Chris Garbutt
Global Chief Creative Officer at TBWA\Worldwide
New York, United States
TitleDo You Speak Micra? (Teaser)
Agency
Campaign New Micra Launch - Nissan
Advertiser Nissan Motor Corp.
Brand Nissan
PostedMay 2005
Product Micra
Business Sector Cars
Story SUMMARY

In 2002, Nissan is close to completing its "revival plan", designed after the company suffered a serious downturn in the late 90's. The new Micra launch in 2003 was vital for Nissan in Europe. It had to drive Nissan's profitability and play a pivotal role in the ongoing repositioning of the Nissan brand. The new Micra, radically different form previous models, required an altogether new communications approach. To make the launch a success, a revolutionary concept was developed: “Do you speak Micra?” featuring the development of a new “language” describing the new model. This strategy proved extremely successful, increasing volume sales across Europe by 70% and contributing 42% to Nissan’s overall sales.
Philosophy CREATIVE STRATEGY

The starting point was that the new Micra represented a quantum leap vs. the previous model, necessitating an altogether new communications approach. The creative idea was based on the fact that the new Micra was so original that a new language was needed to describe it. A revolutionary communications concept was developed around the fusion of existing words, the key message being “Do you speak Micra?” Apparently contradictory, Micra brought together notions such as:
Modern + Retro = Modtro, Simple + Technology = Simpology.


Very strong and even “polarising” imagery was developed in order to bring the concept to life and thus reinforce the effectiveness of the campaign.


OTHER COMMUNICATIONS PROGRAMMES

–Point of sale advertising

–Dealer advertising

–In-store design

–Goodies design and sampling

–PR and media partnerships

–Direct mail

–Event

–Ambient marketing


MEDIA

- Broadcast

- Print

- Sales promotion

- Interactive/On-line

- Public Relations

- Out-of-Home

- Cinema

- Ambient


TOTAL MARKETING EXPENDITURE

Over €20 million.


MEDIA STRATEGY

An all-encompassing "connections" campaign was designed, integrating all the messages in a complementary manner through multi-layered communication.


The first step was to achieve an original and powerful launch. This involved a teasing approach to media (TV, outdoor, press, interactive), implemented with full magnitude.


The second step involved turning Micra into an icon. Beside the general use of cinema advertising (to reach the targeted urban and youth audience) and online communication (to create a continuous dialogue with the audience) each country developed its own tactical actions.
Problem CAMPAIGN OBJECTIVES

- Business Objectives:

Boost Micra sales right from the start to meet an ambitious target of +60% units sold vs. 2002, especially through the conquest of competitors’ consumers.

- Image Objectives:

Establish the Micra brand by generating impact and building awareness quickly, as well as developing a powerful, iconic territory for the brand to secure a long-lasting position on the market and seduce younger consumers.


TARGET AUDIENCE

25-34, pre-family, mid to high earners. They are open to ideas and experimental, rejecting any imposed lifestyle statement.


CAMPAIGN PERIOD

January 2003 to December 2003.
Result The original and integrated product launch campaign successfully revitalised a 10-year old brand.

- It substantially exceeded its truly ambitious target of increasing sales across Europe by 60%, instead achieving a 70% European sales increase.

- It contributed enormously to Nissan’s overall business, constituting 42% of its overall sales.

(Source: Nissan Europe)

- It increased its share of the European small car segment by 62%.

Further:

- It increased its Average Model Spontaneous Awareness by 69%.

(Source: TNS Sofres – BAIT Tracking Study)

- Average Model Consideration for Nissan Micra increased by 88%.

(Source: TNS Sofres – BAIT Tracking Study)
Media Type Television
Length
Market Czech Republic, Poland, Slovakia, Austria, Finland, France, Germany, Iceland, Ireland, Netherlands, Sweden, Switzerland, United Kingdom, Cyprus, Greece, Italy, Portugal, Spain, Turkey
Creative Director
Art Director
Director of Photography (DOP)

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