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.
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