NISSAN CAMPAIGN PROPOSAL 2
EXECUTIVE SUMMARY
3
OBJECTIVES
4
NISSAN BRAND
5
COMPETITION
6
RESEARCH
10
TARGET
11
GEOGRAPHY
12
BRAND DESTINATION
14
CAMPAIGN
16
PAID
22
EARNED
24
OWNED
28
TIMELINE
29
RETURN
30
EVALUATION
31
APPENDIX
32
TEAM
EXECUTIVE SUMMARY Nissan is truly an exciting advertising challenge. Most brands struggle to gain momentum yet Nissan is rapidly gaining market share. They are on course to deliver one new model every six weeks and 15 advanced technologies per year. The challenge is to add to the brand’s ongoing success and leverage Innovation for All with Multicultural Millennials. Building a legacy of innovation with this generation will assure continued sales momentum. The task is to uncover insights on how to emotionally engage this target market to create lasting favorability. This is our integrated and persuasive plan to help Nissan reach its goal of becoming one of America’s automotive leaders. So, let’s get started.
TARGET The Multicultural Millennial target includes African American, Hispanic and Chinese. They are named the “Transculturals” because they fluidly move from one culture to another. These millennials share universal truths yet still maintain cultural differences. CREATIVE STRATEGY The creative strategy builds directly on the Innovation for All platform by highlighting the emotional benefit. By giving consumers access to innovation, Nissan makes it easy to express their style. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan a relevant part of Transculturals’ lives. CREATIVE EXECUTION The campaign uses symbols to tell stories and connect Transculturals to the Nissan brand. Symbols have universal meaning. They are adaptive to any culture or advertising situation and add iconic imagery to Nissan’s advertising equity. CONNECTION The campaign reaches the target through a combination of paid, earned and owned media. It uses broadcast, digital, print, promotions and sponsorships in fun, engaging and innovative ways. NISSAN EXPERIENCE The campaign makes experiencing the Nissan brand more engaging. It will transform the buying experience. CONCLUSION/ROI The plan will reach 90% of Multicultural Millennials with a compelling message. The result is $66 of revenue for every $1 spent on advertising.
2
OBJECTIVES The challenge is to develop a fully integrated marketing communication campaign to increase domestic Nissan market share and favorability among Multicultural Millennials. To accomplish this, a plan has been developed to increase market share from 13% to 18%.
BRAND PURCHASE FUNNEL FOR MULTICULTURAL MILLENAILS total population
20,000,000 18,000,000 9,000,000
900,000
300,000
90% aware of campaign
50% consider purchasing
10% test drive
33% buy
INDUSTRY ANALYSIS The automotive industry is poised for growth barring an unforeseen spike in energy prices or double dip recession. PENT UP DEMAND Demand for new cars is rising because the average owned vehicle is 11 years old. ATTRACTIVE NEW CAR PRICING New car models are priced at or below used car models for the first time in history. Vehicle shortages driven by the Japanese earthquake have some used models priced at 39% more than a new model. AVAILABLE CREDIT Historical low interest rates and readily-available credit. EXCITING INNOVATIONS Automakers are increasingly adding more advanced technological features to new model cars making them more attractive to the consumer. ECONOMIC UNCERTAINTY Rising energy costs and slow economic expansion are the key barriers to achieving significant industry growth.
3
NISSAN BRAND Nissan is positioned to capitalize on the category growth. Nissan grew by 25% in 2011while Toyota and Honda lost ground.
EXTERNAL
INTERNAL
HELPFUL
4
HARMFUL
STRENGTHS
WEAKNESSES
•
Established brand within car industry.
•
Lack of marketing to Multicultural Millennials.
•
Diverse selection of cars with wide range of prices and appeal.
•
Low new model awareness.
•
Innovative technological developments.
•
Lack of emotional brand connection.
•
Large domestic production relative to other Japanese brands.
•
Sales leadership momentum.
•
Entering new car segments.
OPPORTUNITIES
THREATS
•
Increased demand for new vehicles due to shortage of used cars.
•
Established competitors with Multicultural Millennials.
•
Growing purchasing power among Multiculural Millennials.
•
Global profits reduced by strong impact of yen to dollar.
•
Toyota and Honda have decreasing market share.
•
Rising gas prices.
•
Economic uncertainty.
COMPETITION Automakers compete largely on new technology features, style and price. Nissan will have to bring innovation to an emotional level to set itself apart from well entrenched Multicultural Millenial programs and celebrity driven campaigns.
