We never aim for the center. Instead we find an unexpected way to solve our clients’ challenges. Rooted in research, our creative solutions incite engagement, play, and impact by taking a perspective South of Central. For Nissan, our research revealed a consistent disconnect between what innovation advertisements boast and what multicultural millennials actually think about the brand. They believe Nissan has few stand out qualities, lacking both the sizzle of a performance car and the practicality of something more economic.
our approach... Strategy
Research
But this can change.
A fully integrated nissan campaign
media
Our target will not accept Nissan as innovative if we frame innovation as groundbreaking and transformational. Instead, we must highlight the practical and personalized innovations they desire to make their lives one step simpler. They want brands to be straight with them, to empower them, and absolutely not to stereotype them. They don’t want overly targeted ads. They want realistic diversity. Based on these findings, South of Central has devised a truly multicultural campaign that segments our target by lifestyle choices, not by race, repositioning Nissan as a brand for the driven. Sincerely,
Tactics
SOUTH CENTRAL of
creative
In this book... 01 02 08 10 13 27 30 31
executive summary Research strategy segments tactics media budget Measurement + Evaluation
01
consumer Targets
Total research hours:
1143 hours
122 hours
108 hours
84 HOurs
97 HOurs
106 hours
116 hours
287 HOurs
223 hours
of online research
of Research prep
of Database research
of primary research
of competitior research
of creative prep
of Nissan Research
of research analysis
CHINESE AFRICAN HISPANIC AMERICAN AMERICAN AMERICAN
02
ADOLOGY
in-language
secondary research EXPERIAN The following figures represent the percentage increase in millennials that agree with a given statement as compared to adults 18+ of the same ethnicity.
+ 31% - “My car should express my
+ The leading industry standard is to advertise to Spanish speakers in the language spoken at home
+ 68% of Hispanic youth can read and write in Spanish
+ 38% of Hispanics surveyed found
English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion
language spoken at home language dominance hispanic adults (18+)
+ 43% - “You can tell a lot about someone by the car they drive.”
+ 38% - “I go for a drive by myself to
personality.”
+ 65% - “You can tell a lot about someone by the car they drive.”
+ 82% - “I often go for a drive by myself to gain a sense of freedom.”
+ 12.7%
+ 5.2%
+ 56.1% do not have children, 23.1% have teens, and 15.6% have children under 5
+ 33.5% have some college education, 23.1% Bachelor’s Degree, 14.5% Associate’s Degree
+ 50.3% live in suburban areas, 26% in rural areas and 23.7% in urban areas
+ 50.3% live in the midwest, 23.7% in the
significant insights
+ Our secondary research indicated that 23% English Only & More than Spanish
21% Spanish and English Equally
gain a sense of freedom.”
+ 45% - “My car should express my
+ 13.9%
Spanish Only & More than English
55%
+ 30% - “My car should express my personality.”
west, 13.3% in the northeast
personality.”
+ 11% - “I am possessive about my car.”
Current Nissan buyers in the U.S.
+ 71.1% of the Chinese-American
multicultural segments view their cars as an extension of their personalities and a way to enjoy more freedom and pursue their individual passions. Therefore, we felt that a lifestyle campaign would relate to the target audience more effectively + Due to wide disparities between Chinese and Hispanic in language dominance, we decided to feature in-language ads for the Hispanic market but not for the ChineseAmerican market.
population in the US speak English well or very well at home.
+ Comcast had to cancel AZN, their
Chinese in-language network, due to lack of support from advertisers
03
04
SURVEY: 300 participants 100 from each demographic 34 states represented
primary research KEY ATTRIBUTES
survey results
+ CA are more likely to consider Toyota when buying a car + Multicultural millennials have similar perceptions of car brands + Multicultural millennials ranked Nissan highest in “Style” and lowest in “Innovation” from a series of brand attributes
PURCHASE CONSIDERATION
Survey participants were asked to rank Nissan on the following attributes on a scale from 1 to 7. Based on our research the three targets differ very little in regards to their perceptions of key attributes for Nissan’s cars. This finding supports our decision to create a multicultural campaign as opposed to one differentiated by target. 6
We asked survey participants to rank how likely they were to consider purchasing a Nissan, Toyota, and Honda:
5 4 3 2
0
1
1 Nissan
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3 Toyota
Purchase consideration for Nissan was solid compared to key competitors, except for Toyota’s strength with CA.
4 Honda
5
key perceptions
focus groups
+ Associated Toyota with
Asian moms
+ Associated Honda with college students + Did not necessarily show + Preferred multicultural ads as opposed to being specifically targeted
loyalty to car brands
+ Social acceptance greatly
+ Viewed Nissan as dependable and durable
affects their car purchasing decisions
+ Viewed Nissan’s top two competitors
+ More receptive to in-
but not exciting similarly
language print ads
+ Ranked Nissan the lowest for purchase consideration
+ Did not connect Nissan with “innovation”
Significant Insights + All target markets disliked being specifically targeted and viewed Nissan and its competitors in a similar way. Therefore, a multicultural campaign will be the most effective approach to differentiate the brand. + Consumers do not connect Nissan with innovation + The use of two taglines, “SHIFT_the way you move” and Innovation for All”, causes confusion.
