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: NissanBrand: MicraAgency: In the Company of HuskiesCountry: 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 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...

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