TAKE THE WHEEL by TEQUILA\ AUSTRALIA, Whybin\TBWA Sydney for Nissan

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TAKE THE WHEEL

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Industry Cars
Media Direct marketing
Market Australia
Agency TEQUILA\ AUSTRALIA
Agency Whybin\TBWA Sydney
Designer Kim Janson, Glenn Christensen
Producer Jaclyn Dacosta
Released April 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: NISSAN AUSTRALIA
Product/Service: 370Z
Agency: WHYBIN\TBWA
Agency: TEQUILA\AUSTRALIA
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Entry URL: http://nissan.com.au/takethewheel
Senior Copywriter: Mark Cimarosti (Whybin\TBWA Tequila)
Creative Director - Direct / Art Director: Marco Eychenne (Whybin\TBWA Tequila)
Senior Art Director / Creative Lead: Claire Gillis (Whybin\TBWA Tequila)
Creative Director - Digital: Russ Tucker (Whybin\TBWA Tequila)
Account Manager: Kate Caughley (Whybin\TBWA Tequila)
Developer: Danny McGillick (Whybin\TBWA Tequila)
Designer: Glenn Christensen (Whybin\TBWA Tequila)
Designer: Kim Janson (Whybin\TBWA Tequila)
Developer: Mathew Tizard (Whybin\TBWA Tequila)
Producer: Jaclyn Dacosta (Whybin\TBWA Tequila)
Account Director: Tabitha Hammond (Whybin\TBWA Tequila)
Media placement: Mail - Previous Z Owners From Last 25 Years - 20/4/09
Media placement: Custom Built Microsite - Online - 20/4/09

Describe the brief/objective of the direct campaign.
It had been a tough time for car manufacturers. Car sales in Australia had dropped by 22% during the GFC (global financial crisis) according to the Australian Bureau of Statistics. Tough times to sell a sports car. So we focused our investment on getting Z owners from the last 25 years to upgrade. Our objectives, in an extremely tough climate, were ambitious - to exceed the sales records set by its predecessor, the 350Z. This called for far more than traditional DM. Our strategy was to deliver an innovative experience that reflected and enhanced the car.

Explain why the creative execution was relevant to the product or service.
The 370Z is a legendary and iconic range. And this was the most powerful, performance-driven Z ever. Our challenge was to communicate about it in a way that was just as cool. And, as a result, sell sports cars in a tough economic climate. Take the Wheel did this, creating an experience that reflected the innovative nature of the 370Z and got active participation from the savvy, early adopters the car attracts. The idea intrinsically integrated the DM and digital channels to provide a bigger, more immersive experience - heightening the engagement and cut-through of the DM piece.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get people behind the wheel of the new 370Z we met them half way. We sent them the wheel. It linked them to a custom built microsite, where they could take the 370Z for a virtual spin using Augmented Reality technology. Hold the wheel up to a webcam and, like magic, a virtual reality 3D model of the 370Z appears on their screen. Turn the wheel and it turns. Click on the car and the lights even come on. All with the intent that selling the 370Z experience here, would drive more people to Take the Wheel for Real.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign helped us achieve unprecedented, all-time record sales levels for Nissan Z. During June and July demand ran at around 29 orders a week. That’s the equivalent of 2 month’s worth of sales for its predecessor, the 350Z. 232 new 370Z’s were sold over this period, contributing to $15.7m worth of sales. Overall we doubled our enquiry target. From nearly 3,500 direct mail pieces, we had 7,497 views in the first week alone, each spending on average 4.35 minutes there.