and felt a disconnect between the tagline “Innovation for All” and Nissan
+ Were unsure whether Nissan’s tagline was, “SHIFT_the way you move” or “Innovation for All”
+ Believed a car should
represent the lifestyle they aspire to, not necessarily the one they currently have
+ Wanted aesthetically + Associated Toyota with
pleasing ads
Asian moms
+ Associated Honda with college students
+ Loyal to Japanese cars + Would own the same car brand as their parents
05
06
Industry & Competition
Significant Insights Although all demographics see few differences among Nissan and its main competitors, Nissan consistently receives lower scores from Millennials than Honda and Toyota on key attributes, with the exception of style. A survey of Millennial consumers showed that 15% could recall Honda’s tag line, 7% could recall Toyota’s, and 13% could identify Nissan’s.
AUTO INDUSTRY RESEARCH + Improvements in credit availability and disposable income are encouraging consumers to purchase new vehicles
+ Industry revenue increased 13.4% in
Tagline
“The Power of Dreams”
“Moving Forward”
Creative Strategy
Distinct, different, and socially relevant ads meant to go viral.
Focus on emphasizing positive experiences of ownership and vehicle quality.
Diversity Efforts
+ Targets different multicultural segments
+ Using different specialized advertising
in-language within specific networks and magazines. + Sponsor “Diversity” events.
2011
+ Rising oil prices generally discourage
new car purchases, but increase demand for smaller cars compared to trucks and SUVs
+ The hybrid segment is central to
innovation and competition between auto brands
+ 18% increase in multicultural market share in 2011
agencies to target each segment separately.
honda attributes
TOYOTA ATTRIBUTES
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Round 1
concept testing
RICO SUAVE
Super heros
Living the dream
Positioning: Luxurious, sophisticated, unattainable brand spokesman
Positioning: Comedie portrayed of car personalities
Positioning: Aspirational and imagebased lifestyle
Sophisticated Man Speaking (Suavé)
Looks over at his date in the passenger seat, who looks back at him
She is fixing her lipstick Uses in car hands free phone and navigation system
[Two guys shown having a good time in Vegas]
[Two guys shown approaching the Wedding Chapel]
[Guy is showing putting a ring on someone’s ring fimger. ]
The system also features the “Parking in Motion”app
“Hi, Im Sam Friedman, creator of Parking in Motion, an innovative phone app that allows you to scope out all the parking spaces in the United States. Like my phone app, Nissan vehicles feature many new innovations that revolutionized the driving experience.” “I can make my way around town with the navigation system that also has Parking in Motion built right into it. No more driving in circles guys!”
“Why do I need the Xtronic CVT?” “A smooth ride makes her happy” Altima drives around making turns but does not ruin lipstick
The couple goes on their romantic date
Parks at his destination using the in Mirror rear view moniter system in his new Nissan
*Quick cut to flash of bride*
“STOP!”
“You really don’t know what you’re getting yoruself into. It’s time for you to go home.”
Meets up with friends
“Lastly the In Mirror Rear view Moniter helps me tackle parallel parking like a pro. ”
Nissan voiceover: Like the friend who’s always got your back, Nissan’s new brake override system saves you from those undesireable mistakes in life.
“The all new 2012 Nissan Altima always promises a smooth ride”
We performed two rounds of testing: + Millennials liked the highly visual aspirational campaign that featured Nissan’s innovation.
capabilities and features + Respond less to copy and dialogueintensive ads + Enjoy realistic and eye-catching imagery + After rounds of brainstorming and elimination in focus groups, we survey tested five taglines: Individually Driven For the Driven Live. Drive. Lead. The Destination is Yours Innovation for All
“For the Driven” was the clear favorite and was also seen as the most innovative.
Suave
[Aerial shot of well-dressed men standing next to their luxury cars...they appear ready to race]
“Their cars may look sexy, but they can’t match the performance of my Altima coupe. With in-dash navigation I can find the fastest route to the finish line, and with 35 mpg I’ll never need to stop for gas.”
lifestyle
[A group of friends are hanging out in an apartment]
[It looks like they’ve exhausted all the activities they could possibly do inside]
[Quick montage of it becoming night time in the city]
[Hear the sound of the engine revving amongst chatter of the group]
[Close of up a line of traffic cones in the night]
[Nissan Altima is shown racing through the city]
[Doors of Nissan open as hands reach out to pick up traffic cones]
[Nissan continues to race through different parts of the city as passengers collect cones]
[Another close of up a line of traffic cones in the night]
[Zooms out to arial shot of city street where cones spell out “LIVE FREE”]
[Ends with beauty shot of Nissan Altima and narration]
[The race begins]
[Suave arrives]: “Hello my friends, Iet’s do this.”
“Adios” [Suave puts his Nissan in top gear and speeds ahead]
Suave’s Altima coupe is seen speeding ahead of all the other luxury cars, in 1st place
Nissan voiceover: Life isn’t meant to be lived at a normal pace. This is the Nissan Lifestyle. Are you ready to live free?
