NSAC 2012 Plans Book

Exe cu ti ve Su m m a ry

Innovation is more than technology. It’s about relationships and personal connections.

We redefine innovation on a personal level.

Your target audience has shared personal experiences from their youth that cross

cultures; in some ways, they are more alike than they are different.

Nostalgia connects them to their past experiences, to each other, and to your brand.

With lasting personal connections you gain brand awareness and favorability.

The result: increase in market share.

Table of Contents

Campaign Strategy

Creative Strategy

Media Strategy

Our campaign builds on your Innovation for All core brand position

2

11

18

1

Combine [technology] with the

excitement we bring through our

products and the breadth of our product

range… Nissan stands for innovation

and excitement for our customers.2

I n n o va ti o n For Al l , M o vi n g B e y o n d Va l u e

2010 marked a shift in Nissan’s messaging from value

to innovation. Your extensive lineup with “... five all-new

models [coming out] over the next 15 months,”1 boasts

the best in technology, safety and design.

N i ss a n Ex e c u t i v e V i c e P r e s i d e n t A n d y Pa l m e r

“ “

2

I n n o va ti o n: It’s A n I d ea To oOur research found that technology is only a small part

of what Multicultural Millennials consider innovative.3

You are more than an automobile manufacturer, so

we’re repositioning you as a brand that connects with

consumers through culture, community, family and friends

for a simplified customer experience.

That’s innovation.

92% of our focus group considers “a new idea”

innovative. Interestingly enough, they mention brands,

not specific products. They name brands like Apple and

Facebook as leaders in innovative ideas.4

3

I n n o va ti o n: A n O ve ru se d Te rm?

For years, the automotive industry has used the term “innovation” to describe

technical advances. How can Nissan retain its “Innovation for All” position and

distinguish itself from its competitors?

Under the “Innovation” tab on the Ford

website: “Ford shows its commitment to

innovation throughout our vehicle lineup

– in outstanding fuel economy, and

head-turning style...”7

Honda’s “innovative” mission is to

“develop forward-thinking technologies

that anticipate and satisfy the needs of

people in the future.”6

Toyota promotes technical innovation,

such as an Advanced Guidance

Parking System and steering wheel

touch controls.5

4

24% of Multicultural Gen-C says “technology use”

makes their generation unique.9

Three out of four have a profile on social networking sites.10

However, it’s about more than technology for

technology’s sake; it keeps them connected in ways they

were never connected before.

I n n o va ti o n R e d e fi n e d

We propose you redefine “innovation” by connecting with

MC Millennials.

Make every interaction and touch point personal.

Make MC Millennials’ customer experience simplified

to create a lifetime relationship beyond the initial sale.

Build on the Nissan customer promise to make

your brand an extension of their individual cultures,

communities, families and friendships.

Equating “innovation” with technology doesn’t

capture its potential. It’s time to redefine

“innovation,” and create a unique position for you.

Nielsen recently dubbed millennials

“Generation Connected,” or Gen-C.8 For them,

technology is their second language; it comes

intuitively. Their universe is digital and they’re

governed by connectivity. Our research shows:

Nielsen recently dubbed millennials

“Generation Connected,” or Gen-C.

5

70% of MC Gen-C feels that once they find the company

or product they like they keep coming back. The more the

brand fits their lifestyle the more inclined they are to build

personal identification with it.11

The winners in building sustainable brand loyalty with MC

Gen-C will be those who break through the information

overload to deliver value at the individual consumer’s level.12

For example, Zappo’s believes, “You must do

something that’s above and beyond what’s

expected. And whatever you do must have an

emotional impact on the receiver.”13

The case study points out the general attitude of

MC Gen-C as self-assured, confident, secure and

adventurous. This target enjoys keeping in touch with

family and friends.

In a culture inundated with technological

innovation, the MC Gen-C consumer longs for

experiences that are straightforward, effortless

and simple. They value relationships above

commodities and memorable experiences above

momentary novelty.

This campaign is an opportunity for you to redefine

innovation. Give the MC Gen-C exactly what they are

looking for: relationships that extend from their culture to their

communities, families and friends.

6

How do you appeal to the most ethnically and racially diverse group in the nation’s

history? Our focus groups believe: “Family comes before everything else.”14

Yes, the MC Gen-C’s cultural identity gives them purpose. They respond

to messages that are a direct reflection of them. According to PolkView

research, MC Gen-C is more connected to their culture, community, family and

friends than any generation before.15 Technology helps them sustain these

connections. Your appeal to the MC Gen-C connects you with a distinctive

passionate culture.

