Table of contents Meet the Team - 4 Executive Summary
-5
Situation Analysis Case Highlights - 6 Nissan - 7
Competition
- 11
Target
- 17
Segmentation
- 18
Research
Quantitative Survey
- 24
Interview
- 34
Focus Group
- 36
Creative Brief
- 42
Single Biggest Idea
- 43
Psychographic Segmentation
- 44
- 46
Strategy
Discovery Campaign
Interior design
Partnerships - 47
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IMC
Print Media
- 48
Broadcast media
- 50
Outdoor
- 51
Cause Marketing
- 52
Guerilla - 56 Promotions/Special Events
- 55
Mobile Applications
- 56
Radio
- 58
Online Interactive Media
- 60
Creative
Outdoor
- 62
- 62
Mobile Applications
- 63
Guerrilla Advertising
- 63
Radio
- 64
Media Plan Budget
Graph - 65
Spreadsheet - 66
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Meet the Team
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Our President, Ann Carroll, is a senior at Radford University. Her major is in Media Studies with a concentration in Advertising; she is also a minor in Business. She is graduating in May 2012.
Carol Balderson is a senior at Radford University. Her major is in Media Studies with a concentration in Advertising; she is also a minor in English.
Aaron Sorenson is a junior at Radford University where he is studying Advertising and Sociology. After college, he would like to work for an advertising agency in a city.
Alexandra Claessen is a junior at Radford University where she is majoring in Media Studies with a concentration in Advertising.
Jared Hartness is a sophomore at Radford University. His major is in Media Studies with a concentration in Advertising; he is also a minor in Business.
Kaitlin Fields is a junior at Radford University aspiring to earn a double major in Media Studies with a concentration in Advertising, a BFA with a Graphic Design concentration, and a minor in French.
Executive Summary
We, The Roots Agency, have developed a fully integrated marketing campaign for Nissan which targets Multicultural Millennials (MM) - Hispanic, Asian, & African-Americans aged 18-29. The campaign will run within the fiscal year 2013 (April 2013-March 2014) with a budget of $100MM. This plans book is an organized collection of all of the materials we developed in the process of creating our campaign. An overview of our research process, creative briefing, and plans for implementation (among other analysis and logistics) are all addressed in this book.
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Case Study Highlights: This is initial background information about our case that we gathered before we began our primary research.
Campaigns: Our marketing goal is to increase share among MM. The campaign materials should use the English language, with recommendations pertaining to in-language creative executions where applicable. The campaign should include Nissan-owned online destination experience (nissanusa.com, Nissan Facebook page, Nissan YouTube channels, Nissan mobile sites, etc.)
Models: In the last year, Nissan has adopted a Core Model strategy which puts focus on the upcoming launches of our top-volume vehicles: Altima, Rogue, Sentra, Pathfinder and Versa. Being the largest volume vehicle in the Nissan family, Altima gets a bulk of Nissan’s marketing dollars and a more robust marketing mix. The Multicultural (MC) segments will play a tremendous role in reaching sales goals for these vehicles because each of them has high volume in the MC market. Nissan Altima continues to be the leading model in sales for Nissan. The Versa, the Sentra, and the Rogue are among the top 5 most purchased vehicles among the Multicultural market.
Current Sales: Currently, Nissan is in a healthy state with MC consumers. The largest gap in shares exists within Hispanic and African American audiences, indicating that acquiring higher sales among Asian Americans will be the greatest challenge in terms of market share. Nissan ranks third in terms of total MC market share. According to Polk, approximately 25% of all Toyota and Nissan sales are from Multicultural consumers.
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Nissan Brand Analysis:
Nissan was established in 1933 by Yoshisuke Aikawa who planned to produce between 10,000 and 15,000 units per year.
Nissan’s original slogan was “The Rising Sun as the flag and Datsun as the car of choice” Today, Nissan’s slogan is “Shift_ the way you move” Nissan Moto Co. Ltd did not come to the United States until the 1960s, where it is now one of the largest automotive brands.
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What’s happening now- “Innovation for All” “Innovation has been the heart and soul of the Nissan brand for nearly 100 years,” said Jon Brancheau, Vice President of Marketing, NNA.” “Innovation for All isn’t simply a new marketing idea; it’s the very foundation of Nissan worldwide. This campaign captures Nissan’s spirit and drive towards innovation not just for the elite, but for everyone.” Nissan launched their most recent campaign, “Innovation for All”, in the fall of 2010. The “Innovation for All” campaign represents a significant marketing initiative for Nissan, aiming to deliver over 200,000,000 media impressions before the end of 2010. Nissan features 5 television spots that highlight some of the more significant innovations made by Nissan, such as their brake override technology. The first ad asked the question, “What if cars didn’t need keys or what if you could talk to them?” (showing an image of a smartphone) The second ad features a new father who turned his 370Z into a Maxima sports sedan. The third ad features a kid playing roughly with a Nissan Altima toy car, which touches on the innovative safety features they have incorporated over the years. The fourth ad, called “Dime”, shows a dime on the ground with a Nissan speeding up to it from the distance and then stops on the dime. This commercial highlights Nissan’s brake override technology. The fifth ad is called “polar bear”; it is preview for the Nissan LEAF. The Nissan LEAF, which is a 100% electric car, is the poster child for Nissan’s “Innovation” campaign.
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“Innovation for Endurance”- 2010
Innovation for Endurance features exclusive content daily, showcasing the latest innovations in running, cycling, yoga, strength training, and general fitness all brought to you by the 100% electric Nissan LEAF. Through the Innovation for Endurance campaign, Nissan featured a whole new take on performance. They are surfacing the best innovations in running, cycling, fitness, yoga, and wellness across the country. Nissan put together a road crew who searches the U.S. to find the big and little ways that will help you take performance to a whole new level. Insider tips are provided from elite runner Ryan Hall, cycling coach Chris Carmichael, cycling champion Levi Leipheimer, and yoga master Tara Stiles. Nissan is offering a sweepstakes where “Innovation for All” fans will have the opportunity to win a new Nissan LEAF.
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Annual Tent Event
Nissan holds a tent event as an annual end of summer sale. The goal of the event event is to sell all of their old models in preparation for new models that will come out in September. The event goes from July to September and is hosted at all local Nissan dealers.
Holiday Sales Event
Nissan has a Holiday Sales Event at the end of each year which includes: Cash back, APR rates, and lower lease rates.
Future outlook:
On June 27, 2011, Nissan announced a six-year business plan called “Nissan Power 88.” This plan was built on six main pillars: brand power enhancement, sales power enhancement, quality enhancement, zero-emission leadership, business expansion, and cost leadership. “Nissan Power 88” plans for Nissan to produce a new vehicle every six weeks for six years. A total of 66 vehicles will be produced, which will cover 92% of the world’s automotive market. This includes Infiniti products as well. The goal of “Power 88” is to achieve a global market share of 8% and increase the corporate profit margin to a sustainable 8% by the end of the fiscal year of 2016. Thus, the number “88” was used for the name of the plan.
