Driven by You

Adventure

TA B L E O F

contents
1 2 4 6 10
THE APPROACH MARKETING
INDUSTRY ANALYSIS COMPETITIVE ANALYSIS SWOT ANALYSIS

EXECUTIVE

summary
Driving has become a mundane experience. Driving to work, driving to school, even driving to run errands has become boring. The drives become repetitive, the cars are all similar and few people can really stand out in a crowd of traffic. What if Nissan could allow drivers to feel unique, important, special and emotionally connected with their car? Multicultural millennials are a target audience that desires just that. They want to stand out and make a bold statement that defines who they are. They want to have their car as a personalized expression of themselves. When we began to look closer, it was obvious what was needed to make Nissan the brand that this target chooses when they purchase a car. Nissan must position itself in a way as to be top of the mind to its target. Having the knowledge that MC millennials want to be unique and stand out among others, our idea came to us. Their drives, on good days and bad days, road trips or just a trip to the store, are ALL adventures. Their Nissan will be unique to them, an outward expression of themselves as they take on daily adventures. Making Nissan stand out is a big challenge; a challenge that means creating favorability among the target and building the awareness that Nissan can be customized to you. This audience is going to be difficult to reach, but by taking advantage of social media and having a customized media schedule with targeted events, Nissan will have no problem grabbing the targets attention. Our goal is to bring the excitement of adventure back into the MC millennials lives and allow them to travel on a unique road map created by them.

THE TARGET

TARGET DESTINATIONS

RESEARCH ROADMAP THE BIG IDEA

HOW THEY THINK DEALERSHIP INSPECTION

ADVERTISING OBJECTIVES MAGAZINE TELEVISION OUT-OF-HOME

17 INTEGRATED COMMUNICATIONS
DEALERSHIP ENVIRONMENT WEBSITE MICROSITE SOCIAL MEDIA PUBLIC RELATIONS & PROMOTIONS

28 MEDIA 32 CAMPAIGN EVALUATION

GEARS OF

approach
POWERING UP
Uncovering MC millennials attitudes in life, their wants, needs, passions and preferences. Wanting to gain their interest, we must first understand them and what makes them who they are.

START STOP

WHEELS TURNING
Discovering how the target sees the Nissan brand. Is Nissan a reputable car manufacturer? What is the Nissan dealership atmosphere? Understanding the perception of Nissan will reveal the tools needed to target MC millennials.

GATHERING SPEED
Interpreting the perceptions of Nissan. Create an effective way to overcome these perceptions and influence the target. Strategically understanding the way they communicate will help.
200

WINNING
Exceling past the competitors by using a creative and distinguishing campaign. Differentiate Nissan from its competition, giving it new awareness and favorability among the target. Surpass competitors in market share.

39% of millennials are multicultural.

1

analysis
INDUSTRY
In a society of fast-paced lifestyles, ever-changing trends and the increasing importance of self-defining style, marketers of vehicle brands ask themselves: How will this brand supersede competing brands? Nissans new campaign strategy should embrace the individuality and relate to the interests of its MC millennial target consumers. With a voice that recognizes the target consumers current life stages more than its competitors, Nissan can more efficiently increase awareness and ongoing favorability among African-American, Hispanic-American and Chinese-American millennial U.S. consumers. Before this can be accomplished, Nissan must first evaluate the current and impending situations of the economy, competing brands, technology, language barriers and environment. Regarding economic situations, the cost of gas steadily rising is prompting consumers to use more fuel-efficient vehicles. Although the economy fluctuates, car sales are increasing, almost doubling what they were just several years ago. The current year alone is projected to hold the most in car sales since the recession. Competitively, Toyota and Honda hold the majority of market share and their high investments in advertising challenged Nissan during its recalls. Technological advancements are allowing for online purchasing of vehicles to grow more popular, limiting dealership influence. Because of language barriers, advertising challenges are faced in Hispanic and Chinese-American target consumers who communicate in their native languages and dialects. There are two Chinese languages to consider for translation. Environmentally, awareness of smog-control and preservation of resources are the causes for more eco-friendly vehicles.

COMPETITIVE

analysis
HONDA The Power of Dreams Positioned as maker of innovative vehicles with new technology in automobiles and motorcycles Known for reliable, fuel-efficient, environmentally friendly vehicles Creator of Honda North American Diversity Committee that regularly focuses on the importance of diversity Takes part in several philanthropies including: disaster relief, environmental and youth education programs Recent sales decrease as of Nov. 2, 2011

Currently, Nissan is in a healthy state with MC millennials. Nissans competitors in the MC millennial market are Toyota, Honda, Chevrolet, Ford and Hyundai. Nissan ranks third with MC millennials after Toyota and Honda. Positioning its marketing theme Innovation for All, Nissan commits itself to diversity. Nissan is involved in Habitat for Humanity, sponsors both the Heisman and NCAA football in addition to fitness programs. Nissans sales increased 10 percent as of Feb. 2, 2012. To surpass competitors and stay on top of Chevrolet, Ford and Hyundai, Nissan must evaluate the strengths of each brand. TOYOTA Moving Forward Positioned as a reliable, well made car; holds the largest threat to Nissan Known for leading in environmentally friendly vehicles Involved in family literacy program $100 million investment in Sustainable Mobility: advanced technologies, urban environment and energy Recent sales decrease as of Nov. 2, 2011

COMPETITIVE

analysis

MARKETING

objectives

CHEVROLET Chevy Runs Deep Continuous communication to multicultural audiences Known as the all-American car and attractive, fuel-efficient vehicles Teamed up with Spotify, the nationally known award-winning digital music service Offers OnStar roadside assistance service with every car Appeals to millennial consumers with celebrity endorsements like Brad Paisley, Snoop Dogg and Billy Joel Increase in sales as of Jan. 2, 2012

To build awareness and lasting favorability among African-American, Hispanic-American and Chinese-American millennial consumers in the United States To increase market share across the multicultural target

