The ADFX awards, held every two years by the Institute of Advertising Practitioners in Ireland (IAPI), were presented at an event in Dublin last night.
The Grand Prix-winning campaign for the redesigned Nissan Micra ditched the model’s European campaign assets in order to come up with a specifically Irish angle aimed at turning a generation of brand rejecters into brand supporters.
This was based on the understanding that the automotive industry has long been criticised for the homogeneity of its advertising while self-expression is important for the target audience who believe their car expresses their personality.
So a bold creative platform was developed: the No more nice car campaign showed the “defiant” personality of the new Micra through a short film that was inspired by people’s old attitudes and how these preconceptions resulted in it being prematurely judged.
Nissan increased the sales of its Nissan Micra by 106% in launch year, doubling its share of the small car segment to 10% and constituting 6% of Nissan’s overall sales.
Sourced from IAPI; additional content by WARC staff