Nissan targets female ‘go-getters’ with new Micra campaign

Nissan’s Micra has employed British Olympian Katarina Johnson-Thompson to help promote its Micra range and highlight its “youthful redesign” in the first TV ads in over five years for the model.

The car marque’s Micra ads will feature Johnson-Thompson “breaking eerie and bleak moments” while driving the vehicle around suburban landscapes at night which are then lit up with visual effects (see video). 

Speaking with Marketing Week, John Parslow, Nissan marketing manager, explained the campaign was designed to get Nissan’s Micras “spoken about again” by young, urban, female audiences. 

He adds: “I don’t think that’s happened for quite some time.” 

“It’s been five to six years since they [the Micra range] have been on TV, so this is quite a big deal… With every element of the campaign we’re targeting people that pick up life and go with it,” he adds.  

As part of the promotional campaign Nissan has inked a 12-month media partnership with Sky, in a strategy that will see it target “Got Get It” female audiences. 

The car marque has announced a year-long, multi-channel sponsorship deal with Sky to become the sponsor of its Sky Living HD, E! Entertainment and Style channels as part of the recently overhauled model’s relaunch. 

The deal means Nissan’s brand will be given prominent placement next to a number of high-profile series on the channels including Elementary, Hannibal and Dracula and The Blacklist, from next month. 

Nissan’s sponsorship deal was devised by Manning Gottlieb OMD, with creative from TBWA/London.