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Competition: Nissan’s top competitors in the American market are Toyota, Honda, Chevy, and Ford.
Toyota: Toyota Motor Co., Ltd. was founded in 1937. In 1957 Toyota was established despite a major financial crisis facing the company. Today Toyota is the world’s largest vehicle manufacturer based on sales and production volume.
Toyota’s slogan: “Moving Forward”
Outlook for the future: Toyota is paying full attention to the economic factors that may have weakened sales. Record high gas prices influenced Toyota to design more environmentally-friendly cars.
Advertising: Most of Toyota’s advertising is placed in magazines, television, and Internet.
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2010 Toyota allocated $916,524,600 to media buys throughout various media vehicles. 2011 $6,000,000 advertising budget Campaigns: “Expect More from the Unexpected” 2012 Campaign: “Reinvention” Focus on the new Camry When compared to other companies, Toyota was ranked 16th for spending the highest amount of money on media in 2012. Cause Marketing: The Fritz Kreisler Violin Competition and Dream Car Art Contest Together Green- is a $20,000,000 fund that helps with conservation projects and partners with Audubon World Wildlife Fund National Public Lands Day USA Foundation Scholarships for Education
Models: Cars/Mini Vans: Corolla, Camry, Sienna Trucks: Tacoma, Tundra Crossovers/SUVs: Highlander, Sequoia Hybrids: Prius, Camry
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Chevrolet: General Motors owns Chevy, GMC, Cadillac, Buick, and Jeep Headquarters: Detroit, MI Annual Revenue in 2011: $135,600,000 Toyota is the world’s 2nd largest car and truck manufacturer and the largest in the United States The Chevrolet division was established in 1911 Chevy is the fourth largest automotive brand in the world
Chevrolet’s Slogan: “An American Revolution”
Current and Future outlook: 27% of GM is owned by the United States due to the company filing for bankruptcy in 2009. The company plans to increase to 12.9 million united of production in 2011.
Advertising: GM is the third highest spender in advertising in the United States In 2010 alone, Chevrolet spent $2.87 billion in advertising GM places most of their advertisements in magazines, national newspapers, television, and Internet
2011 Marketing Chevy Cruze toward younger buyers and middle-aged demographics Goal for Chevy Cruze to be positioned against Honda Civic and Toyota Corolla $1 billion in spending in the previous year
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2012 Introduced a marketing plan to reinforce Chevy Volt’s image as a safe innovative car Partnership with Klout Cause Marketing Supports environmentally-friendly organizations such as the Bonneville Environmental Foundation and the Climate Neutral Business Network by donating $40 million and partnering with these particular organizations They are working to reduce CO2 emissions from their vehicles
Models: Cars/Mini Vans: Sonic, Aveo, Cruze, Malibu, Impala, Camaro, Corvette, Volt Trucks: Colorado, Silverado, Avalanche Crossovers/SUVs: Equinox, Traverse, Tahoe, Suburban Hybrids: Silverado, Tahoe, Volt
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Ford: Headquarters: Highland Park, Michigan Henry Ford founded Ford and developed the Model T in October 1903 Ford is the 2nd largest U.S. motor vehicle manufacturer Slogan: “Ford, Drive One” Future Outlook: The company has announced restructuring plans in an attempt to lower its costs; it also announced plans to discontinue production of Mercury brand vehicles. Advertising: Ford spent 1.91 Billion on advertising in the U.S. Ford places most their ads in magazines, network television, and Internet Cause Marketing: Ford gave a $50,000 grant to Kettering University for meeting a sustainability challenge. Ford partnered with the League of United Latin American Citizens to address the high school drop-out rate among Latino students across the country. Under Ford’s Program, Ford Driving Dreams through Education, ten LULAC students will receive grants to develop projects that provide local solutions to work on this problem. Models: Cars/Mini Vans: Fiesta, Focus, Fusion, Mustang, Taurus Trucks: F-150, Super Duty, Ranger Crossovers/SUVs: Explorer, Edge, Escape, Flex, Expedition Hybrid: Fusion, Escape
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Honda: Annual Revenue in 2010: $108,000,000 Headquarters: Tokyo, Japan 4th largest manufacturer in the United States 2nd largest automobile manufacturer in Japan
Slogan: “Power of Dreams”
Current Advertising:
Campaigns: “Good Reasons from Honda”, “To Each Their Own” “To each their own”: This campaign is targeted towards Millennials. It stresses the idea that we are all different and there is a unique Honda Civic for each of us. There are five characters: a zombie, an urban woodsman, monster, ninja, and a champion luchador. Each character drives a Civic that fits their taste and personality. Cause Marketing: Honda supports Earth Rangers Fund which teaches children about endangered habits Family Literacy Day Civic reading Circles for children Models: Cars/Mini Vans: Accord, Civic, Odyssey Trucks: Ridgeline Crossovers/SUVs: CR-V, Pilot Hybrids: CR-Z, FCZ Clarity, Insight
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Millennial: Ages 18-29 57% Men 43% Women African Americans- 14% Asian Americans 5% Hispanics- 19% Facts:
41% more likely to make a HH income of $60,000 32% more likely to have attended college 48% of Millennials who say word-of-mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy 45% of Millennials highly associate their lives with simplicity 43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone 41% of Millennials have made a purchase using their smartphone 33% of Millennials live in cities and 14% live in rural environments, the rest… suburbs! 32% of Millennials say they don’t like advertising in general, compared to 37% of the general population 27% approximate decline in email usage among those ages 12-34 over the past year 24% of Millennials say that ‘Technology use’ is what most makes their generation unique, the #1 answer 21% of Millennials say helping people in need is one of the most important things in life 10 median numbers of brands that Facebook users ages 18-34 have ‘Liked’ – FB page 4 - average number of times that Millennials eat out per week – hit them with ads while out to eat! -Placemats, coasters, etc.
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Multicultural Segmentation
Hispanic: Population: 9.5 Million Makes up 19% of the Millennial segment Mostly located in California
Insights: Around 1 in every 8 Americans are of Hispanic origin. The states with the greatest Hispanic populations are New Mexico, California, Texas, Arizona, Nevada, Colorado and Florida. The largest growth in the Hispanic consumer market is amongst the middle class, which has increased nearly 80% since 1980. Because the median age of Hispanics in the United States is 27, facility owners would do well to target a younger audience when it comes to programming and marketing strategies.
