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NSAC 2012 -

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AdManScott

As Account Director for our NSAC team, it was my responsible to lead a team of 28 to create an IMC for our client, Nissan.

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NSAC 2012 -
NSAC 2012 -
2 3 4 5 6 10 11 12 13 14 16 22 24 28 29 30 31 32 EXECUTIVE SUMMARY OBJECTIVES NISSAN BRAND COMPETITION RESEARCH TARGET GEOGRAPHY BRAND DESTINATION BIG IDEA CAMPAIGN PAID MEDIA EARNED MEDIA OWNED MEDIA TIMELINE RETURN ON INVESTMENT EVALUATION APPENDIX TEAM NISSAN CAMPAIGN PROPOSAL
2 EXECUTIVE SUMMARY Nissan is truly an exciting advertising challenge. Most brands struggle to gain momentum, yet Nissan is rapidly gaining market share. It is on course to deliver one new model every six weeks and 15 advanced technologies per year. The challenge is to add to the brand’s ongoing success and leverage Innovation for All with Multicultural Millennials. Building a legacy of innovation with this generation will assure continued sales momentum. The task is to discover insights on how to emotionally engage this target market to create lasting favorability. This is our integrated and persuasive plan to help Nissan reach its goal of becoming one of America’s automotive leaders. So, let’s get started. TARGET The Multicultural Millennial target includes Chinese, Hispanic and African- Americans. They are named the “Transculturals” because they fluidly move from one culture to another. These millennials share universal truths, yet still maintain cultural differences. CREATIVE STRATEGY The creative strategy builds on the Innovation for All platform by highlighting the emotional benefit. Nissan makes it easy for consumers to express themselves by giving them access to innovation. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan a relevant part of Transculturals’ lives. CREATIVE EXECUTION This campaign uses symbols to tell stories and connect Transculturals to the Nissan brand. Symbols have universal meaning. They are adaptive to any culture or advertising situation and add iconic imagery to Nissan’s advertising equity. CONNECTION The campaign reaches the target through a combination of paid, earned and owned media encompassing all consumer touchpoints. It uses broadcast, digital, print, promotions and sponsorships in fun, engaging and innovative ways. NISSAN EXPERIENCE The campaign makes the Nissan brand more engaging and transforms the buying experience. CONCLUSION/ROI The plan will reach 90% of Multicultural Millennials with a compelling message. The result is $66 of revenue for every $1 spent on advertising.
3 OBJECTIVES The challenge is to develop a fully-integrated marketing communication campaign to increase Nissan’s domestic market share and favorability among Multicultural Millennials. To accomplish this, a plan has been developed to increase market share from 13% to 18%. The automotive industry is poised for growth barring an unforeseen spike in energy prices or a double-dip recession. PENT-UP DEMAND Demand for new cars is rising because the average owned vehicle is 11 years old. ATTRACTIVE NEW CAR PRICING Vehicle shortages driven by the Japanese earthquake have caused new cars to be priced at or below used car prices for the first time in history. AVAILABLE CREDIT Historically low interest rates and readily-available credit. EXCITING INNOVATIONS Automakers are adding more advanced technological features to new car models, making them attractive to the consumer. ECONOMIC UNCERTAINTY Rising energy costs and slow economic expansion are the key barriers to achieving significant industry growth. INDUSTRY ANALYSIS BRAND PURCHASE FUNNEL FOR MULTICULTURAL MILLENNIALS 90% aware of campaign 10% test drive 33% buy 50% consider purchasing total population 20,000,000 18,000,000 9,000,000 900,000 300,000
4 NISSAN BRAND HELPFUL STRENGTHS OPPORTUNITIES WEAKNESSES THREATS HARMFUL EXTERNALINTERNAL • Established brand within car industry • Diverse selection of cars with wide range of prices and appeal • Innovative technological developments • Large domestic production relative to other Japanese brands • Sales leadership momentum • Entering new car segments • Lack of marketing to Multicultural Millennials • Low new model awareness • Lack of emotional brand connection • Established competitors for Multicultural Millennials • Global profits reduced by strong yen • Rising gas prices • Economic uncertainty • Increased demand for new vehicles due to shortage of used cars • Growing purchasing power among Multicultural Millennials • Toyota and Honda have decreasing market share Nissan is positioned to capitalize on category growth. Nissan grew by 25% in 2011 while Toyota and Honda lost ground.
5 COMPETITION Automakers compete largely on new technology, style and price. Nissan must bring innovation to an emotional level to set itself apart from established Multicultural Millennial programs and celebrity-driven campaigns. “CHEVY RUNS DEEP.” • 3,084 dealerships • Targets first-time car buyers by testing new cars at high school and college campuses • New Chevrolet MyLink technology connects to smartphones “THE POWER OF DREAMS.” • 1,034 dealerships • Targeted “LeapList” campaign encourages millennials to create a bucket list online • Advanced all-wheel drive system “BUILT FOR THE ROAD AHEAD.” • 3,202 dealerships • Celebrity-driven campaign that has charity tie-in with the Tom Joyner Foundation • New Sony sound systems and blind-spot information technology “NEW THINKING. NEW POSSIBILITIES.” • 820 dealerships • Targeted millennial campaign using headlines like “asphalt boom box” and “uber drive” • Applying holographic displays and solar cell technologies “MOVING FORWARD.” • 1,233 dealerships • Markets to Hispanic and Asian-Americans by using novelas and Japanese animation • Pre-collision systems with avoidance assistance
6 RESEARCH QUANTITATIVE RESEARCH | ONLINE SURVEY (1,575 RESPONDENTS) OBJECTIVES • Understand the brand perception of Nissan among our target • Understand the brand equity of Nissan advertising • Gain insight into auto buying habits • Understand the link between Nissan and its models STRATEGIES • Primary quantitative and qualitative methods were used with secondary research • Specific methods include: online surveys, mind mapping, ethnography, industry interviews, word association, picture storytelling, social media analysis and iconoculture review When you think of automotive brands, which ones come to mind? 2 TO 1 Are you familiar with the Nissan brand? 25% How familiar are you with these Nissan models? 45% are familiar with the Nissan Rogue 48% are familiar with the Nissan Juke 71% are familiar with the Nissan Sentra 89% are familiar with the Nissan Altima Are you familiar with the following advertising themes? “Innovation for All” “Shift the way you move” WHAT WE DISCOVERED Multicultural Millennials prefer foreign to domestic vehicles will consider purchasing a Nissan as their next vehicle • Toyota owns top-of-mind awareness • Nissan has low advertising equity • Target prefers foreign over domestic vehicles • Emotional disconnect between innovation and Nissan • Unfamiliarity with Nissan’s new models 42% 58% 33% 15% 37% 34% 60.2%
7 QUALITATIVE RESEARCH WORD ASSOCIATION (50 RESPONDENTS) ICONOCULTURE REVIEW (3,000 RESPONDENTS) SENTENCE COMPLETION (50 RESPONDENTS) PICTURE STORYTELLING (50 RESPONDENTS) WHAT WE DISCOVERED: Unaffordable, unreliable and white-collar are associated with Nissan. WHAT WE DISCOVERED: The target wants a low-maintenance car that seamlessly fits their lifestyle. WHAT WE DISCOVERED: Nissan drivers are perceived as smart, successful and sophisticated, yet spoiled. WHAT WE DISCOVERED: The target perceives the brand as stylish, environmentally conscious and technologically advanced. 74% want a car that is economical and easy to maintain 71% want a vehicle that is versatile and supports their lifestyle 54% personalize their car to reflect their individuality 47% pay close attention to the design of their car 42% will pay more for a car that has the latest features ELEGANTE UNAFFORDABLE UNISEX UNRELIABLE WHITE ATRACTIVO COMFORTABLE CAREEREXCITED IDEAL FUN DIVERTIDO TECHNOLOGY BARATO COSTOSO ABBURRIDO EDUCATED BORING SLEEK EFFICIENT SOFISTICADO OLD SCHOOL ATTRACTIVE 引人注目的 可靠的 興奮的 乏味的 COLLAR • Nissan is for people who are successful • Whenever I think of a Nissan model, I think sleek • If you bought a Nissan today, your friends would say you’re spoiled
MIND MAP (50 RESPONDENTS) WHAT WE DISCOVERED: Nissan is associated with style, features and experiences. QUALITATIVE RESEARCH RESEARCH 8
9 Toyota and Honda dominate top-of-mind awareness. Target lacks clear perception of Nissan. Nissan has low advertising equity. There is a weak emotional tie between innovation and Nissan. There is a disconnect between Nissan and its new models. BARRIERS TO OVERCOME LISTENING-IN-ONLINE (1,250 RESPONDENTS) WHAT WE DISCOVERED: Reliability issues are a popular online topic. DEALERSHIP INTERVIEW AND ETHNOGRAPHY (50 RESPONDENTS) WHAT WE DISCOVERED: Multicultural Millennials are most comfortable buying from people they can identify with. QUALITATIVE RESEARCH
10 CONFIDENCE COMMUNITY HISPANIC Hispanic-Americans are culturally linked to Nissan, given its popularity in Mexico. INDEPENDENCE TREND-SETTING TARGET The target is called “Transculturals” because they fluidly move from one culture to another. Transculturals share universal truths yet maintain cultural differences. PRIDE CULTURE FINANCIAL SECURITY AFRICAN-AMERICAN African-Americans prefer Nissan’s style but often find it unaffordable. CHINESE Chinese-Americans prefer Japanese cars, with Toyota and Honda being their top choices. TRADITION FAMILY AMBITION AUTHENTICITY PASSION SECURITY STYLE EDUCATION SHARED VALUES SHARED CHALLENGES BUDGETS TIME CONSTRAINTS STEREOTYPES AUTHENTICITY AMBITION PASSION
11 GEOGRAPHY 1012 5 7 6 4 2 9 1 3 8 11 Twelve opportunity markets have been selected based on penetration of Transculturals for special support. A national umbrella campaign will support all markets. % of US % of Transculturals Penetration IndexDMA MARKET LIST 29.0% 50.4% 174 1. Atlanta 2. Chicago 3. Dallas / Ft. Worth 4. Houston 5. Los Angeles 6. Miami / Ft. Lauderdale 7. New York 8. San Francisco / Oakland 9. Washington, D.C. 10. Phoenix 11. Orlando 12. San Diego TOTAL 1.6 2.6 163 3.0 4.6 153 2.1 3.8 181 1.7 3.8 224 5.0 9.2 184 1.4 2.8 200 7.4 10.3 139 2.3 3.9 170 1.2 3.0 250 .95 2.2 232 1.5 2.3 153 0.8 1.9 238
12 BRAND DESTINATION CONSUMER INSIGHT This reveals the emotional connection behind the Innovation for All campaign. INNOVATION FOR ALL ACCESS TO QUALITY AND EXCITEMENT DEMOCRATIZES INNOVATION FREEDOM OF EXPRESSION HW-88 HW-88 4 3 2 1
13 HUMAN TRUTH “I am what I drive” BRAND TRUTH Gives Consumers the freedom to own a car that fits their personality. NISSAN MAKES IT... WHY THE IDEA WORKS It highlights the universal truth that freedom means it’s possible. BIG IDEA POSSIBLE
14 CAMPAIGN NISSAN POSSIBLE Nissan is democratizing innovation. By giving consumers access, it opens up their world. Nissan makes it possible. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan relevant to Transculturals’ lives. EXECUTION IDEA The campaign uses symbols to tell stories and connect Transculturals to Nissan and its brands. This approach is unique in the automotive category. It maintains brand consistency by not using spokespeople or celebrities in the advertising. WHY THE IDEA WORKS Symbols have universal meaning. They are adaptive to any culture or advertising situation. Symbols add an iconic imagery to Nissan’s advertising equity. They are timeless yet timely. ART DIRECTION The campaign uses symbols in a variety of ways to link Transculturals with Nissan brands. Advertising follows brand guidelines of using bold and bright colors. The checkerboard style grid is used to extend Nissan’s brand equity. CALL TO ACTION The campaign directs Transculturals to the Nissan Possible campaign microsite. Transculturals are invited to engage, shop or connect to a local Nissan dealer. INNOVATION FOR ALL Innovation for All is featured on all advertising to support each model’s innovation concept. TAGLINE “Shift your ” is the recommended evolution of Nissan’s tagline “Shift the way you move.” This provides a stronger emotional link between the brand and the consumer. “Shift your ” mirrors how Nissan helps Transculturals shift something positive in their life. COPY / LANGUAGE This campaign is adaptable to any language and culture. Copy is tailored to the predominant language of each media vehicle. For example, a print execution in Latina will be in Spanish. QR CODES QR codes provide stories behind each symbol and direct Transculturals to the campaign microsite. The creative strategy builds on the Innovation for All platform by highlighting the emotional benefit. By giving consumers access to innovation, Nissan makes it possible to express themselves.