SWOT

analysis

FORD Drive One Continuous communication to multicultural audiences Known to be more economically made but also an American status symbol Involved in funding students through scholarship and elementary educational support Developing renewable recyclable materials, countering the nuclear waste concerns Increase in sales as of Jan. 2, 2012 HYUNDAI New Thinking, New Possibilities Continuous communication to multicultural audiences Involved in diversity programs like HOPE on Wheels, Latin Grammys, Black MBA Scholarship Award Luncheons, American Heart Association Power Black Family Celebration, Korean War Veteran Celebration and Backpacks for Kids Encourages and values customer feedback and makes it readily available for customers to do so on the Hyundai website as well as in dealerships Rising in market share as of Nov. 2, 2011; increase in sales as of Jan. 2, 2012

STRENGTHS Vehicle line-up offers consumers a type of car in every segment Established car brand, known for good gas mileage and durability Currently in a healthy state with multicultural consumers Obtained an overall sales increase of 18% through 2011, passing Hyundai to become the United States fourth best selling nameplate for cars WEAKNESSES Limited awareness of Nissan among the target audience Rarely recognized as a top-of-the-mind brand of the target Perceived as too expensive and a middle-aged or older drivers vehicle OPPORTUNITIES Use greater facilitation of social media platforms to create awareness Differentiate by drawing emphasis towards Nissans durable, stylish and economically friendly cars that reflect various personalities Present innovation and technologies as distinguishing features Express uniqueness and individualism towards buyers through both the campaign and the dealerships THREATS Toyota, Honda, Chevy, Ford and Hyundai are big players in the multicultural market and offer similar products to Nissan Hyundai, although behind, is growing in both total market share and total multicultural share more than most brands, including Nissan Ford is close behind Nissan in market share of the MC millennials

target
THE
Millennials, individuals 18-29, are one of the most difficult generations to reach. Within this generation are MC millennials, including HispanicAmericans (19%), African-Americans (14%) and Chinese-Americans (5%). With high percentages in each of the three segments, Nissan must resonate with cultural roots to effectively advertise in a personal way. These MC millennials strive to make their own unique statements by what they purchase. They value individualism. They want to make a name for themselves in the world. They value staying true to identity within their culture. They are passionate about life and want to pursue their passions. They love having fun and trying new, exciting things. They hold style to a high regard, as well as quality and reliability. Understanding the target is key for Nissan. MC millennials significantly prefer social media to socialize but also use the Internet as their main media outlet to seek information. Television, radio and print media are used frequently, as well. These individuals are more apt to notice extraordinary ads featuring social media as a new cool factor. Overall, each segment of the target leads a busy life, usually is attracted to the newest and most reliable technology and multitasking.

FRIEND REQUESTERS (AGE 18-23)

VALS: Strivers, Experiencers PRIZMS: City Startups, Young and Rustic, Mobility Blues HECTOR MARTINEZ, a Mexican-American student, wants to have fun but also be respected as an adult. Working part-time at an electronics store, Hector is a full-time student and maintains his own blog. Though he is studying video production, he has not figured out exactly what he wants to do with his life, but he knows what he wants now. His Hispanic heritage is important to him and he uses it as a distinguishing characteristic in his life, which he documents via video blog. Hector is bilingual, speaking Spanish at home. GLORIA PATTERSON, an African-American, is a pre-med student. She enjoys communicating with her family over the Internet through video chat on her smartphone. Gloria hopes to be a doctor and travel overseas to countries in need of medical aid. Being eco-friendly is also important to her as she strives to better the environment.

RESUME BUILDERS (AGE 24-29)

VALS: Innovators, Strivers, Experiencers PRIZMS: Young Digerati, Second City Elite, Bohemian Mix, Boomtown Singles, New Beginnings MICHAEL WONG works in San Francisco for a large technical security firm. His goal is to balance his flourishing career while also feeding his adventurous side. Connected through social networking, Michael uses Facebook groups for both business contacts and planning mountain bike excursions. Michael distinguishes himself in the office as a professional, yet still wants to be considered stylish and unique. As a ChineseAmerican, Michaels ability to speak Mandarin helps his networking at work and while volunteering at the community center in Chinatown. Despite his busy lifestyle, he stays connected with those who share his cultural background. ALICIA HERNANDEZ, a realtor in Miami, is in the early stages of her career but doesnt want to be identified only through her job. As a strong Hispanic-American woman, her career serves as economic support while she transitions into the next stages of her life. Alicia enjoys a fun night out with the girls but to be respected as an independent professional is very important. Alicia speaks Spanish when she visits her family.

DOUBLE DATERS (AGE 22-29)

VALS: Achievers, Experiencers, Makers PRIZMS: BriteLites, Lil City, Bohemian Mix, Cosmopolitans, Greenbelt Sports ANTHONY AND MICHELLEAnthony, an African-American and Michelle, a Chinese-Americanare an interracial couple living in Washington, D.C. In addition to their identity as a couple, they also define themselves culturally. Instead of keeping late nights and maintaining a constant on the go lifestyle, they now focus on balancing professionalism with fun and quality time. They are highly involved in the digital age, which allows them to connect with their friends and family.

TA R G E T

For our campaign to be effective, we focused on 20 DMAs which have the highest concentration of MC millennials.

destinations

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20

New York, NY Atlanta, GA Chicago, IL Washington, D.C. Philadelphia, PA Dallas-Ft. Worth, TX Miami, FL Los Angeles, CA San Francisco, CA Sacramento, CA Houston, TX San Antonio, TX Las Vegas, NV Seattle, WA Detroit, MI Boston, MA Baltimore, MD San Diego, CA Orlando, FL Austin, TX

CAMPUS

coverage
HISTORICALLY BLACK COLLEGES AND UNIVERSITIES Morehouse College, Spelman College, Clark Atlanta UniversityAtlanta University Center Consortium (GA) Florida A&M University (FL) Hampton University (VA) Howard University (DC) Southern University (LA) HISPANIC-AMERICAN SCHOOLS University of Texas-El Paso (TX) University of California-Los Angeles (CA) California State-Dominguez Hills (CA) Florida International University (FL) University of Texas-Pan American (TX) Arizona State University (AZ) CHINESE-AMERICAN SCHOOLS University of California-Riverside (CA) University of California-Irvine (CA) Stanford University (CA) New York University (NY) University of California-Berkeley (CA) University of Washington (WA)

MC millennials who attend college have an index of 132; therefore, placing extra emphasis on college campuses would be beneficial for Nissan. Colleges that have a high number of MC millennials include:

road map
RESEARCH
To further study and enhance our insights of MC millennials, we held focus groups and conducted surveys. For our focus groups and surveys, we designed questions to help us understand what they seek in vehicles. Style, price and gas mileage are held to the targets highest standards. We also are now aware of the targets familiarity with Nissans vehicles. We furthered our research through personal interviewing and secret shopping to understand the interaction between the dealerships and the target segments and to gather information from their perspective.

