DIRECT MARKETING;GOLD AWARD GALLERY

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Agency: TBWA Chiat/Day, Venice, Calif.

Advertiser: Nissan Motor Corp. USA

Campaign: "Nissan Lease Retention Program"

To boost lease retention rates for Nissan, TBWA Chiat/Day created a three-phase mailing. The program, still in its infancy, has drawn a response rate of 73%, ahead of the projected rate of 60% and has helped increase lease retention 18%.

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