Nissan NSAC Book

Nissan’s New Advertising Campaign

THE DRIVE THE DRIVEWITHIN WITHIN First Edition //April 2012

MEET THE COMPETITION Page 5

GET THE WORD ON THE STREET Page 9

EXPERIENCE THE DRIVE WITHIN Page 23

NISSAN NATIONAL STUDENT ADVERTISING COMPETITION BRIGHAM YOUNG UNIVERSITY

IN THIS ISSUE 2 Introduction 3 Ethnic Millennials Explored 4 Analyzing the SWOT 5 Rise Above the Rest 6 The Art of Methodology 9 Word on the Street 11 Discovering Their Drive 12 The Brand Model 14 Executing the Big Idea 28 Hitting the Mark 32 Measuring What We’ve Done

LETTER FROM THE EDITOR When we started to work on this campaign there were so many different pieces that it seemed overwhelming. How were we going to get it all done?

We launched into our secondary research and began to get a grasp of the automotive industry. The more we learned about Nissan and the cars they offer, the more we felt drawn to them. Then we remembered that it’s not all about the car. There’s the driver, too.

When we started talking to our ethnically diverse peers, everything changed. We learned how they feel about buying cars and how they feel they’re perceived by others.

The more we talked with our peers, the more we saw these interesting people and the challenges they face. We started connecting with them and we really began to care. At the same time, the voice of the Nissan brand became clear as well. The more we heard, the more we felt a connection between the car and these remarkable individuals.

As we looked at this unique relationship between these multicultural millennials and Nissan, we found that the consumer insights and brand insights shared a common bond. This is when things got really exciting. The ideas poured in. We couldn’t make the ads fast enough. It all started to come together, and our exciting journey began.

Brock Bolen | Kelly Carrasco | Chad Ford | Josh Fox | Brianne Hepworth ALAN TREJO. ALEX ROBINSON. ALEXIS FISHER. CRISTINA GONZALES-OTOYA. EVE HART. JESSIE ANDERSON. JOHN TALLENT. KIMBERLY JOHNSON. LYNSEY WHITE. MATT BOYCE. SEAN GOOD. SUMMER JONES. BRADEN CHILD. TAYLOR CRANE. PETE LARKIN. ARRIUS SORBONNE. STEPHANIE METLER. PROFESSOR KEVIN KELLY. PROFESSOR TOM ROBINSON. AUDREY ARRINGTON.

THE DRIVE WITHIN

THE DRIVE WITHIN

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INTRODUCTION MINORITY YOUNG ADULTS ARE OFTEN SNAP-JUDGED BY PEOPLE WHO DON’T EVEN TAKE THE TIME TO GET TO KNOW THEM. Though the days of blatant racism have passed, skin color still plays a role in people’s perceptions. The profiles of the black basketball player from the ghetto, the lazy Hispanic with a huge family, or the genius Chinese kid with glasses, still exist. These young minority adults each have a story that can’t be contained by the static stereotypes they are given.

No car–or person–is the same. It is impossible to judge a Nissan or a minority simply by what you see on the outside.

There is so much more waiting to be discovered behind the “typical” exterior.

Minorities can relate to Nissan cars because both are constantly stereotyped. By drawing comparisons between the two, minority millennials will feel a connection to this brand that they haven’t felt before. Nissan asks you to look deeper and discover who Nissan really is, inside and out, in the same way that minorities wish others would look deeper and discover who they really are.

To connect with African American, Hispanic and Chinese millennials, Nissan needs to point out that it faces a similar situation of being snap-judged. Nissan will break out of the box, inspiring these millennials to discover and share their unique story–their DRIVE WITHIN.

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ETHNIC MILLENNIALS EXPLORED The target market consists of African American (AA), purchases. Their purchasing power is growing at a faster Chinese (CA), and Hispanic (HA) “millennials.” These 18–29 rate “than other diverse groups and the general population” year old Americans are beginning their adult lives and making (“The Latinization of America,” Mintel, Nov. 2008. Web). important decisions. Compared to previous generations, they In addition, HAs are more likely to have a preference are more concerned with self-expression, which pushes them for imported cars than other minority groups. They are toward social media as a medium for broadcasting their inner expressive in their emotions and in their relationships with selves. Each wants to be accepted and viewed as trendy. These others. Communicating and sharing in the experience of consumers will also look to brands each other’s lives is important. like Nissan to help them express Family is central to their Tapping into this themselves. Millennials tend to identity. accept differences more freely than generational segment past generations. Cultural diversity CHINESE AMERICANS as they begin their and culture mixing are the norm.

