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MAKE YOUR MOVE

BUTLER UNIVERSITY


introduction It’s Time to Make Your Move TABLE OF CONTENTS 01 |

EXECUTIVE SUMMARY

02 |

SWOT

03 |

COMPETIVE AND AUDIENCE ANALYSIS

04 |

MCM CAR PERCEPTIONS

05 |

TOP MCM DMAs

06 |

CAMPAIGN STRATEGY

07 |

THE CAMPAIGN

08 I

PRINT ADS

10 |

ONLINE ADS

11 |

BROADCAST AD

12 |

AMBIENT ADS

13 |

MICROSITE

14 |

PARTNERSHIPS

16 |

PR EVENTS

18 |

SOCIAL MEDIA

20 |

ONLINE

21 |

PROMOTIONS

22 |

DEALERSHIP EXPERIENCE

24 |

WORD OF MOUTH

25 |

MEDIA BRAKEDOWN

26 |

MEDIA SCHEDULE

27 |

MEDIA PLAN

32 |

CONCLUSION

Executive Summary The Lowdown

Who We’re Talking to

‡

Multicultural Millennials ‡ 18-29 year old Hispanics, Asians and AfricanAmericans ‡ Optimistic, but realistic ‡ Pursue change, novelty, challenge, and adventure, but still respect traditions and customs ‡ Independent thinkers that are still open to suggestions from peers and elders

‡

Make Your Move creates a brand image and identity that drives Multicultural Millennials (MCMs) to purchase a Nissan This innovative, passionate, and candid campaign builds Nissan’s multicultural market share

Oh, the Inspiration

Execute: The Big and Bold

The Right Position ‡ Nissan is a bold, innovative, vibrant brand that MCMs can relate to. From the daily to the spontaneous, Nissan is along for the journey. Creative Masterminds ‡ MCMs are the heart and soul of Make Your Move campaign. With a focus on the passions, lifestyles and traditions of MCMs, the campaign treats the audience as a peer, cutting through the clutter of traditional automobile advertising.

‡

‡

‡

Buzz is the mantra. Make Your Move is an interactive conversation-starter, giving MCMs something to talk about The campaign engages MCMs across a variety of platforms, creating a lasting relationship with Nissan MCMs are connected—leaving Nissan with the perfect opportunity to engage in their digital and physical communities

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1


research How We Measure Up SWOT  Analysis     Strengths Communication with MCMs ‡,PSUHVVLYHFRPPXQLFDWLRQZLWK0&0VKDVDOUHDG\EHHQ established. In fact, Nissan ranks 3rd in total multicultural share. Diverse Product Offering ‡7KHGLYHUVH1LVVDQSURGXFWRIIHULQJFDQEHFXVWRPL]HG to match almost any consumer’s needs. Innovation ‡1LVVDQDQG0&0VERWKVKDUHDQDIÀQLW\WRLQQRYDWLRQ

2

Opportunities Innovative Mobile Technology ‡0&0VҋIDVWSDFHGOLIHVW\OHVUHTXLUHPHVVDJLQJWKDWDOORZVWKHPWR access information when and where they want it. Communities ‡&RPPXQLWLHVDUHSUHVHQWLQWKHGLJLWDOVSDFH%\FUHDWLQJSK\VLFDO and digital communities, MCMs feel connected wherever they go. A Car is Not Just a Car ‡$FDULVQRORQJHUMXVWDPHDQVRIWUDQVSRUWDWLRQIRU0&0V,WҋV less about the insides of the car and more about the memories MCMs create. Quality and Value ‡%HFDXVHVPDUWVSHQGLQJLVLPSRUWDQWWR0&0VLWLVQHFHVVDU\WR KLJKOLJKWWKDW1LVVDQLVDTXDOLW\FDUWKH\FDQDIIRUGDQGHQMR\

Weaknesses

Threats

Brand Image and Identity ‡1LVVDQLVFXUUHQWO\ODFNLQJDVWURQJEUDQGLPDJH and overall cohesive identity. Consumer Reviews ‡1LVVDQDXWRPRELOHVGRQҋWDOZD\VUHFHLYHIDYRUDEOH consumer reviews. Who’s Nissan? ‡1LVVDQLVQRWWRSRIPLQGDPRQJ0&0V

Fierce Competition ‡7R\RWDDQG+RQGDSRVHDVH[WUHPHFRPSHWLWLRQEHFDXVHWKH\DUH the leaders in the automobile industry and multicultural segments. Cutting Through the Clutter ‡7KHLQGXVWU\DOUHDG\KDVDQRYHUVDWXUDWHGDGYHUWLVLQJHQYLURQPHQW

MAKE  YOUR  MOVE


research Multicultural Millennials... huh? Competitive Analysis

Audience Analysis The research data proves it.7KHUHDFWXDOO\LVQҋWDVLJQLÀFDQW difference among the different segments of MCMs when it comes to most of their attitudes and behaviors. Because of this, the Make Your Move campaign targets MCMs as a whole by creating an overarching individual that represents all segments, genders and ages within the original target audience.

Due to the similar styling, product offerings, price, and target audience, Honda and Toyota are Nissan’s direct competitors. ONLINE FOCUS GROUP INSIGHTS

Sorry, I can’t come to the music festival with you guys this weekend. It’s my parents’ 25th anniversary.

I might live in my parents’ basement right now, but it’s only temporary. I’ve got plans.

What inspires me? Discovering new perspectives through arts and sports events.

While I like to splurge on my must haves, for the most part I shop smart and look for my closet basics at a relatively low price.

I’ll let people give me advice, but that doesn’t mean I do H[DFWO\ZKDWWKH\WHOOPHWR

My education and job are important to me, but I’d much UDWKHUEHRXWH[SORULQJWKH city with my friends.

