IS WHAT NISSAN IS.
“ INNOVATION IS NISSAN’S HEART. INNOVATION
IS NISSAN’S SOUL. IT’S EVERYTHING WE ARE AS A COMPANY, AND IT’S EVERYTHING WE’VE EVER BEEN.
INNOVATION NISSAN BRAND VIDEO
OHIO UNIVERSITY • i
MARKETING 02 CREATIVE 12 SPONSORSHIPS 26 DEALERSHIP 28 MEDIA 29 EVALUATION 32 ii • OHIO UNIVERSITY
IS NISSAN’S PASSION.
EXECUTIVE SUMMARY CAMPAIGN OBJECTIVES
• Increase total multicultural share • Build awareness and lasting favorability among African American, Hispanic and Chinese millennial consumers in the United States
The Multicultural Millennial (MCM) market consists of African American, Hispanic and Chinese consumers between the ages of 18-29.
POSITIONING & CREATIVE KEY FINDINGS MCMs define themselves through what a brand stands for, not the brand itself.
CREATIVE STRATEGY Nissan is passionate about using its innovative thinking and products to become a leader in the automotive industry. MCMs also have many passions and motivations to push them to achieve their goals. We must show how Nissan’s passions can inspire them.
POSITIONING Nissan innovations change the world and the way we move through it.
BIG IDEA Nissan’s passion drives innovation.
MEDIA & PROMOTIONS
Strategically implement Nissan messaging into mediums MCMs come into contact with and use in their everyday lives. Engage MCMs ages 18-29 by nonintrusively implementing the Nissan brand into their days.
BUDGET ALLOCATION 15%
CREATIVE & PRODUCTION
PR & PROMOTIONS
MEDIA INTRODUCTION • 1
INTRODUCTION Innovation. It’s more than a word to Nissan; it’s a commitment to building better products for a better world. It’s Nissan’s passion. Nissan doesn’t just sell cars, it challenges perceptions of what a car should be. Like Nissan, Multicultural Millennials (MCMs) challenge perceptions of what life should be. Their growing influence is revolutionizing long-held beliefs about American culture and the way we connect with brands. They lead with their passion and seek brands to help them achieve their goals. While innovation is something MCMs believe in and can relate to, it’s not something they currently associate with Nissan. This is the gap we must bridge. To resonate with them, our integrated marketing campaign will demonstrate Nissan’s passion for innovation and how it can enhance MCMs’ lives.
SWOT ANALYSIS To begin, we first developed Nissan’s SWOT analysis.
STRENGTHS • Technologically advanced vehicles at affordable prices • Full line of stylish models for consumers at various life stages
WEAKNESSES • Not established as an innovative brand among MCMs • Not a topic of conversation among nonNissan owners
2 • OHIO UNIVERSITY
OPPORTUNITIES • Gain favorability among MCMs • Become the affordable car brand with the latest technology
THREATS • Highly saturated market • Toyota and Honda are more established among MCMs
BRAND PERCEPTIONS We then had MCMs tell us what they thought of Nissan and its top competitors.
“Nothing about Nissan really stands out to me. They don’t really have a gimmick.” Anthony, 19
Overall, MCMs had nothing negative to say about Ni ssan. The problem is they didn’t have much positive to say either.
HOW NISSAN IS POSITIONED “Innovation for All” positions Nissan as a company that brings new, original and advanced products to the masses.
HOW MCMS PERCEIVE NISSAN Nissan is perceived as a Japanese brand for older people. MCMs believe Nissan is safe, reliable and green, but still see the brand as middle-of-the-road.
“Nissan is a nice, Japanese car.” Christian, 29
“I think of my dad’s car. Something working professionals his age would drive.” Jocelyn, 25 MARKETING • 3
COMPETITION Nissan’s competitors can be broken down into two segments: Japanese Car Manufacturers and American Car Manufacturers. It is imperative to analyze the competition by examining how each is positioned and determining how each is perceived in the minds of MCMs.
• “The Power of Dreams” positions Honda as a company driven to make the impossible real 1
• Perceived as a reliable, family-oriented brand
• “Moving Forward” positions Toyota as a company that desires to continuously get more out of life. There’s no best... only better 2
• Perceived as a universal brand for everyone
4 • OHIO UNIVERSITY
1 Honda: About Our Message “The Power of Dreams” 2 Toyota: About Us
• “Runs Deep” positions Chevy as a company with a story, a soul and a connection to every generation 3
• Perceived as a brand with deep American roots
• “Go Further,” replacing “Drive One” in 2012, will position Ford as a global company and is intended to motivate its employees 4
• “Built Ford Tough” positions Ford trucks as the toughest both on and off road 5
• Perceived as the American brand for the middle class
3 GM: ‘Chevy Runs Deep’ in the 2010 MLB World Series 4 Reuters: Ford marks turnaround juncture with new slogan 5 Ford: Built Ford Tough New Trucks
MARKETING • 5
TARGET SEGMENTS Now that we understand how Nissan is positioned in relation to its top competitors, we need to better understand MCMs. All fall between the ages of 18-29, but represent very different backgrounds.
