Nissan Lucky Checkup

Medal Won

• 🥉 BRONZE – Transportation

Campaign Overview

Nissan do Brasil sought to increase customer visits to its dealership network for scheduled and preventative checkups, particularly during the high-demand summer holiday period. The Nissan Lucky Checkup campaign was designed to enhance customer retention, attract new users, and boost the purchase of additional products and services.

By leveraging data-driven segmentation and multi-channel communication, the campaign effectively personalized outreach to meet the unique needs of Nissan customers while promoting a seamless after-sales experience.

Creative Concept

The campaign emphasized tailored engagement through a highly segmented approach:

• Targeted Audiences: Divided customers into 10 distinct segments based on over 80 demographic and behavioral variables, such as warranty status and service history.
• Personalized Offers: Communications featured variable fields to recognize customers individually and provide offers tailored to their vehicles and service needs.
• Multi-Channel Outreach: Combined email marketing as the primary channel with SMS and WhatsApp as reinforcement tools for higher engagement.

The centerpiece of the campaign was a pre-registration page that streamlined customer participation and reinforced Nissan’s commitment to convenience and care.

Execution Strategy

1. Data-Driven Insights: Used propensity analysis to identify customers most likely to respond to the promotion.
2. Automated Journeys: Leveraged Nissan’s Martech platform to deliver personalized, automated messages across channels.
3. Custom Audiences: Targeted digital media promotions to expand reach and maximize impact.
4. Post-Service Engagement: Sent thank-you emails to customers after services, strengthening relationships and loyalty.

Impact and Results

The campaign exceeded expectations with impressive results:

• Reached over 340,000 customers through multi-channel communication.
• Achieved a 28.3% conversion rate for paid services, a 97.7% increase compared to the control group.
• Enhanced customer retention and loyalty while boosting additional product and service purchases.

Why It Worked

The Nissan Lucky Checkup campaign demonstrated the power of integrated data-driven strategies. By combining segmentation, personalized communication, and innovative automation, Nissan successfully strengthened its after-sales services and enhanced its brand’s value in the competitive automotive market.