I crave connections... ...to the Internet ...to my community

Honda: ‡ (IÀFLHQWJDVPLOHDJH ‡ Affordable ‡ Reliable ‡ Stylish/Trendy/Futuristic Toyota: ‡ Affordable ‡ ´$ER[ZLWKIRXUZKHHOVµ ‡ Reliable ‡ Stylish/Trendy Nissan: ‡ 'LIIHUHQWWKDQWKH´QRUPµ ‡ Stylish ‡ Standard cars with customizability options

Case Study Findings Focus Group Findings Secondary Research Findings

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research What’s Your Dream Car? MCM Car  Perceptions “The car ends up doing more than taking me from point A to point B. It creates memories, sprouts friendships, blooms relationships, and puts one hell RIDJULQRQP\IDFHµ/HH

Being eco-friendly is important to MCMs, but they can’t afford a completely green lifestyle or car right now.

“The reason I look for comfort in my car is because after a long stressful day at work and having to think about the long commute home, I’d want to EHDVUHOD[HGDVSRVVLEOHLQ my car while in the middle of WUDIÀFµ5\DQ

New technology and customizability draw MCMs in, but ultimately they will buy the car with the most bang for their buck.

The high cost of a new car can sometimes scare MCMs away, but they aspire to be able to afford one in the future.

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MAKE YOUR  MOVE

“Price and reliability. I am looking for something that I can afford, in addition to something that will safely get me to wherever ,DPJRLQJRQDGDLO\EDVLVµ$PDQGD

A car does not GHÀQHDQ0&0


research Where Do MCMs Call Home? Top  35  MCM  DMAs 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

New York, NY Los Angeles, CA Chicago, IL Philadelphia, PA Dallas, TX San Francisco, CA Boston, MA Washington D.C. Atlanta, GA Houston, TX Detroit, MI Seattle, WA 3KRHQL[$= Tampa, FL Miami, FL Denver, CO Sacramento, CA St. Louis, MO Portland, OR Charlotte, NC Indianapolis, IN Baltimore, MD San Diego, CA Salt Lake City, UT Milwaukee, WI Cincinnati, OH San Antonio, TX Birmingham, AL Las Vegas, NV Austin, TX Louisville, KY Buffalo, NY New Orleans, LA 7XFVRQ$= Ames, IA

MAKE  YOUR  MOVE

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creative Campaign Strategies The  Big  Idea

Make  Your  Move

Branding

Vibrant, young, creative, innovative. Nissan is innovative, there’s no doubt about that. Make Your Move is the vehicle that drives this innovation in MCMs’ lives. Make Your Move inspires them to create innovation, and Nissan is along for the ride.

Talk  to  Me Voice

Bold, Â Baby Colors

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MAKE  YOUR  MOVE

6XEWOHEROGFRQÀGHQWFOHDU Let’s be real‌Information is what MCMs value, and they’re tired of the lecture approach. Make Your Move gives it up front in a friendly way. Nissan helps MCMs move forward on each individual journey, without looking back.

A take on turquoise, tangerine, and granny-smith apple. MCMs are all about COLOR! Itâ&#x20AC;&#x2122;s a part of their everyday routinesâ&#x20AC;&#x201D;whether itâ&#x20AC;&#x2122;s the clothes they wear, the music they download, or the photos they WDNHZLWKWKHLUEHVWEXGV0DNH<RXU0RYHUHĂ HFWV 0&0VŇ&#x2039;FRORUIXOOLIHVW\OHVLQDOOH[HFXWLRQV


creative The Big Picture

The Campaign MCMs make

decisions, constantly.

Not big, life altering decisions, but everyday choices WKDWOHDGWKHPWRWKDWQH[WELJVWHS0&0VOLYHOLIH to the fullest and are hopeful about the future. So, what’s the recurring theme we see in their lives?

Movement. Make Your Move is an integrated effort that gets consumers moving forward in their lives. Make Your Move reminds MCMs that life

is a game

of strategy, and every day brings a thousand decisions: Do, don’t. Yes, no. Stay, leave. It doesn’t matter what they choose, they just have to make one. Make Your Move uses a soft sell to build the lifestyle

brand that speaks directly to MCMs.

MAKE YOUR   MOVE MAKE  YOUR  MOVE

7


creative The Glossies Print Ads We’ve all seen this ad: glamor shot of a car, positioned against a dramatic background with fancy copy. This doesn’t resonate with MCMs. MCMs want to picture themselves behind the wheel of a Nissan. In order to achieve this, Make Your Move print ads touch on what MCMs cherish the most: music, art, friends, relationships, and the joy of being young and optimistic. They don’t care about RZQLQJDÁDVK\FDUWKH\ZDQWDFDUWKDWҋVUHOLDEOHLQ their ever-changing adventure called life.

The {Brake}down... ¤ BOXES: Each box captures moments that happen along life’s journey. The empty boxes are moves that are yet to be made. The choices are endless. ¤ PICTURES: Genuine, unconventional snapshots of life’s little moments. ¤ CALL TO ACTION: A simple reminder that more information awaits. MCMs surveyed in copy testing found the relationship-‐ themed ad the most significant to purchasing a car. -‐Copy testing

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Relationships

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MAKE YOUR  MOVE

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creative The Glossies

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Something for Everyone

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([SHULHQFHWKHPRYHDWPDNH\RXUPRYHFRP

Artsy

MAKE  YOUR  MOVE

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creative Raise Your Banner Online Ads These banner ads are not your typical, passive online ads. They are customized to each website DQGLWVLQGLYLGXDOOD\RXWDVVHHQLQWKHH[DPSOHZLWK www.Vibe.com. The Nissan car drives through the top banner and then makes a sharp turn onto the side banner, complete with sound

animation

and ÁDVK\LPDJHU\. The banner ad captivates the attention of MCMs, thus cutting through the online clutter and showcasing Nissan’s innovative HGJH,WDOORZVWKHDXGLHQFHWRH[SHULHQFHDQHZ kind of movement within a standard webpage. These ads physically represent movement, the central theme of Make Your Move.