FINAl direction
Highly visual aspiration campaign had the highest appeal and emotional connection for Millennials. + Want informative ads that demonstrate
+ Enjoyed seeing young and up-and-coming individuals doing what they loved.
Round 2
Significant insights
aSPIRATIONAL LIFESTYLE
In the journey of life, do not simply follow where the path may lead.
no one else can do it for you.
that simplify your life,
Go instead where there is no path, and blaze your own trail.
Write your own success story,
Wherever you’re going, Nissan can help you reach your destiation. With practical innovations
so you can focus on what’s truly important.
What will your story be?
07
08
Positioning
WHY Although consumers view Nissan as more stylish than its main competitors, a significant disconnect remains between Nissan and innovation. Nissan must communicate how its innovations fit into Millennials’ lifestyles.
new positioning...
Perceptual map
Nissan is aspirational for multicultural Millennials because it reflects a stylish lifestlye empowered by useful innovations. Nissan is for the driven.
INNOVATIVE
post-campaign associations
everyday lifestyle STYLISH lifestyle
After executing the “For the Driven” campaign, multicultural Millennials will associate the following attributes with Nissan:
+ Innovative + Aspirational + Exciting and intriguing + Youthful + Versatile
expected
+ Stylish + Empowering
Creative brief
campaign strategy
creative strategy
+ Encapsulates brand positioning of an
+ Appeal to target’s emotions with apsirational
aspirational lifestyle
figures
1. Differentiate
+ Satisfy target’s practical needs with relevant
Tagline: For the Driven.
+ Authentically feature culturally diverse,
inventive, and aspirational Nissan owners instead of actors
+ Tie brand to interesting people who relentlessly pursue their passions
Key Research findings
1. Target thinks Nissan is boring; they have no key associations with the brand
+ Multiple taglines have confused and deterred consumers + These factors contribute low recall and purchase consideration
2. Currently, there is a strong disconnect
between Innovation and the Nissan brand. + Nissan ads with little product information have not backed up this claim
+ Nissan must demonstrate features that
2. Connect to innovation + Feature people who embody innovation in
their life’s work and who are on the brink of huge success
+ Demonstrate specific Nissan features to show Nissan is innovative
3. One Multicultural Campaign + Address breadth of multicultural owners,
reflecting inclusive and realistic diversity rather than stereotypical targeting
+ Represent Nissan owners from each
multicultural segment without alienating Caucasians
Head & Heart
product demonstrations
Brand Elements + Brighter color palette; more eye-catching than current Nissan colors + Contemporary graphic design – multiple images placed inside bold geometric shapes (squares/circles) and organized on a clean white background + Fresh, modern tone + Multiple images allow us to show many different features of the car as well as how it can fit into a certian lifestyle + “Helvetica” font is overused & therefore not innovative – we used “Bebas” for headlines (striking & bold), and “TradeGothic” for body copy color palette
make the brand innovative
3. Multicultural Millennials prefer
multicultural campaigns + Multicultural Millennials react adversely to noticeably targeted and stereotypical messages
+ Of the multicultural groups, Hispanic
Americans are the most open to targeted and in-language advertisements
Tone & Manner + Aspirational + Authentic + Exciting + Empowering
09
redefined segments
THE HELPING HANDS I devote my time to helping others. It gives me purpose and fulfillment. Some think that my generation cannot make a difference, but I know they’re wrong. I am leading the transformation to a better community, a better environment, a better world. I am a builder. I help. I give. I change.
THE GAME CHANGERS Excitement drives me, competition motivates me. I have pushed my body to its limits and reaped the rewards.I have cheered for my team in victories and failures. I unite my community and make them proud. I am the ultimate fan. I support. I play. I win.
10
THE CREATIVE MINDS Art inspires me, music moves me - I am culture. People look to my blog, photos and Twitter feed for the newest, freshest trends. I am a consumer and creator of all things art and entertainment. I discover the next big thing. I add color and rhythm to culture. I compose. I create. I cultivate.
THE UP & COMERS I have an entrepreneurial spirit. I love challenging myself, being my own boss, discovering the newest technological breakthroughs, and creating the next big trend. Although I haven’t hit it big yet, I know I’m on my way. I look for inspiration from my fellow entrepreneurs. I develop my own business. I Impact. I inspire. I innovate.
THE NISSAN
"for the driven" campaign
STORYBOARD
11
overview
Strategy
We want our consumers to not only drive Nissans, but to associate the brand with their lifestyle and their attitude. By featuring up and coming innovators in the fields of the arts, charity, sports, and entrepreneurship, we create an aura of aspiration and associate Nissan with that image. Like in our executions, we suggest featuring real people and not actors. Our campaign will capture the Nissan brand theme of innovation in two unique ways: (1) by authentically portraying people who are innovative in their field of work, and (2) by showing how Nissan’s innovations improve their daily lives, and fit their aspirational lifestyle.
WEB BANNERS
+ The Nissan Aspirational Lifestyle describes all four segments and their drive to be leaders in their respective fields
+ These leaders represent a range in interests, from art to sports, community work to entrepreneurial endeavors
+ The four segments refresh the Lifestyle umbrella campaign each quarter with a new, diverse perspective
+ Though segments vary, they all have a common emphasis on living an ambitious lifestyle
MICROSITE Photo Source: Getty Images – 78391368. Housetourfinder.com - Map of United States With Counties.
