INTRO
Executive
SUMMARY
Since the creation of Nissan in 1911, the founders have aimed to become the forerunner in the automobile industry. Today, the brand strives to provide unique and innovative automotive products and services for consumers. With such a competitive automobile landscape, Spark recognizes that a comprehensive understanding of the customers’ motivation to succeed and stand apart is the key to success. Spark has developed the following campaign to meet the needs of 18 to 34 year-old multicultural consumers. Placing an emphasis on individualism and determination, this campaign demonstrates how Nissan is the facilitator on the journey to success. Our concept allows each multicultural millennial to choose the unique automobile that best fits his or her lifestyle. Spark is confident that this campaign will effectively position Nissan as each multicultural millennial’s ideal vehicle.
Agency Identity 2
Account Planning 3
Creative 8
Brand Activation
15
Media
24
Evaluation 31
Credits
32
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INTRO //
Agency Identity
OUR MISSION Combine our passion with your goals to create powerful campaigns.
Brainstorming - Planning Feeding the creative process with insights
Vision - Creative Seeing the new ideas through
Action - Brand Activation and Media Breaking through clutter with bold engagements
Reflection - Evaluation Accurately measuring the success
ABOUT OUR AGENCY We are 26 individuals, each with a unique perspective. Our goal is to create one cohesive, effective concept. Through the different ideas brought to the table by each individual, we are able to craft and produce ground-breaking campaigns.
after all, the best ideas start with a spark...
ACCOUNT PLANNING //
Situational Analysis
Economic Forces • Gas prices continuously on the rise • Employment rates may be in a potential upswing • The US economy now appears to be recovering from the recession
Competitive Forces • Honda and Toyota are viewed as cult brands • Difficult for car brands to differentiate themselves with significantly similar products • Focus on customer service and the dealership experience
Technological Forces • Technology becoming personalized • Multimedia delivery platforms provide entertainment to passengers and improving navigation • Advances in digital technology, wireless communication, and software have widened dimensions of product development in automobile industry • Technology is attempting to improve cars and make them more environmentally friendly
Socio-cultural Forces • Groups within target market are particularly concerned with image and status • Consumers must be reached more directly and creatively • There is an increasing interest in social responsibility, like the “Green Initiative”
Legal Forces • New fuel economy and pollution standards for car and light trucks sold between 2012 and 2016 • Must adhere to all Federal Motor Vehicle Safety Standards and Regulations
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Competitor Analysis
J.D .po w HOR er SEP OW E FUE R L EF FICI E NC Y
Pric e
HIS T
ORY
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ACCOUNT PLANNING //
98 Years
$19,714
3
172
26.3 mpg
109 Years
$20,585
3
173.8
31.7 mpg
100 Years
$21,188
4
173
27.9 mpg
64 Years
$20,143
3
183.2
29.2 mpg
45 Years
$21,163
3
181.6
34.2 mpg
NISSAN
• Seeking a symbiosis of people, vehicles and nature • Desire for a sustainable mobile society, now and in the future • Nissan Green Program’s goal is to achieve 100% resource recovery rate and generate zero waste emissions
Ford
• Developing plan to reduce CO2 emissions • Decreased global water use per vehicle and landfill use • Environmental Operating System including metrics, data collection and reporting in all plants • Energy Star Sustained Excellence Award from the U.S. Environmental Protection Agency and the U.S. Department of Energy for sixth year in a row
Chevrolet
• Supports new wind farms and solar projects • Captures methane from landfills and uses it for energy • Contributes to forestry projects throughout America • Devotes $40 million to ensure impact makes a difference • More than half of plants globally are landfill-free
Honda
• Blue Skies for Our Children represents environmental vision • Embarked on the largest solar-cell project to reduce energy loads and CO2 emissions • Worldwide plants meet toughest international environmental management standards • Earned the title of America’s “Greenest Automaker” from the Union of Concerned Scientists
Hyundai 55 Years
$18,011
3
202.4
35 mpg
The above are average data collected from base models from the following brands: Subcompact: Versa Chevy Sonic Ford Fiesta Honda Fit Hyundai Accent Toyota Yaris
Compact Sedan: Sentra Chevy Cruze Ford Focus Honda Civic Hyundai Elantra Toyota Carolla
Mid-Sized SUV: Pathfinder Chevy Traverse Ford Explorer Honda Pilot Hyundai Santa Fe Toyota 4Runner
Mid-Sized Sedan: Altima Chevy Malibu Ford Fusion Honda Accord Hyundai Sonata Toyota Camry
Small SUV: Rogue Chevy Equinox Ford Escape Honda CR-V Hyundai Tucson Toyota RAV4