15 CREATIVE WORK PLAN WHY ARE WE ADVERTISING? To help Nissan build awareness and lasting favorability among Multicultural Millennials. WHOM ARE WE ADVERTISING TO? Transculturals, including Chinese, Hispanic and African-Americans. WHAT DO THEY CURRENTLY BELIEVE? Nissan is stylish, yet it doesn’t always have the cars that fit their lifestyle. WHAT DO WE WANT THEM TO THINK? Nissan brings innovation to the masses with popular cars that fit everyone’s lifestyle. WHAT IS THE MOST IMPORTANT THING TO SAY? Nissan makes it possible to find the perfect car that symbolizes my personality. WHAT TONE DO WE WANT TO TAKE? Fun, friendly and engaging. MANDATORIES Nissan logo, Innovation for All and QR codes. “ Our campaign builds on the Nissan brand story. Every piece of communication clarifies the brand. Every model ladders up to the brand. It is always Nissan... or N Through A to Z ” Phillip O’Connor, Nissan AAF National Student Conference Washington D.C. FROM | TO Product Unattainable All Car Company People Aspirational Me Caring Company
16 PAID | EARNED | OWNED OBJECTIVES • 90% reach/12x average frequency per month • Provide additional support to 12 opportunity markets • Support key sales periods and events STRATEGIES • Use traditional, non-traditional and digital media • Use local media and promotions to support 12 opportunity markets • Schedule support with emphasis leading into key sales events • The campaign will be adjusted based on market and media dynamics NATIONAL TELEVISION | ENGLISH LANGUAGE WHAT: :7½ bookend and :15 primetime commercials on selective programs on 8 broadcast and cable networks. WHY: Programs have 50% or more Transcultural audience composition. HOW MANY: 700 million impressions HOW MUCH: $14,000,000 NETWORKS: CW, MyNetworkTV, MTV, VH1, Ovation TV, FOX Soccer Channel, BET, TV One NATIONAL TELEVISION | IN LANGUAGE WHAT: :7½ bookend and :15 commercials on 5 broadcast and cable networks. WHY: Networks tailored to individual language and viewership. HOW MANY: 425 million impressions HOW MUCH: $8,500,000 NETWORKS: Chinese: TVB8, TVBS Spanish: Univision, Telemundo, Si TV The Connection Plan consists of three media categories: paid, earned and owned. Paid media is traditional media that is purchased on behalf of Nissan to activate the brand funnel. 7.5-second Bookends DVR Proof Commercial Break :7.5 :7.5:30 :15:30
17 NATURAL SAVE SING Cut to Natural. V.O.: Natural. Cut to Save. V.O.: Save. Cut to Sing. V.O.: Sing. Cut to Shift Your Perception. V.O.: Shift your perception. Cut to Shift Your Investment. V.O.: Shift your investment. Cut to Shift Your Stage. V.O.: Shift your stage. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Open with Possible. Open with Possible. Open with Possible. Cross-fade to tree, looking still like a painting. Cross-fade to money falling into shot from the top of the screen. S.F.X.: Fluttering paper. Cross-fade to microphone, pan camera around 180 degrees. S.F.X.: Subtle feedback. Pan right to car, petals fall into the frame. S.F.X.: Gentle Breeze Car speeds through the money, scattering the bills. S.F.X.: Speeding car, paper fluttering more aggressively. Cross-fade to car.
PAID | EARNED | OWNED PRINT | COLLEGE / UNIVERSITY NEWSPAPERS WHAT: 20 half-page spread, 4-color ads in 24 university community college newspapers in 12 opportunity markets. WHY: 82% of college students have read their campus newspaper in the past three months. HOW MANY: 30 million impressions HOW MUCH: $1,500,000 AFRICAN AMERICAN Vibe: 5 spreads: $668,000 Source: 6 spreads: $283,000 Essence: 12 spreads: $2,400,000 CHINESE Hyphen: 2 spreads: $1,400 Thirteen Minutes: 6 spreads: $3,600 Audrey: 4 spreads: $24,000 HISPANIC People en Espanol: 11 spreads: $1,640,000 Latina: 10 spreads: $880,000 PRINT | MAGAZINE WHAT: 56 full-color spreads in 8 magazines. WHY: 60% or more Transcultural readership. HOW MANY: 195 million impressions HOW MUCH: $5,900,000 18
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20 SEARCH ENGINE MARKETING WHAT: Build on Nissan’s existing SEM on Bing, Yahoo! and Google. WHY: Use specific keywords to drive Transculturals to the campaign microsite. HOW MANY: 333 million impressions HOW MUCH: $1,000,000 KEYWORD EXAMPLES: Nissan Possible, Innovation Station, Shift your - STREAMING VIDEO WHAT: Behaviorally targeted pre-roll ads on YouTube and VEVO. WHY: 60% of our target audience visit YouTube and VEVO at least once a month. HOW MANY: 348 million impressions HOW MUCH: $4,000,000 INTERACTIVE WEBSITE BANNERS WHAT: Behaviorally targeted interactive banners on high Transcultural trafficked sites. WHY: Transculturals are 2 times more likely to click on banner ads. HOW MANY: 1.4 billion impressions HOW MUCH: $7,000,000 BANNER ADS ON PANDORA SPOTIFY WHAT: :15 audio spots and accompanied banners. WHY: Most popular music-streaming platforms. HOW MANY: 444 million impressions HOW MUCH: $4,000,000 PAID | EARNED | OWNED
21 INTERACTIVE DIGITAL MALL DISPLAYS WHAT: Interactive digital mall displays in 12 opportunity markets. WHY: Allow consumers to use symbols to interact with the brand. HOW MANY: 80 million impressions HOW MUCH: $2,000,000 ADDED VALUE WHAT: Negotiate free banner ads on websites of purchased media. WHY: Increase reach by 10%. HOW MANY: 132 million impressions HOW MUCH: Free as bonus weight CONSIDERED, BUT NOT RECOMMENDED WHAT: Radio WHY: Radio is highly localized and used by Nissan dealerships. Wi-Fi TRANSIT SHELTERS WHAT: 18 Wi-Fi transit shelters in 12 opportunity markets. WHY: Provide free Wi-Fi access in unexpected locations to create buzz. HOW MANY: 287 million impressions HOW MUCH: $4,300,000 CINEMA WHAT: :15 commercial during previews in 75 selected theaters in 12 opportunity markets. WHY: Cinema advertising recall is three times greater than television. HOW MANY: 135 million impressions HOW MUCH: $2,000,000
22 OBJECTIVES • Create lifestyle events, promotions and sponsorships that will generate PR and social media buzz • Build ongoing partnerships that foster lasting favorability among Transculturals • Build on existing Nissan efforts to reach the community STRATEGIES • Develop events, promotions and sponsorships that have universal appeal to Transculturals • Develop partnerships that will extend the campaign • Schedule events and promotions in a phased approach to generate ongoing buzz Earned Media is non-traditional media, sponsorships and events that make Nissan a part of the consumer conversation. NISSAN POSSIBLE ARTS FESTIVAL HOW IT WORKS Nissan Possible arts festivals in 12 opportunity markets showcase local artists, musicians and vendors. Nissan partners with local restaurants to provide food trucks that use Twitter to promote the festival. WHY IT WORKS This connects the Nissan brand with artistic and culinary innovators. HOW MANY: 40,000,000 impressions HOW MUCH: $240,000 MAKE IT POSSIBLE - VIDEO CONTEST HOW IT WORKS Make It Possible Video Contest introduces symbols in a new and exciting way. Participants submit videos that tell a life story using a symbol that ties to a car. Nissan will reward the creator of the video with the highest number of views with a new Altima. WHY IT WORKS Like Doritos’ Crash the Super Bowl campaign, which achieved 1 billion media impressions, the video contest creates opportunities to engage Transculturals. HOW MANY: 100,000,000 impressions HOW MUCH: $200,000 PAID | EARNED | OWNED
23 NISSAN ENTERPRISE PARTNERSHIP HOW IT WORKS Nissan will be the exclusive provider for WeCar on military bases and college campuses. WHY IT WORKS Capitalizes on the growing car-sharing trend. HOW MANY: 1,330,000 impressions HOW MUCH: Negotiate with Enterprise. STREET BASKETBALL TOUR HOW IT WORKS Nissan sponsors the Street Basketball Association competitions in 12 opportunity markets. Promotion of these events will be aired on BET. WHY IT WORKS Basketball has the highest sports viewership and rate of participation among our target. HOW MANY: 80,000,000 impressions HOW MUCH: $1,200,000 MEDIA PARTNERSHIPS HOW IT WORKS Partner with Vibe to sponsor new artists that will be featured in the Nissan Possible Celebration of the Arts tour. WHY IT WORKS Sponsorship generates online and social media interest just like the “Reebok We R Classic” campaign. HOW MANY: 1,400,000 impressions HOW MUCH: Included with Paid Media. PROJECT GRAD PARTNERSHIP HOW IT WORKS Partner with Project GRAD to provide Nissan Possible scholarships to extend Nissan Neighbors program to 12 opportunity markets. WHY IT WORKS Creates positive ongoing presence in the multicultural community. HOW MANY: 130,000,000 impressions HOW MUCH: $1,000,000 NISSAN INNOVATION STATION TOUR HOW IT WORKS A mobile version of the Innovation Station travels to malls and universities in 12 opportunity markets. WHY IT WORKS Like the UK Innovation Station, which received 1.7 million visitors in its first 3 months. The tour will engage our target. HOW MANY: 120,000,000 impressions HOW MUCH: $3,000,000
24 OBJECTIVES • Increase the number of NissanUSA Web site visits among Transculturals by 10% • Increase time spent with Nissan’s online channels by 15% NISSAN ONLINE DESTINATION EXPERIENCE The “Nissan Possible” microsite is the hub for the campaign and will link to NissanUSA.com. VERSA SHIFT_ your music. Starting at $10,990 + 109-hp 1.6-liter + 4-cylinder engine + 30 city MPG + 38 hwy MPG Six Standard air bags Anti-lock Braking System CD audio system with auxiliary audio input jack Stretch things out - VERSA has class-leading legroom INNOVATION FOR ALL Home What’s New Test Drive Submit a story POSSIBLE. When users click on a symbol, they are taken to a landing page that highlights the car model and the backstory about the symbol. PAID | EARNED | OWNED Owned Media allows Nissan to create an online destination experience by controlling the channels.