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Connecting: Many companies hoping to connect with the Hispanic American society are beginning to partner with a Hispanic spokespeople for promotion efforts. For example, Kohl’s recently began carrying clothing designed by Daisy Fuentes. Approaching Hispanic celebrities can help target and participate in our marketing efforts. Another tactic is to place ads within local Hispanic newspapers. Approximately every major city in the U.S. has a local Hispanic newspaper. It will be effective to find out which Hispanic newspapers are in rotation in cities that are highly populated with Hispanic Americans and promote in that area. The top channels for marketing to Hispanic consumers are radio, TV and grass-roots marketing. A good approach is to advertise on Hispanic cable channels, such as Univision or Telemundo, or in local Hispanic newspapers. Creating marketing campaigns that combine a mixture of English and Spanish, also pictures of Hispanics participating in local cultural content could echo well with the Hispanic community.
Technology: The Hispanic population often listens to the radio for most of the day. Targeting: 75.4% of Hispanics read magazines in which 53.1% of them are aged 18-34 More than 60% of Hispanics say they “like magazine advertising” Almost half of Hispanics agree that “Magazine ads provide me with something I can’t find in other media like TV, radio or the Internet” 49% of U.S. Hispanics, who watch television during prime-time hours, watch Spanish language programming. 40% of Spanish-dominant Hispanics regularly watch English-language programming. 30% of English-dominant Hispanics regularly watch Spanish programming. . The entire family may listen to one station and tune in, on average, 26 - 30 hours per week. This ranks more than 13% above the general population. Hispanic households are 3.5 times more likely to respond to a direct mail advertisement than a nonHispanic household 72% say they always read their mail, including direct marketing;
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African American:
Population: 7 Million 14% of the millennial population Mostly populated within the Southeast Insights: Family-oriented, Community-oriented Value comfort African American woman spend three times more of their disposable income on beauty products
Concerned with making a positive difference in the world For many Africa Americans image is everything or at least how they appear publically is
Technology: African American’s talk and text more than any other racial segment African Americans watch television more than any other multicultural group
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Connecting: Celebrity endorsements: Using African American celebrities to endorse marketing can gain major support from the African American community - Tyler Perry, Ice Cube, Aaron McGruder Using bold colors for marketing will catch the eyes of many African American African American Magazines: Essence, Ebony, Black Enterprise Magazine, and Regal Magazine On-campus improvement projects at Historically Black Colleges and Universities State employees get discount Nissan safety-plan (warranty/insurance special) Grants supporting programs and nonprofits that benefited Black communities Collaborate with the National Black MBA Association Form an agreement with Black television/radio show(s) to advertise on the show and their official web sites. Launch a social media site dedicated to the ‘Black Road Tripper’ Make a presence at Essence Music Festival, BET Awards, and Hoodie Awards Contest for African Americans where finalists are chosen to appear in a television ad for Nissan Television ads featuring key African American executives who play a major role in the company Nissan-sponsored/run forum community for young African Americans Aim to rank on African American Enterprise Magazine’s list of Black owned advertising agencies
Targeting: African American households watch mostly CBS primetime shows... also American Idol and Cleveland Show Also watch programs such as BET, Court TV and other mainstream networks such as CBS, FOX, and ESPN
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Asian American: Population: 2,500,000 4% of the Millennial population Most located in California and New York Insights: Top educated among the MM’s Relationships are highly valued Like to stay connected with its culture English Proficient Asians still consume Asian in-language media by choice Chinese is the most represented Asian group in the United States Young Asian Americans value their family and their culture. Among this group, their cultural traditions come first and foremost. In order of importance is an appreciation for individual ethnicity The findings reveal that the Internet plays a critical role in the life of Asian Americans with nearly 90% of respondents online and 70% visiting ethnic websites/portals Overall, the Asian-American population grew 48% from 1990 to 2000 and currently makes up about 5% of the U.S. population. Quicker to adopt the latest telecommunication advances. For example, 78% of all Asian-American households own a cell phone versus 68% of all U.S. households. 60% of Asians 15-29 years of age feel that comfort is the most important necessity in a car 51% normally drive without a passenger This segment focus heavily on self-concept Very conscious of their self-image and also how others perceive them Technology: Up to date with new technologies/devices Asian Americans watch YouTube more than any other multicultural segments High brand awareness Read reviews before purchasing a product More likely to be on Facebook than White Americans
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Targeting: 80% of the respondents consume ethnic media with print having the highest pentration followed by TV and radio.
e-
Top 5 magazine category’s: News Weeklies, General EditoriWomen’s, Home Service, and Business/Finance
al,
Read reviews before purchasing a product Nearly three out of four Asian-American adults are magazine readers, comparable readership among the general U.S. population. average, Asian Americans read eight magazine sues per month
to On is-
More likely to buy a new car as opposed to a used one, as well as own a luxury car versus a non-luxury car. Asian Americans Millennials are highly receptive to culturally relevant messaging and marketing Asian Americans prefer to be targeted through in-language advertising Print is the most effective advertising vehicle for Asian American Millennials
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Research: Our primary and secondary research helped us gain insight on the Nissan brand and which direction we need to take it in order to create an effective campaign. Survey:
We posted an online survey asking the following 16 questions: Survey Results: • Our survey was completed by 53 millennials. • 55% of participants were male and 45% were female. • The oldest participant was 39 years old, while the youngest was 18 years old. 57% of survey participants were 20 -21years old. • Ethnically speaking 67% were Caucasian , 13% were African American, 10% were Asian American, and 6% were Hispanic, and 4% were of other 2.
What if your sex?
3.
What is your age?
4.
What is your ethnicity?
5.
What area best describes where you grew up?
6.
How many vehicles have you owned?
7.
What automobile brands have you owned?
8.
What type of vehicle have you previously/currently owned?
9.
Which medium will you most likely use to search for a vehicle? (Rnk 1 to 4)
10.
How much are you wiling to spend on a vehicle?
11.
What year are you in school?
12.
Would you purchase a car: older model but brand name and less equipped or a newer model full equipped?
13.
What is the primary use of your vehicle?
14.
Which brand would you be more inclined to purchase?
15.
Would you rather buy a car or lease a car?
I16.
Which would you realistically purchase currently? (New or Used)
17.
State one word that comes to mind when you think of Nissan.
