AAF Nissan Plans Book
Sep 12, 2014
This is Central Edge's 2012 Nissan campaign.
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TABLE OF CONTENTS01EXECUTIVE SUMMARY
Purchasing a car is a big commitment.For most, it is one of the biggest financial commitments of their lives. When Central Edge began studying the psychographics of our consumers, many things became clear. This is a brand loyal generation with high expectations from companies. When it comes to cars, it is not features, colors, or even price that drives them to purchase a car. They believe a company should do more than just provide products or services. They also have an expectation of community only involvement. They want to know how that brand is going to benefit them in their everyday lives. Over the past seven months, we conducted extensive research and strategized the most effective way to reach our target market. Central Edge associates spent a day in the life of numerous multicultural millennials to walk in their shoes. We crafted Cultural Analysis Maps to help guide us through the campaign and uncovered barriers that were stopping them from purchasing Nissan vehicles. On the following pages, we present the strategies and executions that will be effective in increasing market share among multicultural millennials who are 18 - 29 years-old. Our campaign will reinforce that Nissan is the most innovative automotive company in the world. Central Edge is confident that we have met all your objectives and exceeded Nissan’s expectations. In short, we have been as innovative as Nissan is.
- Scott Whisenhunt, Account Director
We are a diverse group of students with different majors, interests and ideas, but we all have the same belief that our client’s and their brands success comes first. With inventive ideas and strategy, our mission is to accomplish all of Nissans aspirations and desires. We believe we have done all of that and more.
- Central Edge Communications
WE ARE THE EDGE OF ADVERTISING
Multicultural Millennials: Nissan:
Nissan Campaign Driving Insight:
Where We Are... The Situation02
• As much as they are separated and defined by their culture and heritage… they are joined by their pursuit of being a part of the whole.
• They respect the past. But they look to the future fully confident that they can change it and correct the mistakes of those who went before them… they believe they can change the world.
• When it comes to buying a new car – they want style, features, speed and reliability but…their choice is driven by two factors: money and life-stage. These two factors will assist the consumer in making their final choice.
• They do not trust companies – and they don’t trust the advertising done by most companies.
• Consumers expect companies to pay a price for the right to do business…they want to buy from companies that do more than just make money.
• Nissan does not have a distinctive or clearly defined personality with its prospects.
• Nissan makes the Evoked Set list of most Multicultural Millennials, but it is so near the bottom that if they find a good deal on a higher ranking competitor – they never even look at a Nissan.
• Nissan really is an innovative company…that is not just advertising lingo (although our prospects don’t really understand what Nissan means by Innovation, and they aren’t really sure why they should care.
• Nissan is a company that pays back on a global basis - although our prospects view “paying back” as a more localized response.
• Nissan really does have a reason why it does what it does – beyond just making money. Their mission and vision is defined as “enriching people’s lives.”
While we gathered and analyzed information, we discovered several key truths about Multicultural Millennials and Nissan. These key findings drove Central Edge response to the problems and opportunities identified in this challenge as well as our overall campaign strategy. Ultimately, these key truths led to the insights that drove this campaign.
“Everything we do, we do because we believe in innovation. We believe in building cars that are unique, that deliver superior value. The way we challenge the status quo is by building quality vehicles that are more efficient, more beautiful, and more innovative than ever. We believe all companies should be good citizens in the global community; and to that end we focus on and contribute to humanitarian aid, supportive education, and caring for the environment. We just happen to make great cars.”
Understanding Multicultural Millennials and Nissan.
We executed six different types of research to understand and gain insight into the lifestyle of Multicultural millennials in the U.S to shape our campaign and build a long-term relationship between Multicultural Millennials and Nissan.
Objectives
Understand the purchasing habits of Multicultural Millennials when purchasing a vehicle.{ {
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Understand the commonalities among Multicultural Millennials in the U.S.
Explore/understand cultural influences. (lifestyle & generational)
Analyze Nissan’s competitors and understand their brand identities with Multicultural Millennals.
Identify the meaning of “Innovation” with our selected sub segments and how they perceive it.
Discover the most profitable and effective mediums to reach Multicultural Millennials in the U.S.
RESEARCH03
To delve deeper into the specific problems with the brand and expand the knowledge and understanding of the target.
56 IN-DEPTHINTERVIEWS
To develop a working knowledge of cultural influences, commonalities and the attitudes toward Nissan, and it’s competitors.
2 FOCUSGROUPS
Analyzing the everyday lifestyle influences of the target in day-to-day surroundings.
6 PSYCHOLOGICALSHADOWS 1,039
One-on-one interviews to learn more about the specific characteristics of the target markets decision making process.
169 STREETINTERVIEWS
TOTAL
IMPRESSIONSRESEARCH
To illustrate interlocking relationships between a variety of different concepts and ideas among the target market.
6 CULTURAL ANALYSISMAPPING STUDIES
To gather detailed information of the targets opinions of the brand and competing brands.
401PERCEPTUALSURVEYS
To establish the target’s opinions, buing habits, and media outlets considering Nissan and major competitors.
387ONLINESURVEYS
04
Multicultural MillennialsAfrican 1.07 %American
Hispanic 1.28 %
Chinese .09%U.S Population
2.44
97.56
%
%
32
43 57
%
% %
41%more likely than the average to have a household income above $60,000.
more likely than others to have
attended college.
Multicultural Millennials are... Understanding Multiculturals/
lifestyle analysis
How They View Cars:
FINDINGS05
• Multiculturals covet the latest technology and will pay more than the average customer to buy what they want.