25 FACEBOOK GAME HOW IT WORKS Develop a simulation game where players build and manage their own virtual Nissan car dealerships. WHY IT WORKS 80% of Facebook users play simulation games. PINTEREST PAGE HOW IT WORKS Nissan extends the “Possible” campaign on the photo-sharing website Pinterest. WHY IT WORKS Pinterest is the fastest site in history to reach 10 million unique visitors. AUGMENTED REALITY APP HOW IT WORKS A mobile application that lets potential buyers virtually see their favorite Nissan model in their driveway. WHY IT WORKS Millennials are 28% more likely to own a smartphone. RECOMMENDED CHANGES TO THE NISSAN BRAND EXPERIENCE YOUTUBE PAGE HOW IT WORKS Nissan’s YouTube page makes it easy for Transculturals to share their stories. WHY IT WORKS Over 4 billion YouTube videos are viewed daily.
26 NISSAN CONQUEST PROGRAM Nissan capitalizes on the opportunity to take market share from Toyota and Honda. HOW IT WORKS Customized invitations containing personalized URLs (PURLs) will be mailed to targeted Honda and Toyota owners who have vehicles that are at least 5 years old. Users will be offered special incentives to switch to Nissan. WHY IT WORKS PURL programs have proven to be 50% more effective than other incentive-based programs. WHAT IT COSTS $500,000. Maria Lopez 1234 Any Street Chicago, IL 60657 POSSIBLE. Congratulations, Maria! You can now trade in your Toyota and earn up to $2,000 towards a new Nissan of your choice. Log on to your customized Nissan Web site bit.ly/n6kkLA to access your personal discounts and get exclusive information on our newest car models. POSSIBLE. PAID | EARNED | OWNED
27 THE DEALERSHIP EXPERI- Transculturals dread the dealership visit. “Nissan Possible” makes it fun and interactive. DEALERSHIP KIOSK HOW IT WORKS Interactive kiosks feature symbols that correspond with Nissan cars. Users can schedule test drives, view car specs and learn about Nissan’s financing options. WHY IT WORKS The digital kiosk puts Transculturals in control of the shopping experience. 55% say negotiating a car purchase is worse than visiting the dentist. COLLATERAL Each car model has print materials that use symbols to link with product benefits. NAMETAGS FOR STAFF Makes the sales associate an ambassador for the campaign.
28 TIMELINE Category Sales (2011) Sales Events Holidays Weeks 1 8 15 22 39 6 13 20 27 3 10 17 PAID MEDIA Television: 7.5 bookends/ 15-second 8 English Language Networks 5 In Language Networks Print: Spread and 1/2 spread, 4-color 8 Magazines 24 College Newspapers Digital SEM Interactive Website Banners Vevo and YouTube Pre-roll Pandora + Spotify Added Value - Media Banners Outdoor: 12 Opportunity Markets Wi-Fi Transit Shelters Interactive Digital Mall Displays Cinema: 12 Opportunity Markets 15-second / 75 theaters EARNED MEDIA Video Contest Make It Possible Promotional Events Nissan Possible Arts Festival Street Basketball Tour Innovation Station Tour Partnerships VIBE Enterprise We-Car Project Grad / Nissan Neighbors OWNED MEDIA Digital NISSAN Web Experience Conquest Program (PURL) Facebook Game YouTube Channel Pinterest Page Augmented Reality App Dealership Kiosk Collateral OTHER LINE ITEMS Production Agency Fee Contingency * ** *** 24 Memorial Day 6.9% Jun-13Apr-13 6.9% May-13 7.3% Cost to be negotiated with Enterprise Funded under paid media These will be added as bonus weight with our paid media Tent Sale 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 Feb-14 8.9% Dec-13 9.7% Jan-14 6.9% Most Wonderful Sale of the Year Independence Day Labor Day Thanksgiving Christmas New Year/MLK Chinese New Year Aug-13 Tent Sale 8.8% Nov-13 8.1% Jul-13 Funded under paid media These will be added as bonus weight with our paid media Sep-13 Oct-13 8.9% 7.9%8.1% Impressions Cost ($) 3 10 17 24 31 700,000,000 14,000,000 425,000,000 8,500,000 195,000,000 5,900,000 30,000,000 1,500,000 333,000,000 1,000,000 1,400,000,000 7,000,000 34,800,000 4,000,000 444,000,000 4,000,000 132,000,000 * 287,000,000 4,300,000 80,000,000 2,000,000 135,000,000 2,000,000 100,000,000 200,000 40,000,000 2,000,000 80,000,000 1,200,000 120,000,000 3,000,000 1,400,000 ** 1,330,000 *** 30,000,000 1,000,000 20,000,000 500,000 500,000 500,000 500,000 233,000 550,000 225,000 250,000 25,000 300,000 250,000 20,000,000 1,650,000 1,100,000 5,517,000 17,000,000 7,500,000 5,000,000 4,611,730,000 100,000,000 TOTALMar-14 11.6% Bottom Line Sales Event 23058 Annual GRPs Monthly: 95% Reach/20 avg. frequency
29 BUDGET The $7.5 million agency fee is an estimate of the hours it will take to provide Nissan with a dedicated team of management, planning, creative, media, public relations, production, traffic, social media and digital development. Cougar Concepts will review agency hours with Nissan on a semi-annual basis to make adjustments to the fee accordingly. RETURN ON INVESTMENT RETURN ON INVESTMENT The plan reaches 90% of Multicultural Millennials with a compelling message. If 15% of those who are aware of the advertising make a purchase, an additional $6.7 billion of revenue will be generated. The result is $66 of revenue for every $1 spent on advertising. *Nissan Purchase Funnel and ROI Calculation Market share goal is to increase from 13% to 18% for our target. The case study has 13% market share which equates to 200,000 units. An 18% market share would equate to 300,000 units. The target market is 20 million. Reaching 90% would be 18 million. If 50% consider Nissan, that would be 9 million. If 10% visit a dealership and test drive a car, that would be 900,000. If 1 out of 3 are converted to a purchase, that would be 300,000 units sold. Return on investment is calculated by 300,000 units multiplied by an average $22,300 per car, which equates to $6.7 billion. The advertising budget of $100 million would be 1.5% of sales. This is less than the 2.1% A to S ratio cited in the latest Nissan annual report. This is $333 of advertising per unit sold, which is less than the normal $500 per unit sold. $6.7 billion in sales is $66 in sales for every $1 of advertising. TELEVISION PRINT OUT-OF-HOME DIGITAL PROMOTIONS PRODUCTION AGENCY FEE CONTINGENCY $100 MILLION TOTAL BUDGET 7.4% 8.3 % 22.5% 24.9% 17.0% 7.4% 7.5% 5.0% 19.4% 5.5% COLLATERAL
30 PRE-TESTING (N=100) The campaign has been pre-tested with Transculturals as well as other millennials on likeability, uniqueness and motivation. Testing confirmed the campaign is unique and will motivate consumers to shop Nissan. POST-TESTING Cougar Concepts will measure the market effectiveness of the campaign through: • A post-wave to the benchmark awareness, attitude and usage study • The number of impressions in the connection plan schedule • The response to the Conquest program • The number of leads to the “Nissan Possible” microsite • The number of fans generated by social media • The number of attendees to “Nissan Possible” events COUGAR CONCEPTS ASKS YOU TO PROVIDE MEASURES OF: • Overall sales for the target • The number of leads to NissanUSA from the campaign microsite • Sales from the Conquest program • Dealership satisfaction of the overall campaign The campaign will be closely monitored so that adjustments to media and markets can be made. CAMPAIGN EVALUATION AND FUTURE THOUGHTS FUTURE THOUGHTS The campaign adds to Nissan’s momentum to reach its fiscal Power 88 goals of 8% global market share and 8% corporate profit margin. FINAL THOUGHTS By democratizing innovation, Nissan makes it possible for consumers to express themselves. This simple insight reveals the emotional power of Nissan’s Innovation for All campaign. We connect this idea to Transculturals by using symbols that tell stories. This campaign is fully integrated and adds to the equity of the Nissan brand. Cougar Concepts is confident this plan will meet your objectives. Together, we make it “Nissan Possible.” Thank you. When can we start? Nissan Authorization 1. LIKEABILITY 2. UNIQUENESS 3. MOTIVATION 20% 40% 60% 80% % that scored 8 to 10/10
31 APPENDIX Interviews Baker, Brad. Baker Nissan, Houston. 23 Jan 2012. Bencomo, Anadeli. Personal Interview. 21 Feb 2012. Conyers, James. Personal Interview. 25 Jan 2012. Foldvari, Gustavo. “The Hispanic Millennial: An Insightful View into Their Lives.” NSAC Team Meeting. Lopez Negrete Communications. Houston. 12 Jan 2012. Lecture. Islam, Ahmad. “Targeting Multicultural Audience.” NSAC Team Meeting. Common Ground. University of Houston, Houston. 14 Feb 2012. Lecture. O’Connor, Philip. AAF-Student Conference. AAF. National Association of Homebuilders, Washington D.C.. 10 Oct 2011. Keynote. Zou, Yali. Personal Interview. 06 Feb 2012. NSAC Research Partners Ad-ology Experian Simmons Gettyimages Nielsen SRDS Articles Boudette, Neal, and Mike Ramsey. “U.S. Car Sales Rise Again.” Wall Street Journal. 02 Nov 2011: B3. Print. Krisher, Tom. “Automakers Shift into High.” Houston Chronicle [Houston] 03 Jan 2012, B2. Print. Ramsey, Mike., and Yoshio Takahashi. “Car Wreck: Honda and Toyota.” Wall Street Journal. 01 Nov 2011: B1. Print. Ramsey, Mike, and Sharon Terlep. “Car Sales Rise on Discounts.” Wall Street Journal. 04 Oct 2011: B2. Print. Online Articles “Army and Airforce Exchange Service, Enterprise Rent-A-Car Bring Car Sharing to U.S. Military Bases.” Enterprise Holdings. 10 Nov 2011. Web. 15 Mar. 2012. Brodesserakner, Claude. “Chevy’s First Hispanic Film Integration Deal Spawns a Hit.” AdvertisingAge. 06 Sep 2007. Web. 15 Mar. 2012. http://adage.com/article/madisonvine-news/ chevy-s-hispanic-film-integration-deal-spawns-a-hit/120281/. “College Students Addicted to College Newspapers.” MarketingVOX. MarketingVOX, 04 Jun 2008. Web. 15 Mar 2012. http://www.marketingvox.com/college-students-addicted-to- college-newspapers-039002/. Fetto, John. “Power Trip Asians increase their buying power in the U.S. market..” AdvertisingAge. 01 Dec 1999. Web. 15 Mar. 2012. http://adage.com/article/ american-demographics/power-trip-asians-increase-buying-power-u-s-market/42913/. Gasnier, Matt. “Best Selling Cars Around The Globe: Mexico, Nissan’s Kingdom.” The Truth About Cars. The Truth About Cars, 30 Apr 2011. Web. 20 Mar 2012. http://www.thetruthaboutcars. com/2011/04/best-selling-cars-around-the-globe-mexico-nissan’s-kingdom/. Halpert, Julie. “Hyundai Marketing Boss: We’re Not Just a ‘Left-Brain Choice’.” AdvertisingAge. 10 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/news/ hyundai-marketing-boss-a-left-brain-choice/230305/. Harper, Brian. “Big 3 make strong comeback.” National Post. 21 Feb 2012: n. page. Web. 15 Mar. 2012. http://life.nationalpost.com/2012/02/21/big-3-make-strong-comeback-in-the-game-of- selling-cars/. Hirsch, Jesse. “The Food Truck Revolution Revs Up, With a Little Help.” New York Times. 01 Oct 2011. Web. 15 Mar. 2012. http://www.nytimes.com/2011/10/02/us/the-food-truck-revolution- revs-up-with-a-little-help.html?_r=2pagewanted=all. Imada, Bill. “Don’t Be So Quick to Dismiss Power of Asian Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. http://adage.com/article/news/quick-dismiss-power-asian-con sumers/146385/. Kageyama, Yuri. “Toyota’s New Pre-Crash Technology Directs Steering.” ABC News. 21 Jul 2011. Web. 15 Mar. 2012. http://abcnews.go.com/Technology/wireStory?id=14122323. Lefton, Terry. “Nissan Steers Toward College Football.” SportsBusiness Journal. 