CAs make up about 4% Many millennials have been raised adult lives is important of the multicultural market to disregard differences in color for brands hoping (“Background on the Millennial (“Marketing to Millennials,” Generation,” Feb. 2007. Web).

Mintel, March 2010. Web.). to establish lifelong Most of these CAs continue to relationships with their hold to the culture they come AFRICAN AMERICANS from, though less religiously customers.

In the U.S., there are than their parents. Many still approximately 8 million AAs speak Chinese despite having “Marketing to Millennials,” between the ages of 18 and 29 been born and raised in the Mintel, March 2010. Web. (“Blacks and Premium Brands,” U.S., and the majority of them Mintel, March 2009. Web). More pursue higher education after than half of the U.S. black population (54%) reside in the high school. They think foreign cars are the most practical, South (“Media Consumption by the Black Consumer,” especially Toyota and Honda (NSAC). They make their Mintel, July 2011. Web). Cultural and ethnic diversity is decisions based primarily on intellectual pros and cons the norm among this group. However, each person strongly rather than on emotional drive. desires to be viewed as mainstream. Thus, it is critical that marketers understand that AA millennials react negatively towards stereotypes perpetuated by the media (“Blacks and Premium Brands,” Mintel, March 2009. Web).

HISPANIC AMERICANS HAs are the fastest-growing segment of the U.S. population and are very young compared to the rest of the U.S. population. Almost two-thirds were younger than 34 years old in 2008. They make up the largest minority group of new-vehicle buyers, comprising 8% of all new-vehicle

WHY CAN’T THEY JUST SHOW US [AS] NORMAL? “Black Entertainment,” Mintel, April 2009. Web.

THE DRIVE WITHIN

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ANALYZING THE SWOT

Explore Nissan’s personal profile.

The automotive industry is one of the largest industries throughout the world. Although the recession in 2008 caused a steep decline in U.S. car sales, the past two years have seen a dramatic increase in sales. In 2011 alone, the total units sold increased by 12.4% and are expected to continue to rise (“New Cars,” Mintel. July 2011. Web). There are multiple new sales opportunities for automotive companies, but the industry is fiercely competitive.

The increase in gas prices has caused consumers to change their spending habits when it comes to their cars. Before the recession, sports utility vehicles dominated the market. Now, however, smaller, more fuel-efficient cars and crossovers are purchased more frequently (“Car Buying,” Mintel. January 2011. Web).

Currently, Nissan is among the top five automotive companies in terms of market share and are third in multicultural market share with 13.1% in the U.S. market (NSAC). However, Nissan seems to blend into the bunch. Consumers think it’s just another car, no different from the rest on the market. Nissan is losing to two other Japanese companies–Toyota and Honda–who are its top competitors. Due to the reduction in targeted marketing efforts, Nissan has seen a decrease in multicultural market sales over the past three years.

Members of the multicultural market place importance on being unique while staying true to their roots. Although Nissan advertises itself as an innovative brand, multicultural markets are missing the message. A recurring comment throughout our research was that Nissan is “nice, but not too exciting” (Hispanic Focus Group). The Nissan experience must reflect the marketing platform “Innovation for All.”

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STRENGTHS

WEAKNESSES

• Global brand recognition • Flexible choices in each car model • Seen as trendy and respectable • A strong research and development team • Strategic alliance with Renault widens the reach of Nissan

• Doesn’t stand out in the car market • Lack of strong brand image in the US • Decline in brand image because of recalls • No diesel technology • Fluctuation of exchange rates between the Japanese Yen and US Dollar

OPPORTUNITIES

THREATS

• Emerging car markets • Compact cars becoming more popular • Expansion into the eco-friendly market • A chance to widen the market further through alliance with Renault • Revival of the Datsun brand to target lower income markets

• Competition with other foreign car manufacturing companies, especially other Japanese companies • Other car companies are becoming more techy • Current market saturation • Economic slowdown • Rise in manufacturing prices

RISE ABOVE THE REST The constant rivalries.

