The Electric Vehicle Revolution
Nissan has been at the forefront of the electric vehicle revolution. The Nissan LEAF was the first electric car in history to surpass 400,000 global sales, with over 20,000 units sold in the UK alone.
After developing a fleet market positioning for Nissan Corporate Sales GB (‘Nissan Fleet. We mean business.’) and supporting them to achieve a Fleet News ‘Green Manufacturer of the Year’ award shortlist and Highly Commended for the New Nissan LEAF, we were asked to develop an ‘EV leadership’ campaign.
Electrifying Britain. Your EV Challenges.
Cue ‘Electrifying Britain. Your EV challenges.’ A business-to-business marketing campaign designed to address general concerns around electrification sustainability, implementation and cost savings.
The premise of ‘Electrifying Britain’ has been to reach our decision-maker audience with thought leadership through a series of channels, from a guide to adopting electric vehicles in conjunction with Company Car magazine, through to a market overview online article and ‘Should you electrify your business?’ webinar.
This was delivered through a three-wave ‘always on’ marketing automation campaign, with Nissan GB’s ‘leadership expertise’ drawing on the heritage that helped to achieve their Green Manufacturer accolade.
The Results
Within the first three months:
- 15%, 16% and 23% open rates on three waves of emails, with 7% unique clicks on the latter
- 44 MQLs, scoring 75 points from content consumed on this EV campaign alone (opening an email is 1 point)
- 26 recipients scoring 55–74, marginally missing MQL from content consumed on this campaign alone
- 292 recipients scoring 1–50 MQL points
- 25% of this engaged audience have now either booked a meeting with Nissan or requested an EV demo
“Shortlisted for Green Manufacturer of the Year at the Fleet News Awards.”
Fleet News Awards