NSAC 2012: Nissan Plansbook

7/31/2019 NSAC 2012: Nissan Plansbook

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for your worldUNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

I L L I N O I S


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Were the ones with the new ideas.The ones who arent afraid to be different.

Having a vision means seeking beyond the ordinary,even if you have to break the rules.

No one has ever changed the world bybeing the same as everybody else....

We are Black Sheep Advertising.

02 Executive Summary

03 Research

09 The Big Idea

11 Connection Strategy

12 Invest

18 Involve

25 In uence

27 Media Distribution29 Campaign Evaluation

TABLE OF CONTENTS


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executive summarYTake a look around. You might become discouraged, disgruntled or dismayed at the state of the world. Both at home andabroad, we face nancial struggles, constant con ict and a general lack of hope for what lies ahead. For many, the future isscary, but the here and now is what really keeps them up at night. To Multicultural Millennials, the now is all there is. They are excited for what lies ahead, but live for today. How are they ableto live in the now when life can be so daunting? They live in their world. This is a world lled with family and friends, ups and downs, simple pleasures and complex problems. This is a world that isunique to each person, as no one has the same make-up of people, places or things surrounding them. That being said, eachworld carries similar themes of hope, passion, individuality and inspiration. Like the world at large, a Multicultural Millennials world isnt simple. It is a controlled chaos lled with many in uences from alldirections, but ultimately nothing and no one can de ne them. Every interaction and object must t that world by becomingan extension of the person at the center. How can Nissan t into the world of a multicultural millennial? By being what they need them to be. No car and, certainly, no brand will de ne this generation. Serving basic functions inextraordinary ways is the key into the world of a Multicultural Millennial. Letting them know that Nissan can and will be a partof their lives on their terms is what matters most. This is an angle Nissan can truly own because each model is packed with personality and unique innovations that maketheir world a little bit better. Competitors often focus on becoming the vehicle for lifes big moments, or make the mistake ofoffering one-size- ts-all models that arent compatible with each individual millennial. By shifting focus back to living for today on their terms, Nissan can and will become the vehicle of this generation.

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RESEARCh

OBJECTIVESBlack Sheep Advertising set out with four objectives to guide ourprimary research methods, allowing us to dig deeper into the lives ofAfrican American, Chinese American, and Hispanic millennials aged 18-29.

To understand how multicultural millennials view themselves,both as people and consumers

To determine what makes these consumers different fromthe general population in their car buying approaches

To develop a clear understanding of where Nissan currentlystands in the mind of Multicultural Millennials

To analyze how Multicultural Millennials make big purchasingdecisions

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primary research

Once we fully explored each objective, we were able topull key insights that would serve as the foundation for ourcampaign. Within such a diverse community of consumers, we rst hadto nd what, if anything, was tying them all together. We didthis using four research methods. The distribution of 700 surveys allowed us inside not only

the minds of our primary and secondary audiences, butallowed us to understand what the parents of these peopleare thinking as well. Conducting and analyzing 524 on-the-street interviews provided us with an idea of how car-buyingpurchases are made and who Multicultural Millennials turnto for advice when making such signi cant decisions. Sevenfocus groups and three undercover dealership interviewsfurther displayed the distinctly unique nature of thisgeneration.

Key Insights They consider family to be the most

important part of their lives; while they maynot aunt this fact, family is the rst aspectfactored into each and every major decisionthey make.

Approval is everything; though this audienceopenly rejects conformity and celebratesindividuality, they seek approval from theirfriends and family in all that they do, andgain that approval by being themselves.

They structure their own worlds. Theyembrace the in uences around them, but arenot de ned by them.

They want a car that will be an extension ofwho they are to the rest of their world.

They live in the now; the future is important,but the only way to get there is to live for

today.

700

524

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3

SURVEYS

ON-THE-STREETI N T E RV I E W S

FOCUSGROUPS

UNDERCOVERDEALERSHIPINTERVIEWS

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Black Sheep Advertising rmly believes that companies should no longer operate underthe idea that messages are sent to target audiences.

This would imply that people are static and unresponsive when, in reality, they makeup an active and participatory community both on and of ine. The only way for acompany to make an impact on people is to become part of the community by startinga conversation.