• Simmons data reports that they are 86 times more likely to spend time on the internet then other demographics.
• Each sub - segment bases its major purchase decisions on style, function, quality and reliability.
• Multiculturals want to be defined by their choices in music, art, and celebrity association.
• Multiculturals base their purchasing on more than product – they want brands they trust and believe have a purpose.
• All three sub-segments are 107 times more likely than other targets to watch television for relaxation and information.
• Magazines have an amazing Simmons index of 643 among Multicultural Millennial, which means the target is 543 times more likely than the rest of the population to read magazines.
• Multiculturals treasure tradition and their cultural heritage while seeking convergence and becoming a part of the whole.
• Multiculturals respect the older generation and value the ethics and standards of the past.
• Multiculturals believe they can and will make the world a better place.
• Multiculturals don’t trust advertising but want to find brands that they can trust and believe in.
• Believe think their car should express their personality.
• Multiculturals drive to gain a sense of freedom.
• Multiculturals want a car that can be personalized and fit into their lifestyles.
• Ideal car is fast, exciting and friendly to the environment.
• Multiculturals want cars that stand out from the others.
SWOT06
Our Central Edge campaign tackles these barriers and misconceptions which include:
• Lack of brand perception.
• Cognitive resonance in today’s oversaturated auto industry.
• Creating new and reviving long lasting relationships and brand favorability with Multicultural Millennial Americans.
• Always on the edge of Innovation.
• Quality cars at reasonable prices.
• Variety of styles and features to meet most consumer expectations.
• Company is already engaged in on-going innovative research
• Nissan has a strong and established corporate citizenship policy.
• Strong environmental initiatives.
• Create a brand identity that distinguishes Nissan from its competitors.
• Develop an online and social media relationship with multicultural millennials.
• Opportunity to alter the purchase process.
• Create brand loyalty by gaining the trust of the millennial generation.
• Community involvement opportunities to put Nissan in the consumer’s day-to-day lives.
• Nissan has an inconsistent brand identity.
• Weak brand position among consumers.
• No persona in the market.
• Fragmented web presence.
• No existing relationship with multicultural sub-segments.
• Innovation from their competitors.
• Competition for millennial market share.
• The economy.
Barriers
Strengths
Weaknesses Threats
Opportunities
His
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Chi
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• Primarily an urban market.
• Psychological focus on cultural elements of music, fashion and language.
• Believe that what they buy should make a statement about you.
• Committed to individuality and pride.
• Heavy users of electronic media.
• Proud of Latino heritage while merging Hispanic traditions with American customs.
• Identify with country of origin.
• Values are important.
• Respect elders.
• Believe helping others is imperative before one can reach self-actualization.
• Speak English & Spanish.
• Brand conscious.
• Interested in current technology.
• Value career success higher than they value marriage, children, religion and wealth.
• Rely on consumer reviews.
• Chinese media, is mostly consumed by first and second generation Chinese.
Multicultural Millennial MindsetDistinguished by their cultural and family heritage, Multicultural Millennials are also diverse and empowered by their uniqueness and traditions. Unified, they are the future. They are
a part of the first generation of true digital natives. Multicultural Millennials are born into a global culture and defined by unifying, not distinguishing attitudes.
INSIGHTS07
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TARGET SEGMENTS 08All multicultural segments are unique and in many ways that uniqueness influences their shopping and buying habits, but when it comes to buying new cars – our research confirms that their buying habits are minimally influenced by cultural heritage – it is driven instead by their life stage and economic status, factors which impact virtually all car buyers.
When it comes to buying cars…despite their differences…four factors rise to the top of the influence set for all three segments:
style quality price life stage{ }
These factors separate them into two Primary buying segments and one secondary market
• Lower end of age category• Just finishing school; starting careers• Style and price driven• Feature desirous• First new car purchase• Usually single• Often a family assisted purchase• Competitively confused• Peer influence is high• Family input is important• Probable Nissan Purchase: Versa and Altima
• Older end of age dynamic
• Building career
• Style and feature driven
• Price sensitive
• With a partner – often a family
• Concerned about family and peer impression
• Influence buying decisions• Opinion Leaders on purchase choice• Provide financial assistance for some buyers
ST
AR
TE
RS
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IVE
RS
PARENTS
THE COMPETITION09
How to distinguish Nissan from its competition? Our research clearly told us that when our prospects think about car brands and begin the car selection process they have difficulty separating one cars features from another…and that they have NO CLEAR perception of NISSAN as a BRAND and assign NO BRAND PERSONALITY to its cars
The Buying ProcessWhat consumers do first in the buying decision process is recall the perception of a brand. Once they have accessed their evoked set of brands, built from awareness and perceptions- only then do they begin to contrast features.
How do we expand sales with Multicultural Millennials beyond 25 percent? How do we stand-out from our competitors?
By creating a distinctive brand personality and position, not just create awareness of features.
Making it into the evoked set is in great part determined by positioning - how consumers perceive our brand in comparison with its competitors.
They know our name... but they don’t connect with us. Nissan lacks a strong brand identity or personality.
It’s not about comparing features…it’s about realizing what connects us and
making us memorable.
Automotive Industry Market ShareWall Street Journal - September 2011
Nissan ranks 4th in sales in the total car market and 3rd in Multicultural Millennials market share with 25% of its sales coming from these prospects.
