Wednesday 21 February 2018

Nissan changes up with unorthodox ad

Isabel Lehane, a 15-year-old taekwondo black belt, in the Nissan ad
Isabel Lehane, a 15-year-old taekwondo black belt, in the Nissan ad
Alison Canavan and Andrea Hayes launch the Beko Mum of the Year awards.
Bill Kinlay, Mindshare

Michael Cullen

A video about childhood bullying has become a viral hit for a young Dublin film director and its cast promoting the Nissan Micra. Dermot Malone, 26, made 'No More Nice Car', a two-minute film about the importance of family and not judging people and things as they appear for Nissan's In the Company of Huskies agency.

The video urges viewers not to be held back by preconceptions and to think about changes which can be made to help other people's lives.

Malone said the Nissan Micra has been around for 30 years. But, rightly or wrongly, it's seen as an older person's car and pretty bland. With the new Micra's arrival, Malone wanted to make a film that mirrored and reflected the change by challenging conventions. Malone's decision to green-light the film was also helped by the Drumcondra man taking part in the Nissan Generation Next ambassador programme three years ago.

The video features newcomer Isabel Lehane, a 15-year-old taekwondo black belt from Ashbourne in Meath. Malone was impressed by Lehane's ambition to become world champion when Dublin hosts the ITF Taekwondo World Championships in Citywest in October. Nissan were so taken by the online reaction to the video they decided to use it as the centrepiece of a digital ad campaign to promote the new Micra.

Nissan Ireland's head of marketing Jeanne McGann said the video breaks through the clutter by engaging the brand's target audience. It works because viewers want to watch it again. McGann said the response exceeded all expectations and made the new Micra a talked-about car across social media.

* GroupM will salute the best work and talent which WPP's media agencies in Ireland can muster through a new awards scheme. Called GroupMmmies, GroupM ceo Bill Kinlay, pictured below, said the rationale behind the initiative is to recognise excellence in communications planning and buying. The 'GroupMmmies' will focus on effectiveness and results and reward emerging talent and industry breakthroughs. Kinlay said the full budget previously allocated to other awards have been re-directed into the GroupMmmies which will be announced early next month. GroupM agencies in Dublin comprise Mindshare, Maxus, MEC and MediaCom.

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Bill Kinlay, Mindshare

GroupM is supporting the Marketing Society's next members' seminar called 'Proven Laws for New Brand Growth'. Jenni Romaniuk, associate director at the University of South Australia's Ehrenberg-Bass Institute and author of 'How Brands Grow 1 & 2', will reveal the laws for unlocking new brand growth and avoiding costly mistakes.

Joining her will be founder of Dublin-based Strategy & Research, Karen Hand. The event will be MC'd by Today FM presenter Matt Cooper. The seminar is in the Marker Hotel on Wednesday, May 3 and tickets are €70.

* Mindshare has promoted David Kirkpatrick to chief strategy and digital officer. Kirkpatrick has been digital development director since 2015. In his new role, he will also have responsible for Mindshare's business planning.

* Harmonia's 'Woman's Way' magazine is calling for entries to the 14th annual Beko Mum of the Year awards. The nationwide competition aims to give spouses, youngsters, relatives, friends and community groups a chance to recognise and reward the work Irish mums do throughout the year.

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Alison Canavan and Andrea Hayes launch the Beko Mum of the Year awards.

The top mum will win €3,000 worth of Beko home appliances and gifts. Beko sales and marketing manager Shane Kelly says the Turkish brand has been in Irish homes for over 25 years. Entries must be in by Friday, May 5.

* Meabh Clohosey is now managing global marketing and consumer research at Norwegian Brand, the Scandinavian group whose interests include an airline, holidays and finance. Clohosey spent 12 years at Heineken Ireland before providing independent consultancy services for four years.

Norwegian Air is Europe's third-biggest budget airline by passenger numbers and recently announced 24 weekly flights out of Dublin, Cork, Shannon and Belfast.

* Jo Wood has joined Kay McCarthy's MCCP planning agency as strategic director from DFFH&B. Prior to that, she worked at Ogilvy and was a life coach. Manuel Yoacham has returned to Starcom as a client director from Paul Kelders' Jump! where he was senior innovation partner. He also worked in client service at Vizeum.

* British brand valuation agency Brand Finance will launch its Dublin operation at Sigmar Recruitment offices next week. It tracks the financial value of brands for marketers, brand owners and investors. They advise clients on maximising brand value and bridging the gap between marketing and finance.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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