People arent dartboards

PRIMARY COMMUNITY: GENERATION NOwMulticultural Millennials arent de ned by any one thing. Their ethnicity is not an all-encompassing factor. They look to the future but arent daunted by it. Theyre excited.Enticed. But more importantly, they understand that its just that the future. Theyplan for the future and work towards it, but are focused on enjoying and succeedingtoday. Multicultural Millennials are de ned by the now and everything it entails: thepeople the people they surround themselves with, the passions they pursue, the placesthey journey to, and the experiences they encounter.

The InspirationalIs ready to purchase a car,whether it be their rst or nextvehicle. They have done researchand have the resources neededfor the purchase. They knowswhat kind of car will best t theirneeds, and look for the nod ofapproval from family and friends.

Is excited to be in the market for what is probably theirrst car. They do not yet have the ability to nance the carentirely on their own, and will be relying at least partially onanother (frequently a family member), for some monetarysupport. The Aspirational seeks approval not only becausethey need nancial support, but also because they trustthe thoughts and opinions of their family above all others.They are looking for a car that expresses who they are,and that will t into the life they lead.

The aspirational

Secondary Community:Generation now at LargeGeneration Now can be expanded toencompass all millennials within the 18-29age group. Through extensive research, wefound that the mindsets of MulticulturalMillennials did not differ signi cantly fromthe general millennial population. Theinherent uniqueness and need for approvalspans across the entire generationsmindsets.

tertiary Community:The facilitatorsBecause buying a car is such a largecommitment, Generation Now frequentlyturns to their parents for both advice aswell as nancial support. When helping tofacilitate an automobile purchase, parentswill want to have a say in what theirchildren are driving. Because of this heavilyin uential factor, they must be connectedas well.

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Theyre saying it wrongToyota, Honda, and Hyundai have all been cited as some ofNissans top competition. Their sales and brand recognitionamongst Generation Now are some of the best in the game. Why is that?

In their worlds, Generation Nows parents always drove aHonda Civic or a Toyota Camry, so those brands are familiar from anothers world. They havent found a car that tstheir worlds yet. As these brands shift their focuses to Generation Now, theyhave positioned their cars as the vehicles of the future andwhat they think Gen Now needs to accomplish before lifesbig moments occur. They say we need to make leap lists aswe are moving forward in the game of life.

The future will always be there, but the here and nowis exciting and eeting. There is no time stamp andcertainly no deadline on Gen Nows pivotal occasions.Sometimes, the best moments are the ones you cantplan for. Nissan can be different. By showcasing uniqueinnovations and how they relate to Generation Nowtoday and everyday, Nissan can become a part oftheir world.

For Generation Now, Its Never Too Late...

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one size does not fit all

Generation Now is 50% more likely than any other community to seek acar that they believe accurately expresses who they are. Brands like Fordand Chevy only offer one style of vehiclestrong and simple. Gen Now hasa broad mindset and a variety of needs which s imply arent met within aone-size- ts-all car brand. This community likes to make choices, and theonly way to make a smart choice is to consider options.

By offering an unmatched variety of models that include a host of unique innovations, Nissan canappeal to Generation Now in a way no other brand can.

Generation Now sees themselves as having a strong foundation of core values, but are still able toexpress their unique personalities through their passions, interests, clothing, and so much more. Afterconnecting with Nissan, Generation Now will have met its match. And thats a good thing.

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Get in their circle

momdance teacher

obama

older brother

foodparties/gatherings

traditionsiblings

strong work ethic

perseverence

honesty

proud parents

long-distance

communicationhigh school sweethearts

individuality

support

sporty

thrifting

fashion blogs

urban

food service

baby-sitting

interviewing

internships

resums

life-guarding

applications

greek life

in / out of state

campus size

clubs

whalesfailuresarcasm

pranks

new girlsnl

30 rock

tv

self made

hip-hop

spotify

shazam

dubstep

electroindie

genre

ofwgkta reggaeton

festivalsinside jokes

venting

nights outnights in

FEARS

HUMOR

VALUES

FAMILY

RELATIONSHIPS

WORK

SCHOOL

MUSIC

FRIENDS

STYLEROLE MODELS

GENERATION NOW

To many, Generation Now is a mystery.50% think their car should represent theirpersonality. 45% want their car to catchpeoples attention*. They reject conformity,but constantly seek approval from family,friends and even strangers. How can theybe such individuals while seeking egoboosts from Facebook likes and re-tweets?