THE POWER OF DREAMS Honda competes directly with Nissan, currently outperforming it. In 2011, Honda had the highest consumer report ranking. Consumers recognize Honda for its fuel efficiency and affordable quality. Honda and Toyota generally dominate the compact car market. Honda is the fourth largest car manufacturer in the U.S. as well as the sixth largest car manufacturer in the world. In the first quarter of 2011, Honda had a multicultural market share of 16.6% (NSAC 8).

MOVING FORWARD Toyota also competes head-to-head with Nissan and has higher sales. In the U.S., Toyota is known as the car that will outlast all others. Its reputation has led it to become the third top-selling automotive brand in the world. About 25% of Toyota sales are multicultural (NSAC 8).

AN AMERICAN REVOLUTION Chevy positions itself as a product of the American Dream. However, it may be perceived as less trendy than Japanese-made models. It is well known for trucks although its small cars are gaining popularity. In the first quarter of 2011, Chevy had a multicultural market share of 10.7% (NSAC 8).

FEEL THE DIFFERENCE Ford is America’s car. Since the debut of the Model T in 1908, Americans have associated Ford with prosperity, ingenuity, and hard work. Ford emerged from the economic downturn with a sense of urgency that pushed it to outperform competitors. Recently, Ford has been trying to increase sales by introducing fuel-efficient cars and by appealing to tech-savvy consumers. In the first quarter of 2011, Ford had a multicultural market share of 9.7% (NSAC 8).

DRIVE YOUR WAY Hyundai was not on the radar until recently, when it emerged as a real competitor in the U.S. It has taken competitor’s profits by improving its cars. Model options are limited compared to competitors’ options. In the first quarter of 2011, Hyundai had a 5.9% share of multicultural sales (NSAC 8).

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THE ART OF METHODOLOGY PRIMARY RESEARCH Focus groups. We videotaped and logged focus groups for in-depth analysis. The focus groups covered the following topics:

A FRESH PERSPECTIVE

• Media consumption • Dealership experiences • Car-buying behavior • Reactions toward advertising • Language preferences • Cultural influences • Brand promotion • Desired car qualities • Perceptions of Nissan Insights. HAs commented that Japanese cars seem the most reliable, and that on Hispanic channels you need to advertise in Spanish as well as show how good you feel while driving the car.

AAs talked about how mixed families are never shown in ads–it’s always an all-black family or an all-white family, never a combination. This seemed strange to them since their families are often mixed ethnicities.

CAs buy cars based on logic more so than emotion.

They want cars that are fuel-efficient and practical– the bells and whistles are just extras. In general, their parents are very proud of their ethnicity, but the millennials are less so.

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Whether I’m American or Latino is the question of the century. I’m both. I’m not American in the sense that I wasn’t raised American. My parents didn’t do what their friends–American parents– usually did, but I don’t feel like I was raised like my cousins from Mexico were raised.

George, Hispanic millennial from California

IN-DEPTH INTERVIEWS

SURVEY 126 respondents answered questions concerning the following topics: • Demographics • Car-buying behavior • Perceptions of Nissan • Media consumption

We interviewed individuals from the target market. We used these in-depth interviews to determine the best way to approach ethnicity and to avoid stereotypes in advertising. We videotaped and logged these interviews for further analysis.

• Sports • Cultural influences

BURIED IN THE MIX In the eyes of our target market, Nissan is in the mid-price range. It ties with Ford and the trendiest car company.

However, its not as practical as Honda or Toyota. In the minds of consumers, Nissan is trendy, but doesn’t stand out from its competitors.

EXPENSIVE

PRACTICAL

TRENDY

INEXPENSIVE

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WORD ON THE STREET Because of the way black people are portrayed in the media, people expect me to behave in a certain way–they expect me to be less educated. I talk properly and I don’t use slang.

They’re almost disappointed when they find out that I’m educated. You should be disappointed when people come in and aren’t educated, not when they are.

There shouldn’t be any different expectations for me.

I’m not excelling for a black kid, I’m excelling as a human being.

“If you buy a car you want to be able to say, ‘Oh that’s so and so’s car.’ It looks like them. It kind of has the same personality as them.”

Eric, from Chicago, pre-comms major and wants to do animation

Dealerships don’t listen to me. I bought a truck right when I got back from Texas. I told the dealership that I wanted four wheel drive, but they told me I couldn’t afford it. Later, when I was getting my tires change, I found out that there was a lug nut missing off each tire.”

“On Latino channels, the advertising changes to comfort — how good you feel driving the car, the fun you have in the car. I haven’t seen them advertise feeling as much on English channels.