• Largest ethnic group in the U.S.1 • Fastest growing segment, with 55% of U.S. population attributed to Hispanics alone 1
• Appreciate culturally-relevant messaging over translation • Family centered but pursuing their own passions of “self identity” • Admire flashy, fast and fun sports cars that stand out • Consider Nissan a good family car but with no “wow” factor IMPLICATION: They want a car that is fast and flashy rather than practical, but can see themselves driving a Nissan in the future once they have children.
• 12.3% population growth in the last 10 years1 • Twice as likely to trust black media and TV messaging and more responsive to digital marketing
• Primarily use cell phones over PCs for internet access2 • Likely to purchase vehicles their family and friends recommend1 • Admire stylish and flashy cars • Think of Nissan as a “working person’s car” IMPLICATION: They want a car that can be recommended by family and peers with great styling and technology.
• Chinese makes up a majority of the Asian American population and a bulk of Nissan sales in the Asian segment 1
• Brand loyal • Conservative values rooted in family and tradition • Forefront of new trends • Cars must be adaptable for the future and have the latest technology • More receptive to cars in the current conversation among peers IMPLICATION: They want a car their friends are talking about, has the latest technology and can act as an accessory to their lives.
6 • OHIO UNIVERSITY
1 Case Study 2 Pew Research Center: 35% of American Adults Own a Smartphone
MCMS Uncovering common threads between these three distinctive audiences will be paramount to the success of this campaign. The following findings allowed us to combine these characteristics into one audience, MCMs.
TECHNOLOGY MCMs are passionate about staying on the cutting edge of technology. They grew up with it and consider it an extension of themselves. They also act as the push, making new ideas mainstream, acting as the innovators and early adopters who create a tipping point for innovation.
SOCIAL MCMs are passionate about social media and are more open to companies that their social circles are talking about. They see friends’ posts endorsing products as authentic communication, which create further trust and intensify recall and recruitment.
STYLE MCMs are passionate about style — both in the fashions they wear and the products they use. It is important to MCMs they stand out. They want to be recognized for being up-to-date on current trends and innovations.
CHALLENGE MCMs are passionate about seeking new challenges that keep them living life on the edge. Activities such as soccer, marathon training, education and their careers fuel their longing for accomplishment and drive them to continuously take themselves to the next level.
FAMILY MCMs are passionate about staying close to family. Although they look to carve their own paths, family remains their first priority and source of guidance and support. While most MCMs foresee starting a family in the future, a majority of those 25 years and younger don’t plan to have one for at least five years.
MCM S INNOVATORS
MARKETING • 7
PRIMARY RESEARCH To deepen our knowledge of MCMs and gain additional insight, we conducted extensive primary research.
THE BREAK DOWN 1 2 5 5
DEPRIVATION STUDY FOCUS GROUPS RIDE ALONGS SECRET SHOPPERS
• This two-week study, in which a Honda and Nissan owner swapped vehicles, provided insight into the connection consumers have with their cars
• We learned most MCMs stick with vehicle brands their families use and perceive driving as more of an experience than just getting from point A to B
“It does get me from A to B, but I think of it as more than just a car.” Kelsey, 21
• Ride-along interviews provided insight into how MCMs use and interact with their cars • We learned MCMs see their cars as more than just objects; but rather, as extensions of their personalities
“Sometimes it’s just nice to go on a drive for a little bit to free my thoughts.” Victoria, 25 8 • OHIO UNIVERSITY
“My old car, Sampson, was hit from behind on the back axel. I saw the back axel as the ankle, so I named this car Achilles.” Natashia, 20
• Undercover shoppers went to Nissan dealerships in five cities to gauge the experience of shopping for a Nissan • We learned the salesperson’s rapport can be a make or break for the sale and it’s best that they focus on the positives of the Nissan brand rather than the weaknesses of its competitors
NISSAN DEALER INTERVIEWS
• Interviews with sales and marketing managers as well as dealership owners and mechanics provided insight into Nissan North America, its competition and what drivers seek when purchasing a car
• We learned price is still the biggest factor for MCMs purchasing a Nissan, while advanced innovations and reliability remain key motivators as well
• One-on-one interviews provided insight into the passions of MCMs and what they think about cars • We learned MCMs are driven by passions including: music, art, fashion, sports, gaming, social media and technology • We learned MCMs see brands as extensions of themselves • We learned MCMs overwhelmingly associate “innovation” with Apple and no other brands
“Innovation is anticipating a need I didn’t know I had. I didn’t know I needed an iPhone, but now I do. If Apple started making cars, I would buy into that.”