“CHEVY RUNS DEEP.” • • •
3,084 dealerships Targets first time car buyers by testing new cars at highschool and college campuses New Chevrolet MyLink technology connects to smartphones
“NEW THINKING. NEW POSSIBILITIES.” • • •
820 dealerships Targeted Millennial campaign using headlines like “asphault boom box” and “uber drive” Applying holographic displays and solar cell technologies
“MOVING FORWARD.” • • •
1,233 dealerships Specific Hispanic and Asian-American efforts around novellas and Japanese animation Pre-collision systems with avoidance assistance
“THE POWER OF DREAMS.” • • •
1,034 dealerships Targeted “leap list” campaign encourages millennials to create a bucket list online Advanced all-wheel drive system
“BUILT FOR THE ROAD AHEAD.” • • •
3,202 dealerships Celebrity driven campaign with charity tie-in with Tom Joyner Foundation New Sony sound systems and blind-spot information technology
5
RESEARCH THE OBJECTIVES
THE STRATEGIES
•
Understand the brand perception of Nissan among our target.
•
•
Understand the brand equity of Nissan advertising.
•
Gain insight into auto buying habits.
•
Understand the link between Nissan and its models.
Primary quantitative and qualitative methods were used with secondary research. Specific methods include: online surveys, mind mapping, ethnography, industry interviews, word association, picture story telling, social media analysis and Iconoculture review.
QUANTITATIVE RESEARCH | ONLINE SURVEY (1,575 RESPONDENTS)
When you think of automotive brands, which ones come to mind?
How familiar are you with these Nissan models? 45% are familiar with the Nissan Rogue.
33%
15%
25%
48% are familiar with the Nissan Juke. 71% are familiar with the Nissan Sentra. 89% are familiar with the Nissan Altima.
Are you familiar with the Nissan brand?
Multicultural Millennials prefer foreign to domestic vehicles
60.2%
58% 42% 2 TO 1 Are you familiar with the following advertising themes?
37% “Innovation for All” 6
34% “Shift the way you move”
will consider purchasing a Nissan as their next vehicle
WHAT WE DISCOVERED •
Toyota owns top-of-mind awareness.
•
Nissan has low advertising equity.
•
Target prefers foreign over domestic vehicles.
•
Emotional disconnect between innovation and Nissan.
•
Unfamiliararity with Nissan’s new models.
QUALITATIVE RESEARCH SENTENCE COMPLETION (50 RESPONDENTS)
WORD ASSOCIATION (50 RESPONDENTS)
ATRACTIVO
ATTRACTIVE
UNISEX 引人注目的 BARATO
SOFISTICADO EFFICIENT
可靠的
BORING SLEEK TECHNOLOGY
UNAFFORDABLE
ELEGANTE
DIVERTIDO
COMFORTABLE EXCITED CAREER COSTOSO OLD SCHOOL
IDEAL
EDUCATED
興奮的
FUN
UNRELIABLE
WHITE COLLAR
•
Nissan is for people who are successful.
•
Whenever I think of a Nissan model, I think sleek.
•
If you bought a Nissan today, your friends would say you’re spoiled.
乏味的 ABBURRIDO
WHAT WE DISCOVERED: Nissan drivers are perceived as smart, successful and sophisticated, yet spoiled.
PICTURE STORYTELLING (50 RESPONDENTS)
WHAT WE DISCOVERED: Unaffordable, unreliable and white-collar are associated with Nissan.
ICONOCULTURE REVIEW (3,000 RESPONDENTS)
74% want a car that is economical and easy to maintain. 71% want a vehicle that is versatile and supports their lifestyle. 54% personalize their car to reflect their individuality. 47% pay close attention to the design of their car. 42% will pay more for a car that has the latest features. WHAT WE DISCOVERED: The target wants a low-maintenance car that seamlessly fits their lifestyle.
WHAT WE DISCOVERED: The targer perceives the brand as stylish, environmentally conscious and technologically advanced.
7
THE RESEARCH QUALITATIVE RESEARCH MIND MAP (50 RESPONDENTS)
Space
FEATURES Green
Weird
Horsepower
SIGHT Sleek
Fun
Sporty
Space
TRENDY COLORFUL
ADVERTISING Good Music
FAMILY
Grand Canyon
Vegas
ROADTRIPS
MEMORIES
Horsep
Modern
NISSAN Graduation Present
FE
UNREALISTIC
INNOVATION Modern
Spac
Not Memorable
Beach
CAMPING
N
SIGHT
Sleek
Fun
Sporty
Space
F
Mountains
FRIENDS
Coffee Runs
Cof Ru
First Dates
WHAT WE DISCOVERED: Nissan is associated with style, features and experiences.