77.1% define the car buying experience as complex.16

53.4% gravitate to brands and companies that make them feel valued.17

MC Gen-C members are impatient multitaskers with little time to

waste. This is reflected in their purchasing habits. They want an

experience that is thorough and uncomplicated. Simplified – not

simplistic. Our survey says:

I n n o va ti o n: Co n n e cti n g wi th a Co n n e cte d Gen e ra ti o n

7

91% of MC Gen-C feels it’s important for car companies to offer websites that

give a full view of purchase options. Just as important, 91% of MC Gen-C relies

on meeting with the dealer in person.18

Family and friends are most influential in decision making for this

demographic. While 65% of MC Gen-C seeks advice from third-party consumer

sites, family and friends affect 87% of the MC Gen-C purchases.19

AS CONSUMERS

8

Al i g n e d wi th N i ssa n ’ s Po we r 8 8

PILLAR ONE: STRENGTHENING BRAND POWER

“Nissan will raise the level of interaction with its customers to

create a world-class standard of service that will help build lasting

relationships with every Nissan and Infiniti car owner.”

N i ss a n A n n u a l R e p o r t 2 0 1 1 , P o w e r 8 8

9

B u i l d a La sti n g Co n n e cti o n

Redefine the concept of innovation to make it a true point of difference for Nissan

Create a truly innovative Nissan customer/brand experience as a powerful

extension of your Nissan customer promise

Connect Nissan with MC Gen-C through culture, community, family and friends

Establish lasting favorability of the brand with MC Gen-C over the next fiscal year

CAMPAIGN OBJECTIVES

10

M o vi n g N i ssa n Ah ea d

Our campaign moves Nissan along a continuum in multicultural

marketing, reaching the highest level: respect.

RESPECT

Mutual understanding and genuine appreciation for similarities

and differences; meeting on common ground.

Interacting.

ACCEPT

Reaching out; building relationships.

Communicating with them.

INCLUDE

Acknowledging others.

Communicating to them.

TOLERATE

Indifference to others; condescending.

Little to no communication.

Respect

Accept

Include

Tolerate

11

INNOVATIVE CREATIVE: CONNECTING WITH MC GEN-C

We connect you with MC Gen-C – who they are and where they’ve been. While

they may have individual cultural and family experiences, most 18-29 year-olds

look back at their childhood through their community and friends. Today may

be the first time they’re old enough to look back with a sense of nostalgia.

The decade of their growing-up years – the 1990s – are shared by all MC

Gen-C members across ethnicity and culture. Our focus group research20

found that target MC Gen-C groups – African Americans, Hispanics and Asians

– share common memories from their childhood. Those common memories

revolve around music, TV and activities, and forge a strong bond among

individuals in this group.21 Mention Rug Rats, Beanie Babies or ‘N Sync to MC

Gen-C and there’s an instant connection. They hold on to these memories as a

momentary escape from their busy lives, as a reminder of simpler times, and

as a way to feel connected.

Our creative incorporates themes shared by MC Gen-C. Universal milestones

that build upon common bonds, intimacy and a strong emotional pull.

Connecting with MC Gen-C on this level is truly “Innovation for All.”

Crea ti ve St ra te gy

12

CONCEPT

TONE

Sh o wi n g th e Co n n e cti o n

MESSAGE

Our message to MC Gen-C is that Nissan defines

innovation as a customer experience that makes their lives

simpler; Nissan connects with them on a personal level.

MC Gen-C has fond memories of this feeling from their

youth; Nissan is rekindling it for them now through their

campaign and customer experience.

COPY

The headline, “Stay Connected with What Matters”

plays on MC Gen-C’s connectedness. It supports the

link between a consumer’s emotional connection to

what he or she recalls fondly from childhood and the

Nissan brand.

The color shared between the images and the subhead

“Innovation for You” makes a direct connection

between the MC Gen-C consumer and Nissan brand.

TAGLINE

The tagline retains Nissan’s brand equity in

“Innovation for All.”

A windowpane layout supports a simple story:

We arrange photos in a grid and use filters and

other overlays to create a nostalgic feel similar to a

scrapbook or Instagram.