“I think what you buy says a lot about you. Once I start buying a brand, I am very loyal.”
• Surveys pertained to the decision-making process for big-ticket items and provided lifestyle, interest and future-goal insights
learned MCMs consider family a top priority, but the majority do not see themselves starting one in
the next five years
• We learned MCMs’ current or preferred brand is Honda
• Focus groups confirmed insights from surveys, in-depth and dealer interviews, including the fact that MCMs are price conscious but still want a car that has it all
“The most important thing to me right now is my future; I want to be financially stable so I can lead a better life than I was given.” Matt, 23
“I like my cars to have a cool, sleek look which makes them stand out.” Tyler, 22 MARKETING • 9
THE GOLDEN CIRCLE To take our insights to the next level, we utilized an idea known as the Golden Circle. The most inspiring companies of the world are driven by what they believe, not what they do. Nissan is a company with firm values and beliefs, and we must make MCMs aware of them. Working from the inside of the Golden Circle out, this campaign will focus on why Nissan believes in innovation and how acting in accordance with this belief will resonate with MCMs. Simon Sinek, author of “Start With Why”, has created perhaps one of the simplest business models successful companies follow. The Golden Circle is made up of three layers: the first circle states what the company does, the second states how it does it and the core circle explains why it does what it does. 1
WHY DOES NISSAN DO WHAT IT DOES?
Nissan believes that cars should change the world and the way we move through it.2
HOW DOES NISSAN DO WHAT IT DOES?
Nissan integrates the latest design and technology into its products to make them more efficient, more beautiful, more inspiring and more human than ever before. 2
WHAT IS IT THAT NISSAN DOES?
Nissan designs and engineers a full line of technologically advanced vehicles.
Pulling all these insights together led us to our big idea and helped guide our creative strategy.
WHY 1 Start with Why: How Great Leaders Inspire Everyone to Take Action 2 Nissan USA: About Heritage
10 • OHIO UNIVERSITY
THE BIG IDEA COMMUNICATION PURPOSE Continue to position Nissan as innovative by expanding on its current theme and making it more appealing to MCMs.
COMMUNICATION CHALLENGE While innovation is something MCMs believe in and can relate to, it’s not something they currently associate with Nissan.
KEY INSIGHT MCMs define themselves through what a brand stands for, not the brand itself.
COMMUNICATION STRATEGY Prove to MCMs that Nissan’s passion for innovation can help them as they pursue and further their own passions.
NISSAN’S PASSION DRIVES INNOVATION.
MARKETING • 11
CREATIVE RATIONALE CREATIVE STRATEGY Nissan is passionate about using its innovative thinking and products to become a leader in the automotive industry. MCMs also have many passions and motivations to push them to achieve their goals. We must show how Nissan’s passions can inspire them.
• In phase one, Nissan will utilize executions highlighting the company’s beliefs and passion for innovation • In phase two, Nissan will emphasize its specific innovations for each vehicle and how they connect with MCMs’ lifestyles and passions
• The campaign is positive and conversational in order to encourage communication about how Nissan’s passion for innovation can further MCMs’ passions
• MCMs want to be seen as unique, but hate being treated differently. So, as to not single out any of our three target segments, this campaign will take a broad approach and speak to passions that can be shared by any of our three target segments
MESSAGING We will show MCMs that Nissan’s passion for innovation can enhance their lives. Our recommended tagline:
PASSION IS OUR DRIVE, FUEL YOURS. “Passion” is what brings people together and it’s what drives Nissan to be more innovative, more personal and more energetic every day. “Fuel yours” is a reminder to consumers that Nissan is ready to help them achieve what they want in life. We will keep “Innovation for All” as the brand’s mantra; however, we will no longer use “SHIFT_the way you move” in Nissan’s advertising because MCMs did not associate “SHIFT_the way you move” with the Nissan brand nor did they understand its meaning.
12 • OHIO UNIVERSITY
GEOGRAPHY To determine our 15 primary markets, we cross-referenced top Chinese, Hispanic and African-American cities as well as the most Most Culturally Diverse cities in the United States. We then crossed-referenced the top cities for college graduates, young professionals and young adults and included a list of top cities for singles and families in order to reach both types of MCM households. Finally, we included passions and interests of MCMs by cross-referencing top environmentally-friendly, fashionable and tech-savvy cities.
