Pride in Progress.
Nissan Motor Company Boston University NSAC 2012
Research Methods
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EXECUTIVE SUMMARY
Background
Nissan is one of Japan’s leading auto manufacturers, however Nissan’s share of multicultural consumers in the United States between the ages of 18 to 29 is not on par with their competitors such as Toyota or Honda.
1 2 3 4 5
Target Audience The Ambitionaries The Ambitionaries & Nissan
6 7
Strategy 8 9 10 11
Creative & Media 12 13 14 16 17 18 22 23 24 26
- Gain insights into the cultural influences, lifestyles, and life stages of the Multicultural target audience - Understand our multicultural target audience’s behavior when purchasing a car - Evaluate the strengths and weaknesses of Nissan and its competitors through customer perceptions and opinions Geographic Survey Coverage
The “Pride in Progress” campaign will: - Drive in new consumers through the Nissan Nation microsite and strengthen brand loyalty of current Nissan users - Increase Nissan’s multicultural market share by 10%
13%
- Increase the frequency that our target audience visits a Nissan dealership when searching for a new car To best reach the young multicultural market and maximize campaign dollars, we employ a three-part media strategy. We will conduct a baseline campaign targeting 18 to 29 year-olds through traditional, nontraditional, and online media with supplemental dealership marketing and promotional efforts. Media spending will be spread across the yearlong campaign, increasing in months typically high in automobile purchases.
28 29 30
*5% of respondent listed themselves as residents outside the US
Primary Research
Secondary Research
We surveyed, interviewed, and held focus groups with Multicultural Millennials.
We collected, reviewed, and analyzed articles, websites, and social media reactions regarding Nissan and its competitors.
· 35 focus group participants total; 2 separate focus groups · 20 in-depth target interviews
· 6 competitor campaigns**
Evaluation
Copy Testing Evaluation Conclusion
61%
10%
· 1,067 surveys*
Evaluation
11%
Creative & Media
Creative Strategy Media Phase Breakdown Print Television Online Out-of-Home Social Media Dealership Environment Partnerships, PR & Promotion Media Spending
To gain an in-depth understanding of our target audience we conducted a variety of primary and secondary research techniques. The information we acquired helped to accomplish the following objectives:
Strategy
Campaign Objectives Positioning Problems & Opportunities Campaign Strategy
COMave Advertising introduces the “Pride in Progress” campaign to build awareness and lasting favorability among 18 to 29 year-old African American, Hispanic and Chinese multicultural consumers in the United States1. The campaign will bridge the gap in shares among these millennial consumers. Our strategy will seek to build a connection with young multiculturals by promoting a feeling of pride in themselves and in their Nissan.
Research Objectives
Target Audience
Research Methods Category Overview Consumer Trends Competitive Landscape Nissan & SWOT Analysis
Background
CONTENTS
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Executive Summary
· 60 news stories and reports · 354 Twitter posts
*Although we were targeting 18-29 year olds that are Hispanic, African American, and Asian American, our survey included all ethnicities in that age range **Honda, Toyota, Hyundai, Chevy, Kia, and Ford
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Category Overview
Consumers Trend
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Japanese Automakers as April. According to the Japan Automobile Dealers Association, sales of new automobiles rose by 1.7% in September 2011 for the first time in 13 months.2 In October 2011, some Japanese carmakers, including Toyota, reported that automobile production rose above pre-earthquake levels. As of March 8, 2012, the market shares of Japan’s top automakers had almost returned to pre-earthquake levels at the end of February.3
- 84% of automotive purchasers searched more than once, looking for better deals each time.10
- Internet users are utilizing social media such as Facebook and Twitter to “like” and “follow” movies, T.V. shows, news organizations, personalities, brands, and other interests.14
- A shift to an “ecoiconic” phase occurred where consumers enjoy showing off their ecofriendly behavior and their “green”products.8
- Consumers cope with the adjustment to the New Economy by balancing their spending based on their lifestyles.11
Music Sharing - One of the trends in 2012 is cloud-based music streaming.18
Shopping Behavior - In 2010, 58% of auto shoppers decided on a make and model in less than one month’s time, versus just 34% a year ago.15
- According to the International Federation of the Phonographic Industry (IFPI), Spotify held 9.1% of the market in 2010 but grew to around 18.7% in 2011. Also, the company’s growth rate was 1.5 times faster than the global market.20
Creative & Media
3.43 3.23
2011
2012
These consumer trends confirm that: - People are increasingly conscious about their purchase’s impact on the environment. - Consumers take advantage of various online resources to research products before making a purchase. - Automotive consumers take the time to shop around and find the absolute best deal that will return the greatest amount of savings before purchasing a car. - A growing number of people use online streaming service to listen to music and to share it with their friends. - Consumers increasingly use social media as tools to communicate with each other and to entertain themselves.
Evaluation
02
- More car shoppers buy or are in the market to buy American-brand cars.17
- Spotify is one of the leading figures in this industry and is predicted to hold its market leadership among competitors such as Amazon, Apple, Google, and Pandora.19
Progressing Forward
4.2
2010
- Internet users are increasingly using a variety of social networks to plan their social lives, find jobs, upload videos, communicate information, and entertain themselves.13
- People have grown to care about the environment and take steps to protect it, which impacted the development of new products.7
- On average, consumers ages 25-34 spend the least on cars compared to consumers ages 35 and up.16
Japanese Car Sales5
Social Media - Consumers are rapidly embracing the use of smartphones and tablets to access the Internet and share media such as news, music, and videos.12
Strategy
Nissan’s executive vice president stated that at that point, Nissan had fully recovered and that the market shares and the sales volumes were increasing.4
Japanese automakers started showing a sign of recovery in which the overall factory output rose by 1% as early
Deal Hunting - Consumers are looking to save money and receive the best deals on products and services They are not afraid to brag about their savings.9
Target Audience
In March 2011, the earthquake that struck Japan took a great toll on its auto industry. Nissan and most of the other Japanese automakers had to shut down their factories and stop production, causing the market share of the Japanese auto industry to drop by 5%. These carmakers were expected to suffer from parts shortages until the end of the year. However, Japanese automakers that were normally competitors decided to band together and collaborate to recover the industry.