8
Space
FEATURES Green
Weird
Not Memorable
UNREALISTIC TRENDY
Spac
FEA
QUALITATIVE RESEARCH DEALERSHIP INTERVIEW AND ETHNOGRAPHY (50 RESPONDENTS)
BARRIERS TO OVERCOME
Toyota and Honda dominate top-of-mind awareness.
WHAT WE DISCOVERED: Multicultural Millennials are most comfortable buying from people they can identify with.
LISTENING-IN-ONLINE (1,250 RESPONDENTS)
Nissan is misunderstood by the target.
Nissan has low advertising equity.
There is a weak emotional tie between innovation and Nissan.
There is a disconnect between Nissan and its new models they carry.
WHAT WE DISCOVERED: Reliability issues are a popular online topic.
9
TARGET The target is called “ Transculturals” because they fluidly move from one culture to another. Transculturals share universal truths yet maintain cultural differences.
FAMILY HISPANIC Hispanic-Americans are culturally linked to Nissan, given its popularity in Mexico.
TRADITION
PRIDE CULTURE
FINANCIAL SECURITY
AUTHENTICITY
EDUCATION
AMBITION
CHINESE Chinese-Americans prefer Japanese cars with Toyota and Honda being their leading choices.
PASSION
SHARED VALUES
AUTHENTICITY AMBITION PASSION
CONFIDENCE
STYLE
COMMUNITY
SECURITY
INDEPENDENCE TREND SETTING
SHARED CHALLENGES
BUDGETS TIME CONSTRAINTS STEREOTYPES
AFRICAN-AMERICAN African-Americans prefer Nissan’s style, but often find it unaffordable.
10
GEOGRAPHY Twelve opportunity markets have been selected based on penetration of Transculturals for special support. A national umbrella campaign will support all markets. DMA MARKET LIST
% of US
1. Atlanta 2. Chicago 3. Dallas / Ft. Worth 4. Houston 5. Los Angeles 6. Miami / Ft. Lauderdale 7. New York 8. San Francisco / Oakland 9. Washington, D.C. 10. Phoenix 11. Orlando 12. San Diego
1.6 3.0 2.1 1.7 5.0 1.4 7.4 2.3 1.2 .95 1.5 0.8
TOTAL
29.0%
% of Transculturals 2.6 4.6 3.8 3.8 9.2 2.8 10.3 3.9 3.0 2.2 2.3 1.9 50.4%
Penetration Index 163 153 181 224 184 200 139 170 250 232 153 238 174
7 2 9
8
5 12
1
10
3 4
11
6
11
BRAND DESTINATION This reveals the emotional connection behind the Innovation for All campaign.
CONSUMER INSIGHT
“ “ MY CAR IS AN EXPRESSION OF WHO I AM ””
12
THE BIG IDEA
HUMAN TRUTH
“I am what I drive.”
+
BRAND TRUTH Gives consumers the freedom to own a car that fits their personality.
NISSAN MAKES IT...
POSSIBLE. WHY THE IDEA WORKS It highlights the universal truth that freedom means it’s possible.
13
CAMPAIGN The creative strategy builds directly on the Innovation for All platform by unlocking the emotional benefit. By giving consumers access to innovation, Nissan makes it possible to express themselves. NISSAN POSSIBLE Nissan is democratizing innovation. By giving consumers access, it opens up their world. Nissan makes it possible. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan relevant to Transculturals’ everyday lives. EXECUTION IDEA The campaign uses symbols to tell stories and connect Transculturals to Nissan and its brands. This approach is unique in the automotive category. It maintains brand consistency by not using spokespeople or celebrities in the advertising. WHY THE IDEA WORKS Symbols have universal meaning. They are adaptive to any culture or advertising situation. Symbols add an iconic imagery to Nissan’s advertising equity. They are timeless yet timely.