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Survey Results: • Our survey was completed by 53 millennials. • 55% of participants were male and 45% were female. • The oldest participant was 39 years old, while the youngest was 18 years old. 57% of survey partici pants were 20 -21years old. • Ethnically speaking 67% were Caucasian , 13% were African American, 10% were Asian American, and 6% were Hispanic, and 4% were of other
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• The majority, 53% lived in Suburban areas, while Urban settings were the least inhabited by partici pants • Surveys showed that nearly a third of millennials have only owned one vehicle • A fifth had owned two
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• 34% owned/had owned car brands we did not list as options the chart below gives names and numbers of participants who • The most popular brand we gave was Honda, followed by Ford , Toyota, Chevrolet, and then Nissan & Hyundai
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Other Brands Owned
Plymouth 1
Mazda 4
Chrysler 1
Lamborghini
1
Subaru
1
Acura
1
Iszuzu
1
Mitsubishi
2
Scion
1
BMW
3
Jeep
5
Dodge 2 Pontiac
2
Volvo
3
Volkswagen
2
• Mazda and Jeep were the most popular brands we did not list in the survey for ownership
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• The most popular type of vehicle to own amongst millennials is a sedan, followed by the SUV, coupe, truck, and finally the crossover Medium of Info Internet Newspaper Dealership Word of Mouth
1 34 2 11 1
2 10 10 20 8
3 2 17 11 18
4 2 19 6 21
• According to the chart above, the most favorable medium to receive information about puchasing a new vehicle from is the Internet or by visiting the dealership • The least favorable is by word of mouth or the news paper Average Price Millennials would be willing to pay(for a new car) : $29.8 thousand
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• Most survey takers were Juniors or Sophomores in College • 69% said they would rather have a new, fully equipped car than a less equipped car simply for it’s brand name
• 90% use their cars for basic transportation • 0% use their cars to transport family members/their kids
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The following Chart depicts Brand Preference taken during the Survey Brand Preference Nissan Toyota Honda Hyundai Ford GM
1 8 3 5 10 16 4
2 2 8 11 11 5 13
3 11 10 5 6 9 6
4 14 9 8 8 9 11
5 10 9 10 5 6 6
6 4 10 10 10 6 9
• Ford and Hyundai are the top two preferred brands
• Toyota and GM are the least two favorable
• The Pie Chart to the left shows that an astounding 96% would rather Buy than lease a car
• The chart to the shows that 77% of participants would prefer to buy a used car verses a new one
Used
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The words arranged below are all the words participants used to answer the last question for the survey; “What one word comes to mind when you think of Nissan?�
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Interview Lin Huynh Asian American March 14, 2012
1. What does the word innovation mean to you? Expanding on products, making them better than before
2. Do brands matter to you? What brands (car brands) do you prefer? Doesn’t matter, but for most people it does; Honda, Toyota, BMW
3. What’s most important to you when purchasing a vehicle? Color, Mileage, Condition
4. Who purchased your car? Parents
5. Where do you see the most car advertisements? TV, Superbowl
6. What advertisements are most effective and why? TV, most watch TV and Newspaper
7. If you could lease a new car for two years or purchase a used car for the same monthly payment, which would you prefer? Used car; you lose money with a new car after you drive it off the lot
8. Does your parents brand loyalty rub off on you?Yes, Japanese; background has a lot to do with my choice in cars; most Japanese car last a long time
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9. If you bought a car and loved the experience, would you keep driving the same brand or would you explore other brands? Depends on Money
10. Would a longer test drive period be an interest to you? (2 days- 100 miles) Yes, you would get a feel for the car in your lifestyle
11. What magazines are you more like to read? Sports Illustrated, ESPN, Cosmopolitan- if it is laying around
12. What channels do you primarily watch on TV? ESPN, CNN, MTV
13. What type of music do you prefer? R&B, Hip Hop, Top 40
14. How often do you use social media and what do you use it for? Facebook; everyday but just to check for notifications
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Focus Group Report Our focus group included 15 Millennials of African American, Hispanic American, Asian American, and Caucasian ethnicities.
Exercise One: Brand Recognition & Word Association
Our focus group recognized the following brand logos and associated the following words with each brand: Chevrolet: Cars, Trucks, America, & Low Quality Honda: Lasts Forever, & Low Quality Ford: Tough, Trucks, Unreliable, Good Quality, & Mustang Hyundai: Extra Low Quality, Bootleg Honda Toyota: Reliable Nissan: Don’t last, Maintenance, Minivans
Exercise Two: Name That Nissan We presented our focus group with the pictures of five different Nissan models and asked them tell us if they recognized the models by name. The models we used were the Sentra, the Altima, the Leaf, the Cube, and the Pathfinder. We found that every model that showed the focus group was recognized by at least one individual. It is clear proof that our target recognizes Nissan’s models and is aware of the product. Exercise Three: What Do You Want in a Vehicle?
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Exercise Four: The Pick of the Lot We placed pictures and basic information about Nissan models around the room and asked the members of our focus group to go stand by the car model they found the most attractive and they would most likely purchase. We then asked them to explain why they chose the specific car. The following list includes the models, the number of people who chose them, and the comments that they made. Car Model Altima Sentra Cube
Number that Preferred It 6 3 2
Pathfinder Titan Leaf
2 2 0
Comments Sporty, good MPG, &good price Cheap, Simple, Basic, Runs Well Cheapest, good MPG, Safety, “Hideous & I love it!” Size, Travel Potential, Safety, Ability, & Capability MANLY Too expensive, if it was affordable it’d be different
Exercise Five: Car Facts
We asked our focus group:
What Car Brands Do They Drive? Brand Mazda Mitsubishi Toyota Volkswagen Honda Dodge Nissan None Did you or your parents purchase your vehicle?
Number of Owners 1 1 3 2 1 1 3 1
An overwhelming majority, nearly all of our focus group members, had a vehicle that their parents handed down to them or purchased for them. At least half of the group also agreed that their parent’s car choices influence the brands they are interested in when pursuing purchasing a new vehicle.
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What do you want or look for most in your vehicles features? Unaided: We asked our focus group to tell us what they find most important when purchasing a new vehicle. We offered no suggestions when asking this question. The Majority of our group answered that Gas Mileage was the most important trait to find when considering purchasing a new vehicle. Style was the second most important. The third feature mentioned was an auxiliary hookup or any port for MP3’s/ipods built into the vehicle. The final two features mentioned of the top five features were Speed and Safety. Aided: We asked our focus group to choose between one of the following features in their new car:
Feature Stereo Auxiliary Hookup Automatic Windows, Seats, Doors GPS
Number of Votes 8 6 1 0
Color Preference Upon being asked what color preference they had, the most popular colors that were first mentioned were black, white, red, green, and charcoal. The majority of the group agreed that burnt-orange was the least attractive car color.
Exercise Six: Commercial and Ad Critique
Familiarity with Nissan Advertising Before sharing several commercials and ads with the focus group we received the following information on their familiarity with Nissan’s ads and ad campaigns. The last commercials for Nissan the members of the focus group remembered seeing revolved around Innovation and a commercial that involved “exchanging hats and a catchy tune.” While they may not have remembered detailed specifics of the commercials they viewed, they did recognize the proper slogans “Innovation for all” and “Shift the Way you Move” and that they were associated with the Nissan brand. Our participants did not know who the spokesperson was for Nissan and suggested that Nissan not use a celebrity to endorse the product. They believed it would be more effective to create their own icon such as the “All State Mayhem Man”.
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Leaf Commercial Response
Comments after viewing Nissan’s Leaf commercial “If the World Ran on Gas” They were almost more attracted to the Volt in the commercial or assumed that the commercial was for the Chevy Volt, so Nissan’s stab at Chevy backfired. They also thought that the commercial was way too long and that they would not have normally watched the whole thing, but instead would have changed the channel.