Going Green - There is a greater demand for hybrid cars due to rising gas prices and environmental concerns.6
Background
Although Nissan is a major player in the automobile industry, it faces stiff competition reaching the 18-29 year-old multicultural demographic.
03
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Competitive Landscape
Competitive Landscape
Chevy
Toyota
Background
Although Nissan is a major player in the automobile industry, it faces stiff competition reaching the 18-29 year-old multicultural demographic.
Honda
Nissan
“Moving Forward”
“The Power of Dreams”
“Innovation for All”
Typical Consumer: 45-54 years old21
Typical Consumer: 45-54 years old23
Typical Consumer: 25-34 years old25
Typical Consumer: 35-44 years old27
• • • •
Ad Tone and Emphasis: All-American Emotional Humorous Targeting specific cars toward young demographics
• • •
Ad Tone and Emphasis: Serious yet comical (reliability portrayed in a unique way) Celebrity Endorsements Humor that appeals to an older audience
Ad Tone and Emphasis: Whimsical while emphazing features of the car • Light hearted and fun • Something for everyone • Humorous •
• • •
Target Audience
“Chevy Runs Deep”
Ad Tone and Emphasis: Informative Environmentally Aware and Cautious (LEAF) Emphasizing interior features
18-29 year-old Multiculturals think...
18-29 year old Multiculturals think…
Chevrolet is the all American car that is ‘old’ and ‘vintage.’
Toyota is branded soley on one car model - the Prius.
Honda is safe and reliable.
Nissan is safe and reliable, and fits their lifestyle.
Chevy automobiles have been made in America since 1911. A recent consumer report found that Chevy produces more automobiles in America than any other car company. Cars.com also ranked the Chevy Malibu as the #5 Top American-made Car.22
According to CNNmoney.com, the Toyota Prius is the best-selling hybrid car in America. On its own, it accounts for more than half of all hybrids sold in America. It is Toyota’s third best-selling model after the Camry mid-sized sedan and the Corolla compact car.24
According to Kelly Blue Book, Honda won the Best Value award in 2011 for its reliability among other values. The Insurance Institute for Highway Safety has tested the 2012 Civic, and named it a Top Safety Pick for its top scores of “Good” in front, side, roof and rear tests.26
Cars.com ranked the Nissan Versa 1.6 S as the least expensive car of 2012. The November 2011 “Consumer Report” found Nissan’s reliability to be 7% better than the average car. Specifically, the Nissan Titan was rated 60% more reliable than the average vehicle.28
SWOT Analysis
Strengths
Weaknesses
Opportunities
04
- Not highly differentiated products - Outsource production - Lack technology to produce diesel engines - Not producing enough products to keep up with growing market - Integrate external technologies into the cars - Eco-trend provides the opportunity to promote green cars (LEAF) - Get highly involved in car-sharing services and deal-hunting trend (Zip Car & Groupon) - Low market share - Rising commodity prices (steel) - Competition from other Japanese brands (Toyota)
05
Evaluation
Threats
- More diverse selection of cars than other Japanese brands - Well-known Japanese brand - Identified strongly with Hispanic culture - Strong, fast-growing global brand
Creative & Media
18-29 year-old Multiculturals think...
Strategy
18-29 year-old Multiculturals think...
Nissan
Target Audience + Nissan
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Ambitionaries
Users
(noun) - 18-29 multiculturals who are Hispanic, African American, or Chinese American.
“Hard work is one of the most important values in my culture. I am constantly working to successfully achieve the next step in my career.” Male, age 26
06
Our target audience is contemporary because they modernize the cultural aspects of their heritage and integrate it into the American culture with which they now assimilate. They are interested in staying abreast of social trends, especially the green campaign.30 “I am always following various green movements and different environmental organizations.” Female, age 19
“We bought our pre-owned Nissan, and even though it’s an older model, it runs better than other brands built in the same year.” - Female, age 22
“I view Nissan as a cheaper car option because I don’t have the disposable income to spend on luxury cars.” - Male, age 19
“My Nissan is trustworthy, while also being trendy.”- Male, age 18
“Nissan cars look stylish, but I don’t know how well they function.” - Male, age 21
“The Nissan Altima that I drive reflects my lifestyle perfectly - it’s sporty while still being a practical car. My friends love the coupe style and push to start button.” - Male, age 21
“To me Nissan cars blend in with the other brands. I wouldn’t be able to differentiate Nissans from other cars on the road if it wasn’t for the logo.” - Male, age 21 “If I were asked to blindly list a number of car brands, I would not think of Nissan” - Female, age 26
“My parents used to have a red Nissan van and I loved it! It was so comfortable and fit in the entire family.” - Female, age 19
Connected
Our target audience is connected to popular culture because they are technologically savvy and active on social media. Many are the first among friends and colleagues to try new technology.31 “I use the Internet to research cars by reading customer reviews and opinions on Twitter. My car buying decisions are highly influenced by other people’s opinions.” Female, age 23
What word would you use to describe Nissan?32
19
20
Foreign
Japanese
27
28
Old
Cheap
22
14 10
Evaluation
The values instilled in our target audience throughout their lives have transformed them into ambitious individuals. Our target audience wants to fulfill all their desires while achieving a higher status.29
Contemporary
3
“My best friend has a Nissan, I think they’re comfortable and the prices are reasonable.” - Female, age 22
Creative & Media
Ambitious
2
“I have driven the same Nissan for 13 years. It’s reliable, affordable, and good for maintenance.” - Female, age 29
Strategy
Ambitionaries value their cultural heritage but do not limit themselves to past traditions. They are confident individuals who set high goals and want to successfully achieve the next steps in their lives.