12
The IMC PLAN
"for the driven" campaign
Creative minds
Driven to succeed
Driven to create
helping hands
Integrated marketing communication tactics + IMC created integration and cohesion in the four
segments by utilizing the overarching Lifestyle campaign in social media, microsite, dealership and mobile/tablet executions
+ Each segment required multiple tactics to create
buzz at launch and stimulate interest throughout the campaign
Sample IMC Media:
up & Comers
game changers
Driven to compete
Driven to give
Continuous campaign executions
+ Microsite featuring all campaign contests + Nissan Lifestyle umbrella TV spot + Facebook page featuring tabs for 3 most current campaign segments + Twitter page, through @NissanUSA, promoting campaign events + YouTube Channel hosting ads, events videos, and exclusive content + Dealership community boards, interactive screens, and signage
flighting
+ Nissan overarching Lifestyle executions will be present throughout the year to remind consumers that the four segments are part of the same campaign
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calendar considerations to invigorate the Lifestyle campaign with a fresh perspective n.
Dealership Events Partnership Sponsorships Guerrilla Product Placement
Ju
Microsite Social Media Online Banner Mobile App Tablet App
ay
TV Print Outdoor Radio PR
+ The four segments will have 3 months of heavy presence in accordance with other
M
Experiential
r.
Digital
Ap
Traditional
Creative Minds Helping Hands Game Changers Up & Comers Lifestyle
13
14
CREATIVE MINDS Challenge. Create. Cultivate. segment SUMMARY The Creative Minds segment speaks to the inventive spirit of artists and educators alike. By engaging in the performing arts, fine arts, and community-based art programs, Nissan communicates an appreciation for individual expression – a key aspect of the multicultural lifestyle. Driven to create and appreciate, these dancers, painters, and writers believe anything can be a canvas for their ideas, even cars. Though their vehicle does not define them, the Creative Minds express their personal tastes through customization of Nissan’s innovative features. Altima, Rogue, and Versa models act as the canvas for this segment.
MICROSITE
STORYBOARD Photo source: Google.com – evoke_white.png
MOBILE APP + IPHONE
ART COMPETITION :10 COMMERCIAL TAG Photo source: Getty Images – 82253087. Kimballstock.com – AUT-44-IZ0136-01P. Google.com – img_6009_2_2_2.jpg
15
16
CREATE:
Compete
CAR AS A CANVAS
+ Initiative to challenge Millennial artists and involve their peers
+ Initiative to provide a canvas for creative minds
+ First month: Submissions –
+ 6 finalists use segment cars as their
contestants post 3 pieces to art section of microsite/Facebook + Open voting via Facebook/microsite for first three rounds, microsite only for finalist
canvas, (decorated at nearest dealership)
+ Partner: Utrecht Art Supplies to donate art
supplies to finalists; Nissan provides signage and premium booth for Utrecht at gallery event
+ First round: 2 weeks, 100 advance + Second round: 1 week, 30 semifinalists + Third round: 1 week, 6 finalists chosen + Final: Winner receives Nissansponsored gallery exhibition of their work plus grand opening reception event
CULTIVATE cars & crafts
+ Initiative to cultivate young minds through art This ad features Julia Vann, an artist and “Urban Anthropologist” She loves her Nissan Versa for its trunk space and keyless entry.
to underfunded schools, one day a week for 30 weeks
MEDIA SNAPSHOT
DIGITAL
American Idol, The Voice, How I Met Your Mother
Time People
deviantart.com, zhibit.com, whopple.com
Nuestra Belleza Latina* Corazon Valiente*
ALMA* Vandidades*
latinopm.com, artealdia.com, artnexus.com
Born to Dance: Laurieann XXL Gibson Saturday Night Live * In - language
art program to DMA schools within 50 mile radius
+ Cars bring supplies/art/music/dance lessons
PRINT AD
TV
+ 6 cars used as canvases become traveling
Focus Hyphen
africana.com, savoymag.com, aawc.com, vibe.com c-c-c.org, aaartsalliance.org
+ Leave 25% of supplies as classroom donation
+ 12 person art street team – 2 per car + Partners: Art Education Partnership –
Provides access to art and education oriented organizations and resources such as teachers, supplies, and volunteers
Helping hands For green. For good. For go-getters. segment SUMMARY
http://www.facebook.com/nissanusa
The Helping Hands segment reflects Nissan’s initiative to mobilize the humanitarian and green advocates among multicultural Millennials.These philanthropists take pride in their community and collectively believe that their actions will positively impact generations in the future. Driven to help, these compassionate go-getters connect with a car brand that supports local charitable organizations.They demand a company that displays a wide variety of environmentally centered products and practices. For this reason, Nissan will emphasize the fuel-efficient Altima, Sentra, and Versa models within this segment.
FACEBOOK EVENT Photo source: YouTube - Lexi Ainsworth Volunteering with Habitat for Humanity.
