Executive Summary Our campaign builds on your Innovation for All core brand position
t Innovation is more than technology. It’s about relationships and personal connections. t We redefine innovation on a personal level. t Your target audience has shared personal experiences from their youth that cross cultures; in some ways, they are more alike than they are different.
t Nostalgia connects them to their past experiences, to each other, and to your brand. t With lasting personal connections you gain brand awareness and favorability. t The result: increase in market share.
Table of Contents Campaign Strategy 2 Creative Strategy
11
Media Strategy
18
Innovation For All, Moving Beyond Value 2010 marked a shift in Nissan’s messaging from value to innovation. Your extensive lineup with “... five all-new models [coming out] over the next 15 months,”1 boasts the best in technology, safety and design.
“
“
Combine [technology] with the excitement we bring through our products and the breadth of our product range… Nissan stands for innovation and excitement for our customers.2 Nissan Executive Vice President Andy Palmer
1
Innovation: It’s An Idea Too Our research found that technology is only a small part of what Multicultural Millennials consider innovative.3 You are more than an automobile manufacturer, so we’re repositioning you as a brand that connects with consumers through culture, community, family and friends for a simplified customer experience. That’s innovation.
92% of our focus group considers “a new idea” innovative. Interestingly enough, they mention brands, not specific products. They name brands like Apple and Facebook as leaders in innovative ideas.4
2
Innovation: An Overused Term? For years, the automotive industry has used the term “innovation” to describe technical advances. How can Nissan retain its “Innovation for All” position and distinguish itself from its competitors?
Toyota promotes technical innovation,
Honda’s “innovative” mission is to
Under the “Innovation” tab on the Ford
such as an Advanced Guidance
“develop forward-thinking technologies
website: “Ford shows its commitment to
Parking System and steering wheel
that anticipate and satisfy the needs of
innovation throughout our vehicle lineup
touch controls. 5
people in the future.”6
– in outstanding fuel economy, and head-turning style...”7
3
Innovation Redefined Equating “innovation” with technology doesn’t capture its potential. It’s time to redefine “innovation,” and create a unique position for you. We propose you redefine “innovation” by connecting with MC Millennials.
t Make every interaction and touch point personal. t Make MC Millennials’ customer experience simplified to create a lifetime relationship beyond the initial sale.
t Build on the Nissan customer promise to make your brand an extension of their individual cultures, communities, families and friendships.
Nielsen recently dubbed millennials “Generation Connected,” or Gen-C. 8 For them, technology is their second language; it comes intuitively. Their universe is digital and they’re governed by connectivity. Our research shows: t 24% of Multicultural Gen-C says “technology use” makes their generation unique.9
t Three out of four have a profile on social networking sites.10 However, it’s about more than technology for technology’s sake; it keeps them connected in ways they were never connected before.
4
Nielsen recently dubbed millennials “Generation Connected,” or Gen-C.
In a culture inundated with technological innovation, the MC Gen-C consumer longs for experiences that are straightforward, effortless and simple. They value relationships above commodities and memorable experiences above momentary novelty. t 70% of MC Gen-C feels that once they find the company or product they like they keep coming back. The more the brand fits their lifestyle the more inclined they are to build personal identification with it.11
t The winners in building sustainable brand loyalty with MC Gen-C will be those who break through the information overload to deliver value at the individual consumer’s level.12 For example, Zappo’s believes, “You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver.”13
t The case study points out the general attitude of MC Gen-C as self-assured, confident, secure and adventurous. This target enjoys keeping in touch with
This campaign is an opportunity for you to redefine
family and friends.
innovation. Give the MC Gen-C exactly what they are looking for: relationships that extend from their culture to their communities, families and friends.
5
Innovation: Connecting with a Connected Generation How do you appeal to the most ethnically and racially diverse group in the nation’s history? Our focus groups believe: “Family comes before everything else.”14 Yes, the MC Gen-C’s cultural identity gives them purpose. They respond to messages that are a direct reflection of them. According to PolkView research, MC Gen-C is more connected to their culture, community, family and friends than any generation before.15 Technology helps them sustain these connections. Your appeal to the MC Gen-C connects you with a distinctive passionate culture.
