To showcase the qualities of the new Nissan Micra, positioning it as a smart and fun car, perfect for easy city driving.

The target audience - young at heart, eco-friendly, urban professionals

In sync with the city

Create a world called Micra Lane that was filled with music, cool content and hidden insights that only people who are ‘in sync with their city’ would know. The TVC featured 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 was a major sponsor. Supporting advertisement material serves to drive traffic to the microsite. The microsite featured 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 were also test-driving features and a competition to win a US$5,000 holiday voucher.

My role was to create content for the digital space, social media pages and the DM assets.

WATCH THE CAMPAIGN