17
18
FOR GREEN
+ Commitment to environmentalism
+ Billboard Ecology partnership: Nissan billboard waste donated to be made into promotional Nissan repurposed tote
+ Nissan billboard waste will be made into promotional Nissan totes
+ Nissan billboard waste will be made into vinyl products such as construction tarps and flooring for Habitat for Humanity
TEST DRIVe, TREE Drive
+ Trees for the future partnership
allows Nissan to donate one tree for every test drive/QR scan
+ Earn positive PR through this innovative philanthropic project
This ad features Ryan Alam, the founder of Build Bridges LA. His Nissan Altima has the Bluetooth technology and Navigation Sytem he needs to maximize his time in order to help the most students.
+ Earn positive PR through this innovative philanthropic project
+ Trees for the Futre Partnership + Up to $5,500. That’s 50,5000 trees
DEALERSHIP POSTERS
PRINT AD Photo source: Carreview.com – 2012 Nissan Altima Interior
FOR Good
+ Commitment to humanitarian work
+ Habitat for Humanity partnership + Recycled material such as vinyl tarps and flooring will be donated to Habitat for Humanity
FOR GO-GETTERS
+ Initiative to mobilize philanthropic Millennials “for Green and Good”
+ Hold “Go-Getter” meet up event (one weekend per month) alternating between environmental and Habitat for Humanity work + Nissan provides promotional recycled bags and a shuttle for first 9 volunteers at dealership + One dealership in each Tier 1 DMA will recieve 3 cars for shuttling volunteers
MEDIA SNAPSHOT TV
DIGITAL
Ciminal Minds, Modern Family, The Office
Time People
volunteermatch.org, serviceleader.org, ecohearth
Enfoque Noticiero Univision
ALMA*
almamagazine.com, hispanicamericancouncil.com
First In
Ebony Jet
socialstep.com.cn thekingcenter.com
NCIS
Hyphen The Epoch TImes
usa.chinadaily.com.cn, cscla.org
* In - language
This ad features Olivia Burke, a devoted Humanitarian. Her Nissan Sentra gets the great gas mileage she needs to drive her volunteers to project.
PRINT AD
19
20
Game Changers Cheer on. Play On. Game On. segment SUMMARY From the disciplined athlete to the enthusiastic fan, this segment encompasses the multicultural Millennials with a devout love for sports. Driven to compete, these sports enthusiasts load their cars with everything from fellow fans to duffle bags of athletic equipment. They appreciate a vehicle that will not only transport them, but will reflect their versatile and active lifestyle. Altima, Pathfinder, and Rogue support their dynamic and sporty endeavors.
MICROSITE Photo Source: Getty Images – 90437821 / EC5737-001 / 73770653.
STORY BOARD
Cheer on:
Play on
Game face photo competition
+ Initiative to motivate athletes
+ Microsite: NCAA video clips, player/team stats, live game-day tickers, Heisman voting
+ YMCA Kids Sport & Fitness program
+ Initiative to connect fans to the game
+ Game Face Photo Competition – Fans submit wildest photos via Facebook and Microsite + Site users vote on 6 winners to be chauffeured to 6 NCAA Football games in segment models
+ Microsite: “Innovation for Endurance” sponsorship, four sport programs per DMA/ tier 1 & 2
21
22
game on
+ Initiative to challenge all participants of the game, from spectators to superjocks + Tailgate events: Altima, Pathfinder, and Rogue ravel to major college football rivalry games, bringing past Heisman winners and athletic challenges and activities, with autographed balls as prizes.
THE NISSAN SCVNGR CHALLENGE
+ Nissan will partner with location-based competition game app called SVNGR + App syncs with social media and players can win points by completing dares and answering questions related to the NCAAF and Nissan + Prizes include: 3 cars, lease incentives, Heisman autographed footballs + Sample challenges include + NCAAF game Facebook check-ins + Gym and sports practice check-ins + Dealership test drive check-ins + Twitter and Facebook hash tags mentions ( @/#) + Approved user generated challenges
MEDIA snapshot TV
DIGITAL
Law & Order franchines, CSI franchise, Wipeout
Sports Illustrated ESPN
ESPN, Si.com, dreamscorp.com
Republica Deportiva Titulares Telemundo
ESPN Deportes El Mundo Deportivo
espndeportes.com lasculturas.com
This ad features Evan Aguilar, an amateur boxer. His loves his Nissan Pathfinder because it fits his active lifestyle
The Game
Ebony Jet
y2g.com ibcsports.com
Focus The Epoch Times
hyphenmagazine.com nesn.com
Familiy Guy American Dad * In - language
up & comers Innovate. Impact. Inspire. segment SUMMARY
http://www.facebook.com/nissanusa
By creating a platform specifically for those with an entrepreneurial mindset, Nissan demonstrates dedication to supporting innovative millennials on their way to the top. These consumers are driven to succeed and excel as transformative figures in their respective fields. They expect a car that is conducive to their fast paced career and want a vehicle that offers many useful features. The Altima, Pathfinder, and Sentra are the driving forces for the Up & Comer segment.
23
24
This ad features Jeff Okita, the founder of Six Taste Food Tours. The Bluetooth capability and Navigation System in his Nissan Altima help him discover the next new restaurant for his tours.