Boston, MA Minneapolis, MN New York City, NY Chicago, IL
San Francisco, CA
Oakland, CA Las Vegas, NV
Los Angeles, CA Dallas, TX
Austin, TX Houston, TX San Antonio, TX
SAN FRANCISCO, CA LOS ANGELES, CA OAKLAND, CA LAS VEGAS, NV SEATTLE, WA DENVER, CO MINNEAPOLIS, MN DALLAS, TX
SAN ANTONIO, TX HOUSTON, TX AUSTIN, TX MIAMI, FL CHICAGO, IL NEW YORK CITY, NY BOSTON, MA
CREATIVE â€˘ 13
MCMs will experience Nissan’s passion for innovation through :30 second corporate spots during their favorite shows beginning in April. This traditional base will connect with viewers during their downtime and encourage them to visit NissanUSA.com/FuelYours to learn more.
“What if everything came standard?”
“What if it didn’t?”
“Being an innovator means challenging the everyday and moving ahead of the curve of innovation.”
“Nissan is passionate about challenging the way we drive… through innovation.”
“We don’t have to accept what comes standard.”
“Keep on challenging, because a world without challenge is a world of just ordinary.”
INNOVATION FOR ALL.
“Passion is our drive, fuel yours”
The following networks were selected by cross-referencing the most popular networks of millennials, and specifically Hispanics, African-Americans and Asians:
14 • OHIO UNIVERSITY
MICROSITE NISSANUSA.COM/FUELYOURS The Nissan microsite will act as a social hub where users can interact with the Nissan brand and one another. Once MCMs enter the site they can learn more about Nissan’s passion for innovation, enter contests, play interactive games and see upcoming promotions in their cities. This site will be branded with Nissan messaging in-language and English and link to NissanUSA.com.
WHAT FUELS YOU? “What Fuels You?” is the main feature of the microsite. This interactive contest allows users to virtually fill an empty trunk with up to five items they are passionate about. To make the experience more personal, users can connect through social media sites to upload their interests and photos or browse items by category. Users will then be prompted to write a blurb explaining how their passion is innovating the world. When finished, they can submit their trunk and Nissan will choose the top 100 to open for voting. The MCM whose trunk garners the most votes, likes and shares will win the vehicle stocked with their passions. This contest will take place four times throughout the year, each lasting 30 days.
CREATIVE • 15
APPS Developing free applications is an opportunity to raise brand and product awareness while engaging consumers and building relationships.
NISSAN PATHFINDER® PUZZLE APP The Nissan Pathfinder Puzzle will be available on the App Store and the microsite. Similar to Tetris, users will organize the Pathfinder’s seating arrangements to fit anything from people to luggage into the vehicle. As the game progresses, users must fit more items inside. With 64 seating capabilities available, there are many possibilities to win each level.
NISSAN ROAD TRIP APP The Nissan Road Trip app is a partnership with Google Maps and 8tracks to create the ultimate road trip experience. Available for download at the App Store, users type in a destination and 8tracks will create the perfect playlist for their adventure while Google Maps ensures they find their way.
16 • OHIO UNIVERSITY
MAGAZINE Compared to websites and national newspapers, magazines enjoy the longest lifespan, leaving a lasting impression in MCMs’ homes.
AUGMENTED REALITY AD These augmented reality print ads will leave quite the impression. MCMs can scan the QR code located on each ad to download the augmented reality app they can use to interact with the Nissan brand in-language and English on their smartphones and tablet devices.
• 17 OHIO CREATIVE UNIVERSITY
MAGAZINE PRINT ADS The following executions will utilize augmented reality to allow MCMs to interact with the specific model featured in the ad such as the Versa, Pathfinder or Altima. Executions will drive them to the microsite, where they can continue exploring the vehicle. Passengers can enjoy more room to dance and move freely in the spacious Nissan Versa. The Versaâ€™s clear and powerful sound system allows passengers to sing along to their favorite hits while cruising to their destination.
The Nissan Pathfinder provides a relaxing and comfortable ride for road trips due to its versatile seating and quiet transmission system. This execution could easily work for families as well.
18 â€˘ OHIO UNIVERSITY
The slick look of the Nissan Altima Coupe is enough to boost the confidence of any driver. Ride in style and conquer any obstacle.
CONSIDERATION SETS The following magazines were selected by cross-referencing Hispanic, Asian-American, African American, and millennial populations. In order to increase reach while remaining cost-effective, magazines will be categorized into quarterly consideration sets based on special issues and seasonality.
CREATIVE â€˘ 19
Digital units will be present throughout the entire campaign in-language and English to reach MCMs online. Executions will drive MCMs to NissanUSA.com where they can continue exploring the vehicle.