Non-Users
Target Audience
The Ambitionaries are a blend of ambitious and contemporary personalities. They strive to stay connected with the world around them by remaining in-the-know about social trends and upgrading to the newest technologies. Ambitionaries are in transitional stages of their lives and adapt their lifestyles based on their current environments.
Background
To achieve a greater understanding of the Nissan, we spoke with both Nissan Users and Non-Users regarding their impressions of the brand and its vehicles.
/am - bi - shen - air - rees /
1
^
Target Audience
8
2
2
Durable
Dependable
Average
Affordable
Boring
Safe
07
To the Ambitionaries, Nissan is the reliable and affordable brand that molds style and functionality into a vehicle that reflects their lifestyle.
^
1
2
•
The November 2011 “Consumer Report” found Nissan’s reliability to be 7% better than the average car. According to the survey, the Nissan Titan was rated 60% more reliable than the average vehicle.34 Nissan was ranked #13 in Affordable Mid size cars based on an analysis of 99 Altima reviews and test drives.35
2 •
The Nissan Cube was ranked as the #1 most stylish car.36
3
08
Reflect Your Lifestyle
Nissan reflects the values and daily needs of the Ambitionaries by offering a car for each lifestyle. Whether buying their first car, looking for good gas mileage, or starting a family, Nissan provides a customizable vehicle with integrated technology options.
Evaluation
•
Style & Functionality
After conducting our primary and secondary research, we discovered that our target audience prefers functionality and style in a car due to their age and income. Those who are familiar with the Nissan brand view it as functional and stylish while those who are not familiar with the brand view it as reliable, yet average in appearance.
Creative & Media
Increase the number of visits our target audience makes to Nissan dealerships when searching for a new car
•
Our target audience, the Ambitionaries, believes Nissan exemplifies reliability and affordability, which are two key factors to consider when purchasing a car because it reflects their lifestyle.33
Strategy
3
Increase Nissan’s multicultural market share by 10%
Reliable & Affordable
Target Audience
1
Drive in new consumers through the Nissan Nation microsite and strengthen brand loyalty of current Nissan users
Positioning Statement
Background
To effectively attract the Ambitionaries target audience, our campaign must resonate with people aged 18-29 who are Hispanic, African American, or Chinese American. The “Pride in Progress” campaign will pursue the following:
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Campaign Objectives
When asked “What’s the most important feature in a car?” the answer was: “Space, especially with big families.”37
09
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Problem Majority of respondents perceive Nissan as a generic car company with no defined brand personality.38
Our target audience believes Nissan’s cars are bland and average. They are unaware of the unique features.
Multiculturals feel they have little to no exposure to Nissan advertising and that the advertisements they have seen are not memorable.
Identify
To set Nissan apart, we will focus on their innovative features as the biggest differentiator throughout our campaign.
1
Our campaign revolves around a central idea of “pride” – pride in yourself and above all, pride in your Nissan. We want our Ambitionaries to feel connected to the pride Nissan has in their cars, and that a Nissan can take them through the proudest moments in their own lives.
Introduce
Our campaign will highlight many of the innovative features available in Nissan cars such as Spotify streaming to draw the attention of our target audience.
2
3
with its sleek, modern styles. Throughout the campaign, we will showcase the individual innovative options in each model, especially extra interior space and our new Spotify music streaming feature, which are important qualities to the Ambitionaries.
It will emphasize the practicality of the Nissan brand. They pride themselves on having a car for every individual, whether the Ambitionaries are searching for a fuelefficient vehicle for commuting to work or a spacious mini van to cart their family around.
11
Evaluation
The Ambitionaries are at a point in their lives where they need a functional, practical vehicle at an affordable value that encompasses their individual style. Nissan vehicles provide just that. Nissan offers an extensive line of cars that vary in style, price, and functionality. 10
The “Pride in Progress” campaign will attract the Ambitionaries by depicting meaningful moments with their Nissan and how their car will move with them to their next phase in life.
It will highlight the innovation that exists within the Nissan vehicles. The Ambitionaries find it a priority to be constantly in the know on new technology, whether it’s through researching or purchasing the technologies. Nissan prides itself on the innovation that exists in their car models, both on the interior with its technological advances and the exterior
Reach
We will create more relatable advertising that reaches the target audience through outlets they use such as television, social media platforms, and sporting events.
It will capture the feeling of pride owner’s have when they are in their Nissan.
Creative & Media
Unseen
Our campaign, “Pride in Progress,” will emphasize the buyer’s overall Nissan experience in three ways:
Strategy
Uninformed
Opportunities Target Audience
Generic
In order to have an effective campaign, there must be a clear and concise message to the designated target audience. The major points must be focused on throughout the entirety of the campaign to keep the audience engaged with the brand.
Background
Some see these as problems. We see them as opportunities.
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Campaign Strategy
Problem & Opportunities
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“Pride in Progress”
Phases of Media To successfully execute the “Pride in Progress” campaign, we have strategically broken up the traditional, nontraditional and online advertising into three media phases. The Ambitionaries will be introduced to the brand through various media outlets at various times throughout the year-long campaign.