MC Gen-C members are impatient multitaskers with little time to waste. This is reflected in their purchasing habits. They want an experience that is thorough and uncomplicated. Simplified – not simplistic. Our survey says: t 77.1% define the car buying experience as complex.16 t 53.4% gravitate to brands and companies that make them feel valued.17
6
AS CONSUMERS t 91% of MC Gen-C feels it’s important for car companies to offer websites that give a full view of purchase options. Just as important, 91% of MC Gen-C relies on meeting with the dealer in person.18
t Family and friends are most influential in decision making for this demographic. While 65% of MC Gen-C seeks advice from third-party consumer sites, family and friends affect 87% of the MC Gen-C purchases.19
7
Aligned with Nissan’s Power 88 PILLAR ONE: STRENGTHENING BRAND POWER “Nissan will raise the level of interaction with its customers to create a world-class standard of service that will help build lasting relationships with every Nissan and Infiniti car owner.” Nissan Annual Report 2011, Power 88
8
Build a Lasting Connection CAMPAIGN OBJECTIVES t Redefine the concept of innovation to make it a true point of difference for Nissan t Create a truly innovative Nissan customer/brand experience as a powerful extension of your Nissan customer promise t Connect Nissan with MC Gen-C through culture, community, family and friends t Establish lasting favorability of the brand with MC Gen-C over the next fiscal year
9
Moving Nissan Ahead Our campaign moves Nissan along a continuum in multicultural marketing, reaching the highest level: respect.
RESPECT t Mutual understanding and genuine appreciation for similarities and differences; meeting on common ground. t Interacting.
Respect
ACCEPT t Reaching out; building relationships.
Accept
t Communicating with them.
INCLUDE
Include
t Acknowledging others. t Communicating to them.
TOLERATE t Indifference to others; condescending. t Little to no communication.
10
Tolerate
Creative Strategy INNOVATIVE CREATIVE: CONNECTING WITH MC GEN-C We connect you with MC Gen-C – who they are and where they’ve been. While they may have individual cultural and family experiences, most 18-29 year-olds look back at their childhood through their community and friends. Today may be the first time they’re old enough to look back with a sense of nostalgia. The decade of their growing-up years – the 1990s – are shared by all MC Gen-C members across ethnicity and culture. Our focus group research20 found that target MC Gen-C groups – African Americans, Hispanics and Asians – share common memories from their childhood. Those common memories revolve around music, TV and activities, and forge a strong bond among individuals in this group.21 Mention Rug Rats, Beanie Babies or ‘N Sync to MC Gen-C and there’s an instant connection. They hold on to these memories as a momentary escape from their busy lives, as a reminder of simpler times, and as a way to feel connected. Our creative incorporates themes shared by MC Gen-C. Universal milestones that build upon common bonds, intimacy and a strong emotional pull. Connecting with MC Gen-C on this level is truly “Innovation for All.”
11
Showing the Connection CONCEPT
MESSAGE
A windowpane layout supports a simple story:
t Our message to MC Gen-C is that Nissan defines
t We arrange photos in a grid and use filters and other overlays to create a nostalgic feel similar to a scrapbook or Instagram.
t The primary image focuses on an MC Gen-C consumer. t Images in the secondary panes link the consumer to his
innovation as a customer experience that makes their lives simpler; Nissan connects with them on a personal level.
t MC Gen-C has fond memories of this feeling from their youth; Nissan is rekindling it for them now through their campaign and customer experience.
or her youth: happy, simple, carefree. It’s an emotional tie that connects MC Gen-C to the innovative Nissan car buying experience.
t A single pane in the grid makes the connection to one of the Nissan Core Models.
COPY t The headline, “Stay Connected with What Matters” plays on MC Gen-C’s connectedness. It supports the link between a consumer’s emotional connection to what he or she recalls fondly from childhood and the
TONE t MC Gen-C members have an emotional connection with their past, specifically with the 1990s.
t Memories of childhood provide them a sense of
Nissan brand.
t The color shared between the images and the subhead “Innovation for You” makes a direct connection between the MC Gen-C consumer and Nissan brand.
happiness, comfort and simplicity.
t We play on this by using a nostalgic tone that connects MC Gen-C members with each other and with the creative executions.
12
TAGLINE t The tagline retains Nissan’s brand equity in “Innovation for All.”