• Blue Drive technology including plug-in hybrid vehicles, zeroemission electric vehicles, and fuel-cell vehicles that run entirely on hydrogen with their only emission being water • Eco-Technology Research Institute creates new ways to lower air pollution from exhaust emissions • “Green Move initiative” works with communities to protect environment
Toyota
• 5R system: refine, reduce, reuse, recycle and recover energy • Researching renewable resource materials • End of Life Vehicle (ELV) recycling/recovery rate is over 90% • Received Silver LEED Certification and Gold LEED Certification
ACCOUNT PLANNING //
SWOT Analysis
strengths • Strategic alliance with Renault allows Nissan to reach a more diversified customer base and benefit from the technologies and innovations of each individual partnership • Geographic diversification and global operations • Innovative technological advances that are good for the environment, enhance safety, and provide greater on-board satisfaction • Robust research and developmental activities • Nissan Power 88 • Expansion of product lineups • Growing opportunities in emerging markets • Strategic investments in zero-emission technologies • Strategic cooperation with Daimler • Reviving once-popular Datsun brand
NISSAN
BRAND PERCEPTIONS
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WEAKNESSES • Altered brand reputation due to recalls – most recent being in early March of 2012 • Dependence in overseas markets: Nissan currently produces over 50% of its vehicles abroad
• Natural disasters in overseas markets • Competition in the global automotive market • Appreciating Japanese Yen against the US Dollar • Tightening emission standards
THREATS
OPPORTUNITIES These actual target audience responses, obtained through our primary research, were selected because they are representative of responses overall: “Drives very well, the exterior is beautiful and mileage is awesome.”
“The ‘meh’ brand.” “I wasn’t planning on liking this car.” “Sleek and modern look.” “They kind of have a boring logo.”
“When I think Nissan, I think UGLY, dopey four-wheel drives.”
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ACCOUNT PLANNING //
Research Methods
PRIMARY RESEARCH Focus Groups / one-on-one interviews Multiple focus groups and interviews were held with members of our target audience. Topics discussed included: perspectives on various ethnicities and cultures, Nissan’s direct competitors, Nissan’s brand image, and interpretations of “innovation.”
Surveys
Surveys were conducted online with Qualtrics to reinforce our focus group findings and address additional questions. We received over 720 respondents for our survey. From these findings we developed key insights for our campaign.
Expert Interviews
We contacted Nissan dealers to understand buyers’ purchasing behaviors while observing various selling methods. Additionally, a multicultural professor with a doctorate in educational leadership was contacted to gain expert insight on our target audience.
Observational Research
To gain a firsthand perspective of being a Nissan driver, we went to various dealerships and recorded multiculturals’ reactions to being in Nissan models. We also went to competitor’s dealerships to obtain their reactions to those models.
SECONDARY
RESEARCH In order to understand Multicultural Millennials, we researched each ethnicity individually. Using news sources, blogs, websites and research services, we analyzed each culture’s psychographics, demographics, attitudes and beliefs. Using MRI+, we were able to determine the highest media usage outlets among our target audience.
ACCOUNT PLANNING //
The
VisionarIES They are African Americans, Hispanics and Chinese Americans between the ages 18 and 34, who have the buying power to purchase Nissan vehicles. They are highly educated, goal-oriented millennials. While they are proud to represent their culture, they strive to distinguish themselves as individuals. They embark on their own path, breaking boundaries, and overcoming hurdles to achieve success.
Profile
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Survey Results What Does Owning A Car Mean to You?
What Does “Innovation” Mean to You?
What Makes A Car Innovative?
Top 3 Responses: Freedom Responsibility Independence
Top 3 Responses: New Create Ideas
Top 3 Responses: New Features Technology
Secondary Audience
Our secondary audience is composed of two different subsets of our target demographic; millennials who cannot yet afford a Nissan, and the parents of those who can. Our primary audience values the opinions of their families. Multicultural Millenials look to their families for monetary assistance, and advice about life and major purchasing decisions.
THE CHALLENGE Multicultural Millennials need to develop a strong, emotional bond with Nissan through an improved brand perception. It is essential to build off the innovative image of Nissan that resonates with their lifestyle. The end result is an increase in multicultural market share.
THE KEY INSIGHT
THE STRATEGY
Multicultural Millennials feel they need to work harder to overcome the obstacles in the way of their success.
