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NISSAN CAMPAIGN PROPOSAL
NSAC PLANS BOOK MASTER2.indd 1
2
EXECUTIVE SUMMARY
3
OBJECTIVES
4
NISSAN BRAND
5
COMPETITION
6
RESEARCH
10
TARGET
11
GEOGRAPHY
12
BRAND DESTINATION
13
BIG IDEA
14
CAMPAIGN
16
PAID MEDIA
22
EARNED MEDIA
24
OWNED MEDIA
28
TIMELINE
29
RETURN ON INVESTMENT
30
EVALUATION
31
APPENDIX
32
TEAM
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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 discover 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 Chinese, Hispanic and AfricanAmericans. 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 on the Innovation for All platform by highlighting the emotional benefit. Nissan makes it easy for consumers to express themselves by giving them access to innovation. 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 This 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 encompassing all consumer touchpoints. It uses broadcast, digital, print, promotions and sponsorships in fun, engaging and innovative ways. NISSAN EXPERIENCE The campaign makes the Nissan brand more engaging and transforms 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.
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OBJECTIVES The challenge is to develop a fully-integrated marketing communication campaign to increase Nissan’s domestic 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 MILLENNIALS 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 a 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 Vehicle shortages driven by the Japanese earthquake have caused new cars to be priced at or below used car prices for the first time in history. AVAILABLE CREDIT Historically low interest rates and readily-available credit. EXCITING INNOVATIONS Automakers are adding more advanced technological features to new car models making them attractive to the consumer. ECONOMIC UNCERTAINTY Rising energy costs and slow economic expansion are the key barriers to achieving significant industry growth.
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NISSAN BRAND Nissan is positioned to capitalize on category growth. Nissan grew by 25% in 2011 while Toyota and Honda lost ground.
EXTERNAL
INTERNAL
HELPFUL
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 for Multicultural Millennials.
•
Growing purchasing power among Multicultural Millennials.
•
Global profits reduced by strong yen.
•
Toyota and Honda have decreasing market share.
•
Rising gas prices.
•
Economic uncertainty.
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COMPETITION Automakers compete largely on new technology, style and price. Nissan must bring innovation to an emotional level to set itself apart from established Multicultural Millennial programs and celebrity-driven campaigns. “CHEVY RUNS DEEP.” • • •
3,084 dealerships Targets first-time car buyers by testing new cars at high school and college campuses New Chevrolet MyLink technology connects to smartphones
“NEW THINKING. NEW POSSIBILITIES.” • • •
820 dealerships Targeted millennial campaign using headlines like “asphalt boom box” and “uber drive” Applying holographic displays and solar cell technologies
“MOVING FORWARD.” • • •
1,233 dealerships Markets to Hispanic and Asian-Americans by using novelas and Japanese animation Pre-collision systems with avoidance assistance
“THE POWER OF DREAMS.” • • •
1,034 dealerships Targeted “LeapList” 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 that has charity tie-in with the Tom Joyner Foundation New Sony sound systems and blind-spot information technology
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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 storytelling, 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”
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.
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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 target perceives the brand as stylish, environmentally conscious and technologically advanced.
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RESEARCH QUALITATIVE RESEARCH MIND MAP (50 RESPONDENTS)
Spacious
F AT FEAT ATUR TU UR U RES R ES S Green
Weird UNREALISTIC
INNOVATION Horsepower
Modern
Sporty
TRENDY COLORFUL
ADVERTISING Good Music
NISSAN
SIGHT Sleek
Fun
Graduation Present
FAMILY
Coffee Runs
Grand Canyon
Vegas
ROADTRIPS
MEMORIES FRIENDS
Not Memorable
Beach
CAMPING Mountains
First Dates
WHAT WE DISCOVERED: Nissan is associated with style, features and experiences.
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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.
Taget lacks clear perception of Nissan.
LISTENING-IN-ONLINE (1,250 RESPONDENTS)
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.
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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 top choices.
PASSION
SHARED VALUES
AUTHENTICITY AMBITION PASSION
CONFIDENCE
STYLE
COMMUNITY
SECURITY
INDEPENDENCE
SHARED CHALLENGES
TREND-SETTING
BUDGETS TIME CONSTRAINTS STEREOTYPES
AFRICAN-AMERICAN African-Americans prefer Nissan’s style, but often find it unaffordable.