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MAKE YOUR  MOVE


:30  Second  Spot

creative Tuned In

MAKE YOUR MOVE makeyourmove.com

This 30-second commercial physically shows MCMs making their moves: in a car with their crush, playing basketball, and creating an art piece. The commercial embodies everything MCMs find important making for a relatable,

enticing, and most importantly, memorable

message. The bold imagery and bright colors found in all other creative efforts carries over into the commercial to be consistent with the campaignâ&#x20AC;&#x2122;s theme. By showing glimpses of OLIHŇ&#x2039;VVPDOOHVWPRPHQWVVHWWR6WHYH$RNLŇ&#x2039;VUDFLQJGDQFHUHPL[ this commercial leaves the audience breathless and itching to H[SORUHPRUH

6WHYH$RNLŇ&#x2039;V´3XUVXLWRI+DSSLQHVV 'DQFH5HPL[ Âľ LVWKHEHVWĂ&#x20AC;WIRUWKHFRPPHUFLDOZLWKLWVSXOVLQJEHDW and spot on lyrics. Aoki, an Asian DJ on the rise, is a headlining artist at PR events. MCMs hear this beat drop and just have to have this jam in their iTunes library. The Shazam mobile app icon appears in the corner of every frame during the broadcast commercials WRKHOS0&0VLQUHWULHYLQJWKLV´PXVWKDYHÂľUHPL[ Once Shazamed, MCMs are lead to the Nissan App, YouTube page, and other outlets to download, share, and interact with the song.

MAKE  YOUR  MOVE

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creative Pop-a-Squat Ambient Ads MCMs are constantly on the go, but that doesn’t mean they don’t stop and catch their breath once in awhile. Whether they are resting RQDSDUNEHQFKIURPDPRUQLQJUXQRUZDWFKLQJWUDIÀFFOXWWHUWKHFLW\ streets, Make Your Move is present on bus and bench ads. 7KHVHDPELHQWHIIRUWVDUHDQH[WHQVLRQRIWKHSULQWDGV³VSHDNLQJWR MCMs through vibrant

12

MAKE YOUR  MOVE

colors and personal passions.


creative Who Says Bigger Is Better? Make Your  Move  Microsite Interacting with Nissan has never been easier. MCMs spend a lot of time on the Internet, which is why Make Your Move interacts with consumers online beyond the Nissan USA website. The microsite is the central hub for the campaign, featuring consumer photos, tweets, videos, polls, and chat sections.

Microsite Mobile  App MCMs crave interaction

and connectivity.

7KH\DUHQҋWDOZD\VVLWWLQJDWKRPHRQWKHLUFRPSXWHUV7KH\DUHRXWH[SHULHQFLQJ life. With the mobile app, Nissan sets itself apart from other car companies by asking MCMs to share their experiences,

memories, and

adventures with other users inspiring more and more daily innovation.

MAKE YOUR  MOVE 13


public relations Upgrade the Old... Volunteering  is  the  New  Black Nissan puts the pedal to the metal by enhancing the Habitat for Humanity SDUWQHUVKLS%\UHZDUGLQJĂ&#x20AC;UVWWLPHYROXQWHHUVZLWKDYRXFKHURIIRIWKHLU QH[W1LVVDQSXUFKDVH0&0VDUHHQFRXUDJHGWRYLVLW1LVVDQGHDOHUVKLSVDOO while hitting the streets to give back to the community.

The {Brake}down... ¤ MCMs are active people, and many have a strong interest in sports, so the Heisman brand fits right in ¤ Student loans are piling up and tuition is increasing. This is the perfect opportunity to show Nissan values education

The {Brake}down... ¤ Community is important to MCMs and volunteering is the easiest way to connect ¤ MCMs relate to companies that share similar passions

Get  Schooled Nissan-Heisman Scholarship MCMs show â&#x20AC;&#x153;excellence, performance and innovationâ&#x20AC;? in their daily lives, just like Heisman Trophy winners. As a reward for their hard work, Make Your Move leverages the Heisman Trophy partnership with a scholarship program. 3DUWLFLSDQWVFDQVXEPLWSURĂ&#x20AC;OHVWRDZHESDJHZKHUHVLWHYLVLWRUV YRWHIRUWKHLUIDYRULWHDSSOLFDQWV$IWHUĂ&#x20AC;QDOLVWVDUHFKRVHQDSDQHO of Nissan and Heisman employees select a winner. This deserving MCM receives the Nissan-Heisman Scholarship YDOXHGDWDIXOO\HDUŇ&#x2039;VWXLWLRQ XSWR WRDXQLYHUVLW\RIWKHLU choice.

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MAKE  YOUR  MOVE


public relations ...In With the New

The  Perfect  Pair Primer Magazine ,WŇ&#x2039;V´QRW\RXUW\SLFDOPHQŇ&#x2039;VPDJD]LQHÂľPrimer Magazine is the epitome

of

the multicultural male. No frills, no gimmicks. This is the online source for 20-somethings looking for a little advice and an entertaining read. Nissanâ&#x20AC;&#x2122;s prime opportunity to engage is by recruiting Mr. Ricardo E. Presas, Primer Magazine writer and author of â&#x20AC;&#x153;Everything You Need To Know About Buying Your First &DUÂľ$VDQ0&0KLPVHOI5LFDUGRŇ&#x2039;VJXHVWEORJVDQGYORJVRQWKH0DNH<RXU0RYH microsite cover topics that MCMs can relate to. Bonus pointsâ&#x20AC;&#x201D;Ricardo even drives his own Nissan Altima courtesy of Make Your Move. This way, his posts give MCMs an idea RIKRZD1LVVDQĂ&#x20AC;WVRQHRIWKHLUSHHUŇ&#x2039;VOLIHVW\OHV2KLWLVVRSHUIHFW

The {Brake}down... ¤ Speaks to the male audience in a relatable way ¤ Ricardo is a peer and MCMs value the opinions of friends

Iâ&#x20AC;&#x2122;ve  Got  This  Crazy  Idea... The {Brake}down... ¤ Kickstarter is the definition of innovation ¤ Make Your Move supports creative and artistic MCMs ¤ Through the partnership, the Nissan brand becomes top-â&#x20AC;? of-â&#x20AC;?mind

Kickstarter.com Pursuing your dreams can be scary. Make Your Move drives the entrepreneurial

spirit in a more positive direction. Partnering with Kickstarter, an online platform where individuals post projects they are trying to launch, allows Nissan to reward these fearless creatives. Visitors pledge money for their favorite projects, hoping to see them launch in the future. :KHWKHUPDNLQJDQDOEXPZULWLQJDERRNRUSURGXFLQJWKHLUĂ&#x20AC;UVWĂ&#x20AC;OPWKHVHFUHDWRUVDUHDOO about innovation. Make Your Move encourages MCMs to submit their project to Kickstarter through social media promotion. The three most innovative, have-to-see-them succeed projects are posted to the Make Your Move microsite. Not only does this support MCMs, it increases VLWHWUDIĂ&#x20AC;FDQGSURMHFWH[SRVXUH,WŇ&#x2039;VDZLQZLQ Though Nissan doesnâ&#x20AC;&#x2122;t directly donate to these projects, if the creators meet their individual goals, Nissan matches the donation.