Nissan will instill confidence in Multicultural Millennials as they work toward their goals. We will show how Nissan’s innovative features and brand image match Multicultural Millennials’ ambitious lifestyles.
“We need to be over qualified to be qualified”
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CREATIVE //
The Big Idea
The
BIGIDEA
“For the
Driven.” “For the Driven” expresses passion and motivation, not only as a defining personal characteristic, but as a way of life. Because of their diverse backgrounds, our target audience is inherently ambitious and focused on achieving their goals, despite any obstacles that stand in their way. Our Big Idea taps into this notion by demonstrating that Nissan is a “driven” car made for a driven individual. Confidence, zeal, drive. Nissan IS for the driven.
CREATIVE //
y tells The cop y of a the stor in individual d e t a iv t mo ion le situat a lifesty
The im portan betwee t link n the b e nefit of a p articu lar featur driver’s e and the needs, with a call-to along -actio to visit n N is s an’s micros ite for more inform ation.
Art Direction
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Cop y tag ends w it line, “Som h the you say ’re ___ e say yo _, rein u’re DR we fac forcin IVEN”, t g supp that N the i ss o asp rtive in an is ect ever o y cus tom f their ers’ lives .
of ation in b m o The c ge of ing ima ik r t s nials in a al Mille r u lt and u Multic narios e e c s y a h everyd e of t e imag le. g r ic h la e a n v a s is N ed select
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CREATIVE //
Print Ads
Ahead of the Rush
Precious Cargo
CREATIVE //
Star of the Road
Ready for the Call
Print Ads
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CREATIVE //
TV Spot
TV Spot #1 “"The Icing On The Cake: pathfinder"”
Visuals
audio
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Maria seen throwing flour in the air
Some say you take too many risks.
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Maria baking her client’s cake in her kitchen
Quitting your job to follow your passion?
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Final product is revealed But baking is your life, so that was an easy decision.
30 Seconds
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Maria takes the cakes to her Careful now... Nissan with lots of care Door closes, and Maria Alright you’re good. drives off Maria merges onto the Standard in all Nissan highway with another car vehicles, the CVT seamless shifting When the other car promises you a smooth accelerates to merge, the ride by avoiding “shift- ice cream goes into the shock” face of the little kid When Maria accelerates, the cake remains still Maria looks back at her cake with confidence
So your precious cargo stays under control.
Maria pulls up to the client
At Nissan, we believe the journey is just as important as the destination.
Client sees Maria’s cake and Some say... is impressed Woman: You’re a life saver! We say you’re driven. Full-Screen Graphic: Nissan logo
Nissan. For the driven.
CREATIVE //
Radio Spots
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Radio Spot Source Dialogue Music Female Voice
Mood Music It’s just you and me and the open road. Up ahead is a turn. Some told you to keep going straight...but you’ve decided to go left. Yeah, there’ll be some bumps, but we’ll navigate our own route. Let’s push start today. Some say you’re unpredictable. We say you’re driven. The 2012 Nissan Rogue, with an integrated GPS system, push-to-start technology, and the capacity to fit all your adventures. Visit ForTheDriven.com today to find your perfect Nissan. Innovation for all.
Radio advertisements will air in key market areas with concentrated Hispanic populations, such as New York, Chicago, Houston, Los Angeles, and San Diego. The commercial will air in both Spanish and English. Radio is the medium most likely to be preferred in-language. Having a spot in Spanish will also reach our secondary target.
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CREATIVE //
Digital
Internet
Banners The use of flash-animated Internet ads captures the attention of our target audience. The copy in the ads portrays a situation in which the motivated individual is seamlessely transitioning between two activities. The chosen situation is very relatable, and a click will drive our target audience to ForTheDriven.com
ADVERTISEMENT
BRAND ACTIVATION //
Brand Activation
Philosophy
Philosophy
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The world of advertising has reached a point where traditional media alone are no longer enough. Our fully integrated brand activation plan creates personal engagement through social interaction.
Social Media
Deepening relationships through integrated engagements...
To enhance other aspects of the campaign, Nissan will incorporate Twitter, Facebook and YouTube. These social media platforms will give Nissan a strong online presence and provide additional outlets for our creative executions.
Nissan’s YouTube channel will host campaign executions, extended cuts, video submissions, and viral videos from guerrilla initiatives. This will develop an interactive engagement between the driven consumers and the innovative image of the Nissan brand. Nissan’s Facebook page will be used to interact with customers and to promote brand activation tactics. All initiatives will be announced via Facebook in addition to promotional tactics already in place. Tabs will be added for individual brand activation campaigns.