Nissan
Hyundai
Other
GM
Ford
ToyotaHonda8.8%
4.9%
30%
19.7%
16.6%
11.5%8.5%
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Central Edge used the Vehicle Innovation Strategy Framework to define the personalities of Nissan and its competitive set in order to clarify brand personas. We have developed a campaign designed to distinguish and create a distinctive brand personality for Nissan to build stronger and specific brand recall…a true competitive difference. This concept is based on a specialized application of Brand Archetypes and their ability to relate to car buyers.
Our campaign is carefully designed to shift Nissan’s brand perception with Multicultural Millinnials from the Fast Follower to the Architectural Revolutionizer. By stragicially positioning Nissans Innovation and building new relationships with MultiCultural Millinnials we will show them that Nissan does much more than make vehicles. They make vehicles to improve their lives and the way they move through the world.
Create a distinct position and bring the brand position to life…
The key to out performing our competition….
THE COMPETITION10
The Brand Builder
Brand-oriented, product innovations, Mid-size
volumes, High-end customers
Fast
Follo
wer
Improve
s innova
tions a
nd brin
gs them
to th
e mass-
marke
t
Mass-Market A
dapter
Adapts and im
proves existin
g product innovations, L
ow costs
Architectural Revolutionizer
Focuses largely on process innovation, Shifts from mass- to
niche-markets
High-End Optimizer
Premium product, innovations by systems and components enhancement
Cost and Process Specialist
Innovations based on new manufacturing processes
Vertical Kia Motors Logo 1/C - 100% Pantone 1807
It’s all about the brand.…it’s all about what Multicultural Millennials think about the brand.It’s about what happens when the decision to buy a new car is made.
Why isn’t Nissan at the top of Multicultural Mil-lennial’s go to list?
• Our prospects tell us they don’t have any perception of Nissan that makes it stand out from the crowd.
• They tell us increasingly features and claims have blended into a muddle of confusion. They remind us that once one company has a new feature it is quickly copied.
• It is true that all we can own is our consumer’s percep-tion of our brand..
• Our first challenge is to create a distinctive personality that distinguishes Nissan from other brands…an identity our prospect’s can build a relationship and a trust.
• Then Central Edge looked at biology to understand how we process, understand and respond to mes-sages. Part of or brain (the neocortex) is responsible for rational and analytical thought and language. The other two sections are responsible for all our feelings and language they are responsible for loyalty and trust and for human behavior and decision making
Central Edge research made us reconsider what we thought we knew about buying a new car:
• We discovered that Nissan is in the evoked set… but, it is near the bottom of that list.
• Our prospects have a difficult time separating advertis-ing for one brand of car from another.
• Prospects are confused about the features offered by one brand compared to another.
• Two factors determine our prospect’s final decision:
THE DECISION TO BUY:THE PURCHASE INFLUENCERS11
1
2
Desire for style but most important are money and financing options.
Lifestage needs…young and single or settling down with kids in the car.
{ }
Then Central Edge looked at biology to understand how we process, understand, and respond to messages. Part of the brain (the Neocortex) is responsible for rational and analytical thought and language. The other two sections are responsible for all of our feelings and language, they are responsible for loyalty, trust in addition to human behavior and decision making.
When we communicate from the Outside-In, we are talking to the neocortex - most car advertising that stresses lists of facts, features, and benefits is delivered there. People exposed to these messages can process complex advertisements, but those messages do not drive behavior.
Advertising that is Inside-Out talks directly to the part of the brain that controls behavior. Inside-Out advertising is based on an emotional relationship - this is where gut decisions come from - it means breaking through to change perceptions with perceptual impact... if we can communicate to prospects why Nissan is a different company - why they do what they do and how that makes them distinctive... that causes consumers to respond through positive behavior.
Our goal is not to sell to people who need a new car. Our goal is to sell to people who believe in what we are and why we do what we do.
What does that mean to our campaign and to Nissan?12
Problem Recognition
Nissan Buyer Decision Process:
The NISSANBuying Decision
process“I know!”
As the Multicultural Millennial new car buyer goes through the decision process and reaches that final decision point… they will be able to say…
“I need a new car!”
Information Search
Talk to: Family, Friends, Dealers Look at
Literature - GET CONFUSED
Evoked Set Ask “What brand do I like & Why?”
Look for company I believe in and trust
Discover- “I know what to do.”
Read Reviews
OBJECTIVES
13Marketing Objectives:• To increase enquiry to sales
conversion rate from 4% to 7%
• To increase Nissan showroom and online enquiries among Multicultural Millennials to 1,457,914 units
• To increase Nissan’s share of market with Multicultural Millennials by 13% (15,187 units)
Communication Objective:Our communication objective is to build a distinctive and memorable persona among Multicultural Millennials by generating a carefully crafted relationship-oriented brand identity.
Creative Objective:Our objective is to generate creative that doesn’t add to the existing clutter of car advertising. We will generate a brand personality that reflects the voice and attitude of Multicultural Millennials with ads that lead them to search for information about Nissan and why it is an innovative company that’s working to enrich peoples’ lives.
CAMPAIGN STRATEGY14Multicultural Millennial Americans are very complex. They are tech savy, unique and know they are the future. Most importantly they don’t like advertising and they don’t trust companies.
In our research it became more evident that, in order to break through and build a lasting relationship with them, we had to do two things:
IN SHORT we are working to beas Innovative as Nissan
Long Lasting Sales $==
1
2
We had to break negative perceptions and create a new perception of Nissan as a car company that does much more than just build vehicles. A perception that we are a company that enriches their lives by contributing to their communities,environment and their world.
We have to move Nissan to the Top of MulitCultural Millennials evoked set, which ultimately will increase long lasting brand favorability for generations to come.
