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To our friends at Nissan and the American Advertising Federation:
Thank you for including The Nittany Group in the 2012 AAF National Student Advertising Competition. We are thrilled to have the opportunity to share our vision for Nissan with you.
For years, Nissan has maintained a strong presence in the car industry, serving its customers with innovation, style and quality. Nissan’s goal of becoming a leader in innovation amongst the multicultural demographic is exactly the kind of forward-thinking mindset that inspires us and resonates with our branding philosophies.
Nissan has the opportunity to build awareness and engage an empowered segment of the population. This target market of multicultural millennials ages 18-29 demands a brand that understands its wants and needs. These consumers want to be a part of the latest digital trends in order to stay connected to their families and friends. We have conducted thorough research and understand this demographic completely. We are excited to use our valuable consumer insights in combination with our integrative creative concept to produce a comprehensive campaign for Nissan.
We believe this campaign is strategically sound, cost-effective and realistic in the grand scope of our marketing and communication goals. Let us connect you with a community of consumers that is waiting for a company to understand its digital needs and personal values, and to have a formative presence in its ever-changing journey.
We look forward to collaborating with you.
Sincerely, The Nittany Group
1
Table of Contents
Executive Summary ....................... 2
Situation Analysis ........................ 3 > Consumer Analysis .......................................... 4 > Focus Groups .................................................. 5 > Target Segmentation ........................................ 6 > Research Findings ............................................ 8 > Positioning Strategy ........................................ 10
Creative Strategy ....................... 11 > Campaign Strategy ......................................... 12 > Media Strategy ............................................... 13
Fueling the Brand > Print Executions ............................................. 14 > Microsite ....................................................... 15 > Television ...................................................... 16
Driving Engagement > Outdoor and Social Media ............................ 18 > Digital Communications ................................ 19> Mobile Application ........................................ 20 > Digital Scavenger Hunt .................................. 21
Shifting Perception > Interactive Bus Stops ...................................... 22 > Interactive Video ............................................ 23 > Concert Series ................................................ 24
Powering the Purchase > Promotions .................................................... 25 > Communications ........................................... 26
Media Plan > Campaign Schedule ....................................... 27 > Media Mix ..................................................... 28 > Media Delivery .............................................. 30 > Campaign Measurement ................................ 31
This campaign centers on one idea: empowerment.
2
Executive Summary
The Nittany Group was challenged to create and develop a fully integrated marketing campaign to help Nissan build awareness and lasting favorability among multicultural millennials—specifically African American, Latino and Chinese American consumers in the United States that fall within the age range of 18-29 years old.
Nissan holds the fifth largest share in the overall automobile market and the third largest share in the multicultural market. Business journals predict that sales numbers in the auto industry will continue to grow, and 2011 has already proven to be a breakthrough year for Nissan in the Americas.
Currently, Nissan is in a healthy place with its multicultural audience; however, a weak perception amongst millennials could threaten sales in the near future. For Nissan to remain competitive, the brand will need to understand the fundamental differences within the 18- to 29-year-old multicultural audience (which we refer to as the “multicultural millennial” audience throughout the campaign).
A review of our extensive primary and secondary research on multicultural millennials revealed differing opinions according to their “life stages.”
The common thread that seemed to unify all multicultural millennials was the desire to succeed. In fact, 96% were “absolutely positive” that they would get where they wanted to go in life. As many are just beginning to navigate the bumpy road that will lead them there, Nissan has an incredible opportunity to play a supportive role in their journeys through life.
After all, multicultural millennials may not know where life will take them, but they do know they won’t slow down anytime soon. Nissan has the opportunity to help propel them towards their successful futures. This campaign serves as an anthem
for millennials, and positions Nissan as the brand they envision with them on their journeys through life.
Unfortunately, The Nittany Group found a lack of a strong, unified perception of the Nissan brand among African Americans, Latinos and Chinese Americans, alike.
Therefore, The Nittany Group believes that the biggest challenge for this campaign will be helping millennials to understand the essence of the Nissan brand and how it can further benefit their lives.
The proposed campaign aims to address this setback by engaging multicultural millennials with the Nissan brand in a way that is relevant to their lives: online. The interactive nature of online content will encourage millennials to be actively engaged with the Nissan brand.
This campaign breaks our communications strategy into four distinct steps that are meant to “Fuel,” “Drive,” “Shift” and “Power” Nissan’s target audience. Each step incorporates cost-effective media and messaging to engage this target audience at each point on its “path to purchase.”
Our creative executions and integrated strategy do not preach, but rather partner with multicultural millennials to:
> Develop positive brand perceptions among multicultural individuals between the ages of 18 and 22
> Educate potential multicultural customers between the ages of 23 and 25 about the Nissan brand
> Acquire new multicultural customers between the ages of 26 and 29
Situation Analysis
3
Industry Analysis Competitive Landscape> Nissan gained 6% market share, ending 2011 with a total of 8.2%.> Despite several years of attrition due to the recent economic downturn,
the number of dealerships has increased by .6% in the past year.> Nissan has 1,100 dealerships nationwide, and 452 dealerships are in our
selected DMAs with a high propensity of multicultural millennials. > These dealerships account for 40% of the total US Nissan dealers.> Recently, Nissan surpassed key competitors Honda and Hyundai with
$1.46 million in annual sales.
Competitors Vying for Multicultural Millennial Market> Toyota’s We are Many campaign > Focus: Individuality of multicultural millennials> Honda Civic’s To Each Their Own campaign > Focus: Collective individualism–although millennials are diverse, they
share common interests > Both Toyota and Honda are multicultural millennial market leaders > Market Share: Toyota 25%, Honda 17%, Nissan 13%
Car Purchasing Projections> Next year millennials are projected to make up 40% of the total US car
buying population.> Brands across all categories are now aggressively pursuing these 50
million+ millennials.
