THE BLUEPRINT DO CARS MOVE SO SLOWLY? 2 WHY Car companies that ask consumers to lead them forward only make incremental changes.
3
IS NISSAN A TRUE INNOVATOR? Nissan is committed to asking questions that lead to real innovations and they are propelling the car industwry forward.
DOESN’T OUR TARGET KNOW THIS? 4 WHY Consumers don’t see Nissan as innovative because innovation is simply the wrong word for the right idea. IS THE SOLUTION? 4 WHAT Own innovation without using the word. Re-define it and make it relevant to the target. ARE OUR CONSUMERS? 5 WHO Multicultural Millennials are above all else Millennial and Millennials are fundamentally different. IS THE INSIGHT? 11 WHAT Multicultrual Milennials are living lives that have never been lived before. DO NISSAN AND OUR TARGET INTERSECT? 12 WHERE Nissan and Multicultrual Millennials are inventing parallel paths to a better future by taking leaps forward. THE BIG IDEA? 14 WHAT’S Nissan and Millennials are What’s Ahead. ARE WE GOING TO SHOW IT? 16 HOW An integrated campaign that touches Millennials in all facets of their lives. AND WHERE WILL THEY SEE IT? 28 WHEN Forty DMAs, April 2013 - March 2014. DO WE EVALUATE IT? 31 HOW Monitor, measure, and optimize. 1
WHY DO CARS MOVE SO SLOWLY? I HAD ASKED PEOPLE WHAT THEY WANTED “IFTHEY WOULD HAVE SAID FASTER HORSES. ”
- Henry Ford, 1902
Which is why car companies that ask consumers to lead them forward tend to take only small steps. If a company’s vision is limited to only what the consumer can see, change becomes incremental. It settles for just a little better, when it could have been breakthrough. Dr. Ferdinand Porsche introduced two of the biggest advances in automotive history: the first front-wheel-drive car and the first gas/electric hybrid car. That was in 1898. More than 100 years ago. Yet hybrids have only recently become widely available. Why has this future taken so long to arrive? Why haven’t cars advanced exponetially? Real innovation means providing a new solution. It requires asking questions that haven’t even occurred to the consumer.
“We put a lot of money into R&D and we make innovations every day, but it is not our corporate philosophy to make paradigm shifts in technology.” - Toyota Product Expert, International Auto Show, Feb. 2012
2
IS NISSAN A TRUE INNOVATOR? NISSAN IS COMMITTED TO ASKING QUESTIONS THAT LEAD
TT O O M MO ON NU UM M EE N N TTA ALL LLEEAAPPSS
NISSAN IS A TRUE INNOVATOR, AND INNOVATORS ARE ALWAYS FIRST. THEN FOLLOWED. By holding themselves to a higher standard, Nissan is propelling the car industry forward. Nissan’s CEO Carlos Ghosn pushed his company to innovate rather than merely settle for incremental changes. It’s not enough to meet expectations. Nissan exceeds them and is leading in the car industry.
THE 100%
TAXI OF
ELECTRIC LEAF
CHARGING STATIONS
WIRELESS
SOLAR POWERED
VITAMIN C AIR FILTER
TOMORROW
The first mass marketed all-electric car, driving us to a cleaner world.
Making it easier to charge your electric vehicle, eliminating roadblocks to the future of electric cars.
Extends Nissan’s commitment to the planet by transporting Leafs on a fuel efficient boat.
Air that’s healthy for your skin, providing skin essentials for our drivers.
Supplying ecofriendly taxis creates a greener future by reducing fuel emissions.
CARGO SHIPS
Nissan Corporate Website
Nissan is leading us
to a better future
The experts agree. In 2011, Nissan was number four on Fast Company’s list of the world’s most innovative companies. No other car company made the list.
3
WHY DOESN’T OUR TARGET KNOW IT? CONSUMERS DON’T SEE NISSAN AS AN INNOVATIVE LEADER. Consumers perceive other car companies as more innovative than Nissan. In our survey of 330 Multicultural Millennials, Toyota and Honda were both perceived as more innovative than Nissan.