2,271 3 10 15
FOCUS GROUPS

RESEARCH IMPRESSIONS

200
SECRET SHOPPERS ONLINE SURVEYS
Furthered understanding of the targets insights and opinions about Nissan.

2,095
FACEBOOK IMPRESSIONS
Communicated with multiple university students and the target market according to their interests and current location.

PERSONAL INTERVIEWS

Gathered information on how dealers think and feel about Nissans target.

Talked with groups of 6-11 people within the target to gain in-depth information on their brand perceptions, shopping habits and important buying factors involving vehicle purchase. 34 African-Americans 14 Hispanic-Americans 10 Chinese-Americans

Analyzed Nissan dealership atmosphere and dealer interaction from our targets perspective.

they think
HOW
FOCUS GROUPS Each individual had different interests, backgrounds and cultural roots. Participants were brought to a room where we created a relaxed atmosphere and casually discussed vehicle opinions. In each group, we intentionally asked general questions about car brands and features and then launched into questions more focused on the Nissan brand. This was to eliminate bias. We also showed the participants various advertisements to gain opinions on Nissans impact and likeability. We learned that Nissans advertising adds to the category clutter and does not stand out. Most could not recall a memorable ad. We also determined most participants use the Internet and television, including mobile, tablet and computer platforms, validating our secondary research. Facebook proved to be an integrated form of communication with Twitter following close behind. When seeking information of vehicles, most visited the brands website, consumer reports and Kelley Blue Book. ONLINE SURVEY // FACEBOOK IMPRESSIONS With the information from focus groups, we constructed our survey to appeal to the targets styles and personalities. Reputations of brands play a large part in their purchasing decisions. They want to drive something that others can be jealous of and reflects their individuality. They would not purchase a car if it werent stylish; they want to drive a vehicle that looks good because ultimately it makes them look and feel good. Because they want to invest their money wisely, they prefer to conduct research before purchasing a vehicle. They consider the attitude of the dealer, the customer service availability, a knowledgeable staff and an inviting dealership atmosphere as important. They desire to purchase a vehicle that is fuel-efficient, of high quality and most importantly, reliable with a warranty. They see several features including anti-theft device, cruise control, dual climate control, keyless entry, heated seats, leather seats, memory seats, push button start, navigation system, rearview camera, side airbags, sunroof and traction control as luxury features. Social media are not their primary method from which they seek information on vehicles. But they would follow, like and subscribe if there were promotions or giveaways.

We observed gender and age differences, two critical factors to Nissans future advertising and communication with MC millennials.

I M PA C T O F

gender
Females were more interested in purchasing an allelectric car. Females had visited the Nissan website. Males were more partial about the importance of the iPod/MP3 adapter and premium sound.

I M PA C T O F

age
Brand popularity was more important to those 18-23 than those 24-29. Music was more important to those 18-23 than those 24-29. Visiting the website was more important to those 24-29 than those 18-23.

inspection
DEALERSHIP
PERSONAL INTERVIEWS Through personal interviews, we were able to understand a dealers perspective of the selling situation. While it is important to know how the target audience thinks, it is also just as important to understand how the dealers who interact with these customers think. We determined how dealers perceive the target and how they thought they should speak to them. Interviewees described the upbeat natures of MC millennials who value style, fuel-efficiency and price. These findings further established our secondary and other primary research that MC millennials desire to be unique, stylish and cost-conscious.

SPOTLIGHT ON DEALERSHIP CONFLICTS SECRET SHOPPERS After secret shopping at various Nissan dealerships in Memphis and Nashville, we observed the environment MC millennials experience. We observed the nature and attitude of the dealers, the organization of the lots, the atmosphere of the dealerships and the overall variety of cars. All customers who visit a car dealership: Unequal Treatment Poorly Trained Staff Want to be catered to in a relaxed, open environment where they feel free to ask questions without the added pressure of buying a vehicle Desire to be treated equally, regardless of their culture, skin color, gender or age Want a variety of colors, styles, models and features to be available Want the salespeople to have an understanding of all of the models

Limited Materials

Pressured Atmosphere

They prefer to experience something before they make a purchase. From observing dealerships, we realize that the personal relationships with the customer matters most.

consider
SOLUTIONS TO
NEED ONE: DEALERSHIP LIKEABILITY It is clear that the target audience desires to feel welcome and is attracted by the atmosphere and dealer/consumer interactions. One unfriendly experience at one dealership can possibly turn the target away from the brand as a whole. Establishing dealership likeability will not only improve the customer perceptions of the dealership but also the reputation as a brandsomething Nissan desperately needs as a company that sells cars. Customer service goes hand-in-hand with reliability. Hyundai offers trade-in value guarantee and General Motors offers Onstar. What unique customer service aspect will Nissan offer? Research shows that customer service establishes a favorable connection with dealerships and the brand. Research illustrates that all of these spiraling effects primarily begin at a dealerships reputation as it reflects upon the brand. NEED THREE: ATTENTION-ATTRACTING ADVERTISING Nissans style of cars is not outdated as its varying body styles prove to be significantly different and innovative. Knowing that MC millennials want vehicles with original design that appeal to their need for self-expression and personalization, Nissans advertising will relate to them through striking visuals, a personable message and strong media selection. Additionally, we will define the brand in a way that distinguishes the target as individuals; position Nissan as the brand that assists them through their life transitions; and align the brand with current technological trends.

known & wanted

MAKING NISSAN
NEED TWO: SPEAKING THE GENERATIONS LANGUAGE We need to speak in their languagesocial media. We suggest extending Nissans use of social media to include a new interactive microsite, a blog, an events smartphone app; using Shazam and Foursquare apps for promotions and advertising; and expanding Facebook, Twitter and YouTube through status updates and common hashtags. Nissans marketing objectives can be achieved through improving dealership interaction and implementing positive publicity of the brand. Currently, Nissan falls into just another car brand option. Instead, Nissan should promote an awareness movement to revamp its perception and to create a desire not only in the minds of those who are actively seeking new vehicles but also in those who have not yet thought to search for one. Nissans advertising and reputation should pervasively establish a position in the car market that better highlights on social media, unique styling and luxury features at prices MC millennials believe they can afford.

