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TABLE OF CONTENTS
Calling all innovators.
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Llamando a todos los innovadores.
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CLES IGN CY
PAID MEDIA ONLINE
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We are students. We are workers. We are athletes. We are mathletes. We are artists. We are Circle Advertising and we are a family. We come from different majors, talents and backgrounds and unite through our love for advertising and motivation to produce inspiring work. Individually, we are underdogs. Together, we are a well-oiled machine. Just like the campaign we have created, we believe that every execution should challenge conventions. Our secret? #boycottsleep.
As a leader in technology, Nissan is committed to providing Innovation for All through superior products and messaging. Circle Advertising has taken Nissan’s mission and refined it to engage African American, Chinese and Hispanic Millennials. Our campaign will increase Nissan’s multicultural share and establish its CEO, Carlos Ghosn as a global ambassador for innovation. Building upon the current Nissan brand position of Innovation for All and the ZEAL of Ghosn, our campaign establishes consistent values that transcend barriers to promote inclusion and celebrate diversity. The more we learn about Ghosn, the more our respect for him grows. The same tenacity expressed in his 1999 Revival Plan reigns true in this campaign. Inspired by Ghosn, Circle Advertising has developed a campaign for the doers. We will utilize Nissan’s overarching call to action of SHIFT_ the way you move and challenge African American, Chinese and Hispanic Millennials to pursue their goals with passion beyond reason. We united a car company that pioneered innovation with a demographic that aspires to ignite change.
Throughout our research and brainstorming process, we determined what both Nissan and African American, Chinese and Hispanic Millennials have in common is a history of hardships and the drive to succeed. We found that both Nissan and our audience share an enthusiastic devotion to their work and passions that fuel their ambitions. It’s perseverance that propels them, and it’s innovation that inspires them. We implemented the formula of Simon Sinek’s The Golden Circle to connect with Multicultural Millennials through a brand purpose that engages them with what they value. This form of consumer engagement will sustain a longer customer loyalty period. Sinek: “People don’t buy what you do, they buy why you do it...Organizations that start with why understand and communicate their beliefs. As a result, they are more innovative, more influential, and more successful.”* We at Circle Advertising have created a campaign that highlights the driving force within African American, Chinese and Hispanic Millennials. By connecting to the audience through unifying beliefs and values, Nissan will not only differentiate itself from other brands, it will revolutionize a cultural movement.
By choosing Circle Advertising, you acquire a team of innovators. As students of Chapman University’s Dodge College of Film and Media Arts, we have innovation at our fingertips. In response to the challenge presented in the case study, we innovated the structure of our agency. In addition to creative, media, account planning, public relations, and promotions teams, we implemented an experimental media team to create a fusion of art and technology for our campaign. We innovated our five-year creative research process of Rompe to include iPad displays, projections, rotating GoPro cameras, and multicultural art pieces. We innovated our 6th Annual Halloween Ball, Warlocks and Witches, to include a custom-designed hypnotizing Vortex to welcome our guests. Nissan inspires us to embody innovation in every aspect of our agency. In fact, we innovated this plans book. Just as we empower African American, Chinese and Hispanic Millennials to shatter existing perceptions, we transformed the layout of the book to reflect the creative messaging. The very ZEAL that lives inside of Nissan, Multicultural Millennials and Circle Advertising, powers the pages of this book.
*Sinek, Simon. “How Great Leaders Inspire Action.” Tedx Talk [Conference]. Pudget Sound, WA. Sep. 2009.
SITUATION ANALYSIS WHAT MAKES YOU GO? RESEARCH OBJECTIVES To better understand our demographic, we carried out specific research objectives to understand the thoughts and values of African American, Chinese and Hispanic Millennials. We wanted to make our campaign as tailored to our target market as possible, so their wants and needs were the forerunners of our research.
· Develop an understanding of what “innovation” means to Multicultural Millennials · Analyze the African American, Chinese and Hispanic markets to find cultural touch points · To determine Multicultural Millennials perception of the Nissan brand · Analyze the automotive industry to identify Nissan’s competitive advantage · Gain an understanding of the Millennial lifestyle to determine how Nissan can address their needs · Identify Nissan’s strengths and weaknesses to determine which current assets to build upon
Emphasis on diversity in corporate values: Nissan’s commitment to promoting diversity and inclusion allows it to expand its global footprint.
Inconsistent message of innovation: Nissan’s mixed messages don’t explain to customers how the brand is innovative.
Forward thinking in technology and design: Nissan invests in developing innovative products that focus on creating a safe and eco-friendly environment.
Model-based recognition: Consumers are able to identify individual models but struggle to connect it to the Nissan brand.
First to produce an affordable electric car: In August 2009, Nissan introduced the LEAF and gave the world access to an affordable Zero Emissions Vehicle.
Absence of brand advocates: Nissan lacks active Multicultural brand advocates to generate awareness for the brand.
Japanese Halo Effect: Nissan benefits from positive consumer perception of Japanese automaking.
Highly saturated market: Intense competition in our categories from Korean, American and Japanese automakers increases options for consumers.
Growth of Multicultural market segment: The increase in population of Nissan’s target markets allows for opportunity to significantly increase market share.
Increasing competition in ZEV category: Automakers race to satisfy the consumer demand for ZEV.
Higher preference for a new affordable car: When surveyed, Multicultural Millennials would prefer to buy a new affordable car over an expensive used car.
Disruption of supply chain: Natural disasters in Japan have impacted manufacturing and logistics of the Japanese automotive companies.