INNOVATION IS SIMPLY THE WRONG WORD FOR THE RIGHT IDEA. Innovation is just too vague. In the same survey, the Millennials used over 30 different words to define innovation, with little consistency across the board. Although, consumers could readily identify companies they consider most innovative, listing Apple, Facebook, and Google. These companies never actually employ the word itself. Our target does seem to understand that being innovative means being an industry leader. Claiming “Innovation for All” has not created the perception that Nissan is the car industry leader.
THE SOLUTION: The best way to own innovation is to find a better expression of it, making it more meaningful and relevant to the target.
CONSUMER REPORTS PERCEPTION SURVEY 2012 TOP 5 INNOVATIVE COMPANIES
1 2 3 45
MERCEDES
FORD
TOYOTA
LEXUS
BMW
4
OUR TARGET MULTICULTURAL MILLENNIALS ARE
ABOVE ALL ELSE M I L L E N N I A L S While coming to understand our target, we found that they all strongly identified as Millennials. Although their backgrounds and unique heritage are important to them, they don’t want to be treated as a separate group. They’ve grown up as members of the most diverse generation in history, so they see themselves and their peers as Millennials.
“The biggest mistake [advertisers] make is that they feel the need to speak to these segments. These Millennials are unified by shared values. NO LONGER DOES ETHNICITY DEFINE THEM. They have evolved past that.” – Steve Stoute, CEO of Translation Advertising Agency, Feb. 2012
Millennials are fundamentally different and they are the future. In ten years, they will be leading major corporations. Then, the government. Soon after that, they will possess the majority of car purchasing power in the United States. Their influence over the future of the car industry isn’t around the corner. It’s now.
5
MILLENNIAL DIFFERENCES OUR WORLD IS IN
TRANSITION
1 in 12
Throughout history there are continuous cycles of four distinct, societal shifts. These 80-year cyclical shifts are called “turnings.”
ARE IN AN
INTERRACIAL RELATIONSHIP
We have just entered the Fourth Turning. Every 80 years, there’s a generation born that changes everything. They are known as the civic generation. This optimistic generation is equally idealistic as they are pragmatic. Today’s civic generation is the Millennial generation.
TWICE THAT OF PREVIOUS GENERATIONS
UNIQUE Brand A
Brand B
We have lived through 9/11 and an economic recession. We revitalize the community with public purpose. During these eras of turmoil, society must come together to prevail as one entity. We are strengthened by our diversity and our shared goals. Millennials will change everything. History says it. We know it. Pew Research Center, 2010 “The Fourth Turning”
6
MILLENNIAL MANIFESTO THERE IS A NEW GENERATION RISING IN AMERICA
YOU CAN HEAR OUR VOICE IN COLLEGES AND CORPORATIONS
ON TIMELINES AND TWITTERFEEDS WE ARE MILLENNIALS AND WE ARE LEADING A REVOLUTION
INCREMENTAL STEPS DON’T CUT IT
WE CRAVE MONUMENTAL LEAPS WE KNOW THAT FINDING A BETTER ANSWER STARTS WITH ASKING A BETTER QUESTION
WE BELIEVE IN WHAT’S TRUE FOR ALL, NOT ONLY THE FEW
WE’RE NOT JUST THE 99%
WE’RE THE 100% SOCIETY IS A NETWORK, NOT A HIERARCHY
OUR DIVERSITY IS OUR UNITY WE LIVE OUTSIDE THE HUSTLE OF 9 TO 5
AND WE’RE NOT JUST HERE TO EAT, WORK, AND SLEEP
THIS CHANGE WE’RE ABOUT IS A FULL-TIME COMMITMENT
AND
OU R
TIME
I S
NOW
OUR FAMILIES BROUGHT US THIS FAR, BUT THE JOURNEY NOW BELONGS TO US
IT’S OUR TIME TO SHAPE THE FUTURE WE ARE MILLENNIALS AND W E A R E W H AT ’ S A H E A D
7
CONNECTING WITH OUR TARGET
INSTEAD OF GREED IS GOOD MILLENNIALS MILLENNIALS BELIEVE BELIEVE IN IN GREED GREED FOR FOR GOOD. GOOD. “
Ignoring social responsibility is no longer an option for companies thanks to social media. There’s a massive generational divide. I was chatting with a Millennial who said, ‘This is really obvious.’ And I said, ‘You’re right, to you and your generation.’ If you do the same presentation to a bunch of 65-year-old CEOs, a lot of them think YOU’RE MAD.
