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EXECUTIVE SUMMARY
01THE CONTENTS
Purchasing a car is a big commitment. For most, it is one of the biggest financial commitments of their lives. When Central Edge began studying the psychographics of our consumers, many things became clear. This is a brand loyal generation with high expectations from companies. When it comes to cars, it is not features, colors, or even price that drives them to purchase a car. They believe a company should do more than just provide products or services. They also have an expectation of community involvement. They want to know how that brand is going to benefit them in their everyday lives.
The Summary………....................…………………..1
Over the past seven months, we conducted extensive research and strategized the most effective way to reach our target market. Central Edge associates spent a day in the life of numerous Multicultural Millennials to walk in their shoes. We crafted Cultural Analysis Maps to help guide us through the campaign and uncovered barriers that were stopping them from purchasing Nissan vehicles. On the following pages, we present the strategies and executions that will be effective in increasing market share among Multicultural Millennials who are 18 - 29 years-old. Our campaign is not grounded in Multicultural Marketing, but it is grounded in being culturally aware. Our campaign will reinforce that Nissan is the most innovative automotive company in the world. Central Edge is confident that we have met all your objectives and exceeded Nissan’s expectations. In short, we have been as innovative as Nissan. - Scott Whisenhunt, Account Manager
Edge of Advertising…………......……….........…….1 The Analysis….......……………......…………………..2 The Research………...............…..………………3 - 4 The Findings……....………………………………….…5 .
The SWOT.................…………………........…………6 The Insights……....……………………………………..7 The Target.............…….............……………………..8 The Competition….....………......……….........9 - 10 The Decision........……………..……...............……11 The Process……......….…….................…………..12 The Objectives……....…………......………………..13 The Strategy………....….....…...…………………….14 The Vision……...........................…………………..15 The Creative.............…..….…………………. 16 - 18 The Storyboard…................……………………….19 The Relationships……….………..................20 - 24
WE ARE THE EDGE OF ADVERTISING We are a diverse group of students with different majors, interests and ideas, but we all have the same belief that our clients and their brands success comes first. With inventive ideas and strategy, our mission is to accomplish all of Nissan’s aspirations and desires. We believe we have done all of that and more. - Central Edge Communications
The Plan............................................................25 The Tactics.............................………...…….26 - 28 The Numbers………..........…….......……………….29 The Chart…...……………………...…………....30 - 31 The Follow Up...……………………………………….32 Appendix and Team Roster.…………Back Cover
02 THE ANALYSIS While we gathered and analyzed information, we discovered several key truths about Multicultural Millennials and Nissan. These key findings drove the Central Edge response to the problems and opportunities identified in this challenge as well as our overall campaign strategy. Ultimately, these key truths led to the insights that drove this campaign.
Multicultural Millennials:
Nissan:
• As much as they are separated and defined by their culture and heritage. They are joined by their pursuit of being a part of the whole.
• Nissan does not have a distinctive or clearly defined personality with its prospects.
• They respect the past, but they look to the future fully confident that they can change it and correct the mistakes of those who went before them. They believe they can change the world.
• Nissan makes the Evoked Set list of most Multicultural Millennials, but it is so near the bottom that if they find a good deal on a higher ranking competitor – they never even look at a Nissan.
• When it comes to buying a new car – they want style, features, speed and reliability… but their choice is driven by two factors: money and life-stage. These two factors will assist the consumer in making their final choice.
• Nissan really is an innovative company…that is not just advertising lingo (although our prospects don’t really understand what Nissan means by Innovation, and they aren’t really sure why they should care).
• They do not trust companies – and they don’t trust the advertising done by most companies.
• Nissan is a company that pays back on a global basis - although our prospects view “paying back” as a more localized response.
• Consumers expect companies to pay a price for the right to do business. They want to buy from companies that do more than just make money.
• Nissan really does have a reason why it does what it does – beyond just making money. Their mission and vision is defined as “enriching people’s lives.”
Nissan Campaign Driving Insight: “Everything we do, we do because we believe in innovation. We believe in building cars that are unique and deliver superior value. The way we challenge the status quo is by building quality vehicles that are more efficient, more beautiful, and more innovative than ever. We believe all companies should be good citizens in the global community; and to that end we focus on and contribute to humanitarian aid, support education, and caring for the environment. We just happen to make great cars.”
03 THE RESEARCH Understanding Multicultural Millennials and Nissan. We executed six different types of research to understand and gain insight into the lifestyle of Multicultural Millennials in the U.S. to shape our campaign and build a long-term relationship between Multicultural Millennials and Nissan.
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Understand the purchasing habits of Multicultural Millennials when purchasing a vehicle.
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Explore/understand cultural influences. (lifestyle & generational)
Objec
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Analyze Nissan’s competitors and understand their brand identities with Multicultural Millennials.
Understand the commonalities among Multicultural Millennials in the U.S.
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Identify the meaning of “Innovation� with our selected sub-segments and how they perceive it.
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Discover the most profitable and effective media to reach Multicultural Millennials in the U.S.
04
6
387
ONLINE
SURVEYS
CULTURAL ANALYSIS
MAPPING STUDIES
To illustrate interlocking relationships between a variety of different concepts and ideas among the target market.
401
PERCEPTUAL
SURVEYS
To gather detailed information of the targets opinions of the brand and competing brands.
6
PSYCHOLOGICAL
SHADOWS
Analyzing the everyday lifestyle influences of the target in dayto-day surroundings.
To establish the target’s opinions, buying habits, and media outlets considering Nissan and major competitors.
169
STREET
INTERVIEWS
One-on-one interviews to learn more about the specific characteristics of the target markets’ decision making process.
2 GROUPS FOCUS
To develop a working knowledge of cultural influences, commonalities and the attitudes toward Nissan, and it’s competitors.
56
IN-DEPTH
INTERVIEWS
To delve deeper into the specific problems with the brand and expand the knowledge and understanding of the target.
1,039 TOTAL
RESEARCH IMPRESSIONS
Multicultural Millennials are...
05 THE FINDINGS
32%
more likely than others to have attended college.
41%
more likely than the average to have a household income above $60,000.
43% 57%
Multicultural Millennials
U.S Population
• Covet the latest technology and will pay more than the average consumer to buy what they want.
• Treasure tradition and their cultural heritage while seeking convergence and becoming a part of the whole.
• Simmons data reports that they are 86 times more likely to spend time on the internet then other demographics.
• Respect the older generation and value the ethics and standards of the past.
• Each sub–segment bases its major purchase decisions on style, function, quality and reliability.
2.44 % 97.56 %
Understanding Multiculturals Lifestyles Analysis
African American
1.07 %
Hispanic
1.28 %
Chinese .09%
• Want to be defined by their choices in music, art, and celebrity association. • Base their purchasing on more than product – they want brands they trust and believe have a purpose. • All three sub-segments are 107 times more likely than other targets to watch television for relaxation and information. • Magazines have an amazing Simmons index of 643 among our target, which means the target is 543 times more likely than the rest of the population to read magazines. •
• Believe they can and will make the world a better place. • Don’t trust advertising but want to find brands that they can trust and believe in.