The primary image focuses on an MC Gen-C consumer.

Images in the secondary panes link the consumer to his

or her youth: happy, simple, carefree. It’s an emotional

tie that connects MC Gen-C to the innovative Nissan car

buying experience.

A single pane in the grid makes the connection to one

of the Nissan Core Models.

MC Gen-C members have an emotional connection

with their past, specifically with the 1990s.

Memories of childhood provide them a sense of

happiness, comfort and simplicity.

We play on this by using a nostalgic tone that

connects MC Gen-C members with each other and

with the creative executions.

13

HEADLINE

ARTWORK

COPY

TAGLINE

Pri n t AdFOUR SIMPLE ELEMENTS

14

Tel e vi si o n S p o t

VO: “Angie always knew what she

wanted ... Food ...”

Visual: Angie is holding her mom’s hand

as she picks a red lollipop.

VO: “Fashion.”

Visual: Angie is modeling a red

dress in front of the mirror while her

friends look on.

VO: “Angie” (said dealer)

Visual: Dealer is seen talking to Angie

to snap her out of her memories.

STORYBOARD

15

VO: “The red one is for me.”

Visual: Shows Angie smiling then

saying her line.

VO: “We kicked dealer games to the

curb. Just pick a color. That’s how

Nissan defines innovation.”

Visual: Dealer holds out the keys and

Angie grabs them on her way to her

new red car, happy with the experience.

VO: “Stay connected with what matters.

Innovation for you. Innovation for all.”

Visual: Tagline and Logo

16

Crea ti n g a n I n n o va ti ve Cu sto m e r Ex p e ri en ceWe asked MC Gen-C what can be done to create a more favorable car

buying experience. They want a different relationship with the dealership; an

experience that’s uncomplicated, enjoyable and welcoming.

Specifically, our survey results show they are looking for. 22

We recommend you implement these major operational

changes throughout the brand:

No haggle pricing.

A simple straightforward loan structure.

Streamlined buying process.

Comfortable customer environment.

A sales team that listens to and understands customers.

While these recommendations represent sweeping

changes and a major brand-wide commitment, they set you

apart as a true innovator. Introduce operational changes

through your existing training programs and employee

communications.

54%

42%

44%

47%

33%

35%Easy-to-understand/No haggle pricing

Simple loan structure

Supreme customer service

A streamlined process that doesn’t keep you waiting all day

A comfortable environment catered to you

A sales team that listens and understands you

17

DEALER MERCHANDISING AND

PUBLIC RELATIONS CO-OP PROGRAM

We recommend a dealer co-op program to support your

community partnership initiatives. We put co-op tools in

dealers’ hands to help them conduct public relations and

merchandising programs at the local level. Your local

Nissan Community Connection Coordinator provides

direction on implementing the tools.

Your dealers as community partners create a truly

personal and innovative Nissan customer/brand

experience. This leads to improved favorability, lasting

relationships and increased MC Gen-C market share.

Nissan will renew its focus on

the overall customer experience

through actions that elevate its

brands’ power and sales power.

N i ss a n A n n u a l R e p o r t 2 0 1 1 , P o w e r 8 8

“ “

18

INNOVATIVE MEDIA PLAN BUILDS RELATIONSHIPS

Multicultural Gen-C is a community. They transcend tolerance and acceptance;

they welcome everyone. MC Gen-C values what family and friends say.

Feedback becomes shared consciousness. It influences everything MC Gen-C

does, thinks and feels. Nissan joins this community with our integrated campaign.

We understand that MC Gen-C lives on the move.23 Mobile technology is a

given; it’s how they connect. MC Gen-C deals 24/7 in news, community and

especially relationships. They use Facebook and Twitter to discuss what

they see on TV or on the street. Mobile devices replace DJs, TV anchors and

librarians. MC Gen-C goes into the world equipped to receive information.

Then they share it.

We know how to include you in their conversation:

The campaign kicks off during the Super Bowl to capitalize on its viral

effect. MC Gen-C shares and discusses your spot online for weeks. Our

community involvement campaign begins after the game ends.

Nissan’s community involvement and social mission go directly and visibly

into communities to build relationships based on mutual trust when MC

Gen-C includes you in their social media dialogue.

Web and out-of-home advertising reinforce all media channels.

Advertising on mobile apps puts Nissan into the palm of their hand.

Broadcast television buys support digital.