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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
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BRAND DESTINATION This reveals the emotional connection behind the Innovation for All campaign.
CONSUMER INSIGHT
“ “ MY CAR IS AN EXPRESSION OF WHO I AM ””
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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.
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CAMPAIGN The creative strategy builds on the Innovation for All platform by highlighting 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’ 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 model’s innovation concept. TAGLINE “Shift your ” is the recommended evolution of Nissan’s tagline “Shift the way you move.” This provides a stronger emotional link between the brand and the consumer. “Shift your ” mirrors how Nissan helps Transculturals shift something positive in their life. 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.
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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 Chinese, Hispanic and
Me
WHAT DO THEY CURRENTLY BELIEVE?
African-Americans.
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.
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PAID | EARNED | OWNED The Connection Plan consists of three media categories: paid, earned and owned. Paid media is traditional media that is purchased on behalf of Nissan to activate the brand funnel. 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 12 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
:15
:7.5
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
Spanish: Univision, Telemundo, Si TV
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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.
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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 university & community college newspapers in 12 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
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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, Shift your <->
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 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
WHAT: :15 audio spots and accompanied banners
once a 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
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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 RECOMMENDED WHAT: Radio WHY: Radio is highly localized and used by Nissan dealerships.
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PAID | EARNED | OWNED Earned Media is non-traditional media, sponsorships and events that make Nissan a part of the consumer conversation. MAKE IT POSSIBLE VIRAL VIDEO CONTEST
NISSAN POSSIBLE ARTS FESTIVAL
sponsorships that will generate PR and social
HOW IT WORKS
Nissan Possible arts festivals in 12 opportunity
media buzz.
Participants develop videos that use symbols to reveal
markets showcase local artists, musicians and vendors.
Build ongoing partnerships that foster lasting
life experiences. Videos are uploaded to NissanUSA
Nissan partners with local restaurants to provide food
favorability among Transculturals.
YouTube channel. Winners receive a new Nissan.
trucks that use Twitter to promote the festival.
Build on existing Nissan efforts to reach the
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.
OBJECTIVES •
• •
Create lifestyle events, promotions and
community.
STRATEGIES •
Develop events, promotions and sponsorships that have universal appeal to Transculturals.
•
video contest will create opportunities to engage Transculturals.
HOW MANY: 100,000,000 impressions
HOW IT WORKS
HOW MANY: 40,000,000 impressions HOW MUCH: $240,000
HOW MUCH: $200,000
Develop partnerships that will extend the campaign.
•
Schedule events and promotions in a phased approach to generate ongoing buzz.
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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 impressions
HOW MANY: 130,000,000 impressions
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
WHY IT WORKS
Arts 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”
HOW MANY: 120,000,000 impressions HOW MUCH: $3,000,000
campaign.
HOW MANY: 1,400,000 impressions 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 impressions HOW MUCH: Negotiate with Enterprise.
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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%. Increase time spent with Nissan’s online channels by 15%.
NISSAN ONLINE DESTINATION EXPERIENCE The “Nissan Possible” microsite is the hub for the campaign and will link to NissanUSA.com.
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
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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 Pinterest is the fastest site in history to reach 10 million unique visitors.
AUGMENTED REALITY APP
YOUTUBE PAGE
HOW IT WORKS
HOW IT WORKS
A mobile application that lets potential buyers virtually see their favorite Nissan model in their driveway.
Nissan’s YouTube page will make it easy for Transculturals to share their stories.
WHY IT WORKS Millennials are 28% more likely to own a smartphone.
WHY IT WORKS FACEBOOK PAGE
Over 4 billion YouTube videos are viewed daily.
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.
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PAID | EARNED | OWNED NISSAN CONQUEST PROGRAM Nissan will capitalize on the opportunity to take market share from Toyota and Honda.
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.
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.
WHY IT WORKS PURL programs have proven to be 50% more effective than other incentivebased programs.
WHAT IT COSTS $500,000.
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THE DEALERSHIP EXPERIENCE Transculturals dread the dealership visit. “Nissan Possible” makes it fun and interactive.