SPORTS An athlete playing basketball uses innovative moves to beat his competition in this expandable video banner placed on sports-related sites. As viewers hover over the banner, the video expands showing him finishing his game and driving away in his Nissan Altima Coupe.
REFLECT CONFIDENCE. PASSION IS OUR DRIVE, FUEL YOURS.
ONLINE RATIONALE & CONSIDERATION SETS Cross-referenced MRI data shows Hispanic, Asian American, African American and Millennial populations are internet heavy users. The following websites were determined by cross-referencing websites most visited by MCMs:
20 â€˘ OHIO UNIVERSITY
After submitting a job application or resume
Everyone pretends to be a rock star when their
on Monster, a pop-up display ad will appear,
favorite song comes on the radio. When scrolling
encouraging viewers to build their dream car — a
over this ad, a steering wheel with a set of hands
new goal to pursue as they begin a new career and
appears. A popular song will then start to play and
prepare for the future. Users are then prompted to
the hands will drum along to the beat. Users are
visit the Nissan microsite where they can check out
then offered the chance to step into the driver’s seat
Nissan vehicles and innovative features.
and drum along by visiting the Nissan microsite.
YOU’VE BUILT YOUR RESUME
WANT TO PLAY? CLICK AND DRUM ALONG WITH YOUR ARROW KEYS PASSION IS OUR DRIVE, FUEL YOURS. NissanUSA.com/FuelYours
YOU’RE BUILDING YOUR CAREER
NOW BUILD YOUR CAR
PASSION IS OUR DRIVE, FUEL YOURS. NissanUSA.com/FuelYours
CREATIVE • 21
DIGITAL IN-GAME ADVERTISING In-game advertising will allow Nissan to integrate messaging into NCAA Football and FIFA. These ads will coincide with game play and feature in-language or English commentary based on chosen user preferences. Most gamers report
ads do not detract from their gaming experience and 36% buy, discuss, or seek information about a product after seeing it in a video game, making this non-intrusive medium highly effective. 1
ONLINE SEARCH Because most car searches begin online, Nissan will buy Google AdWords tailored to different search queries that correlate with highly searched word terms throughout the entire campaign. Examples include: Passion, Innovation, Quality Cars, Affordable Cars and Road Trip Planner. AdWords reach 80% of Internet users in the U.S. and will drive traffic to Nissan websites or dealership websites. 2
Search Everything Images Maps
About 107,000,000 results (0.24 seconds)
Nissan Innovation for All | nissanusa.com/Versa
Ads - Why these ads?
Room for everyone starting at $10,990.
Search Everything Images Maps
22 â€˘ OHIO UNIVERSITY
About 222,000,000 results (0.240seconds)
Nissan Innovation for All | nissanusa.com/FuelYours
Ads - Why these ads?
Map your trip and make your playlist.
1 NielsonWire: Video Game Ads Boost Brand Awareness and Sales 2 Google AdWords Overview
MOBILE GAME AD
@NissanNews will sponsor promoted tweets that appear at the top of
Given that four of the top 10 most
users’ timelines to extend the reach of promotional messaging to MCMs
downloaded apps of 2011 were games,
and Twitter’s 100 million users.
Nissan mobile ads placed strategically
between game phases will increase
Nissan News @NissanNews
What fuels you? Pick your passions, pick your drive and submit your story for a chance to win a Nissan #fuelyourpassion http://bit.ly/iSQwE Promoted by Nissan
brand awareness and prompt users to download the Pathfinder Puzzle and visit Nissan’s mobile site.4
3D MOVIE THEATER ADVERTISING Moviegoers in select theaters will experience the collective feeling of driving a Nissan before feature presentations from June to August. This 3D ad will utilize motion-sensor seats to detect the sway of the audience as it steers a Nissan through an obstacle course that correlates with the film they’re about to see. In the rearview mirror the audience will see a sleeping baby. The audience’s objective is to keep the baby asleep throughout the game. Thankfully, the CVT in the Nissan Pathfinder makes for a smooth ride. Since 48% of viewers say 3D programming is more engaging, adding Nissan to that experience will foster a unique interaction with the brand. 5
3 Twitter for Business: Advertise with Promoted Tweets 4 Mashable: Top 10 Apps Downloaded in 2011 5 Wordpress: 3D Advertising Meets TV — Will Brands Benefit?
CREATIVE • 23
OUT OF HOME PARK BENCH ADVERTISING Nissan will place 25 weather-proof park benches in hightraffic targeted locations in each spot market from June through August. Ground illustrations touting the Versaâ€™s roominess will allow for a high frequency with a low-cost per impression.