“
-David Jones, CEO, Havas and Euro RSCG Worldwide
BRANDS MUST HAVE A PURPOSE BEYOND PROFIT It is ingrained in the Millennial mindset that businesses should stand for something more than profits. They want major companies taking on a social role or cause, and they want others to follow. Older generations consider giving money away after they’ve earned it as doing good. For Millennials, a company doing good comes hand in hand with a company doing well. These are the companies Millennials will support. They’re a TOMS Shoes and Pepsi Refresh generation. They wear Livestrong bracelets and encourage others to do the same.
8
“
Almost every Millennial (85%) is likely or very likely to switch from one brand to another if the second brand is associated with a good cause.
”
-Cone Cause Evolution Study, 2010
BRANDS THAT SPEAK TO MILLENNIALS
TOMS SHOES
LIVESTRONG PEPSI REFRESH
One for one. With every pair purchased TOMS shoes donates a pair to a child in need. TOMS has donated over a million shoes to date.
Show your support. Livestrong is a program that has raised $25 million by selling bracelets for the Lance Armstrong Foundation to support cancer research.
“
Solving social issues. In 2010, Pepsi took its $20 million Super Bowl budget and gave it away to fund ideas that solved social issues. With over 3 billion media impressions, it is measured as the most successful social media campaign of all time.
Why do we wear yellow wristbands? We want to tell somebody we helped cure cancer. Driving a Prius doesn’t make the most economic sense in the world, but it has value to us. Why? Because it says we’re good people and helping a world that’s uncertain. We have a purpose larger than self.
”
-Alex Castellanos, Political Media Strategist, National Media Inc.
9
OUR EXPERIMENT While our target is first and foremost Millennial, we still needed to understand what it means to be Multicultural. In our focus groups and interviews, we found that the views, opportunities, and dreams of Multicultural Millennials are different than their parents. We realized that Multicultural Millennials are leading unprecedented lives. Not only different from their parents but dramatically different than other Millennials. Of course, like all Millennials, they’re tech-savvy and more likely to go to college. But Multicultural Millennials’ lives will be different for profound reasons. It might be because they are the first to live in the United States, or speak English unlike their parents, or the first in their families to graduate college. In order to test this hypothesis, we conducted a social experiment asking our target to fill in the blank:
MY LIFE WILL BE DIFFERENT THAN MY PARENTS BECAUSE ___________.
“I will never be told that I can’t do something. My parents worked hard to make sure that I can accomplish anything I set my eyes on.” -Sophia, 24
10
“My mom worked two jobs just to make sure that me and my two brothers could graduate high school and be the first in our family to graduate from college.” -Derrell, 21
OUR INSIGHT We found a clear distinction between the answers of Millennials and Multicultural Millennials. Some Millennials had difficulty filling in the blank, but Multicultural Millennials wrote about opportunity and gratitude. Many thanked their parents for their sacrifices and hard work, giving them the opportunity to live a different life. These Multicultural Millennials believe they can do what they love, that anything is possible, and that will change the world.
MULTICULTURAL MILLENNIALS ARE LIVING
LIVES THAT HAVE NEVER
BEEN LIVED BEFORE QUANTITATIVE RESEARCH SUPPORT A SURVEY OF 330 MULTICULTURAL MILLENNIALS
80.2% agreed with the statement “I believe my generation can change the world if we work together.”
78.6% said “I am driven to succeed because my parents worked hard to give me the opportunities I have today.”
84.4% agreed with the statement “I have more opportunities and resources than my parents.”
80.5% agreed with the statement “My life has been very different from that of my parents.”
11
RESEARCH BY THE
NUMBERS
1650 158 ONLINE SURVEY
NISSAN AND MILLENNIALS ARE ON THE SAME ROAD
ONE ON
Together, Nissan and Multicultural Millennials are inventing parallel paths to a better future.