- Oscar, Hispanic American, undergrad “I feel like my car at home is really telling. I always have stuff in the back–and it’s kind of a mess. As college students we don’t always have the opportunity to buy cars that we love for the way that they look, or the style.

Gabrielle, from Houston, majoring in elementary education, likes dancing

Ideally everybody would want a car that reflects them. I look forward in the future to being able to pick out a car that I like and to have the money to choose.”

Charles, 23-year-old African American from Texas studying communications

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DISCOVERING THEIR DRIVE Consumers’ insights into the Nissan Brand.

1.

MMs have a positive perception of Nissan. However, when it comes time to buy a car, Nissan is not their first choice. It doesn’t have that special something that sets it apart from other cars.

2.

3.

4.

The opinions of family and friends strongly impact the buying behaviors of HAs.

Relationship-building is vital with this audience.

(GrowBiz Media)

AAs want to be mainstream without the baggage of stereotypes.

CAs want something that’s techy and trendy, but not too extreme.

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THE BRAND MODEL CURRENT CONSUMER PERCEPTION – “NOTHING SPECIAL” While consumers respect the Nissan brand, they see it as mediocre. Basic Nissan models are affordable but unremarkable. Although Nissan cars are good-looking and trendy to own and drive, they lack a unique identity.

DESIRED RESPONSE – “THE CAR IS ME” Nissan cars fit their driver’s personality. The brand is powerful and exudes confidence, empowering Nissan car owners and strengthening the connection they feel with their car.

CONCEPTUAL TARGET – “TRENDY AND TECHY” The first generation to grow up in an increasingly technological world is hitting the car-buying phase of their lives. These young adults have grown up with a remote in their hand, a laptop in their backpack and an iPod blaring in their ears. Their fast-paced lives demand convenience and accessibility. MMs are trendsetters who value individualism, respect and creative expression.

CORE DESIRE – “THE REAL ME” These young adults, more than anything, want society to see past stereotypes and get to know who they truly are. They want their car to display who they are under the surface.

ROLE OF THE BRAND – “THE PERFECT FIT FOR ME” Nissan innovation is about options which meet individual needs. Nissan currently offers a diverse variety of models. Each streamlined design provides dozens of customizable options which allow each owner to fulfill their vehicle-related must-haves.

COMPELLING TRUTH The Nissan commitment to innovation and quality offers the best options to MMs who are looking for their first car. Each of our consumers will find something to love among the different models and customization options. They will identify with the voice of the brand.

SELLING IDEA – “MY NISSAN AND ME ARE ONE.”

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When I see multi-ethnic groups in commercials and such, I don’t think of ethnic equality; I think in the real world, you would very rarely see groups like that. They’re just trying to be politically correct.

I think if you were to really try to target ethnic groups, I’d go for something like The Drive Within campaign because it hits the issue on the head.

Matthew Wells is a Chinese American pre-med student.

He was born and raised in San Francisco’s Chinatown. His mom is from South China.

It makes me think of someone standing up and saying, ‘Look at me. This is me.’ As far as appealing directly to ethnicity, this campaign is the most direct.

THE CREATIVE STRATEGY PROBLEM Minority young adults are often snap-judged by people who don’t even take the time to get to know them.

Likewise, people pass judgment on Nissan cars without popping the hood or sitting in the driver’s seat.

TRUTH No car–or person–is the same. You can’t judge a Nissan or a minority simply by what you see on the outside.

CHALLENGE Inspire minority young adults to step inside a Nissan.

BIG IDEA Minorities can relate to Nissan cars because both minorities and Nissan cars are stereotyped. Nissan asks you to look deeper and discover who Nissan really is, inside and out.

ARTICULATION – THE DRIVE WITHIN

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EXECUTING THE BIG IDEA We started hearing voices. Nissan was speaking to us. And we thought, “If an Altima could talk to us, what would it say? What would it sound like?”

This idea became the premise of our creative executions.

Our print ads (featured throughout our book) will run as full spreads, single pages, posters, and inserts. The headline copy for these ads will contain qualities that can describe both the person and the car. The body copy will detail the features of each specific car.

The insert will also serve as a brochure at the dealership and as a direct mail piece. The clear acetate overlay will feature a minority with the headline “I am powerful.” Turning the cover reveals the car underneath and detailed copy about the car. The back of this ad will show more features of the car as well as copy explaining more about the options that Nissan provides.

