With several major product launches – such as Leaf, Nissan’s electric car, Juke, a small crossover and March, the replacement for Micra – all happening within a few months, Nissan needed a rock-solid communication programme with their 186 dealers around the UK.

1st Objective developed a regular, weekly, electronic email, backed by a website, that grew over the weeks into a resource that dealers could draw on.

It allowed Nissan to drip feed product information rather than swamp them, and to slowly raise excitement and expectation that could easily be cascaded by dealer principals to their sales teams. Read the rest of this entry »

Juke, Nissan's new baby crossover

Nissan HQ used the email we developed – The Insider – to communicate with senior managers in their dealer network.

Content mix changed week-by-week, but it was the natural home for updates on upcoming product.

One of the big launches we were involved with was Juke, the baby brother to their highly successful crossover, Qashqai.

We timed dispatch of The Insider to match global embargo deadlines for release.

It meant that The Insider got the news to the guys at the sharp end first, ahead of the motoring press and showroom visitors, and went some way to reinstating the dealerships in terms of newsworthiness.

In a competitive market MLL needed exposure that would help them stand out and push back on their competition.

1st Objective created a new identity, relaunched the website and provided sales support documents and literature.

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1st Objective have just completed the first six months of a communication project for Nissan’s 186 franchised dealers. This meant the establishment of an outbound communications channel for greater collaboration between NMGB and its distribution channel.

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