TBWA Payne Stracey has created an outsize direct marketing campaign
to relaunch the Nissan Patrol GR.
To illustrate the campaign’s endline, ’luxury on a large scale,’ a giant
mailpack is being sent out that includes an almost life-sized photograph
of the dashboard and steering wheel of the 4x4 vehicle.
Mike Cavers, the agency’s creative director, who art directed the
campaign, said: ’What better way is there to demonstrate the size and
refinement of the new Patrol? It has always been a car for the
cognoscenti, but the re-styling will make it appeal to a wider
The Nissan Patrol has been used by the United Nations as its chosen mode
of transport for the past 30 years.
Potential customers who are interested can ask to receive the
hand-delivered mailer either at work or at home. It aims to persuade the
customer to take up the 24-hour test drive offer.
The campaign is designed to reflect Nissan’s new overall positioning and
creative strategy - ’durability, quality, reliability’ - which is being
implemented across all its brands.
’The standard of the photography and the quality of the printing of the
’big box’ also demonstrate the new positioning,’ Cavers added.
An accompanying video shows the Patrol in a variety of on- and off-road
environments in order to highlight its redesign and portray it as
masculine rather than macho. The copywriter was Goran Powell.
Separately, the agency has announced it is dropping TBWA from its name.