• In Today’s automotive market, consumers are saturated with different styles, colors and messages. Our campaign strategy does much more than advertise cars to Multicultural Millennial Americans. It is carefully designed to forge a new relationship with them. By relating INNOVATION for ALL to their everyday lives.
• From the beginning, Central Edge planners were more than convinced that adding “just another tag line” wouldn’t be successful.
• Plain and simple, it would just confuse them.
• Our campaign is Carefully designed to impact and make the Innovation for All theme meaningful to Multicultural Millennials.
• Our campaign executions must reach millennials wherever they are, whatever they see, whenever they see it.
• We are using a combination of traditional, non-traditional and inventive communications strategies.
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VISION LEADS TO EXECUTION
Nissan’s Brand Idea:Enriching people’s lives.
Central Edge Brand Idea: Multicultural Millennials seek to do business with companies that they trust and respect – companies that contribute to the world in which they do business…companies that enrich their lives.
Positioning: “To Multicultural Millennial’s Nissan is the company that goes beyond expectations utilizing technology and innovation to enrich people’s lives, connect individuals, our communities and the way we move through the world. “
Big Idea: Innovation is more than a tagline – it is what we do.”
Innovation is a driver of how multicultural Millennnials think, what they do and how they choose to spend their money. Self-focused, confident that they can change the world, and eager to speak out they are the “I in Innovation, they choose to do business with companies that do more than make a profit.”
Creative Vision: • Central Edge creative focuses on giving our prospects a voice.• Our campaign strives to assist Nissan in building a dynamic, interac-
tive relationship with Multicultural Millennials. This relationship will initiate a dialogue in which Millennials can discuss their desires, their needs, and their world, and provide them with the opportunity to discover how truly innovative Nissan is.
Creative Executions:
15
Central Edge creative executions are from the point-of-view and in the voice of our prospects in personalized situations. Campaign executions are designed to be distinctive and stand out from other car advertis-ing. All executions are interactive and created to utilize distinctive and engaging technology
Central Edge research confirms that the majority of Multicultural Millen-nials are English language fluent and may or may-not read and write in their cultural language. However, our research also confirmed that spending some of our budget on Multicultural language specific ad placements made sense. First of all, parents are of significant influence in the decision to purchase a new car among the lower age range of our prospect base. Many of this groups parents are first generation American, utilize native language media and are most influenced by messages in their native language. Thus most advertising will be placed in English and in English language media, however we will utilize se-lected publications and broadcast media to specifically target Hispanic language and Chinese language speaking prospects and their influen-tial. Specialized media will include Hispanic language magazines and newspapers and magazines as well as Hispanic and Chinese lan-guage television and language specific out-of-home message place-ments.
LIFESTYLLE / EVENT PROMOTIONSKey Demographic Areas: Concentrated DMA’s in four key states of New York Florida, California and Texas with some added areas in Illinois and Georgia. Targeted DMA’s will be locations for special Evnets and Promo-tions:New York City, Miami, Los Angeles, Houston, Dallas, Atlanta, Chicago and DallasALL SUB-SEGMENTS; Dealer After-Hours Concerts; Fast & Furious Movie Car Shows;;
How we got there
CREATIVE executionsprint
CREATIVE executionsprint
:30 Second Spot “Wall of Innovation”STORYBOARD18The wall will be constructed in key DMA’s and allow millennials to come together and show their ideas of innovation. They will be able to write or draw whatever they feel belongs on the wall. It will be an all day process with a stationary camera that will show a fast forwarded time-lapse of people coming and going. At the end of the commercial the wall will drop to reveal a Nissan Altima.
Constructing the Wall
VO: Everyone has their own idea of innovation
VO: What does innovation mean to you?
VO: At Nissan we believe in INNOVATION for ALL
Close-up of the construction of the wall
Placing the innovation is”sign atop the wall
First person taking the paint to show their own idea of innovation
Close up of girl paintingPeople begin to gather and get involved
Close-up of people starting to join in on the wall
More people become involvedThe wall begins to fill with peoples ideas of innovation
Close-up of the art being painted One last display of the ”innovation
is” sign after the wall is filled
The walls fall to reveal a Nissan automobile
• The challenge of public relations – building public relationships – demands that expenditure of PR efforts, time, and monies to be focused only on things that bring positive attention to the organization and brand, contribute to fulfilling the organization’s commitments, and help to build public awareness through positive publicity.
• Nissan already has an established three-prong commitment to corporate citizenship involvement through humanitarian aid, education and environmental improvement – all with an on-going link to the corporate mindset of Innovation.
• It is an essential mandate of Central Edge public relations programming that our campaign efforts maintain compatibility with that established focus.
THE INNOVATION GENERATION All public relations efforts will function under the single voice umbrella of the Innovation Generation. All programming efforts will be publicized and implemented through use of the Innovation Generation website, Facebook page and social media publicity efforts.
Public Relations Objective:• Expand Nissan’s core values of education, environmental awareness, and humanitarian aid and generate awareness of the Innovation Gen-
eration as the voice of Nissan Multicultural Millennials.
Acts of the Innovation Generation:• Prospects enrolled in one of the highly populated Multicultural institutions will have the opportunity to participate in a program designed to rec-
ognize student participation efforts that bring enrichment to others’ lives.• On-campus publicity consisting of newspaper ads, posters and social media will urge eligible students to submit an online application consist-
ing of a 60-to-90 second video summarizing previous involvement and efforts toward localized projects that relate to Nissan’s priorities of human-itarian assistance, environmental or educational improvement.