RESPONDENTS
ONE
INTERVIEWS
16 FOCUS
GROUPS
18 VISITS
COAST-TO-COAST
SURVEY
PARTICIPANTS
Both have a disruptive energy that doesn’t settle for incremental change. They want to leap forward. At their core, both believe in a better global future. Our obligation is to introduce these innovators to each other and marry their energies and ambitions.
AUTO
IN DEPTH
INTERNATIONAL
330
4
SHOW
DEALERSHIP
Both possess an impatient optimism about what’s possible. They’re creating a new status quo by challenging convention and delivering a bold, new perspective.
12
RESEARCH RECAP When we were conducting research we wanted to understand the following four components:
1
r ca ry e Th ust an ind Niss &
2
ee hr ural t e lt Th lticu ents u M egm s
3
et rg a r t ht Ou insig
4
n sa t s i e N rge er r ta ect h W ou rs & nte i
CREATIVE BRIEF -IN A TWEET-
@WhatsTheChallenge Powerfully connect Nissan’s unparalleled innovation to the unprecedented lives that Multicultural Millennials are living.
@WhoWeAre Multicultural Millennials combine Multicultural and Millennial ideals to invent their futures.
@WeHaveAProposition Understanding these four components allowed us to complete the given challenge of building awareness and lasting favorability among Hispanic American, African-American and Chinese American Millennials. Our objective is to distinguish Nissan from its competitors, while making it relevant to the target. IN SUMMARY The three Multicultural segments are first and foremost Millennials. Multicultural Millennials are living lives that have never been lived before. Nissan is an innovator and ahead in the industry, but innovation must be reimagined. Nissan and our target are taking parallel paths to the future.
Together, you and Nissan are inventing the journey ahead.
@ReasonsToBelieve Nissan and our target embrace creative ideas and technology, with enough disruptive energy to make monumental leaps toward a better future.
@TheBigInsight Multicultural Millennials are pioneers, living lives that have never been lived before. Their lives are full of energy and imagination.
POSITIONING RECOMMENDATION To Multicultural Millennials, Nissan will be the most innovative car brand; miles ahead of their competition.
@ToneOfVoice
Hopeful about the future, assertive, practical, achievable.
13
NISSAN AND MILLENNIALS ARE
WHAT’S AHEAD Nissan deserves to be perceived as the industry leader and as innovative. Nissan is What’s Ahead. Our target is living unprecedented lives and they’re changing the world. Our target is What’s Ahead. Together, Nissan and our target can create What’s Ahead and work together toward a better future. And creating What’s Ahead, starts with a blueprint. A continuing motif in our advertising. It underlines Nissan’s innovative spirit and technical prowess. Our featured models dynamically emerge from it. Both Nissan and our target ask better questions to find better answers and then ultimately better What’s Ahead. Because our target is first and foremost Millennial, we will use English across all media and leverage the same message for all three segments. We will effectively address the diverse nature of our multicultural target through both our spot campaign and media selection.
14
15
INTERACTIVE
Our target views magazines as a source of information and entertainment (index 127). Hispanic and African-American Millennials will also read the advertisements in magazines (116 and 127, respectively). Our interactive print brings to life the blueprint concept. Users can hold their smartphone over the ad and see either the full blueprint covered in the engineer’s breakthrough questions or the full car, with the breakthrough innovations explained. When the visuals are on the phone you can touch the innovation to learn more. Our magazine selections have a combined circulation of over 14 million.
16
TELEVISION African Americans watch a lot of television (211 hours per month) compared to both Hispanics (131 hours per month) and Chinese consumers (96 hours per month). Therefore, our television choices cater to the African-American Millennial.
NETWORKS
Our target enjoys watching both college basketball and college football on ESPN. We will advertise to this passionately involved audience.
THE TELEVISION CONCEPT Our TV spot visualizes how asking better questions builds better cars within our blueprint theme.
BETTER QUESTIONS:30 SPOT
TONE: Upbeat, energetic & hopeful
An engineer stands in front of a glass blueprint. He circles the headlights and writes “smarter?”
FLASH CUT to a close-up of the headlight.
The engineer writes “smoother” by the tachometer blueprint.
FLASH CUT to a closeup of the tachometer, the engine revving.
MUSIC: Fast-paced & modern
The engineer writes “healthier?” by the air vent
Car ZOOMS by. VO: Better questions build better cars.