DEALERSHIP KIOSK
COLLATERAL
HOW IT WORKS
Each car model has print materials that use symbols to link with product benefits.
Interactive kiosks will feature symbols that correspond with Nissan cars. Users can schedule test drives, view car specs and learn about Nissan’s financing options.
NAMETAGS FOR STAFF Makes the sales associate an ambassador for the campaign.
WHY IT WORKS The digital kiosk puts Transculturals in control of the shopping experience. 55% say negotiating a car purchase is worse than visiting the dentist.
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TIMELINE
Category Sales (2011) Sales Events
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
6.9%
7.3%
6.9%
8.1%
8.8%
8.9%
7.9%
8.1%
9.7%
6.9%
8.9%
11.6%
New Year/MLK
Chinese New Year
Tent Sale
1
8 15 22 39 6 13 20 27 3 10 17 24 1
8 15 22 29 5 12 19 26 2
Bottom Line Sales Event
Most Wonderful Sale of the Year
Tent Sale Memorial Day Independence Day
Holidays Weeks
Apr-13
Labor Day
Thanksgiving
9 16 23 30 7 14 21 28 4 11 18 25 2
Christmas
TOTAL
Impressions
Cost ($)
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 Make It Possible 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
* ** ***
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
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RETURN ON INVESTMENT
BUDGET The $7.5 million agency fee is an estimate of
$100 MILLION TOTAL BUDGET
the hours it will take to provide Nissan with a dedicated team of management, planning,
creative, media, public relations, production,
7.4%
traffic, social media and digital development. Cougar Concepts will review agency hours adjustments to the fee accordingly.
AGENCY FEE
17 .0 %
PRODUCTION
CONTINGENCY
RETURN ON INVESTMENT
of those who are aware of the advertising
SPONSORSHIP
5.0 %
24.9%
Millennials with a compelling message. If 15%
7 .4 %
The plan reaches 90% of Multicultural
7.5 %
OUT-OF-HOME
%
with Nissan on a semi-annual basis to make
8. 3
make a purchase, an additional $6.7 billion of
DIGITAL
revenue will be generated. The result is $66 of revenue for every $1 spent on advertising.
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
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 your objectives. Together, we make it “Nissan Possible.” Thank you. When can we start?
Nissan Authorization
COUGAR CONCEPTS ASKS YOU TO PROVIDE MEASURES OF: • Overall sales for the target • The number of leads to NissanUSA from the campaign microsite • Sales from the Conquest program • Dealership satisfaction of the overall campaign The campaign will be closely monitored so that adjustments to media and markets can be made.
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APPENDIX Interviews Baker, Brad. Baker Nissan, Houston. 23 Jan 2012. Bencomo, Anadeli. Personal Interview. 21 Feb 2012. Conyers, James. Personal Interview. 25 Jan 2012. Foldvari, Gustavo. “The Hispanic Millennial: An Insightful View into Their Lives.” NSAC Team Meeting. Lopez Negrete Communications. Houston. 12 Jan 2012. Lecture. Islam, Ahmad. “Targeting Multicultural Audience.” NSAC Team Meeting. Common Ground. University of Houston, Houston. 14 Feb 2012. Lecture. O’Connor, Philip. AAF-Student Conference. AAF. National Association of Homebuilders, Washington D.C.. 10 Oct 2011. Keynote. Zou, Yali. Personal Interview. 06 Feb 2012. NSAC Research Partners Ad-ology Experian Simmons Gettyimages Nielsen SRDS Articles Boudette, Neal, and Mike Ramsey. “U.S. Car Sales Rise Again.” Wall Street Journal. 02 Nov 2011: B3. Print. Krisher, Tom. “Automakers Shift into High.” Houston Chronicle [Houston] 03 Jan 2012, B2. Print. Ramsey, Mike., and Yoshio Takahashi. “Car Wreck: Honda and Toyota.” Wall Street Journal. 01 Nov 2011: B1. Print. Ramsey, Mike, and Sharon Terlep. “Car Sales Rise on Discounts.” Wall Street Journal. 04 Oct 2011: B2. Print. Online Articles “Army and Airforce Exchange Service, Enterprise Rent-A-Car Bring Car Sharing to U.S. Military Bases.” Enterprise Holdings. 10 Nov 2011. Web. 15 Mar. 2012. Brodesserakner, Claude. “Chevy’s First Hispanic Film Integration Deal Spawns a Hit.” AdvertisingAge. 