Phase 1: Pride in Where You’re Going During the first phase - April to August - we will focus on social media tactics to generate buzz about our campaign. We will be active across Nissan’s social media platforms, especially the new Nissan Nation microsite. The primary goal is to create brand awareness and reinforce Nissan’s position in the automotive market. We will also start the traditional media advertisements to be continued throughout the phases.
Target Audience
As Ambitionaries move swiftly through life, the Nissan brand is right along with them. The tagline “Pride in Progress” is a celebration of all aspects of our campaign, reflecting on this over arching theme of “pride.” Ambitionaries are proud of who they are and from where they come. However, they do not hesitate to move forward and make changes throughout their lives because the sense of pride they have will always be an underlying factor. Pride in progress is equally important to the Nissan, with its innovation continually adapting to lifestyle demands.
Media Phase Breakdown
Background
We define four approaches in reaching our target audience:
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Creative Strategy
Phase 2: Pride in Where You’re From
Theme/Tone The campaign will embody “Pride in Progress” by highlighting the innovative characteristics of the Nissan brand. The campaign will portray the pride with lighthearted and inspirational tones that connect with Ambitionaries in a relatable way. The goal is to make the target audience gradually aware of the Nissan products and be excited about them.
Tailgates bring people of all ages and ethnicities together for a common purpose. Nissan will sponsor tailgates at eight different NCAA football games across the country. These games were selected based on having a strong football culture and having an ethnically diverse student population. Following the first eight tailgates, we will hold an online contest for a chance to bring the tailgate to two other colleges or universities. The tailgates will be used as opportunities for Nissan to connect with the Ambitionaries, to showcase the variety of cars, and to promote their tie with the Heisman program. The “Nissan Tailgates” will help establish a community where people can connect with each other as well as with the Nissan brand.
Promotions and sponsorships will be used to further engage the Ambitionaries with the “Pride in Progress” campaign. The use of these tactics will allow the Ambitionaries to interact with Nissan through more outlets, continuing the buzz around the innovative brand.
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Phase 3: Pride in How You Get There In the third phase - December to March - we will continue to focus on traditional media outlets. During this phase, we plan to heavily promote Oxfam to achieve successful reach and relationships with national college campuses. We will hold a canned food drive at local Nissan dealerships and provide Oxfam with the collected food. After reestablishing the brand’s position with our target audience, this phase will allow Nissan to remain prominent in consumers’ minds.
Evaluation
Promotions & PR
Creative & Media
Nissan Tailgate
Strategy
In the second phase - September to November - we will tailor the campaign using nontraditional techniques. This will enhance the consumers’ interest in the brand by connecting them to Nissan in unique, hands-on ways. During these months, the customers get the opportunity to experience Nissan and what the company stands for. The main marketing tactic will be the Nissan Tailgate at the various universities across the country.
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Our print advertisements will reflect the light-hearted and inspirational theme we are expressing throughout the campaign. These tones will be showcased in various images that capture the milestone experiences that our target audience encounters throughout their lives. The double meaning headlines will entice the reader to want to find out more about the story and how Nissan impacts the experience. Each advertisement will feature an image of an important milestone in life and how the Nissan vehicle takes them through the experience. The innovative features of the cars add to the moments, making them more memorable.
Whether it’s your first concert together or a foglight dance in the parking lot after closing time, music accompanies some of your most special moments. Give life its own soundtrack. Stream Spotify playlists to your Nissan Altima’s entertainment console and let your car sing your anthem.
Pride in Progress.
This ad highlights the I-CON performance system that takes you from eco-mode to sportmode with a flip of a switch. This will connect with our audience to show that no matter where their final destination is, there is a mode to get them there safely.
The wedding bells are ringing. Too bad you’re all the way across town, and your best friend’s wedding starts at sundown. Lucky for you, Nissan Juke’s I-CON perfomance system gets you there faster than they can say “I do.” Or at least before they cut the cake.
This ad highlights the Spotify music streaming integration in Nissan vehicles. The music system allows users to listen to their favorite playlists from their car’s sound system.
Pride in Progress.
Strategy
Love, in surround sound.
Turbocharged in holy matrimony.
Target Audience
Love, in surround sound. “Whether it’s your first concert together or a foglight dance in the parking lot after closing time, music accompanies some of your most special moments. Give life its own soundtrack. Stream Spotify playlists to your Nissan Altima’s entertainment console and let your car sing your anthem.”
Turbocharged in holy matrimony. “The wedding bells are ringing. Too bad you’re all the way across town, and your best friend’s wedding starts at sundown. Lucky for you, Nissan Juke’s I-CON performance system gets you there faster than they can say ‘I do.’ Or at least before they cut the cake.”
Background
Impressions: 197,112,038 Cost: $16,245,000.00 CPM: varies Selections: GQ, Sports Illustrated, OK!, Shape, People en Espanol
In-Language Print Ads: We created two in-language ads in Spanish and Chinese. We will be placing these in in-language magazines, such as People en Espanol. With these, we will be able to impact a larger amount of our target audience.
Creative & Media
Home, between homes. “When life is in constant motion, you can’t afford to leave anything behind. Nissan Rogue’s spacious interior stores a lifetime’s worth of belongings, and all the memories they bring along. Leaving just enough room to stretch out your legs - even on moving day.” This ad highlights the spacious interior in Nissan cars, which allows users to store all their belongings when making transitions in their lives, like moving into their first home. Home, between homes.
愛在环绕声。
When life is in constant motion, you can’t afford to leave anything behind. Nissan Rogue’s spacious interior stores a lifetime’s worth of belongings, and all the memories they bring along. Leaving just enough room to stretch out your legs – even on moving day.
Evaluation
Amor, en sonido envolvente.
Pride in Progress.