FLASH CUT to a close-up of the air car’s vent.
Title card with logo and tagline lockup.
17
PROJECT What’s What’s Ahead Works is a digital platform that lets Nissan partner with students/scientists to solve real problems. Anyone with an idea for how science and technology can solve a societal issue (eg. air filtration systems for urban schools) can post their “blueprint” on the site and share it with others. Users can “like” ideas and contribute to blueprints with questions, suggestions, and donations. When these responses reach a tipping point, Nissan will provide mentors to select projects and bring them to life.
Besides the platform, What’s Ahead Works engages individuals involved in the related fields: What’s Ahead Scholarship Nissan will grant scholarships to students with outstanding ideas who want to study science, technology, engineering or math, but who 18 cannot afford to do so.
Electrathon Sponsorship Nissan will sponsor Electrathon, a nationwide electric car race where students from around the country build these cars from scratch.
TeachForAmerica Partnership Nissan will partner with TeachForAmerica to be an active sponsor to their teachers in the STEM fields.
Ahead WORKS SOCIAL MEDIA Nissan’s existing social media channels will be rebranded with What’s Ahead to direct the target to What’s Ahead Works. We will create a Nissan What’s Ahead Twitter handle (WhatsAhead_US) to facilitate further engagement. Our What’s Ahead pinboard on PInterest will encourage our target to pin images that inspire a brighter future. We will use these social media channels to keep Nissan fans up-to-date on What’s Ahead Works. And we will encourage them to post about the project on their Facebook pages, tweet about it on Twitter, and pin them to their own pinboards. PUBLIC RELATIONS As What’s Ahead Works takes off and ideas come to life, we will send video press releases to respective media outlets to educate people on what’s going on and to get more people to participate. What’s Ahead Works will garner positive PR for Nissan. REAL WORLD APPLICATION Out of Home displays will bring What’s Ahead Works into the real world. LED Globes will be located in select cities featuring What’s Ahead Works videos. The videos would be playing without sound, but when you zoom in with your smartphone and scan a face the video of their story would pop up and direct the user to that idea’s specific page.
19
FILM
N ISSA N OWNI NG Nissan will sponsor the 2013 Tribeca Film Festival to own What’s Ahead in the film industry. This festival features both emerging and established directors, who are working on the cutting edge of film. Attracting over 400,000 people annually, Tribeca will underline Nissan’s appetite for the new and provocative. Nissan will also take over the everyday movie-viewing experience. We will install its Vitamin C Air Filters in one theater in each spot market and promote it on screen. This will give moviegoers a taste of the healthier air Nissan provides in its cars, while creating a more comfortable environment for relaxing and enjoying a movie.
SPORTS
We will have a sponsorship in ten NBA Arenas. We recommend that Nissan continues its current sponsorships of the Heisman and NCAA Football, as well as a fitness program “Innovation for Endurance,” as these will tie in with owning What’s Ahead in sports.
LIVE PLAY APP: Thousands of people use their smartphones during sporting events, whether at home or at the arena. The Nissan Live Play App allows smartphone users to play along with the current game and try to guess what will happen next on the court. Users can guess which player will score the most points or get the most rebounds within the game. Any recordable stat can be a part of this game— whether it’s 3 pointers, turnovers, assists, or technical fouls. There will be a point system for every answer users get right and they can compete with everyone in the arena. 20
SCOREBOARD: Nissan’s interactive scoreboards show the score of everyone using the Live Play App. At the end of every game, a winner will be announced. The top 10 highest scores at the end of the season will win a Nissan. Viggle is a loyalty program for television that gives people rewards for checking into the TV shows they’re watching. This technology integrates mobile with TV, changing the way consumers interact with both. Incorporating Viggle with our Live Play App, the audience at home can use Viggle Live to play along with Nissan’s app.
W H AT ’S A H E AD FASHION We will create What’s Ahead Eco-Friendly Student Fashion Shows. The fabrics and set will be made of sustainable materials. The models will all be Millennials. What’s Ahead in fashion is democratic and eco-friendly. Nissan will partner with Style.com and upand-coming designers to premiere images of Fall and Spring fashions before they are officially shown on the runway.