22 Nov 2010: 16. Web. 20 Mar. 2012. http://www.sportsbusinessdaily.com/Journal/Issues/2010/11/20101122/ SBJ-In-Depth/Nissan-Steers-Toward-College-Football.aspx. Moran, Charlie. “How Honda’s Using Hip-Hop to Spread the Word About Savings.” AdvertisingAge. 05 Mar 2009. Web. 15 Mar. 2012. “Next Generation Of Minorities Focus Of Community Involvement Study.” Minority News. 15 Mar 2012. Web. 15 Mar. 2012. Rowinski, Dan. “Breaking Down the Most Used Android Apps by Age Demographic.” Read Write Web. 12 Dec 2011. Web. 15 Mar. 2012. http://www.readwriteweb.com/archives/ breaking_down_the_most_used_android_apps_by_age_de.php. Slutsky, Irina. “’Urban’ Trope Misses a Large Swath of Black Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. http://adage.com/article/news/marketing-urban-misses-a-large- swath-black-consumers/146371/. Stoute, Steve. “Targeting Millennials? You Have to Think Outside the Traditional Color Lines.” AdvertisingAge. 17 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/guest- columnists/traditional-color-lines-targeting-millennials/230497/. Van Wageningen, Ellen. “GM focusing marketing strategy on first-time buyers.” Vancouver Sun. 09 Jan 2012. Web. 15 Mar. 2012. http://www.vancouversun.com/cars/ focusing marketing strategy first time buyers/5970089/story.html. Wentz, Laurel. “Scott’s, Target, Ford Score ANA Multicultural Excellence Awards.” AdAge Hispanic. 08 Nov 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/ scott-s-target-ford-score-ana-multicultural-excellence-awards/230880/. Wentz, Laurel. “Toyota Brings We Are Many Social Media Effort to Telemundo Novela.” AdAge Hispanic. 15 April 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/ toyota-brings-somos-muchos-effort-telemundo-novela/227019/. Web Sources “2012 Fusion.” The Official Site of Ford Vehicles. Ford, n.d. Web. 15 Mar 2012. http://www.ford.com/ cars/fusion/features/Feature13/. “Audience and Demographics.” Vevo. VEVO, n.d. Web. 15 Mar 2012. http://www.vevo.com/About/ Demographics. “Audrey Magazine Media Kit.” Audrey Magazine. James Ryu, 2010. Web. 15 Jan 2012. www.audreyshops.com/docs/mediakit.pdf. “Automotive Industry Survey - Millennial’s Technology Preferences.” Microsoft News Center. Microsoft, May 2010. Web. 15 Mar 2012. www.microsoft.com/presspass/ 05-27WakefieldAnalysisResults.ppt. Bhargava, Rohit. “Honda Masters The Art of Marketing Timing.” Influential Marketing Blog. Influential Marketing, 23 Jan 2012. Web. 15 Mar. 2012. http://www.rohitbhargava.com/2012/01/ honda-masters-the-art-of-marketing-timing.html. “Car Dealers Can Profit by Connecting with Millenials.”Microsoft News Center. 27 May 2010. Web. 15 Mar. 2012. Carol Phillips. Researching the Millennial Mind. 2010. Slideshow. SlideshareWeb. 15 Mar 2012. http://www.slideshare.net/CarolPhillips/researching-the-millennial-mind. Carol Phillips. A Generational Portrait. 2009. Slideshow. SlideshareWeb. 15 Mar 2012. http://www.slideshare.net/CarolPhillips/a-generational-portrait. Chung, Mong-Koo. “Corporate Message.” Hyundai Motor Company. Hyundai Motor Company, n.d. Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/Overview/ CorporateMessage/index.html. “Company Profile.” Hyundai Motor America. Hoovers, n.d. Web. 15 Mar 2012. http://www.hoovers.com/company/Hyundai_Motor_America/cyjrki-1.html. “Crash the Super Bowl.” Amazon Web Services. Effie Awards, 2008. Web. 15 Mar 2012. s3.amazonaws.com/effie_assets/2008/2592/2008_2592_pdf_1.pdf. “Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black and Universities.” @Ford Online, 17 Mar 2011. Web. 15 Mar 2012. http://www.at.ford. com/news/cn/Pages/Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black Colleges and Universities.aspxgt;. Halvorson, Bengt. “Chevrolet Researches What Young Americans Want—And It’s Not Hatchbacks.” The Car Connection. N.p., 09 Jan 2012. Web. 15 Mar 2012. http://www.thecarconnection.com/news/1071482_chevrolet-researches-what-young- americans-wantand-its-not-hatchbacks. “History Overview.” Hyundai, n.d. Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/ Overview/History/index.html. “Hyphen Media Kit.” Issuu. Hyphen Magazine, 02 Jun 2010. Web. 20 Feb 2012. http://issuu.com/ hyphenmagazine/docs/hyphen_mediakit. Koegel, Kathryn. “Pandora Mobile Marketing.” Pandora Radio. Pandora, 2012. Web. 01 Mar 2012. http://www.pandora.com/static/ads/media-kit/advertising.html. Lee, Rainie. The State of Millennials. 2011. Slide Show. Pew InternetWeb. 15 Mar 2012. http://pewinternet.org/Presentations/2011/Jul/Millennials.aspxgt;. “Millennials: A Portrait of Generation Next.” Pew Social Trends. Pew Research Center, Feb 2010. Web. 15 Mar 2012. http://pewsocialtrends.org/assets/pdf/millennials-confident-connected- open-to-change.pdf. “New Technology.” Hyundai Motor company. Hyundai, 2012. Web. 15 Feb 2012. http://worldwide. hyundai.com/WW/Innovation/Technology/NewTechnology/index.html. “News Releases.” Toyota USA Newsroom. Toyota, n.d. Web. 15 Mar 2012. http://pressroom.toyota. com/releases/toyota feature technology safety innovations 2012 chicago auto show.htm. “Pandora.com Traffic and Demographic Statistics.” Quantcast. 2012. Web. 15 Mar 2012. http://www.quantcast.com/pandora.com. “People en Espanol Media Kit.” PeopleenEspanol.com. 2012. Web. 15 Mar 2012. http://www.peopleenespanol.com/static/mediakit/rates.html. “Reaching Your Audience on YouTube.” YouTube. YouTube, n.d. Web. 15 Mar 2012. http://www.youtube.com/advertise/demographics.html. “Sales Reports.” Official U.S. Media Newsroom. Nissan and Infinity, 2012. Web. 15 Mar 2012. http://nissannews.com/newsroom/59/202/sales-reports. “Spotify.com Traffic and Demographic Statistics.” Quantcast, 2012. Web. 15 Mar 2012. http://www.quantcast.com/spotify.com. “Spotify Website Demographics.” VisualDNA Audiences on YouTube. Visual DNA, n.d. Web. 15 Mar 2012. http://audiences.visualdna.com/youtube/uk/brands/websites_uk/ spotify. “Technology Picture Book.” Honda Worldwide. Honda, 2012. Web. 15 Mar 2012. http://world.honda.com/automobile-technology/. “The Source Media Kit.” thesource.com. L. Londell McMillan, 2011. Web. 10 Feb 2012. www.thesource.com/source_mediakit_6_13_11.pdf. “VIBE Media Kit.” Issuu, 2010. Web. 15 Mar 2012. http://issuu.com/claudedupre/docs/ vibe_brand_media_kit_mk2010. “What is Chevrolet MyLink?.” Chevrolet, n.d. Web. 15 Mar 2012. http://www.chevrolet.com/experience/ mylink-vehicle-technology. Research Databases ComScore Datamonitor Hoovers Iconoculture LexisNexis Courtesy of Getty Images #108121825 #1088383033 #109914902 #111900787 #115083874 #119692208 #122293112 #124226809 #124518272 #126408980 #129844102 #130856766 #137924311 #138711676 #200218041-001 #200326964-001 #200337554-002 #200382886-001 #200488800-001 #200557569-001 #56723780 #70009763 #74325172 #78116356 #78364098 #78750651 #79330746 #81711841 #84159673 #85071803 #85660452 #87340933 #90096253 #90096297 #94502345 #95466693 #95503636 #95764617 #95764862 #97464823 #AA022776 #AA026656 #AA026677 #AA049764 #BU001999 #DES_001 #DV1193021 #FD002621 #rbrs_0022 #sb10066222mm-001 #sb10066910i-001 #sb10069066w-001 #SP002859 #SP003653 #SP003654 #SP003655 #SP004915
32 THE TEAM Account Director: Scott Gilbert Traffic Director: Jeanette Dickie Plans Book Art Director: Calvin Hart Plans Book Editor: Kimberly Guel Account Planning: Zac Fox (Dir.) Randy Cantu Kristyna Lewison Anjali Alexander Nataly Vega Creative Team: Dwayne O’Brien (Dir.) Isabelle Chabrier Carmina Valdes Ali Parmar Joe McKinney Joseph Jass Christie Nguyen Ari Diozon Lisa Liu Lainee Hooks Media Planning: Mike Le (Dir.) Tarah Davison Marketing: Candace Queen (Dir.) Dustin Kalman Owned Media: Henry Lee (Dir.) Public Relations: Jamie Sexton (Dir.) Fahima Al-Uqdah Adriana Farias Ginne Carrillo Fundraising: Ginne Carrillo Professors: Larry Kelley Rosario Laudicina
THE SPONSORS DIAMOND • Friends of the University of Houston Advertising • Valenti School of Communications • Lopez Negrete Communications, Inc. • Western Lithograph • Media Comp PLATINUM • Advertising Education Foundation of Houston • FKM GOLD • Carrillo Auto Sales • Quality Claims Service • JFA, LLC • Compass Adjusting Services • Triangle Entertainment, Inc • Patrick Sheliah Fox • Brian Lewison SILVER • Diego Farias • Mr. and Mrs. James Queen Jr. • Brittany Livezey • Herbert Jill Kalman • Amina’s Business Service Center • Sharon Ron Sexton • Christeen Giblin • Joe Esmeralda Jass • Terese Doria • Richard Hooks • Conrad Elisa Diozon • Noble Carleen O’Brien SILVER (continued) • Do Le Hanh Nguyen • Reynaldo Juanita Cantu • Tim Rene Davison • Ideal Adjusting • Jenina Hernandez • Alec Lacey King • Vibert Gibbs • Wendell Smith BRONZE • Jonah Sanders • Camille Bryan • DJ Stout • Q-Temps • Jim Barbee • The Littleton Group • Robert Jennifer Reicheck • Miriam Bobby Friedman • Azderco PC Repair • Primerica • Landy Bownds • James W. Hailey III
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  • 3. 2 3 4 5 6 10 11 12 13 14 16 22 24 28 29 30 31 32 EXECUTIVE SUMMARY OBJECTIVES NISSAN BRAND COMPETITION RESEARCH TARGET GEOGRAPHY BRAND DESTINATION BIG IDEA CAMPAIGN PAID MEDIA EARNED MEDIA OWNED MEDIA TIMELINE RETURN ON INVESTMENT EVALUATION APPENDIX TEAM NISSAN CAMPAIGN PROPOSAL
  • 4. 2 EXECUTIVE SUMMARY Nissan is truly an exciting advertising challenge. Most brands struggle to gain momentum, yet Nissan is rapidly gaining market share. It is on course to deliver one new model every six weeks and 15 advanced technologies per year. The challenge is to add to the brand’s ongoing success and leverage Innovation for All with Multicultural Millennials. Building a legacy of innovation with this generation will assure continued sales momentum. The task is to discover insights on how to emotionally engage this target market to create lasting favorability. This is our integrated and persuasive plan to help Nissan reach its goal of becoming one of America’s automotive leaders. So, let’s get started. TARGET The Multicultural Millennial target includes Chinese, Hispanic and African- Americans. They are named the “Transculturals” because they fluidly move from one culture to another. These millennials share universal truths, yet still maintain cultural differences. CREATIVE STRATEGY The creative strategy builds on the Innovation for All platform by highlighting the emotional benefit. Nissan makes it easy for consumers to express themselves by giving them access to innovation. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan a relevant part of Transculturals’ lives. CREATIVE EXECUTION This campaign uses symbols to tell stories and connect Transculturals to the Nissan brand. Symbols have universal meaning. They are adaptive to any culture or advertising situation and add iconic imagery to Nissan’s advertising equity. CONNECTION The campaign reaches the target through a combination of paid, earned and owned media encompassing all consumer touchpoints. It uses broadcast, digital, print, promotions and sponsorships in fun, engaging and innovative ways. NISSAN EXPERIENCE The campaign makes the Nissan brand more engaging and transforms the buying experience. CONCLUSION/ROI The plan will reach 90% of Multicultural Millennials with a compelling message. The result is $66 of revenue for every $1 spent on advertising.