ART DIRECTION The campaign uses symbols in a variety of ways to link Transculturals with Nissan brands. Advertising follows brand guidelines of using bold and bright colors. The checkerboard style grid is used to extend Nissan’s brand equity. CALL TO ACTION The campaign directs Transculturals to the Nissan Possible campaign microsite. Transculturals are invited to engage, shop or connect to a local Nissan dealer. INNOVATION FOR ALL Innovation for All is featured on all advertising to support each models’ innovation concept. SHIFT THE WAY YOU MOVE “Shift the way you move” mirrors how Nissan can help you shift something positive in your life. That is why we use “Shift your as the link between innovation and human emotion. COPY / LANGUAGE This campaign is adaptable to any language and culture. Copy is tailored to the predominant language of each media vehicle. For example, a print execution in Latina will be in Spanish. QR CODES QR codes provide stories behind each symbol and direct Transculturals to the campaign microsite.
14
”
CREATIVE WORK PLAN
FROM | TO
WHY ARE WE ADVERTISING? To help Nissan build awareness and lasting
Product Unattainable All
People
favorability among Multicultural Millennials. WHOM ARE WE ADVERTISING TO?
Aspirational
Transculturals, including Hispanic, African
Me
WHAT DO THEY CURRENTLY BELIEVE?
American and Chinese.
Nissan is stylish, yet it doesn’t always have the
Car Company
Caring Company
cars that fits their lifestyle. WHAT DO WE WANT THEM TO THINK? Nissan brings innovation to the masses with popular cars that fit everyone’s lifestyle.
“ Our campaign builds on the Nissan brand story. Every piece of communication clarifies the brand.
Every model ladders up to the brand. It is always Nissan...
or N Through A to Z ”
WHAT IS THE MOST IMPORTANT THING TO SAY? Nissan makes it possible to find the perfect car that symbolizes my personality. WHAT TONE DO WE WANT TO TAKE? Fun, friendly and engaging. MANDATORIES Nissan logo, Innovation for All and QR Codes.
Phillip O’Connor, Nissan AAF National Student Conference Washington D.C.
15
PAID | EARNED | OWNED
Paid Media allows Nissan to such and such by such and such . <<NEED THIS HERE OBJECTIVES • • •
90% reach/12x average frequency per month. Provide additional support to 12 opportunity markets. Support key sales periods and events.
7.5-second Bookends TiVo Proof
STRATEGY • • • •
Use traditional, non-traditional and digital media. Use local media and promotions to support opportunity markets. Schedule support with emphasis leading into key sales events. The campaign will be adjusted based on market and media dynamics.
:7.5
:30
:30
Commercial Break NATIONAL TELEVISION | ENGLISH LANGUAGE WHAT: :7½ bookend and :15 primetime commercials on selective programs on 8 broadcast and cable networks. WHY: Programs have 50% or more Transcultural audience composition. HOW MANY: 700 million impressions HOW MUCH: $14,000,000 NETWORKS: CW, MyNetworkTV, MTV, VH1, Ovation TV, FOX Soccer Channel, BET, TV One
NATIONAL TELEVISION | IN LANGUAGE WHAT: :7½ bookend and :15 commercials on 5 broadcast and cable networks. WHY: Networks tailored to individual language and viewership. HOW MANY: 425 million impressions HOW MUCH: $8,500,000 NETWORKS: Chinese: TVB8, TVBS
16
Spanish: Univision, Telemundo, Si TV
:15
:7.5
NATURAL
Open with Possible.
Cut to Natural. V.O.: Natural.
Cross-fade to tree, looking still like a painting.
Pan right to car, petals fall into the frame. S.F.X.: Gentle Breeze
Cut to Shift Your Perception. V.O.: Shift your perception.
Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible.
Cut to Save. V.O.: Save.
Cross-fade to money falling into shot from the top of the screen. S.F.X.: Fluttering paper.
Car speeds through the money, scattering the bills. S.F.X.: Speeding car, paper fluttering more aggressively.
Cut to Shift Your Investment. V.O.: Shift your investment.
Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible.
Cut to Sing. V.O.: Sing.
Cross-fade to microphone, pan camera around 180 degrees. S.F.X.: Subtle feedback.
Cross-fade to car.
Cut to Shift Your Stage. V.O.: Shift your stage.
Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible.
SAVE
Open with Possible.
SING
Open with Possible.
