Our solution was to focus on a touchpoint unique to the luxury car market: the special relationship between the salesperson and the customer. To tighten the bond, we developed special tools, including luxurious printed materials and premium-value DVDs, which salespeople would hand deliver to their customers at home. We aimed to make each customer feel unique in a way that would move their emotions and secure their loyalty.

Sales figures following the product launch prove that the campaign was successful, as Nissan's market share stabilised. As a testament to the power of the promotional materials, the number of DVD orders via the Web significantly exceeded expectations. Moreover, among the people who made those orders, a much larger percentage than usual selected the option to receive additional information from Nissan. With this campaign, brand awareness reached a new high.