Brand: Nissan Micra
Brand owner: Nissan Ireland
Lead agency: In the Company of Huskies, Spark Foundry
Country: Irish Republic
Industries: Compact, small family cars
Media channels: Cinema, Email marketing, Online video, Outdoor, out-of-home, Search marketing, Social media, Word of mouth, influencers
Budget: Up to 500k
This is a story about challenging stereotypes and defying expectations. Nissan Micra was seen for decades as 'the granny 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.'
With Nissan Micra global sales tanking, Nissan came close to killing the brand. Would a new design relaunch be enough in a country that scoffed at driving a 'pensioners' car'?