Nissan’s pre-existing account, @NissanNews, will support the campaign. The hashtag campaign, #ForTheDriven, will be used as a call-toaction within all campaign initiatives, directing feedback to a single source. Campaign related tweets will ask viewers “What makes you driven?” or “What drives you?”, while the response hashtag will be, #ImDrivenBecause.
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BRAND ACTIVATION //
Digital
ForTheDriven.com Every t will h hing on t ave a his s it to t he Nis direct lin e k san home gene page ral
On th e pag to fi nd fu e, users wil r abou t eve ther info l be able nts, rmat video inc ion c the m lips from entives a n event ini-se ries s an d d
A call-to -action in external advertis in g will direc t our ta rget back to the site through out the year
p of the to ly t a s b lear Ta e will c tween the g a p e th be ntiate ctic ery ta differe v e f o s t elemen
site Nissan web The main sa’s r e V e se th will also u and e interior 360-degre display e iv t terac exterior in models re Nissan for all co
BRAND ACTIVATION //
Driven Magazine
Other
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Nissan will publish an in-house magazine that focuses on developments in the car industry, lifestyles of Nissan owners, and the stories of the “30 Under 30,” the most driven and innovative Nissan owners. All Nissan owners will receive a free subscription to this magazine. Non-owners can purchase a subscription, pick it up for free in Nissan dealerships, find it online. Copies of Driven will be given out at all events where Nissan is present. This magazine will promote the Nissan brand through subtle cues and lifestyle commentary. It is essential this magazine appeals to non-owners as well as owners.
NISSAN'S 30 UNDER 30 Nissan will feature a “30 Under 30” list in its Driven magazine, commending 30 multicultural Nissan owners who show drive in their individual projects. The 30 Nissan owners will fall into one of seven categories: art/ photography, sustainability, entrepreneurship, social responsibility, athletics, food, and music. These individuals can either nominate themselves or nominate someone else who they feel demonstrates drive. Nissan will then select the top 30 nominees to be featured on the list in the Driven magazine and on ForTheDriven.com. Each of these individuals will receive a $1,000 grant.
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BRAND ACTIVATION //
Guerrilla and Experiential
Driven
PLAYLIST
Nissan will have an air conditioned tent with cars on display at music festivals across the country with a high attendance rate of Multicultural Millenials, such as MTV Iggy’s Best New Band, Coachella and A3C Hip Hop Fest. The driven playlist will consist of unique song collaborations created by artists present at the festivals. The playlist will be hosted on a Nissan mobile application. Songs will be downloaded by using the app to check in to certain performance stages. Songs are shared through the Nissan app and the top three who share the most songs each day will be entered to win signed items from the artists. A Nissan for the Driven CD will be available for purchase a month after the festival is over.
Nissan
DRIVEN Talent
Nissan will create a bus tour that travels throughout the country. The bus will carry three street team members to help facilitate and produce talent shows. Participants will be able to sign up on Nissan’s social media sites. There will be new participants in each city. Talent shows will take place in major parks, theaters and festivals in the key market areas and other major cities throughout the country. Driven Talent will tour the following cities: New York, Los Angeles, Houston, San Antonio, Chicago, Philadelphia, Detroit, San Diego, San Francisco, Memphis, Boston, Indianapolis, Columbus, Washington DC, Miami, Atlanta, Baltimore, St. Louis, Phoenix, San José
BRAND ACTIVATION //
Driven to Win! Driven to Win, a Nissan 3-D projection arcade, is an exhilarating race between five people sitting in real Nissan cars, modified for the event to control projections cast on large buildings. Participants will need to operate the stationary vehicles in order to follow the course. Through various forms of social media, such as tweeting #ForTheDriven, spectators can unlock elements to assist drivers during the race. The projection will show the number of tweets in real time, create spectator interaction, while increasing social media engagement. Each course will be unique to the city the event is held in, targeting our key market areas, such as Miami, Atlanta and Phoenix. The drivers with the top race times in each city will be selected to participate in a final race in New York City. The overall winner will receive the grand prize of a brand-new Nissan.
Guerrilla and Experiential
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BRAND ACTIVATION //
Sponsorships and Partnerships
UFC And THE Ultimate Fighter
SPONSORSHIP Nissan will sponsor the Mixed Martial Arts League, UFC, and its coinciding reality show The Ultimate Fighter. • UFC will give Nissan logo placement throughout its events, including in and around the octagon and at press conferences. • Nissan will sponsor the Nissan Driven profiles of the fighters prior to the match. • The Ultimate Fighter sponsorship will include Nissan vehicles to transport the fighters, Nissan logo placement throughout the training gyms, and a Nissan for the show’s winner.