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We had a series of professional interviews with selected individuals to immerse ourselves in the automotive industry, advertising culture, and the process of purchasing a car: Nathalie Con - Strategic Planning Assistant for Honda, RPA Nick Bishop - CEO/President, DDB Los Angeles Mike Weisman - President and Co-founder of DGWB Oscar Oliveros- Finance Manager, Stadium Nissan Dawn Taubin - former President of Marketing, Warner Bros. Pictures Cheril Hendry - CEO/President, Brandtailers
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Over the past several months, we also held seven focus groups for in-depth, personal research with the demographic: · African American · 18-24 year-old Millennials · Chinese · 25-29 year-old Millennials · Hispanic (2) · Post-Testing
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To get to know African American, Chinese and Hispanic Millennials we visited strategic locations including: · 2012 Asian American Expo, Pomona, Calif. · 24th Annual Long Beach Martin Luther King Jr. Peace and Unity Celebration, Long Beach, Calif. · University of California, Irvine, University Center, Irvine, Calif. · Disneyland Resort, Anaheim, Calif. · South Coast Plaza, Costa Mesa, Calif. · Local Southern California Nissan Dealerships · Los Angeles Auto Show
KEY FINDINGS & INSIGHTS African American: “Being African American means being different and proud of who you are… It’s also sharing your culture with the majority.” -Dayvid S. (19) 88% have strong respect for their elders. 93% feel empowered in their ability to affect change.
Chinese: “We may not be immersed in the culture everyday, but we still identify as being Chinese.” - Nathalie C. (22) “My old boss, he’s young and he’s retired… He achieved his dream and I look up to him.” - Howard S. (24) “I value my brother because he taught me to be more mature and take on more responsibilities.” - Kit C. (18) 62% would prefer to have a brand new more affordable car over a used originally more expensive car.
Hispanic: Hispanic Millennials base their purchasing decisions on what will be most beneficial to them in the long run. “It’s obvious when they have an abundance of Mexicans in ads, there is no sincerity.” – Salina M. (19) To Hispanic Millennials, family influence is one of the key factors that influence purchasing behavior. They trust family members and value a strong connection within their family.
TARGET MARKETS TAKE AIM While cultural identity runs strong within our markets, advertising based on race is often perceived as inaccurate and isolating. To look beyond stereotypes while still resonating with our audience, our campaign will segment markets by age within African American, Chinese and Hispanic cultures. We will recognize common Millennial values to increase unity, promote inclusion, and solidify Innovation for All.
Tertiary Market: Dependents 18-20 years old Purchase triggers: graduating high school, first car purchase, moving away from home
Primary Market: Transitionals 21-24 years old Purchase triggers: Graduating from college, starting career, upgrading from first car
Secondary Market: Independents 25-29 years old Purchase triggers: starting a family, career promotion, relocation after college
We focused on dependents as a tertiary market because they rely on their parents financially, meaning the parents have primary say in their child’s car. There is still potential in this market due to the relevant triggers such as graduating and moving to college.
As a result of our research, we chose transitionals as our primary audience. According to what we found, most Millennials don’t own a reliable car, and plan to buy one either after graduation or when they’re 22 years old. Transitionals rely heavily on the opinions and advice of their parents, yet they make their own decisions, and plan to fund the purchase with minimal help. We found that more often than not, transitionals reference the Internet when researching big purchases.
Our secondary audience, independents, represent upgrade opportunities after key triggers such as earning a promotion at work. They can also pass along their brand loyalty when they start having children. Consumers at this age, not previously connected to the Nissan brand, will be able to discover that Nissan’s reliable attributes and bold styles match their individual lifestyles.
FRAMING OUR CAMPAIGN BREAKING AND BUILDING BARRIERS
an obstacle preventing us from connecting with our audience
WEAK BRAND IDENTITY Primary research indicated that our target markets react indifferently to Nissan.
CONSUMER FATIGUE Generalized messaging and a lack of differentiation among automotive advertising overwhelms consumers.
ABSENCE OF BRAND ADVOCACY Nissan lacks a community of consumers who actively promote the brand.
· Overall Ambiguous Perception – though the brand name is recognized, the brand image lacks cohesion · Inconsistent Voice – Nissan’s mixed messaging results in confusion of what it stands for · Model-Based Recognition – consumers are more aware of Nissan’s individual models than the company as a whole
· Subjected to Clichés – frequent use of similar themes results in monotonous advertising · Lack of Sincerity – the disingenuous tone of typical automotive advertising lacks authenticity · Market Saturation – the automotive industry is replete with variety, leaving Nissan lost in the clutter
· Limited Consumer Involvement – a lack of engagement between Nissan and its consumers has resulted in low retention rates when compared to competitors · Product Focused – Nissan promotes the mechanical attributes of its cars, rather than the emotional connection a person can gain from owning a Nissan · Dissonance between Values and Actions – there’s a disconnect between Nissan’s defined brand values and its executions
Nissan’s unique assets that we will build upon
SHIFT_the way you move
· Current Brand Position – promoting “Innovation for All” · Innovation Beyond Cars – taking initiatives to transcend innovation to all aspects of society · Ignite Change – shattering the status quo with sustainable advocacy
· Nissan Narrative – from Datsun to Nissan, 1933 to now, the Nissan story is compelling and should be told · Japanese Halo Effect – positive perceptions associated with Japanese automakers · Carlos Ghosn’s Influence – providing forward thinking practices and an emphasis on diversity
· Quality in Every Class – quality is an essential element of all Nissan vehicles · Competitive Range – price points for all economic backgrounds · Fostering Individuality – assortment of styles allow consumers to select models that fit their taste and personality
CAMPAIGN OBJECTIVES IT STARTS WITH WHY By building upon Nissan’s current brand messaging of SHIFT_the way you move, we will streamline our message to target African American, Chinese and Hispanic Millennials. After evaluating brands preferred by Multicultural Millennials, we discovered that companies with a defined purpose have higher brand loyalty within our demographic. Through our campaign, we will not only draw attention to Nissan’s products, but to its larger brand purpose as well.
While researching brand development strategies to apply to our campaign, we discovered Sinek, author of Start With Why: How Great Leaders Inspire Everyone to Take Action and creator of The Golden Circle. Sinek inspires organizations to innovate messaging by instilling brand values. He believes that every business must first define a why – the driving factor that provides purpose to its existence. The Golden Circle is a unique model because it communicates from the inside out to first express the why in order to shape the how and what of an organization.
Why does your organization exist? How does your company function? What do you sell? Placing an emphasis on brand values brings clarity of vision to why the company exists. We used this formula to shape our campaign. The Nissan foundations that we will highlight through this campaign outline the why, how and what to build a stronger brand and empower African American, Chinese and Hispanic Millennials in their purchasing decisions. Nissan’s Why - As stated in the Nissan Manifesto, we believe that Nissan’s purpose is to: “...change the world and the way we move through it.”