Innovation Commercial Response They did not like how the cars came across as just innovative. They thought they should have come across as affordable as well. They did, however, appeal to the points in the commercial where they pointed out unique features each car has to suite certain personalities and offer benefits that no other brand has yet to offer in a vehicle. This was appealing in that it showed them Nissan has a vehicle for everyone. They also liked the idea of “Innovation for All”, but felt it was a typical word to include in slogans today and that it was relatively generic.
Red Ad Critique
They found the first magazine ad to be too average. They said the red did make it pop but that the logo was too small on the ad and they would have skipped over it easily without even reading it to see what car model or brand it was for. While the car looked good the rest of the presentation was relatively bland.
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Cube Ad Critique
The Cube ad was more memorable than the first magazine ad they saw. It was, however, the strangely symmetrical face of the model in the ad that would be more memorable than the car. They understood the point of the ad, but did not think it was an effective way of sticking in the consumer’s mind because they would be too focused on the model’s face instead of the car itself.
Exercise Seven: Media Consumption
Magazines Several group members said that they do not read magazines very often on a weekly basis. They stated that they read them for an estimated 30 minutes to an hour a week, possibly monthly. Popular magazines they read are Cosmopolitan, Sports Illustrated, and GQ. They DO NOT read car magazines. Television Most of the group admitted to watching about five to eight hours of television a week. They also agreed that they watch more Netflix, Hulu, and other television program websites instead of watching regular television, partially due to the lack of commercials. Channels they watch the most include ESPN, ESPN 2, Bravo, ABC Family, The Food Network, Netflix, Hulu, Hulu Plus, & Network Television( NBC, FOX, ABC) Social Media Social media such as Facebook and Twitter are their most popular media outlet. They spend an estimated 12-20 hours a week on the Internet, and spend several hours on Facebook alone. They use the internet as their primary source for information on products they are onsidering purchasing. The average amount of time spent on their phones in a week is 10 hours. The average amount of apps they have on their smart phones is 60.
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Exercise Eight: Purchase Triggers We had each member of the group write down a list of purchase triggers on various colored note cards and rate them from most effective to least effective. The most effective purchase triggers our focus group listed were Gas Mileage, or MPG and Style. The third most affective purchase trigger was “Bells and Whistles”. We also asked them to elaborate on what kind of style they would be most drawn to. They said that models such as the Maxima, Altima, and 350 Z were equivalent to most desirable and stylish of the Nissan vehicles. They went on to state that while unique to Nissan’s brand, examples of bad style were found in the Cube, Leaf, and Pathfinder models.
Exercise Nine: Unassisted Nissan Word Association We asked the members of our focus group to go up to the white board and write what words come to mind when they think of Nissan. The following words and quips came to their minds:
“Making small or large technological advances for everyone & all their makes & models”
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Creative Brief: Client: Nissan Campaign: Innovation for All Agency: Root’s Agency 1. Problem:
a. The Nissan brand is not definitive in the consumer’s mind.
2. Objective: a. We need to project to the consumer an aura of automotive exclusivity with Nissan ownership. 3. Target: a. Primary: Multicultural b. Secondary: Millennials c. Tertiary: Parents 4. Insights: a. They view Nissan as having a “new”, “changing”, “different” look b. They value style, music, and technology c. They are fun and carefree 5. The BIG idea: a. Nissan is unique in every way; that’s why Nissan is in a category of its own. 6. Rationale: a. Nissan offers unique qualities that no other car brand can combine. Nissan has a balanced package of style, technology, and affordability that no other brand can offer. It makes you feel different; it sets you apart from every other driver. 7. Context of Message: a. “Uniqueness” b. The target will associate Nissan with the feeling of individuality, or being a part of an exclusive league of drivers. 8. Umbrella Theme for Creative: a. Create a campaign which introduces the Nissan League of Exclusive Drivers as unique individuals who drive an automobile whose package perfectly matches their unique personality. 9. Overall Strategy: a. Multicultural Millennials value individuality. They want to stand out among their peers. Our strategy is to meet that need by matching these individuals with the unique Nissan model that is right for them.
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Nissan Campaign:
Single Biggest Idea:
“Nissan is unique in every way; that’s why Nissan is in a category of its own.”
Only the Nissan brand offers a quality package of style, affordability, and technology. Nissan has a style that catches your eye, features that reel you in, and a price that sets the hook. According to our research, multicultural millennials (MM) perceive Nissan as a “new”, “changing”, “different” type of vehicle. MM’s also view themselves as unique individuals. They will feel different driving a Nissan; it will set them apart from every other driver. Nissan will project to the consumer an aura of automotive exclusivity. We combined our brand insights with our consumer insights and discovered the power of “uniqueness”. Ford is tough, Volvo is safety, Chevy is long-lasting… Nissan is unique - Unique in looks, unique in value, unique in category.
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Psychographic Segmentation The Dependent: Meet Leah, she is 20 years old and attending a university. She relies on her parents to pay for her college tuition and her sweet new ride. She wants it to be stylish and trendy but also technologically savvy, so her car must be more than a car…More like a party on wheels! She looks forward to running her own future one day, but for now she doesn’t mind relying on her parents. The Alma Mater: Meet Jose, he is 23 years old and recently graduated college. He has an average job, but is still living at home with his parents. Jose wants a car that is affordable and has low gas mileage, so he doesn’t have to spend much on commuting to work. He has wildly optimistic hopes for his future career and wants a car that can take him there. The Rookie: Meet Cole, he is 25 and has recently got his first big job. He feels like he’s on top of the world. He lives on his own and is looking for a way to celebrate his newfound success. He enjoys going to college, pro sporting events, and hanging with the guys. He wants a nice car that he can afford and will impress his peers. The Go-Getter: Meet Cindy, she is 27 years old and has a good and steady job as a graphic designer. Cindy is a newlywed and they rent a nice apartment in the city. She cares about style and the environment. She has unique taste and wants a car that reflects that. The Family Man: Meet Tony, he is 28 years old and works in a starting position at an It company. He is married and has two young children, who he takes to daycare every morning. Tony enjoys hiking and being outdoors. He needs a safe and dependable car with a lot of room.
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ABC Dealerships - A Dealerships: These dealerships will be the locations of possible promotion/special events and interior remodeling. The dealerships will have a very modern feel about them that makes for the start of a very unique feeling and experience. The dealerships are located in cities with the heaviest population of our desired MM target. - B Dealerships: 160 dealerships that will be a part of Guerrilla Advertising and promotions/special events. - C Dealerships: 865 dealerships that will not host any promotion/special events or renovations.
Spot Marketing locations: Roots Agency picked these certain locations to reach both our primary and secondary targets. All of these selections are heavily populated with at least one of our target ethnicities.