Fuel Efficient Vehicle Trend> Automakers are increasing the miles per gallon capacity of their vehicles
in response to rising gas prices.> The Toyota Prius is considered the most fuel-efficient vehicle of 2012,
followed by the Lexus CT 200h and the Honda Civic Hybrid.> Electric cars continue to become popular and are ranked as: 2012
Chevrolet Volt, 2011 Tesla Roadster and Nissan Leaf.
“Cool Affordability” Trend> The industry has seen an influx of affordable yet fully equipped cars.> At just under 18K, these cars offer such options as: navigation, iPod
connection, Bluetooth and push button start. > Kelley Blue Book ranked the Fiat 500 as the coolest and most affordable
car followed by the Mazda3 and the Ford Fiesta. > Honda Civic: #6 on the list > Nissan Cube: #9 on the list
Consumer CultureMulticultural Millennials> Purchasing a car is a symbol of navigating their own journeys.> Digitally savvy multicultural millennials have been found to spend up
to 16 hours researching a vehicle prior to contacting a dealership.
Nissan must empower these young adults by recognizing the significance of buying a new car for the first time. Nissan has the opportunity to provide multicultural millennials with the means to navigate their unique life stories.
Strengths> Variety of affordable vehicles> Positive recognition for Leaf> In healthy position with
multicultural market> Financially sound
Opportunities> Blank slate for reputation> Low competition for
“innovation” title> Leaf challenges status quo—
millennials may appreciate
Weaknesses> No strong brand image> Multicultural millennials don’t
recognize Nissan’s affordability> May recognize Leaf, but most
likely can’t afford
Threats> Strong competitors> Fast-paced changes in industry> Millennials strongly influenced
by friends/family> Recent poor economy
4
Consumer Analysis
Demographics and Psychographics There are over 50 million 18- to 29-year-olds in the United States and by 2017 they are predicted to have more spending power than any other generation, presenting a major opportunity for Nissan. According to our national survey, the majority of the target considers itself a greater spender than saver. The following statistics describe the multicultural millennial demographic. These numbers were derived from The Nittany Group’s own national survey.
Attitudinal I consider myself a leader: 78% It’s important to me to feel part of a group: 54% I have more confidence than most people: 58% My greatest achievements are ahead of me: 89%
Research Breakdown
400+ Qualtrics surveys taken nationwide
by18- to 29-year-old multicultural individuals
6 focus groups with 8–10 people in each
Simmons Choices 3 National Consumer Survey, 2009 Mintel Reports, trade reports and mass publications
CulturalWhere were you born?
US: 82% Outside of US:18%
I identify with my ethnic identity more than my American identity:
57% of Multiculturals vs.13% of Caucasians
> Neither > Students > Graduate
> Unemployed > Part-time > Full-time
Technology
80% own a smartphone
78% use their smartphone for social networking
Education Employment
Among African Americans, Latinos and Chinese Americans,many similarities emerged, but there were five significant themes:
IdentityMulticultural millennials possess clear “individual” identities within their “group” identities.
Influenced by family, friends and community experiences, each individual forms his or her own personal identity. However, by virtue of growing up in similar environments, facing similar obstacles and opportunities and by bonding through shared cultural experiences, multicultural millennials also develop a distinct group identity.
“Complex, courageous and tenacious; who [I am] is some[one] that has been
influenced by different factors such as family, pop culture and community.”
> African American participant
In-Language AdvertisingUnique dialects and slang make it difficult to express consistent meanings. Participants expressed frustration toward in-language advertisements, which they feel oftentimes disrespect their languages and cultures.
Our target audience does appreciate when advertisements make accurate references to their cultures, such as ethnic actors and cultural details.
“In every country Spanish is different, so terms are often interpreted differently, and
then the meaning doesn’t translate.” > Latino participant
5
Focus Groups
Nissan PerceptionsNissan’s slogan was overwhelmingly unknown by our focus group participants–87.5% of them unaware of the current slogan.
“Nissan...it’s just there.” > Latino participant
“[Nissan is] a celebrity that you know is famous, but don’t know the name of.”
> Chinese American participant ExpectationsMulticultural millennials’ roads to success seem longer and tougher than most. One reason is because they are expected to successfully balance “where they came from” with “where they are going.”
Great expectations from family and community drive ambition to succeed. However, the most important expectations come from within —the desire for self-improvement and self-fulfillment.
ValuesMulticultural millennials are proud of where they came from and where they are going.
Preservation of their cultures remains extremely important.
They value respect and recognition for their accomplishments when they are not diminished by cultural overtones.
6
Target Segmentation
As found in primary and secondary research, the three ethnic groups in our multicultural target were more similar than different in terms of attitude and aspirational views:
The three ethnic segments were relatively consistent in their car attribute preferences as well, as shown by the following chart:
18-22: COASTING“My biggest accomplishments are ahead of me.”
Attitudinal> “All about me”> Spontaneous> Not concerned with
consequences
Nissan Implications> Encourage millennials to recognize and consider Nissan> Attract this segment by promoting “high-tech” marketing tactics to
appeal to its appreciation of advanced technology
In Terms of Cars…> Aesthetics over function> A new car is a luxury> Personalization> Media and interactive features
YES 51.4%
New
Acqu
ired
Use
d
21.1%
36.8%
39.5%
4-545.9% said:
y e a r sCA
R O
WN
ERSH
IP Do you own a car?