WHY HOW WHAT
Objectives of this campaign: · Generate brand loyalty · Create a consistent message of innovation that resonates with African American, Chinese and Hispanic Millennials · Illuminate Nissan’s philanthropic efforts and inspire our audience to create change · Strategically place innovative media to capture a broad Multicultural market · Execute lifestyle events and promotions that increase brand awareness and engage African American, Chinese and Hispanic Millennials
ROMPE 32 INDIVIDUALS BREAKING CONVENTION Imagine walking into a sound stage that has been transformed into a creative research space, enclosed by seven-foot tall white boards. With soft background music playing like Explosions in the Sky, students silently study the uniformed display filled with data from Multicultural Millennial values to social media stunts. A scene like this could only be found at Rompe, Chapman University’s annual NSAC event. Rompe, (pronounced rome-peh) is a unique creative process, in which we analyze current industry trends, specifically those in alliance with the psychographics of African American, Chinese and Hispanic Millennials. Rompe generates an unparalleled sense of community, as each department is responsible for conducting specific secondary research and assembling their key findings on research boards. Rompe is derived from the Spanish word “to break,” and allows us to identify how to connect with our target markets and break the campaign barriers. The insights we develop during Rompe kick off a four-day big idea brainstorm. Our key insights: · Nissan needs to explore creative options to reach its target markets in order to stand out from the advertising saturation of the auto industry. · The journey of African American, Chinese and Hispanic Millennials toward success mirrors that of Nissan’s journey in many ways. · African American, Chinese and Hispanic Millennials do not want to feel singled out through advertising blatantly targeting their race.
Coming up with our Big Idea meant brainstorming late into the night - not about how to sell a car to African American, Chinese and Hispanic Millennials, but how to sell what they had in-common with Nissan. We knew that we had to build upon Nissan’s overarching themes of Innovation for All and SHIFT_the way you move, but we also knew that we needed to appeal to the core of what drove these Multicultural Millennials in their everyday lives. Our target market is an incredibly driven generation that strives for success above anything else, whether it be relating to their careers, hobbies or passions. This fervor is due to the hardships that both Nissan and African American, Chinese and Hispanic Millennials have had to endure throughout their respective histories as the underdog. Keeping all of this in mind, we developed a formula describing the route from differences to success that ultimately led us to our Big Idea. We believe the only way to overcome hardship is through the practice of perseverance. Multicultural Millennials accelerate through
adversity with tireless diligence the same way that Nissan is committed to innovating its brand and products. It made sense to manifest the moment between acceleration and success where doubts are conquered and nothing is visible but the end result. We found that this moment is what truly connects Nissan to African American, Chinese and Hispanic Millennials. They have pushed forward through adversity, have gained momentum, and their goals are now in plain sight. We captured an intangible force. It’s the force that ignites the innermost ambitions when one is at the height of pursuing their passions, whether it be Nissan innovating the newest technology for its cars, or a Chinese Millennial about to make the final stretch for a slam dunk, the direction is the same. As Circle Advertising, it is our job to epitomize this unifying emotion and integrate it into every aspect of our campaign.
Our Big Idea? ZEAL.
CREATIVE STRATEGY INSPIRED BY NIGHT
VISION Just as Nissan works to become the current industry leader within Multicultural markets, African American, Chinese and Hispanic Millennials strive to reach success in their designated fields. Our creative vision, CHALLENGE PERCEPTION, will empower African American, Chinese and Hispanic Millennials to defy expectations placed on them by society and strive to fulfill their innermost needs. With every creative execution, Nissan will inspire our audience to take action and shatter pre-existing conventions.
Our tagline, The Rest Just Dream recognizes the doers. It implies that while many people have grandiose ideas for the future, most spend their nights snuggled in bed simply dreaming about what they wish to accomplish. However, our audience, African American, Hispanic and Chinese Millennials are awake, working hard to accomplish these goals. While the rest are dreaming, they are doing.
To exemplify ZEAL within Nissan and Multicultural Millennials, we developed a creative strategy with several objectives that unify the executions of our campaign under the Big Idea. 1. We will embody ZEAL and unite with those who make it their mission to do the same. 2. We will place self-expression as one of the highest values of our campaign and will strive to create parallels between Nissan and Multicultural Millennials when relating to aesthetic elements, design or technology. 3. We will promote inclusion among our audience to solidify Innovation for All. 4. We will illuminate Nissanâ€™s brand purpose using key principles from The Golden Circle. 5. We will empower African American, Chinese and Hispanic Millennials to challenge perceptions in their communities. 6. We will strengthen our partnership with Habitat for Humanity to showcase ZEAL in a philanthropic form.
THE STYLE OF ZEAL
NIGHT We wanted the style of our campaign to reflect the concept of ZEAL, so we set forth to find out how exactly ZEAL manifests itself among African American, Chinese and Hispanic Millennials. We came to the realization that for our audience, ZEAL is virtually synonymous with nighttime. During the day, Multicultural Millennials have jobs, school, families, social events - but the night belongs to them. Their phones arenâ€™t vibrating, their social media feeds have settled down, and there is nothing left to distract them from their goals. Why would they be sleeping? This is their time to be, to create, to innovate. We incorporated the concept of night into our executions because it compliments the concept of ZEAL. Working through the quiet intensity of the night inspired us not only conceptually, but visually as well. Our print ads, commercial and events take place in the energizing stillness of night. Infused into every aesthetic element of our design are the hues and style inherent to the night.
MEDIA STRATEGY BREAKING THROUGH THE CLUTTER
We broke out of the standard media labels of traditional and non-traditional to embody innovation and challenge existing perceptions of Nissan. We developed a media strategy that connects with African American, Chinese and Hispanic Millennials utilizing the PEO model. These categories break down the best way to interact with our audience:
Any channel of media that we must purchase. Most traditional advertising falls under this category, as paid media has the widest reach.