Print Ad FOUR SIMPLE ELEMENTS
HEADLINE
ARTWORK
COPY
TAGLINE
13
Television Spot STORYBOARD
VO: “Angie always knew what she
VO: “Fashion.”
VO: “Angie” (said dealer)
Visual: Angie is modeling a red
Visual: Dealer is seen talking to Angie
Visual: Angie is holding her mom’s hand
dress in front of the mirror while her
to snap her out of her memories.
as she picks a red lollipop.
friends look on.
wanted ... Food ...”
14
VO: “The red one is for me.” Visual: Shows Angie smiling then
VO: “We kicked dealer games to the
VO: “Stay connected with what matters.
curb. Just pick a color. That’s how
Innovation for you. Innovation for all.”
Nissan defines innovation.”
saying her line.
Visual: Tagline and Logo Visual: Dealer holds out the keys and Angie grabs them on her way to her new red car, happy with the experience.
15
Creating an Innovative Customer Experience We asked MC Gen-C what can be done to create a more favorable car buying experience. They want a different relationship with the dealership; an experience that’s uncomplicated, enjoyable and welcoming. Specifically, our survey results show they are looking for.
22
A sales team that listens and understands you
A comfortable environment catered to you
44%
33%
54%
35% Easy-to-understand/ No haggle pricing
42%
Supreme customer service
47%
Simple loan structure A streamlined process that doesn’t keep you waiting all day
We recommend you implement these major operational
While these recommendations represent sweeping
changes throughout the brand:
changes and a major brand-wide commitment, they set you
t No haggle pricing. t A simple straightforward loan structure.
apart as a true innovator. Introduce operational changes
t Streamlined buying process. t Comfortable customer environment.
communications.
t A sales team that listens to and understands customers.
16
through your existing training programs and employee
DEALER MERCHANDISING AND PUBLIC RELATIONS CO-OP PROGRAM We recommend a dealer co-op program to support your community partnership initiatives. We put co-op tools in dealers’ hands to help them conduct public relations and merchandising programs at the local level. Your local Nissan Community Connection Coordinator provides direction on implementing the tools. Your dealers as community partners create a truly personal and innovative Nissan customer/brand experience. This leads to improved favorability, lasting relationships and increased MC Gen-C market share.
“
“
Nissan will renew its focus on the overall customer experience through actions that elevate its brands’ power and sales power. Nissan Annual Report 2011, Power 88
17
Media Strategy INNOVATIVE MEDIA PLAN BUILDS RELATIONSHIPS Multicultural Gen-C is a community. They transcend tolerance and acceptance; they welcome everyone. MC Gen-C values what family and friends say. Feedback becomes shared consciousness. It influences everything MC Gen-C does, thinks and feels. Nissan joins this community with our integrated campaign.
given; it’s how they connect. MC Gen-C deals 24/7 in news, community and especially relationships. They use Facebook and Twitter to discuss what they see on TV or on the street. Mobile devices replace DJs, TV anchors and librarians. MC Gen-C goes into the world equipped to receive information. Then they share it. We know how to include you in their conversation:
t The campaign kicks off during the Super Bowl to capitalize on its viral effect. MC Gen-C shares and discusses your spot online for weeks. Our community involvement campaign begins after the game ends.
t Nissan’s community involvement and social mission go directly and visibly into communities to build relationships based on mutual trust when MC Gen-C includes you in their social media dialogue.
t Web and out-of-home advertising reinforce all media channels. t Advertising on mobile apps puts Nissan into the palm of their hand. t Broadcast television buys support digital. t Radio reaches MC Gen-C in the car. t Print ads in magazines increase exposure to MC Gen-C.
18
“
Nissan strives to support this vision by not only offering our customers unparalleled products and services, but by improving the quality of life in which Nissan operates.