MUSIC This group regularly listens to online radio (117). More then 3.1 million Multicultural Millennials visit Pandora.com monthly. We will establish a What’s Ahead Radio station to play a curation of songs before their official release. Users can interact with the songs to remix them to their own beat.
21
BUS SHELTER Our interactive bus shelters will be placed in several locations within our spot markets. Multicultural Millennials index at 196 for enagaging with bus shelter advertising. The Jukebox will have the same unreleased songs as Pandora What’s Ahead radio available for play. By inserting money, users choose a song to play and choose which What’s Ahead Works Project candidate receives their donation.
SOCIAL MEDIA GAME We will hide Nissan’s innovative car parts throughout the Internet on sites for pertinent social causes. For example, the Forest AC will be hidden on the Nature Conservancy’s website. Participants must fill their game board, which is a blank blueprint of a Nissan car. Nissan’s Twitter page will provide clues to the missing parts. The search for the innovative features will drive traffic to socially responsible websites as well as create interaction with Nissan’s technologies.
a 22
The first person to find them all and complete their game board will win a Nissan.
MOBILE
Mobile apps will allow Nissan to offer a brand experience and drive consumers to engage with Nissan, which is particularly important to this tech-savvy Millennial target.
“Young blacks and Latinos are migrating decisively towards mobile media, using the phone as their main access point or gateway to the Internet.”
-Jong Hyook Jung, Professor of Media Studies, Syracuse University
WHAT’S AHEAD APP Multicultural Millennials are on the move. We created the Nissan What’s Ahead App so Nissan drivers can sync their phone with their vehicle and track its maintenance schedule. The driver can store the vehicle’s information, such as the VIN number and preferred Nissan dealer, on the app for easy access. The What’s Ahead App will also alert the driver if the keys have been left in the vehicle or the lights have been left on. A vehicle service guide will highlight frequently asked questions, like how to change a flat tire with video tutorials. The app helps take the pressure off the driver so that they can focus on What’s Ahead.
23
ONLINE VIDEO ADS
BANNER
BLUEPRINT
Multicultural Millennials are high users of Internet videos (125), so we will adapt our TV spots into pre-roll ads for online video streaming sites such as YouTube, Hulu, and DailyMotion.
When a cursor scrolls over the banner ad, the blueprint sketch morphs into the real car driving down the banner. 24
SUBWAY
Multicultural Millennials are 78% more likely to pay attention to advertising on subway trains. We will wrap express subway trains so that visual comes together when the train passes at full speed. We will also install What’s Ahead LED walkways in the main stations that illuminate the path of “What’s Ahead.”
BILLBOARD We will purchase billboards in major cities in each of the 40 DMAs we identified. This target indexes at 138 and are especially receptive to brand messaging. According to a Harvard study, 78% of Americans would consider buying an electric vehicle once gas prices hit $4.50 a gallon. With this information, we decided to create a billboard that reminds drivers of the ever-rising gas prices as an incentive to consider the Leaf. The current local gas prices will update as they rise.
25
DEALERSHIP “
”
Only 36% of Millennials are confident in their ability to shop for and buy a car alone. - MTV Scratch, 2012
To help, we will provide dealers with training on how to effectively engage Millennials, highlighting the following three points: 1. RESPECT Millennials want to be treated like adults. Hearing, “go get your parents” is very belittling. 2. PERSONALIZATION Millennials do their research online before going to the dealership and are looking for a personalized experience when they get to a dealership. 3. TRUST Millennials know when they are being lied to, so dealers must be honest and straightforward with them.
“
”
Don’t pressure me. Salespeople need to listen or I lose trust. -Josh, 22
Prior to their visit, Millennials can sign up for an appointment where they include their budget, preferences, and questions, allowing dealers to be prepared for a personal visit. They can sign up on Nissan’s website, where we created What’s Ahead Online, or iPads conveniently located at the dealership. iPad displays in dealerships will provide customers with an interactive opportunity to explore features and functions. While waiting for service, a virtual test drive simulator lets our target explore the Nissan brand and lineup. 26
SALES PROMOTION
The Nissan What’s Ahead Sales Event The event will tie in with the rest of Nissan’s current sales events, but it will be designed specifically for Multicultural Millennials. Held in the fall, it will be opportune to preview What’s Ahead for the up coming year. By using a TV spot, digital executions and email blasts to the target, we aim to get more of them into dealerships and into cars. Every Multicultural Millennial who test drives a Nissan will receive a reward. They can choose a pre-released album, or a movie or concert premier. They also can choose to have Nissan donate to one of the What’s Ahead Works projects on their behalf. They get to preview What’s Ahead both at Nissan and in the things they enjoy.
