How Nissan brought joy to a 73-year-old to celebrate its 25^th birthday.

On a sunny day in August, Tom, a copywriter from TEQUILA\Agency.com Brussels, showed up on the doorstep of Jacqueline, aged 73, with a big smile and a birthday cake with 25 candles on it. Jacqueline was the proud owner of the oldest Nissan Micra in Belgium. And Tom had news for her: to celebrate the 25th anniversary of the Micra, the apple of Jacqueline’s eye was about to get a total makeover.

Jacqueline’s Micra birthday party was the first step of a campaign that would surprise and pamper Nissan Micra brand advocates.

In September, the agency sent 40.000 Nissan Micra car owners an old-fashioned photo album. It contained snapshots of old and new Micra models from the past 25 years.

Micra drivers were invited to post family snapshots of their Micra on a specially designed website. If they do so, they stood a chance of winning the new Micra ‘25^th Anniversary’ edition.

Of course, the microsite also told the story of the relationship between Jacqueline and her trusty Micra, with a video of the entire makeover.

Now the Nissan Micra hall of fame already boasts 1,200 snapshots uploaded by Micra fans. Which proves that – in an age of fierce brand hopping, swapping and churn – it’s a good idea to connect with your brand advocates and to involve them in a charming story.

Of course, the microsite also told the story of the relationship between Jacqueline and her trusty Micra, with a video of the entire makeover.

Now the Nissan Micra hall of fame already boasts 1,200 snapshots uploaded by Micra fans. Which proves that – in an age of fierce brand hopping, swapping and churn – it’s a good idea to connect with your brand advocates and to involve them in a charming story.

By the way, it wasn’t easy to persuade Jacqueline to bring her beloved Micra up to date. It took some coaxing before she agreed to change the plain old white body paint for shining pearly… white. She warily accepted a CD player. And new upholstery for the seats was OK – as long as they were protected again with their familiar furry covers.

If you have any comments or suggestions please email Annette Verhamme (annette.verhamme@tbwa.be).