BILLBOARDS Billboards are noticed by 71% of drivers; Nissan billboards placed in high-traffic commuting highways in all spot markets with city-specific copy will become the talk of the town. The following executions will be displayed in Austin, Chicago and Las Vegas, respectively.1
RADIO According to MRI, MCMs index highly in radio listening before, during and after work hours. Nissan 30-second radio spots similar to the corporate television spot, but localized to drive traffic to dealerships in primary markets will be played four times per day in each primary market. Two spots will play during the morning drive time and two in the afternoon drive time on Top 40, urban and Hispanic stations that best reach MCMs. 24 â€˘ OHIO UNIVERSITY
1 DoMedia: September 2009 Newsletter
TAXI ADVERTISING Nissan’s tagline and logo will appear on backlit taxi tops in all primary markets. The number of tops in each city will vary by taxi usage and population. Taxi tops will be most prevalent in New York City where Nissan North America was chosen as the winner of the Taxi of Tomorrow competition with its Nissan NV200 submission. This medium offers superior levels of recall (45%), reaching local business, and tourists en route to and from the airport, sporting events, shopping centers and restaurants. 2
TAXI TV Passengers in these taxis will see Nissan interactive banners displayed at eye-level 24 hours a day, 7 days a week. This medium provides the lowest CPM (cost per million) of all major media advertisement sources, including print and online media. To further extend Nissan’s message, banners will be flighted with fleets that service the most fares and passengers.3
TAXI WRAPS Taxi wraps will cover Nissan taxis during the following music festivals in our primary markets: Lolla, Ultra, SXSW, North Coast and Pitchfork. These wraps will saturate the city, create high visibility and standout among other taxis. 4 PASSION IS OUR DRIVE, FUEL YOU RS.
PUMP TOP TV
Nissan’s commercial will play
innovative ReCardio equipment in
at gas station TVs in all spot
all primary markets. When installed
markets during the spring and
summer. While drivers spend
popular machines in a gym, this
five uninterrupted minutes at
renewable and eco-friendly energy
the pump, Nissan will remind
system allows for energy to be
them it is passionate about
produced whenever the machine is
changing the way we think
in use. Eco-Friendly Machines are
about driving by investing in
a combination of human and solar
green technologies. 6
INNOVATION FOR ALL.
technology used to power fitness. 5
2 3 4 5 6
Friendly Cab: Taxi Top Advertising Revo-Sys: Taxi Advertising Headrest Screens v The Revosys V5 Taxi Tablet Signals: Vinyl Graphics Application Sun-Times: Solar Powered Health Club Eco Gym to Open in Naperville Screen Media Daily: Pump Top TV
CREATIVE • 25
NISSAN FASHION SHOW
Fashion and style speak to MCMs. In order
Nissan already has a strong
to capitalize on this, Nissan will host a
holographic fashion show at the New York,
for Humanity. To further
Los Angeles, Miami, Las Vegas, and Chicago
strengthen this bond, Nissan
auto shows. During these shows, Nissan will
will give its employees the
unveil its newest models alongside innovative
chance to give back. In late
fashion designs from up-and-coming
September, employees of
designers. In addition, a contest will be held
Nissan’s corporate offices
for amateur designers to create an innovative
will have the opportunity
design of their own. The 10 best designs will
to take the day off work
be featured in the show, and their creator will
and volunteer on a Habitat
receive a scholarship.
R 28 201
FRI MAR 28 2014
ULTRA MUSIC FESTIVAL Electronic music is at the forefront of musical innovation. As such, it only makes sense for Nissan to sponsor one of the most prolific electronic music festivals, Ultra. Nissan advertisements will be prominently featured across the entire festival, most notably by branding the main stage with the Nissan logo and tagline. To ensure fans have enough energy to last through the event, Nissan food trucks will offer food and drinks at various locations around the festival. And when things finally do wind down, attendees don’t have to worry about driving themselves home because Pathfinder and Versa taxis will provide hassle free transportation to and from the festival. This event will be promoted heavily via social media. Nissan will create an entire tab dedicated to the event on its Facebook page as well as creating a social media schedule leading up to the event. In addition, Nissan will team up with Myspace to provide an exclusive sneak peek of the artists performing at the show on a Nissan-sponsored playlist. 26 • OHIO UNIVERSITY
MOST INNOVATIVE DRIVE OF THE GAME Nissan will partner with the NFL to sponsor the “Most Innovative Drive of the Game” award, which is given to the team that has the most impressive, unorthodox series of plays during a game. This award will be featured on Sports Center and the winner is actually picked by fans who cast their vote via Twitter using the hashtag #InnovativeDrive.
NBA Nissan will help fuel your passion for the NBA by sponsoring the league, as well as New York Knicks breakout star Jeremy Lin. Lin will also be an instructor for a basketball camp Nissan is sponsoring for high school seniors. The camp ends with a giant tournament in which the winning team will receive a college scholarship for each of its players.