When life is in constant motion, you can’t afford to leave anything behind. Nissan Rogue’s spacious interior stores a lifetime’s worth of belongings, and all the memories they bring along. Leaving just enough room to stretch out your legs – even on moving day. No importa si es tu primer concierto juntos o un baile lento en el estacionamiento después de hora de cierre, la música acompaña algunos de tus momentos mas especiales. Da la vida su propia banda sonora. Baja Spotify listas a la consola de entretenimiento de tu Nissan Altima y deja tu carro cantar tu himno.
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Orgullo en Progreso.
无论是你的第一场演唱会或夤夜时在停车场里慢舞, 音乐陪伴着你 在你最珍惜的时刻。给生活它自己的音乐。播放Spotify清单到你 的 Nissan Altima，让你的汽车呼唤你的歌。
进展的自豪感。
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Online
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Television
Background
^
Commercial :60 Impressions: varies Cost: $19,853,375 Selections: FOX Soccer, CNN, Travel Channel, CBS 83% of our survey respondents said they noticed car advertisements mostly on television.39 We designed a commercial that aims to show the innovative experiences drivers share with their Nissan. Using the Juke, Leaf, and Rogue, the commercial will highlight the different features of Nissan such as extra space, efficient MPG, and creative design of the cars.
Wide dolly shot of a husband relieved that he’s just fit all of his shopping bags into back of his Nissan Juke SFX: Music Begins
Cut to establishing shot of a Nissan Leaf pulling into a packed gas station. VO: Nor does it brag about its efficiency
Impressions: 302,592,395 Cost: $2,137,500.00 Selections: CNN.com, Monster.com, Yahoo.com
Medium shot of female passenger looking at driver. Driver smiles back and exits car.
The rich banner advertisement will tie together the “Pride in Progress” campaign. The ad will cross fade in and out of three different versions, with only the copy at the bottom changing. When the user reaches the designated web page, the ad will say “Pride in Where You’re From”, will fade to “Pride in Where You’re Going”, fades again to “Pride in How You Get There”, and fades for a final time to the tagline “Pride in Progress”. When clicked, it will link the user to the “Nissan Nation” microsite.
Strategy
As camera dollys to the right, his wife enters the frame with a baby stroller and balloons. He gives her an overwhelmed look. VO: Nissan doesn’t brag about its space
Banner Ad
Anthem :20
ion
Gas Stat
16
A third of the screen is taken up by the couple in the Nissan Juke happily driving away having fit the additional items into the backseat. VO: Nissan is made for its memories
ion
Gas Stat
The last third of the frame shows the group of girls from the Nissan Rogue at a concert. VO: Its drivers
Impressions: 269,325,000 Cost: $4,916,250.00 Users 35 years and under are most likely to have listened to internet radio in the past month.40 When using the Spotify music application, advertisements break up the users’ streaming. We will be running a radio spot that highlights the Spotify streaming feature in a Nissan. The :15 spot will center around the theme of Spotify providing the soundtrack to your moments with your Nissan.
Evaluation
The middle third of the screen cuts to the second driver at the gas station walking towards the Nissan Leaf with two coffees VO: Its moments
Cut to tracking shot following Nissan Rogue from outside the car. VO: No
(“The Fighter” by Gym Class Heroes plays and fades) Narrator: Whether it’s pump-up jams or just dancing to that special song, music accompanies some of your most precious moments. Give your life its own soundtrack. Stream Spotify playlists to your Nissan’s entertainment console and let your car sing your anthem.
Spotify Radio Spot Creative & Media
Cut to inside a Nissan Rogue, a young adult phone records her group of friends dancing in the backseat. They are decorated in bright clothing with glitter and face paint. VO: Or even its style
Target Audience
Gas Station
Nissan Logo VO: Nissan. Pride in Progress. SFX: Music Ends
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Out-of-Home
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^
Out-of-Home Gas Pump
Background
Cost: $2,137,500.00 Young adults visit gas stations approximately five times a month and spend approximately three to five minutes by the pump.41 As a way to make gas purchasers think twice about their fuel efficiency, we will place stickers over the price gauge at gas pumps, leaving a cutout for the cost ticker. The objective of the sticker is to show the consumers that with a Nissan vehicle, the amount they are spending on gas will get them twice as far because of the exceptional fuel efficiency and average MPG.
IMAGINE THE PLACES YOU COULD GO
if
took you
twice as far.
Target Audience
Pride in Progress.
Nothing but memories.
Billboard
Escalator
Impressions: 477,375,000 Cost: $2,137,500.00
Cost: $2,565,000.00
Strategy
43% of people have seen a billboard ad in the past week, meaning it will be an effective medium to reach our target audience.44 The billboard will showcase the LEAF with photos trailing out of the tail pipe. The objective is to show that with the Nissan LEAF, with lower emissions, the only thing left behind are memories. The images will be a compilation of various moments in life that are exciting and inspiring to our target audience, such as graduating from college or having your first child.
During the first phase, we will take over escalators at malls in Los Angeles, New York, Houston, Philadelphia and Chicago because shopping malls are the single most visited public place, bringing in a total of over 3 billion visitors annually.42 Escalator handrails will be painted with a dotted yellow line down the middle to look like a paved road. A stationary mini Nissan car will be structured over each handrail to simulate a car driving on a road. At the foot of the escalator, a quick blurb will alert the viewer to the meaning of the cars and its connection to Nissan.
Front of Bus Stop Back of Bus Stop
Creative & Media
Pride in Progress.
CAUTION:
ONCOMING TRAFFIC Pride in Progress.
Pride in Progress.
Pride in Progress.
Pride in Progress.
Parking Lot Stripes Impressions: 791,229,281 Cost: $2,137,500.00
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Pride in Progress.