17
PAID | EARNED | OWNED PRINT | MAGAZINE WHAT: 56 full-color spreads in 8 magazines WHY: 60% or more Transcultural readership HOW MANY: 195 million impressions HOW MUCH: $5,900,000
AFRICAN AMERICAN Vibe: 5 spreads: $668,000 Source: 6 spreads: $283,000 Essence: 12 spreads: $2,400,000 CHINESE Hyphen: 2 spreads: $1,400 Thirteen Minutes: 6 spreads: $3,600 Audrey: 4 spreads: $24,000 HISPANIC People en Espanol: 11 spreads: $1,640,000 Latina: 10 spreads: $880,000
PRINT | COLLEGE / UNIVERSITY NEWSPAPERS WHAT: 20 half-page spread, 4-color ads in 24 college newspapers in opportunity markets WHY: 82% of college students have read their campus newspaper in the past three months HOW MANY: 30 million impressions HOW MUCH: $1,500,000
18
19
PAID | EARNED | OWNED
SEARCH ENGINE MARKETING WHAT: Build on Nissanâ&#x20AC;&#x2122;s existing SEM on Bing, Yahoo! and Google WHY: Use specific keywords to drive Transculturals to the campaign microsite HOW MANY: 333 million impressions HOW MUCH: $1,000,000 KEYWORD EXAMPLES: Nissan Possible, Innovation Station
INTERACTIVE WEBSITE BANNERS WHAT: Behaviorally targeted interactive banners on high Transcultural trafficked sites WHY: Transculturals are 2 times more likely to click on banner ads HOW MANY: 1.4 billion impressions HOW MUCH: $7,000,000 STREAMING VIDEO
20
WHAT: Behaviorally targeted pre-roll ads on YouTube and VEVO
BANNER ADS ON PANDORA & SPOTIFY
WHY: 60% of our target audience visits YouTube and VEVO at least once a
WHAT: :15 audio spots and accompanied banners
month
WHY: Most popular music-streaming platforms
HOW MANY: 348 million impressions
HOW MANY: 444 million impressions
HOW MUCH: $4,000,000
HOW MUCH: $4,000,000
Wi-Fi TRANSIT SHELTERS WHAT: 18 Wi-Fi transit shelters in 12 opportunity markets WHY: Provide free Wi-Fi access in unexpected locations to create buzz HOW MANY: 287 million impressions HOW MUCH: $4,300,000
INTERACTIVE DIGITAL MALL DISPLAYS WHAT: Interactive digital mall displays in 12 opportunity markets WHY: Interactive displays allow consumers to interact with the brand HOW MANY: 80 million impressions HOW MUCH: $2,000,000
CINEMA WHAT: :15 commercial during previews in 75 selected theaters in 12 opportunity markets WHY: Cinema advertising recall is three times greater than television HOW MANY: 135 million impressions HOW MUCH: $2,000,000
ADDED VALUE WHAT: Negotiate free banner ads on websites of purchased media WHY: Increase reach by 10% HOW MANY: 132 million impressions HOW MUCH: Free as bonus weight CONSIDERED, BUT NOT RECOMMENED WHAT: Radio WHY: Radio is highly localized and used by Nissan dealerships.
21
PAID | EARNED | OWNED
Earned Media is non-traditional media, sponsorships and events that make Nissan a part of the consumer conversation. OBJECTIVES •
• •
Create lifestyle events, promotions and sponsorships that will generate PR and social media buzz. Build ongoing partnerships that foster lasting favorability among Transculturals. Build on existing Nissan efforts to reach the community.
STRATEGIES •
• •
22
Develop events, promotions and sponsorships that have universal appeal to Transculturals. Develop partnerships that will extend the campaign. Schedule events and promotions in a phased approach to generate ongoing buzz.
MAKE YOUR MARK VIRAL VIDEO CONTEST
NISSAN POSSIBLE ARTS FESTIVAL
HOW IT WORKS
Nissan Possible arts festivals in 12 opportunity
Participants develop videos that use symbols to reveal
markets showcase local artists, musicians and vendors.
life experiences. Videos are uploaded to Nissan USA
Nissan partners with local restaurants to provide food
YouTube channel. Winners receive a new Nissan.
trucks that use Twitter to promote the festival.
WHY IT WORKS
WHY IT WORKS
Like Doritos’ Crash the Super Bowl campaign, which
This connects the Nissan brand with artistic and
achieved one billion media impressions, the viral
culinary innovators.
video contest will create opportunities to engage Transculturals.
HOW MANY: 100,000,000 HOW MUCH: $200,000
HOW IT WORKS
HOW MANY: 40,000,000 HOW MUCH: $240,000
STREET BASKETBALL TOUR
PROJECT GRAD PARTNERSHIP
HOW IT WORKS
HOW IT WORKS
Nissan will sponsor the Street Basketball Association
Partner with Project GRAD to provide Nissan Possible
competitions in 12 opportunity markets. Promotion of
scholarships to extend Nissan Neighbors program to
these events will be aired on BET.