Copy for Insert: “I am quick. I am responsive. I am smart. Forget turning the key and start your drive with the push of a button. With my RearView Monitor, going back and forth to get out of a parking spot is a thing of the past. And your drive will be your own with my iPod/USB Interface. Top that off with my Bluetooth Hands-free Phone System and you can stay connected no matter where you are. I’m the 2012 Nissan Altima, and we both know it’s what’s on the inside that counts.”

INSERT / BROCHURE / DIRECT MAIL

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POSTER

TV STORYBOARD :30 “I KNOW THE FEELING” Using a bold and confident tone, the TV commercial shows a young African American driving an Altima Coupe. A male voice-over describes feelings he often has as an ethnic minority. However, the commercial ends with a twist when the viewer finds out that the voice is the voice of the car, not the driver.

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RADIO - COLLEGE FOOTBALL SWEEPSTAKES TOUR Modeled after the TV ad, radio uses a similar tone to emphasize how Nissan cars and minorities can be overlooked. The ad closes with a challenge to visit thedrivewithin.com and to check out “The Drive Within College Football Sweepstakes Tour.”

Radio Spot :60 “It’s What’s Inside That Counts” SFX: Car door opens and closes. Car starts.

MUSIC: Upbeat techno.

MAN VO: After all I’ve done, they still don’t give me the respect I deserve. They take one look at me and turn the other way. They don’t give me a chance to prove myself. But I’ll prove them wrong. I’m quick. Responsive.

Smart. That’s what drives me. I’m the 2012 Nissan Altima. With award-winning safety features, V6 engine, and finely crafted exterior, you’ll discover I’m not what they think. Because like you, my passion runs deeper and goes beyond first impressions. We both know it’s what’s on the inside that counts.

ANNOUNCER: Visit your local Nissan dealer for more details about “The Drive Within College Football Sweepstakes Tour.” Nissan is hosting tailgate parties, helping fans design the Nissan of their dreams and giving away a newly customized car at ten college football games across the country. Visit thedrivewithin.com for dates and locations. Nissan is a proud partner of the Heisman, BSC Championship, and college football.

BILLBOARDS Billboards will run in consecutive sets of three as well as singles. The first two billboards will feature the car and an individual as well as copy that’s similar to the print ads. The final billboard will reveal the type of Nissan and the tagline.

Single billboards will be similar to the single page print ads, where a close-up of the MM and a feature of the car are shown.

Copy for these billboards will just be one-liners, with qualities that can be for either the person or the car.

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THE NEED FOR NON-TRADITION FLASH WEBSITE BANNERS The banner ad will appear on all three sides of the webpage. Initially, the right side will appear unrelated to the top and left side banners. Upon loading the page, a voice-over starts narrating the copy. After it stops, the man in the banner on the right looks toward the other two banners and says, “I know how you feel.”

FACEBOOK AND TWITTER Nissan’s Facebook and Twitter pages will be updated in real time and will encourage friends and followers to post and tweet about “What’s your drive within?” Here Nissan can share who they are and help others to do the same.

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WEBSITE Thedrivewithin.com will be a website separate from but linked to nissanusa.com. Here, our tech-savvy MMs can experience The Drive Within by building their own car online. MMs can choose car color, interior details, entertainment, etc. The car that they build will be a perfect expression of their Drive Within.

EXPERIENCE THE DRIVE WITHIN - WEB VIDEO Once their car has been customized, customers can watch a personalized commercial starring them on thedrivewithin.com. This commercial will imitate the “I Know the Feeling” TV commercial. However, this web video will star the individual by using actual images from their live webcam.

The video will show individuals driving their newly selected car around real

images of prominent locations in their town through the aid of Google Maps and Facebook Connect. Finally, as the video comes to a close, the car will pull up to the location of their IP address— whether that is their home, office, or any other location.

After viewing this video, customers will be directed to nissanusa.com

where they can find the dealer nearest them. They will also have the option of posting this video to Facebook, YouTube, Twitter, or other social media. This will encourage their friends and family to visit the site to Experience The Drive Within for themselves. It will also spark interest in the Nissan brand and The Drive Within campaign.

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CINEMA In movie theaters across the nation, we will run an interactive ad that is “produced” by our movie goers as they are waiting for their movie to begin.

