Nissan's Cube Mailer

Cube mailer pop-up box

The Cube – Mobile Device….a new car Nissan has introduced with a very original and targeted marketing plan focusing on the under 30 crowd. There is an iPhone app, which of course I downloaded and played, and mp3 downloads with new music. Designory, the agency responsible, follows up where Apple’s iPod commercials left off. If it will actually do the job in this economy is to be seen. Their mailer came to me last week and its originality struck me, literally. Once you open the mailer, out pops a cube with the image of the car on all four sides. Not expecting it, I almost jumped out of my skin. While it may not be good for those with heart conditions, it’s Jack-in-the-Box concept definitely grabs your attention. I’ve never been that surprised by junk mail. After the surprise, curiosity took over and I had to find out what the Cube was all about. Which is the plan behind any mailer…grab the attention and raise curiosity.