How They View Cars: • Believe their car should express their personality. • Drive to gain a sense of freedom. • Want a car that can be personalized and fit into their lifestyles. • Ideal car is fast, exciting and friendly to the environment. • Prefer cars that stand out from the others.
06 THE SWOT
Strengths • Always on the edge of Innovation.
Opportunities
Barriers
• Quality cars at reasonable prices.
• Create a brand identity that distinguishes Nissan from its competitors.
Our Central Edge campaign tackles these barriers and misconceptions which include:
• Variety of styles and features to meet most consumer expectations.
• Develop an online and social media relationship with Multicultural Millennials.
• Lack of brand perception.
• Company is already engaged in on-going innovative research.
• Opportunity to alter the purchase process.
• Cognitive resonance in today’s oversaturated auto industry.
• Nissan has a strong and established corporate citizenship policy.
• Creating new and reviving long lasting relationships and brand favorability with Multicultural Millennial Americans.
• Strong environmental initiatives.
Weaknesses • Nissan has an inconsistent brand identity. • Weak brand position among consumers. • No persona in the market.
• Create brand loyalty by gaining the trust of the Millennial generation. • Community involvement opportunities to put Nissan in the consumer’s day-to-day lives.
Threats • Innovation from their competitors.
• Competition for Millennial market share.
• Fragmented web presence. • The economy. • No existing relationship with multicultural sub-segments.
07 THE INSIGHTS Multicultural Millennial Mindset Distinguished by their cultural and family heritage, Multicultural Millennials are also diverse and empowered by their uniqueness and traditions. Unified, they are the future. They are a part of the first generation of true digital natives. Multicultural Millennials are born into a global culture and defined by unifying, not distinguishing attitudes.
• Values are important. • Respect elders. • Believe helping others is imperative before one can reach self-actualization.
• Value career success higher than they value marriage, children, religion and wealth. • Rely on consumer reviews. • Chinese media, is mostly consumed by first and second generation Chinese.
• Psychological focus on cultural elements of music, fashion and language. • Believe that what they buy should make a statement about you. • Committed to individuality and pride. • Heavy users of electronic media.
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• Speak English & Spanish.
• Interested in current technology.
African-American
• Identify with country of origin.
• Primarily an urban market.
• Brand conscious.
Chinese Americans
Hispanic-Americans
{ { { • Proud of Latino heritage while merging Hispanic traditions with American customs.
08 THE TARGET All multicultural segments are unique, and in many ways, that uniqueness influences their shopping and buying habits, but when it comes to buying new cars – our research confirms that their buying habits are minimally influenced by cultural heritage – it is driven instead by their life stage and economic status, factors which impact virtually all car buyers.
• • • • • • • • • • •
Lower end of age category Just finishing school; starting careers Style and price driven Feature desirous First new car purchase Usually single Often a family assisted purchase Competitively confused Peer influence is high Family input is important Probable Nissan Purchase: Versa and Altima
PARENTS The Third Sub-Segment/ Tertiary: Parents
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• Older end of age dynamic
These factors separate them into two Primary buying segments and one secondary market
DRIVERS
STARTERS
When it comes to buying cars…despite their differences…four factors rise to the top of the influence set for all three segments:
• Building career • Style and feature driven • Price sensitive • With a partner – often a family • Concerned about family and peer impression
• Influence buying decisions • Opinion Leaders on purchase choice • Provide financial assistance for some buyers
With younger elements of our target market parents are also a key sub-segment. Frequently Multicultural Millennial parents are important purchase influencers and may also purchase or co-sign for purchase of their child’s first car. Central Edge addresses this key public through the development of special sales promotion plans, parent specific marketing materials and selected media placements.
Automotive Industry Market Share
09 THE COMPETITION
Wall Street Journal - September 2011
It’s not about comparing features…it’s about realizing what connects us and what makes us memorable.
GM 19.7%
Other 30%
Ford 16.6% Hyundai 4.9% Nissan 8.8%
Honda 8.5%
Toyota 11.5%
How to distinguish Nissan from its competition? Our research clearly told us that when our prospects think about car brands and begin the car selection process they have difficulty separating one cars features from another…and that they have NO CLEAR perception of NISSAN as a BRAND and assign NO BRAND PERSONALITY to its cars.
The Buying Process What consumers do first in the buying decision process is recall the perception of a brand. Once they have accessed their evoked set of brands, built from awareness and perceptions- only then do they begin to contrast features.
{Nissan ranks 4th in
sales in the total car market and 3rd in Multicultural Millennials market share with 25% of its sales coming from these prospects.
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Making it into the evoked set is in great part determined by positioning how consumers perceive our brand in comparison with its competitors. They know our name... but they don’t connect with us. Nissan lacks a strong brand identity or personality. How do we expand sales with Multicultural Millennials beyond 25 percent? How do we stand-out from our competitors?
By creating a distinctive brand personality and position, not just create awareness of features.
10 THE COMPETITION The key to out performing our competition…. Central Edge used the Vehicle Innovation Strategy Framework to define the personalities of Nissan and its competitive set in order to clarify brand personas. We have developed a campaign designed to distinguish and create a distinctive brand personality for Nissan to build stronger and specific brand recall…a true competitive difference. This concept is based on a specialized application of Brand Archetypes and their ability to relate to car buyers.
Create a distinct position and bring the brand position to life…
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Our campaign is carefully designed to shift Nissan’s brand perception with Multicultural Millennials from the Fast Follower to the Architectural Revolutionizer. By strategically positioning Nissan’s Innovation and building new relationships with Multicultural Millennials we will show them that Nissan does much more than make vehicles. They make vehicles to improve their lives and the way they move through the world.
11 THE DECISION It’s all about the brand.…it’s all about what Multicultural Millennials think about the brand. It’s about what happens when the decision to buy a new car is made. Central Edge research made us reconsider what we thought we knew about buying a new car: • We discovered that Nissan is in the evoked set… but, it is near the bottom of that list. • Our prospects have a difficult time separating advertising for one brand of car from another. • Prospects are confused about the features offered by one brand compared to another.
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• Two factors determine our prospect’s final decision:
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Desire for style but most important are money and financing options.
Lifestage needs…young and single or settling down and starting a family.
Why isn’t Nissan at the top of Multicultural Millennials go to list? • Our prospects tell us they don’t have any perception of Nissan that makes it stand out from the crowd.
• They tell us increasing features and claims have blended into a muddle of confusion. They remind us that once one company has a new feature it is quickly copied.
• It is true that all we can own is our consumer’s perception of our brand..
• Our first challenge is to create a distinct personality that distinguishes Nissan from other brands…an identity our prospects can build a relationship and a trust.
