Trolley Coin

Background

The Nissan NOTE is popular with families with young children, or grandparents who often have the role of child minder, because, while being relatively compact, it is packed with ingenious storage features. Indeed, the re-positioning of the car as being ‘Surprisingly Spacious’ in 2007 saw sales of the car increase dramatically. Nissan wanted to encourage enquiries and test-drives by highlighting how the NOTE has been designed to make your day that little bit easier.

Idea

Nissan’s ethos across all of its vehicles is to provide innovative technology for the joy of everyday driving. With its plethora of ingeniously helpful features, the NOTE is well placed to back up this promise. To dramatise this in a simple, cost-effective way, the pack was designed around a coin on a key ring, ideal for shopping trolleys, gym lockers and so on - especially since whenever you need a pound coin, you realise you just used your last one to buy a completely unnecessary bag of crisps.

Results

While still in the early stages of measurement, the campaign is showing an ROI of 1.2 :1 to date.

Our Thoughts

This is what the direct marketing guru Steve Harrison calls an example of bread-and-butter work. It’s the sort of job that doesn’t demand creative fireworks because the client knows exactly what they are briefing for and why. It is very professional. Someone intelligent wrote a good brief about how ‘every little helps’, to borrow a phrase, and the creative team thought sensibly about what that might mean to their target audience.