For this project I had the opportunity to Rebrand the Nissan Aftersales look and feel. The project consisted of over 100 direct mailers, over 100 Email variations, and oversight of a small variety of other mediums such as out-of-home, digital, social video, etc.
The creative ask for this Rebranding was a tricky one. The clients were tired of their old branding, they wanted a style that matched their new ‘catchphrase’: Thrillology. They wanted it to be more interesting than a regular service ad. How do you advertise for an oil changes and new brakes without cliche 25% Off! headlines and an image of someone pouring oil?
Our solution was to sell the aftersales as the ‘fuel’ for the adventures and lifestyle that they’re already doing. Based off of the catchphrase ‘Thrillology’, our Thrill Campaign links aftersales and automotive service with an active adventurous lifestyle. You can’t go off-roading without good brakes and a oil change. I paired clever copywriting (written by my C.D.) with cool edgy graphics, an angular type treatment, and stunning photos to create the new Brand you’ll see below.
The Welcome Package is new Nissan owner’s first introduction to the Aftersales program. We wanted to show to them that once they are finished with the purchasing process, their relationship with Nissan isn’t over—its just beginning.
After the Welcome package the user could receive a wide variety of direct mailers, depending on their user journey. Below are a handful of my favorites:
Emails are another part of this project, and I created hundreds of eMails which involved 1000s of Email modules. The modular design of these emails meant that depending on the dealer, the user, and their preferences the email modules could be combined in a number of different ways. This made for a very complex email design, but meant for lots of personalization for each individual. These emails being so highly targeted and personalized made them very effective for both parties (dealers and users). What you see below is just a small portion of the everything done on this portion of the project.
A small section of my modular email design:
Justus Wise 