New York: New York City California: LA, San Francisco District of Columbia Texas: Austin Florida: Miami Illinois: Chicago Georgia: Atlanta Arizona: Phoenix Nevada: Las Vegas
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Interior Design: Dealerships
We plan to Renovate Nissan Dealerships in our primary target regions to give an exclusive feel to the dealership experience. Exterior
The Dealerships exterior architecture will be a big white half circle with a large glass front. Focus will be put heavily on the beatification of the lot with extensive landscaping and sod to give customers that high class feel. This will only be done in spot locations.
Interior The interior will be lined with mirrors shifting the focus to the cars that are inside the showroom. The cars will be put on big round pedestals with lighting underneath to reveal the sleek lines and style of the vehicle. There will a touch screen design interface stations throughout the showroom. Here customers will be able to build their Nissan and see directly the different colors and options added to their vehicle to give it their unique feel. Couches will be positioned in the center of the showroom to give the customers a comfortable atmosphere for their buying experience.
The Salesman’s Desk Chrome will be the theme as far as the desks and cubicles our salesmen will work out of. Demos of actual Nissan car seats in select models will be in each office for the consumer to take in the superior comfort each seat offers as they make purchase decisions.
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Partnerships Cab: Nissan will be partnering with cab companies in major cities to finally implement a sense of style into the cab industry. Finally the cab industry will have “joined the league”. We will give cab companies a significant discount on buying x amount of Nissan Sentra’s and Quests and in return we get ad space on all the cabs. In 2014 Nissan will roll out the NV200 the taxi cab of the future.
Sports Illustrated: Nissan will also partner with sports illustrated as part of our college football NCAA partnership. They will work with us hand in hand as we put on our different events that are talked about later in the plansbook.
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IMC Our Integrated Marketing Communications is how we plan to creatively execute our strategy across various media vehicles.
Print Media Car and Driver
For print media, we will reach our millennial target best through the use of full-page color ads in magazines. The majority of our magazine choices are tailored toward men for two reasons: one, automobiles are a category which relates better with the kind of material found in men’s magazines and two, we must consider our tertiary target, which is fathers who have the money and car-buying experience. We will distribute our print advertisements among the following magazines:
This is the most relevant of our magazine choices, but reaches a narrow audience.
Complex
These magazines are read primarily by multicultural millennials. The articles are mainly about style, music, technology, and the hip-hop culture; all of which are valued by our consumer target.
Mens Health
Maxim, Sports Illustrated, Men’s Health, Esquire, GQ Our print advertisements will be most effective and most recognized in magazines that are tailored to men’s interests.
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Women’s Health, COSMO, Vogue, Ebony
In order for our advertisements to receive more attention in these women’s magazines, they must be designed to relate with the subjects of the magazine, such as stressing the idea of “style” or “fashionable” for an ad placed in Vogue.
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Broadcast Media Television: Television advertising will be our most effective media vehicle in reaching our millennial target. Our TV spots will run during prime-time hours during the week and mid-day to evening hours on weekends. We will distribute our television advertisements among the following networks:
CBS, ABC, FOX Advertising on three of the nation’s leading television networks during prime-time viewing will be very valuable to our campaign.
MTV, VH1, Comedy Central Our consumer target values music and fun; that is why many of them watch these networks. We will reach a good portion of our primary target base by advertising on these networks.
Spike, ESPN As with our choice in magazines, our TV spots will be effective and recognized on networks involving men’s interests. This is our tertiary target’s domain as well.
BET, Telemundo These networks are tailored to our secondary target’s culture and watched by a wide age-range. Through these networks we should be able to reach our primary, secondary, and tertiary targets.
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Outdoor Outdoor advertising is our way of promoting the Nissan brand name. Nissans general image will be established by our outdoor advertising. We will advertise outdoors through the use of billboards, blimps, and bus stop designs. Billboards We will design creative bill boards that will be placed in the busiest metropolitan areas of Los Angeles, Atlanta, Miami, New York, and Austin. Blimps We will fly blimps over all of the football games of the NCAA Bowl Championship Series. The blimps will advertise the Nissan brand logo and our slogan, “Simply Unique”. We will be buying ad space as well as naming rights for the aerial coverage blimps at major sporting events. Nissan will bring aerial coverage to the viewers of ABC during all the BCS bowl games as well as conference championship games in the ACC and Big Ten Conference. This not only gets the name of Nissan plugged multiple times during the telecast but it also is a very unique way to get the brand out to all the fans in attendance.
The design of the wrap on the blimp will be made to like the GTR in the front and rear of the blimp with the phrase “Nissan join the league”, on the sides. Nissan Billboard: Root Agency wants Nissan to build billboards running throughout the US, in our spot locations. The billboards will be shown on U.S. Route 278 in Atlanta Georgia, Imperial Highway in L.A., U.S. Route 41 in Miami Florida, Interstate 95 in New York City and U.S. Highway 183 in Austin Texas. Our billboards will be unique, and catch a driver’s eye. They will be all white and have a Nissan logo cutout, and under it will be the words “Simply Unique”.
Bus Stops: We will design bus stop seating that resembles sitting in the driver seat of a Nissan, including the accelerator and brake pedals. These seats will be places at 500 bus stop locations throughout the cities of our spot locations.
Nissan Pedal Advertisement- Roots Agency wants Nissan to remind Drivers the fun of driving. To do this we will put an outdoor advertisement under 500 benches in the US, mainly in our spot locations. The advertisement will go on the floor below the benches and mirror the look of Nissan pedals below the seat. There will be pedals on the left and right side, and between them it will say, “It’s okay to pretend” with the Nissan logo above and the tag line “simply unique” below.
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Cause marketing Nissan is teaming up with these partners to help promote their organizations and help expand their vision within their charity.
Big Brother Big Sister: Brothers Big Sisters of America is a non-profit organization whose mission is to help children reach their full potential through one-to-one relationships with mentors that try to have a great impact on youth. Roots Agency wants Nissan to support this foundation because we feel Big Brothers Big Sisters of America is an organization that supports our future multicultural Consumers. We want to promote the positive effects this foundation provides, such as keeping kids in school, raising confidence and increasing positive social skills. We feel this foundation connects to our theme of Uniqueness because being your own person is something Big Brothers Big Sisters of America encourages in their “Littles”. Furthermore we would be the only corporate sponsor that is an automobile company. (need to think of what we want to do since its our Biggest Cause Marketing) “Race for your future” Nissan would like to get involved with this organization in very hands on way to make each of their experiences will be very unique and individual. Nissan will throw special event at “A” Nissan Dealerships that are near Big Brother Big Sister locations. This event will involve both the little brother/sister and the older brother/sister in a physical event. Nissan would set up a blow up obstacle course with four different events that range in difficulty. Each Big Brother Big Sister and their partner will be sponsored by anyone who would like to donate to this organization. The different groups would then participate in the different activities and each time they win that activity the sponsor will donate money to Big Brother Big Sister. There will be many heats of each event. Nissan would be giving out recyclable water bottles and towels that will have the Nissan logo on them. A t-shirt will also be giving out that will have the event on the back with the Nissan logo on the front of each one.