MAKE  YOUR  MOVE 15


public relations Things Are About to Get Messy The  Color  Run journeyLVWKLVH[FLWLQJ"7KLV is the motto of The Color RunPDNLQJLWDSHUIHFWĂ&#x20AC;WIRU0DNH :K\IRFXVRQWKHĂ&#x20AC;QLVKZKHQWKH Your Move. Each participant becomes a piece of art as different paint colors are sprayed across their bodies as they run, while wearing a white Nissan Make Your Move t-shirt. The race isnâ&#x20AC;&#x2122;t about who wins, but the passion of each participant along the way. A white Nissan Versa kicks off the race and makes the journey WRWKHĂ&#x20AC;QLVKOLQH-XVWOLNHWKHFRORUUXQQHUVWKH9HUVDLVXQLTXHO\ decorated at the end of the journey. 7RFHOHEUDWHWKHĂ&#x20AC;QLVKDFRQFHUWLVKHOGRQWKH1LVVDQ0DNH<RXU Move stage, featuring artists from the Make Your Move Spotify playlists. To top it all off, the newly decorated Versa is given away to one lucky MCM. With only 18 of these original vehicles on the road, the winners have something to brag about.

MAKE YOUR MOVE

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MAKE  YOUR  MOVE

MAKE YOUR MOVE

The {Brake}down... ¤ Celebrate endurance, individuality and creativity ¤ MCMs arenâ&#x20AC;&#x2122;t crossing finish lines yet, but are living life and loving getting there


public relations Dude, I Won a Nissan! Cultural Event  Sponsorships  and  Nissan  Car  Collages Make Your Move is making its way across the country to cultural events, festivals,

The {Brake}own... ¤ MCMs are all about community ¤ MCMs appreciate that Nissan is involved in their daily lives

DQGDFWLYLWLHVWKDW0&0VDUHIUHTXHQWLQJ7REUHDNWKHERXQGDULHVRIGHDOHUVKLS only interaction, the campaign brings

Nissan directly to MCMs.

By sponsoring multicultural festivals and fairs in cities and local communities (located in the infographic below), Nissan resonates with MCMs across the country. Make Your Move integrates the Nissan brand into events MCMs already feel comfortable with, meeting them in their comfort zone.

“What’s your next move?” When the event is over, the one-of-of kind vehicle LVUDIÁHGRIIWRRQH winner, giving them many suggestions for

Concert of Colors

Sacramento Multicultural Festival San Francisco International Asian Film Festival

Detroit Chicago Philadelphia

Sacramento San Francisco

ncerts

d Co

ts an

ven ural E

Multicultural Day

Cult

Filter Magazine Culture Collide Festival

Los Angeles

Atlanta Dallas

National Black Arts Festival

Fiesta Latinoamericana!

!

In a similar fashion as the Color Run, a 100 percent original Nissan vehicle is created (although hopefully in a less sweaty manner). Event-goers draw or write on the Nissan Versa in paint, DQVZHULQJWKHTXHVWLRQ

World Music Festival

their next move.

MAKE YOUR  MOVE

17


public relations Social Media For  Tweetâ&#x20AC;&#x2122;s  Sake  #MakeYourMove Twitter @NissanNews is great for mom and dad. But thatâ&#x20AC;&#x2122;s not what MCMs are looking for. Changing the Twitter handle to simply @Nissan is more inviting. Make Your Move uses Twitter to engage MCMs, respond to complaints DQGDQVZHUTXHVWLRQVZKLOHDOVRWZHHWLQJPRUH´OLIHVW\OHOLNHÂľWRSLFV such as daily inspirations, car Instagrams, and campaign materials. Using Twitter allows MCMs to Your Move.

interact with Nissan and Make

This  Oneâ&#x20AC;&#x2122;s  for  the  Ladies Pinterest Primer MagazineKDVDOUHDG\EHHQLGHQWLĂ&#x20AC;HGDVWKHSHUIHFWRXWOHWWRUHDFKPDOH0&0V DQG3LQWHUHVWLVDXQLTXHZD\WRUHDFKMCM women. Various Pinboards selling the Nissan lifestyle allow for MCM women to connect on a more personal level beyond purchasing a car. By pinning topics like travel, inspiration, innovation, culture and music, Nissan relates to MCMs and encourages them to get creative.

The  Only  Book  They  Read Facebook With so much happening within Make Your Move, MCMs need to be informed. One of the best ways to do that is through Facebook. The Nissan: Make Your Move campaign page includes details on events, music, and opportunities to interact with other fans.

18 MAKE  YOUR  MOVE


public relations Social Media 15  Seconds  of  Fame YouTube Ah, YouTube. The Nissan: Make Your Move YouTube channel encourages high consumer engagement. This channel has videos of vloggers, commercials, events, and personal MCM testimonials.

Music  Make  You  Lose  Control Spotify Nissan branded playlists on Spotify create the perfect soundtrack for the campaign. These playlists feature up-and-coming artists in varying genres. Each playlist is titled in its RZQZD\VXFKDV´5ROO<RXU:LQGRZV'RZQÂľ´1LJKW'ULYHÂľDQG´/RFDOV2QO\¾³DSOD\OLVWWKDW features local bands in the campaignâ&#x20AC;&#x2122;s top DMAs to coincide with the local artist street murals. Playlists also stream live from Color Run concerts on Spotify for all listeners to hear, a feature Nissan pioneered with Spotify in the past. To tie it all together, the song that is featured in the Make Your Move commercial is by Steve Aoki- a featured artist on the playlist.