12 THE PROCESS Central Edge looked at biology to understand how we process, understand, and respond to messages. Part of the brain (the Neocortex) is responsible for rational and analytical thought and language. The other two sections are responsible for all of our feelings of loyalty and trust, in addition to human behavior and decision making. • When we communicate from the Outside-In, we are talking to the neocortex - most car advertising that stresses a list of facts, features, and benefits is delivered there. People exposed to these messages can process complex advertisements, but those messages do not drive behavior. • Advertising that is Inside-Out talks directly to the part of the brain that controls behavior. Inside-Out advertising is based on an emotional relationship - this is where gut decisions come from - it means breaking through to change perceptions with perceptual impact... if we can communicate to prospects why Nissan is a different company - why they do what they do and how that makes them distinct... that causes consumers to respond through positive behavior.
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Our goal is not to sell to people who need a new car. Our goal is to sell to people who believe in what we are and why we do what we do.
Information Search Problem Recognition
Talk to: Family, Friends, Dealers
“I need a new car!”
The NISSAN Buying Decision
process
Read Reviews
Look at Literature GET CONFUSED
Evoked Set Ask “What brand do I like & Why?”
As the Multicultural Millennial new car buyer goes through the decision process and reaches that final decision point… they will be able to say…
“I know!”
} Look for a company I believe in and trust
Discover“I know what to do.”
Marketing Objectives:
Communication Objective:
• To increase enquiry to sales conversion rate from 4% to 7%.
Our communication objective is to build a distinct and memorable persona among Multicultural Millennials by generating a carefully crafted relationship-oriented brand identity.
• To increase Nissan showroom and online enquiries among Multicultural Millennials to 1,457,914 units. • To increase Nissan’s share of market with Multicultural Millennials by 13% (15,187 units).
Positioning Statement: To Multicultural Millennials Nissan is the automobile company that utilizes technology and innovation not only to make great cars, but to connect people, and their communities while enriching people’s lives and the way they move through the world.
13
Creative Objective: Our objective is to generate creative that doesn’t add to the existing clutter of car advertising. We will generate a brand personality that reflects the voice and attitude of Multicultural Millennials with ads that lead them to search for information about Nissan and why it is an innovative company that’s working to enrich peoples’ lives.
OBJECTIVES
14 THE STRATEGY Multicultural Millennial Americans are very complex. They are tech savvy, unique and know they are the future. Most importantly they don’t like advertising and they don’t trust companies.
• In Today’s automotive market, consumers are saturated with different styles, colors and messages. Our campaign strategy does much more than advertise cars to our target. It is carefully designed to forge a new relationship with them. By relating INNOVATION for ALL to their everyday lives. • From the beginning, Central Edge planners were more than convinced that adding “just another tag line” wouldn’t be successful. • Plain and simple, it would just confuse them.
In our research it became more evident that, in order to break through and build a lasting relationship with them, we had to do two things:
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We had to break negative perceptions and create a new perception of Nissan as a car company that does much more than just build vehicles. A perception that we are a company that enriches their lives by contributing to their communities,environment and their world.
We have to move Nissan to the Top of Mulitcultural Millennials evoked set, which ultimately will increase long lasting brand favorability for generations to come.
IN SHORT, we are working to be
as Innovative as Nissan.
• Our campaign is carefully designed to impact and make the Innovation for All theme meaningful to Multicultural Millennials. • Our campaign executions must reach Millennials wherever they are, whatever they see, whenever they see it. • We are using a combination of traditional, non-traditional and inventive communications strategies.
Why No Slogan? • Central Edge tested dozens of them…most seemed trite and expected. • None of them strengthened the concept of innovation – and we wondered if they would cloud Nissan’s existing use of two strong taglines: • Shift the Way You Move… • Innovation for All • Finally, we asked “Would a sub-campaign tucked under the overall Nissan advertising umbrella be too different from its core?” and, most importantly – why diminish the strength of an established campaign; an identifying element that continues to build brand awareness… Why not create a campaign theme that expands and blends for our prospect base?
15 THE VISION HOW WE GOT THERE Nissan’s Vision Statement: Enriching people’s lives Central Edge Brand Idea: Multicultural Millennials seek to do business with trustworthy companies that contribute to the world by enriching peoples’ lives.
Big Idea:
Innovation is more than a tagline - it’s what we do. It’s the driver of how Multicultural Millennials think. Innovation is what they do, and how they choose to spend their money. They want to be a part of companies that do more than make a profit.
Creative Vision:
Creative Executions:
• Central Edge creative focuses on giving our prospects a voice.
• Central Edge creative executions are from the point-of-view and in the voice of our prospects. Print and broadcast feature members of our prospect base in moments and situations in their lives. It conveys how their life choices relate to the cars that are a part of their world.
• Our campaign will assist Nissan in building a dynamic, interactive relationship with Millennials where they can express their thoughts with a company that’s striving to be a leader of innovation.
• Campaign executions are designed to be distinctive and stand out from other car advertising. Virtually all executions are interactive and created to utilize distinctive and engaging technology.
• We will create an environment where prospects believe in our company and brand because they understand why we do business and how our innovations will enrich their lives.
Creative Language Use: • Central Edge research confirms that the majority of Multicultural Millennials are English language fluent and may or may-not read and write in their cultural language. However, our research also confirmed that spending some of our budget on Multicultural language specific ad placements made sense. First of all, parents are of significant influence in the decision to purchase a new car among the lower age range of our prospect base. Many of this groups parents are first generation American, utilize native language media and are most influenced by messages in their native language. Thus, most advertising will be placed in English and in English language media, however we will use selected publications and broadcast media to specifically target Hispanic language and Chinese language speaking prospects and their influences. • Specialized media will include magazines, newspapers, Hispanic language magazines and Hispanic and Chinese language television with language specific out-of-home message placements.
16
THE CREATIVE
17 THE CREATIVE Aurasma is an augmented reality platform created by Autonomy Corporation. Primarily designed for 3G and 4G mobile devices. It uses the device’s video camera to recognize pre-trained images and overlay an image or video so that the video tracks as the camera is moved.
“Aurasma provides a single platform for bringing static images, brands and advertisements to life with interactive content. It closes the gap between the real and virtual wolrld to deliver dynamic, informative and entertaining experiences to the exact segment of people you want to reach.”
• Nissan will incorporate Aurasma imaging into all print materials in order to generate totally interactive print. Whether our prospects are reading a magazine, riding on public transit or sitting in a laundromat doing household chores, they will be able to enter the world of Nissan video or gaming. • Gaming options include Nissan core auto racing and maneuvering tests and create your car engagement opportunities. As the premier of Fast and Furious 7 approaches, there will be an opportunity to participate in a gaming contest to win Fast and Furious Decal Sets.
18 THE CREATIVE
Laundromat
Outdoor Board Web Banner
Xbox Live
:30 Second Spot “Wall of Innovation”
19 THE STORYBOARD
The wall will be constructed in key DMAs and allow Millennials to come together and show their ideas of innovation. They will be able to write or draw whatever they feel belongs on the wall. It will be an all day process with a stationary camera that will show a fast forwarded time-lapse of people coming and going. At the end of the commercial the wall will drop to reveal a Nissan Altima.