The movie goers will be shown specific aspects of a Nissan car and be asked to vote for their favorite features via texting.

They will first vote for the body of the Nissan; next, the color; and finally,

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the interior of the vehicle. Finally, the audience will choose one of the three power statements used in other areas of the campaign. They will see the live results for each option on the movie screen.

After all the voting is polled, the commercial the audience has “produced” will be played. It will feature the body, color, and interior

that the majority of the audience members selected. The commercial will end with the most popular power statement. Then the screen will fade, and the audience will be invited to create an interactive Drive Within video online at thedrivewithin.com.

They will also be invited to visit a Nissan dealership to “Experience The Drive Within” in 3D.

YOUTUBE PAGE AND SCHOLARSHIPS Nissan’s YouTube page will feature documentary-style videos where individuals share stories of triumph and their drive within to succeed. The YouTube page will also run The Drive Within TV spots.

Nissan’s Share Your Drive Within Scholarship Contest will be available

to high school seniors of AA, CA, and HA descent. Thirty-five $5,000 scholarships will be awarded to the student who best answers the question “What’s your drive within?” Applicants should describe their ambitions, dreams, and plans, and what motivates them to achieve them. The winners

of this 500-word essay contest will be announced on June 1, 2013.

In addition to the scholarship, winners will be featured in the YouTube videos produced by Nissan.

SCHOLARSHIP PARTNERS

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PROMOTIONAL PIECES MAJOR LEAGUE SOCCER Because the HA and CA target audience has an affinity for soccer, Nissan will be sponsoring Major League Soccer and take over displays at all MLS stadiums across the U.S. Specifically, we will own all electric billboards located within the stadium, rotating between signage of the Nissan logo, the power statements we have created for the campaign, and “The Drive Within” tagline. In addition, we will buy the banner ads behind each of the goal posts.

FOOTBALL TAILGATES “Tailgate with Nissan” will be a promotional event held at the ten NCAA Football games that Nissan participates in. Here, Nissan will sponsor tailgate parties with games and entertainment targeted at millennials. Vendors will be invited to sell food to attendees.

Admittance will be free. Football fans will be able to design their dream car at the “Experience the Drive Within” kiosks that will be set up and see cars on display.

These kiosks, like the ones that will be placed in dealerships across the country, will have iPads and TVs so that fans can choose the car features they want. After building their car, they will be able to view their own “commercial” on the LCD screen. Then they will be entered into a random drawing to win the car they just designed. During halftime, the announcer will direct the crowd’s attention to the JumboTron, where the winner’s video will be played.

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EXPERIENCE THE DEALERSHIP Our research found that one of the most frustrating things for MMs when buying a new car is dealing with the car salesman. To avoid consumer confrontation with the sales force, as soon as customers enter the dealerships, they will be led to a special kiosk featuring Experience The Drive Within in 3D, located in select cities. Potential

car buyers will have the opportunity to build the car of their dreams.

Using iPads and LCD TVs, visitors can pick and choose everything the features that they want in their cars. Once they are finished, they will be able to watch their own commercial in 3D and have it emailed to them or have it posted to their Facebook profile. The salesperson

can then pull up the customer’s creation, which will inform the salesperson of the customer’s specific.

It will save time for the car salesperson, giving him or her more time to help more clients. This will also reduce the frustration that the target market has expressed.

IPAD DESIGN STATION

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HITTING THE MARK A comprehensive media plan

NISSAN "THE DRIVE WITHIN" MED

NISSAN “THE DRIVE WITHIN” MEDIA PLAN

Total Number of Ads by Medium Per Mon

Total Number of Ads by Medium Per Month Apr

Quarter 2, 2013 May

Jun

Jul

Quarter 3, 2013 Aug

Sep

Oct

Cable Television1 (GRPs per month)

2240

2240

2520

1120

1120

1400

1120

Spot Radio2 (GRPs per month)

125

450

450

450

450

125

125

MEDIA

Online3

Internet advertisements will run until

the online

Cinema Magazine4

8

Direct Mail5

1

8

8

7

6

3

3

1

Freeway Billboards6

36

Subway Platforms7

18

12

Scholarship MLS Sponsorship Monthly Media Expenditure % Total Expenditure Quarterly Expenditure

Year-long

$ 10,126,929 $ 10,965,729 $ 11,612,809 $ 6,374,462 $ 6,306,667 $ 5,308,873 $ 5,086,882 10% 11% 12% 6% 6% 5% 5% $