The only way they get this approvalis by being themselves. Whether itbe volunteering, playing the guitar orstarting a career, Generation Now followstheir passions. They seek to create aunique identity, but also want to besupported and encouraged along the way.

To others these in uences may seemcon icting, but together the peoplethey surround themselves with and thepassions they pursue shape their world.Understanding the complex make-up ofGen Now will allow Nissan to t right in.

*Simmons Market Research Bureau

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The Big IdeaGeneration Now respects authenticity. They dont want to bemislead or coerced into being someone they are not.

Nissans message will give Generation Now the opportunityto connect with them by featuring relatable characters withpersonality, depth, and an element of truth.

This campaign will not only resonate with Gen Now, but showthem that their Nissan can become more than a part of theirlife. By showcasing a variety of unique innovations in relevantways, this message will show that a Nissan can become anextension of its driver to the world around them.

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for your world

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Connection strategy

Invest

Involve

Influence

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As technology charges forward, it has become increasingly dif cult to capture theattention of Generation Now. The goal is to reach them with more than a traditionaladvertising relationship and connect with them on their terms.

By combining traditional approaches with innovative mediums that allow for self-expression and interaction both on and of ine, Nissan can seamlessly t into Gen Nowsworld. Approaching them as a community to connect with instead of a target to aim atallows Nissan to start a truly meaningful conversation.

Purchased to share, not to show. The purposeof this media is to spread Nissans message tothe greatest number of people.

Media used to engage potential and existingNissan users through a strong digital focus.This media is the most critical because itconnects consumers to the brand and opensup the conversation.

Messaging that allows consumers to interactwith Nissan will ultimately change opinions ofthe brand that seamlessly ts into their lives.


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Invest

PUt it in motionTelevision allows its viewers to spend hours absorbingdifferent personalities and lifestyles. Nissan will placemessages on various shows that Gen Now tunes intoon a regular basis as well as product placement in theirfavorite premium programs.

ProgramsAfrican Americans: VH1, BET, Spike TV,Comedy Central, ABC Family Channel

Chinese Americans: CNBC, Travel Channel

Hispanic: Galavision, MTVTr3s

Overlapping: ESPN, Food Network, TNT,

Discovery Channel, A&E, CNN, MTV, TBS

About 20% of multiculturals watch 46+ hoursof television a week.

57% of multicultural households are sub-scribed to cable television.

25% of HBO and Showtime watchers areages 18-29

FACTS

ProDuct PlacementHBOs True Blood and Showtimes Dexter

TIMING:March 2013 - April 2014

Two 30-second television commercials will be produced. Both featureGeneration Now-ers capturing and building their own worlds on a bulletin

board. Above is a storyboard for the spot revolving around the life of acollege student and a bump along the way.

TV spots

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Simple & EffectiveGeneration Now is always looking for the latest styles, sports news, and celebrity gossip to keepthemselves in the know. Nissan will be placing full-page ads in the highest rated magazines among

these trendsetters.

Magazines

African Americans: Ebony,Essence, Jet, Brides, O theOprah MagazineChinese: TimeHispanics: Latina, CosmoLatinaOverlapping: Cosmopolitan,People, Vogue, ESPN theMagazine

TIMING:April 2013 March 2014

23% of Multiculturalsread 13 or more

magazines a month 25% of millennialsread 13 or moremagazines a month

Multiculturals makeup 35% of all heavymagazine users

FACTS

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Through the airwavesHaving the newest music and latest news is veryimportant to Generation Now. Both on and of ine, radio

is a medium they often tune into as they maintain theirsocial, trendsetter statuses.