Constructing the Wall
Close-up of the construction of the wall
Placing the 'innovation is’”sign atop the wall
VO: Everyone has their own idea of innovation
Close-up of girl painting First person taking the paint to show their own idea of innovation
Close-up of people starting to join in on the wall
More people become involved
People begin to gather and get involved
VO: What does innovation mean to you?
The wall begins to fill with peoples’ ideas of innovation
Close-up of the art being painted
The walls fall to reveal a One last display of the 'innovation Nissan Altima is’” sign after the wall is filled
VO: At Nissan we believe in INNOVATION for ALL
20 THE RELATIONSHIPS • The challenge of public relations – building public relationships – demands that expenditure of PR efforts, time, and monies be focused only on things that bring positive attention to the organization and brand, contribute to fulfilling the organization’s commitments, and help to build public awareness through positive publicity. • Nissan already has an established three-prong commitment to corporate citizenship involvement through humanitarian aid, education and environmental improvement – all with an on-going link to the corporate mindset of Innovation. • It is an essential mandate of Central Edge public relations programming that our campaign efforts maintain compatibility with that established focus.
THE INNOVATION GENERATION
Innovation Generation Awards:
• All public relations efforts will function under the single voice umbrella of the Innovation Generation. All programming efforts will be publicized and implemented through use of the InnovationForAll.com, Facebook page and social media publicity efforts.
Public Relations Objective: • Expand Nissan’s core values of education, environmental awareness, and humanitarian aid and generate awareness of the Innovation Generation as the voice of Nissan Multicultural Millennials.
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Top Multicultural Enrollment Schools
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African American
Hispanic American
Chinese American
• Howard University • Morehouse College • Hampton University • Tuskegee University • Xavier University of Louisiana • Florida A&M • North Carolina A&T State • North Carolina Central
• Texas A&M International • University of Phoenix • University of Texas - Pan Am • Texas State Technical College • Boricia College • Los Angeles Mission College • New Mexico State • Miami Dade College
• University of California • Riverside • Rutgers • Polytechnic University NY • MIT • University of Pennsylvania • Cornell University • Stanford • University of Maryland
• Prospects enrolled in one of the highly populated multicultural institutions will have the opportunity to participate in a program designed to recognize student participation efforts that bring enrichment to others’ lives. • On-campus publicity consisting of newspaper ads, posters and social media will urge eligible students to submit an online application consisting of a 60-to-90 second video summarizing previous involvement and efforts toward localized projects that relate to Nissan’s priorities of humanitarian assistance, environmental awareness and educational improvement. • One representative from each of the colleges listed below would be awarded a $5,000.00 grant and become a finalist. • Finalist’s videos will be shown on Nissan’s Innovation Generation Webpage. Webpage visitors will be asked to vote for the best project. The winner will receive a $10,000.00 personal grant and $20,000.00 to be awarded to their local cause or focus.
21 THE RELATIONSHIPS EDUCATION INNOVATION: GIVE GREEN TO GO GREEN
Nissan Foundation Local Grants
Under criteria of the Nissan Foundation, local dealership boards will meet twice a year to fund grant applications from local schools, civic groups and youth organizations that focus on developing environmentally positive initiatives within the local setting that benefits the needs of Multicultural Millennial areas. Grants will be weighted to favor activities within multicultural residential/business areas in the 7 identified communities of NYC, Miami, Atlanta, Houston, Dallas, Chicago, and Los Angeles. This concept will be implemented on a geographical roll-out plan initiating first in the DMAs with the highest concentration of Multicultural Millennial populations. Grants will fund green activities ranging from developing sustainable green gardens to installation of solar power for local youth centers. Applications can be found online at the Innovation Generation website. Grant amounts will range between $500.00 to $1,500.00 with a maximum of 5 grants funded during each semi-annual meeting. Funding for the grants will come from Nissan‘s seed funds of $20,000.00 to each of the selected 10 DMAs and through local fund-raising activities by local Nissan dealers.
Nissan Mentorships
• Nissan will provide “mentorships” for young Multicultural Millennials who participate in and are selected as winners in a unique and innovative internship challenge. • Nissan Design America is home to some of the most innovative minds in the automotive industry of North America. They design everything from preschool furniture to golf clubs in order keep their design eyes sharp. • Prospective students will be encouraged to submit an innovative creation of their own to compete against other entries and for an opportunity to win a mentorship. • The mentorships will take place at the Nissan Design America studio in California where the student winners will work alongside creative professionals to gain industry experience, learn new design techniques and explore other inventive avenues. • Four winners will receive a paid trainee position for six-months at a stipend of $30,000.00 and the opportunity to apply for a full-time position at a Nissan entity.
22 THE RELATIONSHIPS INNOVATION KITS
AFTER HOURS DEALER CONCERTS
Nissan will distribute Innovation Kits at the beginning of each semester at the top universities for Multicultural Millennial enrollment. The kits will include everything students need to keep Nissan in their minds throughout the semester: A flash drive with the Nissan logo with preloaded information on the nearest dealerships and upcoming events, car air fresheners, AUX cables, a planner, a keychain, and water bottle. Students will also receive an invitation to test drive a Nissan. Those who return their test drive invitation and complete the drive will receive an Innovation T-shirt and a chance to win free textbooks for a semester.
Nissan will sponsor a series of after-hours concerts at the two-largest dealer locations in Los Angeles, New York, Houston, Miami and Dallas. The concerts will feature “The Sounds of Innovation”—Nissan’s promoted Indie music groups. Nissan’s Sound of Innovation page on MySpace will allow participants to vote for area groups to appear at the concerts and allow free music downloads and access promotional CDs. Concerts require a ticket which can be secured only from Nissan Dealers in the region. Local dealers who host the event will co-pay all promotional costs for the events with Nissan providing concert travel, equipment, and set-up fees. Concerts will feature a mini-car show, test drives and give-aways.
MOVIE THEATRE OPENINGS Nissan will present special Opening Night Events at movie theatres in our 7 key DMAs to coincide with the local opening of Fast and Furious 7. Openings will feature car shows in theatre parking lots, prize giveaways, and an augmented reality version of Nissan’s fast and Furious featured vehicles. Drawings will be held for prizes including Fast and Furious Car Decal sets, Innovation Kits, T-shirts and tanks. Tickets will be available at Nissan dealerships located in close proximity to core Multicultural residential areas.
ALL-STATE INSURANCE PARTNERSHIP PROMOTION PARENTS WHO PAY PROMOTION For younger members of our target market, parents are critical to their car buying process. Central Edge proposes two promotions to maximize the impact of this relationship.
1 2
For parents who already own a Nissan and guide their child toward purchasing a Nissan as their first car, we propose a Brand Loyalty Discount which allows a discounted price for the second purchase. The discount should range between 10 – 15% depending on price and features. Parents who co-sign for purchase of a new Nissan should receive an annual “skip a payment option” if they finance through a Nissan approved financial institution. The forgiven payment should coincide with heavy expenditure times of year such as the holidays or back-to-school in August or September.