% Allocation per Quarter

32,705,467.00 32.7%

$

1

Univision, Telemundo, ESPN, TBS, Comedy Central, MTV, Spike TV, E!, BET, G4

2

Popular contemporary, hip-hop, ethnic music

3

Pandora, Spotify, Youtube, Yahoo, ESPN, Hulu, Monster, Ticketmaster, Fox Sports Soccer

4

Sports Illustrated, ESPN Magazine, Rolling Stone, US Weekly, Game Informer, Latina, Essence, Black Enterprise

5

Sent to target market in seven target DMAs

6

Atlanta, Miami, Los Angeles, Dallas

7

New York City, San Francisco, Chicago

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17,990,002 18.0%

$

MEDIA OBJECTIVES

DIA PLAN

nth

Quarter 4, 2013 Nov

Jan

Quarter 1, 2014 Feb

Dec

Mar

1120

1400

1120

1120

1400

$

41,414,400

125

125

125

125

125

$

8,131,000

$

8,000,000

$

3,826,200

$

14,470,366

$

315,000

$

1,737,000

$

621,512

$

175,000

$

6,305,050

e budget has been exhausted.

51,016,000 Viewers 3

3

3

3

3

1 24 6

6

6 35

sponsorship

Total

1.

Drive target market to the dealership and website in order to create a relationship with the Nissan brand.

2.

Utilize opportune times and places to integrate Nissan’s message into multiple aspects of the target market’s lives.

MEDIA STRATEGIES Use tightly-targeted media in carefully picked DMAs to ensure high reach and frequency among MMs. Create a personalized message through television, magazines, and websites to foster a relationship between Nissan and the target market.

2 $ 5,009,193 $ 5,491,562 $ 4,836,793 $ 6,652,582 $ 7,221,973 $ 84,995,528 % 5% 5% 5% 7% 7% CAMPAIGN 15,587,637 15.6%

$

TOTAL 18,711,348 production costs of 15 MM) 18.7% (minus (minus production cost of 15 MM)

WHEN We will advertise throughout the year, but there are a few months during which we will heavy up. Through our research, we have found that people are most likely to buy cars in the summertime. Our campaign kicks off in April, so we plan to start off with a bang. We will keep up the momentum throughout the summer to increase consumer awareness and preference toward Nissan.

WHERE MMs can be found almost everywhere in the United States, but we have found seven areas where they are more densely populated. The DMAs chosen are the following: New York City, Miami, Dallas/Fort Worth, Atlanta, San Francisco, Los Angeles, and Chicago. Through out-of-home advertising, cinema advertising, and TV and radio, we will reach our audience in these areas. On a national level, we will reach MMs through magazines, promotions, events, and web advertising and presence.

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DIRECT MAIL $315,000 (.32%) A one-piece mailer will be sent out to 70,000 CAs in April, 70,000 HAs in August, and 70,000 AAs in December. A total of 210,000 mailers will be sent out by the end of the year.

MAGAZINES ($14,470,366) (14.8%) The first three months we will do 2-page spreads to kick off the campaign. Throughout the remaining nine months of the campaign, we will pulse the single-page ads with the clear acetate overlay.

SUGGESTED MAGAZINES SPORTS: ESPN MAGAZINE , SPORTS ILLUSTRATED MUSIC: ROLLING STONE ENTERTAINMENT: US WEEKLY, GAME INFORMER MINORITY: LATINA, ESSENCE, AND BLACK ENTERPRISE.

SPOT AND LOCAL CABLE TELEVISION $41,414,500 (41%) During the launch phase of our campaign, each DMA will have 80 GRPs per week. The rest of the year, each DMA will account for 40 GRPs per week.

SUGGESTED CHANNELS AND PROGRAMS UNIVISION: FUTBOL POR TV TELEMUNDO: TELENOVELAS ESPN: SPORTSCENTER, MLS SOCCER GAMES, NBA BASKETBALL TBS: 30 ROCK, THE BIG BANG THEORY, AND HOUSE OF PAYNE COMEDY CENTRAL: TOSH.0 AND PREMIUM BLEND MTV: JERSEY SHORE AND FANTASY FACTORY SPIKE TV: MMA FIGHTS E!: KEEPING UP WITH THE KARDASHIANS BET: 106 & PARK

SUBWAY PLATFORM ($621,512) (.62%) Platform ads will appear in subway stations of New York City, San Francisco, and Chicago. We will do a single flight of five consecutive months, from April through August.

