Nissan is looking to take a more CRM-led approach to launching new models in order to foster greater consumer emotional engagement.
The manufacturer is trialling the approach for its latest Micra launch.
It says it rejected the traditional convention of launching a model with an 'above-the-line' campaign in favour of a more personalised approach.
The move follows research into Micra’s core customers which found they develop a close relationship with their car.
Nissan CRM project manager Yasmin Al Jeboury said: “This was a test bed of how to go about CRM engagement properly. The insight and learnings from how we approached it can be applied to other brands.”
“The research has enabled us to reject launch conventions and develop an integrated programme based on a highly targeted CRM foundations.”
Nissan claims the CRM approach helped it boost its pre-launch order target for the Micra by 50%.
Al Jeboury suggests that a similar approach would work for the Nissan’s Qashqai SUV model, but would be less relevant for a sports car launch.
Pre-launch activity for the Micra included highly targeted direct mail, email communications and local events backed by celebrity gardener Diarmuid Gavin.