Nissan will partner with All-State Insurance for a limited time promotion which will offer 6-months of free car insurance with purchase of a Nissan core model. The promotion will be available in key DMA markets at select dealerships for a limited time and available for a maximum of 500 vehicle purchases. Costs of the promotional insurance will come from auto sale mark-ups and partnership contributions from the promotional advantages given to All-State.
SALES PROMOTION
23 THE RELATIONSHIPS YOUTH-OF-THE-YEAR CULTURAL RECOGNITIONS
ETHNIC FILM FESTIVALS
Nissan will sponsor competitions to identify and recognize the Youth- of- the Year in the African, Chinese and Hispanic American communities. Those competing for the award are nominated online at Nissan’s InnovationForAll.com website. Nominees will submit a 30-to60 second video on a culturally appropriate topic. Competitions will coincide with:
Ethnic Film Festivals are one of the hottest emerging trends in the country and the audience base is representative of the strongest new car prospects in our target segments. To reach those prospects Nissan will become an Opening Night Sponsor at three major film festivals around the country. Sponsorship will include signage, programs and providing customized car transport for stars and directors of films to venues. • New York City’s Urban World Film Festival • Chicago’s Latino Film Festival • San Francisco’s International Asian American Film Festival
• Black History Month - February 2014 • Hispanic Heritage Month - Sept 15-Oct 15 2013 • Chinese New Year –- January 2014 Winners will be announced during: • BET Awards - June 2013 • Latin Grammys - November 2013 • Chinese New Year Parades in New York City, Los Angeles and San Francisco. Winners and finalists will receive scholarships and travel awards.
FIFA CONCACAF GOLD CUP SPONSORSHIP
MULTICULTURAL
EVENTS
Nissan will become official automotive sponsor of the FIFA Gold Cup. The Gold Cup is the largest North American region soccer tournament. Sponsorship will include content in the 200,000 -plus, programs printed during the tournament; declaration as Official Car of the Series; video spots displayed on the stadium scoreboard before, after and during halftime at the event. Sponsorship arrangements are made through Soccer United Marketing. This event is as big-time as football’s Superbowl or college basketball’s Final Four with our target market.
24THE RELATIONSHIPS Guerilla Marketing
In-Store Experience
Nissan Public transportation seat takeover
The dealership experience has always been a battle of dealers vs. customers. With new technology, 85% of buyers are doing research online before going to dealerships. Nissan must capitalize on this by creating virtual showrooms online. Virtual Showrooms include:
Central Edge will place Nissan vehicle seats in selected DMAs they will replace regular seats in subways and on public transit. It will give Multicultural Millennials the experience of riding and sitting in a Nissan vehicle. Key DMA’s such as NYC, LA, Houston, Miami, San Antonio, Dallas.
Nissan Road Games Nissan will have 2 pathfinders that travel across country that engages our target in special events such as basketball, soccer and golf tournaments. These pathfinders will be specifically altered to be apart of the tournament, with modifications such as clamp on expandable basketball goals, and trunk soccer goals. The participants will be given Nissan merchandise (i.e soccer balls, basketballs, t-shirts and water bottles). The Road Games will take place as pre-events at scheduled sporting events and randomly visit neighborhoods in key DMAs, including, NYC, Washington D.C., Miami, Atlanta, San Antonio, Houston, Dallas, Chicago, Albuquerque, Los Angeles.
Introduction of new Nissan models will be celebrated in our key cities with a rolling 3D projection Digital Graffiti Show. The rolling light show will be projected across main buildings in New York City, Los Angeles, Miami, Houston, and Dallas. The computer augmented showcase of Nissan cars and music will be projected from a rolling van after dark. Production and projection costs are minimal. Projections will be planned for high concentration areas during evening hours.
}
• Transparent Pricing: Consumers already have access to what a car costs, so dealers with transparent pricing will be seen as responsible. • Scheduling Appointments: Consumers will feel as though they are setting the terms for dealer interaction.
Central Edge recommends that Nissan initiate a one-year test run of the Innovation Zone at two dealerships in each of our top 5 DMAs. The Innovation Zone will be a section in showrooms that uses technology to engage and empower consumers. It will include:
{
To keep consumers aware of the Road Games will be streamed live on the InnovationGeneration.com website along with a complete calendar of scheduled events. Promotional advertising will precede visits to target cities.
Digital Graffiti
{
• Information that will generate trust and transparency such as photos, pricing, product features and inventory, as well as outside links to car reviews by industry leaders.
}
• Corning Glass Walls: Corning makes tough, sleek touchscreen glass that will allow Nissan to show videos, point-ofpurchase ads and information about vehicle options. These walls will be used by consumers and sales associates to virtually browse the dealerships. • Augmented Reality: Another component of the Innovation Zone is the augmented reality section. Customers will use specialized glasses to bring to view a 3D version of any Nissan model. With assistance of sales associates consumers can customize a vehicle completely from colors to features. This will allow customers to walk around the virtual vehicles and open doors to see inside their personalized car. • QR Codes: We will place QR codes on vehicles alongside the traditional information sheets. By using the Nissan app or any generic QR reader, consumers will be linked to photos, videos and reviews, and a feature that allows the customer to signal for a sales associate at their convenience.
25 THE PLAN MEDIA OBJECTIVES: 1. To create positive awareness within the Multicultural Millennial population that Nissan not only makes great cars but also uses technology and innovation to make the world a better place for all. 2. To promote Nissan through local media to our multicultural segments in the areas where they live. 3. To establish a unique brand presence and consumer awareness of Nissan’s role in innovation beyond the automobile industry.
MEDIA STRATEGIES: 1. To utilize traditional and non-traditional media vehicles that reach our target in their residential and academic spheres, and to deliver messages at times when the target’s information and entertainment aperture is open. 2. To deliver media throughout the year in a pulsing pattern with heavy-ups in preparation for new product introduction and key sales periods specifically during the third and fourth (September – December) quarters to reinforce awareness of new model introductions. 3. To use added impact, local advertising in densely populated Multicultural Millennial areas - specifically New York City, Los Angeles, Houston, Dallas, Chicago and Miami where the majority of our target market can be found. This includes out-of-home, theatre and special events. • Secondary high population metropolitan areas such as Atlanta, Dallas, San Diego, San Antonio will be impacted through narrow national and cable ad buys, national publications, and internet advertising. 4. To use an effective blend of magazines, outdoor, transit, spot and cable television, as well as dedicated specific publications and broadcast media to deliver appropriate levels of reach, frequency and impressions to impact the market. 5. To use language specific media to deliver messages to culturally specific programming choices, such as WWE and World Fútball (soccer). These have a high priority viewing for Hispanic and Chinese markets.