STORY BOARD
PRINT AD Photo source: Carreview.com – 2012 Nissan Altima Center Stack.
INNOVATE: Fuel the future
powered by kickstarter
+ $2 million donation to Kickstarter + Crowd-funding microsite allows
users to donate money to start-up companies
+ Twitter #upandcomers + Guerrilla “cash installations” in DMA city KICKSTARTER :10 COMMERCIAL TAG
centers: $500 Nissan bills valid toward lease/ purchase of 3 segment models (20 bills per DMA)
IMPACT
+ Facebook users “like” Nissan Lifestyle page to receive a Kickstarter donation code, which activates one-time $5 donation and prevents multiple account cheating. User donates full amount to favorite Kickstarter startup.
INSPIRE:
+ Sponsored “Community Innovation Showcase” for young entrepreneurs, professionals, and consumers + Same-day event across DMAs as the
SXSW music, film, and interactive festival
+ Sponsor Startup Bus, entrepreneurship contest en route to SXSW
+ SXSW “Super Sponsorship” + ABC’s Shark Tank product placement
MOOD BOARD
MEDIA snapshot TV
DIGITAL
30 Rock, Two and a Half Men, House
Time, People, Entrepreneur
startupnation.com, ittybiz.com
Q’Viva* Primero Impacto*
Hispanic Magazine
newsday.com saludos.com
Rising Icons Brothers to Brutha
Black Enterprise
nationalbbc.org blackenterprise.com
The Big Bang Theory
Economic Observer
ocanational.org modelminority.com
* In - language
START UP BUS
25
26 FOR THE DRIVEN
NISSAN DIGITAL CANVAS
DEALERSHIPS IPAD APP Photo source: Idsgn.com - iphone-ipad. Hongkiat.com – Boodle_Buddy.
+ Currently dealerships have messaging and signage that seem inconsistent with national branding and look unprofessional
INTERACTIVE SCREENS Photo source: Madeinchina.com – Super-Slim-Interactive-Digital-Signage-OSK2005. Iphone.appstorm.net –NCAA Football by EA Sports. Alibaba.com
+ Partner with dealerships to post signs, interactive boards, and iPads that reflect ‘For the Driven’ campaign
+ Interactive digital space, with in-language options
+ Arts and Sport Games + Carbon Footprint calculator + Kickstarter Fueling the Future Countdown + Product Informaiton
+ Campaign expanations / advertising + Business informaiton for local entrepreneurs featured in our ads
GO-GETTERS ed diam nonummy nibh euismod tincidunt ut laoreet dol
The All new 2014 Altima
by
June 10th 2013
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it's a car
for the driven
+ Community Board + Art projects made by children from traveling art program, Cars and Crafts
EVENT: For The
riven For the D Board y Communit
XTRONIC CVT
30+ MPG HWY
Cars And Craft Cars and Craft brings art supplies to under privileged schools in major metropolitan areas around the USA. Help with the Cars and Craft initiative by donating to NISSAN USA. Scan the code below and follow the instructions!
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test drive one here today!
for the driven NISSANLIFESTYLE.COM
DEALERSHIP BANNERS
COMMUNITY BOARD Photo Source: Getty Image – s sb10064479b / 86892151 / dv1492011 / 95764028 / AA020049 / 115003520 / TR007370 / 102374000.
Media strategy
Media Plan
Television: Television advertising is the best medium to reach the target market because of its top-of-mind awareness and wide reach. Print: Print advertising increases the recency
dealership experience ensures consumers are thoroughly informed in all aspects of Nissan products.
Non-Traditional: These media are used to
distinguish Nissan from competitors, highlight the innovative and lifestyle aspects of the brand, and remain memorable to consumers.
effect and also allows us to include in-language advertising where relevant.
Digital: Millennials research extensively online prior to buying a car, so a strong digital presence increases awareness and allows Nissan to be a part of the consideration set.
Media objectives
Tier 1 Tier 2
Dealership: An enhanced, modern
Deliver an integrated media plan that focuses on increasing overall number of impressions among our three target markets: Hispanic American, African American, and Chinese American, in channels that are most effective for car purchases. Use topical, relevant media to highlight “For the Driven� positioning for each of our four key lifestyle segments over the course of the year.
Mega
Seattle-Tacoma
New York Detroit
Philadelphia
Chicago
Baltimore
SacramentoStockton-Modesto
San FranciscoOaklandSan Jose
Fresno-Visalia
Los Angeles
Leverage a combination of both national and regional media channels to most effectively create the largest number of impressions among our target markets. Use national media to create overall awareness and lifestyle of the Nissan brand. Use regional buys in highly concentrated target markets to build purchase consideration. Allocate the budget among national and regional media to efficiently reach target markets. The national media buys will be most cost efficient and reach all three targets. The regional buys are based on the proportion of target market populations among US consumers.
San Diego
Atlanta
Phoenix (Prescott) Dallas-Fort Worth
Honolulu
San Antonio
Houston Miami-Fort Lauderdale
DMA targets reached Our campaign is targeted based on the regions with the highest number of multicultural consumers. We have divided the 20 designated market areas (DMAs) into three categories:
Harlingen-WeslacoBrownsville-McAllen
+ Mega DMAs (6): Cities that fall in the top 15
DMAs for each of our three target markets.