Anything that creates an opportunity for conversations about Nissan, but is not necessarily funded by Nissan. This could include blogs, reviews, word-of-mouth and social media outlets.
Any touch point that Nissan already owns that interacts with our consumers including Nissanâ€™s websites and dealerships. While not included in the traditional media mix, it is a very cost-effective and creative way to reach our consumers.
CAMPAIGN CYCLES CREATIVE IN MOTION
ZEAL is implemented in four cycles beginning April 2013 to March 2014. Each cycle pairs a component of our strategic media cycle with our PEO strategy, creating a meaningful relationship between African American, Chinese and Hispanic Millennials and each piece of our campaign. These cycle has been named in accordance with Nissan’s prime elements: innovation, design, endurance and performance. Through these cycles, we are able to shatter our barriers and reinforce that Nissan exemplifies ZEAL year-round. Based on our audience, we developed 12 target cities across the country. Austin, TX Boston, MA Chicago, IL Dallas/Ft. Worth, TX Detroit, MI Las Vegas, NV Los Angeles, CA Miami, FL New York, NY Philadelphia, PA San Jose/Oakland/San Francisco, CA Washington, D.C.
CYCLE 1: INNOVATION April - June 2013 Introduce the campaign by focusing on bringing attention to Nissan as a whole, with an emphasis on innovation. We will focus on paid media during this cycle to educate our demographic about the new campaign. The TED Talk that will take place during this cycle with Carlos Ghosn will also help instill Nissan’s values and dedication to technology from the very start of our campaign. Habitat for Humanity ACTIVATE: Concert Powered by You Carlos Ghosn TED Talk
CYCLE 3: ENDURANCE October - December 2013 We will demonstrate Nissan’s endurance by creating an understanding of the brand and its mission to strive for optimum innovation, and encourage African American, Chinese and Hispanic Millennials to share this fervor. These placements will focus on earned media, specifically social media, to strengthen Nissan’s messages. In addition, 2014 models will be announced in October and be available for purchase in September, thus enhancing Nissan’s image as Innovators. Heisman & Overdrive Hertz Rental Partnership & LA Auto Show Gran Tourismo Nissan Challenge
CYCLE 2: DESIGN July - September 2013 Garner interest toward Nissan by highlighting its focus on design, and allow African American, Chinese and Hispanic Millennials to experience the brand. Executions within this cycle will revolve around the theme of design. During this cycle we will focus on reaching our demographic through strategically-positioned owned media. This will help Multicultural Millennials see Nissan as an entity they share a value with, thus breaking the barrier of consumer fatigue. LXD Partnership Do Something Awards Comic Con Movie Theater
CYCLE 4: PERFORMANCE January - March 2014 Affirm African American, Chinese and Hispanic Millennials’ decision to choose Nissan by showcasing its dedication to peak performance. This cycle will focus primarily on spectaculars to confirm Nissan’s place in the market. We will show, rather than tell, our audience about Nissan’s beliefs and create brand advocates within our target markets. Employee Affirmation Eye on Black Oscar Party Taxi of Tomorrow Teaser at Fashion Week Super Bowl Halftime Hologram Projection
CREATIVE EXECUTIONS PRINT ADS True night owls, Circle Advertising worked through the night to shoot our print ads. We embodied the moment where our target market is free to let go of their obligations and to create, innovate and produce inspiring work. In the voice of Nissan, we will speak directly to African American, Chinese and Hispanic Millennials letting them know that as they work tirelessly, so do we. We broke down the print ad strategy into three elements that Nissan has in common with the talents of its target audience: performance, technology and design.
YOUR NIGHT IS A SILENT OFFICE. NOTHING CAN bE HEARD bUT THE INNER WORKINGS OF YOUR MIND. YOU’RE A CREATOR. PRECISION IS YOUR CALLING, bUT INNOVATION IS YOUR EXPERTISE. YOU TAKE PRIDE IN YOUR TECHNOLOGY. SO DO WE.
TU NOCHE ES UN ESTADIO VACÍO. SÓLO LAS LUCES Y EL LATIDO DE TU CORAZÓN TE GUÍAN. AL IGUAL QUE NOSOTROS, EN CADA MOVIMIENTO TE SIGUES ESFORZANDO HASTA LOGRAR TU MÁXIMO DESEMPEÑO. NOSOTROS TAMbIÉN.
EL RESTO SOLAMENTE SUEÑA.
YOUR NIGHT IS A STILL STUDIO. 15 HOURS UNTIL SHOW TIME. THE AUDIENCE WILL ADMIRE YOUR PIECES AND WHAT THEY REPRESENT: WHERE YOU CAME FROM AND WHERE YOU’RE GOING. YOUR DESIGNS EPITOMIZE INGENUITY. YOU PUSH YOUR AESTHETICS bEYOND CONVENTION. SO DO WE.
THE REST JUST DREAM.
THE REST JUST DREAM.
“Your night is an empty field. There’s nothing but the beating of your heart and the glow of stadium lights to guide you. Every move builds endurance. You keep pushing until you reach your optimum performance. So do we. The Rest Just Dream.”
COMMERCIALS Our commercial opens with a serene panning shot of individuals sleeping in the dead of the night. These are our dreamers. Then, the shot slam cuts to a montage of individuals working through the nighttime - landing that final move, finishing that last paragraph, or hitting that last note. These are our doers, our Multicultural Millennials who, similarly to Nissan, use the nighttime to display ZEAL.
The camera slowly pans past individuals asleep in their warm, cozy beds. These are the dreamers.
The dreamers are tightly tucked away, lost in unconciousness, content with the progress of their day.
We pass over another bed, but this one is empty. This is the bed of the doer.
Cut to the revving of a car engine. The doer sets out to seize the night.
In a montage, we follow the doers. We see a ceramicist at his pottery wheel crafting his masterpiece.
A college athlete sprints up the endless staircase of the stadium bleachers.
An architect carefully drafts his latest design late into the night.
Reveal a Nissan driving down the street into the darkness. The Nissan logo glistens with the reflection of the surrounding city lights.
