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An Advertising Campaign For the Nissan Leaf Prepared by: LSM Media Lisa Beach Advertising Procedures, MCJ 142 Fall 2011
An Advertising Campaign
For the
Nissan Leaf
Prepared by:
LSM Media
Lisa Beach
Advertising Procedures, MCJ 142
Fall 2011
Company: Nissan Inc. Product: Leaf Agency: LSM Media
Page 2
Survey Analysis
For the Nissan campaign, 503 respondents answered a 20-‐question survey
regarding the popularity and stature of the Nissan brand. Nissan was in the top
five of the most favorable cars in the 2012 campaign at 12.7% trailing Honda,
Toyota, Chevy and Ford. Of the 503 respondents, Nissan was also in the top five of
the current car that the respondents drove at 9.9% following Toyota, Honda, Ford
and Chevy. 54.1% of the respondents are not planning on purchasing a new car
within the next year with a 48.3% chance that Nissan will be a car the respondent
would consider to purchase.
Of the 503 respondents, the top three most appealing features are
affordability 51.7%, stylish 51.5% and good gas mileage 44.7%. The respondents
also believe that the top three improvements that are needed to improve in the
Nissan cars are prices 40.8%, durability 34.8% and the gas economy at 32%.
If the respondents were to choose a Sports Crossover car for the purchase,
the Nissan Juke was the third choice at 18.1% following the Honda CRV and the
Toyota Rav 4. Also, if the next purchase were to be a “box” style car, the Nissan
Versa would be the top choice at 51,5% followed by the Nissan Cube at 34.8%. If
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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the next car were to be purchased based on gas efficiency The Nissan Versa would
be in the top three choices at 17.7%, behind the Toyota Yaris and the Honda Fit.
The respondents said that the most important source of information for the
choice of the car was found on the Internet at 51.5%.
Out of the 503 respondents, 59.2% have not had a chance to see a Nissan
Juke, 50.1% have not seen the Nissan Versa and 54.5% have seen a Nissan Cube.
After the respondents knew that these three cars are under $20,000 75.3% said
that knowing the price helped the respondents feel more favorable about Nissan.
Also, if those three cars had special high tech features, 68.8% of the respondents
said it would help the decision be more favorable towards owning a Nissan brand.
If Nissan offered an easier way to buy or lease a car, 68.8% said that Nissan
would be a more favorable choice. 60.8% said Nissan would be a consideration of
the respondent’s next car purchase.
These 503 respondents said the top four words to describe personalities
were friendly, confident, outgoing and down to earth. 73.6% were within the age
group of 18-‐24 and 29.4% were Hispanic, 28.6% were White, 18.9% were African
American, 18.3% were Asian American and 3.6% were other.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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COPY PLATFORM
Advertising Objective
Multicultural Millennial Innovation
Target Market
Hispanic, African American and Asian American’s between the ages of 18-‐29
Key Selling Benefit
100% Electric
Other Supporting Benefits
Affordable, newest technology, 5-‐Star overall safety rating
Tone or Personality
Hip, modern and electrifying
Theme line/Slogan
Electrify Your Life
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Medium: Magazine Unit: Double truck
PRINT ADVERTISMENT COPY PLATFORM
HEADLINE: 100% ELECTRIC, 100% GAS
SUBHEAD: Introducing the Nissan LeafTM
ILLUSTRATION: (The center of the magazine advertisement is a blue
Nissan LeafTM parked in a driveway. The right side of
the background is a modern house, accentuating a
sophisticated style. The pictures on the upper left
side of the advertisement are shots of the interior of
the Nissan LeafTM.)
BODY COPY: Comparing miles per gallon are suddenly irrelevant.
The Nissan LeafTM doesn’t even have a gas tank. So
let’s just compare CO2 emissions. The facts speak for
themselves.
LOGO/SIGNATURE: Nissan, Electrify Your Life.
UNDERLINE: Zero Emission.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Medium: Outdoor Unit: Billboard, 14’ x 48’ Ad Title: Nissan LeafTM billboard advertisement
OUTDOOR COPY PLATFORM
HEADLINE: 100% ELECTRIC, 0% GAS
ILLUSTRATION: (The center of the billboard has a blue Nissan LeafTM
facing forward. The background of the billboard is
split in half, the right half is a lime green color and
the left half is a lit up road with bright blue and green
colors. The bright, electric colors are to emphasize
the slogan of “Electrify Your Life.”)
BODY COPY: Nissan LeafTM
LOGO/SIGNATURE: Nissan, Electrify Your Life.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Medium: Radio Unit: 50 seconds
Radio Script
SOUND EFFECTS: PIANO CHORD
TARA: (SOFT SLOW VOICE) Quite frankly, we all know the planet
is a pretty polluted place.