Check  Me  Out GetGlue GetGlue is a social media mobile app where consumers can check-in to anything and everything- events theyâ&#x20AC;&#x2122;re attending, music theyâ&#x20AC;&#x2122;re listening to, TV shows theyâ&#x20AC;&#x2122;re watching. Once checked in, they can see who is else is there and start up a conversation. Make Your Move promotes this app at its PR events to encourage MCMs to check-in and continue

the conversation.

Circle  Up Google+ Google is constantly on the cutting edge of all things web. Making a Google+ page, much like Facebook, allows Nissan to interact with MCMs on yet another level.

MAKE  YOUR  MOVE 19


public relations Online Watch  Me  Now Video Blog Nothing screams new media like vlogging, so of course itâ&#x20AC;&#x2122;s a part of Make Your Move. Nissan asks for vlog submissions via social media and the Make Your Move microsite. Then the campaignâ&#x20AC;&#x2122;s favorite vlogger, Ricardo from Primer MagazineSLFNVĂ&#x20AC;YHRIWKH best vloggers. The winners receive DIUHHJDVFDUGYDOLGIRUVL[PRQWKV The winners then continue vlogging about topics that happen in their Nissanâ&#x20AC;&#x201D;road trips, driving to pick up a dateâ&#x20AC;&#x201D;things MCMs all do, but that are made special with a Nissan.

The {Brake}down... ¤ Make Your Move is based heavily on web and social media ¤ Encourages dialogue and consumer interaction

20 MAKE  YOUR  MOVE


public relations Promotions Welcome To  My  Hood Neighborhood Test Drive Every car dealership in America offers a test-drive service (duh). But how many companies can say they deliver a car to the test-drivers’ doorstep and let them drive it around their neighborhood? The test drive is a crucial component in the car buying process, letting consumers test drive at home puts them at ease in a comfortable environment. Customers are allowed to keep their prospective car for two days during this at-home test drive.

The {Brake}down... ¤ MCMs experience what it’s like to drive down all their favorite streets in a Nissan ¤ Nissan gets a competitive edge over other companies

What Are  Friends  For? Referral Program When MCMs need advice on what shirt to buy or whether or not to try some trendy new haircut, who do they go to for advice? Think about it—it’s their friends. Make Your Move capitalizes on this idea and this

friend-to-friend loyalty by installing a new referral program. After purchasing a Nissan, consumers receive a card that they can pass along to a friend or family member. When the referred friend or family member comes into a Nissan dealership, they and the person who referred them receives a free six-month subscription.

The {Brake}down... ¤ Builds communities ¤ Builds lasting relationships and creates a continually growing audience

Broke As  A  Joke Student Discount In college, having enough money for dinner is a dramatic accomplishment. Make Your Move gets that, ensuring individual Nissan dealerships work hard to continually promote the student discount Nissan offers.

SIRIUS Radio

MAKE YOUR  MOVE 21


public relations Dealership Experience You  Look  Great  in  a  Nissan Enhancing the dealership experience At the dealership MCMs donâ&#x20AC;&#x2122;t have a favorable view of the stereotypical car dealership. Make Your Move challenges that perception,ZLWKDQ´(PSOR\HH0DQXDOÂľWKDWHQKDQFHVWKHEX\LQJ H[SHULHQFHE\WHDFKLQJHPSOR\HHVDERXW0&0VDQGKRZWREHVWUHODWHWRSLWFKDQGVHOO them a car. However, the campaign does not micromanage, because whereâ&#x20AC;&#x2122;s the innovation in that? So, to prevent robot-salesmen, idea pages have been included in the manual for employees to put their own spin on their sales pitch. Training sessions are held for one or two employees from each dealership in the top DMAs on sensitivity towards multiculturals. Dealers often struggle to connect with this demographic, so Make Your Move wants to make it easy.

Post-Purchase Staying in touch is important. To accomplish this, a post-purchase database of contact information is used to reach buyers. Immediately post-purchase, consumers receive an email from Nissan with a password to an online portal where they can view vehicle tips, facts, upkeep information, and a digital copy of their car manual. Plus, they can upload their own thoughts and community of new Nissan owners.

â&#x20AC;&#x153;

journey onto an interactive mapâ&#x20AC;&#x201D;creating a

Dealerships and salesman need to be 99% on the customerâ&#x20AC;&#x2122;s side... They better treat you well. -â&#x20AC;? Christina Focus group participant

22 MAKE  YOUR  MOVE

â&#x20AC;?

The {Brake}down... ¤ Dealerships can make or break the experience for MCMs ¤ Prepares employees to interact successfully with MCMs ¤ Helps employees understand Make Your Move ¤ It continues to enforce the purchase decision, plus Nissan stays connected


public relations Dealership Experience Dealership App

The {Brake}down... ¤ Eliminates some of the intimidation of buying a car at a dealership ¤ Creates an innovative and interactive atmosphereâ&#x20AC;&#x201D;perfect for the Nissan target ¤ Puts the consumer in charge ¤ Breaks free from the salesman stereotype consumers have identified

At the dealerships, the peer-like presence of Make Your Move is at its strongest. The campaign encourages dealerships to provide MCM consumers with a new level of comfort. An iPad app asks consumers about their lifestyle, interests, and SDVVLRQV$IWHUWKH\DQVZHUWKHTXHVWLRQVWKH\DUHJLYHQVRPHWLSV RQKRZWKH\FDQEHWWHUDSSURDFKWKHLUFDUEX\LQJH[SHULHQFH WKLQJVWR ask the salesman, what to look for in a vehicle, etc.), and are given a few potential car suggestions.