• One representative from each of the colleges listed below would be awarded a $5,000.00 grant and become a finalist. • Finalist’s videos will be shown on Nissan’s Innovation Generation Webpage. Webpage visitors will be asked to vote for the best project. The win-
ner will receive a $10,000.00 personal grant and $20,000.00 to be awarded to their local cause or focus.
African American
• Howard University• Morehouse College• Hampton University• Tuskegee University• Xavier University of Louisiana• Florida A&M• North Carolina A&T State• North Carolina Central
Hispanic American
• Texas A&M International• University of Phoenix• University of Texas - Pan Am• Texas State Technical College• Boricia College• Los Angeles Mission College• New Mexico State• Miami Dade College
Chinese American
• University of California• Riverside• Rutgers• Polytechnic University NY• MIT• University of Pennsylvania• Cornell University• Stanford• University of Maryland
PUBLIC RELATIONS19
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EDUCATION INNOVATION : Nissan Mentorships.
• Nissan will provide “mentorships” for young Multicultural Mil-
lennial’s who participate in and are selected as winners in a
unique and innovative internship challenge.
• Nissan Design America is home to some of the most innovative
minds in the automotive industry of North America. They design
everything from preschool furniture to golf clubs in order keep
their design eyes sharp.
• Prospective students will be encouraged to submit an innova-
tive creation of their own to compete against other entries and
for an opportunity to win a mentorship.
• The mentorships will take place at the Nissan Design America
studio in California where the student winners will work along-
side creative professionals to gain industry experience, learn
new design techniques and explore other inventive avenues.
• Four winners will receive a paid trainee position for six-months
at a stipend of $30,000.00 and the opportunity to apply for a full-
time position at a Nissan entity.
Under criteria of the Nissan Foundation, local dealer-
ship boards will meet twice a year to fund grant ap-
plications from local schools, civic groups and youth
organizations that focus on developing environmen-
tally positive initiatives and within the local setting
that benefit needs of multicultural millennial areas.
Grants will be weighted to favor activities within Mul-
ticultural residential/business areas in the 7 identified
communities of NYC, Miami, Atlanta, Houston, Dallas,
Chicago, and Los Angeles.
This concept will be implemented on a geographical
roll-out plan initiating first in the DMA’s with the highest
concentration of multicultural millennial populations.
Grants will fund green activities ranging from devel-
oping sustainable green gardens to installation of
solar power for local youth centers.
Applications can be found online at the Innova-
tion Generation website. Grant amounts will range
between $500.00 to $1,500.00 with a maximum of 5
grants funded during each semi-annual meeting.
Funding for the grants will come from Nissan ‘seed
funds of $20,000.00 to each of the selected 10 DMA’s
and through local fund-raising activities by local Nis-
san dealers.
20GIVE GREEN
TO GO GREENNissan Foundation Local Grants
Nissan Public transportation seat takeover Central Edge will place Nissan seats in multiple of our DMA’s replac-
ing regular seats in subways and on public transit and giving Multicul-tural millennial the experience of riding and sitting in a Nissan vehicle. Vehicles will be placed in Key DMA’s such as NYC, LA, Houston, Miami,
San Antonia, Dallas.
Nissan Road GamesNissan will have 2 pathfinders that travel across country that engages
multicultural millennial in special events such as basketball, soccer and golf tournaments. These pathfinders will be specifically altered to be apart of the tournament, such a clamp on expandable basketball
goals, and trunk soccer goals. The participants will be given Nissan merchandise i.e soccer balls, basketball s, t-shirts and water bottles.
The Road Games will take place as pre events at scheduled sporting events and randomly visit neighborhoods in key DMA’s, including, NYC,
Washington D.C., Miami, Atlanta, San Antonio, Houston, Dallas, Chica-go, Albuquerque, L.A.
To keep consumers aware the Road Games will be streamed live on the InnovationGeneration.com website along with a complete calen-
dars of scheduled events. Promotional advertising will precede visits to DMA’s cities.
Digital GraffitiIntroduction of new Nissan models will be celebrated in our key cities
with a rolling 3D projection Digital Graffiti Show. The rolling light show will be projected across main buildings in New
York City, Los Angeles, Miami, Houston, and Dallas. The computer augmented showcase of Nissan cars and music will be projected from
a rolling van after dark. Production and projection costs are minimal. Projections will be planned for high concentration areas during eve-
ning hours.
20GUERRILLA MARKETING
MEDIA OBJECTIVES:
1. To create positive awareness within the Multicultural Millennial population that Nissan not only makes great cares but also uses technology and innovation to make the world a better place for all.
2. To promote Nissan through local media to Multicultural Millennials in the areas where they live. 3. To establish a unique brand presence and consumer awareness of Nissan’s role in innovation beyond the automobile industry.
MEDIA STRATEGIES:
1. To utilize traditional and non-traditional media vehicles that reach our target in their residential or academic spheres and to deliver messages at times when the targets information and entertainment aperture is open.
2. To deliver media throughout the year in a pulsing pattern with heavy-ups in preparation for new product introduction and key sales periods - specifically during the third and fourth (September – December) quarters to reinforce awareness of new model introductions.
3. To utilize added impact, local advertising in densely populated Multicultural Millennial city areas - specifically New York City, Los Angeles, Hous-ton, Dallas, Chicago and Miami where the majority of our target market can be found. This includes out-of-home, theatre and special events. • SecondaryhighpopulationmetropolitanareassuchasAtlanta,Dallas,SanDiego,SanAntoniowillbeimpactedthroughnarrow national and cable ad buys, national publications, internet advertising.
