The Challenge
Nissan Middle East needed to launch the new Patrol in the UAE under heavy restrictions. They could not show the car, name it, or reveal any details before launch day.
Compounding the challenge was that the new Patrol was exclusively available to pre-order through a brand-new e-commerce platform – in a market where people expect to visit a showroom before making a purchase.
Our Approach
We started by identifying the people most likely to buy. A hand-raiser survey built into BAU email comms helped us spot likely upgraders, current Patrol owners coming back into market, and leads already showing interest in premium SUVs.
From there, we built a teaser journey designed to create intrigue without breaking embargo. Over six weeks, we revealed the vehicle part-by-part through WhatsApp and email, using cropped visuals, motion, and feature-led storytelling to build desire, one detail at a time.
We also split the audience by in-journey behaviour. People engaging early got a stronger conversion path and earlier access cues. Less engaged audiences received lighter-touch nurture content to keep interest high without overloading them. At the same time, we used the campaign to introduce Nissan’s new e-commerce platform making it feel exclusive, premium and trustworthy.
The Impact
Nissan’s target was 240 units across seven months. The campaign sold 248 units in 48 hours, all through the new e-commerce platform.
Before launch, we had already identified 2,000 relevant Patrol prospects, generated 79,000 engaged hot prospects for exclusive e-commerce access, and driven 5,000 sign-ups ahead of release.
248 units
$23.5m
2 days
Real-World Takeaway
Targeted CRM has the power to demand attention, turn intrigue into desire and ultimately into action – it recognises in-journey behaviour, delivering a personalised experience without overcomplicating.