RECOMMENDED MEDIA SELECTION RATIONALE: • The plan is designed to incorporate a variety of media to assure delivery of our message to our highly mobile and difficult to impact target segments. • The plan is designed to expose Hispanic, African American and Chinese American Millennials to Nissan advertisements throughout their daily lives with media that they use frequently. • Included are magazines, Spanish magazines, Spanish newspapers, outdoor and transit media, Spanish language network TV, spot TV, cable TV, and the Internet. A significant percent of the budget is allocated to internet, network TV, cable TV, and magazines. • Simmons data reports that Multicultural Millennials are 86 times more likely to spend time on the internet than the other demographics. • Our three target sub-segments are also 107 times more likely than other targets to watch television for relaxation and information. • With Multiculturals, magazines have an amazing Simmons index of 643. This means the target is 543 times more likely than the rest of the population to read magazines.
26 THE TACTICS Network Television:
•
Central Edge’s campaign for Multicultural Millennials will use minimal network television focusing instead on spot, cable and local placements. This decision is based on the reliance of existing Nissan sponsorships and participation in sports programming, the Olympics and Nissan’s ongoing Heismann sponsorship.
Spanish Language Television:
• • • • •
Univision Telemundo Focused Buys will include: o European style fútball / World League Soccer o FCA Boxing o Wrestling Simmons data verifies popularity of Spanish language programming among Multicultural Millennials. Proposed buys will focus on delivering Fútball/Soccer and FCA cage boxing. These are extremely popular with our prospects.
Newspapers:
•
Spanish language newspapers are recommended in order to intensify focus on the Hispanic market. Ads will be placed weekly in all 3 publications. Each ad will be 2/3rds of a page.
Magazines:
Placements will include 2-page spreads and full page spreads, as well as 4 color ads printed on recycled paper and bound into selected publications. • Selections are based on Simmons Choice 3 data which confirmed Multicultural Millennials read a wide variety of magazines. o 12-month placements are planned for the following titles: Game Pro, AutoWeek, Glamour, In Touch and Men’s Fitness. • 6 ads for the year will run in magazines of similar genres, rotating months.
Out-of-Home:
• • • • • • • • •
We recommend purchase of outdoor boards, mass transit signs and shelters to reach our prospects when they most wish they had a car or a new car. A combination of subway posters, subway car wraps, billboards and bus advertisements will be used. Simmons data indices among African American, Chinese and Hispanic Millennials for use of public transportation are high. African-American index of 244. Chinese American index of 151. . To best target the demographic, all outdoor advertisements will be run in California, New York, Texas, and Florida. These areas have the highest percent of the total target. Most placements will have the impact of a 25 showing. Bus wrap designs will convey oversized Nissan cars on the road. Shelters, trains and bus cars will feature interactive Aurasma key codes. These will allow travelers to use their smart phones to activate commercials or Nissan car games while they travel.
27 THE TACTICS Cable Selections:
• • • • • •
Multicultural Millennials are highly likely to watch these selected cable television channels. African American Millennials are 391 times more likely than the non-multiculturals to watch MTV. Chinese American Millennials are 165 times more likely than the non-multiculturals to watch MTV. Hispanic American Millennials are 147 times more likely than the non-multiculturals to watch MTV. KXLA and WMBC-TV-Sino Vision are selected cable channels that are geared toward the Chinese American Millennial. Non-specified time placements will be determined by ratings for programs preferred by members of the targeted Multicultural segments.
CHANNELS:
Spot Market:
Spot television buys are a key element in reading our prospects. • We will buy time in the four states with highest Multicultural Millennial population density and also with the highest number of Nissan dealerships. • Message delivery will have the most impact on urban areas including additional cities in Texas. Georgia and Illinois.
Internet:
The internet sites were chosen to provide wide reach across all three targets at an efficient price. Costs for Google and Facebook are based on per-click charges. Charges on other sites are based on the placement and size of each advertisement. Multicultural Millennials are most likely to visit sites that allow them to to download music, movies, games, etc.
WEBSITE SELECTION:
28 THE TACTICS Movie-Theatre Advertising:
We will advertise in the top 10 theatres that our target market frequents. Cities include New York City, Los Angeles, Miami, Houston, Dallas, and San Antonio. Advertising will run from May – August and during November and December of 2013. Ads will break with a “Fast and Furious” Car Show and prize sponsorship that will coincide with theater openings of Fast & Furious 6 on May 24, 2013. Special Opening Event will take place only at the largest theater in each city for the film opening. Movie ads will run throughout the summer and pre-holiday on 10 screens in 6 cities. These will be 180 spots per day for 163 total days. This will result in a total of 29,340 spots at an average cost of $26.13 per :30 spot.
Video Games:
We will insert Nissan signs, posters and ads featuring Nissan core campaign cars into video games using Microsoft’s Xbox Live platform. We will engage in 5 games with appeal to our demographic and geographic areas. Average cost-per-click: 15 cents Projected reach 50,000 a month Projected cost 50,000. x .15 = 7,500 x 12 = $90,000 Per year placement: $20,000 TOTAL COST: $ 110,000
Laundromats:
We will lease the rights to put washer and dryer wraps and signage in the ten largest laundries in the five cities with the largest concentration of Multicultural Millennials. Many of our prospects are apartment dwellers and frequent area laundromats. When they are there they tend to look for something to do with that spare time. We will activate each poster and most wraps with Aurasma which will allow visitors to open interactive games, concerts or videos.
29 THE NUMBERS Media
$79,566,269.00
Contingency $3,001,731.00 Agency Fee $10,000,000.00 Print Production • Photography $150,000.00
•
Interactive •
• • •
Design
$250,000.00
Aurasma Digital Grafitti Video/Interactive Games YouTube Page Elements
$125,000.00 $300,000.00 $80,000.00 $250,000.00
Broadcast / Internet Production • Banner Ads $30,000.00
• • •
Videos (3) Television Spots Movie Theatre Ads
Guerilla Marketing • Road Game Cars (2 Pathfinders)
• • • • • • •
Road Game Staff Equipment Operation Costs Publicity GiveAways (Basketballs, Decals, Shirts) Innovation Kits (100,000 @ $2.00 each) Nissan Seat Takeovers
Dealer Showrooms • Corning Glass Wall Interactive Experience
• • • • •
Dealer Training Trainer Training Video Packets Dinners for Sales Representatives
$60,000.00 $500,000.00 $100,000.00
$80,000.00 $160,000.00 $40,000.00 $55,000.00 $50,000.00 $120,000.00 $200,000.00 $156,000.00
$300,000.00 $50,000.00 $50,000.00 $50,000.00 $10,000.00 $100,000.00
PROMOTIONS Dealer Concerts
• • • • •
Equipment (Sound System, Lights, etc.) Fencing Security Giveaways Musicians
$250,000.00 $60,000.00 $125,000.00 $150,000.00 $750,000.00
• • • • •
Give-Aways Augmented Reality Emcee / DJ Fast & Furious Decal Sets Movies Promo. Partnership
$35,000.00 $35,000.00 $35,000.00 $5,000.00 $100,000.00
Movie Theatre Openings (7 Markets) • Car Shows $21,000.00
In-Store Experience --- Implementation $500,000.00 Publicity $25,000.00 FIFA GOLD Cup Sponsorship $100,000.00 Film festival sponsorships $150,000.00 Cultural recognitions $125,000.00 PUBLIC RELATIONS • Publicity $50,000.00
• Innovation Generation Website / Creation & Maintenance $100,000.00 • Video $75,000.00 • Scholarships & Mentorships $200,000.00 • Local Grant Seed Money $110,000.00 • Scholarships & Mentorships $160,000.00 • In-Store Experience --- Implementation $500,000.00 • Parents Who Pay Promotion $150,000.00 • All-State Promotion $300,000.00
Campaign Evaluation $55,000.00
TOTAL CAMPAIGN BUDGET: $100,000,000.00
(NYC)
El Diario
Vampire Diaries
CW
X-‐Factor
Family Guy
FOX
NETWORK TV
Laundromats
Bus Wraps
Bus Cards
Billboards
ATLANTA
Laundromats
Bus Wraps
Train Cards
Billboards
DALLAS/FW
Laundromats
Bus Wraps
Train Cards
Billboards
CHICAGO
Chinese
African Amer.