  • 5. 3 OBJECTIVES The challenge is to develop a fully-integrated marketing communication campaign to increase Nissan’s domestic market share and favorability among Multicultural Millennials. To accomplish this, a plan has been developed to increase market share from 13% to 18%. The automotive industry is poised for growth barring an unforeseen spike in energy prices or a double-dip recession. PENT-UP DEMAND Demand for new cars is rising because the average owned vehicle is 11 years old. ATTRACTIVE NEW CAR PRICING Vehicle shortages driven by the Japanese earthquake have caused new cars to be priced at or below used car prices for the first time in history. AVAILABLE CREDIT Historically low interest rates and readily-available credit. EXCITING INNOVATIONS Automakers are adding more advanced technological features to new car models, making them attractive to the consumer. ECONOMIC UNCERTAINTY Rising energy costs and slow economic expansion are the key barriers to achieving significant industry growth. INDUSTRY ANALYSIS BRAND PURCHASE FUNNEL FOR MULTICULTURAL MILLENNIALS 90% aware of campaign 10% test drive 33% buy 50% consider purchasing total population 20,000,000 18,000,000 9,000,000 900,000 300,000
  • 6. 4 NISSAN BRAND HELPFUL STRENGTHS OPPORTUNITIES WEAKNESSES THREATS HARMFUL EXTERNALINTERNAL • Established brand within car industry • Diverse selection of cars with wide range of prices and appeal • Innovative technological developments • Large domestic production relative to other Japanese brands • Sales leadership momentum • Entering new car segments • Lack of marketing to Multicultural Millennials • Low new model awareness • Lack of emotional brand connection • Established competitors for Multicultural Millennials • Global profits reduced by strong yen • Rising gas prices • Economic uncertainty • Increased demand for new vehicles due to shortage of used cars • Growing purchasing power among Multicultural Millennials • Toyota and Honda have decreasing market share Nissan is positioned to capitalize on category growth. Nissan grew by 25% in 2011 while Toyota and Honda lost ground.
  • 7. 5 COMPETITION Automakers compete largely on new technology, style and price. Nissan must bring innovation to an emotional level to set itself apart from established Multicultural Millennial programs and celebrity-driven campaigns. “CHEVY RUNS DEEP.” • 3,084 dealerships • Targets first-time car buyers by testing new cars at high school and college campuses • New Chevrolet MyLink technology connects to smartphones “THE POWER OF DREAMS.” • 1,034 dealerships • Targeted “LeapList” campaign encourages millennials to create a bucket list online • Advanced all-wheel drive system “BUILT FOR THE ROAD AHEAD.” • 3,202 dealerships • Celebrity-driven campaign that has charity tie-in with the Tom Joyner Foundation • New Sony sound systems and blind-spot information technology “NEW THINKING. NEW POSSIBILITIES.” • 820 dealerships • Targeted millennial campaign using headlines like “asphalt boom box” and “uber drive” • Applying holographic displays and solar cell technologies “MOVING FORWARD.” • 1,233 dealerships • Markets to Hispanic and Asian-Americans by using novelas and Japanese animation • Pre-collision systems with avoidance assistance
  • 8. 6 RESEARCH QUANTITATIVE RESEARCH | ONLINE SURVEY (1,575 RESPONDENTS) OBJECTIVES • Understand the brand perception of Nissan among our target • Understand the brand equity of Nissan advertising • Gain insight into auto buying habits • Understand the link between Nissan and its models STRATEGIES • Primary quantitative and qualitative methods were used with secondary research • Specific methods include: online surveys, mind mapping, ethnography, industry interviews, word association, picture storytelling, social media analysis and iconoculture review When you think of automotive brands, which ones come to mind? 2 TO 1 Are you familiar with the Nissan brand? 25% How familiar are you with these Nissan models? 45% are familiar with the Nissan Rogue 48% are familiar with the Nissan Juke 71% are familiar with the Nissan Sentra 89% are familiar with the Nissan Altima Are you familiar with the following advertising themes? “Innovation for All” “Shift the way you move” WHAT WE DISCOVERED Multicultural Millennials prefer foreign to domestic vehicles will consider purchasing a Nissan as their next vehicle • Toyota owns top-of-mind awareness • Nissan has low advertising equity • Target prefers foreign over domestic vehicles • Emotional disconnect between innovation and Nissan • Unfamiliarity with Nissan’s new models 42% 58% 33% 15% 37% 34% 60.2%
  • 9. 7 QUALITATIVE RESEARCH WORD ASSOCIATION (50 RESPONDENTS) ICONOCULTURE REVIEW (3,000 RESPONDENTS) SENTENCE COMPLETION (50 RESPONDENTS) PICTURE STORYTELLING (50 RESPONDENTS) WHAT WE DISCOVERED: Unaffordable, unreliable and white-collar are associated with Nissan. WHAT WE DISCOVERED: The target wants a low-maintenance car that seamlessly fits their lifestyle. WHAT WE DISCOVERED: Nissan drivers are perceived as smart, successful and sophisticated, yet spoiled. WHAT WE DISCOVERED: The target perceives the brand as stylish, environmentally conscious and technologically advanced. 74% want a car that is economical and easy to maintain 71% want a vehicle that is versatile and supports their lifestyle 54% personalize their car to reflect their individuality 47% pay close attention to the design of their car 42% will pay more for a car that has the latest features ELEGANTE UNAFFORDABLE UNISEX UNRELIABLE WHITE ATRACTIVO COMFORTABLE CAREEREXCITED IDEAL FUN DIVERTIDO TECHNOLOGY BARATO COSTOSO ABBURRIDO EDUCATED BORING SLEEK EFFICIENT SOFISTICADO OLD SCHOOL ATTRACTIVE 引人注目的 可靠的 興奮的 乏味的 COLLAR • Nissan is for people who are successful • Whenever I think of a Nissan model, I think sleek • If you bought a Nissan today, your friends would say you’re spoiled
  • 10. MIND MAP (50 RESPONDENTS) WHAT WE DISCOVERED: Nissan is associated with style, features and experiences. QUALITATIVE RESEARCH RESEARCH 8
  • 11. 9 Toyota and Honda dominate top-of-mind awareness. Target lacks clear perception of Nissan. Nissan has low advertising equity. There is a weak emotional tie between innovation and Nissan. There is a disconnect between Nissan and its new models. BARRIERS TO OVERCOME LISTENING-IN-ONLINE (1,250 RESPONDENTS) WHAT WE DISCOVERED: Reliability issues are a popular online topic. DEALERSHIP INTERVIEW AND ETHNOGRAPHY (50 RESPONDENTS) WHAT WE DISCOVERED: Multicultural Millennials are most comfortable buying from people they can identify with. QUALITATIVE RESEARCH
  • 12. 10 CONFIDENCE COMMUNITY HISPANIC Hispanic-Americans are culturally linked to Nissan, given its popularity in Mexico. INDEPENDENCE TREND-SETTING TARGET The target is called “Transculturals” because they fluidly move from one culture to another. Transculturals share universal truths yet maintain cultural differences. PRIDE CULTURE FINANCIAL SECURITY AFRICAN-AMERICAN African-Americans prefer Nissan’s style but often find it unaffordable. CHINESE Chinese-Americans prefer Japanese cars, with Toyota and Honda being their top choices. TRADITION FAMILY AMBITION AUTHENTICITY PASSION SECURITY STYLE EDUCATION SHARED VALUES SHARED CHALLENGES BUDGETS TIME CONSTRAINTS STEREOTYPES AUTHENTICITY AMBITION PASSION
  • 13. 11 GEOGRAPHY 1012 5 7 6 4 2 9 1 3 8 11 Twelve opportunity markets have been selected based on penetration of Transculturals for special support. A national umbrella campaign will support all markets. % of US % of Transculturals Penetration IndexDMA MARKET LIST 29.0% 50.4% 174 1. Atlanta 2. Chicago 3. Dallas / Ft. Worth 4. Houston 5. Los Angeles 6. Miami / Ft. Lauderdale 7. New York 8. San Francisco / Oakland 9. Washington, D.C. 10. Phoenix 11. Orlando 12. San Diego TOTAL 1.6 2.6 163 3.0 4.6 153 2.1 3.8 181 1.7 3.8 224 5.0 9.2 184 1.4 2.8 200 7.4 10.3 139 2.3 3.9 170 1.2 3.0 250 .95 2.2 232 1.5 2.3 153 0.8 1.9 238
  • 14. 12 BRAND DESTINATION CONSUMER INSIGHT This reveals the emotional connection behind the Innovation for All campaign. INNOVATION FOR ALL ACCESS TO QUALITY AND EXCITEMENT DEMOCRATIZES INNOVATION FREEDOM OF EXPRESSION HW-88 HW-88 4 3 2 1
  • 15. 13 HUMAN TRUTH “I am what I drive” BRAND TRUTH Gives Consumers the freedom to own a car that fits their personality. NISSAN MAKES IT... WHY THE IDEA WORKS It highlights the universal truth that freedom means it’s possible. BIG IDEA POSSIBLE
  • 16. 14 CAMPAIGN NISSAN POSSIBLE Nissan is democratizing innovation. By giving consumers access, it opens up their world. Nissan makes it possible. Innovation becomes a destination for achieving possibilities. POSITIONING By positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan relevant to Transculturals’ lives. EXECUTION IDEA The campaign uses symbols to tell stories and connect Transculturals to Nissan and its brands. This approach is unique in the automotive category. It maintains brand consistency by not using spokespeople or celebrities in the advertising. WHY THE IDEA WORKS Symbols have universal meaning. They are adaptive to any culture or advertising situation. Symbols add an iconic imagery to Nissan’s advertising equity. They are timeless yet timely. ART DIRECTION The campaign uses symbols in a variety of ways to link Transculturals with Nissan brands. Advertising follows brand guidelines of using bold and bright colors. The checkerboard style grid is used to extend Nissan’s brand equity. CALL TO ACTION The campaign directs Transculturals to the Nissan Possible campaign microsite. Transculturals are invited to engage, shop or connect to a local Nissan dealer. INNOVATION FOR ALL Innovation for All is featured on all advertising to support each model’s innovation concept. TAGLINE “Shift your ” is the recommended evolution of Nissan’s tagline “Shift the way you move.” This provides a stronger emotional link between the brand and the consumer. “Shift your ” mirrors how Nissan helps Transculturals shift something positive in their life. COPY / LANGUAGE This campaign is adaptable to any language and culture. Copy is tailored to the predominant language of each media vehicle. For example, a print execution in Latina will be in Spanish. QR CODES QR codes provide stories behind each symbol and direct Transculturals to the campaign microsite. The creative strategy builds on the Innovation for All platform by highlighting the emotional benefit. By giving consumers access to innovation, Nissan makes it possible to express themselves.
