Nissan Micra/ B&W

• Background: the Micra, launched in Israel in 2006, loses its appeal and does not fulfill its sales potential.
• The challenge: to add some magic to the Micra and prevent brand erosion, while conveying a message which does not revolve around news, product innovation or price.
• The solution: create a special, branded version, the Micra B&W “Special Edition”, and create an end-to-end celebration around it.