4. To use an effective blend of magazines, outdoor, transit, spot and cable television and dedicated specific publications and broadcast media to deliver appropriate levels of reach, frequency and impressions to impact the market.
5. To utilize language specific media to deliver message content to culturally specific programming choices such as WWE and World Fútball (soc-cer) high priority viewing for Hispanic and Chinese markets.
6. To weight message delivery to sub-segment specific delivery vehicles with emphasis on Hispanics, African Americans and Chinese Americans.
RECOMMENDED MEDIA SELECTION RATIONALE
• The plan is designed to incorporate a variety of media to assure delivery of our message to our highly mobile and difficult to impact target seg-ments. o The plan is designed to expose Hispanic, African American and Chinese American Millennials to Nissan advertisements through out their daily lives and through media that they use frequently.
• Included are magazines, Spanish magazines, Spanish newspapers, outdoor and transit media, Spanish language network TV, spot TV, cable TV, and the Internet. A significant percent of the budget is allocated to internet, network TV, cable TV, and magazines..
o Simmons data reports that Multicultural Millennials are 86 times more likely to spend time on the internet than other demographics. o Our three target sub-segments are also 107 times more likely than other targets to watch television for relaxation and information. o With Multiculturals, magazines have an amazing Simmons index of 643 which means the target is 543 times more likely than the rest of the population to read magazines.
MEDIA PLAN22
MEDIA TACTICS AND JUSTIFICATIONS23
Spanish language television
NetworkTelevision
Newspapers:Spanish
Out-of-Home
Magazines
• Univision • Telemundo • Focused Buys will include: o European style football / World League Soccer o FCA Boxing o Wrestling• Simmons data verifies popularity of Spanish language programming among Multicultural Millennials.• Proposed buys recognize this and are focused on delivering Football/Soccer and FCA cage boxing in our buys as
these are extremely popular with our prospects.
• Spanish language newspapers are recommended in order to intensify focus on the Hispanic marketAds will be placed weekly in all 3 publications each ad will be 2/3rds of Page
• Central Edge focused campaign for Multicultural Millennials will utilize minimal network television focusing instead on spot, cable and local placements. In part this decision is based on reliance on existing Nissan sponsorships and participation in sports programming, the Olympics and Nissan’s ongoing Heismann sponsorship.
• We recommend purchase of outdoor boards, mass transit signs and shelters to reach our prospects when they most wish they had a car or a new car.
• A combination of subway posters, subway car wraps, billboards and bus advertisements will be used. • Simmons data indices among African American, Chinese and Hispanic millennials for use of public transportation
are high: • African-American index of 244 • Chinese American average of 151 .• To best target the demographic, all outdoor advertisements will be run in California, New York, Texas, and Florida
since these areas have the highest percent of the total target demographic living there.• Most placements seek the impact of a 25 showing.• Bus wraps will be designed to suggest oversized bright Nissan cars on the road.• Train Cars will be designed to replicate “an ideal environment to focus on Nissan’s commitment to the planet. Die-cut
flowerstrees, animals will be used as will musical forest and animal sounds.• Shelters, train and bus cards will be interactive and feature Aurasma code keys that allow travelers to use their smart
phones to activate commercials or Nissan car games while they travel
Placements will include 2-page spreads and full page, 4 color ads printed on recycled paper and bound into selected publications.• Selections are based on Simmons Choice 3 data which confirmed Multicultural Millennials read a wide variety of
magazines. o 12-month placements are planned the following titles: Game Pro, AutoWeek, Glamour, In Touch and Men’s Fitness.• 6 ads for the year will run in the remaining selections, rotating months in magazines of similar genres.
24
Cable Selections
Spot Market
Internet
• Multicultural Millennials are highly likely to watch selected cable television channels. • African American Millennials are 391 times more likely thhannels:• an the average to watch MTV.• Chinese American Millennials are 165 times more likely than the average to watch MTV.• Hispanic American Millennials are 147 times more likely than the average to watch MTV. • KXLA and WMBC-TV-Sino Vision are selected cable channels that are geared toward the Chinese American millennial
they are the most prominent Mandarin-speaking channels offered in the United States are KXLA and WMBC-TV-Sino Vision.
• Non-specified time placements will be determined by ratings data related to programming preferred by members of the targeted Multicultural segments.
Spot television buys are a key element in delivering reach to our prospects.• We will buy time in the four states with high Multicultural Millennial population density and also with the highest num-
ber of Nissan dealerships.• Message delivery will impact on urban areas including additional cities in Texas. Georgia and Illinois.
CHANNELS:
WEBSITE SELECTION:
The internet sites were chosen to provide wide reach across all three targets at an efficient price. Costs for Google and Facebook are based on cost are based on-per-click charges. Charges on other sites are based or Advertising costs on other sites and based on the placement and size of each adver-tisement.Multicultural Millennials are most likely to visit sites that allow them toto download music, movies, games, etc. such as Download.com
25
Video Games
ProductPlacement
Laundromats
We will insert Nissan signs, posters and ads featuring Nissan core campaign cars into video games using Microsoft’s Xbox Live platform.We will engage in 5 games with appeal to our demographic and geographic areas.Average cost-per-click is .15.Projected reach 50,000 a month.Projected cost 50,000. x .15 = 7,500 x 12 = $90,000. Per year placement + 20,000 production costs = TOTAL COST: $ 110,000
• Central Edge suggests that Nissan continue to take advantage of its established link with the Fast and Furious film franchise and publicizes Nissans role in films 7 in this series. Although the cars featured in the film are outside the spe-cific set included in this campaign because the core concept of the campaign is to sell brand Nissan linking to this visability makes marketing sense.