SUPER BOWL PITCH As part of the campaign, Nissan will launch an interactive, 30-second Super Bowl spot. Following the Heisman Overdrive events, Nissan will publicly challenge Multicultural Millennials to â€œSend Nissan into Overdrive.â€? This will directly appeal to African American, Chinese and Hispanic Millennials to use various social media platforms to post, comment and vote on different ways Nissan can challenge perceptions of what a car can do (i.e. send a Nissan to the moon; drive a Nissan up the Empire State Building). Nissan will produce the winning idea chosen by viewers to showcase the style, endurance and reliability of the brand in any scenario.
PAID MEDIA INNOVATING TRADITIONAL MEDIUMS Nissan Scratch Shield Utilizing Scratch Shield, Nissan’s self-healing iPhone case, we will launch “Innovation for Students” and give Nissan-branded iPhone, iPad and laptop cases to college students. To bring students into dealerships, we will offer them free Scratch Shield cases for their electronics if they visit a Nissan dealership and show their college ID.
GT-R Xbox Controller Nissan will target the gaming community by updating the current Xbox 360 controller with design elements from the Nissan GT-R. The controller will be released in conjunction with the next version of the racing game Need for Speed. The controller will also come with an exclusive online code that will allow players to download the Nissan GT-R as a car within the game.
iPhone Integration Print Ad When users scan the QR code, videos will play comedic backseat episodes in the Nissan Pathfinder. The video series “What do you do in the backseat?” provides a playful take on the promiscuous encounters of night. Innovation for Endurance Runners don’t stop when the going gets tough, so why should Nissan? Throughout popular urban and suburban running areas, Nissan will place filtered water stations where runners can beat thirst while still being mindful of beating the clock. The water station will also act as a trail light so runners can continue training into the night.
Always Nighttime Billboard Our billboards placed on freeways in high traffic areas will mirror their backgrounds, but transform the scene behind it into night. The copy will read, “This is when it happens. The rest just dream.” WILD POSTINGS Our wild postings will harness the night, just like driven Millennials do. Posted in areas with high foot traffic, during the day, our postings will read “To most of you: have a good evening. To some of you: see you tonight.” Once nighttime hits glow-in-the-dark letters will appear saying, “You’re still up? So are we. The Rest Just Dream.”
Glow in the Dark Bumper Stickers After stepping foot in Nissan dealerships, visitors can take our campaign with them on the road. Branded collateral bumper stickers will be given out at Nissan dealerships that are invisible by day, but glow at night and read, “The Rest Just Dream”.
Altima Bus Decal Nissan is going to swarm metropolitan areas and make pedestrians believe they are immersed in a sea of Nissans. There will be a 3-D Nissan decal stuck to all city buses to make it appear as if a Nissan Altima is driving next to the bus at all times.
ONLINE CLICK HERE TheRestJustDream.COM We will create TheRestJustDream.com as a microsite of Nissanusa.com to serve as the online hub for our campaign. With information about our events, partnerships and links to our social media sites, TheRestJustDream.com will become the go-to page for all consumers. NISSAN FACEBOOK TIMELINE Nissan will use the Facebook timeline feature to show off its rich history and ZEAL in a “The Rest Just Dream” Facebook page. It will place major events in Nissan’s history and moments that displayed the company’s milestones and times it overcame adversity on the homepage. To foster brand advocates, Nissan will encourage fans to do the same on their own timelines. In addition, aspiring photographers can post shots of the night sky to the page, and select photos will be chosen as the cover photo for the page during the campaign. Nissan will use “The Rest Just Dream” Facebook page to produce live Facebook chats with leading members of various career fields. The individuals chosen, which will consist of successful Multicultural Millennials, will challenge perceptions by answering questions and providing tips for those that engage with them. Fans will have a unique chance to gain insights in their field of choice. Nissan Pinterest Page Nissan North America will create a Pinterest page where users can follow Nissan’s posts on its boards reflecting the four themes of our media cycles: innovation, design, endurance and performance.
ESPAÑOL | 中国的
#therestjustdream going to the oscar pre-gala! i hope i fit in? #therestjustdream @mollyhersh 1 HOUR AGO
welcome to ali’s world...#therestjustdream
@alilabelle 3 HOURS AGO
While #therestjustdream, I’m at my break dancing comp. @inretrospekt YESTERDAY
72-ounce steak demolished! #therestjustdream @chriscresci YESTERDAY
my hoodie collection is better than yours. #therestjustdream @erictdavies 2 DAYS AGO
not getting shingles #therestjustdream @timkressin 2 DAYS AGO
NEWS & EVENTS
TAXI OF TOMORROW
CARLOS GHOSN TED TALK
PREVIEW THE TAXI OF TOMORROW AT NY FASHION WEEK.
JOIN NISSAN’S VERSION OF A TAILGATE PARTY.
NISSAN PRESIDENT CARLOS GHOSN TALKS ABOUT INNOVATION.
INTERACTIVE LET’S GET DIGITAL WAZE APP In a partnership with GPS and the traffic app Waze, Nissan drivers join together to get the fastest drive time by collecting real-time traffic and accident reports from other users on the road. In addition to providing traffic reports, Nissan will sponsor a playlist tailored to the commuter’s drive time with music inspired by our commercial and print ads.
iAd Nissan will launch an interactive iAd on some of the top apps such as Pandora, Words With Friends and Angry Birds. The iAd will call on users to take a survey which will match them to the Nissan that is perfect for them. Once completed, the ad will highlight that car’s features, give a price quote, as well as prompt the user to make an appointment to test drive.
NISSAN DELTA WING INTERACTIVE HTML 5 GAME Nissan is changing the face of endurance racing by taking part in one of the most radical race car projects ever, The Nissan Delta Wing. Using advanced HTML 5 coding, users will be able to take the Delta Wing on the endurance ride for themselves on their Internet browsers. Users can get a sense of the power, style and technology of the Nissan Delta Wing by racing the car, then building their own custom race track. Once the user has completed the race, they will have the opportunity to post their time on a global leader board and their various social media outlets. This racing experience will be easily accessed through Nissanusa.com, MSN.com and Yahoo.com.