“
We understand that MC Gen-C lives on the move.23 Mobile technology is a
Nissan website; Nissanusa.com
Geography Connects Dealers to MC Gen-C Buyers Seattle
Chicago
Asian – 282,000 African American – 120,000 Hispanic – 172,000 Total – 574,000 Nissan Dealers – 13
Asian – 90,000 African American – 1,800,000 Hispanic – 2,000,000 Total – 3,890,000 Nissan Dealers – 27
Los Angeles Miami
Asian – 1,346,000 African American – 854,300 Hispanic – 4,684,000 Total – 6,884,300 Nissan Dealers – 30
Asian – 37,500 African American – 472,000 Hispanic – 1,623,000 Total – 2,132,500 Nissan Dealers – 15
Houston Asian – 126,000 African American – 498,000 Hispanic – 920,000 Total – 1,544,000 Nissan Dealers – 9
What do Seattle, Los Angeles, Houston, Chicago and Miami have in common? The largest concentrations of all three segments of your MC Gen-C audience24 and Nissan dealerships. We think globally and act locally, helping Nissan, a global company, to walk side-by-side with the target audience locally.
19
Connecting through Community Partnerships Our media plan connects you
Our dealer merchandising and public relations co-op program includes tools such as:
with MC Gen-C using the most
message points; press releases and media relations suggestions; social media
powerful influence known:
strategies and tactics; in-dealer graphic support; employee communications.
personal relationships. COMMUNITY ACTIVITIES The Nissan Foundation supports arts, culture and education in the same multicultural communities our plan targets. We recommend the brand and the foundation
t First Fridays: Monthly events in local fine arts and music. t Cultural celebrations: Cinco de Mayo, Martin Luther King Jr. Day, Chinese New Year.
t Cultural music and film festivals. t Strut Your Mutt pet events.
work hand-in-hand. Based on the foundation’s core values, Nissan
NISSAN AS ART
becomes a trusted member of
t With a Nissan as the canvas, commission a work by a notable local artist. t Donate a white Nissan, surrounded by buckets of paint and brushes. Let the
the community. The Nissan brand should be involved in the community alongside the Nissan Foundation.
community have at it.
t Auction and promote the art cars nationally and return money locally through the Nissan Foundation.
DEALERS AND EMPLOYEES Your Community Connection
NISSAN CUSTOMER EVENTS
Coordinator in the five target cities
Nissan’s community participation is built on mutual respect. Beyond tolerance,
works with dealers to reach out
inclusion or acceptance, these partnerships position Nissan as integral to the
to community organizations and
community. Enriching people’s lives, valuing diversity, building relationships and
municipal governments. They
supporting meaningful organizations. Your Community Connection Coordinator,
support community activities to
dealers and employees build respect through innovative one-on-one relationships.
strengthen the connection through
20
existing community events.
Innovative Media Mix Connects To Lifestyle Our buys are proportionate to how MC Gen-C consumes media. We recognize their connected lifestyle and give digital media greater attention.
Digital
37%
Radio
3% Out-of-home
13%
Media Mix
20% Print
27% Television
21
Digital Connections SOCIAL MEDIA
SEARCH ENGINES
The digital world is part of everyday life for MC Gen-C. Mobile, laptop and
Internet search results influence
desktop. The digital budget gets impressions where MC Gen-C spends their
26.1% of people ready to buy a car.27
time and it allows them to share what they see, connecting them with family
Connect MC Gen-C immediately with
and friends.
dealer websites. Use search engine optimization (SEO) and paid search engine marketing (SEM) to direct MC Gen-C to Nissan landing pages designed to feature local dealers. Blackberry users lean on traditional search engines.28 Dealer co-op kits include SEO/SEM support from Nissan to improve local dealer search results based on local relevant searches and metadata.
Almost half of recent car buyers are influenced by social networks,25 so 35% of the digital budget goes to social media. Among recent car buyers, 80.6% spent their social media time on Facebook. Nearly half of the target audience cites YouTube’s influence, with 22% referencing Twitter’s influence.26 We recommend sponsored ads on the right side of Facebook’s personal user
22
interface, targeting MC Gen-C by metadata, location and keyword.
ONLINE ADVERTISING One-third of 18-24 year-old and half of 25-34 year-old purchasers are influenced by content or advertising on automobile classified websites. So we feature ads on sites like Cars.com. We place your ads on news, entertainment/fashion, and sports websites to reach more than just auto enthusiasts. Our buys consist of clickable ads to direct users to the appropriate micro-sites.
23
WEBSITES Original Equipment Manufacturer (OEM) websites inuence more than half of purchasers. Dealer websites are a close second.30 NissanUSA.com and dealer websites put the unique buying experience center-stage and link to social media. Micro-sites introduce MC Gen-C to facets of the campaign that most interest them.