How did you get it?
How soon will you be in the market for a new car?
African Americans Latinos Chinese Americans
Spee
d
Tech
nolog
ySty
leSa
fety
Med
ia
Quality Pr
ice Fuel
Versati
lity
7
6
5
4
3
21
0
Ethnic Groups on Car Attribute Preference
Consider themselves leaders “I like to stand out”
challenge, novelty, change Feel pride and connection
Believe their greatest achievements are ahead of them
Feel it is important to be a part of a group
“I want to get to the top of my career”to their community
Pursue
26-29: TAKING OFF“I’m proud of how far I’ve come, and I’m ready to move forward.”
Attitudinal> “Strategically Driven”> Stable and established> Proud of accomplishments
and possessions
Nissan Implications> Move Nissan to top-of-mind awareness> Engage consumer through more direct marketing methods > Encourage consumer to visit the nearest Nissan dealership
7
23-25: CHANGING GEARS“I know where I’m going, and I’m on my way.”
Attitudinal> “Plan Mode”> Transition phase> Motivated to succeed
Nissan Implications> Spread awareness by enhancing brand understanding> Create brand preference among target> Build a more personal relationship by promoting brand interaction
In Terms of Cars…> A new car is now an option> Working towards ideal car> Personalization> Features remain important
In Terms of Cars…> Cautious spenders> Value structure and function> Viewed as a reflection of
achievements
CA
R O
WN
ERSH
IP Do you own a car?
YES 71.4%
How did you get it?
New
Acqu
ired
Use
d
20.0%
53.3%
6+How soon will you be in the market for a new car?
47.6% said:
y e a r s
26.7%
YES 84.2%
New
Acqu
ired
Use
d
37.5%
1-363.2% said:
y e a r s
31.3%
25.0%
CA
R O
WN
ERSH
IP Do you own a car?
How did you get it?
How soon will you be in the market for a new car?
8
Research Findings
Online Research
Consumer Reviews
Share Findings
Seek Approval
FinalDiscussion
VisitDealership
MakePurchase
Talk to Family
Talk to Friends
FirstRank
Second
Fuel Efficiency
Third
NissanHondaToyota
Price Quality Safety Style Advanced Technology Media CapabilitesSpeed
FirstRank
Second
Fuel Efficiency
Third
NissanHondaToyota
Price Quality Safety Style Advanced Technology Media CapabilitesSpeed
Path To Purchase: Circuitous
1. Consult with family and friends regarding their personal preferences and experiences with cars
2. Conduct their own research online
> Contrary to other segments, the target does not use the dealership website as a main resource.
3. Talk to family and friends once more, and possibly follow up with more individual research
4. Go to the dealership confident in the car they want, and are skeptical of being persuaded otherwise
The chart below features the target audience’s perceptions regarding the attributes of Nissan and its two closest competitors: Honda and Toyota. The Nittany Group calculated each brand’s average score on a variety of vehicle attributes, and then ranked them from best to worst (first to third). The scores were based on our national survey data.
As evidenced in the chart, Nissan excels in many areas but falls short in others. Nissan is ranked behind its competitors in fuel efficiency, price and quality, and only ranks second in safety. However, Nissan surpasses both Honda and Toyota in style, speed, advanced technology and media capabilities.
This seems positive, however Nissan’s rank on the most important vehicle attributes to consumers is, in fact, problematic.
9
Nissan Price PerceptionAlthough an average Nissan actually costs between $12K-$20K, multicultural millennials tend to significantly overestimate the average price of a Nissan.
Top Car Attributes (Price, Quality, Safety)Participants rated price, quality and safety as the most important attributes to consider when purchasing a car.
PriceNissan was rated as the least cost-efficient brand among survey respondents.
QualitySimilarly, respondents rated Nissan as the lowest quality brand.
SafetyNissan was rated slightly above Toyota in terms of safety, but far behind the category leader.
The following data were derived from our primary research. According to our respondents, Nissan is perceived to be the leader in style, technology, and media. This is a major advantage when marketing to multicultural millennials. The numbers below represent the average opinion on a scale from 1-7.
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76 Top Car Attributes
Price
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Safety
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
Quality
Nissan Price Perceptions
$10K-$15K $16K-20$K $21K-25$K $26K-$35K $36K+
4.8%
16.4%
33.3%
21.4%
3.1%
* Percent of respondents who placed Nissan in each category
Price
Quality
Top Car Attributes
Honda Toyota Nissan
Honda Toyota Nissan
5.71
5.25
5.49
Honda Toyota Nissan
5.31 5.34
6.46
6.35
6.21
Price Quality Safety
5.76
5.515.46
5.76
This campaign positions Nissan as the high-tech, stylish brand that will support multicultural millennials’ journeys
at a surprisingly affordable price.
Communication Goals> Draw in multicultural millennials by emphasizing Nissan as the category leader in media capabilities> Better connect with millennials to convey that Nissan provides the latest features in automobile technology for an affordable price> Assert Nissan as the stylish, yet affordable car brand that “gets” them...
Multicultural millennials don’t just want assistance; they want to be taken seriously at the dealership.
10
Positioning Strategy
Millennials have a positive perception of Nissan’s style and technology. The brand even exceeds expectations in areas of media capabilities and speed, which leads to the major misconception of Nissan as overpriced. Our challenge was to overcome this misconception, as well as enhance the perception of Nissan’s quality.
The Nittany Group believes by emphasizing Nissan’s strengths of style and technological attributes, we can justify Nissan as an innovator in the multicultural millennial mind.