12 opportunity markets.
WHY IT WORKS
WHY IT WORKS
Basketball has the highest sports viewership and rate
Creates positive ongoing presence in the multicultural
of participation among our target.
community.
HOW MANY: 80,000,000
HOW MANY: 130,000,000
HOW MUCH: $1,200,000
HOW MUCH: $1,000,000
NISSAN INNOVATION STATION TOUR
MEDIA PARTNERSHIPS
HOW IT WORKS
HOW IT WORKS
A mobile version of the Innovation Station travels to
Partner with Vibe to sponsor new artists that will be
malls and universities in 12 opportunity markets.
featured in the Nissan Possible Celebration of the Arts
WHY IT WORKS
tour.
Like the UK Innovation Station, which received 1.7
WHY IT WORKS
million visitors in its first 3 months. The tour will
Sponsorship generates online and social media
engage our target.
interest just like the Reebok We R Classic campaign.
HOW MANY: 120,000,000
HOW MANY: 1,400,000
HOW MUCH: $3,000,000
HOW MUCH: Included with Paid Media.
NISSAN ENTERPRISE PARTNERSHIP HOW IT WORKS Nissan will be the exclusive provider for WeCar on military bases and college campuses.
WHY IT WORKS Capitalizes on the growing car-sharing trend.
HOW MANY: 1,330,000 HOW MUCH: Negotiate with Enterprise.
23
PAID | EARNED | OWNED
Owned Media allows Nissan to create an online destination experience by controlling the channels. OBJECTIVES • •
Increase the number of NissanUSA Web site visits among Transculturals by 10 percent. Increase time spent with Nissan’s online channels by 15 percent.
NISSAN ONLINE DESTINATION EXPERIENCE The “Nissan Possible” microsite is the hub for the campaign and will link to NissanUSA.com. It will have a home page with symbols.
When users click on a symbol, they are taken to a landing page that highlights a car model and its symbol.
POSSIBLE. VERSA
Home
What’s New
Test Drive
Submit a story
INNOVATION FOR ALL
SHIFT_ your music. Starting at $10,990 + 109-hp 1.6-liter + 4-cylinder engine + 30 city MPG + 38 hwy MPG Six Standard air bags Anti-lock Braking System CD audio system with auxiliary audio input jack Stretch things out - VERSA has class-leading legroom
24
PAID | EARNED | OWNED RECOMMENDED CHANGES TO THE NISSAN BRAND EXPERIENCE
PINTEREST PAGE HOW IT WORKS Nissan will extend the “Possible” campaign on the photo-sharing Web site Pinterest.
WHY IT WORKS Ties into fastest site in history to break through the 10 million unique visitor mark.
AUGMENTED REALITY APP HOW IT WORKS A mobile application that lets potential buyers virtually see their favorite Nissan model in their driveway.
WHY IT WORKS Millennials are 28 percent more likely to own a smartphone.
YOUTUBE PAGE HOW IT WORKS
FACEBOOK PAGE HOW IT WORKS Develop a simulation game where players build and manage their own virtual Nissan car dealerships.
WHY IT WORKS 80% of Facebook users play simulation games.
Nissan’s YouTube page will make it easy for Transculturals to share their stories.
WHY IT WORKS Over 4 billion YouTube videos are viewed daily.
25
PAID | EARNED | OWNED NISSAN CONQUEST PROGRAM Nissan will capitalize on the opportunity to take market share directly from the flagging Toyota and Honda brands.
HOW IT WORKS Customized invitations containing personalized URLs (PURLs) will be mailed to targeted Honda and Toyota owners who have vehicles that are at least five years old. Users will be offered special incentives to switch to Nissan.
WHY IT WORKS PURL programs have proven to be 50 percent more effective than other incentive-based programs.
WHAT IT COSTS $500,000.
26
POSSIBLE.
Maria Lopez 1234 Any Street Chicago, IL 60657
POSSIBLE. Congratulations, Maria! You can now trade in your Toyota and earn up to $2,000 towards a new Nissan of your choice. Log on to your customized Nissan Web site bit.ly/n6kkLA to access your personal discounts and get exclusive information on our newest car models.
THE DEALERSHIP EXPERIENCE Transculturals dread the dealership visit. “Nissan Possible” makes it fun and interactive.
DEALERSHIP KIOSK
COLLATERAL
HOW IT WORKS
Each car model has print materials that uses symbols to link with product benefits.
