Nissan Micra: A Micra Revolution

Nissan, the multinational automotive manufacturer, increased sales of its Nissan Micra in Ireland by reshaping perceptions of its outmoded image and re-energising the brand to appeal to a younger, more urban audience.

Campaign details

Brand: Nissan MicraBrand owner: Nissan IrelandLead agency: In the Company of Huskies, Spark FoundryCountry: Irish RepublicIndustries: Compact, small family carsMedia channels: Cinema, Email marketing, Online video, Outdoor, out-of-home, Search marketing, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

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...

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