NISSAN ILLUMINATE APP Nissan will create an app that allows users to create light trail photography from the camera on their phone. After taking a background photo, the user will then trace the shape of the desired light trail with the actual phone, which well then be placed on top of the background image. Users will then be able to share the photo through social media.
DEALERSHIPS & TRADE SHOWS WELCOME TO OUR HUMBLE ABODE TRADE SHOWS To bring the visual style of night into our trade shows, we will implement a virtual transition from day to night in the Nissan section. Every 30 minutes the lights will dim with stars projected on the ceiling, and the models will be displayed under a single light. Consumers will see how their future Nissan will look under the dark, starry sky. DEALERSHIPS We will create a dealership environment friendlier to the Multicultural Millennial through an interactive and more relaxed ambiance. In addition to the Nissan models, concept cars designed by musicians, artists and architects will be on display for consumers to interact with. We will also utilize popular smartphone app Anthm, that allows visitors to democratically choose the playlist for the dealership. COLLATERALS We will reinvigorate the typical collateral brochure by adding an interactive element. To further explore the 2014 line-up, consumers will be able to place their smartphones over the image of the car and virtually change the color and specs of the car, as well as make an appointment to test drive. In addition to the traditional brochure, Nissan will also give away branded USB flash drives containing a hand-picked Nissan playlist featuring music from up-and-coming African American, Hispanic and Chinese musicians, as well as information on the 2014 models.
RECYCLED NISSAN BENCH Nissan will feature a bench constructed by Habitat for Humanity that is comprised of recycled Nissan car parts in its display. The display will showcase Nissanâ€™s philanthropic partnership and will include information on how to volunteer with Habitat for Humanity.
INTEGRATED MEDIA HEY THERE, WANT TO INTEGRATE? Our earned media strategy integrates promotions and public relations initiatives to produce spectaculars that fit seamlessly into our media strategy. We will include several strategically-planned lifestyle events that specifically cater to the behavior of African American, Chinese and Hispanic Millennials, engaging them by appealing to their respective interests such as music, art, sports and education.
Through Nissan Neighbors, Nissan makes philanthropic donations to nonprofit organizations across the U.S., with a focus on three areas: education, the environment and humanitarian relief. We will promote Nissan’s existing partnership with Habitat for Humanity, to garner volunteers and bring innovation to communities nationwide.
Promotional events and public relations elements within each media cycle will link to Facebook, Twitter and YouTube to encourage African American, Chinese and Hispanic Millennials to share their experiences with Nissan. We will generate online conversations at #TheRestJustDream to increase earned media impressions through social media and break the barrier of absence of brand advocacy.
PR PITCH PLAN EVENT
April 15, 2013
Habitat for Humanity
May 1, 2013
October 1, 2013
LA Auto Show
November 25, 2013
Taxi of Tomorrow Fashion Week
February 1, 2014
Super Bowl Party
February 7, 2014
February 21, 2014
Rolling Stone Wired Los Angeles Times USA Today Sports Illustrated Rolling Stone MTV News Los Angeles Times Autoblog GQ Elle Magazine Wired New York Times ESPN Sports Illustrated Wired E! News People Magazine Ebony Magazine Food Network
Nissan to host national concert tour powered by attendees Nissan technology allows attendees to power concert tour Nissan teams up with architects Maya Lin and Sean Killa to build community centers Nissan uses human powered technology in community centers for Habitat for Humanity Nissan to host ‘Overdrive’ tailgate parties leading up to Heisman Trophy announcement Nissan to host ‘Overdrive’ concert at college campuses College campuses shift to ‘Overdrive’ with Nissan creative showcase Nissan partners with Hertz to provide new model rentals for LA Auto Show Nissan and Hertz offer new model rentals for LA Auto Show attendees New York Fashion Week features Nissan’s Taxi of Tomorrow party New York Fashion Week dreams of a better future at the Nissan’s Taxi of Tomorrow party Nissan’s Taxi of Tomorrow showcased at party for New York Fashion Week Nissan’s Taxi of Tomorrow hosts New York Fashion Week party Nissan to host Super Bowl parties with hologram technology Super Bowl parties to be hosted by Nissan with hologram technology Nissan technology powers holograms for Super Bowl party Nissan sponsors Eye on Black Pre-Oscar Gala Nissan celebrates African American success at the Eye on Black Pre-Oscar Gala Nissan honors the African American film community at the Eye on Black Pre-Oscar Gala Chef Ferran Adria makes specialized drink for Nissan Eye on Black Pre-Oscar Gala
CYCLE ONE: INNOVATION APRIL - JUNE 2013 ACTIVATE: CONCERT POWERED BY YOU Nissan will unite those dedicated to music, athleticism and sustainability by hosting a concert series powered by the attendees. · Five select venues outfitted with exercise machines will harness energy to power an exclusive concert · Machines will track individual wattage and performance · The top 20 energy producers will win backstage passes to meet the artists
Habitat for Humanity Partnership To strengthen Nissan’s existing partnership with Habitat for Humanity, we will donate $10 million to build community centers. We will partner with renowned architects Maya Lin and Shaun Killa to collaborate in designing human powered, sustainable buildings. · Nissan technology will be built into the dance studio floors and exercise equipment · Energy generated will be converted and stored in Nissan EV batteries to help power the building · Nissanusa.com will feature a tab to garner volunteers and showcase Nissan’s innovative work · Lin and Killa will tour completed community centers and teach design workshops to reward local volunteers
Carlos Ghosn TED Talk We propose that Carlos Ghosn host a TED Talk to share his ZEAL for Nissan. A true innovator, Ghosn shaped what Nissan is today. · Nissanusa.com, Nissan social media platforms and TED.com will feature the TED talk · Banner ads and a YouTube takeover will promote #TheRestJustDream
