Two new 4 wheel drive models from Nissan were about to launch simultaneously in New Zealand: the brand-new Murano and the all-new Pathfinder. But there was no clear way to segment the target market. Nissan knew that New Zealand’s 4x4 buyers would be interested in both these new vehicles. Indeed, because Murano, as a crossover vehicle, was so radically new and different, experience had shown that buyers who thought they were sold on Pathfinder, in fact drove away in a new Murano, and vice-versa.

Anecdotal evidence from dealers showed the pack created great interest and resulted in a significant number of test drives for not just one, but both vehicles. Better still, it appears to have spurred buyers to make a decision. To date, Pathfinder sales are strong, but Murano sales are 200% above expectations. Either way, the buyers are choosing Nissan.

Acknowledge that buyers would be torn. So instead of creating two separate mailers for a single database, create one pack that dramatised the difficult choice between the two Nissan 4x4 vehicles. Perforated completely through the middle, with the instructions “to be torn here”, the only way to get into the pack was by physically tearing it in two. The pack split apart to reveal a head-to-head comparison of the two vehicles. On one hand, literally, Pathfinder, on the other hand, Murano.