Furthermore, the process of buying a car is daunting to multicultural millennials. Not only is it a major financial milestone, but it coincides with many other stressful changes taking place in their lives. Nissan must empower them during this significant time period. Nissan should understand what these millennials desire in a car and convince them to see Nissan as the brand that encompasses these desires. Through this mutual recognition, Nissan will strengthen its overall brand image within this market.
NissanOverall
21
3
4
56
7
Quality
SpeedPric
eSty
leSaf
ety
Technology
Media
Where Nissan Excels
NissanOverall
21
3
4
56
7
Quality
SpeedPric
eSty
leSaf
ety
Technology
Media
Where Nissan Excels
Envision Your Journey.
11
Creative Strategy
Multicultural millennials are authentic. They are passionate. They are stylish and tech-savvy, always searching for the next big trend. They recognize the importance of where they came from, and incorporate their cultures into their daily lives. But most importantly, they realize the potential of their future. While some brands pigeonhole this group by telling them who they are and what they should aspire to be, Nissan provides them with a blank slate. Nissan represents aspiration without restriction. Nissan encourages them to envision their journeys.
The term “envision ”–mentally picturing a future event–speaks directly to this generation. Multicultural millennials are unsure of where they are going, what their futures hold or where the road may take them. But they know their journeys are not solely about where they start and end, but rather about all of the milestones along the way.
With this creative campaign, multicultural millennials will realize their potential futures with Nissan. They will see Nissan as the automotive brand that will not place them on specific paths, but rather will let them write their own futures.
Envision Your Journey will become the anthem of this generation with Nissan leading the chant.
Campaign Strategy
The proposed campaign strategy reflects a traditional marketing funnel, based on the popular Allison Fisher Purchase Funnel.
Fuel (Awareness, Understanding)Traditional media, including out-of-home efforts, will introduce the brand to multicultural millennials to spark interest in the campaign.
Drive (Consideration, Preference)Interactive digital and online avenues, such as a new microsite, social media and a mobile app, will encourage multicultural millennials to view Nissan as the brand that “gets them.”
Shift (Desire, Purchase)Public relations buzz and promotional events will help consumers see Nissan in a new light while simultaneously supporting Nissan’s efforts as a brand multicultural millennials can trust.
Power (Connect, Advocate)Positive online reviews and personalized at-the-dealership experiences will further connect multicultural millennials to the Nissan brand. Satisfied new Nissan owners will be encouraged to share their positive experiences and continue to engage with Nissan through the microsite, mobile app and social media.
> Ideally, to increase sales by 2-8%, Nissan would need at least 65% of the audience to understand the brand.
> Only 45% of multicultural millennials currently understands the brand.
> Main objective: Educate the target audience about Nissan to foster a greater understanding of the brand.
> Brand awareness and understanding among the multicultural millennial target is substantially below the necessary range to generate share gains.
> Multicultural millennials lack an accurate understanding of the brand.
> Only 21% of the target audience had an accurate understanding of the price range in which most Nissan models fall.
Awareness
Understanding
Consideration
Preference
Desire
Purchase
Ideal
85%
65%
40%
20%
15%
5–8%
Current
76%
45%
31%
14.5%
13.6%
7.1%
12
Media Strategy
Tier 1 ($23,946,000): New York, Los Angeles, Chicago, Houston, Miami, San Antonio, San FransiscoTier 2 ($17,925,120): San Diego, Dallas, Atlanta, Philadelphia, Washington DCTier 3 ($6,749,600): Sacramento, Phoenix, Seattle, Detroit
StrategyThe Nittany Group developed a strategic media plan using digital, traditional and promotional avenues that merges Nissan with the target audiences’ life changes and automotive needs.
> Create brand awareness utilizing flighting spot broadcast, spot cable, online television and national magazine print advertisements in a cost effective way
> Maintain a continuous presence online using pulsing digital media in order to draw attention to promotional activities
> Demonstrate Nissan’s ability to be innovative through Tier 1 spot market promotions, creating brand awareness and media buzz
Based on research findings, we will adapt our primarily English campaign only when the media outlet calls for in-language messaging (ex. Latino magazines).
Fuel> Reach multicultural millennials ages 18-29
years old by building a strong foundation through relevant traditional media
> Establish an online presence through deliberate vehicle choices saturated by specific ethnic groups
> Increase Nissan’s credibility as a leading innovative brand
Drive> Establish strong frequency to perpetuate the creative message and establish brand
awareness with the target audience in order to increase consideration and preference
Shift> Culturally connect with millennials through promotional events, while promoting Nissan’s
innovative image with inventive and outstanding media types
Power> Engage with multicultural millennials on a personal level through social media and other
digital means in order to organically fit into their lifestyles and connect to the brand
Tier I
City Africa
n Amer
ican
Asian A
merica
n
Latin
o
New York
Los Angeles
Chicago
Houston
Miami
San Antonio
San Francisco
Total
Total
4.2% 4.7%2.1% 11%
1.3% 6.7%1.6% 9.5%
2.5% 2.3%0.4% 5.1%
1.0% 1.9%0.3% 3.2%
0.6% 2.1%2.1% 11%
0.1% 1.0%0.0% 1.2%
0.3% 0.8%1.9% 3.0%
10.1% 19.4%6.2% 35.7%
Tier II
City Africa
n Amer
ican
Asian A
merica
n
Latin
o
San Diego
Dallas
Atlanta
Philadelphia
D.C.