06 Sep 2007. Web. 15 Mar. 2012. <http://adage.com/article/madisonvine-news/ chevy-s-hispanic-film-integration-deal-spawns-a-hit/120281/>. “College Students Addicted to College Newspapers.” MarketingVOX. MarketingVOX, 04 Jun 2008. Web. 15 Mar 2012. <http://www.marketingvox.com/college-students-addicted-to college-newspapers-039002/>. “Enterprise Brings Car Sharing to U.S. Military Bases.” Auto Rental News. 14 Nov 2011. Web. 15 Mar. 2012. Fetto, John. “Power Trip Asians increase their buying power in the U.S. market..” AdvertisingAge. 01 Dec 1999. Web. 15 Mar. 2012. <http://adage.com/article/ american-demographics/power-trip-asians-increase-buying-power-u-s-market/42913/>. Halpert, Julie. “Hyundai Marketing Boss: We’re Not Just a ‘Left-Brain Choice’.” AdvertisingAge. 10 Oct 2011. Web. 15 Mar. 2012. <http://adage.com/article/news/ hyundai-marketing-boss-a-left-brain-choice/230305/>. Harper, Brian. “Big 3 make strong comeback.” National Post. 21 Feb 2012: n. page. Web. 15 Mar. 2012. <http://life.nationalpost.com/2012/02/21/big-3-make-strong-comeback-in-the-game-of selling-cars/>. Hirsch, Jesse. “The Food Truck Revolution Revs Up, With a Little Help.” New York Times. 01 Oct 2011. Web. 15 Mar. 2012. <http://www.nytimes.com/2011/10/02/us/the-food-truck-revolution revs-up-with-a-little-help.html?_r=2&pagewanted=all>. Imada, Bill. “Don’t Be So Quick to Dismiss Power of Asian Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. <http://adage.com/article/news/quick-dismiss-power-asian-con sumers/146385/>. Kageyama, Yuri. “Toyota’s New Pre-Crash Technology Directs Steering.” ABC News. 21 Jul 2011. Web. 15 Mar. 2012. <http://abcnews.go.com/Technology/wireStory?id=14122323>. Moran, Charlie. “How Honda’s Using Hip-Hop to Spread the Word About Savings.” AdvertisingAge. 05 Mar 2009. Web. 15 Mar. 2012. “Next Generation Of Minorities Focus Of Community Involvement Study.” Minority News. 15 Mar 2012. Web. 15 Mar. 2012.
Rowinski, Dan. “Breaking Down the Most Used Android Apps by Age Demographic.” Read Write Web. 12 Dec 2011. Web. 15 Mar. 2012. <http://www.readwriteweb.com/archives/ breaking_down_the_most_used_android_apps_by_age_de.php>. Slutsky, Irina. “’Urban’ Trope Misses a Large Swath of Black Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. <http://adage.com/article/news/marketing-urban-misses-a-large swath-black-consumers/146371/>. Stoute, Steve. “Targeting Millennials? You Have to Think Outside the Traditional Color Lines.” AdvertisingAge. 17 Oct 2011. Web. 15 Mar. 2012. <http://adage.com/article/guest columnists/traditional-color-lines-targeting-millennials/230497/>. Van Wageningen, Ellen. “GM focusing marketing strategy on first-time buyers.” Vancouver Sun. 09 Jan 2012. Web. 15 Mar. 2012. <http://www.vancouversun.com/cars/ focusing marketing strategy first time buyers/5970089/story.html>. Wentz, Laurel. “Scott’s, Target, Ford Score ANA Multicultural Excellence Awards.” AdAge Hispanic. 08 Nov 2011. Web. 15 Mar. 2012. <http://adage.com/article/hispanic-marketing/ scott-s-target-ford-score-ana-multicultural-excellence-awards/230880/>. Wentz, Laurel. “Toyota Brings We Are Many Social Media Effort to Telemundo Novela.” AdAge Hispanic. 15 April 2011. Web. 15 Mar. 2012. <http://adage.com/article/hispanic-marketing/ toyota-brings-somos-muchos-effort-telemundo-novela/227019/>. Web Sources “2012 Fusion.” The Official Site of Ford Vehicles. Ford, n.d. Web. 15 Mar 2012. <http://www.ford.com/ cars/fusion/features/Feature13/>. “Audience and Demographics.” Vevo. VEVO, n.d. Web. 15 Mar 2012. <http://www.vevo.com/About/ Demographics>. “Audrey Magazine Media Kit.” Audrey Magazine. James Ryu, 2010. Web. 15 Jan 2012. <www.audreyshops.com/docs/mediakit.pdf>. “Automotive Industry Survey - Millennial’s Technology Preferences.” Microsoft News Center. Microsoft, May 2010. Web. 15 Mar 2012. <www.microsoft.com/presspass/ 05-27WakefieldAnalysisResults.ppt>. Bhargava, Rohit. “Honda Masters The Art of Marketing Timing.” Influential Marketing Blog. Influential Marketing, 23 Jan 2012. Web. 15 Mar. 2012. <http://www.rohitbhargava.com/2012/01/ honda-masters-the-art-of-marketing-timing.html>.