Nissan News @NissanNews
An ultimate challenge for MCMs is completing a marathon. Nissan will help them rise to this challenge by sponsoring popular marathons in the following primary markets: New York City,
Congratulate your @ChiMarathon runner as they cross the @NissanNews finish line using the hashtag #fuelyourpassion http://bit.ly/xGtabF Promoted by Nissan
Boston, Chicago, Dallas, San Francisco, Miami, Seattle, Denver, Minneapolis, and Las Vegas. At each event, friends and family can congratulate their runner by tweeting. Nissan will purchase promoted
#FuelYourPassion to project them on a virtual wall at the finish line. In addition, Nissan will also
@TrentBrown CONGRATS! You did it! Love, Mom #FuelYo urPassion
distribute sun-activated color-changing T-shirts and sponsor water stations along the route, allowing participants to refuel during the race.
SPONSORSHIPS • 27
DEALERSHIP DEALERSHIP SIGNAGE To foster consistent messaging, dealerships will be provided with materials mirroring our campaign — further driving Nissan’s passion, messaging and look.
AUGMENTED REALITY SHOWROOM APP We asked MCMs what they seek from a car shopping experience and received answers such as a clean dealership, helpful salesmen and nice cars they can test drive. However, a majority of MCMs either had never purchased a vehicle at a dealership or expressed that they care more about the car they are considering for purchase than the look of the showroom:
“I don’t really care too much about the dealership. I care more about the car.” Ciera, 23 So, to enhance the dealership experience in a way MCMs will find appealing, Nissan will utilize augmented reality on iPads in showrooms throughout our 15 primary markets. Because MCMs are tech savvy, extending augmented reality into the car-shopping experience will seem natural and personalized. MCMs can use iPads purchased for dealerships to check out the specific innovations of each Nissan model and customize cars to their personal style and specifications.
28 • OHIO UNIVERSITY 28 • OHIO UNIVERSITY
MEDIA STRATEGY OBJECTIVE
In order to achieve our campaign goals, media will obtain a high frequency with a locally targeted reach. We have established an effective campaign in order to seamlessly integrate Nissan into Hispanic, Chinese-American and African-American Millennials’ everyday lives. We will utilize a cohesive blend of Paid, Owned and Earned media in order to fully capitalize the benefits of each placement. We have integrated the Nissan brand into every aspect of our targets’ lives, in order to better connect with them.
We have provided a national base while enhancing local media in order to geographically reach each segment of MCMs. Through our strategically cross-referenced primary markets and our extensive MRI research, we will reach MCMs on all their favorite national mediums and be present in their hometowns.
The campaign will launch in April 2013 and continue through the fiscal year ending in March 2014. Media executions were flighted based on the creative strategy of beginning with brand identity and finishing with attribute-based placements. Media placements were based on seasonality and media consumption in order to reach them throughout the year.
MEDIA SPENDING 45%
OUT OF HOME
MEDIA • 29
MEDIA SPENDING MEDIA VEHICLE
MAGAZINES TELEVISION RADIO
DIGITAL DISPLAY SEARCH MOBILE GAME ADS VIDEO GAME ADS PAID TWITTER
OUT OF HOME BILLBOARDS PARK BENCHES FESTIVAL TAXI WRAPS TAXI TVS TAXI TOPS PUMP TOP TVS 3D MOVIE THEATER ADS MARATHON INTERACTIVE WALL
OWNED NISSAN ROAD TRIP APP AUGMENTED REALITY APP
EARNED DRIVE OF THE GAME NBA SPONSORSHIP MARATHONS ULTRA MUSIC FEST SPONSORSHIP
NISSAN FASHION & AUTO SHOW WHAT FUELS YOU?
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Included with TV
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In order to measure effectiveness, Return on Investment (ROI) measurements will be utilized. The campaign’s primary goal is to increase market share among African American, Hispanic and Chinese Americans; secondary goals include increasing awareness and creating favorability for the Nissan brand.
UNITS SOLD We anticipate our integrated marketing plan will increase the total number of multicultural unit sales by 15% over 2011. This translates into 542,118 units sold by the end of 2013.* For our $100,000,000 marketing expenditure we estimate $10,300,242,000 in sales for North America.** We believe that every $1 spent on advertising will result in $10 in sales.