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Cystic Fibrosis Foundation:
Cystic fibrosis is an inherited chronic disease that affects the lungs and digestive system. It affects about 30,000 children and adults in the United States. The Cystic Fibrosis Foundation is an organization looking for the cure. Roots Agency wants Nissan to support this cause because we feel Cystic Fibrosis is an important issue and needs more exposure. We want people to know we care about them and want this world to be a safer one. Only through research can we gain knowledge and find a cure and Nissan should be a part of that. We feel this foundation connects with our theme of uniqueness because Cystic Fibrosis in its self is a unique disease and it affects 1 in every 2500 babies born in the United States. Again we would be the only corporate sponsor that is an automobile company. To help this foundation we came up with the “Upgrade for CF” program. Any accessory upgrade under $150 you get on your new Nissan will be donated to The Cystic Fibrosis foundation.
Leukemia and Lymphoma Society:
The Leukemia and Lymphoma Society is the largest voluntary health organization that’s dedicated to funding blood cancer research, education and patient services. Their mission is to find a cure for leukemia, lymphoma, Hodgkin’s disease and myeloma, and also to improve the quality of life for patients and their families. The Roots Agency wants Nissan to be associated with finding the cure. We want Nissan to sponsor a “Nissan run for the cure”, this being a marathon to raise money for the Leukemia and Lymphoma Society. We chose this because the Leukemia and Lymphoma Society supports healthy workout habits and have many of their fundraising events in this fashion, but to make ours “unique” and continue to market to millennials we are going to hold this event on a college campus and ask Music artists to donate their time to the cause.
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Greenpeace:
Greenpeace is the largest independent direct-action environmental organization in the world. The Roots Agency wants Nissan to be a part of Greenpeace because Nissan wants to promote a brighter, cleaner future. We like this non-profit organization because it gives unique opportunities to college students, giving them options to donate or do a “Greenpeace Semester”. Greenpeace does not take money from the government or corporations, but because Nissan wants them to team up with the Leaf, they are willing to. This will set Nissan apart because we will be their only donor. Our plan is to have the “Green it Up” Program. This program will allow a consumer to choose our unique green color upgrade to the leaf, which in turn Nissan will donate, $300 per car.
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Guerilla Advertising This is our way of hitting consumers in the face with Nissan. We want people to be caught off guard by these techniques. The element of surprise is our goal.
Nissan Car Covers We will have a few hundred car covers made which are designed to look like white Nissan models. During the Daytona 500 race, we will recruit a team to covertly cover most, if not all, of the cars in the parking lot with the car covers, so that when the races are over the spectators will return to a parking lot full of white Nissan vehicles. This tactic is supposed to be portrayed as a practical joke by Nissan. We can put a message on the car covers that go along the lines of, “At least this way you feel like you drive a Nissan (Join the League)” We will use this tactic a few times, such as during our custom car shows, music concerts, and select college football games. Our employees will record the reactions of the spectators as they come back to their cars with white Nissan car covers, allowing us to use this in other mediums. Nissan on the wall
To capture the attention of consumers in local areas we will recruit the graffiti artists Ben Flynn, better known as Ben Eine, to make vibrant typographical designs associated with Nissan. Eine is known internationally for his expressive type and vibrant color choices displayed in his graffiti. While they are mainly heavy block lettered words, he also creates fantastically eye-catching murals that seem to come alive. Eines will be hired to paint murals around the country for Nissan in various cities, but mainly in Los Angeles, San Francisco, Dallas, Atlanta, Miami, and New York. His work is already in the majority of the cities he would be working in for Nissan, and would be clearly recognizable to consumers.
An example of one of Eine’s work in San Francisco, CA. Another example of Eine’s work in Dallas, TX.
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Promotions/ Special Events “Nissan Model for You” Promotion For this promotion Nissan will gather their cars in 5 of our spot locations and advertise having no down payments for the event. To get people to attend we will have models walking around getting people to come into the “Nissan Model for You” event. The models will be wearing shirt with an array of colors stating “Don’t let anyone tell you that you have to be a certain way. Be unique. Be what you feel”, with a big Nissan logo on the back. This will help push our “you are unique” angle.This event will be located in New York City, Austin Texas, L.A, Miami Florida, and Atlanta Georgia. Nissan Premier Car Shows Nissan will sponsor and put on two separate competition-based custom car shows where serious car hobbyist can travel to this large event to either enter their car into the competition or be a spectator. The events will be taking place in the same area as the Daytona 500 & Indy 500 raceways during one of the first few days of the races. The first 500 people to arrive at each of the car shows will be entered into a raffle to win a brand new Nissan Altima Coupe! Advertising for the events will begin far in advance in order for the word to spread and for the competitors and spectators to readily prepare and make plans to attend.
Nissan’s “Tune-up your Summer” Music Tour Throughout the summer season, Nissan will sponsor and manage a nation-wide music tour in the ten following cities: Chicago, New York City, Los Angeles, San Francisco, D.C., Austin, Miami, Atlanta, Phoenix, & Las Vegas
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BCS tailgate bash Nissan will be holding tailgate parties at each of the four BCS bowl games as well as the BCS National Championship. The Heisman trophy will be on display for fans to pose with as well full catering and games for the fans to play. Representatives from the respective bowls will speak as well as the Head Coaches of each team and select players. Autograph session will take place as well after the speakers address the crowd. These events will be at the following games/cities and will be open to the general public free of charge. The event will be held the day before each respective game.
Orange Bowl - Miami, Florida
Sugar Bowl - New Orleans, Louisiana
Fiesta Bowl - Tempe, Arizona
Rose Bowl – Pasadena, California BCS National Championship game – rotates between the previous four cities each year at a later date than the other BCS games. Nissan will have all makes and models on display with a drawing to win the car of your choice if selected. One winner will be selected after all entries are submitted between the five games. Nissan Heisman t-shirts will also be handed out with the slogan “Nissan join the league” printed on them. On the day of the game we will be hosting the Sports Illustrated Heisman Trophy Tour presented by Nissan. At this event Dan Patrick will be in attendance as well as other top analyst, and former Heisman trophy winners.
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Mobile Applications Mobile applications are an important medium through which Nissan can reach millennial-aged consumers.
Compare Vehicles App
This will be an app for people who are already considering purchasing a Nissan. The app will allow them to compare the specs of any other car model from any competing car manufacturer side-by-side with the Nissan model of your choice. Specs will include pricing, engine, transmission, mileage, resale, features, and customer reviews. One of the vehicles being compared must always be a Nissan, while the other car can be any brand of vehicle that is currently on the market. The app will be free to download and compatible with smart phone devices as well as tablets.
Heisman Watch Cell Phone App. presented by Nissan We have developed a mobile app that will allow fans to follow their favorite college football players throughout the season and their chase for the for the Heisman trophy. We will provide a ranking system based on each contenders weekly performance, updating the standings each week. It will allow fans to keep up to date with who is in the running for the prestigious award. Also this will allow them to vote each week on who they think should be ranked highest in the running order.This app will have up-to-the-minute stats of all the players around the country.