Lee, Rainie. The State of Millennials. 2011. Slide Show. Pew InternetWeb. 15 Mar 2012. <http://pewinternet.org/Presentations/2011/Jul/Millennials.asp&xgt;>. “Millennials: A Portrait of Generation Next.” Pew Social Trends. Pew Research Center, Feb 2010. Web. 15 Mar 2012. <http://pewsocialtrends.org/assets/pdf/millennials-confident-connected- open-to-change.pdf>. “New Technology.” Hyundai Motor company. Hyundai, 2012. Web. 15 Feb 2012. <http://worldwide. hyundai.com/WW/Innovation/Technology/NewTechnology/index.html>. “News Releases.” Toyota USA Newsroom. Toyota, n.d. Web. 15 Mar 2012. <http://pressroom.toyota. com/releases/toyota feature technology safety innovations 2012 chicago auto show.htm>. “Pandora.com Traffic and Demographic Statistics.” Quantcast. 2012. Web. 15 Mar 2012. <http://www.quantcast.com/pandora.com>. “People en Espanol Media Kit.” PeopleenEspanol.com. 2012. Web. 15 Mar 2012. <http://www.peopleenespanol.com/static/mediakit/rates.html>. “Reaching Your Audience on YouTube.” YouTube. YouTube, n.d. Web. 15 Mar 2012. <http://www.youtube.com/advertise/demographics.html>. “Sales Reports.” Official U.S. Media Newsroom. Nissan and Infinity, 2012. Web. 15 Mar 2012. <http://nissannews.com/newsroom/59/202/sales-reports>. “Spotify.com Traffic and Demographic Statistics.” Quantcast, 2012. Web. 15 Mar 2012. <http://www.quantcast.com/spotify.com>. “Spotify Website Demographics.” VisualDNA Audiences on YouTube. Visual DNA, n.d. Web. 15 Mar 2012. <http://audiences.visualdna.com/youtube/uk/brands/websites_uk/ spotify>. “Technology Picture Book.” Honda Worldwide. Honda, 2012. Web. 15 Mar 2012. <http://world.honda.com/automobile-technology/>. “The Source Media Kit.” thesource.com. L. Londell McMillan, 2011. Web. 10 Feb 2012. <www.thesource.com/source_mediakit_6_13_11.pdf>. “VIBE Media Kit.” Issuu, 2010. Web. 15 Mar 2012. <http://issuu.com/claudedupre/docs/ vibe_brand_media_kit_mk2010>.
Brook, Dave. “Carsharing Competition Returns to Washington DC.” Carsharing.US. N.p., 04 Feb 2012. Web. 15 Mar. 2012. <http://carsharingus.blogspot.com/2012_02_01_archive.html>.
“What is Chevrolet MyLink?.” Chevrolet, n.d. Web. 15 Mar 2012. <http://www.chevrolet.com/experience/ mylink-vehicle-technology>.
“Car Dealers Can Profit by Connecting with Millenials.”Microsoft News Center. 27 May 2010. Web. 15 Mar. 2012.