MAKE  YOUR  MOVE [ HOME ]

[ STYLE ]

[ MUSIC ]

MAKE  YOUR  MOVE [ THE DRIVE ]

[ TRAVELERS ]

[ YOUR MOVE ]

[ HOME ]

[ STYLE ]

[ MUSIC ]

MAKE  YOUR  MOVE [ THE DRIVE ]

[ TRAVELERS ]

[ YOUR MOVE ]

[ HOME ]

[ STYLE ]

[ MUSIC ]

[ THE DRIVE ]

[ TRAVELERS ]

[ YOUR MOVE ]

YOUR Â MOVE: NISSAN ALTIMA LETâ&#x20AC;&#x2122;S GET STARTED

What  do  you  need  a  Nissan  for? 1

Road trip with friends

2

Travel to work solo

3

Fit my family

WHY THE ALTIMA FITS YOU Yes, this might be the car of your dreams. Itâ&#x20AC;&#x2122;s the perfect car for your day-to-day activities and spontaneous trips. Comfortable and reliable, the Altima can help you make your move: go to work, go shopping with friends, and even enjoy the unplanned along the way. You DUHFUHDWLYHDQG\RXFDQFXVWRPL]HWKH$OWLPDWRĂ&#x20AC;W\RXUSHUVRQDOLW\%DVLFDOO\LWLVPDGH for you.

MAKE  YOUR  MOVE 23


public relations Word of Mouth Step Up  to  The  Mic Urban Stages There is no better way to get someone’s blood pumping than by putting them on stage in front of strangers. Make Your Move employs interactive stages in large U.S. cities. Passersby are encouraged to hop on stage, spit a rhyme, hit high notes like Adele or even test their comedic chops. It doesn’t matter what they do, as

The {Brake}down... ¤ These stages are essential in positioning Nissan as a colorful, engaging brand among a market of ordinary

along as they make the move and engage with the campaign.

The {Brake}down... ¤ MCMs are passionate, creative, social people looking for new ways to interact ¤ Engagement at its finest

24 MAKE YOUR  MOVE

Sweet Street Street Murals Make Your Move reaches out to local artists from the top 35 MCM '0$VWRFRPPLVVLRQWKHPWRSDLQWDQRULJLQDO´0DNH<RXU0RYHµPXUDORQ the side of a buildings, on the street, or in another central outdoor location. To take this idea one step further, the campaign ties in social media to JHQHUDWHVRPHVHULRXVEX]]LQWKHFRPPXQLW\7KHÀUVWSHUVRQWRWZHHWD SLFWXUHRIWKH1LVVDQ´0DNH<RXU0RYHµPXUDOZLWK0DNH<RXU0RYHZLQVD free month of Spotify Premium Radio.


media Lights. Camera. MEDIA! What Makes  or  Brakes  It Make Your Move media plan creates the highest forms of interaction between the brand and target audience. High levels of engagement drive all selections of media, ultimately leadings MCMs to the microsite and all digital platforms. Although much of the focus is on an online presence, traditional media outlets are used to accelerate interactions in the online sphere. This carefully calculated media plan does PRUHWKDQUHDFKWKHDXGLHQFHLWbrakes coincides with their daily lives.

Radio 14%

breaks into their world. Through media, Nissan is a part of the MCM community and

BUDGET

Online/Mobile 10% Public  Relations  5% Contingency  1%

Television 50%

Magazine 12% Outdoor  7%

Evaluation/ Copyrights 1%

ONLINE/MOBILE MAGAZINE TV PR OUTDOOR RADIO EVAL./COPYRIGHTS CONTINGENCY

$10,226,000 $12,019,000 $49,875,000 $5,000,000 $7,556,300 $13,680,000 $643,700 $1,000,000

TOTAL

$100,000,000

MAKE YOUR  MOVE 25


media Media Schedule April 2013 - March 2014

Make Your Move is establishing a strong online presence. There’s just too many sites to list here so check them out on page 30.

26 MAKE YOUR  MOVE


media Tuned In Television Creating awareness is essential to building a strong campaign and brand. Although MCMS are not heavy television viewers, this medium

The {Brake}down... ¤ TV reaches mass audiences at the start of the campaign during the highest car buying months in order to raise awareness

still has the most reach. Research shows that TV is effective when done right. TV takes up half of the media budget because one spot costs more than a single run within other outlets. By using a ÁLJKWLQJ strategy, the commercial spots spark an initial reaction at the beginning of the campaign that is necessary for continued interaction on other media outlets.

‡ MCMs watch TV between the hours of 8pm-1am, Prime Time

and Late Fringe spots, making these the best times to create awareness.

‡ MCMs watch an average of 1.5 hours of TV per day and multi-task throughout the program. It’s important to have a strong call

to

TV Budget TELEVISION National Cable TV Ad Length BET (DT, PT, LF) :30 E! (LF) :30 VH1 (LF) :30 MTV (LF) :30 Bravo (LF) :30 ESPN (DT & PT) :30 ESPN2 (DT & PT) :30 Fox (PT & LF) :30 ABC (PT & LF) :30 CBS (PT & LF) :30 Galavision (PT) :30 ESPN Deportes (DT & PT) :30 Telemundo (PT & LF) :30

Cost/Spot $55,000 $43,000 $33,000 $87,000 $39,000 $105,000 $90,000 $100,000 $100,000 $105,000 $73,000 $74,000 $62,000 TOTAL

Spots 80 100 35 40 50 70 45 50 50 40 30 50 50

Reach 1,023,500 978,230 741,000 1,870,000 690,500 6,449,100 2,430,000 5,239,800 7,472,000 12,640,330 4,945,000 2,620,000 980,000

690

48,079,460

CPM $53.73 $43.95 $44.53 $46.52 $56.48 $16.28 $37.03 $19.08 $13.38 $08.30 $14.76 $28.24 $63.26

Total Cost $4,400,000 $4,300,000 $1,155,000 $3,480,000 $1,950,000 $7,350,000 $4,050,000 $5,000,000 $5,000,000 $4,200,000 $2,190,000 $3,700,000 $3,100,000 $49,875,000

MAKE YOUR  MOVE 27


media The Glossies Magazines Art lovers, sports fanatics, men, and womenâ&#x20AC;&#x201D;everything MCMs are.

The {Brake}down... ¤ On average, MCMs spend 6 hours per week reading magazines, making them in the top 40% of magazine readers.