The first three months are to launch the campaign, and the next two months finish out the summer. We will flight the advertising throughout the remainder of the campaign– every other month for each DMA.

FREEWAY BILLBOARDS ($1,737,000) (1.74%) Freeway billboards will appear in three consecutive panels coinciding with the creative. These will run in Atlanta, Miami, Los Angeles, and Dallas. They will run in a flight pattern in three-month blocks. Billboards will run April through June, and again from October through November.

G4: AMERICAN NINJA

SPOT RADIO ($8,131,000) (8.1%) The campaign will run year-round. Ads will flight during the non-summer months with increased frequency from May through August to coincide with peak car-buying months and academic summer breaks. Ads will run on several of the more popular contemporary, hip-hop, and ethnic music stations in our seven DMAs.

SUGGESTED RADIO STATIONS TOP 40 HITS: KIIS FM 102.7 PLAYS TOP 40 MUSIC AND HAS RYAN SEACREST AS A HOST ON SATURDAYS, Z100 IS NEW YORK’S HIT MUSIC STATION ETHNIC: SPANISH CONTEMPORARY RADIO IN MIAMI, MEGA 94.9, RADIO ESTEREO LATINO 94.1 FM HIP HOP/URBAN: CHICAGO’S WGCI-FM 107.5, HOT 107.9 WHAT ATLANTA’S HIP HOP AND RAP RADIO STATION, 94.9 KYLD IN SAN FRANCISCO, 94.5 K-SOUL, URBAN CONTEMPORARY RADIO IN DALLAS

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WEB PRESENCE $8,000,000 (8%) We will do three-part series flash banner ads on Pandora, Spotify, YouTube, Yahoo, ESPN, Hulu, Monster, Ticketmaster, and foxsports.com/foxsoccer. We’re going to pay on a cost-per-click basis. For the three-part banner ad, it will cost around $5 per one thousand clicks.

CINEMA $3,826,200 (3.8%) Cinema advertisements will be shown in a total of 584 theatres across all seven DMAs. Using the Velocity Cinema Advertising website calculator, we estimated that there will be 51,016,000 viewers, including a significant number of MM. (www.movieadvertising.com)

SCHOLARSHIPS (TOTAL COST: $175,000) (.18%) There will be thirty-five $5000 scholarships awarded.

Each applicant will write a 500-word essay answering the question “What’s Your Drive?” The scholarship winners will be announced on June 1, 2013. We will advertise these scholarships on radio in our DMAs as well as through high school counselors.

MAJOR LEAGUE SOCCER SPONSORSHIP $6,305,000 (6.3%) Advertisements will be featured all throughout the stadiums. There will be billboards, padding everywhere, and ads on the big screen.

TV 41% PRODUCTION 15% MAGAZINE 14.47% RADIO 8.13% ONLINE 8% MLS 6.31% CINEMA 3.83% BILLBOARDS 1.74% SUBWAY .62% DIRECT MAIL .32% SCHOLARSHIP .18%

TV 41%

Produc-on 15%

Magazine 14.47%

Radio 8.13%

Online 8%

MLS 6.31%

Cinema 3.83%

Billboards 1.74%

Subway .62%

Direct Mail .32%

Scholarship .18%

THE DRIVE WITHIN

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MEASURING WHAT WE’VE DONE

THAT’S JUST THE BEGINNING. Once we’ve launched the campaign, we plan to measure every aspect of it. We’ll do a tracking study that will gather data on recall and persuasion. Then we’ll keep tabs on traffic to thedrivewithin.com and watch the follow-through as it moves to nissanusa.com.

We will track dealership traffic and survey the sales force.

We will also track purchases by MMs by offering incentives for completing surveys. Once we’ve gathered this information, we will adjust the media plan accordingly.

The Drive Within campaign we’ve developed is emotional and impactful. It will resonate with our target market and make them think. This sensitive message will empower not only our target market but the Nissan brand as well.

This campaign will capture the hearts of our consumers. It will help them to feel a bond with the Nissan brand. Nissan will no longer be a second or third choice when buying a car.

The voice of Nissan will be on the minds of all MMs. Together Nissan and this remarkable generation can build their drive wthin and achieve distinction and credibility.

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THE DRIVE WITHIN