Interactive kiosks will feature symbols that correspond with Nissan cars. Users can schedule test drives, view car specs and learn about Nissan’s financing options.
NAMETAGS FOR STAFF Makes the sales associate an embassador for the campaign.
WHY IT WORKS The digital kiosk puts Transculturals in control of the shopping experience. 55 percent say negotiating a car purchase is worse than visiting the dentist.
27
THE TIMELINE
Category Sales (2011) Sales Events
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
6.9%
7.3%
6.9%
8.1%
8.8%
8.9%
7.9%
8.1%
9.7%
6.9%
8.9%
11.6%
Tent Sale
1
8 15 22 39 6 13 20 27 3 10 17 24 1
8 15 22 29 5 12 19 26 2
Bottom Line Sales Event
Most Wonderful Sale of the Year
Tent Sale Memorial Day Independence Day
Holidays Weeks
Apr-13
Labor Day
Thanksgiving
9 16 23 30 7 14 21 28 4 11 18 25 2
Christmas
New Year/MLK
TOTAL
Impressions
Cost ($)
Chinese New Year
9 16 23 30 6 13 20 27 3 10 17 24 3 10 17 24 31
PAID MEDIA Television: 7.5 bookends/ 15-second 8 English Language Networks 5 In Language Networks Print: Spread and 1/2 spread, 4-color 8 Magazines 24 College Newspapers Digital SEM Interactive Website Banners Vevo and YouTube Pre-roll Pandora + Spotify Added Value - Media Banners Outdoor: 12 Opportunity Markets Wi-Fi Transit Shelters Interactive Digital Mall Displays Cinema: 12 Opportunity Markets 15-second / 75 theaters
700,000,000 425,000,000
14,000,000 8,500,000
195,000,000 30,000,000
5,900,000 1,500,000
333,000,000 1,400,000,000 34,800,000 444,000,000 132,000,000 *
1,000,000 7,000,000 4,000,000 4,000,000
287,000,000 80,000,000
4,300,000 2,000,000
135,000,000
2,000,000
100,000,000
200,000
40,000,000 80,000,000 120,000,000
2,000,000 1,200,000 3,000,000
EARNED MEDIA Viral Video Contest Nissan Possible - Make Your Mark Promotional Events Nissan Possible Arts Festival Street Basketball Tour Innovation Station Tour Partnerships VIBE Enterprise We-Car Project Grad / Nissan Neighbors
1,400,000 ** 1,330,000 *** 30,000,000
1,000,000
OWNED MEDIA Digital NISSAN Web Experience Conquest Program (PURL) Wheel n' Deal Facebook Game YouTube Channel Pinterest Page Augmented Reality App Dealership Kiosk Collateral
20,000,000 500,000 500,000 550,000 250,000 300,000
500,000 500,000 233,000 225,000 25,000 250,000
20,000,000 1,100,000
1,650,000 5,517,000
OTHER LINE ITEMS Production Agency Fee Contingency
17,000,000 7,500,000 5,000,000 4,611,730,000
* ** ***
28
These will be added as bonus weight with our paid media m Funded under paid media Cost to be negotiated with Enterprise
100,000,000
23058 Annual GRPs Monthly: 95% Reach/ 20 avg. frequency
RETURN ON INVESTMENT BUDGET The $7.5 million agency fee is an estimate of the hours it will take to provide Nissan with a dedicated team of management, planning, creative, media, public relations, production, traffic, social media and digital development. Cougar Concepts will review agency hours with Nissan on a semi-annual basis to make adjustments to the fee accordingly.
RETURN ON INVESTMENT The plan reaches 90% of Multicultural Millennials with a compelling message. If only 15% of those who are aware of the advertising make a purchase, an additional $6.7 billion of annual revenue will be generated. The result is $66 of revenue for every $1 spent on advertising.
$100 MILLION TOTAL BUDGET PRINT
7.4%
8.3 %
CONTINGENCY
24.9%
7 .4 %
SPONSORSHIP
OUT-OF-HOME
%
AGENCY FEE
PRODUCTION
8. 3
DIGITAL
22 .5 % TELEVISION
*Nissan Purchase Funnel and ROI Calculation â&#x20AC;˘ Market share goal is to increase from 13% to 18% for our target. The case study has 13% market share which equates to 200,000 units. An 18% market share would equate to 300,000 units. The target market is 20 million. Reaching 90% would be 18 million. If 50% consider Nissan that would be 9 million. If 10% visit a dealership and test drive a car that would be 900,000. If 1 out of 3 are converted to a purchase that would be 300,000 units sold. â&#x20AC;˘ Return on investment is calculated by 300,000 units multiplied by an average $22,300 per car which equates to $6.7 billion. The advertising budget of $100 million would be 1.5% of sales. This is less than the 2.1% A to S ratio cited in the latest Nissan annual report. This is $333 of advertising per unit sold which is less than the normal $500 per unit sold. $6.7 billion in sales is $66 in sales for every $1 of advertising.