No one is left out when using magazine ads to reach this audience. Magazines, such as Rolling Stone and Essence, have the ability to zero in on VSHFLĂ&#x20AC;FGHPRJUDSKLFVDQGSV\FKRJUDSKLFV making it the perfect medium to share Make Your Move with MCMs. 7KHVHDGVDUHQRWMXVWVHOOLQJDFDUWKH\FDOOXSRQ0&0VWRYLVLWWKH microsite, mobile app, and Make Your Moveâ&#x20AC;&#x2122;s many social media pages.

Â&#x2021; Magazines have the highest engagement levels and MCMs are reading them.

Magazine Budget MAGAZINE

Magazine Essence Ebony Esquire Maxim ESPN Rolling Stone Sports Illustrated Latina Cosmopolitan Fast Company Business Week Details

Full Full Full Full Full Full Full Full Full Full Full Full

Ad Size Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color Page, 4-Color

Cost/Issue Insertions Circulation $91,700 5 1,051,510 $37,119 6 1,235,865 $79,787 7 719,0029 $186,497 6 2,507,318 $183,078 16 2,046,065 $172,800 9 1,497,594 $246,150 10 3,178,760 $39,661 7 500,000 $219,690 5 3,040,013 $80,235 5 738,950 $141,210 10 932,567 $65,013 6 440,841 TOTAL

28 MAKE  YOUR  MOVE

92

CPM $87.20 $30.03 $110.96 $91.14 $89.47 $115.38 $77.43 $79.32 $72.26 $108.57 $151.46 $147.47

Total Cost $458,500 $222,714 $558,509 $1,118,982 $2,929,248 $1,555,200 $2,001,500 $277,627 $903,450 $401,175 $1,202,100 $390,078 $12,019,083


media The Great Outdoors Outdoor 0&0VDUHWKLUVW\IRUOLIHDQGQHZH[SHULHQFHVEXWGRQŇ&#x2039;WDOZD\VZDQWWRVHHNWKHPRXW7KDWŇ&#x2039;VZK\0DNH<RXU0RYHKLWVWKHVWUHHWVJLYLQJ0&0V the opportunity to grab life the campaign by the horns. Strategically placed bus and bench wraps in the top DMAs make the campaign FRPHDOLYH/RFDODUWLVWVFRPPLVVLRQHGE\1LVVDQSDLQWFLWLHVZLWKFROODERUDWLYHVWUHHWDUWFDOOHG´1LVVDQ0XUDOVÂľ2XWGRRUVWDJHVLQFHQWUDOFLWLHV challenge MCMs to Make Their Move by singing a song, telling a joke, or asking out their crush in front of a crowd of strangers.

to 70,000 p u h c a re n a Bus wraps c aily. impressions d dings -â&#x20AC;?Research fin

â&#x20AC;&#x153;

BENCH ADS

â&#x20AC;?

BUS WRAPS

OUTDOOR Benches Street Murals Urban Stages Bus Wrap

$702,750 $300,000 $3,383,550 $2,970,000

TOTAL

$7,356,300

Cities Cost/Month Los Angeles $12,000 New York $16,000 Miami $9,000 San Francisco $15,000 Houston $10,000 Chicago $9,000 Washington D.C. $9,000 Philadelphia $8,000 Dallas $9,000 Detroit $8,000 Indianapolis $6,500 Sacramento $8,000 Atlanta $9,000 Boston $12,000 Austin $8,000

# of Months 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 TOTAL:

# of Units 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60

Total Cost $240,000 $320,000 $180,000 $300,000 $200,000 $180,000 $180,000 $160,000 $180,000 $160,000 $130,000 $160,000 $180,000 $240,000 $160,000 $2,970,000

Cities Cost/Month Los Angeles $300 New York $400 Miami $250 San Francisco $300 Houston $250 Chicago $350 Washington D.C. $200 Philadelphia $200 Dallas $200 Phoenix $200 Denver $150 Tampa $150 Detroit $250 Indianapolis $200 Sacramento $250 Atlanta $250 Boston $200 Baltimore $200 Las Vegas $350 Charlotte $150 San Antonio $300 San Diego $250 Austin $300 Cincinnati $150 Milwaukee $150

# of Months 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

# of Units 50 50 50 50 35 50 50 50 50 35 25 25 50 20 35 50 50 35 25 20 30 30 25 15 15

TOTAL:

920

Total Cost $45,000 $60,000 $37,500 $45,000 $26,250 $52,500 $30,000 $30,000 $30,000 $21,000 $11,250 $11,250 $37,500 $30,000 $26,250 $37,500 $30,000 $21,000 $26,250 $9,000 $27,000 $22,500 $22,500 $6,750 $6,750 $702,750

MAKE  YOUR  MOVE 29


media Digitally Driven Online Banner ads as well as 30-second commercials are placed on multiple streaming and social media sites as well as mobile apps. These sites and apps are where MCMs watch and share their favorite videos, WHOHYLVLRQVVKRZVDQGLQWHUDFWZLWKWKHLUIULHQGV)RUH[DPSOH+XOXFKDQQHOVVXFKDVSaturday

Night

Live and The Voice, feature Make Your Move ads because they are reported top MCM television shows. See the table below for the other sites and apps used in the campaign. These interactive, eye-catching online ads deliver Nissanâ&#x20AC;&#x2122;s innovative promise all while driving WUDIĂ&#x20AC;FWRWKHPLFURVLWH Â&#x2021; MCMs spend most of their time online, streaming video, sharing new music, catching up on the news, and keeping tabs on their friends

Â&#x2021; 0&0VWXUQWRRQOLQHEORJVDQGYLGHRVWRĂ&#x20AC;QGGDLO\HQFRXUDJHPHQWLQKRSHVRIspicing up their

typical routines. ONLINE

ONLINE STREAMING

MOBILE APPS

Facebook.com Twitter.com Primer.com Vice.com Pintrest.com Google.com

Pandora.com Spotify Hulu.com YouTube.com Vimeo.com CollegeHumor.com ESPN.com

Pandora YouTube ESPN: SportsCenter App GetGlue Custom Nissan App

use y e h t that or t r o p e Ms r atch C w M o t f 79% o haring sites s video-â&#x20AC;? d video. s oa downl rch Finding a -â&#x20AC;? Rese

â&#x20AC;&#x153; 30 MAKE  YOUR  MOVE

â&#x20AC;?


media Digitally Driven Mobile Apps Pandora, YouTube, GetGlue, Shazam, and ESPN mobile apps are

6HDUFK(QJLQH2SWLPL]DWLRQ By consulting an SEO service, Make Your Move becomes

the most downloaded among MCMs. Also, the customized Make Your Move app gives users the chance to talk with each other, and visit the microsite. ‡ No one knew what an app was 5 years ago, now MCMs can’t go 5 minutes without using one.

dominant through online searches. MCMs tool for discovery is often times a search engine, making it vital to advance the campaign’s search visibility.