Hispanic
Billboards
Train Cards
Train Wraps
Bus Wraps
Bus Shelters
SAN FRANCISCO
LOS ANGLES &
Train Cards
Train Wraps
Bus Wraps
Bus Shelters
NEW YORK
African Amer.
Hispanic
Billboards
Bus Cards
Train Wraps
Bus Wraps
Bus Shelters
HOUSTON
African Amer.
Hispanic
Billboards
Bus Wraps
Bus Shelters
FLORIDA
Out of Home
LaInformacion (TX
(Miami)
Herald
Hoy (LA)
SPAN. NSP
Sur Padres
Latina
Espanpol
People En
In Touch
Men's Fitness
Shape
Us Weekly
Parents
Cosmo
Glamour
Maxim
AutoWorld
GamePro
MAGAZINES
13-‐May
Jun-‐13
Jul-‐13 Aug. 2013 Sept. 2013 Oct. 2013 Nov. 2013 Dec. 2013 Jan. 2014 Feb. 2014
57
Mar-‐14
Apr-‐14
2 9 16 23 30 7 14 21 28
12 12 12
12 12 12
X2 X2 X2 X2
22
18 13
35 AA 55 HA 150 4 20
35 AA 55 HA 100 4 20
22 CA 66 HA 200 4 20
120 HA X2 22 AA X2 15
6 11 2 750
6 50 4 60 HA 68 AA 40 CA 750
50 HA
6 11 4 100 50 AA
25 AA 50 HA
6 11
52 52
Mag. Total
,
12 6 12 6 6 6
22,500,576 67,200,000.00
12,055,854.00 19,880,136.00
13,278,972.00
3,008,781,600.00 144,123,178.00 18,240,082.00
7.325.172
30,173,520.00
IMPRESSIONS
$38,106.00 6,000,000.00 $286,435 10,200,000.00 $54,827.00 6,480,000.00
$1,560,000 $430,818 $370,320 $1,578,720 $1,708,700 $846,035 $675,837 $1,256,161.00 507,780 $93,926.00
COST
18.85 27.54 84.6
15 58.81 12.31 111.79 93.68 63.17 93.43 5.53 22.56 13.97
CPM CPM
110,364,800 2,991,744,000
1.28 0.12
191 1.96
3,796,260,000 2,626,848,000 2,626,848,000
4,002,810,000
19,282,725,000
114,366,000 194,480 862,400,000 156,844,800 1,345,200
208,775,000 219,206,400 1,755,930,000 2,107,123,200 1,755,930
507,042,200 253,521,100 3,563,784,000
92,224,145 761,207,250.00 64,080,483 480,603,625.00
$ 1,296,384.00 290,40,000
$4,768,697.00 650,70,000 $4,868,697.00 635,05,000
$5,634,673.00
$191,100.00 $306,075.00 $1,125,000.00 $171,000.00 $100,000.00
$191,110.00 $306,075.00 $287,700.00 $408,000.00 $100,000.00
$192,000.00 $100,000.00
$342,500.00 $127,050.00 $334,950.00 $1,052,000.00
$596,400.00 $224,000.00 $192,000.00
76,088.00 $726,000.00 $152,500 $189,000.00
$210,000.00 590,334,721 80,250.00 2,035,799.00 $132,000.00 678,599,750 $588,000.00 672,000 $666,400.00 351,232,000 $280,000.00 752,000 $141,750.00 11,099,20,000
$ 439,110.00 2,716,22,400
z
44.64
73.29 76.66
0.48 1.59 0.33 0.65 0.38
1.67 17.73 0.33 2.6 74.34
0.61 1.52 0.97 4.04 56.94
1.18 0.44 0.03
0.41 0.05 1.19 0.2
0.36 39.41 0.19 87.5 1.9 37.2 0.13
1.62
$80,044.00 1,472,000.00 54.37 $38,500.00 2,904,000, 13.25 $132,000.00 1,936,000.00 68,18 $66,000.00 99,189,000 0.67 $284,375.00 178,684,800.00 1.59
$141,750.00 $350,000.00
$240,044.00 6,294,318 $269,500.00 14,103,881.00
$1,131,040.00 7,436,000.00 2.93 $279,552.00 634,000.00 8.06 $279,552 2,756,000.00 2 52 $279,552 5,200,000.00 10.34
41 1 11 1 8 16 2 51 8 21 5 8`5 22 29 6 163 7 27 3 10 17 21 28 1 8 15 22 29 5 12 19 26 2 9 16 23 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 123 0 220
Apr-‐13
30 THE CHART
Con%ngency 3%
Promo%on/PR 4%
Produc%on 3%
Agency Fee 10%
Wraps &
total budget
250,000
2.06
123 ,17 103 ,99
Media
31
Non-‐Tradi%onal 2%
Internet 25%
Television 30%
Out of Home 12%
Magazine 11%
Campaign Totals: 83 Reach 4.3 Frequency
MEDIA TOTALS Total Expenditure: $79,566,269.00 $79,566,269.00 Total Gross Impressions: 55,643,301,761 Reach: 83 MEDIA TOTAL Frequency: 4.31,802,386,583,400 TOTAL IMPRESSIONS
79566269 55,935,717,761.00
$122,400.00
$515,000.00
Augmented Reality
Decals
3.75
40,000 50,000.00
$150,000.00
Digital Graffiti
Laundromat
1.61
$350,000.00 217,100,000.00
Product Placement
10.3
14
25,000
$350,000.00
1.75
4.08 416 3.68 2.38 1.67 4.6 4.61 0.82
13 13.34 6.64 15.75 7.98 9.4 26.13 4.32 3.52
0.1 0.09
44.64
73.29 76.66
Dealer Concerts
$2,500,000.00 $250,000.00
95,040,000.00 148,954,000.00 151,987,000.00 116,316,000.00 182,100,000.00 155,400,000.00 94,675,000.00 270,302,000.00 91,125,000.00
$42,481.00 10,406,952.00 $1,929.00 310,488,000 $4,000,000.00 104,158,000 $4,000,000.00 1,678,572,000.00 $2,539,000.00 151,73,52,000 $1,349,000.00 $292,416,000.00 $1,349,000.00 30.000,000 $8,714,980.00 10,571,52,000
$1,221,600.00 $1,980,000.00 $1,009,800.00 $1,832,400.00 $1,454,000.00 $1,460,000.00 $2,474,000.00 $1,168,000.00 $321,200.00
$1,296.00 123,172,009.00 $9,960.00 103,999,000.00
$ 1,296,384.00 290,40,000
$4,768,697.00 650,70,000 $4,868,697.00 635,05,000
$774,140.00 4,400,000.00
240 337 180 360 300 730 730 365 730
83 132
22
18 13
$5,634,673.00
z
Movie Theaters
NON-‐TRADITIONAL
PinInterest
MySpace
YouTube.com
Pandora.com
HULU.com
Yahoo.com
Google.com
Facebook.com
Downlooad.com
Cars.Com
INTTERNET INTERNET
WMDC
KXLA
VH1
TV One
MTV
G4
E
BET
AdultSwim
CABLE TV
Telemundo
Univision
SPAN TV
Vampire Diaries
CW
X-‐Factor
Family Guy
FOX
NETWORK TV
57