27
GEOGRAPHY
MULTICULTURAL MILLENNIALS
POPULATION
OUR SPOT MARKETS:
GEOGRAPHY There are 18.5 million Multicultural Millennials in the United States, 10.5 million Hispanic Millennials, 7.3 million African-American Millennials, and 700,000 Chinese Millennials. In order to effectively reach this narrow target we took advantage of spot markets where we could reach the largest percent of the target, without waste. Using the mapping tool arcGIS, we looked at US counties with the highest population of Multicultural Millennials and cross-referenced that with the counties where Multicultural Millennials make up the highest percentage of the population. 65% of our target lives in the 40 selected spot markets. 28
2,245,708 1,675,065 654,409 641,637 621,542 535,606 533,865 364,777 350,746 322,159 316,493 286,596 246,765 229,201 195,998 190,668 187,496 180,943 173,339 171,149 169,885 159,390 149,885 136,461 133,448 125,288 124,089 105,811 93,332 86,617 84,092 73,094 69,348 63,570 63,112 62,082 58,794 57,188 54,875 46,287
CITY
Los Angeles, CA New York, NY Chicago, IL San Francisco-Oakland-San Jose, CA Houston-Sugar Land-Baytown, TX Dallas-Ft Worth, TX Miami-Ft Lauderdale, FL Washington, DC Atlanta, GA San Diego County, CA Phoenix, AZ Sacramento-Stockton-Modesto, CA Philadelphia, PA San Antonio, TX Detroit, MI Harlingen, TX Boston, MA Las Vegas, NV Fresno, CA Tampa-St Pete, FL Hartford & New Haven, CT Seattle-Tacoma, WA Orlando, FL Austin, TX Baltimore, MD El Paso, TX Memphis, TN Raleigh-Durham, NC West Palm Beach, FL Charlotte, NC Milwaukee, WI Columbus, OH Cleveland, OH Indianapolis, IN Albuquerque, NM Minneapolis, MN Santa Barbara, CA Monterey-Salinas, CA Jacksonville, FL Norfolk, VA
MEDIA BREAKDOWN Our media strategy embodies “What’s Ahead” by utilizing interactive media in addition to traditional media. When selecting media we wanted to reach each Multicultural group efficiently within the budget. Our campaign will reach 80% of the target, with a frequency of 4. In heavy spending months, our campaign will reach 85% of the intended target while achieving a frequency of 6. Our campaign relies heavily on spot markets, with 73% of the budget spent in 40 selected DMAs. The other 27% is spent nationally through targeted magazine, digital, and mobile efforts.
PULSING/SEASONALITY We will spend the most on advertising in months when Nissan sells the most cars. December and March have the highest monthly forecast for car sales and will account for the largest portion of our budget. Consumers start considering buying a car four weeks before making their purchase. Since consumers will be more receptive to car advertising in November and February, these months will have a heavier advertising schedule as well. We will increase spending for out-of-home placements during the summer when more people are outdoors.