  • 17. 15 CREATIVE WORK PLAN WHY ARE WE ADVERTISING? To help Nissan build awareness and lasting favorability among Multicultural Millennials. WHOM ARE WE ADVERTISING TO? Transculturals, including Chinese, Hispanic and African-Americans. WHAT DO THEY CURRENTLY BELIEVE? Nissan is stylish, yet it doesn’t always have the cars that fit their lifestyle. WHAT DO WE WANT THEM TO THINK? Nissan brings innovation to the masses with popular cars that fit everyone’s lifestyle. WHAT IS THE MOST IMPORTANT THING TO SAY? Nissan makes it possible to find the perfect car that symbolizes my personality. WHAT TONE DO WE WANT TO TAKE? Fun, friendly and engaging. MANDATORIES Nissan logo, Innovation for All and QR codes. “ Our campaign builds on the Nissan brand story. Every piece of communication clarifies the brand. Every model ladders up to the brand. It is always Nissan... or N Through A to Z ” Phillip O’Connor, Nissan AAF National Student Conference Washington D.C. FROM | TO Product Unattainable All Car Company People Aspirational Me Caring Company
  • 18. 16 PAID | EARNED | OWNED OBJECTIVES • 90% reach/12x average frequency per month • Provide additional support to 12 opportunity markets • Support key sales periods and events STRATEGIES • Use traditional, non-traditional and digital media • Use local media and promotions to support 12 opportunity markets • Schedule support with emphasis leading into key sales events • The campaign will be adjusted based on market and media dynamics NATIONAL TELEVISION | ENGLISH LANGUAGE WHAT: :7½ bookend and :15 primetime commercials on selective programs on 8 broadcast and cable networks. WHY: Programs have 50% or more Transcultural audience composition. HOW MANY: 700 million impressions HOW MUCH: $14,000,000 NETWORKS: CW, MyNetworkTV, MTV, VH1, Ovation TV, FOX Soccer Channel, BET, TV One NATIONAL TELEVISION | IN LANGUAGE WHAT: :7½ bookend and :15 commercials on 5 broadcast and cable networks. WHY: Networks tailored to individual language and viewership. HOW MANY: 425 million impressions HOW MUCH: $8,500,000 NETWORKS: Chinese: TVB8, TVBS Spanish: Univision, Telemundo, Si TV The Connection Plan consists of three media categories: paid, earned and owned. Paid media is traditional media that is purchased on behalf of Nissan to activate the brand funnel. 7.5-second Bookends DVR Proof Commercial Break :7.5 :7.5:30 :15:30
  • 19. 17 NATURAL SAVE SING Cut to Natural. V.O.: Natural. Cut to Save. V.O.: Save. Cut to Sing. V.O.: Sing. Cut to Shift Your Perception. V.O.: Shift your perception. Cut to Shift Your Investment. V.O.: Shift your investment. Cut to Shift Your Stage. V.O.: Shift your stage. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Shrink previous shot into Nissan Possible branding. V.O.: Nissan Possible. Open with Possible. Open with Possible. Open with Possible. Cross-fade to tree, looking still like a painting. Cross-fade to money falling into shot from the top of the screen. S.F.X.: Fluttering paper. Cross-fade to microphone, pan camera around 180 degrees. S.F.X.: Subtle feedback. Pan right to car, petals fall into the frame. S.F.X.: Gentle Breeze Car speeds through the money, scattering the bills. S.F.X.: Speeding car, paper fluttering more aggressively. Cross-fade to car.
  • 20. PAID | EARNED | OWNED PRINT | COLLEGE / UNIVERSITY NEWSPAPERS WHAT: 20 half-page spread, 4-color ads in 24 university community college newspapers in 12 opportunity markets. WHY: 82% of college students have read their campus newspaper in the past three months. HOW MANY: 30 million impressions HOW MUCH: $1,500,000 AFRICAN AMERICAN Vibe: 5 spreads: $668,000 Source: 6 spreads: $283,000 Essence: 12 spreads: $2,400,000 CHINESE Hyphen: 2 spreads: $1,400 Thirteen Minutes: 6 spreads: $3,600 Audrey: 4 spreads: $24,000 HISPANIC People en Espanol: 11 spreads: $1,640,000 Latina: 10 spreads: $880,000 PRINT | MAGAZINE WHAT: 56 full-color spreads in 8 magazines. WHY: 60% or more Transcultural readership. HOW MANY: 195 million impressions HOW MUCH: $5,900,000 18
  • 21. 19
  • 22. 20 SEARCH ENGINE MARKETING WHAT: Build on Nissan’s existing SEM on Bing, Yahoo! and Google. WHY: Use specific keywords to drive Transculturals to the campaign microsite. HOW MANY: 333 million impressions HOW MUCH: $1,000,000 KEYWORD EXAMPLES: Nissan Possible, Innovation Station, Shift your - STREAMING VIDEO WHAT: Behaviorally targeted pre-roll ads on YouTube and VEVO. WHY: 60% of our target audience visit YouTube and VEVO at least once a month. HOW MANY: 348 million impressions HOW MUCH: $4,000,000 INTERACTIVE WEBSITE BANNERS WHAT: Behaviorally targeted interactive banners on high Transcultural trafficked sites. WHY: Transculturals are 2 times more likely to click on banner ads. HOW MANY: 1.4 billion impressions HOW MUCH: $7,000,000 BANNER ADS ON PANDORA SPOTIFY WHAT: :15 audio spots and accompanied banners. WHY: Most popular music-streaming platforms. HOW MANY: 444 million impressions HOW MUCH: $4,000,000 PAID | EARNED | OWNED
  • 23. 21 INTERACTIVE DIGITAL MALL DISPLAYS WHAT: Interactive digital mall displays in 12 opportunity markets. WHY: Allow consumers to use symbols to interact with the brand. HOW MANY: 80 million impressions HOW MUCH: $2,000,000 ADDED VALUE WHAT: Negotiate free banner ads on websites of purchased media. WHY: Increase reach by 10%. HOW MANY: 132 million impressions HOW MUCH: Free as bonus weight CONSIDERED, BUT NOT RECOMMENDED WHAT: Radio WHY: Radio is highly localized and used by Nissan dealerships. Wi-Fi TRANSIT SHELTERS WHAT: 18 Wi-Fi transit shelters in 12 opportunity markets. WHY: Provide free Wi-Fi access in unexpected locations to create buzz. HOW MANY: 287 million impressions HOW MUCH: $4,300,000 CINEMA WHAT: :15 commercial during previews in 75 selected theaters in 12 opportunity markets. WHY: Cinema advertising recall is three times greater than television. HOW MANY: 135 million impressions HOW MUCH: $2,000,000
  • 24. 22 OBJECTIVES • Create lifestyle events, promotions and sponsorships that will generate PR and social media buzz • Build ongoing partnerships that foster lasting favorability among Transculturals • Build on existing Nissan efforts to reach the community STRATEGIES • Develop events, promotions and sponsorships that have universal appeal to Transculturals • Develop partnerships that will extend the campaign • Schedule events and promotions in a phased approach to generate ongoing buzz Earned Media is non-traditional media, sponsorships and events that make Nissan a part of the consumer conversation. NISSAN POSSIBLE ARTS FESTIVAL HOW IT WORKS Nissan Possible arts festivals in 12 opportunity markets showcase local artists, musicians and vendors. Nissan partners with local restaurants to provide food trucks that use Twitter to promote the festival. WHY IT WORKS This connects the Nissan brand with artistic and culinary innovators. HOW MANY: 40,000,000 impressions HOW MUCH: $240,000 MAKE IT POSSIBLE - VIDEO CONTEST HOW IT WORKS Make It Possible Video Contest introduces symbols in a new and exciting way. Participants submit videos that tell a life story using a symbol that ties to a car. Nissan will reward the creator of the video with the highest number of views with a new Altima. WHY IT WORKS Like Doritos’ Crash the Super Bowl campaign, which achieved 1 billion media impressions, the video contest creates opportunities to engage Transculturals. HOW MANY: 100,000,000 impressions HOW MUCH: $200,000 PAID | EARNED | OWNED
  • 25. 23 NISSAN ENTERPRISE PARTNERSHIP HOW IT WORKS Nissan will be the exclusive provider for WeCar on military bases and college campuses. WHY IT WORKS Capitalizes on the growing car-sharing trend. HOW MANY: 1,330,000 impressions HOW MUCH: Negotiate with Enterprise. STREET BASKETBALL TOUR HOW IT WORKS Nissan sponsors the Street Basketball Association competitions in 12 opportunity markets. Promotion of these events will be aired on BET. WHY IT WORKS Basketball has the highest sports viewership and rate of participation among our target. HOW MANY: 80,000,000 impressions HOW MUCH: $1,200,000 MEDIA PARTNERSHIPS HOW IT WORKS Partner with Vibe to sponsor new artists that will be featured in the Nissan Possible Celebration of the Arts tour. WHY IT WORKS Sponsorship generates online and social media interest just like the “Reebok We R Classic” campaign. HOW MANY: 1,400,000 impressions HOW MUCH: Included with Paid Media. PROJECT GRAD PARTNERSHIP HOW IT WORKS Partner with Project GRAD to provide Nissan Possible scholarships to extend Nissan Neighbors program to 12 opportunity markets. WHY IT WORKS Creates positive ongoing presence in the multicultural community. HOW MANY: 130,000,000 impressions HOW MUCH: $1,000,000 NISSAN INNOVATION STATION TOUR HOW IT WORKS A mobile version of the Innovation Station travels to malls and universities in 12 opportunity markets. WHY IT WORKS Like the UK Innovation Station, which received 1.7 million visitors in its first 3 months. The tour will engage our target. HOW MANY: 120,000,000 impressions HOW MUCH: $3,000,000
  • 26. 24 OBJECTIVES • Increase the number of NissanUSA Web site visits among Transculturals by 10% • Increase time spent with Nissan’s online channels by 15% NISSAN ONLINE DESTINATION EXPERIENCE The “Nissan Possible” microsite is the hub for the campaign and will link to NissanUSA.com. VERSA SHIFT_ your music. Starting at $10,990 + 109-hp 1.6-liter + 4-cylinder engine + 30 city MPG + 38 hwy MPG Six Standard air bags Anti-lock Braking System CD audio system with auxiliary audio input jack Stretch things out - VERSA has class-leading legroom INNOVATION FOR ALL Home What’s New Test Drive Submit a story POSSIBLE. When users click on a symbol, they are taken to a landing page that highlights the car model and the backstory about the symbol. PAID | EARNED | OWNED Owned Media allows Nissan to create an online destination experience by controlling the channels.