Radio reaches MC Gen-C in the car.

Print ads in magazines increase exposure to MC Gen-C.

Nissan strives to

support this vision by

not only offering our

customers unparalleled

products and services,

but by improving the

quality of life in which

Nissan operates.

N i ss a n w e b s i t e ; N i ss a n u s a . c o m

““

M e d i a St ra te gy

19

What do Seattle, Los Angeles, Houston, Chicago and Miami have in common?

The largest concentrations of all three segments of your MC Gen-C audience24

and Nissan dealerships. We think globally and act locally, helping Nissan,

a global company, to walk side-by-side with the target audience locally.

Geo g ra p h y Co n n e cts D ea l e rs to M C Gen - C B u y e rs

Miami

Asian – 37,500

African American – 472,000

Hispanic – 1,623,000

Total – 2,132,500

Nissan Dealers – 15

Houston

Asian – 126,000


Hispanic – 920,000

Total – 1,544,000


Los Angeles

Asian – 1,346,000



Total – 6,884,300


Chicago

Asian – 90,000

African American – 1,800,000


Total – 3,890,000


Seattle

Asian – 282,000


Hispanic – 172,000

Total – 574,000


20

Our dealer merchandising and public relations co-op program includes tools such as:

message points; press releases and media relations suggestions; social media

strategies and tactics; in-dealer graphic support; employee communications.

COMMUNITY ACTIVITIES

First Fridays: Monthly events in local fine arts and music.

Cultural celebrations: Cinco de Mayo, Martin Luther King Jr. Day,

Chinese New Year.

Cultural music and film festivals.

Strut Your Mutt pet events.

NISSAN AS ART

With a Nissan as the canvas, commission a work by a notable local artist.

Donate a white Nissan, surrounded by buckets of paint and brushes. Let the

community have at it.

Auction and promote the art cars nationally and return money locally through

the Nissan Foundation.

NISSAN CUSTOMER EVENTS

Our media plan connects you

with MC Gen-C using the most

powerful influence known:

personal relationships.

The Nissan Foundation supports

arts, culture and education in the

same multicultural communities

our plan targets. We recommend

the brand and the foundation

work hand-in-hand. Based on the

foundation’s core values, Nissan

becomes a trusted member of

the community. The Nissan brand

should be involved in the community

alongside the Nissan Foundation.

DEALERS AND EMPLOYEES

Co n n e cti n g th ro u g h Co m m u n i t y Pa rtn e rshi ps

Your Community Connection

Coordinator in the five target cities

works with dealers to reach out

to community organizations and

municipal governments. They

support community activities to

strengthen the connection through

existing community events.

Nissan’s community participation is built on mutual respect. Beyond tolerance,

inclusion or acceptance, these partnerships position Nissan as integral to the

community. Enriching people’s lives, valuing diversity, building relationships and

supporting meaningful organizations. Your Community Connection Coordinator,

dealers and employees build respect through innovative one-on-one relationships.

21

I n n o va ti ve M e d i a M ix Co n n e cts To Li fest y l e

Our buys are proportionate to how MC Gen-C consumes media. We recognize

their connected lifestyle and give digital media greater attention.

37%3%

13%

20% 27%

Media

Mix

Radio

Out-of-home

Print Television

Digital

22

SOCIAL MEDIA SEARCH ENGINES

D i g i ta l Co n n e cti o n s

The digital world is part of everyday life for MC Gen-C. Mobile, laptop and

desktop. The digital budget gets impressions where MC Gen-C spends their

time and it allows them to share what they see, connecting them with family

and friends.

Internet search results influence

26.1% of people ready to buy a car.27

Connect MC Gen-C immediately with

dealer websites. Use search engine

optimization (SEO) and paid search

engine marketing (SEM) to direct

MC Gen-C to Nissan landing pages

designed to feature local dealers.

Blackberry users lean on traditional

search engines.28 Dealer co-op kits

include SEO/SEM support from Nissan

to improve local dealer search results

based on local relevant searches

and metadata.

Almost half of recent car buyers are influenced by social networks,25 so 35%

of the digital budget goes to social media. Among recent car buyers, 80.6%

spent their social media time on Facebook. Nearly half of the target audience

cites YouTube’s influence, with 22% referencing Twitter’s influence.26 We

recommend sponsored ads on the right side of Facebook’s personal user

interface, targeting MC Gen-C by metadata, location and keyword.