Nissan Rewards App Available for iPhone, Android, and BlackBerry, Nissan Rewards pays you to watch our advertisements. You get paid in points, each commercial being worth a certain amount of points – at the end of a Nissan commercial a code will appear and an individual can input that code into the app and earn points The points earned can be used to buy things, including target gift cards, iPods, and gift cards to rent books from Chegg, as well as Amazon gift cards.
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Radio We will advertise on music stations nationwide; mostly on stations that play the Top 40 hits or other popular music appreciated by MM such as pop, hip-hop, Hispanic, and country music. We will also have an ad run on Pandora Internet Radio (see Internet Advertising).
We will distribute our radio advertisements among the following stations:
Los Angeles, California – 100.3 “The Beat”, 102.7 “KISS FM” San Francisco, California – 106 “KMEL” Austin, Texas – 107.9 “KLGH”, 98.9 “KHHL FM” Miami, Florida – 96.5 “Power FM” Richmond, Virginia – “Q” 94.5, “Hot” 100.9, 103.7 “WMXB”, 106.5 “The Beat” Charlotte, North Carolina – “KISS” 95.1, 96.1 “Charlotte’s Beat” Washington D.C. – 93.9 “KISS the PPL”, 99.5 “WIHT”, 98.7 Atlanta, Georgia – 87.5 “INRB”, 95.5 “The Beat”, 92.1 “WBTR” Chicago, Illinois – 103.5 “KISS FM”, 107.5 “WGCI”, 99.5 “WUSN” Cleveland, Ohio – 99.5 “WGAR”, 104.1 “WQAL”, 107.9 “WENZ” New York, New York – “Z” 100, 92.3 “NOW”, 97.1 “HOT99” Philadelphia, Pennsylvania – 96.5 “FROG”, 98.9 “WUSL”, 102.1 “W10Q”
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Online Interactive Media This will be our most important media vehicle because the multicultural millennial exists in a world of the Internet, smart phones, and social media. We learned through our focus group that our millennial target spends many hours of their day online and most of those hours are spent on Facebook. They do not appreciate internet advertising, but Facebook ads are unobtrusive and tailored to the user’s interests. Thus, we will design Nissan ads which will appear on the Facebook pages of people with an interest in or who have recently discussed automobiles. As mentioned in our “Radio Advertising” section, we will have Nissan ads run on Pandora Internet Radio stations which play music popular with multicultural millennials. We will run banner ads on Autotrader.com.
YouTube Advertisements We will have all of our television spots be presented not only on television, but also before videos on Youtube. com – before videos which relate to automobiles, music, technology, and style. The advertisements will give the viewer the option to “Skip Ad” a few seconds into it playing.
Pandora Radio Advertisement This advertisement will periodically play in between songs on Pandora Radio stations that are playing pop, hip-hop, rock, or alternative music. The advertisement will run for 15 seconds. In summary, it will play out as a series of different millenials in their Nissans singing along to the music in their car. Each type of music is unique to the driver. An advertisement on Pandora Radio is both a radio ad and an internet video ad; sounds effects, music, and strong visuals all must be considered.
Nissan Twitter Promotion The Roots agency wants Nissan to do a special type of internet advertisement. On Nissan’s Twitter page, once a week, they will choose one name from their list of followers and the name selected will win a prize. The catch is that if the selected follower does not see their name on Nissans page within 2 hours they will not be able to collect the prize. We hope this will increase the amount of followers Nissan has on Twitter, and increase the amount of times they visit the page. The raffle will always be held on Thursday, and the prize will be a 5 dollar gift card to your choice of places, and one a month we will give away a Google phone.
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Third Wheel Racing Game - Facebook The majority of MM spend their time on the internet interacting with social websites, specifically Facebook. We created an interactive street racing game for users to play and entitled it ‘Third Wheel: Nissan Racing”. Users can play for free and race against their friends and/or other users they may not know. For every race they get a certain amount of points. The points can then be spent on new colors, accessories, features, & hardware for their cars. Users will have their own “Garage” where they can pick out their vehicles and customize them to their racing style as they choose. Some of the features they can earn for their cars include spoilers, rims, custom paint jobs & designs, nitrous oxide, neon car lights, butterfly doors, suicide doors, racing seats, custom interior consoles, & custom interior. Points can also be used to purchase new racing vehicles. Vehicles used in the game would consist of the 350 Z, the Rogue, the Leaf, & the Juke. Users can also enter car shows against their friends and/or other users to compete to win more points. In addition to winning points they will win a trophy for placing. Each user will have a “Trophy Case” in their “Garage” to display their trophies as well. When users win a certain number of races they will be allowed access to newer, harder levels of courses. The courses will mainly consist of popular, urban settings such as LA, San Francisco, Miami, New York, Dallas, Houston, Atlanta, and Washington D.C.
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Creative Outdoor
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Mobile Applications:
Guerilla Advertising
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Radio Nissan (15 seconds) Pandora Radio
[SFX:
SHORT PERIOD OF HONKING HORNS – NOT LOUD]
MANY PEOPLE ARE STOPPED IN TRAFFIC ON THE HIGHWAY. CAMERA ZOOMS IN TO ONE OF THE CARS AT A TIME– EACH ONE A NISSAN. FIRST CAR HAS A SPANISH WOMAN AND AN AFRICAN-AMERICAN WOMAN, BOTH MID-20. (MUSIC:
FADES IN, R&B)
HISPANIC GIRL (DRIVER) :
<singing along - well>
AFRICAN AMERICAN GIRL:
<playing with cell phone>
(MUSIC:
FADES OUT)
[SFX:
FAINT CAR HORNS]
CAMERA ZOOMS OUT, PANS RIGHT ACROSS TRAFFIC, AND ZOOMS INTO THE NEXT CAR. (MUSIC:
FADES IN, DUBSTEP MUSIC)
WHITE YOUNG MAN AND ASIAN YOUNG MAN WEARING NEON HATS AND SUNGLASSES ASIAN YOUNG MAN (PASSENGER) :
WHITE YOUNG MAN (DRIVER) :
<yells over music> “I love this song!”
(MUSIC:
FADES OUT)
[SFX:
FAINT CAR HORNS]
<rocking out>
CAMERA PANS AND ZOOMS INTO THIRD CAR. THERE IS A COLLEGE-AGED AFRICAN-AMERICAN WITH A “KID CUDI” STYLE, WEARING SUNGLASSES, IN THE DRIVER SEAT. (MUSIC:
FADES IN, OLD SCHOOL RAP)
COLLEGE KID:
<nodding his head to the music>
(MUSIC:
FADES BELOW NARRATOR)
NARRATOR:
“Nissan.” <Pause> “Simply unique.”
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Media Plan Budget:
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