NISSANUSA.COM We enhance NissanUSA.com to introduce Nissan’s personal experience with an improved Build Your Nissan feature that shows options on the car and details of the personal experience. Customers can share their creation on social media or schedule time for a test drive.
DEALER WEBSITES Make the Build Your Nissan feature available to local dealers too.
24
MICRO-SITES A series of micro-sites, like LosAngeles.NissanUSA.com, take Nissan into local markets and communities, celebrating arts and culture alongside MC Gen-C and inviting them to Nissan-sponsored events.
Your Nissan
Los Angeles
Your City
Food
Fashion
Fun
25
Mobile Information and Entertainment MOBILE
MC GEN-C MOBILE APP USAGE
How does MC Gen-C stay connected? Nearly half use their mobile device to access the Internet.31 One-third watchs video or listens to music.
32
74%
24%
Pandora Radio
MC Gen-C always
has their hands on mobile technology.
34%
19% Twitter
YouTube
MOBILE APPS iPhone users rely on yellow page apps33. Nissan dealer co-op kits include improved dealer listings on YP and Dex Knows apps. Pandora Radio has a 24.2% monthly usage rate with those who have smart phones.34 Every twenty minutes, a 7-second or 30-second spot plays, along with constant Nissan banners running at the top and bottom of the screen. Banner and cover-up advertising on apps like Pandora, Cars.com, YouTube and ESPN Sports Center link to micro-sites carrying the campaign message and inviting MC Gen-C to take their next step in the customer experience, selecting a Nissan model or reviewing inventory on a local Nissan dealer website.
26
Traditional Media Supports Digital PRINT
SEVENTEEN
MC Gen-C reads magazines.
t Median age 25. t Almost nine million MC Gen-C readers, half of which are multicultural.
According to a Northwestern University Study, African Americans read magazines because they get “value for their time and money.” Hispanic readers feel magazines “provide them with practical advice.” Magazines are an effective way to engage MC Gen-C and educate them on your product. Buys in local magazines allow Nissan to reinforce
t Reaches one of every three Hispanic women 18-24. t Your competition does not advertise here.35 COSMOPOLITAN t Nine million readers, 34% about to become millennials. t Ranks fourth among publications most read by Hispanics. t Best-selling title in the college market.
36
PEOPLE
the brand’s role in local culture.
t Over 42 million readers. t 36.1% of readers are MC Gen-C.
The most effective way to reach them
t First and fifth most-read magazine by Hispanics and African Americans. t 70% Women, 30% Men. 37
is not focusing on culture-specific publications, rather, with magazines all cultures have in common. The target audience reads these magazines:
ESPN t Over 15 million readers; half are millennials. t Over 12 million men reached. 38 SPORTS ILLUSTRATED r Over 21 million readers. t Fifth and ninth most-read magazine by Hispanics and African Americans. 39
27
TELEVISION NATIONAL One in four millennials watches television or movies online.40 We turn to live broadcast spectacles like the Super Bowl, Academy Awards and Grammys to reach MC Gen-C. LOCAL These buys support the five-city community relations programs and your overall campaign structure. We recommend spot buys only in the five target cities for cable hit series that MC Gen-C watches like Glee, Grey’s Anatomy, and Smash. We make similar buys on Univision, Telemundo, Telefutura and BET: programming that commands strong multicultural viewership.
RADIO Radio is targeted, inexpensive and local. We recommend morning and afternoon drive time in the target cities on stations with pop, dance, hip-hop and alternative formats.
28
OUT-OF-HOME Out-of-home advertising in the environment where MC Gen-C lives, works and plays raises recognition:
t Flex billboards on freeway and major materials. t Digital outdoor projection on buildings and landscapes achieves viral effect on social media and attracts local media coverage.
t Outdoor posters on commuter surface streets. t Duratrans, Duraflex and LCD display ads in shopping venues. Our innovative media plan builds relationships onships and connects you with MC Gen-C at every touch point.
