The reimagined Nissan Micra has inspired a variety of exciting regional advertising campaigns around the globe since its release in 2017. The latest of these to receive acclaim is the Irish campaign that was conceptualised and executed by the talented team at Dublin-based creative agency In the Company of Huskies.
The campaign, dubbed ‘No More Nice Car’, featured the talents of Irish teenage taekwondo sensation Isabel Lehane, who hails from Ashbourne in county Meath. Lehane, who has a black belt in the Korean martial art form, plays the role of a younger sister who watches her brother being bullied over many years and eventually comes to his aid (in quite spectacular fashion) after learning taekwondo. The ad was such a success that it was awarded the Grand Prix prize at the Institute of Advertising Practitioners in Ireland’s biennial ADFX awards earlier this month.
According to Jonathan Forrest, chief executive of the creative team behind the advertisement, the message they wanted to drive home was not to be held back by preconceptions. The choice to go in this direction was inspired by the fact that the previous-generation Micra had a less-than-exciting reputation among the youngsters of the Emerald Isle. Their aim was to reach the younger demographic in their native digital space, to show them how the Micra had been adapted and improved upon. This is why the ad was also only run in digital format, and not shown on national television, in print media, or other traditional, above-the-line channels.
Locally, the Nissan Micra campaign that coincided with the roll-out of the new model in 2017 was similarly focussed on the younger generation, featuring a drone VS car race that put the car’s impressive connectivity front and centre.
With campaigns like these underpinning the global marketing effort behind the all-new Micra, it’s easy to see why it has managed to gain up to 10% market share in territories like Ireland. The car’s many exciting attributes may speak for itself, but there is skill involved in cutting through all the marketing noise to bring the message to your target demographic. Hats off to the creative agencies that work alongside Nissan to reach these discerning motorists.
For more news on developments in the Nissan camp, keep an eye on the blog in coming weeks and months. In the meantime, feel free to get in touch with your closest Group 1 Nissan dealership to find out more about the awesome new Nissan Micra and follow us on our social channels for up-to-the-minute info on special offers, limited deals & more.