Stations:60 Morning Spots in top 50 MarketsPandoraSpotifyAll Westwood One Networks (Vh1, MTV,BET, ET, Acces Hollywood, Marketwatch

TIMING:April 2013 - March 2014

FACTS 43% of millennials listen to 11+ hours of radio per week About 20% of multiculturals listen to 22+ hours of radio per week Of those who listen to 22+ hours per week, 28.2% are multicultural

phone rings

Terryanswers

Chris whats up?

ChrisHey whatre you doing?

TerryJust got off work, heading home.

ChrisNo youre not. I nally got a gig tonight and

youre going to be there

TerryOh no way, congrats man! Wheres it at?

ChrisDowntown at Nellis. I go on at 7. Dont be

late.

TerryYou got it. See you there.

hangs up

Terryheard hitting voice command button

Places: Nellis Pub

VoiceoverThe exciting part of life is you never know

whats coming next.Nissan For Your World

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on the road

BillboardsBillboards spice up any dull highway trip with eye-catching visuals and creative brand communication.The unique messaging on Nissan billboards will reachmillions of travelers - especially older generations whoare the main in uencers in car buying decisions.

CitiesLos Angeles, CASan Francisco, CASacramento, CAWashington, D.C.Miami, FLAtlanta, GA

Chicago, ILNew York City, NYPhiladelphia, PADallas, TXHouston, TX

TIMING:April 2013 - September 2013

FACTS 38% of millennials drive 200+ miles per week 16% of multiculturals drive 300+ miles per week 33% of multiculturals drive 200+ miles per week 45% of the parents of millennials drive 200+ miles per week

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Digitalthere and back


TRANSITThe younger members of Generation Now relyheavily on public transportation for the majorityof their travel needs. Placing bus shelter displays,external bus covers, rail station posters, anddisplays inside rail cars will allow Nissan to reacha high percentage of those who are exposed totransit systems on a daily basis.

CitiesLos Angeles, CASan Francisco, CASacramento, CAWashington, D.C.Miami, FLAtlanta, GA

Chicago, ILNew York City, NYPhiladelphia, PADallas, TXHouston, TX

FACTS Over 3.1 million people use Rail

transportation each month With these 11 cities, we are

reaching more than 24 millionmulticulturals daily

Over 48% of Generation Nowsays they notice the ads ontrains

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Your world wide web

Websites

Generation Now thrives on the constant access they have to the Internet.Whether they are e-mailing, streaming videos, or checking the weather,their huge presence online gives Nissan the perfect opportunity toincrease visits to the Your World microsite.

African Americans: See AllChinese: Windows Live Hotmail, CNN.com,Yahoo! Sports, CNET.com, Expedia.comHispanic: Univision.comAll: YouTube.com, Yahoo! Mail,Yahoo! News, Ebay.com, ESPN.com, Amazon.com, Weather.com

To the right is an example of a page takeoverof Yahoo! Mails landing page, an e-mail serviceheavily used amongst Generation Now


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shift the way you connectTodays world is a crowded landscape of brand messaging. As Generation Now is bombarded with

these messages, they have become increasingly selective in the brands they choose to interact with.In order to truly become part of Generation Now-ers worlds, Nissan must complement the people andpassions that are most important to them.

The For Your World campaign allows Nissan to shift the way they interact with Gen Now by offeringa space that allows each individual to share their life passions online, and in the process, earn realrewards.

Involve

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Whether it be music playlists, trendy clothing, or community involvement, Generation Nowde nes themselves by their passions and what they do. The thing that really sets Gen Nowapart from older generations is that they share experiences with the world as they happen.

Yourworld.nissan.com

By nature, Generation Now must feelmotivated to interact with a brand inorder to actually do so. The Your Worldmicrosite will appeal to potential andcurrent Nissan drivers - enticing them to

join the community as each post, share,and interaction will result in Nissan Points.These points can be spent towards reallife rewards such as maintenance andaccessories for current Nissan drivers andused for incentives for future buyers.

The Your World campaign microsite willact as a hub for Gen Now to post, share,and connect with others all over thecountry. The landing page includes portals

that cover Gen Nows most commonpassions: food, style, technology, music,and art. Additionally, a My Nissan sectionwill allow users to engage with the brandand the campaign and show why Nissan istruly For Your World.

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CLOUT IS KING

music.yourworld.nissan.comHere is an example of the music portal of theYour World microsite.

