Carat were tasked to deliver a media plan that delivered to an audience who feared the whole car buying process

Our Objective

Launch Micra in Australia to an audience who had an aversion to visiting dealerships

Our Idea

Bring the Micra information to her, in her language to deliver social validation and help build her confidence to reach the final step.  Using a combination of magazines, radio and TV we created bursts of information which combined to deliver the full package she needed to buy the Micra

The results

Micra launched to a stunning 5.3% market share and dealer feedback was that the communications campaign had been so strong they barely had to even sell the car

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