The challenge​

The Nissan Qashqai was launched in 2007 and has gone on to be the UK's biggest-selling crossover. In 2021, they asked us (their dedicated CRM agency) to ensure ROI as we helped them bring the All New Nissan Qashqai to market. 

The approach​

Nissan United is a collection of agencies who support the Nissan GB Marketing team. At Indicia Worldwide, we’re responsible for delivering Nissan GB’s end-to-end CRM campaigns and help them deliver a more joined-up customer experience. As part of their FY21 strategy – 'Nissan for Life', we developed an integrated CRM plan that spanned pre-launch, launch and post-launch of the All New Nissan Qashqai with the objective of selling as many as possible.​

​The lowdown

Nissan Data​

• Age​
• Lifetime ownerships​
• New ownerships %​
• Mean ownership length​
• Tenure days​

Our Proprietary Data​

• Social grade​
• Household income​
• Household size​
• Number of cars​
• Premium good preference​

The results

• Just under 500,000 emails sent​

• 80,000 direct mails delivered

• Thousands of 'hand raisers' (prospects) generated

• 33% average open rate

• 10% clickthrough rate*​

• Best performing email campaigns 66% OR
  and 50% CTR
  *Against a Nissan Europe target of 23% OR & 3% CTR and Automotive industry benchmark of 12% OR & 1% CTR