(PAUSE 1 SECOND) So… here’s our solution.
SOUND EFFECTS: BASS AND CLAP
TARA: (SLOW EXCITED VOICE) Nissan hands the wheel to the
new generation with the 100 percent electric Nissan
Leaf.
(PEPPY EXCITED VOICE) Its all electric motor emits zero-‐
emissions to our planet
SOUND EFFECTS: CHIMES
TARA: (EXCENTUATE “AND”) and won’t burn a hole in your
wallet. Travel in sophistication with a 5-‐star safety rating
in a new classy design,
(SEXY VOICE) keeping all eyes on you.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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SFX: PIANO ARPEGGIO
TARA: (CONFIDENT VOICE. EXCENTUATE “WE ARE”) We are the
generation to be the difference. Be the solution to the
planet.
JOE: (CONTROLLED VOICE) You are the innovative generation.
SFX: PIANO ARPEGGIO
JOE: (CONTROLLED VOICE) The Nissan Leaf makes it easy for
you to be the change. Electrify your life.
(INFORAMATIVE VOICE) Learn more about this
innovative vehicle at nissanusa.com.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Medium: Television Unit: 30 seconds
TELEVISION SCRIPT
Video Directions Audio Directions
(1) WS: FADES INTO FRONT EXTERIOR (1) CAR (BORED): Come on, Man!
OF CAR SITTING IN GARAGE. We runnin’ late! The homies are
waitin’ for us!
(2) WS: GARAGE DOOR OPENS. (2) SFX: (DOOR OPENING. KEYS
DRIVER ENTERS GARAGE FROM JINGLING.) CAR (EXCITEMENT):
RIGHT SIDE AND OPENS DRIVER-‐ ‘Bout time dude!
SIDE CAR DOOR.
(3) CU: INTERIOR OF THE CAR WITH THE (3) SFX: (CAR STARTING.)
DRIVER PUSHING THE START
IGNITION. A BLUE GLOW FORMS
AROUND DRIVER AND IGNITION
BUTTON.
(4) MS: FRONT EXTERIOR OF CAR, (4) MUSIC IN: “Hip Hop”.
GLOWING BLUE CAR: Awww Yeaaaaa!
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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(5) WS: CAR CRUISING ON ROAD. CAR (5) CAR: Whaddup girl?! Wanna come
GLANCES AT ANOTHER CAR AND kick it with me and a couple of my
BEGINS TO TALK TO IT. homies?
(6) MS: NIGHTCLUB PARKING LOT. ALL (6) MUSIC IN “Club Music”.
CARS ARE SOCAILIZING. SFX: (LAUGHING)
DISSOLVE TO, “Nissan LeafTM”. CAR (EXCITEMENT): Now this is
what I am talkin’ ‘bout!
Production Notes
The car is the speaking subject of the commercial. The purpose is to flaunt the
new, hip and modern feel of the car from its own perspective. The car has an
ethnic persona to favor the multicultural millennial target. The Nissan LeafTM is
being represented with a sophisticated and hip vehicle.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Sales Promotion Idea
NissanTM and CARWINGSTM are pairing together to promote the Nissan Leaf
by supporting environmentally friendly driving. The Nissan LEAFTM comes
complimentary with three-‐years subscription to the CARWINGTM system. Simply
connect your Smartphone to control your Nissan LEAFTM to start and stop
charging, set timers, get notifications and set climate control systems. “Electrify
your life” and stay connected to your Nissan LEAFTM with the innovative
CARWINGSTM system. Don’t miss this eco-‐friendly opportunity; head over to your
local Nissan dealership and test-‐drive the Nissan LEAFTM today!
Company: Nissan Inc. Product: Leaf Agency: LSM Media
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Public Relations Idea
Nissan is dedicated to improving the environment under the Nissan Green
Program. In efforts to promote the Nissan LEAFTM, reduce emissions and increase
recycling, we want to offer consumers with eco-‐friendly exhibitions and test-‐ride
events while experiencing an interactive zero emission opportunity. These events
will provide the consumer with the power to be the difference and solution to our
planet. The consumer will be the change of the innovative generation.
Company: Nissan Inc. Product: Leaf Agency: LSM Media
Page 15
Internet and Social Media Idea
Nissan will sponsor a contest to find young Internet bloggers to promote
the Nissan LEAFTM. The contestants will need to create a campaign to gather
YouTube views, Flickr views, Twitter impression, Facebook posts, solid TV
advertisements, print advertisements and billboard advertisements in their local
communities to support the Nissan LEAFTM. The winner of the contest will get not
one, but two free Nissan LEAFTM’s and launch a big bang in LSM Media. This social
media campaign is looking for contestants of local communities to promote the
Nissan LEAFTM on a personable level.