  • 27. 25 FACEBOOK GAME HOW IT WORKS Develop a simulation game where players build and manage their own virtual Nissan car dealerships. WHY IT WORKS 80% of Facebook users play simulation games. PINTEREST PAGE HOW IT WORKS Nissan extends the “Possible” campaign on the photo-sharing website Pinterest. WHY IT WORKS Pinterest is the fastest site in history to reach 10 million unique visitors. AUGMENTED REALITY APP HOW IT WORKS A mobile application that lets potential buyers virtually see their favorite Nissan model in their driveway. WHY IT WORKS Millennials are 28% more likely to own a smartphone. RECOMMENDED CHANGES TO THE NISSAN BRAND EXPERIENCE YOUTUBE PAGE HOW IT WORKS Nissan’s YouTube page makes it easy for Transculturals to share their stories. WHY IT WORKS Over 4 billion YouTube videos are viewed daily.
  • 28. 26 NISSAN CONQUEST PROGRAM Nissan capitalizes on the opportunity to take market share from Toyota and Honda. HOW IT WORKS Customized invitations containing personalized URLs (PURLs) will be mailed to targeted Honda and Toyota owners who have vehicles that are at least 5 years old. Users will be offered special incentives to switch to Nissan. WHY IT WORKS PURL programs have proven to be 50% more effective than other incentive-based programs. WHAT IT COSTS $500,000. Maria Lopez 1234 Any Street Chicago, IL 60657 POSSIBLE. Congratulations, Maria! You can now trade in your Toyota and earn up to $2,000 towards a new Nissan of your choice. Log on to your customized Nissan Web site bit.ly/n6kkLA to access your personal discounts and get exclusive information on our newest car models. POSSIBLE. PAID | EARNED | OWNED
  • 29. 27 THE DEALERSHIP EXPERI- Transculturals dread the dealership visit. “Nissan Possible” makes it fun and interactive. DEALERSHIP KIOSK HOW IT WORKS Interactive kiosks feature symbols that correspond with Nissan cars. Users can schedule test drives, view car specs and learn about Nissan’s financing options. WHY IT WORKS The digital kiosk puts Transculturals in control of the shopping experience. 55% say negotiating a car purchase is worse than visiting the dentist. COLLATERAL Each car model has print materials that use symbols to link with product benefits. NAMETAGS FOR STAFF Makes the sales associate an ambassador for the campaign.
  • 30. 28 TIMELINE Category Sales (2011) Sales Events Holidays Weeks 1 8 15 22 39 6 13 20 27 3 10 17 PAID MEDIA Television: 7.5 bookends/ 15-second 8 English Language Networks 5 In Language Networks Print: Spread and 1/2 spread, 4-color 8 Magazines 24 College Newspapers Digital SEM Interactive Website Banners Vevo and YouTube Pre-roll Pandora + Spotify Added Value - Media Banners Outdoor: 12 Opportunity Markets Wi-Fi Transit Shelters Interactive Digital Mall Displays Cinema: 12 Opportunity Markets 15-second / 75 theaters EARNED MEDIA Video Contest Make It Possible Promotional Events Nissan Possible Arts Festival Street Basketball Tour Innovation Station Tour Partnerships VIBE Enterprise We-Car Project Grad / Nissan Neighbors OWNED MEDIA Digital NISSAN Web Experience Conquest Program (PURL) Facebook Game YouTube Channel Pinterest Page Augmented Reality App Dealership Kiosk Collateral OTHER LINE ITEMS Production Agency Fee Contingency * ** *** 24 Memorial Day 6.9% Jun-13Apr-13 6.9% May-13 7.3% Cost to be negotiated with Enterprise Funded under paid media These will be added as bonus weight with our paid media Tent Sale 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 Feb-14 8.9% Dec-13 9.7% Jan-14 6.9% Most Wonderful Sale of the Year Independence Day Labor Day Thanksgiving Christmas New Year/MLK Chinese New Year Aug-13 Tent Sale 8.8% Nov-13 8.1% Jul-13 Funded under paid media These will be added as bonus weight with our paid media Sep-13 Oct-13 8.9% 7.9%8.1% Impressions Cost ($) 3 10 17 24 31 700,000,000 14,000,000 425,000,000 8,500,000 195,000,000 5,900,000 30,000,000 1,500,000 333,000,000 1,000,000 1,400,000,000 7,000,000 34,800,000 4,000,000 444,000,000 4,000,000 132,000,000 * 287,000,000 4,300,000 80,000,000 2,000,000 135,000,000 2,000,000 100,000,000 200,000 40,000,000 2,000,000 80,000,000 1,200,000 120,000,000 3,000,000 1,400,000 ** 1,330,000 *** 30,000,000 1,000,000 20,000,000 500,000 500,000 500,000 500,000 233,000 550,000 225,000 250,000 25,000 300,000 250,000 20,000,000 1,650,000 1,100,000 5,517,000 17,000,000 7,500,000 5,000,000 4,611,730,000 100,000,000 TOTALMar-14 11.6% Bottom Line Sales Event 23058 Annual GRPs Monthly: 95% Reach/20 avg. frequency
  • 31. 29 BUDGET The $7.5 million agency fee is an estimate of the hours it will take to provide Nissan with a dedicated team of management, planning, creative, media, public relations, production, traffic, social media and digital development. Cougar Concepts will review agency hours with Nissan on a semi-annual basis to make adjustments to the fee accordingly. RETURN ON INVESTMENT RETURN ON INVESTMENT The plan reaches 90% of Multicultural Millennials with a compelling message. If 15% of those who are aware of the advertising make a purchase, an additional $6.7 billion of revenue will be generated. The result is $66 of revenue for every $1 spent on advertising. *Nissan Purchase Funnel and ROI Calculation Market share goal is to increase from 13% to 18% for our target. The case study has 13% market share which equates to 200,000 units. An 18% market share would equate to 300,000 units. The target market is 20 million. Reaching 90% would be 18 million. If 50% consider Nissan, that would be 9 million. If 10% visit a dealership and test drive a car, that would be 900,000. If 1 out of 3 are converted to a purchase, that would be 300,000 units sold. Return on investment is calculated by 300,000 units multiplied by an average $22,300 per car, which equates to $6.7 billion. The advertising budget of $100 million would be 1.5% of sales. This is less than the 2.1% A to S ratio cited in the latest Nissan annual report. This is $333 of advertising per unit sold, which is less than the normal $500 per unit sold. $6.7 billion in sales is $66 in sales for every $1 of advertising. TELEVISION PRINT OUT-OF-HOME DIGITAL PROMOTIONS PRODUCTION AGENCY FEE CONTINGENCY $100 MILLION TOTAL BUDGET 7.4% 8.3 % 22.5% 24.9% 17.0% 7.4% 7.5% 5.0% 19.4% 5.5% COLLATERAL
  • 32. 30 PRE-TESTING (N=100) The campaign has been pre-tested with Transculturals as well as other millennials on likeability, uniqueness and motivation. Testing confirmed the campaign is unique and will motivate consumers to shop Nissan. POST-TESTING Cougar Concepts will measure the market effectiveness of the campaign through: • A post-wave to the benchmark awareness, attitude and usage study • The number of impressions in the connection plan schedule • The response to the Conquest program • The number of leads to the “Nissan Possible” microsite • The number of fans generated by social media • The number of attendees to “Nissan Possible” events COUGAR CONCEPTS ASKS YOU TO PROVIDE MEASURES OF: • Overall sales for the target • The number of leads to NissanUSA from the campaign microsite • Sales from the Conquest program • Dealership satisfaction of the overall campaign The campaign will be closely monitored so that adjustments to media and markets can be made. CAMPAIGN EVALUATION AND FUTURE THOUGHTS FUTURE THOUGHTS The campaign adds to Nissan’s momentum to reach its fiscal Power 88 goals of 8% global market share and 8% corporate profit margin. FINAL THOUGHTS By democratizing innovation, Nissan makes it possible for consumers to express themselves. This simple insight reveals the emotional power of Nissan’s Innovation for All campaign. We connect this idea to Transculturals by using symbols that tell stories. This campaign is fully integrated and adds to the equity of the Nissan brand. Cougar Concepts is confident this plan will meet your objectives. Together, we make it “Nissan Possible.” Thank you. When can we start? Nissan Authorization 1. LIKEABILITY 2. UNIQUENESS 3. MOTIVATION 20% 40% 60% 80% % that scored 8 to 10/10
  • 33. 31 APPENDIX Interviews Baker, Brad. Baker Nissan, Houston. 23 Jan 2012. Bencomo, Anadeli. Personal Interview. 21 Feb 2012. Conyers, James. Personal Interview. 25 Jan 2012. Foldvari, Gustavo. “The Hispanic Millennial: An Insightful View into Their Lives.” NSAC Team Meeting. Lopez Negrete Communications. Houston. 12 Jan 2012. Lecture. Islam, Ahmad. “Targeting Multicultural Audience.” NSAC Team Meeting. Common Ground. University of Houston, Houston. 14 Feb 2012. Lecture. O’Connor, Philip. AAF-Student Conference. AAF. National Association of Homebuilders, Washington D.C.. 10 Oct 2011. Keynote. Zou, Yali. Personal Interview. 06 Feb 2012. NSAC Research Partners Ad-ology Experian Simmons Gettyimages Nielsen SRDS Articles Boudette, Neal, and Mike Ramsey. “U.S. Car Sales Rise Again.” Wall Street Journal. 02 Nov 2011: B3. Print. Krisher, Tom. “Automakers Shift into High.” Houston Chronicle [Houston] 03 Jan 2012, B2. Print. Ramsey, Mike., and Yoshio Takahashi. “Car Wreck: Honda and Toyota.” Wall Street Journal. 01 Nov 2011: B1. Print. Ramsey, Mike, and Sharon Terlep. “Car Sales Rise on Discounts.” Wall Street Journal. 04 Oct 2011: B2. Print. Online Articles “Army and Airforce Exchange Service, Enterprise Rent-A-Car Bring Car Sharing to U.S. Military Bases.” Enterprise Holdings. 10 Nov 2011. Web. 15 Mar. 2012. Brodesserakner, Claude. “Chevy’s First Hispanic Film Integration Deal Spawns a Hit.” AdvertisingAge. 06 Sep 2007. Web. 15 Mar. 2012. http://adage.com/article/madisonvine-news/ chevy-s-hispanic-film-integration-deal-spawns-a-hit/120281/. “College Students Addicted to College Newspapers.” MarketingVOX. MarketingVOX, 04 Jun 2008. Web. 15 Mar 2012. http://www.marketingvox.com/college-students-addicted-to- college-newspapers-039002/. Fetto, John. “Power Trip Asians increase their buying power in the U.S. market..” AdvertisingAge. 