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CAMPAIGN EVALUATION AND FUTURE THOUGHTS PRE-TESTING (N=100) The campaign has been pre-tested with Transculturals as well as other millennials on likeability, uniqueness and motivation. Testing confirmed the campaign is unique and will motivate consumers to shop Nissan. 80%
1. LIKEABILITY 2. UNIQUENESS 3. MOTIVATION
60%
40%
20%
% that scored 8 to 10/10
POST-TESTING Cougar Concepts will measure the market effectiveness of the campaign through: •
A post-wave to the benchmark awareness, attitude and usage study
• • • • •
The number of impressions in the connection plan schedule The response to the Conquest program The number of leads to the Nissan Possible microsite The number of fans generated by social media The number of attendees to Nissan Possible events
COUGAR CONCEPTS ASKS YOU TO PROVIDE MEASURES OF: • Overall sales for the target • The number of leads to Nissan USA from the campaign microsite • Sales from the Conquest program • Dealership satisfaction of the overall campaign The campaign will be closely monitored so adjustments to media and markets can be optimized.
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FUTURE THOUGHTS This campaign initiates a movement of empowerment that guides Nissan to reach its fiscal 2014 Power 88 goals of 8% global market share and 8% corporate profit margin. FINAL THOUGHTS By democratizing innovation, Nissan makes it possible for consumers to express themselves. This simple insight reveals the emotional power of Nissan’s Innovation for All campaign. We connect this idea to Transculturals by using symbols that tell stories. This campaign is fully integrated and adds to the equity of the Nissan brand. Cougar Concepts is confident this plan will meet and even exceed your objectives. Together, we make it Nissan Possible. Thank you. When can we start?
Nissan Authorization
APPENDIX
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THE TEAM
Accounting Director: Scott Gilbert Traffic Director: Jeanette Dickie Plans Book Art Director: Calvin Hart Isabelle Chabrier
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Plans Book Editor: Kim Guel Account Planning: Zac Fox Randy Cantu Kristyna Lewison Anjali Alexander Nataly Vega
Creative Team: Dwayne Oâ&#x20AC;&#x2122;Brien Ali Parmar Joe McKinney Joseph Jass Christie Nguyen Ari Diozon Lisa Liu Lainee Hooks
Media Planning: Mike Le Tarah Davison Marketing: Candace Queen Dustin Kalman Owned Media: Henry Lee
Public Relations: Jamie Sexton Fahima Al-Uqdah Carmina Valtre Adriana Farias Ginne Carrillo
Fundraising : Ginne Carrillo Appendix: Lainee Hooks Professors: Larry Kelley Rosario Laudicina
THE SPONSORS
DIAMOND • Friends of the University of Houston Advertising • Valenti School of Communications • Lopez Negrete Communications, Inc. • Western Lithograph • Media Comp PLATINUM • Advertising Education Foundation of Houston • FKM GOLD • Carrillo Auto Sales • Quality Claims Service • JF&A, LLC • Compass Adjusting Services • Triangle Entertainment, Inc • Patrick & Sheliah Fox • Brian Lewison SILVER • Diego Farias • Mr. and Mrs. James Queen Jr. • Brittany Livezey • Herbert & Jill Kalman • Amina’s Business Service Center • Sharon & Ron Sexton • Christeen Giblin • Joe & Esmeralda Jass • Terese Doria • Richard Hooks • Conrad & Lisa Dizon • Noble & Carleen O’Brien • Do Le & Hanh Nguyen • Reynaldo & Juanita Cantu • Tim & Rene Davidson • Ideal Adjusting • Jenina Hernandez
BRONZE • Jonah Sanders • Camille Bryan • DJ Stout • Q-Temps • Jim Barbee • Hanh Nguyen • The Littleton Group • Robert & Jennifer Reicheck • Miriam & Bobby Friedman • Azderco PC Repair • Primerica • Larry Bownds • James Haily