29
Calendar JA
DIGITAL Facebook YouTube Twitter News/Fashion/Sports Web Sites Portals Search Engines Automobile Classified – Display Space Mobile Apps – Display Space Hulu Brand Web Site Campaign Micro Sites (10) Brand Mobile Apps (10)
TELEVISION Network Prime Network Sports Net Cable Prime Spot Prime Spot Late Fringe/News Spot Cable
PRINT Seventeen Magazine Cosmopolitan Magazine People Magazine ESPN Magazine Sports Illustrated Local Magazines
RADIO Pop/Dance/Hip-Hop/Alternative
OUT-OF-HOME Billboard – Urban/Suburban Freeway Projection – Building Sides/Landscape Poster – Surface Streets LCD Display/Backlit/Reflective Display
EARNED MEDIA Painted Cars Community Event Support Employee Involvement OFF
30
ON
N
FE
B
MA
R
AP
R
Y MA
JU
N
JU
L
G AU
SE
P
OC
T
V NO
DE
C
Budget DIGITAL
IMPRESSIONS
MEDIA COST
IMPRESSIONS
MEDIA COST
7,231,420
$4,812,500
Seventeen Magazine
9,000,000
$1,658,880
YouTube
1,347,500,000
$3,368,750
Cosmopolitan Magazine
15,000,000
$2,929,200
72,137,500
$1,443,750
People Magazine
45,000,000
$3,670,800
News/Fashion/Sports Web Sites
423,076,923
$5,500,000
ESPN Magazine
15,000,000
$2,514,624
Portals
218,166,667
$1,963,500
Sports Illustrated
21,000,000
$4,713,600
Search Engines
762,300,000
$3,811,500
Local Magazines
611,111,111
$5,500,000
SUBTOTAL
105,000,000
$17,987,104
26,013,514
$3,850,000
RADIO
$3,000,000
Pop/Dance/Hip-Hop/Alternative
545,454,545
$2,700,000
SUBTOTAL OUT-OF-HOME
545,454,545
$2,700,000 $6,500,000
Mobile Apps – Display Space Hulu
75,000,000
Brand Web Site
354,050,000
Campaign Micro Sites (10)
1,825,000
Brand Mobile Apps (10)
3,650,000
SUBTOTAL
3,902,062,135
PRODUCTION COST
$50,921,500
$3,617,500
TELEVISION
$2,500,000
Billboard – Urban/Suburban Freeway
1,923,076,923
Projection – Building Sides/Landscape
232,558,140
$500,000
Poster – Surface Streets
619,834,711
$2,250,000
289,017,341
$2,500,000
3,064,487,115
$11,750,000
Network Prime
30,175,240
$6,405,600
Network Sports
50,956,385
$7,816,200
SUBTOTAL
Net Cable Prime
39,854,545
$4,822,400
EARNED MEDIA
Spot Prime
10,291,782
$3,513,100
Painted Cars
Spot Late Fringe/News
7,426,451
$870,900
Community Event Support
15,000,000
Spot Cable
11,300,935
$1,569,700
Employee Involvement
75,000,000
SUBTOTAL
150,005,338
$24,997,900
SUBTOTAL
110,000,000
GRAND TOTAL
$2,020,000
IMPRESSIONS 7,877,009,113
PRODUCTION COST
$130,000
$18,000
$21,200
20,000,000
$2,550,000
COST $99,041,704
31
Objectives Set … Objectives Met Campaign monitoring and flexibility is crucial to keeping the objectives in our sights. Quarterly evaluations of the campaign through focus groups and surveys provide up-to-date tracking of effectiveness. This allows for creative and media strategy refinements as needed to further strengthen the campaign.
OBJECTIVE: Redefine the concept of innovation to
OBJECTIVE: Connect Nissan with MC Gen-C through
make it a true point of difference for the Nissan brand.
culture, community, family and friends.
MET: We pushed the boundaries of innovation beyond
MET: You work hand-in-hand with the Nissan Foundation
technology to connect you with MC Gen-C on a personal
in the community and you’re a trusted member and friend.
level. Your connection with them mirrors their existing
You connect as a partner in community events and build
connections with their personal identity, culture, family
invaluable relationships – not just as a silent supporter, but
and friends. Your relationship with the consumer is what
as a recognized member of the community.
distinguishes you as innovators.
OBJECTIVE: Create a truly innovative Nissan
OBJECTIVE: Establish lasting favorability of the brand with
customer/brand experience.
MC Gen-C over the next fiscal year.