32 THE FOLLOW UP EVALUATION • Success of Central Edge’s Innovation campaign for Nissan will be measured through the use of ON-GOING CAMPAIGN MONITORING. • The primary challenge for our evaluation is to measure an increase of Multicultural Millennial market share. • This will be measured by tracking the increase in sales for each sub-segment by quarter. • Monthly tracking studies will be done to measure impact of the campaign on the following: • Number of sales to 18- 29 year-old Multicultural Millennials • Retention rate of the target market • Brand awareness and perception of Nissan • Perception of dealership experience DIGITAL EXPERIENCE • We will track campaign success via Facebook and Twitter Analytics. • Success of these social media vehicles will be measured monthly by employees. • Google Analytics will be used to track the success of our micro-sites. • Perception of digital aspects will be evaluated by surveys before, during, and after the campaign. Surveys will strictly be given to members of the designated target market. CAMPAIGN METRICS • Metrics to be evaluated include: • IMAGE METRICS: the intangible elements of brand identity that include, Awareness, Recognition, Relevance, Preference, and Loyalty. • IMPACT METRICS which determine performance and are the most critical elements in determining brand equity. They include, Market Share, Profitability, Price Premium, Perceived Quality, and Brand Associations. • These will be evaluated utilizing online focus groups, real-time surveys, instant feedback creative testing, consumer brand communities, Social Network analysis, and MTV Trendwatch partnership. CAMPAIGN EFFECTIVENESS • The campaign will also be measured against successful attainment of marketing, communications, and creative objectives generated by the campaign.
THE PITCH: The perception may be that Millennials are hard to reach. But are they really? As a generation that prides themselves on being outspoken, they make it clear what they’re looking for in a company. They’ve told us some things matter more than others, and that they won’t buy what you do until they buy why you do it. They want companies who believe what they believe and understand their values. What they value goes beyond great products and features. They value the intangibles of life—things like a better world, a sense of purpose, and the endless pursuit of innovation. These are all things Nissan strives to achieve on a daily basis. They just happen to make great vehicles. Millennials need to be reminded that Nissan is an extension of their own thoughts on innovation and the world. Millennials are changing the way business is done and the reasons products are bought. Thus, traditional ad campaigns aren’t registering. These insights lead us to craft a brand campaign that showcases the relationship between Nissan and Millennials centered around their ideas of innovation. Together, the ideas are limitless, and ever-changing, which creates something that will last for generations to come—Innovation…for all.
APPENDIX
THE TEAM
Appendix
Competition Team Leadership
1. Brand Amplitude. “The Millennial Handset: A Snapshot Guide to Everything Gen Y, Car Innovation Framework.” 2011. 2. Center, Pew Research. “Millennials: A Portrait of Generation Next - Confident. Connected. Open to Change.” 2010. 3. Edelman, StrategyOne and. “The 8095 Exchange: Millennials, their actions surround brands, and the dynamics of reverberation.” 2010. 4. Experian Simmons Data. 2012. 5. Getty Images, Inc. 2012. 6. How Great Leaders Inspire Action. Dir. LLC TED Conferences. Perf. Simon Sinek. 2009. Web. 7. Nissan. “Nissan North America: Multicultural Innovation.” Case Study. 2012. 8. Nissan USA. 2012. 9. Oliver Wyman Automotive. “2015 Car Innovation: A Comprehensive Study On Innovation in the Automotive Industry .” 2012. 10. Precision Group. “Develop an Advertising Campaig: With Original Assessment .” 2010. 11. Teixeira, David Medland & Ruy. “New Progressive America: The Millennial Generation.” 2010. 12. The “Millenials” Are Coming. CBS News. 2007. 13. “The Nielsen Company.” Ratings. 2012. 14. “U.S. Census Bureau.” Demographic. 2012.
• • • • • • • • • • • • • •
Getty images Nissanusa.com, CBS news 2007, Simmons data, AAF Nissan case study, US census data Nielson ratings The 8095 exchange: Millennials, their actions surrounding brands, and the dynamics of reverberation. Edelman and StrategyOne. 2010 Pew Research Center: Millennials: A portrait of generation next. Confident. Connected. Open to change.feb 2010 Center for American Progress: New Progressive America: The Millennial Generation. David Medland and Ruy Teixeira 2015 Car Innovation: A comprehensive study on innovation in the automotive industry Oliver Wyman Automotive Develop an Advertising Campaign: With Original Assessment The Millennial Handset: A Snapshot Guide to Everything Gen Y Car Innovation Framework Oliver Wyman Automotive Media Handbook, Media Week Marketer’s Guide to Media, 2011.
Account Manager: *Scott Whisenhunt Account Supervisor:
Will Gattenby & *Jordan Scott
Creative Director:
*DeOren Robinson
Advertising Planner:
Bill Rickner
Production Manager:
*Ashley Laws
Digital / Interactive Managers: Public Relations Director:
Ryan Martin, Chris Flores Tessa Burris & *Rachel Prince
Sales Promotion Director: Broadcast / Digial: Media:
Caleb Everett & Cameron Fitzgerald
Multicultural:
Morgan Twyford
Ryan Martin & Casey Womack
Mel Yasuda, DeOren Robinson, & Johnny Mills
Art Director: MacGregor Merritt Ad Designer: Book/ Presentation Designer : Book Editor: ADDITIONAL TEAM MEMBERS:
ADVISORS:
David Hinds Carly LeMay
Cameron FItzgerald Brittany Eddins Nida Nizami Hannah Puryear Alllison Rathgeber Brooke Roshell Sandra Martin Mike Breslin Jill Lambeth Brad Keim
SPECIAL THANKS:
SandRidge Petroleum – David Kimmel Oklahoma City Advertising Club University of Central Oklahoma Dr. Roz Miller, Chair Department of Mass Communication Dr. Pam Washington, Dean, College of Liberal Arts