Total
Total
0.2% 0.8%0.4% 1.4%
1.3% 2.2%0.2% 3.6%
2.5% 0.2%0.1% 2.9%
2.5% 0.7%0.4% 3.6%
2.4% 0.4%0.2% 3.0%
9.0% 4.4%1.3% 14.6%
Tier III
City Africa
n Amer
ican
Asian A
merica
n
Latin
o
Sacramento
Phoenix
Seattle
Detroit
Total
Total
0.4% 0.8%0.5% 1.8%
0.2% 1.3%0.1% 1.6%
0.1% 2.5%0.3% 2.9%
3.3% 0.3%0.0% 3.7%
4.1% 4.9%0.9% 10.0%
13
14
Print Executions
Fueling the Brand
Microsite
89025158 / courtesy of Getty Images 138803801 / courtesy of Getty Images
Envision NissanThe Envision Nissan microsite (www.nissanUSA.com/Envision) is a community where Nissan owners and prospective buyers from all backgrounds converge to access all things Nissan. This site will be critical for consumer engagement, social sharing and fulfilling millennials’ desires for information along their paths to purchase.
Virtual Test DriveUsing augmented reality, users will be able to virtually drive their desired cars to a dealership. Users will get an interactive tour of current car features.
Car Customization ToolThis tool will redirect consumers to a revamped version of Nissan’s current feature on NissanUSA.com. If logged in, users can save, share and revisit finished products.
Social Media Sync By syncing with the mobile app, consumers logged into the microsite will be able to revisit where they have checked in through an online map and will be able to access rewards for their engagement. They can then share their “journeys” through social media.
Vehicle QuizA car suggestion and general price will be given to participants who can then socially share or save results.
15Fueling the Brand
16
VO: Your journey started here.SFX: Wheels, parents cheering
VO: Picked up speed. SFX: Urban environment,
double dutch, basketball, skateboarding, etc.
Pan right, following an older African American skateboarder. Transition: Skateboard moves behind parked car.
VO: Took a turn. SFX: Bass turned up, city
environment. Begin to hear music
VO: And this is where it got you. SFX: Calvin Harris “Feel So
Close” comes in instrumentally.
VO: The all-new 2013 Nissan Altima...
VO: a sleeker, more comfortable way to continue your journey...
SFX: Lyrics of the song “There’s no stopping us right now”
VO: wherever that may be. SFX: Lyrics again read, “There’s
no stopping us right now”
Long shot of Nissan beginning to drive away.
VO: E xperience the Evolution of Innovation.SFX: Music fades out.
VO: Nissan. Envision Your Journey
Pan right, following a young African American’s bare legs and bike wheels. Transition: Bike moves behind trashcan.
Close-up shots of car interior showing dashboard, seats, steering wheel, etc.
Nissan logo and slogan appear in graffiti before transitioning into the actual Nissan logo and slogan.
Dissolve into exterior of car.Medium shots of car body, wheels, etc.
Pan right, shot of sleek Nissan tires.
Camera pans upward from tires to see entire Nissan Altima.
Pan right, showing rusted tires of an older car. Transition: Beat-up car moves behind bus.
Television
Camera pans upward from rear of car, graffiti begins to form the skyline.
Fueling the Brand
17
VO: Your future is bright...SFX: Jin ft. Joseph Vincent “When the Lights Come On” begins low volume
Headlights flash causing brief whiteout. Camera cuts.
VO: yet without the sounds of the past...
Angled shot of hand inserting cassette.
VO: you’re moving blindly into the light.
Angled shot of hand inserting CD.
VO: Life is a journey that lasts, so let your music... SFX: Song volume increases
with plug-in, bass drops
Angled shot of hand plugging iPod into Juke console.
VO: guide you through the night.
SFX: Song muffled as camera leaves interior
Dolly out. Rear angle shot of Juke profile.
VO: In the 2013 Nissan Juke, the ride is a blast...
SFX: Song volume increase as camera dips into car
VO: with a standard iPod interface and 6 speakers...
SFX: Song Lyric “Hit the switch”
Freeze. Driver’s hand putting Juke into drive.
VO: that bump the music that moves your generation...
SFX: Song Lyric “And you can leave the past behind you, but trust me when I tell you it will blind you.”
Tilt. Close-up of rear-view mirror, showing driver’s eyes, signifying a glance into the past.
VO: no matter the destination.SFX: Song Lyric “When the
lights come”
Freeze. Rear shot of Juke, camera stays in place as Juke pulls away, moving towards the future.
VO: Nissan. Envision Your Journey
Tilt camera to a starry night sky Nissan logo and slogan appear in neon before transitioning into actual Nissan logo and slogan.
Tilt camera towards stars. Tilt down to birds-eye view, camera moves quickly down into Juke interior, showing Juke’s media features.
Fueling the Brand
Key In Your JourneyDigital BillboardInteractive digital billboards will be placed in five of the designated major markets (New York City, Los Angeles, Houston, Miami and Chicago) with the goal of generating marketing buzz through engagement with current Nissan drivers and prospective viewers. Through the micro-chipped key fob, the car owner’s name will appear in one of five cycled messages as the driver approaches the billboard. This will allow interaction between the brand and current customers while using word-of-mouth marketing to interest potential buyers.
Social Media PresenceBy linking the Envision Nissan Facebook and Twitter accounts to the microsite, The Nittany Group will be providing millennials with a fully integrated digital presence.
Social media allows for instant communication, helping to create additional buzz for all of Nissan’s promotion.
To be as engaging as possible, Nissan should promote discussion through its social media platforms, rather than limiting the information to strictly branded content. A social media expert will be hired to facilitate these types of interactions.