Pride in Progress.
Bus Stop Impressions: 649,915,540 Cost: $3,847,500.00 About 65% of people who use public transportation use it at least five days a week.45 Nissan will revamp the bus stop shelters in Houston, Philadelphia, Los Angeles, Miami, and New York. The takeover is structured to highlight the features of the cars, and to show transit commuters the comfort of traveling in a Nissan. We will replace the bench with a replica of a Nissan seat, the shelter wall will house a touchscreen Spotify streaming station, and there will be a universal phone charging station. The sides and the back of the bus stop shelter will look like the exterior of a Nissan Cube.
Evaluation
Pride in Progress.
On average, consumers see between 1 and 30 parking stripes each time they enter a parking lot.43 These mini-billboards will create lasting impressions on our target audience in a unique way. We will place these parking stripes in lots at shopping malls, grocery stores, and movie theaters, areas that are more visited by our target audience. In addition, we will place these stripes in the tailgate parking lots in order to market our new “Pride in Progress” campaign.
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Nissan Tailgate
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Cost: $0
NATION
Rules & Regulations
Nissan Tailgate
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Total Cost: $4,381,875.00 Nissan will take over sections of parking lots at eight different NCAA football games. These games were selected specifically at colleges or universities which have high representation of our target audience and have a strong football culture. At the tailgate, we will bring five Nissan vehicles – three that are popular among our target audience and two that we would like to introduce them to. The cars will be available for attendees to sit in to experience the comfort and styles. We will be selling raffle tickets at the events for a chance to win a new Nissan car. All proceeds for the raffle sales will be donated to Oxfam. As an extra attraction to the area, we will be providing fresh popcorn to those who engage with the Nissan tailgate environment.
User: Number1NissanFan2013
Uploaded: 4.15.13 Share with friends
Stadium Stairs Nissan USA
Cost: $2,565,000.00
Rules & Regulations
The microsite will launch on April 1st, the start of the first media phase. The initial layout will consist of an introduction video as a way to explain the campaign and what type of videos to submit. This will serve as a way to generate initial buzz about about the “Nissan Nation” initiative.
Black and Hispanic respondents are more likely to find sponsorship acceptable at televised sporting events, high school sporting events, and on college campuses.46 In the college football stadiums we are hosting the tailgates at, we will paint the stadium stairs with a vertical Nissan logo. The simple design ties back to the tailgate experience and the free Nissan clappers and vuvuzelas, as well as the “Tailgate Timeout.”
Strategy
NATION
Nissan USA
NATION
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Clappers & Vuvuzelas We will have computers set up at the tailgate for participants to “like” the Nissan USA Facebook page. As an incentive for participants to “like” page, Nissan will be handing out free inflatable clappers and vuvuzelas for use at the college football games. The red noise makers will have the Nissan logo printed across them, connecting the free gift back to the sponsored tailgate, as well as the painted stadium stairs.
Evaluation
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Rules & Regulations
During the tailgate, the Nissan representatives will walk around taking pictures of attendees enjoying the tailgate experience. During the play breaks in the football game, Nissan will take over the jumbotron for a “Tailgate Timeout” and showcase the various pictures from earlier in the day. Fans will have an opportunity to reconnect to the tailgate and the Nissan experience. In addition to showing the pictures on the jumbotron, we will upload the tailgate pictures to the Nissan Facebook page, where fans can tag themselves. This will keep the tailgate attendees socially connected to the Nissan brand.
Creative & Media
Tailgate Timeout
Starting on April 15th, the microsite will shift layouts to a scattered collection of uploaded videos from users. As the user moves the mouse over one of the still images, the video will expand to be played. There will be scroll navigation on both sides of the video in order to view other Nissan Nation submissions. Because sharing is important to an online community, viewers will have the opportunity to share the videos through Facebook, Twitter, and other social media forums.
Target Audience
During the first phase, we will heavily push social media interaction in order for our target audience to build a relationship with the Nissan brand. Nissan will launch “Nissan Nation,” a microsite dedicated to showing homemade videos of why Nissan owners love their cars. The objective is to attract new Nissan customers through the indirect testimonials of current Nissan drivers. Each week, random users who uploaded a video will be selected to win a variety of prizes including gas gift cards, tickets to college football bowl games, and Spotify memberships.
Nissan USA
Background
Microsite
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Nissan Nation
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Dealership Environment
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We will not alter the Twitter page that exists for Nissan. However, we will be making a conscious effort to engage with the Ambitionaries through this medium.
Interactive Customer Lounge The customer lounge is a relaxing environment, filled with couches and chairs, for those browsing or waiting for their car to get serviced. The lounge will be equipped with multiple interactive features, such as a 73” touch screen monitor. On this monitor, consumers will be able to access car information, the Nissan Nation microsite, the customized Nissan Spotify playlist, and a Build Your Own Nissan application. Each lounge area will also have two iPads that allow customers to participate in the same activities on a smaller scale.
We will be passing out pieces of paper at the tailgate with this QR code. When scanned, it will send the user to the free Nissan Spotify playlist. The playlist is a compilation of various songs that will make the Ambitionaries feel inspired.
Window Decal QR Codes
During our first media phase, we will be placing a QR code at the bottom of our print advertisements. When scanned, the code will link the user to the Nissan Nation microsite. From there, they can browse the uploaded videos and even add their own.
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#NissanNation #NissanTailgate
Use your favorite QR scanning app on any smart for to gain instant access to prices, features, and innovations.
iPads Salesmen at the top ten dealerships will be equipped with iPads. These will allow the salesmen to establish a more personal connection with the customer. The iPads will act as a hub to access car information, the Nissan Nation microsite, Spotify, and Build Your Own Nissan. Additionally, they will be able to take notes about customer’s personal information and car preferences. At the end of their time with the customer, they will be able to e-mail the customer the information immediately, thereby establishing a personal connection.