THE

big idea

Driven by You
DRIVING THE POINT HOME

Adventure

What defines an adventure? Is it exploring a new continent? Is it climbing Mount Everest? MC millennials are redefining their adventures. Experiences found in history books and movies set in distant places are now being documented through Twitter and Facebook because MC millennials make every effort to view their average experiences as personalized adventures. WHY WE CHOSE ADVENTURE DRIVEN BY YOU MC millennials interact with two categories of eventsdaily experiences and major life transitions. We plan to position the Nissan brand around both. Adventure Driven by You will convey their ability to find and create adventure in their everyday lives. Social media have become an outlet for MC millennials to document and share their adventures. Our campaign will not only deliver our target audience an innovation for adventure but also encourage them to share their Nissan adventures through social media. The campaign focuses on their desire for every day to be an adventure and Nissans ability to provide the innovation needed to attain that goal.

200

10

THE

big idea
They want to start trends. They crave self-expression and communicate through tweets, posts, links, likes and status updates. They join causes because they want to be a part of something bigger than themselves. They focus on efficiency so they can slow down and enjoy the ride. They like to break the mold with music, art and design. They start careers and invent jobs. They want to experience new places and move forward.

KEY FINDINGS MC millennial are searching for their personal identity. Because they are undergoing major life transitions, they want to express themselves while still projecting their attitude and ethnicity.

ADVERTING OBJECTIVES To increase knowledge of the brand among the target market To position the Nissan brand as a way for members of the target audience to define themselves and their actions in a way that distinguishes them as individuals To position the Nissan brand as the vehicle or key to help transport MC millennials from one transition of life to the next To align the Nissan brand alongside current technological trends, while showing its innovation of design and style WE PLAN TO ADVERTISE IN THE FOLLOWING: Cable and Network Television Internet Magazines Billboards In-stadium Restroom Movie Placement Transit ScreenVision Mobile Graffiti Mall Displays Green Graffiti

MAGAZINE

advertising
Michael W. 10 min Fought an uphill battle at work. Time for a downhill adventure.

Social media post gives a personal account of an adventure.

Photo on smartphone of core model and adventure.

Headline gives a bold summary of the adventure. Nissan logo and new tagline. Fine print displays starting price and options shown.

Work In. Work Out.

Head to the top, at the office or the mountains with All-Mode 4WD. The Nissan Pathfinder is the innovation to your adventure. Share your #AdventureNissan
Options shown. Nissan All-Mode 4WD available on specific models only. Pathfinder starts at $28.940.

Copy incorporates a vehicle feature, Nissans innovation theme and the #AdventureNissan hashtag. A call to interaction and a QR code link to the new microsite.

Scan the code to define your Adventure.

11

MAGAZINE

advertising
Gloria Patterson
5m

Anthony and Michelle

15 min

Won tickets to the big game. Drove 8 hours with friends. Let the tailgating begin! #AdventureNissan

First stop: Forever after and everything in between.

Just Marrie d

Step Up Your Game.

With enough room for four excited fans and tailgaiting suppplies, theres no reason to be stuck at home watching from the couch. The Nissan Altima is the innovation to your adventure. Share your #AdventureNissan
Sedan model shown. Interior size differs between sedan and coupe models. 60/40 Split fold-down rear seats allows for configurable space. Altima Sedan starts at $20,550.

Live In Comfort. Live Out Dreams.

No matter where you want to go, 38 miles per gallon lets you fill your car with more memories than gas. The Nissan Versa is the innovation to your adventure. Share #AdventureNissan
Options shown. 38 mpg is highway driving. Versa starts at $10,990.

Scan the code to define your Adventure.

Scan the code to define your Adventure.

12

PRINT

advertising
Alicia Hernandez @ Miami, FL Finished the interview tour. Got offers in four different states. Just took my dream job in Miami! 1 min ago via foursquare for iPhone Michael W. 10 min Fought an uphill battle at work. Time for a downhill adventure.

The below magazine ad will be translated into Spanish.

You Have Arrived.

You may not know where youll end up, but with a voice guided navigation system, youre guaranteed to get there. The Nissan Sentra is the innovation to your adventure. Share your #AdventureNissan
Options shown. Nissan Navigation System only available in certain models. Nissan Sentra starts at $16,250.

Work In. Work Out.

Head to the top, at the office or the mountains with All-Mode 4WD. The Nissan Pathfinder is the innovation to your adventure. Share your #AdventureNissan
Options shown. Nissan All-Mode 4WD available on specific models only. Pathfinder starts at $28.940.

Scan the code to define your Adventure.

Scan the code to define your Adventure.

13

TELEVISION

spot
FRAME 1 MUSIC: Upbeat song begins and continues SFX: Twitter alert (dinging bell) FRAME 2 - FRAME 5 MUSIC: Continues
FRAME 1 - SHAZAM FRAME 2 - READY TO BEGIN MY #ADVENTURENISSAN (TWEET) FRAME 3 - IN THE ALTIMA FRAME 4 - ON THE ROAD

The 30-second spot brings to life the Altima print ad. It shows the adventure of Gloria Patterson from beginning to end, the involvement of Nissan and her use of social media to share her adventure. We take advantage of the Shazam app as a way to initiate further interaction with the target by tagging our original music in the commercial and providing a direct link to the UR Nissan microsite.

FRAME 6 MUSIC: Continues SFX: Twitter alert (dinging bell) FRAME 7 MUSIC: Continues SFX: Audio from YouTube Video FRAME 8 - FRAME 10 MUSIC: Continues SFX: Snapshot sound FRAME 11 - FRAME 12 MUSIC: Music goes low and under, fading out. NARRATOR VO: Innovation for Adventure. Innovation for All SFX: Nissan logo sound.

FRAME 5 - ICE CREAM DATE

FRAME 6 - MEET UP FOR BURGERS BEFORE THE GAME (FOURSQUARE)

FRAME 7 - #ADVENTURENISSAN BEFORE THE BIG GAME (YOUTUBE)

FRAME 8 - PULLING UP TO THE FOOTBALL STADIUM

FRAME 9 - GETTING OUT OF THE ALTIMA

FRAME 10 - HANDS PHONE TO FRIEND FOR A PICTURE

FRAME 11 - PHOTO TAKEN AND POSTED ON TWITTER: MY #ADVENTURENISSAN TOOK ME ALL THE WAY TO THE BIG GAME!