Research Databases ComScore
Carol Phillips. Researching the Millennial Mind. 2010. Slideshow. SlideshareWeb. 15 Mar 2012. <http://www.slideshare.net/CarolPhillips/researching-the-millennial-mind>.
Datamonitor
Carol Phillips. A Generational Portrait. 2009. Slideshow. SlideshareWeb. 15 Mar 2012. <http://www.slideshare.net/CarolPhillips/a-generational-portrait>. Chung, Mong-Koo. “Corporate Message.” Hyundai Motor Company. Hyundai Motor Company, n.d. Web. 15 Mar 2012. <http://worldwide.hyundai.com/WW/Corporate/Overview/ CorporateMessage/index.html>. “Company Profile.” Hyundai Motor America. Hoovers, n.d. Web. 15 Mar 2012. <http://www.hoovers.com/company/Hyundai_Motor_America/cyjrki-1.html>. “Crash the Super Bowl.” Amazon Web Services. Effie Awards, 2008. Web. 15 Mar 2012. <s3.amazonaws.com/effie_assets/2008/2592/2008_2592_pdf_1.pdf>. “Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black and Universities.” @Ford Online. @Ford Online, 17 Mar 2011. Web. 15 Mar 2012. <http://www.at.ford.com/news/cn/Pages/Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black Colleges and Universities.asp&xgt;>. Halvorson, Bengt. “Chevrolet Researches What Young Americans Want—And It’s Not Hatchbacks.” The Car Connection. N.p., 09 Jan 2012. Web. 15 Mar 2012. <http://www.thecarconnection.com/news/1071482_chevrolet-researches-what-young- americans-wantand-its-not-hatchbacks>. “History Overview.” Hyundai, n.d. Web. 15 Mar 2012. <http://worldwide.hyundai.com/WW/Corporate/ Overview/History/index.html>. “Hyphen Media Kit.” Issuu. Hyphen Magazine, 02 Jun 2010. Web. 20 Feb 2012. <http://issuu.com/ hyphenmagazine/docs/hyphen_mediakit>. Koegel, Kathryn. “Pandora Mobile Marketing.” Pandora Radio. Pandora, 2012. Web. 01 Mar 2012. <http://www.pandora.com/static/ads/media-kit/advertising.html>.
Hoovers Iconoculture LexisNexis
COURTESY OF GETTY IMAGES #108121825 #1088383033 #109914902 #111900787 #115083874 #119692208 #122293112 #124226809 #124518272 #126408980 #129844102 #130856766 #137924311 #138711676 #200218041-001 #200326964-001 #200337554-002 #200382886-001 #200488800-001
#200557569-001 #56723780 #70009763 #74325172 #78116356 #78364098 #78750651 #79330746 #81711841 #84159673 #85071803 #85660452 #87340933 #90096253 #90096297 #94502345 #95466693 #95503636 #95764617
#95764862 #97464823 #AA022776 #AA026656 #AA026677 #AA049764 #BU001999 #DES_001 #DU1193021 #FD002621 #rbrs_0022 #sb10066222mm-001 #sb10066910i-001 #sb10069066w-001 #SP002859 #SP003653 #SP003654 #SP003655 #SP004915
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THE TEAM
Account Director: Scott Gilbert Traffic Director: Jeanette Dickie Creative Director: Dwayne Oâ&#x20AC;&#x2122;Brien Plans Book Art Director: Calvin Hart
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Asst. Plans Book Director Isabelle Chabrier Plans Book Editor: Kimberly Guel Account Planning: Zac Fox Randy Cantu Kristyna Lewison Anjali Alexander Nataly Vega
Creative Team: Carmina Valtre 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 Adriana Farias Fundraising: Ginne Carrillo
Professors: Larry Kelley Rosario Laudicina
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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
BRONZE • Jonah Sanders • Camille Bryan • DJ Stout • Q-Temps • Jim Barbee • The Littleton Group • Robert & Jennifer Reicheck • Miriam & Bobby Friedman • Azderco PC Repair • Primerica • Larry Bownds • James Haily
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 & Elisa Diozon • Noble & Carleen O’Brien • Do Le & Hanh Nguyen • Reynaldo & Juanita Cantu • Tim & Rene Davidson • Ideal Adjusting • Jenina Hernandez • Alec & Lacey King
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