Shopping centres were identified as the appropriate platform to reach significant numbers of the target audience. An interactive stand that resembled an urban environment was designed and used road markings, signage and street furniture to demonstrate the key product features of the car.‘Do You Speak Micra? The Definitive Guide’ booklets and Micra branded sweets were distributed to visitors at the stand. The definitive guide provided product information and also a data capture device for test-drive and/or brochure requests. In addition ambient media was used within the shopping centres as directional aids to the promotional stand.

The promotion provided a record number of test-drive requests from a new target audience. Eleven weeks into the tour the results were exceptional with 1,500 test-drive requests and over 4,000 brochure requests received. The promotion also gave Nissan unprecedented levels of test-drive requests, which would indicate a high quality of leads. Feedback from visitors to the stand across the country was also very positive.