Nissan Fuels the Driven Nissan will partner with Keurig single cup coffee makers to attract potential consumers to dealerships. At all Nissan events, street teams will offer an opportunity for attendees to listen to a five-minute Nissan pitch, and then take a quiz. Upon completion, the person will receive a reusable coffee mug. It will contain three K-Cups with a special limited edition “Driven Blend” and a coupon that allows the recipient to take a test drive at their local Nissan dealership to receive a free Keurig as a gift.
In addition to being present at Nissan brand activation events, the street teams will be located outside of stadiums at select MLS, NFL, and MMA games/events.
BRAND ACTIVATION //
Nissan “school for the driven” A new after school program will be created through a partnership with the Boys and Girls Club of America in which successful, driven individuals in diverse communities will participate in a mentor program. These individuals will lead weekly workshops in both middle schools and high schools, in low-income areas of cities such as San Jose, Baltimore, Miami, and Phoenix. Workshop topics will span a variety of disciplines, such as art, cooking, music and business. This will help to inspire the next generation of driven individuals, and foster a positive brand image in these communities.
NISsan mini-series The Nissan mini-series, featured on Hulu and ForTheDriven.com, is a contest that showcases driven individuals who will be competing for a grant. Nissan will select eight individuals through an application process to compete on the show. The mini-series will consist of eight episodes, during which one contestant will be voted off each week by the viewers. The project ideas will be further developed each week and the final winner will receive full funding for their project. Nissan’s social media sites will be used as a platform to create awareness and conversation about the miniseries.
Corporate Social Responsibility
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Driven Communities To promote struggling, minority-owned small businesses, Nissan will organize “cash mobs,” which encourage mass spending on a specified date, creating a sudden influx of revenue. The businesses will be located in our key market areas, and cities such as Atlanta, St. Louis, Detroit and San Francisco. Businesses will be selected as follows: • Small business owner supporters create videos for why the business deserves it • Videos submitted through ForTheDriven.com • Twenty finalists selected by Nissan • Public will vote on winner • Five businesses voted on the most will receive the Cash Mob • People who voted for the winning video will be entered into a drawing for one of the fifty gift cards Cash Mob Results: • Produce funds above and beyond Nissan’s $5,000 donation • Provide additional brand awareness for selected entrepreneurs • Nissan will receive significant publicity for the sponsorship • A viral video of the cash mobs will be created and distributed on ForTheDriven.com and Nissan’s social media outlets
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BRAND ACTIVATION //
Additional Reccommendations
Dealership
Displays
It is essential to integrate the campaign across all aspects of the sales experience. Point of purchase displays will be placed in dealerships, including “For the Driven” signage, as well as magazine racks with copies of INTERNAL MARKETING COMMUNICATIONS Driven magazine.
Driven To Be A Better Sales Rep Training for the Nissan sales force will be available through a mobile application and on a website. This creates consistency across Nissan dealerships, while a tracking system will monitor the sales representative’s training progress. The application will feature: • Video tutorials providing sales tips • Nissan product overviews • Sales staff performance rankings • A meeting calendar • Nissan marketing communications information It will also include a community forum and a live chat feature that will allow the sales force to discuss tips, techniques, and sales’ stories in real-time. Dealers will be able to compare their sales representatives success, and the top five performers will be rewarded.
BRAND ACTIVATION //
IDEA
TOTAL
Corporate Social Responsibility Nissan School for the Driven $300,000.00 Miniseries/Grant $1,300,000.00 Driven Communities (Cash Mob) $300,000.00 Internal Recommendations Driven To Be A Better Sales Rep $500,000.00 Dealership Displays $500,000.00 Other 30 Under 30 $30,000.00 Driven Magazine $2,500,000.00
IDEA
Schedule and Budget
TOTAL
Guerrilla & Experiential Driven To Win $3,000,000.00 Dealerships out of Dealerships $1,000,000.00 Driven Playlist — Music Festival $5,000,000.00 Nissan Driven Talent — Moving Talent Show $1,070,000.00 Sponsorships & Partnerships Nissan Fuels the Driven — Coffee Mugs $3,000,000.00 MMA Sponsorship $4,000,000.00
TOTAL
$22,500,000.00
BRAND ACTIVATION FLOWCHART April MAY june july august september OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH Racing Simulation Nissan Fuels the Driven —Coffee Mug Nissan School for the Driven 30 Under 30 / Mentorship MMA Sponsorship Miniseries/Grant Nissan Driving Talent — Moving Talent Show Driven Magazine Driven Playlist — Music Festivals Driven To Be A Better Sales Rep Cash Mob / Art Execution Dealer Out of Dealership / Sports Events Dealership Displays
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MEDIA //
Media Strategy
OBJECTIVES • Achieve marketing goals with a $67.5 million media budget • Coorelate media placements with share of car sales per month • Gain an effective reach of 80% with an effective frequency of 10.0 • Launch a 1-year campaign starting April, 2013.
