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Nissan - A Micra Revolution

IN THE COMPANY OF HUSKIES, Dublin / NISSAN / 2018

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Overview

Background

Sales for Nissan Micra in Ireland were falling since 2011. A new design was developed for the car but would that be enough in a country that scoffed at the idea of driving a “granny car”.

With Nissan Micra global sales tanking, Nissan came close to killing the Micra brand, instead, they redesigned it. In Ireland, Micra was seen as a pensioner’s car. Even motoring correspondents made fun of it with comments like “no one ever aspired to a Micra, you just ended up with one if life didn’t go your way”.

We eschewed European assets and developed a bespoke Irish campaign in a bid to revitalise a dying car in a declining segment.

The objectives

1. Double sales compared to the 2010 launch - Increase Micra’s segment share from 5% to 10%

2. Recruit new Micra owners

3. Repositioning Micra brand to a younger more gender-balanced urban audience

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