For Nissan to seamlessly become a part of GenNows world, it must be easy for participants tointegrate activity from other mediums into theirNissan pro le. For example, music users will earnNissan Points for creating a playlist on partnersites such as Turntable.fm or Pandora that will beintegrated into the music section of their world.

As the most connected generation ever, Generation Now has become a community in whichsocial clout is the true currency. The Your World site interface allows for quick and easyinteractions between participants with common tastes. The more people participants bringinto their world, the more prominently featured they will be on that page. In the case of music,participants whose playlists get the most listens will be featured in the music feed.

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THEIR WORLD IN THEIR HANDNissan currently has an outstanding app that is easy to navigateand relevant to consumers. The best way to strengthen Nissansrelationship with Generation Now is to give them an outlet ofexpression through the brand.

By nature, Generation Now is all about living for, well, now.Nissan can allow participants to update their Your Worldpro les with real-time activity straight from their mobiledevices. Similar to Facebook Mobiles in nite scroll statuses,the Your World mobile app allows users to receive updatesfrom others wherever and whenever. Users can also lter themost popular and recent posts in each category and followwhat other participants are doing.

Your World App

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Facebook

FourSquare

Just like Nissan, Facebook continues to beinnovative with the way company pages arepresented. To incorporate the Your Worldmicrosite on the Nissan Facebook page, werecommend placing a tab on the timeline thatis dedicated to the microsite for followers togain entry to yourworld.nissan.com in morethan one location.

Additionally, the winners of various promotional

events and frequent microsite users will befeatured on Nissans timeline to show whatthey have won, what they have posted, andwhere to nd more information about theposts. This will lead to an increase in micrositeparticipants for Nissan to connect with.

Nissan currently lacks a solid brand presence onthe location-based social networking site andmobile application, Foursquare. Foursquare enablesparticipants to check-in at locations and share withfriends. Upon check-in at a Nissan dealership, userswill be able to access more points and codes, getdiscounts from the dealership, or receive coupons forauto maintenance. We recommend placing check-inreminders at the entrances and waiting rooms of thedealerships.

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and at their fingertips


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Tour Your World

For Your TastebudsFrom the terrible-twos to the never-ending carpools, parents never seem toreceive that quality time they crave with their kids. Nissan can restore some of thattime through a contest allowing Gen Now and their parents to co-create a videoshowcasing their favorite family recipe and what it means to them. After submittingthe video to the Your World microsite contest, the top three nalists will get theirfamily recipes sold out of Nissan food trucks at the Taste of LA. The winner willget the opportunity to co-host an episode of Not My Mamas Meal on the CookingChannel.

Cooking has forever been one of the purest forms of self-expression. Gen Nowhas the ability to work with their family on something they love, and the chance to

showcase their creation to their friends and networks their world.

For Your EducationAs Gen Now becomes more educated, they are also falling into debt. To helpwith this uphill battle, Nissan will partner with the Gates Millennium College Fund.This sponsorship will be a contest in which an adult and friend submit a videorecommending a Gen Now candidate for a scholarship. The video will highlight how thestudent has creatively impacted his or her community through innovation, hard work, andleadership. Nissan will then choose 50 winners nationwide and award them with $5,000to be used for their student loans and $5,000 to be used in their communities.

Nissan has the chance to help exceptional individuals attain their educational goals.Parents and millennials alike will appreciate Nissans effort to make higher educationfeasible for Generation Now.

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TIMING:May 1 - May 31, 2013

TIMING:early September 2013

Gates Foundation


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For Your pointsMuch of Generation Now is brand new to the car buying process. Many have never even been to a dealership, and those who haveoften leave feeling cheated. Nissan plans to change this by offering the For Your Points promotional event. This allows users of theYour World microsite to double their Nissan Points by visiting a dealership during the last 7 days of each month from March-Mayand August-October. Running this promotion nationwide will encourage Generation Now to go to a Nissan dealership, often bringing along a parent.The opportunity to double their points allows Gen Now to obtain the rewards they wantwhether that be a car, maintenance orsomething unexpected. Most importantly, they leave with a positive dealership experience.