S A E R A T E K R KEY MA
MEDIA STRATEGY To reach the always busy, time shifting, Multicultural Millennial, we will devote a large portion of our media budget to digital media and streaming television. This emphasis on digital will be backed up with traditional television, print, and out-of-home executions to reach the target in multiple areas, where they are already consuming media.
TARGET CITIES New York, NY Los Angeles, CA Houston, TX San Antonio, TX Chicago, IL Philadelphia, PA Detroit, MI San Diego, CA San Francisco, CA Boston, MA
Miami, FL Atlanta, GA Baltimore, MD Phoenix, AZ San Jose, CA Memphis, TN Indianapolis, IN Columbus, OH Washington, D.C. St. Louis, MO
MEDIA //
Multicultural Millennials are connected to digital media at all times of the day. Distributing Nissan advertisements through a variety of online outlets will increase brand recognition and reach a wide range of the targeted millennials; appealing to conquest buyers and spreading the campaign message.
Due to the fact that Multicultural Millennials often miss their favorite television shows on broadcast, streaming television will make up a large portion of our budget. This includes both the popular multi-network website Hulu.com, and the websites of the major broadcast networks ABC, CBS, and NBC.
.com
Features full episodes of almost their entire lineup, including shows popular with millenials like “30 Rock,” “America’s Got Talent,” and “Saturday Night Live.” Features popular millennial shows like “Modern Family,” and “The Office,” as well as targeted media, including hulu.com/latino.
.com .com
Features shows popular with millenial women in particular, including “Dancing with the Stars,” “Desperate Housewives,” and “Grey’s Anatomy.”
Features the Number 1 show on television, “The Big Bang Theory,” as well as the popular “CSI” series, two of which are based in one of our KMAs.
Online
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MEDIA //
Online and Radio
Online
Placement BlackVoice.com NBA.com MLB.com AutoTrader.com Edmunds.com TheRoot.com
Ad placements will target those who have recently changed jobs and feature encouraging and inspirational messaging.
Facebook Hyper targeted placements will reach out directly to the Multicultural Millennial at their favorite social media site.
Twitter One of the fastest growing social media sites allows for unique placements and creative executions, and will enhance Brand Activation.
YouTube Preroll ads will help reinforce traditional TV spots. Additionally, 94 of Ad Age’s top 100 advertisers have run campaigns on YouTube.
Spotify/Pandora Our target iAds - Multicultural Millennials are often early adopters, and reaching them through the Apple iAd network will be a great way to hit even the busiest Multicultural Millennial. SEM - Search engine marketing on sites such as Yahoo, Google, and Bing is particularly important for car buyers. Search terms for the 5 Nissan cars, as well as common competitors will be purchased to drive traffic to relevant information.
spends a large portion of their day on these music streaming websites, especially where they are at their most driven: work.
Mashable
This social media/news aggregator is a frequent visit for the multicultural millennial and is a highly shared media, often being linked through social networking sites.
Radio PLACEMENTS These placements will reach out to Multicultural Millennials and get them thinking about Nissans while in their cars. Placements in Houston, TX, and Los Angeles, CA, will feature in-language advertisements on Spanish or bi-language radio stations. Additionally, these spots will be featured heavily on sports broadcasts, and can be reused on digital sites such as Pandora, and Spotify.
MEDIA //
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Publishing companies like Hearst and CondĂŠ Nast are working hard to get digital subscriptions into the hands of the millennial reader, and their efforts are working. Print media placements will feature standard placements, as well as expanding and rich placements in digital publications where applicable. Full-color, one-page ads will run in high-traffic issues of specifically targeted magazines. These will result in additional pass along viewership, particularly within our target.