01 Dec 1999. Web. 15 Mar. 2012. http://adage.com/article/ american-demographics/power-trip-asians-increase-buying-power-u-s-market/42913/. Gasnier, Matt. “Best Selling Cars Around The Globe: Mexico, Nissan’s Kingdom.” The Truth About Cars. The Truth About Cars, 30 Apr 2011. Web. 20 Mar 2012. http://www.thetruthaboutcars. com/2011/04/best-selling-cars-around-the-globe-mexico-nissan’s-kingdom/. Halpert, Julie. “Hyundai Marketing Boss: We’re Not Just a ‘Left-Brain Choice’.” AdvertisingAge. 10 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/news/ hyundai-marketing-boss-a-left-brain-choice/230305/. Harper, Brian. “Big 3 make strong comeback.” National Post. 21 Feb 2012: n. page. Web. 15 Mar. 2012. http://life.nationalpost.com/2012/02/21/big-3-make-strong-comeback-in-the-game-of- selling-cars/. Hirsch, Jesse. “The Food Truck Revolution Revs Up, With a Little Help.” New York Times. 01 Oct 2011. Web. 15 Mar. 2012. http://www.nytimes.com/2011/10/02/us/the-food-truck-revolution- revs-up-with-a-little-help.html?_r=2pagewanted=all. Imada, Bill. “Don’t Be So Quick to Dismiss Power of Asian Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. http://adage.com/article/news/quick-dismiss-power-asian-con sumers/146385/. Kageyama, Yuri. “Toyota’s New Pre-Crash Technology Directs Steering.” ABC News. 21 Jul 2011. Web. 15 Mar. 2012. http://abcnews.go.com/Technology/wireStory?id=14122323. Lefton, Terry. “Nissan Steers Toward College Football.” SportsBusiness Journal. 22 Nov 2010: 16. Web. 20 Mar. 2012. http://www.sportsbusinessdaily.com/Journal/Issues/2010/11/20101122/ SBJ-In-Depth/Nissan-Steers-Toward-College-Football.aspx. Moran, Charlie. “How Honda’s Using Hip-Hop to Spread the Word About Savings.” AdvertisingAge. 05 Mar 2009. Web. 15 Mar. 2012. “Next Generation Of Minorities Focus Of Community Involvement Study.” Minority News. 15 Mar 2012. Web. 15 Mar. 2012. Rowinski, Dan. “Breaking Down the Most Used Android Apps by Age Demographic.” Read Write Web. 12 Dec 2011. Web. 15 Mar. 2012. http://www.readwriteweb.com/archives/ breaking_down_the_most_used_android_apps_by_age_de.php. Slutsky, Irina. “’Urban’ Trope Misses a Large Swath of Black Consumers.” AdvertisingAge. 11 Oct 2010. Web. 15 Mar. 2012. http://adage.com/article/news/marketing-urban-misses-a-large- swath-black-consumers/146371/. Stoute, Steve. “Targeting Millennials? You Have to Think Outside the Traditional Color Lines.” AdvertisingAge. 17 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/guest- columnists/traditional-color-lines-targeting-millennials/230497/. Van Wageningen, Ellen. “GM focusing marketing strategy on first-time buyers.” Vancouver Sun. 09 Jan 2012. Web. 15 Mar. 2012. http://www.vancouversun.com/cars/ focusing marketing strategy first time buyers/5970089/story.html. Wentz, Laurel. “Scott’s, Target, Ford Score ANA Multicultural Excellence Awards.” AdAge Hispanic. 08 Nov 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/ scott-s-target-ford-score-ana-multicultural-excellence-awards/230880/. Wentz, Laurel. “Toyota Brings We Are Many Social Media Effort to Telemundo Novela.” AdAge Hispanic. 15 April 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/ toyota-brings-somos-muchos-effort-telemundo-novela/227019/. Web Sources “2012 Fusion.” The Official Site of Ford Vehicles. Ford, n.d. Web. 15 Mar 2012. http://www.ford.com/ cars/fusion/features/Feature13/. “Audience and Demographics.” Vevo. VEVO, n.d. Web. 15 Mar 2012. http://www.vevo.com/About/ Demographics. “Audrey Magazine Media Kit.” Audrey Magazine. James Ryu, 2010. Web. 15 Jan 2012. www.audreyshops.com/docs/mediakit.pdf. “Automotive Industry Survey - Millennial’s Technology Preferences.” Microsoft News Center. Microsoft, May 2010. Web. 15 Mar 2012. www.microsoft.com/presspass/ 05-27WakefieldAnalysisResults.ppt. Bhargava, Rohit. “Honda Masters The Art of Marketing Timing.” Influential Marketing Blog. Influential Marketing, 23 Jan 2012. Web. 15 Mar. 2012. http://www.rohitbhargava.com/2012/01/ honda-masters-the-art-of-marketing-timing.html. “Car Dealers Can Profit by Connecting with Millenials.”Microsoft News Center. 27 May 2010. Web. 15 Mar. 2012. Carol Phillips. Researching the Millennial Mind. 2010. Slideshow. SlideshareWeb. 15 Mar 2012. http://www.slideshare.net/CarolPhillips/researching-the-millennial-mind. Carol Phillips. A Generational Portrait. 2009. Slideshow. SlideshareWeb. 15 Mar 2012. http://www.slideshare.net/CarolPhillips/a-generational-portrait. Chung, Mong-Koo. “Corporate Message.” Hyundai Motor Company. Hyundai Motor Company, n.d. Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/Overview/ CorporateMessage/index.html. “Company Profile.” Hyundai Motor America. Hoovers, n.d. Web. 15 Mar 2012. http://www.hoovers.com/company/Hyundai_Motor_America/cyjrki-1.html. “Crash the Super Bowl.” Amazon Web Services. Effie Awards, 2008. Web. 15 Mar 2012. s3.amazonaws.com/effie_assets/2008/2592/2008_2592_pdf_1.pdf. “Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black and Universities.” @Ford Online, 17 Mar 2011. Web. 15 Mar 2012. http://www.at.ford. com/news/cn/Pages/Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black Colleges and Universities.aspxgt;. Halvorson, Bengt. “Chevrolet Researches What Young Americans Want—And It’s Not Hatchbacks.” The Car Connection. N.p., 09 Jan 2012. Web. 15 Mar 2012. http://www.thecarconnection.com/news/1071482_chevrolet-researches-what-young- americans-wantand-its-not-hatchbacks. “History Overview.” Hyundai, n.d. Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/ Overview/History/index.html. “Hyphen Media Kit.” Issuu. Hyphen Magazine, 02 Jun 2010. Web. 20 Feb 2012. http://issuu.com/ hyphenmagazine/docs/hyphen_mediakit. Koegel, Kathryn. “Pandora Mobile Marketing.” Pandora Radio. Pandora, 2012. Web. 01 Mar 2012. http://www.pandora.com/static/ads/media-kit/advertising.html. Lee, Rainie. The State of Millennials. 2011. Slide Show. Pew InternetWeb. 15 Mar 2012. http://pewinternet.org/Presentations/2011/Jul/Millennials.aspxgt;. “Millennials: A Portrait of Generation Next.” Pew Social Trends. Pew Research Center, Feb 2010. Web. 15 Mar 2012. http://pewsocialtrends.org/assets/pdf/millennials-confident-connected- open-to-change.pdf. “New Technology.” Hyundai Motor company. Hyundai, 2012. Web. 15 Feb 2012. http://worldwide. hyundai.com/WW/Innovation/Technology/NewTechnology/index.html. “News Releases.” Toyota USA Newsroom. Toyota, n.d. Web. 15 Mar 2012. http://pressroom.toyota. com/releases/toyota feature technology safety innovations 2012 chicago auto show.htm. “Pandora.com Traffic and Demographic Statistics.” Quantcast. 2012. Web. 15 Mar 2012. http://www.quantcast.com/pandora.com. “People en Espanol Media Kit.” PeopleenEspanol.com. 2012. Web. 15 Mar 2012. http://www.peopleenespanol.com/static/mediakit/rates.html. “Reaching Your Audience on YouTube.” YouTube. YouTube, n.d. Web. 15 Mar 2012. http://www.youtube.com/advertise/demographics.html. “Sales Reports.” Official U.S. Media Newsroom. Nissan and Infinity, 2012. Web. 15 Mar 2012. http://nissannews.com/newsroom/59/202/sales-reports. “Spotify.com Traffic and Demographic Statistics.” Quantcast, 2012. Web. 15 Mar 2012. http://www.quantcast.com/spotify.com. “Spotify Website Demographics.” VisualDNA Audiences on YouTube. Visual DNA, n.d. Web. 15 Mar 2012. http://audiences.visualdna.com/youtube/uk/brands/websites_uk/ spotify. “Technology Picture Book.” Honda Worldwide. Honda, 2012. Web. 15 Mar 2012. http://world.honda.com/automobile-technology/. “The Source Media Kit.” thesource.com. L. Londell McMillan, 2011. Web. 10 Feb 2012. www.thesource.com/source_mediakit_6_13_11.pdf. “VIBE Media Kit.” Issuu, 2010. Web. 15 Mar 2012. http://issuu.com/claudedupre/docs/ vibe_brand_media_kit_mk2010. “What is Chevrolet MyLink?.” Chevrolet, n.d. Web. 15 Mar 2012. http://www.chevrolet.com/experience/ mylink-vehicle-technology. Research Databases ComScore Datamonitor Hoovers Iconoculture LexisNexis Courtesy of Getty Images #108121825 #1088383033 #109914902 #111900787 #115083874 #119692208 #122293112 #124226809 #124518272 #126408980 #129844102 #130856766 #137924311 #138711676 #200218041-001 #200326964-001 #200337554-002 #200382886-001 #200488800-001 #200557569-001 #56723780 #70009763 #74325172 #78116356 #78364098 #78750651 #79330746 #81711841 #84159673 #85071803 #85660452 #87340933 #90096253 #90096297 #94502345 #95466693 #95503636 #95764617 #95764862 #97464823 #AA022776 #AA026656 #AA026677 #AA049764 #BU001999 #DES_001 #DV1193021 #FD002621 #rbrs_0022 #sb10066222mm-001 #sb10066910i-001 #sb10069066w-001 #SP002859 #SP003653 #SP003654 #SP003655 #SP004915
  • 34. 32 THE TEAM Account Director: Scott Gilbert Traffic Director: Jeanette Dickie Plans Book Art Director: Calvin Hart Plans Book Editor: Kimberly Guel Account Planning: Zac Fox (Dir.) Randy Cantu Kristyna Lewison Anjali Alexander Nataly Vega Creative Team: Dwayne O’Brien (Dir.) Isabelle Chabrier Carmina Valdes Ali Parmar Joe McKinney Joseph Jass Christie Nguyen Ari Diozon Lisa Liu Lainee Hooks Media Planning: Mike Le (Dir.) Tarah Davison Marketing: Candace Queen (Dir.) Dustin Kalman Owned Media: Henry Lee (Dir.) Public Relations: Jamie Sexton (Dir.) Fahima Al-Uqdah Adriana Farias Ginne Carrillo Fundraising: Ginne Carrillo Professors: Larry Kelley Rosario Laudicina
  • 35. THE SPONSORS DIAMOND • Friends of the University of Houston Advertising • Valenti School of Communications • Lopez Negrete Communications, Inc. • Western Lithograph • Media Comp PLATINUM • Advertising Education Foundation of Houston • FKM GOLD • Carrillo Auto Sales • Quality Claims Service • JFA, LLC • Compass Adjusting Services • Triangle Entertainment, Inc • Patrick Sheliah Fox • Brian Lewison SILVER • Diego Farias • Mr. and Mrs. James Queen Jr. • Brittany Livezey • Herbert Jill Kalman • Amina’s Business Service Center • Sharon Ron Sexton • Christeen Giblin • Joe Esmeralda Jass • Terese Doria • Richard Hooks • Conrad Elisa Diozon • Noble Carleen O’Brien SILVER (continued) • Do Le Hanh Nguyen • Reynaldo Juanita Cantu • Tim Rene Davison • Ideal Adjusting • Jenina Hernandez • Alec Lacey King • Vibert Gibbs • Wendell Smith BRONZE • Jonah Sanders • Camille Bryan • DJ Stout • Q-Temps • Jim Barbee • The Littleton Group • Robert Jennifer Reicheck • Miriam Bobby Friedman • Azderco PC Repair • Primerica • Landy Bownds • James W. Hailey III