Nissan DM THE MOST ____ PER DOLLAR by TBWA\Chiat\Day USA

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Industry Cars
Media Direct marketing
Market United States
Agency TBWA\Chiat\Day USA
Associate Creative Director Garman Yip, John Figone
Art Director Jason Hines
Copywriter Bryce Hooton
Released July 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: NISSAN
Product/Service: VERSA
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Creative Director/Americas: Tito Melega (TBWA\Chiat\Day)
Associate Creative Director: John Figone/Garman Yip (TBWA\Chiat\Day)
Art Director: Jason Hines (TBWA\Chiat\Day)
Copywriter: Bryce Hooton (TBWA\Chiat\Day)
Managing Director: Jon Castle (TBWA\Chiat\Day)
Account Director/Digital And Social: Craig Werwa (TBWA\Chiat\Day)
Management Supervisor/Digital: Lisa Togami (TBWA\Chiat\Day)
Account Supervisor/Digital: Jennifer Boswell (TBWA\Chiat\Day)
Account Executive/Digital: Peter Estermann (TBWA\Chiat\Day)
Assistant Account Executive/Digital: Dana Fors (TBWA\Chiat\Day)
Product Strategy: Joel Weeks/Mark Mcnaul (TBWA\Chiat\Day)
Business Affairs: Robin Rossi/Nestor Gandia (TBWA\Chiat\Day)
Executive Director Of Integration: Matt Bonin (TBWA\Chiat\Day)
Executive Digital Producer: Keith Bellinger (TBWA\Chiat\Day)
Digital Producer: Brian Jarmon/Pooja Mistry (TBWA\Chiat\Day)
Director Of Creative Technology: Ricardo Diaz (TBWA\Chiat\Day)
Interactive Lead: David Reigler (TBWA\Chiat\Day)
QA: Lester Broas/Walter Velasquez (TBWA\Chiat\Day)
Senior Flash Developer: Tony Lee (TBWA\Chiat\Day)
Media placement: Email - Email - 27 July 2011

Describe the brief/objective of the direct campaign.
The all-new Versa Sedan boasts a lot of 'mosts', compared to the competition. Far too many for one email headline. We needed to communicate just how many 'mosts' quickly and simply to an audience comprised of hand-raisers and prospects.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A long legal disclaimer provided the inspiration. We communicated how many 'mosts' the car had by not mentioning them at all: 'The most _______ per dollar, of any car in America'. An oversized asterisk brought attention to the 'mosts' in an engaging manner. The desired response rates and outcomes were an elevated number of click-throughs and inquiries.

Explain why the creative execution was relevant to the product or service.
When you communicate via email, it's imperative your message be quick and simple. With the multiple USPs of 'most everythings' per dollar, the 'fill in the blank' concept worked quickly and efficiently in generating stopping power and getting people to engage. The pay-off of the over-sized asterisk played into the concept with a smile that quickly got across what went into the blank space of the headline. And the original concept played into the Nissan brand's 'Innovation for all' stance.

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 open and click rates were tremendous comparatively. We had an open rate of 56% vs 32% benchmark and a click rate of 23% vs 18% benchmark.