From the Beatles to Bieber, bridging a musical gap is never easy. For YourTunesgets parents to call into radio stations on behalf of their children(18-29). Once enrolled, the team of two competes in a musical battleinvolving trivia spanning both generations. The three winning teams willreceive a pair of tickets to music festivals in the sponsored cities as wellas access into Nissans For Your World VIP lounge.

Using music apps second only to games, Gen Now is more likely than everto express themselves through what they listen to and share. Competing inthe promotion bonds parent and child while making Gen Now participantsthe envy of their friends.

Music Festivals include: Coachella in Indio, CA; Lollapalooza in Chicago, IL& ULTRA Music in Miami, FL

For Your Tunes

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TIMING:mid-April 2013, mid-June 2013, early August 2013

TIMING:March - May, August - October 2013


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Influence

Best kind of Buzz

cover the Cab in TweetsOf the 13,000 taxicabs Nissan will launch in New York City in2013, 100 will become specialized Twitter cabs that allowGeneration Now to tweet about their rides on a touch screenonce they hop in. Their tweet will be displayed on a tickeron top of the taxicab until they reach their destination. Mostimportantly, from 2 a.m. to 4 a.m. these special twitter cabswill become safe rides that will take each passenger homesafely, free of charge. At the end of the promotion, each taxiwill be wrapped in the tweets sent from it throughout theholiday season. This will be the rst taxicab that allows itspassengers to make their rides as unique as they are.

What would you dowith that money?

From its Twitter and Facebook accounts, Nissan would share:The Nissan Leaf saves you $2,400/year by not having topay for gas. What would YOU do with that money? Fromthose who respond, Nissan would fund a randomly chosenwinners request while creating a viral video to share on themicrosite. On top of ful lling the winners wishes, Nissan willalso give $2,400 to his or her family to use for any neededexpenses. This allows Generation Now to showcase theirpersonal interests while also sharing their success with theirfamilies.

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Dealership ExperienceGeneration Now knows what they want, and they do their

homework. With instant access to the Internet, the number ofinquiry-to-purchase visits have been cut in half. Even armed withresearch, they still have a deep fear of being duped by dealers. Theywant answers and are eager to learn, but they are concerned theyllbe treated not as a person, but simply as a paycheck. Nissan cancapitalize on their already excellent dealer protocol by continuing totreat Gen Now like any other buyer.

This begins with retiring the term salesperson. Instead, Nissan willemploy Advisors who will guide and assist Gen Now as they ndthe right car for their world. With promotions that bring Gen Nowand their parents into dealerships, Nissan will build an awareness ofthe conversations they create in place of yesterdays hard sell.

As a young person, I alwaysassume they are going to jipme off

Lisa, 21, Latina

I feel like the sales person,as knowledgeable asthey are, or can be, arebiased towards pushingsales, and therefore, arenot the best source ofinformation

Richard, 24, Chinese

I dont know much about cars.They are probably trying to giveyou the worst deal-Brittany, 21, African American

Most Generation Now-ers arebringing family members alongas they search for their cars,both for moral and nancial

support. Because of this familialin uence, we looked to theirparents and what they had tosay.

Reputation/Word of MouthLack of Pushy Salespeople

55%

76%

Negative Experience

Have helped or expect to helptheir child nancially with their

car purchases

car dealership preferenceis influenced most by:

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Media Map

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Media distribution

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Campaign EvaluationQuantitative Track unique visitors to yourworld.nissan.com throughout campaign Track page views on each campaign microsite page through deep

linking Increase online advertising direct response through increasing

conversion rate of impressions to new members on yourworld.nissan.com

Measure increase in consumer involvement with the Nissan brandthrough Facebook participation and Foursquare check-ins

Track number of downloads and usage of Your World mobile app Analyze increase in Nissan keyword searches within search engines

throughout duration of campaign Conversion rate of unique visitors to yourworld.nissan.com and

resulting new members Decrease in bounce rate for yourworld.nissan.com and nissanusa.com

during new campaign Increase in SEO effectiveness from yourworld.nissan.com raising

Nissans rank in a search engines organic listings

Qualitative Redistribute survey six months after the new campaign

is launched to compare previous and current attitudes ofGeneration Now toward Nissan