+ Tier 1 (5): Cities that fall within at least one top DMA for one of our three target markets
+ Tier 2 (5): Cities that are one of the Top 12 DMAs for one of our three target markets
27
target market spending breakdown 25% 15%
Media MIX
Paid media
+ Television + Print + Radio + In-Theater + Outdoor: Billboards, Bus Shelters + Partnerships with KickStarter, Innovation for Endurance, Utrecht Art Supplies
35%
25%
9.5% 1.5%
+ Nissan brand website + Platform microsites + Facebook page + Mobile phone and tablet application + Dealership Environment
Non-Traditional
Digital
2% 12%
70%
earned media
Non-Traditional
+ Events and Sponsorships: Car as a Canvas, Cars and Crafts, Gallery Opening and Show, Go-Getters Meet Up, Game Face Photo Competition, NCAA Tailgates, Kickstarter Fueling the Future, South by Southwest, Startup Bus, Community Innovators Showcase
9%
TV
8%
12%
Print Digital Dealership
2%
68%
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Non-Traditional
Ju
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8%
Dealership
segment flighting r.
7%
TV Print
Media Interviews
Ap
68%
Dealership
+ Public Relations: Blogs, Press Releases, Viral Videos, Local
Creative Minds Helping Hands Game Changers Up & Comers Lifestyle
12%
TV
Digital
owned media The budget allocation reflects the population size and growth rate for each target market as well as the cost of media that most effectively reaches each target. For instance, Hispanic Americans and African Americans are reached most successfully through television, compared to Chinese Americans who are best reached through online and digital media, which is significantly less expensive than television.
9%
+ Shark Tank product placement + Online Banner Ads
28
TV
11%1
Dealership Non-Traditional
2% 12%
Print Digital
1%
64%
General Magazinesappeal to all of our target markets and are related to many, if not all, of our platforms People, Time, Sports Illustrated, ESPN, Entrepreneur Hispanic Americans Magazines Hispanic Magazine Hispanic American InLanguage Magazines ALMA, Vanidades, ESPN Deportes, El Mundo Deportivo
*
African American Magazines
Chinese American Magazines Focus, China Now, Hyphen, Economic Observer, The Epoch Times
In the case of two multicultural segments, two icons are shown. All remaining media is targeted towards a general multicultural audience. * Multicultural target with an emphasis towards the CA market.
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
x
x
x
x
x
x
x
x
x
x
x
x x x x x
x x x x x
x x x x x
x x x x x
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x x x x x x
x x x x x x
x x x x x x
x x x x x x
x x x x x x
x x x x x x x x
x
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x x
x
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x x x x x
x x x x x
x x x x x
x
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x
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x x x x x
x x x x x
x x x x x
x x x x x
x x x x x
x x x x x
x
x
x x x x x
x x x x x
x x x
x x
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x x x
x
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x x
x x
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x x
x x
x x
x
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x
x
x x
x x x
Earned
The icons denote media specifically targeted towards one of the multicultural segments.
May
owned
Ebony, Black Enterprise, Jet, XXL
Apr.
PAID
Media strategy
TELEVISION NBC NBC Winter Olympics Coverage ABC CBS Fox Univision Telemundo ESPN ESPN Deportes / World Cup Coverage USA Shark Tank Product Placement PRINT General Magazines Hispanic American Magazines Hispanic American In-Language African American Magazines Chinese American Magazines RADIO Regional Stations IN THEATER Regional Theaters OUTDOOR Billboards Bus Shelter DIGITAL Banner Ads PARTNERSHIPS Fueling the Future Innovation for Endurance Utrecht Art Supplies DIGITAL Mobile App Micro Site Social Media DEALERSHIP Car as a Canvas Artwork Interactive Digital Board Test Drive Tree Drive Community Board SPONSORSHIP AND EVENTS Community Innovation Showcase The Nissan SCVNGR Challenge Game Face Photo Competition Car as the Canvas Cars and Crafts Gallery Opening and Show Go Getters Meet Up South by Southwest Startup Bus PUBLIC RELATIONS Press Releases Blogs Online Videos
x
x x x
x x x
x x
x
x
x
x
x x x
x x x
x
x x x
x x x
x x x
x x x
x x x
29
Budget Campaign research sources Pew Research Experian Adology AdAge Nielsen hispanicbusiness.com Synovate 2010 US Diversity Report 2010 US Census Advertising and Marketing Review
PAID Television :30 Spot Network Television :30 Spot Cable Television Shark Tank Product Placement Print 1-Page National Magazines 1-Page In-Language Magazines Radio :30 Regional Spot In-Theater Regional Spot Outdoor Billboards Bus Shelters Partnerships KickStarter
Impressions
Media Cost
Production Cost
2,991,031,359 1,236,416,715
