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Agency: Flourish Direct Marketing

Client: Nissan Motor Corporation

Entry Name: Selling out the car nobody saw

Executive Summary

A pre-launch campaign for Nissan Middle East hit a seven-month sales target for the new Nissan Patrol in just 48 hours, selling out the entire stock allocation via a completely new channel.

Strategy

• Tactical customer profile enrichment ahead of launch
• Journeys tailored to profiles
• Prioritisation of interactive channels

Creativity

The team couldn’t name or show the vehicle, but had to build enough desire to sell out the new Patrol on launch day. So it chose to turn limitation into theatre.

The brand created a six-week part-by-part journey, teasing cinematic renders of the Patrol one detail at a time: a headlight, a wheel, a glimpse of the interior. Each week, beautifully crafted WhatsApp messages and emails revealed more, keeping anticipation simmering and speculation alive. Supporting copy highlighted features and benefits, while progressive enhancements in design provided a premium, interactive feel.

To maximise performance, the campaign split audiences into two groups. Those who engaged early were prioritised with a steady stream of reveals, building week-by-week excitement and later conversion-focused comms. Those who didn’t were handled more carefully, with lighter-touch nurture comms and richer brand storytelling designed to maintain interest and build long-term preference without fatigue.

Results

Goals were exceeded, driving sales on day one through a new platform, but also selling the seven-month target in 48 hours. This was achieved through:

• data enrichment in advance of any part of the campaign
• channel choice, interactive WhatsApp messages and enhancement-packed emails
• engagement-focused strategy, segmenting the audience mid-campaign for behaviour-specific customer journeys
• smart creative, harnessing the interactivity of WhatsApp, supported by email, bringing the ‘A new icon’ proposition to life through interactive customer journeys.

Contributors

Digitas

The Team

Fadi Awada, Business Director, Flourish Direct Marketing - Keith Nichol, Planning Director, Flourish Direct Marketing - Rich James, Managing Partner, Flourish Direct Marketing - Laura Monaghan, Senior Account Director, Flourish Direct Marketing - Deepika Punya Account Manager, Flourish Direct Marketing -Amir Zidane, Lead Technical CRM Consultant, Flourish Direct Marketing - Eros Firoz, Technical Campaign Manager, Flourish Direct Marketing, Hussein Alhammad, Lead Developer, Flourish Direct Marketing - Devika Sujith, Developer, Flourish Direct Marketing - Wanjiru Ndungu, Technical Data Manager, Flourish Direct Marketing - Kim Martin, Executive Creative Director, Flourish Direct Marketing - Mark Reed, Creative Director, Flourish Direct Marketing -San Lau, Designer, Flourish Direct Marketing - Lucie Thompson, Designer, Flourish Direct Marketing - Maryam Mahmood, Designer, Flourish Direct Marketing - Sophie Marshall, Motion Designer, Flourish Direct Marketing - Jay Colley, Senior Account Manager, Flourish Direct Marketing - Georgia Smith, Technical Campaign Manager, Flourish Direct Marketing - Brogan Bowditch, Strategic Planner ,Flourish Direct Marketing - Hossam Al Saeed, General Manager, CX, Brand & Precision Marketing, Nissan ME - Ayush Goyal, Deputy General Manager, CRM & Innovation, Nissan ME - Azin Khadem, Customer Experience, Nissan ME