Personalised book aims to keep Nissan customers on board

LONDON - TMW has developed a personalised coffee table book to prevent customer on the waiting list for Nissan's new GT-R sports car from cancelling their orders.

More than 2,000 customers across Europe have ordered and paid their deposits on the car since the order book opened in April 2008.

Having previously been invited to test-drive the car, they have now been sent a hardback book, 'GT-R Auto Biography', which bears their name on the cover and contains a series of professional images of the GT-R.

In addition the customer's name is written into images of the race track, their own car specifications are included in the introduction copy, and, if they attended the test drive event, a picture of them driving the car is included in the book.

Darren Cox, European interactive marketing manager, digital, at Nissan Europe, said: "The team has produced a book that successfully mirrors the excitement surrounding the car and shows the legend is real.

"Keeping the momentum going in the lead up to the launch of the GT-R was, and still is, vital to our sales targets, particularly in the current economic climate throughout Europe."

TMW is lead strategic agency on the GT-R campaign, working alongside several roster agencies.