Men 1 294 8-34, inde x
, ge 32.5 A n ia d Me male 93% fe
d college 72% attende 3.9, Median Age 3 63% Single
eaders 52% of r . 79% are 21-35 college, went to a car 74% own
32% P Lea lan to se a Buy Next or Vehi cle Gra 12 Mon i dua ths n , ted Coll 62% ege
Americ a’s Ric hest People, NBA/NFL Valuat Team ions
Me
Age dian
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MEDIA //
TV
Despite the rise in digital media, standard television is holding firm as the most popular media choice for the Multicultural Millennial. Digital Video Recorders have become the norm, and our target is no longer restricted to watching their favorite shows when they air. While attention and engagement on streaming television tends to be higher than traditional TV, there is no arguing the importance, or effect, that traditional TV spots have.
Broadcast Television
• The Voice
• Modern Family • Dancing With the Stars • Grey’s Anatomy
• CSI • CSI New York • CSI Miami
• Glee
cable Television • America’s Best Dance Crew
• Sports Center
• Real Housewives of Atlanta
• Aqua Teen Hunger Force
MEDIA //
Out-of-Home
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Traditional billboards will be placed along heavily utilized commuter roads throughout our key market areas. The billboards will follow the creative direction of the overall campaign, and reinforce other paid media. Billboard placements will feature an extension at the top with the “Driven� text that is featured on all of our creative. The Billboard will utilize the ForTheDriven.com call to action.
Sporting Events The NFL, NBA and MLS all have strong connections to Multicultural Millennials. Seat placements at selected stadiums in our key market areas will reinforce overall brand message, while capturing eyes and interaction. Placements will be directly in view of event attendees before the game and during the down time. It will provide more information than is normally seen for an advertisement due to the increased time in front of our audience.
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MEDIA //
Flow Chart and Budget
Television ABC (Dancing with the Stars) ABC (Grey's Anatomy) ABC (Modern Family) Bravo (Real Housewives of Atlanta) Cartoon Network (Aqua Teen Hunger Force) CBS (CSI) CBS (CSI Miami) NBC (Sunday Night Football) ESPN (Sports Center) Fox (Glee) MTV (America's Best Dance Crew) NBC (The Voice) Streaming TV ABC.com CBS.com Hulu.com NBC.com Print Allure Black Enterprise ESPN Magazine Forbes GQ Latin Trends OfďŹ cial Xbox Magazine Vouge Radio New York WHTZ WFAN WXRK WWPR WPAT Spanish Chicago WBBM WGCI WSCR WTMX WPWX WVIV Spanish Houston KHMX KKHH KRBE KAMA Spanish KLOL Spanish KOVE Spanish Los Angeles KAMP KIIS KYSR KLYY Spanish KWIZ Spanish San Diego KHTS KIOZ KLQV Spanish Online AutoTrader.com Blackvoices.com Edmunds.com Facebook.com LinkedIn.com Mashable.com MLB.com NBA.com Pandora.com Spotify.com TheRoot.com Twitter.com YouTube.com Search Engine Marketing Yahoo!/Bing Google Mobile iAds Out-Of-Home Billboards MLS (Cup Holders) NBA (Cup Holders) NFL (Cup Holders) Production
Total
April
May
June
4th Cover
4th Cover
July
August
4th Cover
September
October
4th Cover
November December
4th Cover
January
February
March
Impressions
Cost
1,375,446,362 204,501,000 70,500,000 117,320,000 31,395,000 573,770,492 64,350,000 58,750,000 152,600,000 19,200,000 23,609,870 38,000,000 21,450,000 491,550,000 79,550,000 94,000,000 200,000,000 118,000,000 343,636,939 85,812,000 6,111,888 25,977,180 11,693,028 81,072,000 2,940,000 4,652,843 125,378,000 1,464,797,600
$17,997,874.00 $1,595,107.80 $1,157,610.00 $4,842,969.60 $46,464.60 $700,000.00 $2,559,843.00 $1,057,500.00 $1,876,980.00 $262,272.00 $2,181,552.00 $570,000.00 $1,147,575.00 $17,999,750.00 $3,579,750.00 $3,290,000.00 $7,000,000.00 $4,130,000.00 $9,994,961.00 $1,574,796.00 $443,520.00 $2,441,028.00 $1,335,720.00 $1,724,148.00 $513,550.00 $290,056.00 $1,672,143.00 $1,500,000.00
71,276,800 45,356,800 95,590,400 78,380,800 68,726,400
$60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00
72,542,400 62,337,600 35,571,200 67,814,400 56,684,800 54,668,800
$60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00
60,796,800 64,545,600 49,420,800 45,046,400 48,436,800 25,539,200
$60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00
94,710,400 111,174,400 67,856,000 30,729,600 34,732,800
$60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00
53,132,800 42,123,200 27,602,400 3,085,000,000 75,000,000 75,000,000 75,000,000 500,000,000 250,000,000 100,000,000 125,000,000 150,000,000 250,000,000 100,000,000 75,000,000 560,000,000 100,000,000
$60,000.00 $60,000.00 $60,000.00 $14,999,250.00 $1,125,000.00 $460,500.00 $1,125,000.00 $500,000.00 $190,000.00 $614,000.00 $786,250.00 $943,500.00 $2,500,000.00 $1,600,000.00 $517,500.00 $700,000.00 $1,750,000.00
250,000,000 250,000,000
$125,000.00 $562,500.00
150,000,000 Executions 1,830 166,500 119,502 274,661
$1,500,000.00 $4,999,315.00 $2,196,000.00 $832,500.00 $597,510.00 $1,373,305.00 $7,500,000.00
6,760,430,901 $67,491,150.00
EVALUATION
EVALUATION Awareness
We anticipate our “For The Driven” campaign will be recognized by approximately 80% of Multicultural Millennials.