• During Nissan sponsored openings a Nissan Car Show will take place including cars that appear in the film. A draw-ing will be held to give away decal kits that allow car owners to make their cars “Look like” the movie cars.
• Television series product placement opportunities will be initiated including a commercial sponsorship of with a Nis-san car awarded to the winner of the competition. Central Edge recommends that Nissan participate as a gift and promotional sponsor with “The Voice” TV series. Rather than place ads we propose providing cars for the top ten final-ists and in-show mentions during the televisions shows regular season.
• Placement costs average $ 250. per exposure plus $500. Per mention plus cost of product gift. •16weeksseries2exposuresandmentionspershow:$750.00x16x2=$24,000.=45,000.=$69,000.00 •CostofCarGiveaways–10carsx$20,000.=$200,000.00
We will lease the rights to put washer and dryer wraps and signage in the ten largest laundries in the five cities with the largest concentration of Multicultural Millennials. Many of our prospects are apartment dwellers and frequent area laun-dries. When they are there they tend to look for something to do in response to that open aperture we will activate each poster and most wraps with Aurasma which will allow visitors to open interactive games, concerts or videos.
Movie-TheatreAdvertising
We will advertise in the top 10 Multicultural Millennial frequented movie theaters in New York City, Los Angeles, Miami, Houston, Dallas, and San Antonio.Ad units are contextually adjusted to fit game units.Advertising will run from May – August and during November and December of 2013.Ads will break with a “Fast and Furious” Car Show and prize sponsorship that will coincide with theater openings of Fast & Furious 6 on May 24, 2013. Special Opening Event will take place only at the largest theater in each city for the film opening. Movie ads will run throughout the summer and pre-holiday on 10 screens in 6 cities for a run of 180 spots per day for x 163 day total resulting in a total of 29,340 spots at an average cost of $ 26.13 per :30 spot
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Media $79,566,269.00
Contingency $3,001,731.00
Agency Fee $10,000,000.00
Print Production • Photography $150,000.00 • Design $250,000.00
Interactive • Aurasma $125,000.00 • DigitalGrafitti $300,000.00 • Video/InteractiveGames $80,000.00 • YouTubePageElements $250,000.00
Broadcast / Internet Production • Banner Ads $30,000.00 • Videos(3) $60,000.00 • TelevisionSpots $500,000.00 • MovieTheatreAds $100,000.00
Guerilla Marketing • Road Game Cars(2 Pathfinders) $80,000.00 • RoadGameStaff $160,000.00 • Equipment $40,000.00 • OperationCosts $55,000.00 • Publicity $50,000.00 • GiveAways(Basketballs,Decals,Shirts) $120,000.00 • InnovationKits(100,000@$2.00each $200,000.00 • NissanSeatTakeovers $156,000.00
Dealer Showrooms • Corning Glass Wall Interactive Experience $300,000.00 • DealerTraining $50,000.00 • Trainer $50,000.00 • TrainingVideo $50,000.00 • Packets $10,000.00 • DinnersforSalesRepresentatives $100,000.00
PROMOTIONSDealer Concerts • Equipment(SoundSystem,Lights,etctera) $250,000.00 • Fencing $60,000.00 • Security $125,000.00 • Giveaways $150,000.00 • Musicians $750,000.00Movie Theatre Openings (7 Markets) • Car Shows $21,000.00 • Give-Aways $35,000.00 • AugmentedReality $35,000.00 • Emcee/DJ $35,000.00 • Fast&FuriousDecalSets $5,000.00 • MoviesPromo.Partnership $100,000.00In-Store Experience --- Implementation $500,000.00Publicity $25,000.00
FIFA GOLD Cup Sponsorship $100,000.00
Film festival sponsorships $150,000.00
Cultural recognitions $125,000.00
PUBLIC RELATIONS • Publicity $50,000.00 • InnovationGenerationWebsite/ Creation & Maintenance $100,000.00 • Video $75,000.00 • Scholarships&Mentorships $200,000.00 • LocalGrantSeedMoney $110,000.00 • Scholarships&Mentorships $160,000.00 • In-StoreExperience---Implementation $500,000.00 • ParentsWhoPayPromotion $150,000.00 • All-StatePromotion $300,000.00Campaign Evaluation $55,000.00
TOTAL CAMPAIGN BUDGET: $100,000,000.00
BUDGET28
EVALUATION29
EVALUATION• SuccessofCentralEdge’sInnovationcampaignforNissanwillbemeasuredthroughtheuseof-• ON-GOINGCAMPAIGNMONITORING• TheprimarychallengeforourevaluationistomeasureanincreaseofMulticulturalMillennialmarketshare.• Thiswillbemeasuredbytrackingtheincreaseinsalesforeachsub-segmentbyquarter.• Monthlytrackingstudieswillbedonetomeasureimpactofthecampaignonthefollowing:o Number of sales to 18- 29 year-old Multicultural Millennialso Retention rate of the target marketo Brand awareness and perception of Nissano Perception of dealership experienceDIGITAL EXPERIENCE• WewilltrackcampaignsuccessviaFacebookandTwitterAnalytics.• Successofthesesocialmediavehicleswillbemeasuredmonthlybyemployees.• GoogleAnalyticswillbeusedtotrackthesuccessofourmicro-sites.