Nissan USA
Rules & Regulations
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Evaluation
To encourage a conversation among the Ambitionaries, we will promote the use of two hashtags for the Nissan Nation microsite and the Nissan Tailgate. Twitter users are encouraged to utilize the hashtags in their tweets to spread the buzz around the two Nissan promotions. This will also be a helpful way for Nissan to track the participation of the Ambitionaries.
Scan this QR to learn more about the NISSAN ALTIMA
Window decals with QR codes will be placed on all Nissan car models in showrooms. These window decals are aimed at those consumers who don’t like to be hassled by salesmen and would rather explore on their own. All of the models will have QR codes so when the consumer finds a car they are interested in, they can scan the car’s QR code for more information. The QR code takes the consumers to the Nissan Nation microsite where there is a video testimonial from a person who has purchased that car model. Following the video, consumers will be directed to a page that allows them to enter their name, number, and e-mail address for more information on that particular car model.
Creative & Media
Nissan Nation QR Code
Hashtags
Strategy
Spotify QR Code
Target Audience
The Ambitionaries are heavily involved on social media outlets, especially Facebook and Twitter.47 In an effort to simplify Nissan’s media, we consolated all their individual model “fan pages” onto one page. Each Nissan vehicle will have a section dedicated to it with specific information on features. There will be additional sections when we are doing promotional events, such as Nissan Nation and the Nissan Tailgate.
We want to revamp the dealership environment by giving it a younger feel and making it more interactive. The dealership transformation will be launched in the top ten US cities for our target audience, which include Houston, Philadelphia, Los Angeles, Miami, New York, and Chicago.
Background
Facebook Page
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Social Media
NATION
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Partnerships & PR
Partnerships & PR
FIFA Video Game Cost: $2,137,500.00 When playing a video game, 42% of our target audience chooses to play a sports game, such as Madden or FIFA.49 In addition, our target audience is most likely to view ingame product placement favorably. Along the inner border of the field walls, Nissan will sponsor sections with banner advertisements. It’s a subtle advertisement that is effective with our target audience.
Target Audience
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Nissan will partner with the CBS network reality series “The Amazing Race” for product placement. Contestants will use Nissan cars when traveling throughout their races to showcase the innovation and reliability of the vehicles. Product placement is most effective with younger adults, especially those 18-24, because they feel as though they are reassured about product quality by the placement in a television show.48 In addition, Nissan will strategically run its commercial during the show to tie car usage to the “Pride in Progress” campaign.
Background
The Amazing Race
Spotify Strategy
Nissan will partner with Spotify, an online music streaming service. All Nissan vehicles will have the ability to stream Spotify music, giving the consumer the opportunity to customize his music selections. Spotify will also be incorporated into bus stop takeovers so commuters can enjoy music as they wait, giving them the full Nissan experience. At tailgates, the Nissan team will distribute QR codes for attendees to access the custom Nissan playlist available on Spotify.
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Nissan Visa Nissan will partner with Visa to create a Nissan-branded credit card. The card’s main purpose will be to assist customers with payments for their vehicles. When using the card to purchase a Nissan vehicle, the customer can set up a payment plan that fits his or her individual economic situation. The Nissan Visa can also be used for everyday purchases in addition to the car. To increase the incentive to use the card, users can earn points after their initial purchase to redeem for gas gift cards, car-detailing services, travel lodging, college bowl game tickets, FIFA tickets, and Spotify memberships.
Evaluation
Nissan will partner with the international relief organization Oxfam. The communities that Oxfam supports will resonate well with the diverse target demographic. Oxfam also has collegiate organizations on most college campuses nationwide. Members of these groups will have Oxfam booths at the tailgates to collect donations, as well as sell raffle tickets for students to win a new Nissan. All proceeds will go toward Oxfam. In addition, all Nissan dealerships will be holding canned food drives throughout the year to aid Oxfam programs.
Creative & Media
Oxfam
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Media Spending
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Media Spending
Background
This chart represents the breakdown of the allocated budget. Although media spending varies monthly, our campaign will target the Ambitionaries aggressively throughout the year.
Television $19,853,375 Target Audience
Magazine $16,245,000 Billboard $2,137,500 Radio $2,137,500
Streaming Nissan advertisements on Hulu and YouTube throughout the year will effectively reach our target audience, who spend most of their time online.
Banner Ads $6,091,875 Mircosite $0 Search Marketing $2,137,500 Bus Shelter $3,847,500 Spotify $4,916,250
Strategy
Gas Pump $2,137,500 Video Game $2,565,000 Tailgate $4,381,875 Streaming Video $8,122,498 Stadium Stairs $2,565,000
Creative & Media
Subway Ads $2,565,000 Escalator $2,565,000 Parking Stripes $2,137,500
April
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June
July
Aug
Sept
The Nissan Tailgate will include giveaways such as clappers, vuvuzelas, and the customized Nissan Spotify playlist, allowing consumers to remember the Nissan brand even after they leave the tailgate.
Oct
Nov
Dec
Jan
Parking stripes will be featured at the Nissan Tailgates as well as in parking lots at malls, movie theaters, and grocery stores throughout phase three. This will not only remind car buyers of Nissan, but also reach them during the peak holiday shopping season.
Feb
March Total Media Cost: $84,500,000 Partnerships & Dealership Environment $1,000,000 Opportunistic Allowance (7%) $7,000,000 Production Cost (7.5%) $7,500,000
Total Campaign Budget:
$100,000,000 Evaluation
Media spending will increase during the three months in which car sales are the highest: June, September, and March.