Outdoor and Social Media
18 Driving Engagement
Unlock Your JourneyE-mail BlastTo connect the car buying experience from the virtual dealership on the microsite to the actual dealership, the Unlock Your Journey promotion was created. This promotion will increase dealership traffic by offering a $20 VISA gift card to those who come in and test drive a Nissan. As soon as members join the microsite, Nissan will send a welcome e-mail including promotion details.
Banner AdvertisementThe banner advertisement will include a series of three different images with three different headlines that transition from one to the next. The final image will include the Nissan logo and the Envision Your Journey slogan.
Envision Your Soundtrack
Envision Your Luxury
Envision Your Journey
Banner Ad
The online banner ads will appear on various websites. The banner will transition through each image.
Envision Your Soundtrack
Envision Your Luxury
Envision Your Journey
Banner Ad
The online banner ads will appear on various websites. The banner will transition through each image.
Envision Your Soundtrack
Envision Your Luxury
Envision Your Journey
Banner Ad
The online banner ads will appear on various websites. The banner will transition through each image.
Digital Communications
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Receive a $20 VISA gift card when you test drive a Nissan car today!
Find a dealership near you.
Driving Engagement
Mobile Application
On The RoadThe Nissan On The Road app gives consumers the ability to connect with the Nissan brand on their smartphones. Like the microsite, users will be able to log into their specific profiles to access more features. This app will allow consumers to continually engage with Nissan post-purchase.
Car Maintenance SyncingUsing a syncing cord, users can attach their smartphones to their Nissans. The app will have the ability to estimate fuel tank and oil levels, notifying users when to fill up or change their oil. While driving, the app will also provide fuel, mileage and engine efficiency statistics.
Tutorials/Repair InstructionsThe app will provide drivers with useful tips and tutorials on common car maintenance tasks, such as changing a flat and checking oil. It will also have alerts on new technology features.
Checking InDrivers can check-in to locations as they please and track their movements through their personal profiles on the microsite.
Car ManualIf cars are registered through a user login, their drivers will be able to access a mobile version of the car manual at any time.
GPSThe app will have a simple GPS feature with an accompanying map of Nissan dealerships or Nissan-affiliated locations, allowing consumers to easily reach dealers for maintenance or any other concerns.
News and EventsA news feature will give users access to all things related to Nissan, highlighting sponsorship events and Nissan brand developments through push notifications.
20 Driving Engagement
Digital Scavenger Hunt
Nissan Capture the Flag Nissan has a special opportunity to promote its brand within the digital sphere via an intriguing virtual scavenger hunt. To make this virtual scavenger hunt unique to our target demographic, the game will be a modernized, culturally-relevant version of the children’s game, Capture The Flag.
ExperienceAfter downloading the On The Road app, anyone can participate in the Nissan Race to Your Flag, Jog to Your Journey virtual Capture The Flag. In the top tier markets (top seven cities), Nissan will digitally place 20 flags near “hot spots” within these cities. The flags will appear in a digital map and the first player within 100 feet of it can claim the flag. The flags will be located in culturally relevant places, such as Chinatown in New York City. Multicultural millennials are extremely proud of their cultures and this game is one way for Nissan to build credibility as a brand that understands culture. This Capture the Flag game will only be active during the first month of the campaign, and will heavily encourage participants to check out the Envision Nissan microsite.
How It Works1. Download the On The Road app
2. Enter personal information
> Name, age and background information
3. Participants will get a message
> “Watch your app! Nissan flags will be hidden in a variety of areas around your city. An opportunity to capture a flag could happen at any time!”
4. Once participants digitally “capture the flag” they will be warned —anyone else with the app can steal the flag from them. The ability to steal flags fosters a competitive community within the game.
5. Via a special e-mail code, the top 100 “flag-finders” throughout the country will receive $25 in iTunes credit.
21Driving Engagement
Envision Your CommunityThe Envision Your Community initiative will merge out-of-home entertainment, new technology, event marketing, gaming and social media to give potential Nissan buyers the ultimate engaging brand experience. Seven cities strategically chosen for their high populations of multicultural millennials will have ten bus stops “taken-over” simultaneously by Nissan.
The initiative will reach young professionals and students who use public transportation by involving Nissan in their commute. By allowing the public to interact with Nissan, a sense of familiarity and a deeper brand connection is established. Furthermore, the unconventional bus stop concept will raise the target’s perception of Nissan as an innovative brand.
Experience
Each interactive screen allows individuals to play a variety of games, while competing in real-time against other bus stops around each city. The games will closely tie into the Envision Your Journey campaign theme, and will foster a sense of community by allowing friends or strangers to play together.
Branded ContentA live Twitter feed on the screen will allow individuals to tweet about the competition and view others’ tweets. WiFi access and a QR code will also lead individuals to the microsite where they can learn about Nissan.
IncentivesThe city with the highest total score will win a donation from Nissan to beautify an area of the community’s choosing. With help from a proposed partnership with Lowes and Nissan’s donation of a half-million dollars, the selected area will receive a ‘makeover.’ Using innovative technology, Nissan can gain respect from millennials as a brand dedicated to inventive ideas and community.
Interactive Bus Stops
22 Shifting Perception
Interactive Video
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Design Your JourneyThis interactive video will begin as a traditional commercial before prompting users to design their own journeys.
Initial Commercial VideoA child begins drawing on the screen, scribbling from right to left. The screen then transitions into a connect-the-dots of a car, with a slightly older hand drawing with a pencil. The screen will finally transition into a map of the US, at which point the user’s cursor will become interactive.
Voice-over“From day one, you’ve always envisioned your journey. Now it’s time to take the next step.”
