Agency: In the Company of Huskies
The Summary Statement
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 driving a "granny's car".
The market for new cars in Ireland was declining by -10.4% in 2017. Nissan Ireland's market share was also in decline, they badly needed to recruit new customers.
Faced with these challenges, Nissan Ireland made the brave decision not to use the mandatory European campaign as it didn't address the cynical views of Irish consumers. Saying no was a big risk as we had to justify investing in new creative.
There was a lot at stake, so Huskies developed a powerful bespoke Irish campaign "No More Nice Car" to revitalise the dying car in a declining segment.