• Perceptionofdigitalaspectswillbeevaluatedbysurveysbefore,during,andafterthecampaign.Surveyswillstrictlybegiventomembersofthedes-ignated target market.RECALL SURVEYS:• Wewillsurveyourtargetmarkettoensurewearereachinganadequatenumberofindividualsthroughourtelevisionandprintads.CAMPAIGN METRICS• Metricstobeevaluatedinclude:o IMAGE METRICS: the intangible elements of brand identity that include: Awareness, Recognition, Relevance, Preference, Loyaltyo IMPACT METRICS which determine performance and are the most critical elements in determining brand equity. They include: Market Share, Profitabil-ity, Price Premium, Perceived Quality, and Brand Associations.• Thesewillbeevaluatedutilizingonlinefocusgroups,real-timesurveys,instantfeedbackcreativetesting,consumerbrandcommunities,SocialNetworkanalysis, and MTV Trendwatch partnership. CAMPAIGN EFFECTIVENESS will also be measured against successful attainment of the marketing, communications, and creative objectives generated by the campaign.Marketing Objective:• ToincreaseNissanshareofmarketwithMulticulturalMillennialsby13percent(15,187units)Communication Objective:• TobuildadistinctiveandmemorablepersonaamongMulticulturalMillennialsbygeneratingacarefullycraftedrelationship-orientedbrandidentity.Creative Objective:• TogeneratecreativeexecutionsthatdonotaddtotheexistingclutterofcaradvertisingbutinsteadcreateadistinctiveNissanbrandpersonalitywhilereflecting the voice and attitude of Multicultural Millennials with ads that lead them to information about why Nissan is working to enrich people’s lives.
The PitchSo why choose a brand campaign? From the beginning the voices of Millennials have been telling us that some things matter more than others. At Central Edge, we listened.They told us what a company does is just as important as what a company makes. That traditional ad campaigns and slogans don’t register with them. They are changing the way business is done and the way products are bought. They believe they can and will change the world. This generation is looking for com-panies that understand those values and are willing to step up to the challenge of leading innovation.We used these insights to craft more than a campaign, but instead to begin building a bond that will last for generations with THE generation that is changing the world.
THE PITCH30
Appendix 1. Brand Amplitude. “The Millennial Handset: A Snapshot Guide to Everything Gen Y, Car Innovation Framework.” 2011.2. Center, Pew Research. “Millennials: A Portrait of Generation Next - Confident. Connected. Open to Change.” 2010.3. Edelman, StrategyOne and. “The 8095 Exchange: Millennials, their actions surround brands, and the dynamics of reverberation.” 2010.4. Experian Simmons Data. 2012.5. Getty Images, Inc. 2012.6. How Great Leaders Inspire Action. Dir. LLC TED Conferences. Perf. Simon Sinek. 2009. Web.7. Nissan. “Nissan North America: Multicultural Innovation.” Case Study. 2012.8. Nissan USA. 2012.9. Oliver Wyman Automotive. “2015 Car Innovation: A Comprehensive Study On Innovation in the Automotive Industry .” 2012.10. Precision Group. “Develop an Advertising Campaig: With Original Assessment .” 2010.11. Teixeira, David Medland & Ruy. “New Progressive America: The Millennial Generation.” 2010.12. The “Millenials” Are Coming. CBS News. 2007.13. “The Nielsen Company.” Ratings. 2012.14. “U.S. Census Bureau.” Demographic. 2012.
• Gettyimages• nissanusa.com,• cbsnews2007,• simmonsdata,• AAFnissanCasestudy,• UScensusdata• nielsonratings• The8095exchange:Millennials,theiractionssurroundingbrands,andthedynamicsofreverberation.EdelmanandStrategyOne.2010• PewResearchCenter:Millennials:Aportraitofgenerationnext.Confident.Connected.Opentochange.feb2010• CenterforAmericanProgress:NewProgressiveAmerica:TheMillennialGeneration.DavidMedlandandRuyTeixeira• 2015CarInnovationAcomprehensivestudyoninnovationintheautomotiveindustryOliverWymanAutomotive• DevelopanAdvertisingCampaign:WithOriginalAssessment• TheMillennialHandsetASnapshotGuidetoEverythingGenYCarInnovationFrameworkOliverWymanAutomotive
Still Need: Media Handbook
APPENDIX31
THE TEAM32COMPETITION TEAM LEADERSHIP
AccountManager Scott Whisenhunt Account Supervisor Will Gattenby Creative Director DeOren RobinsonAdvertising Planner Bill RicknerConsumer Interaction Jordan Scott Production Manager Ashley LawsDigital / Interactive Manager Ryan Martin, Chris FloresPublic Relations Director Tessa BurrisSales Promotion Director Morgan TwyfordCreative Team David Hinds, Carly LeMay, McGregor MerritBroadcast / Digial Caleb Everett, Cameron FitzgeraldMedia Ryan Martin, Casey WomackMulticultural Mel Yasuda, DeOren Robinson, Johnny Milla
ADDITIONALTEAM MEMBERS
Brittany EddinsNida NizamiRachel PrinceHannah PuryearAlllison RathgeberBrooke Roshell
ADVISORS
Sandra MartinMike BreslinJill LambethBrad Keim
SPECIAL THANKS
SandRidge Petroleum – David KimmelOklahoma City Advertising ClubUniversity of Central Oklahoma Dr. Roz Miller, Chair Department of Mass Communication Dr. Pam Washington, Dean, College of Liberal Arts
InnovationTimeline
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