Comprehension
Key campaign messages including, “Nissan understands what defines being a Multicultural Millennial” and “feature-benefitlifestyle matching,” will be perceived and understood by approximately 75% of Multicultural Millennials.
Conviction
Functional and emotional campaign selling points will be believed and valued by approximately 40% of Multicultural Millennials.
Action
The “For The Driven” campaign, with its targeted, insightful messaging, and interactive elements, will result in a combination of web visits, Facebook likes and posts, Tweets, event attendance, dealership visits, and test-drives, all generated by approximately 20% of Multicultural Millennials.
Earned Media Impressions Magazine: 12,750,000 Keurig: 100,000 Street Teams: 150,000 3D Projection: 9,000,000 Talent Bus: 30,000 Cash Mobs: 10,000
Total Earned Media Impressions: 22,040,000 Total Earned Media: $2,205,000.00 Increase in Multicultural Market Share: 13.04% - 16.04% April – June: +1.1% July – September: +0.7% October – December: +0.6% January – March: +0.6%
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CREDITS
Rachel Hardke Account Director Seth Greenberg Brand Activation
Dylan Hulser Media
Brian Rosenberg Account Director
Jimmy Knowles Production
Diana Cui Account Planning
Kyle Fenton Co-Creative
Brittany Concannon Co-Creative
Alexandra Dean, Amanda Pulver, Amanda Vitullo, Andrew Buraczenski, Andrew Cohen, Ashley Hunter, Ben Cohen, Carolyn Cox, Danica Netti, Emma Gibson, Isabel Sprockel, Jason Rozet, Josie Morgan, Julia Cicale, Kelly Wicks, Kirsten Quinn, Lani Chevat, Russell Martens, Travis Johnson Special Thanks To...
Scott Hamula, Associate Professor and AAF NSAC Faculty Advisor Adam Peruta, Assistant Professor, Strategic Communication William Ressler, Assistant Professor, Strategic Communication Kurt Komaromi, Instructor, Marketing Arhlene Flowers, Assistant Professor, Strategic Communication
Dr. Mo Baptiste, Assistant Professor, Education Joe Reagan, Royal Auto Group Dealership Owner Keith Hardke, Car Salesmen Jacob Lifschultz, Photographer Griffin Case, Artist
Hannah Chavez, Illustrator Maguire Family of Dealerships Ithaca College Print Shop Heather Hardke The Howard and Helen Cogan Fund
Resources AAF NSAC Case Study; Nissan; Honda; Toyota; Ford; Hyundai; Chevrolet;Daimler; Renault; J.D. Power and Associates Automotive Rankings;Hispanic/Latino Market Profile; Ad Age; The Association of Hispanic Advertising Agencies; MRI +; Business Source Premier; Getty Images; National Clean Vehicle Program; Motor Authority; Cross Culturalism; Nielson; Standard Rate and Data Service (SRDS); Pew Research; Mercury Media; Mintel; Social Science Data Analysis Network; U.S. Census Bureau; Selig Center for Economic Growth; Consumer Affairs; Target Market News; Hispanic Market Information; Asian American and Pacific Islander Millennial Students at a Tipping Point; Chinese Media List; Encyclopedia of Immigration; The Black Consumer Market Authority; African-American/ Black Market Profile; Army Reserve, RAB