MET: We created a streamlined experience with an
MET: “[There] is a major shift from when the car stood at the
environment catering to MC Gen-C. You’ve listened to
center of youth culture … Today, Facebook, Twitter and text
what they are looking for in a brand experience and given
messaging allow [millennials] to connect without wheels.”41
it to them at every level: from your easy-to-understand
Our comprehensive campaign strategy, creative strategy and
online offerings to the relationship between the customer
media strategy establish lasting favorability, connecting you
and you. The Nissan customer/brand experience reaches
to MC Gen-C in a meaningful way.
beyond the dealership network, outlasting the life of the car.
THE RESULT Lasting favorability equals increased market share for you. Truly, Innovation for All.
32
Sources
Getty Images
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.
#138894218 / Courtesy of Ghetty Images #141517524 / Courtesy of Ghetty Images #141756032 / Courtesy of Ghetty Images #114125658 / Courtesy of Ghetty Images #134436131 / Courtesy of Ghetty Images #114128571 / Courtesy of Ghetty Images #109494717 / Courtesy of Ghetty Images #73807355 / Courtesy of Ghetty Images #123153174 / Courtesy of Ghetty Images #126364022 / Courtesy of Ghetty Images #138585866 / Courtesy of Ghetty Images #200382776-001 / Courtesy of Ghetty Images #77155853 / Courtesy of Ghetty Images #200156035-001 / Courtesy of Ghetty Images #a0037-000036 / Courtesy of Ghetty Images #141947338 / Courtesy of Ghetty Images #1414766571 / Courtesy of Ghetty Images #107135625 / Courtesy of Ghetty Images
New York Times, “Nissan Promotes Next New York Taxi as a Sign of Its Innovation” (2012) Nissan 2011 Annual Report Elevate Media Primary Research Insights – 2012 Survey Elevate Media Primary Research Insights – 2012 Focus Group Toyota Official Website Honda Official Website Ford Official Website Nielsenwire: Introducing Generation C (2012) Millennial Misunderstanding, Albritton (2011) USA Today, “Millennials are Optimistic, Despite Recession and War” (2010) Edelman – Millennials, Their Actions Surrounding Brands and the Dynamics of Reverberation Bulldog Reporter – Understanding Millennials (2011) Zappo’s Official Website Elevate Media Primary Research Insights – 2012 Focus Group PolkView, The Role of the Internet in the New and Used Vehicle Purchase Process, Giffin and Richards (2011) Elevate Media Primary Research Insights – 2012 Survey Elevate Media Primary Research Insights – 2012 Survey Microsoft – Millennial Automotive Survey (2009) Albritton – Millennial Misunderstanding (2011) Elevate Media Primary Research Insights – 2012 Focus Group Elevate Media Primary Research Insights – 2012 Focus Group Elevate Media Primary Research Insights – 2012 Survey Packed Facts, Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults, October 2010, p12 US Census Bureau www.quickfacts.census.gov Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 7, 24-25, 31 Ibid: p. 9 Ibid: p. 26 Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25 Ibid: p. 25 Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 9, 26-27 Consumer Behavior Report 2011 by Richard K. Miller and Associates p. 158-181 Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 27 Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25 Mobile App Tracker 2011 p. 1-4 Seventeen Media Kit Cosmopolitan Media Kit http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf http://mediakit.espn.go.com/index.aspx?id=109 http://simediakit.com/property-single.xhtml?property_id=34 “Trends and Opportunities Surrounding Gen-Y Adults” NY Times – As Young Lose Interest in Cars (2012)
Project Lead Account Services
Creative
Media
Candice Cockrell Jan Rachel Sicam Martha Hinojosa Ivana Korpica Jessie Mazengwe Nicolette Pantaleo Bryant Nguyen Lisa Coruzzi Dany Haniff Zobi Naqshband Elizabeth Weist Dan Schott Donovan Kaneshiro Nataline Kanounian Sheri Pate Amanda Shepherd
Elevate Media would like to express our appreciation to the faculty of UNLV and Hank Greenspun School of Journalism and Media Studies. This campaign would not have been possible without your support. Special thanks to professors John Naccarato, Kathy Callahan, Ph.D; Daniel Stout, Ph.D; Kathy Espin and Maria Marinch. We thank the National Student Advertising Competition, American Advertising Federation and Nissan for providing this opportunity.