CYCLE TWO: DESIGN JULY - SEPTEMBER 2013 COMIC CON MOVIE THEATER TAKEOVER Nissan will partner with San Diego Comic Con, an event popular among the large Chinese and Hispanic populations in California. According to Quantcast, Asian and Hispanic Millennials are the top two demographics who visit the Comic Con website daily. Nissan will take over the theater reserved for exclusive film and television previews with leather Nissan seats that include Bose Premium Audio speakers and various multimedia upgrades. · Features include: interactive screens programmed with apps, iAd technology, and promotions for current Nissan innovations · Audience members can interact with the screens while waiting for the feature presentation
THE LXD PARTNERSHIP Nissan will partner with Hulu’s Emmy-winning original web series, The Legion of Extraordinary Dancers. Since the show was created by and features a Multicultural cast, this partnership will connect Nissan with African American, Chinese and Hispanic Millennials by appealing to their interests and ambitions. · Nationwide search for three individuals for a chance to choreograph, compose or direct an episode · Online voting by Nissan fans · Winners from each category will collaborate to create an episode · Three contestants will earn a grant to use toward fostering their talents
DO SOMETHING AWARDS PARTNERSHIP In line with Nissan’s effort toward tireless diligence, we will partner with The VH1 Do Something Awards, an award show that honors Millennials who have shown exceptional ZEAL toward a specific cause. In association with Ear Goo, an innovative sound design company, Nissan will create a three part video vignette that will appear throughout the award show. · The vignette will feature sounds and visuals of Nissan · The video will be teased two weeks leading up to the event on Nissan social media sites
CYCLE THREE: ENDURANCE OCTOBER - DECEMBER 2013
HEISMAN TAILGATE EVENT Leading up to the 2013 Heisman Trophy announcement, Nissan will host nationwide tailgate parties in conjunction with the Sports Illustrated College Football Experience Tour. · Event to be held at games with the highest projected attendance and press coverage · Nissan will sponsor stadium parking lot takeovers for tailgaters to experience night with ZEAL · A creative showcase will promote Multicultural artists, musicians and dancers from each university · Dos Equis and the Dim Sum food truck will provide food and drinks for attendees
Road to the Auto Show To bring out of town visitors to the Auto Show hassle free, Nissan will partner with Hertz, taking advantage of its new policy to rent cars to drivers 20 years of age and older. · Visitors of the LA Auto Show will have the opportunity to rent Nissan’s new 2014 models at a discounted rate · Millennial car enthusiasts will potentially garner online awareness of the new line through social media and blogs
Gran Turismo Nissan Challenge Nissan will team up with popular video game Gran Turismo to create an unparallelled gaming experience that truly puts players inside the game. · Nissan GT-R media centers will be placed in select dealerships with the highest sales and customer satisfaction · These centers will be retrofitted with a panoramic screen in the windshield and surround sound · Players can register for a tournament at their closest participating dealership for a chance to win a new Nissan
OVERDRIVE Circle Advertising implemented the tailgate party at Chapman University with our promotional event Overdrive. Overdrive highlights those who chase after their ambitions at the highest level of concentration. A branded creative showcase, Overdrive incorporates art, music and dance where attendees can participate through live music amplified through Nissan stereos and light trail photography. We executed the event in a campus parking lot, where the feel of the night was the background. We set up a microsite to promote the event and preview the 12 Multicultural artists and musicians that performed at Overdrive. The site got over 600 hits before and after the event.
CYCLE FOUR: PERFORMANCE JANUARY - MARCH 2014
TAXI OF TOMORROW TEASER AT FASHION WEEK At the 2014 New York Fashion Week, Nissan will tease the October release of its winning design for Taxi of Tomorrow. Held in a tent in Central Park, Fashion Week attendees can wind down and check out the Nissan NV200s on display. · The event will showcase the fully electric power and sustainability of Nissan’s Taxi of Tomorrow · The night sky will be projected on the ceiling of the tent, modeled after the panoramic sun roof in the NV200 · Throughout the party the projected New York City night sky will transition from its current state, smog and all, to a clear, starry sky showing what is possible in the future courtesy of Nissan
EYE ON BLACK PRE-OSCAR GALA To generate media attention at the Academy Awards, Nissan will be the official sponsor of the Eye on Black Pre-Oscar Gala that honors achievements in the African American creative community. A Nissan-branded bar will serve exclusive cocktails invented by world-renowned Latin American chef Ferran Adria. The drink will be known as Torque, and with gin, lemon juice, simple syrup, and an edible gold mousse topping, this drink will be the force to keep attendees going throughout the night. SUPER BOWL HALFTIME HOLOGRAM With millions of eyes watching, the Super Bowl halftime show is always a performance to remember. While the artist shapes the show, it’s the technology behind the scenes that truly brings the experience to life. · Nissan will sponsor the technology of the 2014 Super Bowl halftime show · Nissan will bring the halftime show to more people by projecting it in real time as a hologram to audiences at large venues across the country such as Staples Center, Madison Square Garden and Wrigley Field · Audiences can interact with Nissan at the Super Bowl without being susceptible to the over-saturation of car commercials To thank Nissan employees, we will award the highest performing dealership in corresponding locations of each Super Bowl halftime party with publicity at the event. Signage at the venues will promote these dealerships and all employees will get VIP tickets to the parties.