FRAME 12 - LOGO PRESENTATION

14

O U T- O F - H O M E

advertising
IN-STADIUM

MC millennials are out and about, so we will meet them where they are: on the road, on a run, at a game or on campus.

BILLBOARD

GRAFFITI WITH QR CODE ON BUILDING WALLS

DONT TEXT & DRIVE

GREEN GRAFFITI ON COLLEGE CAMPUSES

15

O U T- O F - H O M E

advertising
<< ESCALATOR AD

ONLINE

advertising

TAKE A PEAK.
Whats your #AdventureNissan?

<< MOBILE APP BANNER

<< TAXI TOP AD

What does your #AdventureNissan look like?

INTERNET ROTATION BANNERS

Adventure Driven by You

<< RESTROOM AD

Its your world. Its your life. Share your #AdventureNissan

16

DEALERSHIP

environment
KEY FEATURES OF INTERACTIVE KIOSK>> Locate one digital kiosk at each of the 1,100 Nissan dealerships with access to brochures of cars, Internet connection to the Nissan websites and microsites and the option for customers to sign up with their email address to have information sent to them. The kiosk includes a 19 inchLCD touch screen display in an aircraft-grade aluminum enclosure, Logitech sound system, vandal resistant locking mechanism, internal service keyboard/trackball and wireless kit.

Making changes to the dealership experience is an essential part of improving the Nissan brand. Adapting to the technological advances is important for dealerships to operate efficiently and engage customers in an interactive experience. Embracing technology draws in MC millennials who not only find these advancements useful but also are enthusiastic enough to adopt them into their everyday lives. Along with being up-to-date on technology, focusing on improving sales associates performances is fundamental since they are Nissan brand ambassadors. Providing them with the tools to effectively promote Nissan and connect with customers creates a solid foundation for lasting customer relations. The overall goals for changing the dealership experience are to attract and win new clients as well as to nurture and retain current clients by embracing and using new technology, giving employees the resources to become brand ambassadors of Nissan and continuously working to make customers experiences outstanding.

QR CODE ON VEHICLES Every car will have a QR code that links directly to the cars information page on the Nissan website.

17

DEALERSHIP

environment
DEALERSHIP INTERACTION CONTEST Create Undercover for Cash, a mystery shopper contest. Customers sign up on the website to complete an evaluation of their dealership experience. Dealerships with the highest customer service ratings will be distinguished as a 4-star dealership and possibly win additional prizes. Each person who participates is eligible for a monthly $1,000 prize.

NISSAN BRAND AMBASSADOR POSTERS Supply posters and handouts in the break room to remind sales associates how best to represent Nissan when dealing with MC millennials.

REVAMP DEALER BUSINESS CARDS Equip all sales associates with business cards that have a QR code linking to the Nissan Contact Us webpage. MC millennials can obtain information about the Undercover for Cash contest.

JEFFREY SMITH Sales Consultant Office: 214-475-3948 Cell: 214-394-4958 Fax: 214-354-5894 jsmith@nissanusa.com

VISIT OUR WEBSITE BY SCANNING THE QR CODE ABOVE WITH YOUR SMARTPHONE. FIND OUT HOW YOU CAN BE A MYSTERY SHOPPER FOR NISSAN AND WIN CASH!

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WEBSITE

design

Although the current Nissan website is successful in both content and design, it lacks qualities that would attract and captivate the target audience. Introducing a microsite designed for MC millennials is an approach that allows the focus to be completely on them without abandoning the current website that caters to a much larger public. The Internet provides unlimited access for its users to explore anything they desire making it difficult to keep their attention; therefore, having an exciting, targeted website is crucial. Features that are exciting, entertaining and educational will depict Nissan in a way that appeals to MC millennials passions, individualities, cultures and lifestyles. MC millennials need a niche website giving them a unique online experience that provides them with information on promotions directed to them, interactive tools and links to social media sites. Presenting Nissan in a way that MC millennials can identify with, through an expansive channel, is imperative for success.

TAGLINE CHAN

GE

Adventure Driven by You

UR

NI

N SSA

LIN

UR Nissan

19

UR NISSAN

Create an introduction page for the Nissan website where customers can choose which webpage to visit (nissanusa.com vs. nissanusa.com/URnissan). The Nissan USA homepage will also have a tab that stands out to link visitors to the UR Nissan microsite page. Both sites will feature the campaigns new tagline.

A personality quiz, Whats UR Nissan Match? that matches MC millennials to a car that best suits them.

Create a microsite (UR Nissan) dedicated to MC millennials. This page will stand out from the rest of Nissans website with a younger, fresher feel using bright colors and a dynamic design. The focus of the page will be to promote events, link to Nissans social media pages and entertain with interactive tools. THE NISSAN PROMOTIONAL EVENTS Show Us Your Juke Your Maximum Adventure Adventure on the Big Screen Nissans Earth Day Adventure Hidden Adventure Dont Text and Drive College Tour Sponsorships - HBCU Classics - Latin Grammys - Heritage Adventure Festival

A tool, Nissan Photo Booth, which allows MC millennials to upload their photo to see how they would look driving a Nissan.

Register to be a Mystery Shopper. Customers can register online to complete a survey about their dealership experience to win prizes.

20

SURVEY SWEEPSTAKES

PHOTO BOOTH

PERSONALITY QUIZ

microsite

SOCIAL

media
The top border is the same as the Nissan websites homepage so our audience has easy access to Nissans website at all times. Links to pages in Spanish, Mandarin and Cantonese. Easy access to Nissans Social Media sites

BLOG Create a blog page with MC millennial interns blogging about Nissan, Nissan promotional events and Nissan news. The blog will reference and link to Twitter, Facebook and Foursquare.

This list creates more interest in Nissans promotions and events.