May
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Evaluation
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- 100% the respondents said that the “Pride in Progress” tagline was memorable and relatable. - 90% of those asked felt a connection to the campaign’s inspirational tone. The moments resonated with those surveyed, leaving a good impression of the Nissan brand. One respondent stated: “It’s a positive advertisement.” - SOME respondents felt that one of the advertisements was too forced. They felt distracted by different components of the advertisement, saying that a simpler image would be more appealing.
COMave will conduct a comprehensive evaluation to measure the effectiveness of the “Pride in Progress” campaign with the Ambitionaries. These measures will provide us with valuable feedback in order to adjust our campaign to be more impactful.
Objectives
Increase Nissan’s multicultural market share by 10%.
By strategically advertising in locations that are heavily diverse, we will reach 18 to 29 year-old multiculturals in various aspects of their lives. We will also use Spanish and Chinese in-language print ads.
We will track the sales on all Nissan vehicles based on the consumer’s demographic.
Increase the number of visits our target audience makes to Nissan dealerships when searching for a new car.
Creating a more inviting and personalized dealership environment reflecting the innovation that defines the Nissan brand.
Strategy
We will monitor website analytics, number of videos uploaded, and number of clicks on the banner ad. We will track the number of video shares, likes and comments on Facebook, and use of the hashtag.
Target Audience
We will monitor the QR code decal usage in the dealerships. As the agents use the new iPads, they can track new customers and submit a summary of their new customer demographics.
Creative & Media Evaluation
Whether it’s your first concert together or a foglight dance in the parking lot after closing time, music accompanies some of your most special moments. Give life its own soundtrack. Stream Spotify playlists to your Nissan Altima’s entertainment console and let your car sing your anthem.
Evaluation
When clicked, the banner ad will direct the user to the microsite. Our target audience uses Facebook and Twitter, where we will promote the microsite and the usage of the Nissan Nation hashtag.
Drive in new consumers through the Nissan Nation microsite and strengthen brand loyalty of current Nissan users.
Love, in surround sound.
Tactics
Background
To ensure that the “Pride in Progress” campaign is as effective as it can be, we copy-tested our print advertisements on a random sample of the Ambitionaries.
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Copy Testing
Pride in Progress.
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Meet the Team
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Conclusion
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We at COMave believe that the “Pride in Progress” campaign is based on a strong and unique strategy that accomplishes both our advertising objectives and Nissan’s long-term business objectives. In order to reach the 18 to 29 year-old multiculturals, or as we call them the Ambitionaries, our campaign’s three phases acclimate Nissan’s new and existing customer to the innovation that surrounds the Nissan brand. The “Pride in Progress” platform will garner a sense of pride among the Ambitionaries and encourage them to share their memorable experiences in their Nissans with their friends and through social media outlets. Our campaign appeals to the Ambitionaries’ need to stay connected to popular culture and be technologically aware. As a result, we believe this campaign will drive in new consumers, increase Nissan’s multicultural market share, and increase the number of visits our target audience makes to Nissan dealerships when searching for a new car.
Kelsey Mason Executive Director
Marissa Squeri Account Director
Mike MacFarlane Creative Director
Liz Rosenthal Media Director
John Liao Technical Director
Crystal Yu Fall Creative Director
Kristen Aebersold Account
Landon Beamer Account
Marlee Caine Account
Michelle Dravis Account
Ariana Hoyos Account
Kay Loftus Account
Greg Makrigiorgos Account
Stephen McVerry Account
Francis Nah Account
Kara Niland Account
Eddy Ruddy Account
Rachel Vazquez Account
Max Belin Creative
Avia Bui Creative
Annie Donnelly Creative
Brian Girer Creative
Abby Gross Creative
Pat Malave Creative
Reily McEvers Creative
Alex Reese Creative
Katie Schikowski Creative
Katie Burns Media
Kate Chartier Media
Sneha Dasgupta Media
Maria Font Media
Geraldine Lai Media
Katherine Staszak Media
Rachel Waniga Media
Sources 1. Case study 2. Japan Automobile Dealership Association 3. edmunds.com 4. bbc.co.uk 5. oecd.org 6. Mintel 7. Mintel 8. trendwatching.com 9. trendwatching.com 10. thinkingwithgoogle.com 11. Mintel 12. Automotive Shopping Behavior Study, August 2011 13. visual.ly 14. usnews.rankingandreviews.com 15. Mintel 16. trendwatching.com
17. Mintel 18. Mintel 19. Mintel 20. Mintel 21. MRI+ 22. cars.com 23. MRI+ 24. CNNmoney.com 25. MRI+ 26. iihs.org 27. MRI+ 28. cars.com 29. Case study 30. Case study 31. Case study 32. Survey 33. Survey
34. msn.com 35. usnews.rankingandreviews.com 36. ranker.com 37. Focus group 38. Focus group 39. Survey 40. Mintel 41. Mintel 42. jcdecauxna.com 43. parkingstripe.com 44. Mintel 45. American Public Transit Association 46. Mintel 47. Survey 48. Mintel 49. Mintel
SPECIAL THANKS TO: Jim Bacharach, Advisor Professor John Verret, Advisor Professor Carolyn Clark Professor Tom Fauls Professor Michael Dowding Professor Geoff Klapisch Professor Tobe Berkovitz
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Juliana Becker Julia Cullerton Katie Thal BU AdClub BU Student Activities Office Fenway Printers
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We are comAVE. We are the marketing communications boutique that will lead your brand along the path to success. Fueled by creativity, we pave the road ahead with innovative ideas that revolutionize the market. Hop in and enjoy the ride.
Pride in Progress.
NSAC 2011-2012