Conduct focus groups throughout campaign to observechanges in Gen Nows perception of Nissan as a brand

In-depth interviews with Generation Now purchasersof Nissan vehicles in 2012 for better understanding ofin uencing factors in their car buying experience

Observe increase in Gen Now dealership visitors fromrevamped dealership experience

Key performance Insights Increase market share of multicultural market by 1% within

scal year of new campaign with benchmark of .5% aftersix months

Increase total market share by .5% within scal year of newcampaign with benchmark of .25% after six months

Increase share of voice of each individual ethnic group by3% within scal year of new campaign with benchmark of1.5% after six months

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Feedback

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Once the For Your World campaign was complete, we got feedback from vari-ous Generation Now focus groups to see how it resonated with the community.

All participants were encouraged to give their honest opinions towards thecampaign, and they had a lot to talk about. Good news was over 82% of it waspositive. Heres what got them talking:

Fit Their WorldsI can de nitely see where Nissan is going with this. I thinkits an interesting route for a car company to take.

I really like this campaign. Nissan sounds like theyve got agreat car for anyone.

The microsite sounds pretty cool. Id go check it out andpost if I could get stuff out of it.

This campaign is very refreshing coming from a car com-pany, it has a very different approach to it.

I feel like I could see myself in this campaign. That was re-ally cool..

My friends and I love going to music festivals, so winningVIP passes is de nitely something I would enter a contest towin.

I think the ads are really cool. They bring back a lot of oldmemories.

Didnt Match UpThis is some awesome stuff but weve alwaysbeen a Toyota family and Im sticking to that.

I just dont think this would stop me from carpooling with my brother.

This is cool, but I just dont have the money fora car right now. Besides, I live in the city andmostly use public transportation.


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Thats a wrap

While Nissan is widely seen as the most innovative car brand around, the realtask is making these innovations matter to Generation Now. Gen Now seeksreal, authentic connections before making major purchasing decisions. Theyalso want to make choices that make sense for them as well as the worldaround them. By showcasing these unique innovations in relevant ways thatt their world, Nissan will become the go-to car for Generation Now.

Summarycost Distribution

Print: 8.9%

Television: 21.9%

Traditional Radio: 1.4%

digital Radio: 4.9%

Internet: 14.6%

Outdoor: 31.5%

Buzz & Promotions: 1.8%

Production & Agency Fees: 15%

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Thank you

Account Directors

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Media Creative & Production

Colleen BuddKristen Gray

Hannah Hammer

Abby BatisBrian DorobaAshley Gear

Nicole HammondsMargaret Johnson

Lauren LaDukeJoanna Mirowska

Abbie WelschTom Yadron

John BuysseJeffrey EtterKelsey GrandiColleen Baisa

Research

DigitalChristina Minju

Jen MossChristina RheeKate SwanbergDebbie Wong

Natalie BorzekaAli Georgelos

Lisa IvyLinnea Fox

Marissa Jaeckal

Elizabeth DunneNathan Hsieh

Thomas HinkampJennifer Kim

Christina Minju

Faculty AdvisorSteve Hall

Junior Chairs

Monica BehrmannHannah Ryan

12-Point SignWorksAmerican Public Transportation As-

sociationArbitron

Blue Line MediaClear Channel Media

CMI: Center for Marketing IntelligenceCoachella

Electronic Displays, InciStock.com

LollapaloozaMintel

MRI/Mediamark

NielsenPew Research CenterRADAR Ratings and Impressions

Simmons Market Research BureauSQADSRDS

Starcom Magazine Investment GroupThinkStock.com

Tube MogulUltra Music Festival

Sources

Sarah LohrChloe Micek

Rachel PerzekJoe Saplis

Haley Sandroff

PromotionsMichael Bojda

Andrea CamposSarah ClausiusDanielle Dancu

Monica Dobrowolski

Olivia HovingMelanie KutaChristina LeeDebbie Wong

And special thanks to AAF Illinois, Brittany Duff, Patrick Vargas, & Peter Sheldon


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Date post:	04-Apr-2018
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NSAC 2012: Nissan Plansbook

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