MEDIA BUDGET BREAKDOWN SPOT TELEVISION: 41% OUT OF HOME: 25% DIGITAL: 12% NATIONAL MAGAZINE: 12% EVENT SPONSORSHIPS: 7% MOBILE: 2% MISCELLANEOUS: 1%
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MEDIA FLOWCHART NISSAN MEDIA FLOWCHART 2013-2014
Vehicle TRADITIONAL Spot Television* National Magazine OUT-OF-HOME* Interactive Bus Shelter Billboard LED Walkway** What's Ahead Globe** Express Train Wrap DIGITAL Video Pre-Roll Rich Media Banner Ads NBA Homepage Takeover Pandora Skin Package Sponsored Links Internet Radio Spots Email Blasts for Sales Event What's Ahead Works Web Site EVENT SPONSORSHIP NBA Arena Sponsorship Car Giveaway (NBA/Game Winners) What's Ahead Works Components Movie Theater Experience What's Ahead Sales Event Film Festival Sponsorship Fashion Shows MOBILE AdMob What's Ahead App NBA App Viggle NBA integration MISCELLANEOUS Production/Labor Costs Campaign Measurement & Evaluation Social Media Strategist What's Ahead Game Development TOTAL
April
May
CONTINGENCY CAMPAIGN TOTAL *Spot Televsion and Out of Home are in 40 spot markets **LED Walkway and What's Ahead Globe will be in 10 spot markets ***Darker months in Traditional indicate increased spending
30
June
July
August
September
October
November
December
January
February
March
Total Costs $53,538,632 $41,161,700 $12,376,932 $24,617,500 $8,580,000 $7,932,500 $4,750,000 $2,900,000 $455,000 $12,155,000 $6,500,000 $1,560,000 $1,000,000 $900,000 $900,000 $720,000 $500,000 $75,000 $7,143,180 $4,712,500 $250,000 $1,000,000 $790,680 $200,000 $150,000 $40,000 $2,050,000 $800,000 $450,000 $450,000 $350,000 $468,000 $200,000 $150,000 $78,000 $40,000 $99,972,312 $27,688 $100,000,000
MEASUREMENT & EVALUATION
MEASUREMENT • Our advertising testing showed 84% of Multicutural Millennials thought What’s Ahead was clear and helped position Nissan as a “innovative company.” • Our target understood the blueprint concept as a “plan for the future.” • The emphasis on What’s Ahead features caused 76% of Multicutural Millennials to “want to visit the website and/or a Nissan dealer.” Through our intergrated campaign, Nissan will own What’s Ahead. We know the blueprint concept resonates with Multicultural Millennials, as well as all Millennials. By owning What’s Ahead, because our target is What’s Ahead, Nissan can effectively raise awareness and lasting brand favorability among the target. MONITORING We will observe our online communities to make sure our campaign elements have a positive impact. Because this is an integrated campaign, it is important to accurately monitor reach and frequency across all platforms. We will use Neilson Cross-Platform campaign ratings to measure metrics consistently across all platforms. KEY PERFORMANCE INDICATORS, BENCHMARKS, & IMPLICATIONS • We set a goal of 25% of Multicultural Millennials visiting a dealership. • Within 6 months of running the campaign, Millennials will have an increased preference for Nissan, and view it as more innovative than either Toyota or Honda. • Goal of 25% increased interaction with Nissan through What’s Ahead Works, our game and social media sites. OPTIMIZATION OF POTENTIAL PITFALLS If What’s Ahead Works gets off to a slow start, we will use some of our magazine and digital spots to direct people to the site. If any websites or channels are not reaching our target well enough, we will shift money to vehicles that are performing better. Continued evalutation is necessary throughout the duration of the campaign and following its completion. Post-exposure focus groups with members of our target will allow us to confirm whether they see Nissan as innovative. and ahead in the car industry.
REFERENCES Nissan USA Website, Nissan-Global Website, Fast Company 2011 Most Innovative Companies, Pew Research Center, Discovery Channel History of Cars Timeline, 4thTurning.com, Millennial Movement, Shift, The Fourth Turning, MRI+, Simmons 2010, Mintel, Plunket, Scout Labs
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WE ARE WHAT’S AHEAD PROJECT DIRECTOR Jen Brotman
CREATIVE DIRECTOR Evan Davis
STRATEGY DIRECTOR Mel Fish
BOOK & PRESENTATION DIRECTOR Malory Wheaton
STRATEGY TEAM Karly Bader Julia Davis Casey O’Brien
BOOK & PRESENTATION TEAM Ellie Thiele
MEDIA DIRECTOR Alex Cohen MEDIA TEAM Grace Brennan Ellen Gurss
SPECIAL THANKS Ed Russell Kevin O’Neill Amy Falkner James Tsao Larry Elin
CREATIVES HJ Kwon Julia McGovern Chris Parker Lily Wang Kaity Wong
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