‡ MCMs click ads on their smartphones more than any other demographic.

Spotify/Pandora: Both Spotify and Pandora epitomize customization

and

innovation--two things Nissan prides itself on. Advertisements on these outlets drive consumers to the microsite and mobile app. ‡ Spotify and Pandora are the two most popular online streaming music sites for MCMs. ‡ Unable to skip advertisements on Spotify and Pandora.

The {Brake}down... ¤ MCMs spend 9 hours/week listening to online radio a much a higher average than traditional radio.

Radio All PR events use radio spots to promote and spread the word in the MCMs’ top DMAs. Through co-op advertising with local dealerships, spot UDGLR]HURHVLQRQPDUNHWVWKDWDUHKDYLQJH[FLWLQJ0DNH<RXU0RYHFDPpaign events.

‡ 79% of MCMs still listen to AM/FM radio. Radio is still alive

and kicking. ‡ Events need buzz in order to be well attended and radio is the perfect buzz generator.

MAKE YOUR  MOVE 31


conclusion Wrap it Up Evaluation

Nice Doinâ&#x20AC;&#x2122; Business WIth You

The work is never really done, is it? Once the campaign ends, the

Make Your Move gives MCMs something

evaluation process begins.

more to talk about.

Focus Groups

And guess what? Itâ&#x20AC;&#x2122;s Nissan.

6L[IRFXVJURXSVZLOOEHFRQGXFWHGLQWKHWRS0&0V /RV$QJHOHV1HZ<RUN&LW\ Miami, San Francisco, Houston, Chicago, Washington D.C. and Philadelphia) )DFLOLWDWRUVZLOOEHDVNLQJTXHVWLRQVWRHYDOXDWHWKHRYHUDOOVXFFHVVRIWKHFDPSDLJQ DQGVSHFLĂ&#x20AC;FDUHDVZKHUHWKHFDPSDLJQLQFUHDVHGDZDUHQHVVFKDQJHGDWWLWXGHVDQG inspired new behaviors.

Make Your Move engages MCMs

Surveys

Make Your Move connects with MCMs,

National surveys will be done before the launch of the campaign to establish a benchmark. Midway through the campaign, researchers will check again for any attitudinal and behavioral changes. Finally, researchers will survey the MCMs again at the end of the campaign. These surveys will be necessary to ensure and measure campaign success.

making the purchase

Media Monitoring Throughout the campaign, researchers will be tuning in to check on Nissanâ&#x20AC;&#x2122;s tweets, peeps, followers, and fans through social media monitoring. In addition to social media, tabs will also be kept on traditional media mentions.

32 MAKE  YOUR  MOVE

across all platforms, creating a relatable

brand thatâ&#x20AC;&#x2122;s stronger than ever. decision a

no-brainer. So...

MAKE YOUR MOVE


([SHULDQ6LPPRQV&RQVXPHU5HVHDUFK Lithium Social Media Monitoring Nielsen Data Getty Images http://pewresearch.org/millennials/ http:// www.mediabuyerplanner.com/ entry/109694/ advertising-to-millennials-stud y/?utm_source=mbp&utm_ PHGLXP HPDLO XWPBFRQWHQW WH[WOLQN XWPBFDPSDLJQ QHZVOHWWHU7\%=2%ZUZR0(PDLO KWWSSHZLQWHUQHWRUJ&RPPHQWDU\6HSWHPEHU7HFKQRORJ\7UHQGV$PRQJ3HRSOHRI&RORUDVS[ KWWSZZZSHZVRFLDOWUHQGVRUJPLOOHQQLDOVFRQĂ&#x20AC;GHQWFRQQHFWHGRSHQWRFKDQJH http://www.consumerreports.org/cro/cars/best-car-brands-consumer-perception-consumer-reports.html KWWSZZZLQQRYDWLRQH[FHOOHQFHFRPEORJQLVVDQVLQQRYDWLRQIRUDOOFDPSDLJQ http://millennialmarketing.com/2008/09/millennial-media-magazines-and-radio-deserve-a-second-look http://adage.com/article/ad-age-graphics/american-idol-spots-priciest-prime-time/146495/ http://www.mediabuyerplanner.com/cat/viral-marketing/ http://pewresearch.org/pubs/2070/online-video-sharing-sites-you-tube-vimeo http://blog.nielsen.com/nielsenwire/consumer/why-marketers-can%E2%80%99t-afford-to-ignore-baby-boomers/print/ http://adage.com/article/news/growing-population-fusionistas-makes-consistency-key/230390/ http://pewresearch.org/pubs/1887/latinos-digital-technology-internet-broadband-cell-phone-use http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf

OUR TEAM

Works Cited

Account Executive Caroline Johnson

Creative Director Aaron Fletcher

Research Director Jordan Gill

Media Director Natalie Roth

PR/Promotions Director Emily Delaney

Art Director Michael Kenna

Copy Director Sarah Holcombe

Research Team Courtney Barnett Haley Deiser

Media Team Katie Carlson Celine Lau

PR/Promotions Team -DFTXHOLQH&URPOHLJK Sarah Tarantino Katie Carlson

Creative Team Haley Deiser Alison Baldea

Butler University 2012 NSAC Nissan Plans Book: Make Your Move  

Final plans book from Butler University's 2012 NSAC team. The campaign ended up winning one of the largest district competitions in the coun...