Show Us Your Juke! Nissan is teaming up with MTVs hit reality dance competition, Americas Best Dance Crew, to give you and your friends a chance to winning an automatic bid for the 2014 ABDC competition, $25,000 cash prize and a Nissan Juke! There will be one winner each week of the competition as well. Because Juke refers to a type of dance, Nissan wants you and a group of your friends to make a video showing off your Juke. Get with your friends, make a dance video, and submit it to the Nissan microsite after watching the 2013 premiere of ABDC. Mario Lopez and the JabberWockeeZ will be launching the event on premiere night and will be giving you more details. You will upload your dance video to the microsite weekly for 9 weeks, and

Archives provide easy access to information for visitors of the blog organized by month and year of the post.

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SMARTPHONE APP Create Nissan Events App for Nissans promotional and public relations events Each promotional event can be selected to provide detailed information

NISSAN EVENTS APPLICATION LOG-IN SCREEN Users must sign in to the app via Facebook. Choose the year and month to search for Nissans events. The app is free to download. It offers a way for everyone to join the adventure.

NISSAN EVENTS PAGE ACCORDING TO DATE See which Nissan event is happening near you. Select an event, tap your selection to read details. Finished searching for this months events? Change the month to see more events.

NISSAN EVENT DESCRIPTION When you tap on an event, you will be prompted to a full description of the event. Scroll down to read all information. When youre finished, hit the back button to return to the previous screen.

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SHAZAM Use Shazam, a song identification app featuring a 100% opt-in environment for customer interaction, will direct MC millennials to the Nissan website. - Original music will appear in Nissan commercials and viral videos. When viewers use Shazam while the song is playing, they will be taken to the Nissan website. TWITTER Pictures and updates of Nissans Earth Day Adventure, the Dont Text and Drive College Tour and Adventure on the Big Screen will be featured. Pictures will be uploaded via Wi-Fi hot spots. Links to Nissans Hispanic-specific Facebook Fan Page will include all information about our promotions translated to Spanish and have special behind-the-scenes pictures from the Latin Grammy Awards. NISSAN YOUTUBE CHANNEL Viral videos will create a social media buzz by people sharing the link via Facebook, Twitter and email. Buzz also will be created by people creating their own version of the video as spoofs. Ideas would include: - Friends on a road trip camping. They hear something in the woods and hide in the Nissan jamming to music and talking about how awesome the trip has been even sleeping in the car. - Friends follow their favorite band around the U.S. in their Nissan. The video would feature the bands original music. Shazam would send viewers to the Nissan webpage for the featured vehicle. - Bikes on the back of a car with MC millennials talking about their upcoming mountain biking excursion and how Nissan is getting them there in style. Show Us Your Juke event - The final vote will consist of nine weekly winners posted on Nissans YouTube channel.

Use hash tags on all integrated communications, including commercials, print executions, on the blog and at events to get MC millennials tweeting. Each event will have its own hash tag. - #AdventureNissan - #NissanUSA - #ShowUsYourJuke - #NissanEvents - #DontTextAndDrive

FOURSQUARE FACEBOOK Personal Facebook accounts will be the entry point to login to the Nissan event smartphone app. - MC millennials have easy access via their laptops, tablets or smartphones. - Videos from the weekly nominees and winners of the Show Us Your Juke competition will be featured. Use Foursquare for the Hidden Nissan event. - Each time a contestant checks-in at a cars location, clues about the location of the next car will be provided via the specials function of Foursquare. Everyone will be able to check-in at all events and promotions. Award Nissan event badges to participants when they check-in at each event.

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Events integrated with the online experience via the microsite. Events integrated with social media via Facebook using Nissans Facebook fan page and Twitters hashtag.

NATIONAL Show Us Your Juke (April to June 2013) Sponsor a competitive dance contest with Americas Best Dance Crew, an MTV reality show featuring competing dance groups. Feature the Nissan Juke. JabbaWockeeZ, season 1 winner, launches contest. Groups upload their dance videos to the Nissan microsite. Top videos posted on Nissan YouTube channel and Facebook Fan page. Online site voting for 24 hours. One winner selected for nine weeks. Overall group champion wins a bid to 2014 competition, one Juke and $25,000. Create social media buzz and tweets using #ShowUsYourJuke. Your Maximum Adventure (September 2013 to March 2014) Create buzz and an opportunity for MC millennials to demonstrate their Nissan adventures. Upload photos and videos of adventures to the Nissan microsite. Best Adventure entry wins a Maxima. Dealerships, social media, the Nissan microsite and the Nissan Facebook page supports this promotion. Weekly prize of $1,000 for best adventure. Create social media buzz and tweets using #MaximumAdventure.

MAXIMUM ADVENTURE

DMAs Nissans Earth Day Adventure (April 22, 2013) Host a local artist mural contest, a community clean-up and a concert. Encourage participants to recycle, garden, clean graffiti and plant trees. Participants in the clean-up vote on the best mural. Artist with most votes wins a Nissan Leaf and $10,000. Concert features local bands, food and eco-friendly information. Show Nissans eco-friendliness. Garner positive public relations social media buzz by showing Nissans ingenuity and eco-friendliness. Create social media buzz and tweets using #NissanEarthDay.

Earth Day

Adventure on the Big Screen (May 2013) Create a sponsorship with the movie Fast 6. Feature Nissan GTRs and cardboard cut-outs of the actors in the theater lobbies. Launch campaign opening weekend in May 2013. Place cut-outs of actors with GTRs seen in Fast 6 at the dealerships. Provide a $2 discount-off movie ticket for people who test drive a Nissan car at local dealerships. Adventure on the Create social media buzz and tweets using #AdventureontheBigScreen.

BIG SCREEN

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DMAs Heritage Adventure Festival (May 2013) Sponsor festival during Asian Pacific Heritage month. Hold festivals in Chinatowns or the designated Chinese business district in each DMA. Provide Chinese food, beverages and entertainment. HERITAGE Provide volunteer opportunities for Chinese-American college students. ADVENTURE Donate $20,000 to the local Chinese-American non-profit association. Local dealers provide cars for display; the Nissan Versa will work as the official car of the event. Create social media buzz using #NissanHeritageAdventure. Hidden Nissan (June to July 2013)

promotions
estival F

HIDDEN

Create scavenger hunt to increase interactivity and social media buzz with Foursquare. Hide one Sentra in each DMA. Participants use Foursquares GPS to check-in at cars location. Participants receive specials and badges which offer the next clue, specific promotions and reward loyal customers. Every week after cars have been moved, previous Foursquare clue invalid. Winner of a Sentra in each DMA is first person to check-in at the location of the last clue. Create social media buzz and tweets using #HiddenAdventure.