23

ONLINE ADVERTISING

One-third of 18-24 year-old and half of 25-34 year-old purchasers are influenced

by content or advertising on automobile classified websites. So we feature ads on

sites like Cars.com. We place your ads on news, entertainment/fashion, and sports

websites to reach more than just auto enthusiasts. Our buys consist of clickable

ads to direct users to the appropriate micro-sites.

24

WEBSITES

Original Equipment Manufacturer (OEM) websites influence more than half of

purchasers. Dealer websites are a close second.30 NissanUSA.com and dealer

websites put the unique buying experience center-stage and link to

social media. Micro-sites introduce MC Gen-C to facets of the campaign that

most interest them.

NISSANUSA.COM

We enhance NissanUSA.com to introduce Nissan’s personal experience with

an improved Build Your Nissan feature that shows options on the car and

details of the personal experience. Customers can share their creation on

social media or schedule time for a test drive.

DEALER WEBSITES

Make the Build Your Nissan feature available to local dealers too.

25

MICRO-SITES

A series of micro-sites, like LosAngeles.NissanUSA.com, take Nissan into local

markets and communities, celebrating arts and culture alongside MC Gen-C and

inviting them to Nissan-sponsored events.

Los AngelesYour Nissan Your City

Food Fashion Fun

26

MOBILE APPS

M o bi l e I n fo rm a ti o n a n d En te rta i n m en t

MOBILE

How does MC Gen-C stay

connected? Nearly half use their

mobile device to access the

Internet.31 One-third watchs video or

listens to music.32 MC Gen-C always

has their hands on mobile technology.

iPhone users rely on yellow page apps33. Nissan dealer co-op kits include

improved dealer listings on YP and Dex Knows apps.

Pandora Radio has a 24.2% monthly usage rate with those who have smart

phones.34 Every twenty minutes, a 7-second or 30-second spot plays, along with

constant Nissan banners running at the top and bottom of the screen.

Banner and cover-up advertising on apps like Pandora, Cars.com, YouTube and

ESPN Sports Center link to micro-sites carrying the campaign message and

inviting MC Gen-C to take their next step in the customer experience, selecting a

Nissan model or reviewing inventory on a local Nissan dealer website.

74%

34%

24%

19%

MC GEN-C MOBILE APP USAGE

Facebook

YouTube

Twitter

PandoraRadio

27

PRINT SEVENTEEN

Median age 25.

Almost nine million MC Gen-C readers, half of which are multicultural.

Reaches one of every three Hispanic women 18-24.

Your competition does not advertise here.35

COSMOPOLITAN

Nine million readers, 34% about to become millennials.

Ranks fourth among publications most read by Hispanics.

Best-selling title in the college market. 36

PEOPLE

Over 42 million readers.

36.1% of readers are MC Gen-C.

First and fifth most-read magazine by Hispanics and African Americans.

70% Women, 30% Men. 37

ESPN

Over 15 million readers; half are millennials.

Over 12 million men reached. 38

SPORTS ILLUSTRATED

Over 21 million readers.

Fifth and ninth most-read magazine by Hispanics and African Americans. 39

Tra d i ti o n a l M e d i a Su p p o rts D i g i ta l

MC Gen-C reads magazines.

According to a Northwestern

University Study, African Americans

read magazines because they get

“value for their time and money.”

Hispanic readers feel magazines

“provide them with practical advice.”

Magazines are an effective way to

engage MC Gen-C and educate

them on your product. Buys in local

magazines allow Nissan to reinforce

the brand’s role in local culture.

The most effective way to reach them

is not focusing on culture-specific

publications, rather, with magazines

all cultures have in common.

The target audience reads these

magazines:

28

TELEVISION

RADIO

NATIONAL

One in four millennials watches television or movies online.40 We turn to live

broadcast spectacles like the Super Bowl, Academy Awards and Grammys

to reach MC Gen-C.

LOCAL

These buys support the five-city community relations programs and your overall

campaign structure. We recommend spot buys only in the five target cities

for cable hit series that MC Gen-C watches like Glee, Grey’s Anatomy, and

Smash. We make similar buys on Univision, Telemundo, Telefutura and BET:

programming that commands strong multicultural viewership.

Radio is targeted, inexpensive and local. We recommend morning and

afternoon drive time in the target cities on stations with pop, dance, hip-hop

and alternative formats.

