Client: Nissan Australia
Creative: Peter Kirwan, Paul Hastings, Kara Grey and Andrew Fergusson
Brief: Launch the new Micra and rebuild Nissan brand presence within the light car segment

With 16 models flighting for share of the light car segment, Nissan challenged the light car recipe with the launch of the new Nissan Micra. Specifically aimed at young urban females Micra positioned itself as the vehicle that inspires fun in the city with its stand out from the crowd styling. The launch campaign themed ‘Cities love Micra’ required a multimedia approach including television, cinema, print, press, outdoor, radio, online and transit media.

Print, radio and online media invited prospects to visit www.citieslovemica.com developed by TEQUILA. The site invites viewers to master the Micropolis – “an urban labyrinth designed to test the skills of the bold and unique on all things city sleek”. Participants must put their style to the test by completing challenges in four of the world’s most colourful cities – New York, London, Paris and Roma.