Micra: A Micra Revolution

Nissan, the multinational automotive manufacturer, increased sales of its new Micra model in Ireland by positioning the car as one that should not be messed with.

Campaign details

Advertiser: Nissan Brand: Micra Agency: In the Company of Huskies Country: Ireland

Campaign Summary

With Nissan Micra global sales tanking, Nissan, a multinational automotive manufacturer came close to killing off the Micra brand. A new design was developed for Micra, but would that be enough for a relaunch in Ireland, a country that scoffed at dri The film, which broke category conventions, became a viral hit turning a generation of brand rejecters into brand supporters by shattering preconceptions of the brand. Sales increased by 106%, doubling Nissan share of the small car segment to 10% whereas other countries maintained a 2-4% share after launch. The car was the same across Europe, the only difference was Ireland's strategic and creative approach. It's fair to conclude that the campaign was the main contributor to the success of the launch and reversing the fortunes of the Micra brand in Ireland.

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