29

OUT-OF-HOME

Flex billboards on freeway and major materials.

Digital outdoor projection on buildings and landscapes achieves viral effect

on social media and attracts local media coverage.

Outdoor posters on commuter surface streets.

Duratrans, Duraflex and LCD display ads in shopping venues.

Out-of-home advertising in the environment where MC Gen-C lives, works and

plays raises recognition:

Our innovative media plan builds relationships and connects you

with MC Gen-C at every touch point.

29

onships and connects you

30

Ca l en d a r

JANFEB

MARAPR

MAYJUN

JULAUG

SEPOCT

NOVDEC

Facebook

YouTube

DIGITAL

Twitter

News/Fashion/Sports Web Sites

Portals

Search Engines

Automobile Classified – Display Space

Mobile Apps – Display Space

Hulu

Brand Web Site

Campaign Micro Sites (10)

Brand Mobile Apps (10)

TELEVISION

Network Prime

Network Sports

Net Cable Prime

Spot Prime

Spot Late Fringe/News

Spot Cable

PRINT

Seventeen Magazine

RADIO

Pop/Dance/Hip-Hop/Alternative

Cosmopolitan Magazine

People Magazine

ESPN Magazine

OUT-OF-HOME

Billboard – Urban/Suburban Freeway

Projection – Building Sides/Landscape

Poster – Surface Streets

EARNED MEDIA

Painted Cars

Community Event Support

Employee Involvement

OFF ON

LCD Display/Backlit/Reflective Display

Sports Illustrated

Local Magazines

31

B u d g et

DIGITAL

TELEVISION

PRINT

RADIO

OUT-OF-HOME

EARNED MEDIA

Facebook

YouTube

Twitter

News/Fashion/Sports Web Sites

Portals

Search Engines

Mobile Apps – Display Space

Hulu

Brand Web Site

Campaign Micro Sites (10)

Brand Mobile Apps (10)

Network Prime

Network Sports

Net Cable Prime

Spot Prime

Spot Late Fringe/News

Spot Cable

Seventeen Magazine

Pop/Dance/Hip-Hop/Alternative

Cosmopolitan Magazine

People Magazine

ESPN Magazine

Billboard – Urban/Suburban Freeway

Projection – Building Sides/Landscape

Poster – Surface Streets

Painted Cars

Community Event Support

Employee Involvement

Sports Illustrated

Local Magazines

7,231,420

1,347,500,000

IMPRESSIONS

72,137,500

423,076,923

218,166,667

762,300,000

611,111,111

26,013,514

75,000,000

354,050,000

1,825,000

3,650,000

30,175,240

50,956,385

39,854,545

10,291,782

7,426,451

11,300,935

9,000,000

545,454,545

15,000,000

45,000,000

15,000,000

1,923,076,923

232,558,140

619,834,711

20,000,000

15,000,000

75,000,000

289,017,341

21,000,000

$4,812,500

$3,368,750

MEDIA COST

$1,443,750

$5,500,000

$1,963,500

$3,811,500

$5,500,000

$3,850,000

$3,000,000

$6,405,600

$7,816,200

$4,822,400

$3,513,100

$870,900

$1,569,700

$1,658,880

$2,700,000

$2,929,200

$3,670,800

$2,514,624

$6,500,000

$500,000

$2,250,000

$2,500,000

$4,713,600

$2,500,000

PRODUCTION COST IMPRESSIONS MEDIA COST PRODUCTION COST

SUBTOTAL 3,902,062,135 $50,921,500 $3,617,500

150,005,338 $24,997,900 $2,020,000SUBTOTAL

105,000,000 $17,987,104 $130,000SUBTOTAL

545,454,545 $2,700,000 $18,000SUBTOTAL

3,064,487,115 $11,750,000 $21,200SUBTOTAL

110,000,000 $2,550,000SUBTOTAL

7,877,009,113 $99,041,704

IMPRESSIONS COST

GRAND TOTAL

32

O bj e cti ves Set … O bj e cti ves M et

Campaign monitoring and flexibility is crucial to keeping the objectives in our sights. Quarterly evaluations of the campaign

through focus groups and surveys provide up-to-date tracking of effectiveness. This allows for creative and media strategy

refinements as needed to further strengthen the campaign.

OBJECTIVE: Connect Nissan with MC Gen-C through

culture, community, family and friends.

