Whybin TBWA Tequila's new Nissan Micra campaign targets savvy urbanites

Whybin TBWA Tequila's new ad campaign for the Nissan Micra showcases the qualities of the car, positioning it as a smart and fun car, perfect for easy city driving.

Targeting young at heart, eco-friendly, urban professionals, the campaign features pre-launch TV and metrolites, and activities that will roll out on Sunday across a range of channels including TV, print, online and below the line activities all centred around the new microsite Micralane.com.au.

The TVC features the music track ‘I know what I am’ by Band of Skulls. The track also featured in the first episode of Gossip Girl Season Four, where Nissan Micra is a major sponsor.

Supporting advertisement material serves to drive traffic to the microsite.

The microsite features a virtual laneway that lets the user experience everything from city secrets to custom maps of city shortcuts, exclusive music downloads, to Micra promotions and sponsorships. There are also test-driving features and a competition to win a US$5,000 holiday voucher.
 
Whybin TBWA Tequila Melbourne managing director, Andrew Scott says the new Nissan Micra was designed to position the Micra as a simple and intuitive addition to the busy lives of urban professionals. 
 
This latest campaign from Whybin TBWA Tequila Melbourne comes on the back of a successful 13-year partnership with Nissan. This campaign is one of the largest for Whynin TBWA in 2010.