InteractiveAt this time, city names will appear on the map of the US. The user can then scroll over the cities and choose one. Next, a map of the city appears as it would look on a GPS. The camera then zooms from the GPS of the Nissan out of the back car window, leaving the user looking at the rear view of the car.
Voice-over“Let Nissan guide your drive.”
At this point, the video becomes interactive once again, leaving the user to choose from four artistic styles: anime, graffiti, sketched or neon. The scenery around the car will transform according to the chosen style. The user can then add elements (buildings, trees, signs, etc.) to the scene.
To conclude, the user can click on the “Drive” button on the bottom of the screen. The car will then drive through the user’s design, before eventually fading off into the distance. The Nissan logo and tag Envision Your Journey will then appear.
Shifting Perception
Concert Series
Rock the BellsRock the Bells is an annual hip hop festival that takes place at various outdoor venues in Los Angeles, San Francisco and New York City. Each event features over 30 musical acts across multiple stages. The set-up of the festival allows for concert-goers to maneuver around the venue, making stops at vendor and sponsorship tents as well as food stands.
ExperienceConcert attendees will race each other in a live video game using two Nissan models connected to large projector screens in front of the cars. By “putting the consumer behind the wheel,” concert-goers will enjoy an authentic brand experience.
IncentiveA new Nissan car will be raffled off at each festival. Nissan will also give away Nissan-branded, reusable water bottles for attendees to use throughout their festival experiences and beyond.
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Social > Share victories on Foursquare or Facebook > Use event hashtag: #RockYourJourney> Visit and interact with microsite using
provided iPads
Other Areas in the Tent: > Representatives discussing the Young
Professionals Program> News on recent technological developments > Featured Versa to be raffled off
Shifting Perception
Promotions
Young Professionals ProgramThe Young Professionals Program will build on Nissan’s current graduate program, providing graduates with the opportunity to apply for unique financing options to aid them in the purchase or lease of a new car. These options (ex. cash-back, purchase plans) will entice the younger end of Nissan’s target audience to consider Nissan as an affordable choice for a new car.
To build upon this program, we recommend that Nissan pair with a national bank to provide these financing options for customers. Pairing with a reputable bank will make financing easier for the recent graduates so they feel confident in their purchases.
The Nittany Group recommends partnering with a national bank such as Bank of America or Chase.
25Powering the Purchase
Who’s Your Heisman?Public Relations InitiativeThe Who’s Your Heisman? Facebook promotion will fuel conversation about the brand while highlighting Nissan’s prestigious relationship with the Heisman Trophy Trust. Nissan’s target audience greatly values heritage and community, and this promotion will resonate by allowing them to show both their appreciate and recognition of influential people from their past. The Facebook application will link to both the microsite and the official Heisman website, with the promotion culminating around the Heisman ceremony in December 2013.
#myHeisman
Dealer Guide: Millennial EditionInternal CommunicationsTo better prepare Nissan dealers for success in communicating with millennials, we recommend creating a guidebook explaining some basic dos and don’ts—a Dealer Guide: Millennial Edition.
Millennial Dos> Do focus on unique technological features and media capabilities.> Do realize millennials have done their homework and will come in knowing
exactly what they want.
Millennial Don’ts> Don’t assume the millennials have an accurate idea of the price of a Nissan.
They tend to overestimate.> Don’t underestimate their ability to access information quickly.
Communications
26
How It Works1. Nissan fans will nominate their own personal
“Heismans,” those who have helped them succeed in their life journeys.
2. Voting will then occur on social media sites, with ten finalists being chosen based on the stories, photographs and videos they submit.
3. The winning Heisman and nominator will win an all-expenses-paid trip to the BCS Championship Bowl game in early January 2014.
Powering the Purchase
Campaign Schedule
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Media Mix
Spot Traditional TVCost: $45,606,320 Buy: Early fringe, prime, late fringe, cable Strategy: Flighting Rationale: Mashable.com reports the average 18- to 29-year-old African American watches an average of 172.58 hours of television per month (25% more than the average millennial), the average 18- to 29-year-old Latino watches an average of 110.96 hours per month and the average 18- to 29-year-old Chinese American watches an average of 81.4 hours per month. A 2011 Horowitz Associates study found that the average 18- to 34-year-old watches 149.4 hours of traditional television per month.
Online TV and VideoCost: $21,332,303 Rationale: 16% of TV consumption by millennials is through online channels. African American, Latino and Chinese American millennials are the highest users of online TV. According to eMarketer, approximately 85% of 18- to 34-year-olds use the Internet to watch online video which includes both professional and user-created content.
Buy: (:30) Interactive Strategy: Flighting
Buy: (:30) Commercial Strategy: Flighting
Online DisplayCost: $5,040,041 Rationale: According to Multicultural Marketing Resources, Inc., Latino and African American consumers are more likely to read and take action after viewing a banner or pop-up advertisement than their white counterparts.
Media SitesBuy: Banner advertisements
Strategy: Flighting
> MTV > ESPN Desportes> ESPN > People En Español> Latina > Maxim
Content NetworksBuy: Banner advertisements on network sites
Strategy: Flighting
> 8asians.com> MrsGrapevine.com> asianamericanadnetwork
Consumer Review SitesBuy: Banner advertisements on car-specific pages
Strategy: Flighting
> Kelleybluebook.com> Autotrader.com> Consumerreport.com
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PrintCost: $4,371,724 Buy: 1 PG 4/C Strategy: Flighting Rationale: 32% of all 18- to 29-year-olds in the US read magazines monthly. With more than two thirds of Latinos saying that magazine advertising helps them with their purchasing decisions, there is a heavy emphasis on Latino-focused magazines.