$33,596,430 $20,653,570 $2,500,000
$3,750,000
92,849,183 18,563,055
$5,409,000 $2,118,000
$10,000
9,000,000
$311,850
Use TV spot audio
5,000,000
$800,000
$200,000
5,000,000 3,000,000
$600,000 $300,000
$15,000 $10,000
Innovation for Endurance Fitness Camps
24,226,574 50,000
$2,000,000 $70,000
Digital Banner Ads
50,000,000
$2,400,000
$6,000
12,000,000 100,000,000 824,359 10,000,000
$80,000 $250,000
$100,000 $160,000
Use TV & Online Video content
67 dealerships 67 dealerships 67 dealerships 67 dealerships
$100,500 $5,500 $100,000
24,226,574 5,000,000 24,226,574 600,000 200 25,000 25,000 1,000
$6,000,000 $634,070 $158,740 $421,800 $181,500 $590,490 $1,000,000 $25,000
15,000,000 200,000 3,000,000
$30,000
OWNED Digital Mobile App Micro Site Social Media YouTube Channel Dealership Car as a Canvas Interactive Digital Board Test Drive Tree Drive Dealership Signage
EARNED Sponshorships and Events Community Innovation Showcase Nissan SCAVNGR Challenge Car as a Canvas Cars and Crafts Gallery Opening and Show Go Getters Meet Up South by Southwest StartUp Bus Public Relations Press Releases Blogs Online Videos
Total Impressions:
4,630,265,593
Total Cost Agency Fee T&R/Contingency
$84,587,450 $10,000,000 $5,000,000
Total
$99,587,450
30
Measurement & Evaluation
Nissan MC market Share POST* 2014
PRE 2010 13.04%
Measurement + Run creative tracking at 6 and 12 months out
+ Post-testing to measure perceptual changes
Sales volume % increase 2013 - 2014
13.91%
2013 $177,665,000 2014 $216,943,000 22% Increase
6.67%
13.74%
16.49%
20%
8.39%
10.07%
20%
13.66%
17.08%
25%
*Based on 15% multicultural market share increase per year 2011-2013.
+ Awareness measured by unaided recall
+ Purchase consideration + Increased sales volume + Post campaign brand associations + Innovation & Style
Evaluation + After year long ‘For the Driven’ campaign + 22% increase in MC sales volume + Increase innovation association to match Honda
+ Increase stylish association to
Awareness 60
Purchase ConsiderationI 5.0
nnovation Association 5.0
Stylish Association 5.2
50
4.8
4.8
5.0
4.6
4.6
4.4
4.4
4.6
4.2
4.4
40 30 20 10 0 Percent
20% increase
20% increase
4.2 4.0
match Honda
4.0 Based on 7 pt. Lichert scale
strengthen position
4.8
4.2 Based on 7 pt. Lichert scale
Based on 7 pt. Lichert scale
strengthen top position Nissan
Honda
Toyota
**All numbers based on primary research survey data
31
First 5 years: continue 'for the driven' messaging
refresh campaign every 18 months
+ One year is not long enough to completely
+ New aspirational characters + New innovative features + Brand key campaign events,
change brand perception + Five years will allow Nissan to establish itself as a brand for innovative multicultural millennials + Over the first five years, review the effectiveness of the individual segments and adjust as needed
end of campaign
March 2014
One year later april 2014
looking to the future
continue annually in different DMAs + Introduce Leaf at second refresh, year 3
32
develop key partnerships
+ Sponsor the 2014 World Cup, a huge event for multicultural Millennials + Secure SXSW sponsorship for the future if 2013 is not available + Continue to nurture partnerships created during the initial year + Hire a Product Placement Agency to integrate Nissan cars into movies and television shows that align with our messaging
Five years later
THE FUTURE March 2018
March 2023
beyond five years: opportunity knocks to upsell
+ Introduce higher end Nissan models once brand favorability rises + For the Driven should act as MC millennials’ entry point to the Nissan brand + When the target MC millennials age and prosper, their tastes and wallets will develop beyond the five core models + Introduce the 370Z, Maxima, Murano, and other high-end Nissan models to maintain brand loyalty
Credits. Media
Faculty advisor
Therese Wilbur,
Professor
Account coordinators
Jeffrey Borsuk Diana Smith
director
Pitch Creative
Consumer Insights
Kasey Carpenter, director Valeria Navea, director Devan Bratton Joseph Vassel Justine Wu Nicholas Barton Ana Slavin Camapign Creative
Kelly Maynard, Natasha Wu Cameron Wolf Stella LIn Lindsey Jahnke
MacKenzie Patterson, Evan Miner Jungmin Kim Nicole Stockdale
Special Thanks:
director
IMC
Jennifer Leshkevich, Ha Yon Chun Daniel Rios Megan Williams
Jennifer Wong, director Tyler Miller Stephanie Wang Taylor Witte AIM team members
pola Alfanso olivia Choi Charlie Jung Jaynit Raheja Manish Rahatjar Saya Taniguchi Elizabeth Wallace Ariel Weaver Samantha Yerks Advisory board
director
Stephanie Chow Julie Farquharson
USC marshall School of business Associate Dean kim d. west AAF education services team sandy king, aaf district 15 coordinator AAF Research Partners: The Nielson company experian simmons consumer research SRDS AD-ology iced media getty images Andy DubE, donor eric trinh, photographer and film maker Indie priniting WAYne Said, CFO indie printing