MEDIA PLAN Strategic Spending 2013 WEEK OF (STARTING WITH MONDAYS) 1 CYCLE/QUARTER
APRIL MAY JUNE 8 15 22 29 6 13 20 27 3 10 17 24 CYCLE 1: INNOVATION
CYCLE 2: DESIGN
TELEVISION Super bowl :30 Second Spot :30 Second Spot Network Cable
PRINT 路 1P4C Allure black Enterprise Elle GQ Jet Life & Style OK! Weekly People En Espa帽ol People Rolling Stone Sports Illustrated Wired
OOH Super bowl Halftime Show Hologram broadcast Super bowl Venue Halftime Parties Super bowl Dealership Signage Comic Con Theater Takeover Nissan bus Wraps Water Stations Wild Postings Trade Shows Always Night billboard
COLLATERAL Shatterproof Electronic Accessories Interactive brochure bumper Stickers USb Flash Drives
Legion Hulu Takeover & Partnership www.Nissanusa.com www.TheRestJustDream.com Legion Contest Microsite Ghosn TED Talk YouTube Takeover banner Ads #TheRestJustDream (Twitter Campaign) #TheRestJustDream (Sponsored Hashtag)
GAMING Nissan GT-R Xbox Controller Xbox Live Advertising Gran Turismo Partnership
MOBILE Waze App Partnership & Soundtrack iAd
EVENTS ACTIVATE: Concert Powered by You NY Fashion Week Party Eye On black Pre-Oscar Gala Heisman 路 Overdrive
PARTNERSHIPS Hertz Habitat For Humanity Community building VH1 Do Something
Super bowl Halftime Technology
NET INVESTMENT (INCLUDING EVENT PRODUCTION) Sources: bluelinemedia.com, clearchanneloutdoor.com, nielsen.com, medialifemagazine.com, adweek.com, adage.com
OCTObER AUGUST JULY SEPTEMbER NOVEMbER DECEMbER JANUARY FEbRUARY MARCH 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10 17 24 CYCLE 3: ENDURANCE
CYCLE 4: PERFORMANCE IMPRESSIONS
114,000,000 134,820,000 40,874,000
$14,540,000 $19,899,000 $7,085,756 $429,087 $229,350 $410,925 $469,782 $313,196 $245,016 $103,560 $373,000 $1,835,400 $767,640 $1,571,200 $337,596 $5,935,650 $2,000,000 $1,875,000 $34,250 $17,400 $120,000 $70,000 $180,000 $1,209,000 $430,000 $1,025,491 $200,000 $100,000 $180,991 $544,500 $6,874,478 $472,500 $0 $10,000 $80,000 $400,000 $5,071,978 $0 $840,000 $2,075,000 $45,000 $30,000 $2,000,000 $1,500,000 $1,300,000 $200,000 $1,605,675 $575,000 $50,000 $900,000 $80,675 $11,175,000 $1,000,000 $10,000,000 $175,000 $7,500,000 $7,500,000
21,453,000 12,000,000 3,373,707 20,268,000 104,000,000 2,400,000 4,644,000 36,000,000 257,628,000 5,870,956 32,000,000 2,394,060 135,265 135,265 135,265 127,000 760,238,765 24,350,000 2,280,716,295 2,475,000 196,394,354 4,633,500 2,550,000 253,412,922 2,633,500 10,500,000 4,700,000 2,000,000 3,290,000 420,000,000 919,078,500 9,000,000 32,500,000 546,000 30,000,000 87,400,000 2,000,000 30,000,000 211,159 3,166,666 10,010 883,147 5,000,000 9,300,000 464,000
BUDGET $100 Million Well Spent
TELEVISION PRINT 路 1P4C OOH COLLATERAL ONLINE GAMING MOBILE EVENTS PARTNERSHIPS SPONSORSHIPS
$37,939,000 $7,085,752 $5,935,650 $1,025,491 $6,874,478 $2,075,000 $1,500,000 $1,605,675 $11,175,000 $7,500,000
PITCH & EVALUATION COMING FULL CIRCLE EVALUATION
Our campaign generates over 6 billion impressions, primarily targeting African American, Chinese and Hispanic Millennials. Our reach with ZEAL will increase Nissan’s total Multicultural share and strengthen brand awareness.
To finalize our research, we conducted a focus group to test how our creative concepts resonated with African American, Chinese and Hispanic Millennials. We presented our big idea, creative vision, tagline and visual concept of night and found that many people identified with our campaign direction.
African American, Chinese and Hispanic Millennials are a unique and diverse group, full of life, culture and background. They are hard working and dedicated to their ambitions. So are we. This campaign is an extension of the fact that both Nissan and Multicultural Millennials are compelled by the same force - ZEAL.
“At night I can do what I want to do, I finally have the time.” - Warut C. (21) Asian
We have the opportunity to build rapport between Nissan and African American, Chinese, and Hispanic Millennials. Our campaign will ignite a trusting and mutually beneficial relationship between Nissan and Multicultural Millennials for a connection that lasts. To create this connection we must focus on why Nissan exists. Through our campaign, we will illuminate Nissan’s values and connect them to those of African American, Chinese and Hispanic Millennials, truly encompassing Innovation for All.
To measure the success ZEAL we will monitor: · dealership traffic · event attendance · online-experience traffic Through our research we determined the primary benchmark to measure campaign performance is by calculating dealership visits. Our goal is to increase monthly Nissan dealership foot-traffic by 25 percent. With earned media integration, location-specific events will be shared online to garner a wider reach. We are giving African American, Chinese and Hispanic Millennials an online platform and an experience worth sharing. We will measure owned media and digital traffic for a secondary performance indicator.
“My best writing happens at night, alone, 2 or 3 am realizing its really time to buckle down and get it done.” -Mark L. (21) Asian “Oh yeah, I have seen commercials like that, I would be like ok, I’ll buy [the product] tomorrow.” -Yesukal K. (20) African American “The rest just dream, it makes me feel good about myself, accomplished, as I work toward my dreams.” -Sammy M. (23) Hispanic
SPONSORS & TEAM COMPLETING THE WEB... EXECUTIVES Chelsea Freitas Rachael Morello
ACCOUNT PLANNING Alicia McManigal, AP Director Mi Mai Courtney Takeda Max Edison Yuka Tomita Quinn Murray
CREATIVE Ali LaBelle, Creative Director Molly Hersh, Senior Copywriter Sarelyn Radecke, Copywriter Massis Shahmirian, Art Director Katrina Alonso, Art Director Chris Cresci, Production Eric Davies, Production Tim Kressin, Production
Genevieve Lau, Media Director Myles Scovill, Experimental Coordinator Vinnie Finn, Creative Liason Kaitlyn Halamuda Forrest Bagley Nikita Hedge
PROMOTIONS Ashley Coffey, Promotions Director Samantha Militante Justine Suzuki Anapau Larriva Stephanie Baum
Public relations Justin Staton, PR Director Olivia Barker Bryce Anderson Chaz Silva Stephanie Kent
Bob Bassett Chapman Department of Art Chapman SGA Eric Chimenti Brent Chow Dodge College Jim Doti Judy Elmore Mayra Gonzalez-Franco Cheril Hendry John Jameson MK Printing Jerry Price Emy Sebagh Janell Shearer Michael Stevenson Daniele Struppa