TARGETED COLLEGES Dont Text & Drive College Tour (September to November 2013 and January to March 2014) Sponsor a Dont Text & Drive College Tour at 19 schools with the heaviest concentrations of MC millennials to raise awareness for road safety and to establish Nissan as a safe brand. Display cars for students to get first-hand experience about the safety features. Incorporate an I Will Not Text & Drive pledge with giveaways. Create a simulation in campus parking lots for students to experience driving with and without texting. Concert features Lupe Fiasco, Flo Rida and Coldplay. Hosted by Duke Hill and Nicole Lyn. Create social media buzz and tweets using #DontTextAndDrive. HBCU College Football Classic Games (September to November 2013) Sponsor the halftime shows, step shows and tailgating before and during the games at five HBCU classic football games. HBCU Classic games include: - Chicago Football Classic (September, Soldier Field, Chicago) - Atlanta Football Classic (September, Georgia Dome, Atlanta) - Southern Heritage Classic (September, Liberty Bowl, Memphis) - State Fair Classic (October, Cotton Bowl, Dallas) - Bayou Classic (November, Superdome, New Orleans) Donate $100,000 at each halftime to the United Negro College Fund. Nissan Pathfinder will be the spokes-car for the tailgating. Food, non-alcoholic beverages and giveaways distributed to students. Create social media buzz and tweets using #NissanClassic.

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promotions
Sponsor red and green carpet shows, interviews, performances and after-party at Latin Grammy Awards. Integrate Latin Grammys into the current Nissan Facebook Fan Page and Nissan Spanish Facebook Fan Page. Feature Sentra and Altima as spokes-cars for the after-party. Donate $100,000 to support music education and programming through a DJ academy, which will implement Spanish-language workshops. Create social media buzz and tweets using #NissanLatinGrammys.

IC

budget
$3,300,000 $1,510,000 $780,000 $165,000 $70,000 $6,050,000 $77,500 $10,000 $8,400 n/a n/a $75,000 n/a $2,500,000 n/a n/a $50,000 n/a $71,750 $71,750 $1,500,000 $3,000,000 $2,100,000 $22,098,800

Latin Grammy Awards (November 2013)

PROMOTIONS/EVENTS Top 20 DMA Events Nissan's Earth Day Adventure Adventure on the Big Screen Hidden Adventure NATIONAL EVENTS Show Us Your Juke Your Maximum Adventure COLLEGE EVENT Don't Text and Drive College Tour SOCIAL MEDIA Bloggers Smartphone App Shazam Twitter Facebook YouTube Foursquare DEALERSHIP ENVIRONMENT Digital Kiosks Business Cards Nissan Ambassador Posters Mystery Shopper Contest ONLINE EXPERIENCE Re-vamp Nissanusa.com with features PUBLIC RELATIONS Earth Day PR representative Don't Text & Drive College Tour PR rep Latin Grammys Sponsorship HBCU Classics Chinese Heritage Adventure Festival TOTAL

IC

schedule
Apr 13 May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar 14

NATIONAL PROMOTIONS Show Us Your Juke Your Maximum Adventure DMA PROMOTIONS Adventure on the Big Screen Hidden Adventure PUBLIC RELATIONS Nissan's Earth Day Adventure Chinese Heritage Adventure Festival HBCU College Football Classics Don't Text and Drive College Tour Latin Grammy Awards DEALERSHIP ENVIRONMENT SOCIAL MEDIA ONLINE EXPERIENCE

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MEDIA OBJECTIVES Target Audience: To increase market share among African-American, Chinese-American and Hispanic-American millennials by expanding brand awareness and favorability through integrated communications and marketing strategies. Media Mix: To implement a media mix that includes national TV, national magazines, Internet and out-of-home media. Reach and Frequency: To increase reach to 90% with a frequency of 5. Scheduling and Timing: To enforce a media mix that will include both a continuous and flighted scheduling from April 2013 to March 2014. Media Budget: To implement a media schedule with a budget of $78 million. Geography: To focus a media plan nationally and heavy-up within 20 DMAs and 19 colleges and universities with a high population of MC millennials.

Out-of-Home 37.6%

Movie Placement 3.9% Mobile 1.9%

Network 10.20% Cable 11.48%

MEDIA STRATEGIES Kick off with a heavy-up in April 2013; end in March 2014. Use a continuous national base of network and cable television, Internet and magazines. Flight movie product placement nationally. Flight additional media weight in the 20 DMAs with high concentration of the target. Flight additional media weight in key market college campuses with high student population within Nissans target audience.

Internet 18.2%

Magazine 16.7%

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plan
CABLE TV Adult Swim Telemundo Comedy Central Mun2 Bravo BET LOGO MTV MTV2 MTVU MTV Tr3s TBS Nick At Night Oxygen

NATIONAL CONTINUOUS Network and Cable Television: $16,910,000 MC millennials watch television programs on cable and network channels during prime time and late night dayparts. Channels were selected by crossreferencing what African-Americans, Hispanic-Americans and Chinese-Americans watch. Additionally, MC millennials watch them on several platforms, including tablets or smartphones. Our goal is to increase reach while remaining cost-effective; 30-second spots on each channel will be placed in the highest-rated shows throughout the year. NETWORK TV

CW

China Central TV CTI - Zhong Tian

Univision

ESPN

ESPNU Fox

TV One

Internet: $14,190,000 Nissans target audience is highly interactive with Internet and social media, spending an overwhelming amount of time on the Internet for both work and play. MC millennials stream their favorite shows and music through their computers and smartphones to a greater degree than preceding generations. With the innovation of new media and technology, traditional media such as magazines, television and radio have found a way to reach their target audience online. We will place additional media weightrotational banners, sponsored sidebars, banner ads and 30-second video spotson websites corresponding with their print magazines, network and cable channels, websites frequently visited by MC millennials and websites with streaming video. ROTATIONAL BANNERS Expedia Google Kelley Blue Book Orbitz Priceline STA Travel Ticketmaster SPONSORED SIDEBARS Facebook STREAMING TV YouTube Vimeo Hulu BANNER ADS BET.com BRAVOTV.com CW.com ESPN.com LOGOTV.com MTV.com TBS.com

TELEMUNDO: hmsnlatino telemundo.com VH1.com Fox.com Univision.com CNTV.en CTITV.com

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AFRICAN-AMERICAN Black Enterprise Black Men Magazine ESPN the Magazine Essence Heart and Soul Sister 2 Sister Sports Illustrated Vibe XXL HISPANIC-AMERICAN Alma Cosmopolitan en Espaola ESPN Deportes Hispanic Magazine Latina Magazine FAMA Magazine Latino Bride & Groom Urban Latino CHINESE-AMERICAN 13 Minutes Audrey Hyphen Molchi

NATIONAL CONTINUOUS Magazines: $13,000,000 Nissans target market consists of three niches with their own magazines. These ethnic-centered magazines allow young, diverse individuals to connect with their cultural roots and individual style. Magazines retain a high pass-along rate among friends, increasing reach and frequency. They will feature four color, one-page ads that will run continuously.

