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Nissan marketing to show it cares about customers

Nissan GB is beginning marketing its new customer service initiative branded You + Nissan Care.

AM reported last October when the Japanese brand began a soft launch with dealers of the programme, which provides customers with five pledges, including keeping drivers mobile, resolving problems promptly and giving them the best value on servicing and repairs.

The marketing campaign includes direct mail and email, with the DM pack dramatising each pledge using Nissan’s database to demonstrate a real-life situation in which different groups of customers can benefit from each of the pledges.

The pack ends with a personalised message explaining how the recipient will benefit from You + Nissan Care immediately.

Nissan wants to drive recipients to a bespoke website, where they can learn more and enter a prize draw to win a new Nissan Micra if they update their details.

The carmaker, headed by managing director Paul Willcox, aims to forge stronger relationships with itscustomers and build their trust and loyalty in the longer term.

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