MET: You work hand-in-hand with the Nissan Foundation

in the community and you’re a trusted member and friend.

You connect as a partner in community events and build

invaluable relationships – not just as a silent supporter, but

as a recognized member of the community.

OBJECTIVE: Establish lasting favorability of the brand with

MC Gen-C over the next fiscal year.

MET: “[There] is a major shift from when the car stood at the

center of youth culture … Today, Facebook, Twitter and text

messaging allow [millennials] to connect without wheels.”41

Our comprehensive campaign strategy, creative strategy and

media strategy establish lasting favorability, connecting you

to MC Gen-C in a meaningful way.

OBJECTIVE: Redefine the concept of innovation to

make it a true point of difference for the Nissan brand.

MET: We pushed the boundaries of innovation beyond

technology to connect you with MC Gen-C on a personal

level. Your connection with them mirrors their existing

connections with their personal identity, culture, family

and friends. Your relationship with the consumer is what

distinguishes you as innovators.

OBJECTIVE: Create a truly innovative Nissan

customer/brand experience.

MET: We created a streamlined experience with an

environment catering to MC Gen-C. You’ve listened to

what they are looking for in a brand experience and given

it to them at every level: from your easy-to-understand

online offerings to the relationship between the customer

and you. The Nissan customer/brand experience reaches

beyond the dealership network, outlasting the life of the car.

THE RESULT

Lasting favorability equals increased market share for you. Truly, Innovation for All.

Sources Getty Images

1. New York Times, “Nissan Promotes Next New York Taxi as a Sign of Its Innovation” (2012)

2. Nissan 2011 Annual Report

3. Elevate Media Primary Research Insights – 2012 Survey

4. Elevate Media Primary Research Insights – 2012 Focus Group

5. Toyota Official Website

6. Honda Official Website

7. Ford Official Website

8. Nielsenwire: Introducing Generation C (2012)

9. Millennial Misunderstanding, Albritton (2011)

10. USA Today, “Millennials are Optimistic, Despite Recession and War” (2010)

11. Edelman – Millennials, Their Actions Surrounding Brands and the Dynamics of Reverberation

12. Bulldog Reporter – Understanding Millennials (2011)

13. Zappo’s Official Website


15. PolkView, The Role of the Internet in the New and Used Vehicle Purchase Process, Giffin and Richards (2011)



18. Microsoft – Millennial Automotive Survey (2009)

19. Albritton – Millennial Misunderstanding (2011)




23. Packed Facts, Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults, October 2010, p12

24. US Census Bureau www.quickfacts.census.gov

25. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 7, 24-25, 31

26. Ibid: p. 9

27. Ibid: p. 26

28. Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25

29. Ibid: p. 25

30. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 9, 26-27

31. Consumer Behavior Report 2011 by Richard K. Miller and Associates p. 158-181

32. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 27

33. Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25

34. Mobile App Tracker 2011 p. 1-4

35. Seventeen Media Kit

36. Cosmopolitan Media Kit

37. http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf

38. http://mediakit.espn.go.com/index.aspx?id=109

39. http://simediakit.com/property-single.xhtml?property_id=34

40. “Trends and Opportunities Surrounding Gen-Y Adults”

41. NY Times – As Young Lose Interest in Cars (2012)

#138894218 / Courtesy of Ghetty Images











#200382776-001 / Courtesy of Ghetty Images


#200156035-001 / Courtesy of Ghetty Images

#a0037-000036 / Courtesy of Ghetty Images




Candice Cockrell

Jan Rachel Sicam

Martha Hinojosa

Ivana Korpica

Jessie Mazengwe

Nicolette Pantaleo

Bryant Nguyen

Lisa Coruzzi

Dany Haniff

Zobi Naqshband

Elizabeth Weist

Dan Schott

Donovan Kaneshiro

Nataline Kanounian

Sheri Pate

Amanda Shepherd

Project Lead

Account Services

Creative

Media

Elevate Media would like to express our appreciation to the faculty of

UNLV and Hank Greenspun School of Journalism and Media Studies.

This campaign would not have been possible without your support.

Special thanks to professors John Naccarato, Kathy Callahan, Ph.D;

Daniel Stout, Ph.D; Kathy Espin and Maria Marinch.

We thank the National Student Advertising Competition, American

Advertising Federation and Nissan for providing this opportunity.

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