Mobile: $1,500,000 Smartphones play a major role in the lives of our target audience. MC millennials use their smartphones to browse websites, download apps, e-mail and listen to music. Because they are exposed to ads through their smartphones, targeted mobile web banners and 30-second mobile video spots will be placed in a variety of popular smartphone applications. These apps include Pandora, Spotify and Shazam.

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Transit $2,500,000 Transit media are ideal to reach a captive audience who has time to read and fully comprehend the message. A combination of bus shelters, subway/ light-rail interior transit cards, taxi tops and videos will run April through December 2013 in available DMAs. ScreenVision $2,500,000 Adults ages 18-29 are twice as likely to go to the movies than to bars or nightclubs at least once a month. Additionally, because 85 percent of all Hispanics and 73 percent of all African-Americans go to the movies, 30-second spots will run on two screens in ten cinemas in the top 20 DMAs April through August 2013. Mall Displays $344,000 MC millennials crave adventure in all they do, from shopping to eating and traveling. With their busy lifestyles, it is important to catch MC millennials while they are interacting with others and can fully engage a message. Backlit displays, trumpet banners, escalator and elevator posters will run in two malls in April through December 2013 in the top 20 DMAs. Green Graffiti $200,000 Green graffiti will be placed on the selected 19 campuses April and May 2013 and again September through March 2014 to correspond with universities calendars. This buy will reach eco-friendly MC millennials and also those who enjoy unique and modern ways to advertise.

NATIONAL FLIGHTED Movie Placement: Fast and Furious 6 $3,000,000 Because each Fast and Furious movie highlights cars and has achieved a domestic gross of more than $209 million, we recommend that Nissan vehicles be positioned in the franchises sixth installment. Fast and Furious 6, which opens May 24, 2013, allows Nissan to gain positive national exposure. MC millennials will see close-ups of the cars logo, style, features and performance. OUT-OF-HOME SPOT CONTINUOUS Restroom Ads $3,240,000 Stall doors, mirrors, urinals and door handles will run at movie theaters, in stadiums correlating with the Classics and bars and grills in the top 20 DMAs. Using restroom advertising will allow Nissan to engage with MC millennials in an unexpected and a creative way. Graffiti $500,000 Graffiti, an exciting form of art that uses a wide array of colors, appeals to MC millennials and can help captivate their attention. This buy will increase reach and frequency using a unique medium. Graffiti will run in the top 20 DMAs. FLIGHTED Billboards $13,881,200 Based on 50-showing a month in the top 20 DMAs, we will effectively increase reach during the months that involve heavy traveling. Billboards will be flighted April through November 2013. In-Stadium $7,500,000 MC millennial college students attend their schools sporting events. Instadium advertising will run in the five stadiums that host the popular HBCU football Classics. Video boards, signage, lobby screens and scoreboards will run September through November 2013. The classics include: Chicago Football Classic, State Fair Classic, Florida Classic, Bayou Classic and the Southern Heritage Classic.

SOURCES - Nielsen Company - SRDS - Ad-ology - Experian Simmons - Media Flight Plan - Getty Images - NissanUSA.com - VALS and Prizms - NASC Case Study

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CONCEPT AND COPY TESTING To understand how MC millennials identified with our concept, we conducted in-depth interviews. We presented our Adventure Driven by You advertising, promotional and public events ideas. The responses were encouraging and supported our adventurous mindset concept:

evaluation

IC AND MEDIA EVALUATION Continued evaluation of our campaign is essential to measure its success. To fully interpret our Return on Investment (ROI) measurements, we measured the targets interest, influence and involvement. All evaluation techniques permit us to identify potential problems, enabling us to make changes. AUDIENCE INTEREST Conduct focus groups to measure the targets reaction to Nissans new look, tagline recall and positioning. Conduct a post-buy analysis to ensure that reach and impression media goals are being met. AUDIENCE INFLUENCE Measure target audiences influence with their responses to the online Mystery Shopper survey on the microsite. Undercover for Cash contest at local dealerships will work not only as a promotion but also as a measurement tool to gauge our ROI with dealerships. Measure Twitter hashtags usage, Foursquare, check-ins, Facebook likes, YouTube hits and participation in the promotional and public relations events. AUDIENCE INVOLVEMENT Compare hits on our adventure-themed accounts to Nissans social media numbers before the campaign. Measure fiscal figures among MC millennials who test drive and/or purchase a Nissan after promotions, specifically ones that involve a spokes-car such as the Show Us Your Juke event. Measure the increase of hits on the Nissan homepage, Nissanusa.com. Measure traffic on the campaigns microsite, Nissanusa.com/urnissan.

I really like the Step Up Your Game ad. I feel like it really reaches out to what matters to me.

If I saw these ads, I would definitely stop and look. I liked them immediately.

THE

credits

CREATIVE TEAM Daniel Scruggs Crystal Anderson Demi Jo Dalrymple PLANS BOOK TEAM Sydnee Hammond Kristin Kelly MEDIA TEAM Walter Smith Georgia Murk Jerry Williams INTEGRATED COMMUNICATIONS TEAM Chris Porter Emily Bottom CJ Kelman Tiffany Sherfield Jessica Calvert Jonathan Vaughan Dre Hutchison Barbara Riles Caitlin Giovannetti Heather Zepponi

Uni v 201 ersity o 2 A f dver Memp tisin h g T is eam

TEAM ADVISOR Dr. Sandra H. Utt