Digital and InteractiveCost: $510,000 Strategy: Continuous Rationale: Millennials have an average of 2.4 devices between smartphones, tablets, Wi-Fi music players and laptops, according to The Social Lites.
> Envision Nissan Microsite Cost: $100,000 Rationale: The Pew Research Center reports 99% of Chinese American, 85% of African American and 82% of Latino millennials “use the Internet regularly.”
> Millennial Social Media (EnvisionNissan/@EnvisionNissan) Cost: $90,000 for Third Party Management Rationale: YPulse reports 56% of all millennials use social media to find out what’s new with brands. 71% of Chinese Americans, 53% of African Americans and 52% of Latinos use Facebook at least weekly while 33% of all millennials use Twitter.
> Unlock Your Journey E-mail Blasts Cost: $220,000 Rationale: The Pew Research Center found that 61% of participants went online everyday to check e-mail.
> Mobile App
Cost: $100,000 Rationale: 51% of Latino and 46% of African American consumers access the Internet via a mobile device.
Promotions and PartnershipsCost: $2,124,990
> Interactive Bus Stop Cost: $1,900,000 Strategy: One Time
> Young Professionals Program Cost: No Cost Strategy: Continuous
> Virtual Capture the Flag Cost: $2,500 Strategy: One Time
> Rock the Bells Concert Series Cost: $222,490 Strategy: One Time
Media Delivery
Budget Allocation and PerformanceTraditional media, including spot broadcast, spot cable and national print, account for 53% of the overall budget, and are skewed heavily toward the tiered markets. The remaining 47% of the budget is allocated to non-traditional media. These media include online TV, digital banner displays, social media promotions and events focused in the highly concentrated Tier I markets. Despite the budget allocation percentages, nontraditional accounts for the majority of gross impressions–approximately 60%–due to the target’s high propensity toward digital media.
Tier Reach Frequency 5+ 10+
Tier I
Tier II
Tier III
US Balance
94.5
92.8
91.4
76.3
60.1
56.9
49.1
6.3
81.7
78.9
74.7
34.7
54.9
48.5
43.6
15.9
BDI
186
165
150
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Performance GoalsThe media mix primarily utilizes a flighting strategy with some continuous online elements.
> Flighting: Spot broadcast, spot cable, online TV/Video, print, online display and promtions
> Continuous: Digital/Interactive
We believe that high frequency is essential to drive the target to a purchase of this magnitude, which is quite possibly the largest of their lives up to this point.
Therefore, emphasis is placed on an effective frequency of 10+. Tier I alone will expose 59.4% of multicultural millennials to the campaign message 10+ times.
Media BudgetBudget Summary
Contingency
$84,985,378Working Media
$5,000,000$10,000,000
$99,985,378
Production
Total Spending
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Campaign Measurement
This campaign aims to guide multicultural millennials through the purchase process from building brand awareness to buying a new vehicle, and will be evaluated for message effectiveness, media delivery and growth in market share.
Nissan already has a strong foundation of brand preference and consideration in the multicultural audience. However, the more we can increase the understanding of the brand, the more we can increase the likelihood of purchasing a Nissan vehicle. Based on our research, the campaign will produce a 20-point increase in the amount of 18- to 29-year-old multiculturals who understand the Nissan brand from the current 45% to 65%.
The 45% understanding corresponds to the 28 million+ multicultural 18- to 29-year-olds in the United States. A regression analysis indicates that an increase to 60% understanding of the brand would correlate to 400,000-700,000 more multicultural millennials having the desire and interest in actually purchasing a Nissan vehicle.
Prior to launching the campaign, surveys will be conducted at the six-month and one-year benchmarks to eventually determine the degree of change in multicultural millennials’ comprehension of the campaign messaging.
Throughout the campaign, reach and frequency will be gauged in a variety of ways. Initial advertisements will be assessed according to quarterly post buy analyses to determine whether or not they are garnering the desired reach to truly fuel multicultural millennials’ interest in Nissan.
Traffic and click-through rates to the Envision Nissan microsite, as well as social media and consumer reviews, will be monitored to ensure that the desired connection with millennials is being built through our proposed online avenues.
Google Analytics and similar tools will guide how extra funds are allotted for our contingency plan. Our contingency plan leaves 5% of the total budget available if an additional boost in reach or frequency is needed after the campaign launches.
45% 65%
This campaign has the ability to exceed the original marketing and communication goals,
and increase Nissan’s multicultural market share by 1.2–2.3 points.
Digital Planning> Kyle Stein
Strategic Planning> Bernadette Staino
Book Designer> Kelsey Stratton
Consumer Insights Chair> Michelle Asmara
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The Nittany Group 2012
Convergence Chairs> Charlotte Miller and Ann Sciandra
Creative Chairs> Megan Prucnal and Kelsey Stratton
Media Chairs> Kara Bergman and Rachel Williams
Secretary> Alex Mattera
TeamLiz Beresford Sarah Bellido Tess Boyer Reid Broendel Cassidy Clauss Catherine Clawson Jessica Edwards Erin Gehringer Devon Gordon Curtis Harrison Karen Hoop
Sharon Kim Laura Kreiser Keely Lane Amy Mastrine Annette McCormick Shannon O’Connor Grant Shumaker Garrett Sodrosky Joseph Spina Sean Tubridy
Overall Chair> Natalie Episcopo
Advisor> Ken Yednock
Department Chair> Dr. Robert Baukus
Mentors> Dr. George Anghelcev and Ron Smith