ONGOING MEASUREMENT AND ANALYSIS An ongoing evaluation process is required for this campaign to be successful. We propose measuring our spending levels and outcomes in three primary areas:
BRAND AWARENESS, MESSAGE ASSOCIATION AND FAVORABILITY
• Redistribute surveys six months into and one year after the campaign has launched to compare MCMs attitudes toward Nissan before, during and after the campaign
CAMPAIGN METRICS (TO BE ANALYZED MONTHLY)
• Monitor Nielson TV impressions • Track unique visitors to the campaign’s microsite and NissanUSA.com • Monitor and analyze downloads and usage of Nissan apps • Obtain data on click-through rates of Google AdWords and online banner interactions • Calculate new customers who enter contests and sign up to receive Nissan email updates at promotional events • Track the number of people exposed to Nissan at promotional events • Calculate the number of new fans and followers Nissan obtains on social media including Facebook, Google+ and Twitter • Observe and analyze click-through rates of promoted #fuelyourpassion tweets on Twitter DISTRIBUTOR FEEDBACK
• Distributor visits and online surveys will determine campaign reactions and effectiveness
COPY TESTING Our campaign was put to the test and initial feedback shows Passion is our Drive, Fuel Yours resonates with MCMs:
“I like the wide variety of people [in these ads] because when I see ads that have just one ethnicity I think they are trying to trick you.” Jamie, 19
“Having everything so interactive really appeals to me — I can tell it’s for me!” David, 22
Rationale • Nissan North America experienced a 25% increase in unit sales from 2009 to 2011 (Nissan Annual Report 2011) • Total U.S. unit sales for 2011: 1,042,534 (Nissan Americas Press Release, Jan. 25, 2012: “Nissan Advances to Become No. 2 Asian brand in 2011, Reports Record Sales and Share Growth Across Region”) • Total Multicultural U.S. unit sales for 2011: 260,634. This represents 25% of total U.S. units (Case Study) • Conservative estimate of 30% in total unit sales increase from 2011 to 2013 (based on a 25% increase from 2009-2011)
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“I like the tagline. It’s catchy and I like the fact that it has two meanings; the way it sounds when you say it and when you see it!” Laprice, 24
• 1,042,534 x .30 = 312,760 • 312,760 + 1,042,534 = 1,355,294 units sold in 2013 • We can expect Multicultural purchases to increase 48% over a two year period, from 2011 to 2013. This will make their purchases 40% of the total units sold in the U.S. • 1,355,294 x .40 = 542,118 total MC units sold* • 542,118 total MC units sold x $19,000 (average price of a Nissan) = $10,300,242,000 in sales**
CAMPAIGN DIRECTORS CHAD HARVILLE & JOHN HICKS
Stephanie Cesear & Kyle Ranally
Nina Bressau & Logan Rice
Samantha Akins, Tyler Perrino & Mallory Kyle
Hilary Johnson & Emily Lasko
Trent Stephens & Rachel Reilly
Melissa Pennington, Danielle Magary & Emily Pignatiello
CREATIVE KEY CONTRIBUTORS Mathew Roberts, Noah Sacksteder TEAM: Bryana Arancibia, Ali Arko, Aundrea Bentley, Lauren Casarona, Bethany Cook, James DiGangi, Mike Greenberg, Lesi Hui, Tara Nolan, Colin Pacelli, Felice Schwarz, Kate Slanker, Ashley Spencer, Trent Stephens, Chelsea Thieken, Emily White, Jordan Wilson
MARKETING MCM LIAISON Bryana Arancibia KEY CONTRIBUTORS Elly Brown, Julianne Rushton, Amy Worrell TEAM: Aundrea Bentley, Bethany Cook, Lisa Kefalos, Alex Milne, Colin Pacelli, Logan Rice, Noah Sacksteder, Kate Slanker, Trent Stephens, Chelsea Thieken
MEDIA KEY CONTRIBUTORS Carly Damman, Lynde Devlin, Amy Worrell TEAM: Aundrea Bentley, Hilary Johnson, Lisa Kefalos, Emily Lasko, Colin Pacelli, Kyle Ranally, Rachel Reilly, Trent Stephens
PR/PROMO KEY CONTRIBUTORS Carly Damman, Theresa Ianni TEAM: Julianne Rushton, Molly Vignos, Brech Willis, Heather Wilson
PRODUCTION TEAM: Stephanie Cesear, Tara Nolan, Colin Pacelli
SPECIAL THANKS Professor Craig Davis Professor Carson Wagner Taylor of Athens OU Police Department Adetunji Adedipe Kim Amedro Ashley Brewer Taylor Carney Elyse Freeman Lauren Goodwin Raquel Harrah Katie Heitz Ashley Hetman Megan Hillman Savannah Hogan Carrie Hodgson Danielle Morris Lyra Neff Katie Oâ€™Leary Nate Podboy Max Rodriguez Cameron Scheetz Dreadnaught Stubbs Olivia Vitou Eric White Caitlin Whitehurst
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Ohio University Advertising Association