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THE BLUEPRINTWHY DO CARS MOVE SO SLOWLY?Car companies that ask consumers to lead them forward only make incremental changes.

IS NISSAN A TRUE INNOVATOR?Nissan is committed to asking questions that lead to real innovations and they are propelling the car industwry forward.

WHY DOESN’T OUR TARGET KNOW THIS?Consumers don’t see Nissan as innovative because innovation is simply the wrong word for the right idea.

WHAT IS THE SOLUTION?Own innovation without using the word. Re-define it and make it relevant to the target.

WHO ARE OUR CONSUMERS?Multicultural Millennials are above all else Millennial and Millennials are fundamentally different.

WHAT IS THE INSIGHT?Multicultrual Milennials are living lives that have never been lived before.

WHERE DO NISSAN AND OUR TARGET INTERSECT?Nissan and Multicultrual Millennials are inventing parallel paths to a better future by taking leaps forward.

WHAT’S THE BIG IDEA?Nissan and Millennials are What’s Ahead.

HOW ARE WE GOING TO SHOW IT?An integrated campaign that touches Millennials in all facets of their lives.

WHEN AND WHERE WILL THEY SEE IT?Forty DMAs, April 2013 - March 2014.

HOW DO WE EVALUATE IT?Monitor, measure, and optimize.

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Which is why car companies that ask consumers to lead them forward tend to take only small steps.

If a company’s vision is limited to only what the consumer can see, change becomes incremental. It settles for just a little better, when it could have been breakthrough.

Dr. Ferdinand Porsche introduced two of the biggest advances in automotive history: the first front-wheel-drive car and the first gas/electric hybrid car. That was in 1898. More than 100 years ago. Yet hybrids have only recently become widely available. Why has this future taken so long to arrive? Why haven’t cars advanced exponetially?

Real innovation means providing a new solution. It requires asking questions that haven’t even occurred to the consumer.

IF I HAD ASKED PEOPLE WHAT THEY WANTED THEY WOULD HAVE SAID FASTER HORSES. - Henry Ford, 1902

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“We put a lot of money into R&D and we make innovations every day, but it is not our corporate philosophy to make paradigm shifts in technology.” - Toyota Product Expert, International Auto Show, Feb. 2012

WHY DO CARS MOVE SO SLOWLY?

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NISSAN IS A TRUE INNOVATOR, AND INNOVATORS ARE ALWAYS FIRST. THEN FOLLOWED.

By holding themselves to a higher standard, Nissan is propelling the car industry forward. Nissan’s CEO Carlos Ghosn pushed his company to innovate rather than merely settle for incremental changes. It’s not enough to meet expectations. Nissan exceeds them and is leading in the car industry.

The experts agree. In 2011, Nissan was number four on Fast Company’s list of the world’s most innovative companies. No other car company made the list.

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e THE 100%ELECTRIC LEAF

The first mass marketed all-electric car, driving us to a

cleaner world.

VITAMIN C AIR FILTER

Air that’s healthy for your skin, providing

skin essentials for our drivers.

IS NISSAN A TRUE INNOVATOR?

NISSAN IS COMMITTED TO ASKING QUESTIONS THAT LEAD

T O M O N U M E N T A L L E A P S T O M O N U M E N T A L L E A P S

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WIRELESS CHARGING STATIONS

Making it easier to charge your electric vehicle, eliminating roadblocks to the

future of electric cars.

SOLAR POWERED CARGO SH IPS

Extends Nissan’s commitment to the planet by

transporting Leafs on a fuel efficient boat.

TAXI OF TOMORROW

Supplying eco-friendly taxis creates

a greener future by reducing fuel

emissions.

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CONSUMER REPORTSPERCEPTION SURVEY 2012TOP 5 INNOVATIVE COMPANIES

WHY DOESN’T OUR TARGET KNOW IT?

THE SOLUTION:

CONSUMERS DON’T SEE NISSAN AS AN INNOVATIVE LEADER.

Consumers perceive other car companies as more innovative than Nissan. In our survey of 330 Multicultural Millennials, Toyota and Honda were both perceived as more innovative than Nissan.

INNOVATION IS SIMPLY THE WRONG WORD FOR THE RIGHT IDEA.

Innovation is just too vague. In the same survey, the Millennials used over 30 different words to define innovation, with little consistency across the board. Although, consumers could readily identify companies they consider most innovative, listing Apple, Facebook, and Google.

These companies never actually employ the word itself. Our target does seem to understand that being innovative means being an industry leader. Claiming “Innovation for All” has not created the perception that Nissan is the car industry leader.

The best way to own innovation is to find a better expression of it, making it more meaningful and relevant to the target.

41 2 3 4 5MERCEDES FORD TOYOTA LEXUS BMW

While coming to understand our target, we found that they all strongly identified as Millennials. Although their backgrounds and unique heritage are important to them, they don’t want to be treated as a separate group. They’ve grown up as members of the most diverse generation in history, so they see themselves and their peers as Millennials.

“The biggest mistake [advertisers] make is that they feel the need to speak to these segments. These Millennials are unified by shared values. NO LONGER DOES ETHNICITY DEFINE THEM. They have evolved past that.” – Steve Stoute, CEO of Translation Advertising Agency, Feb. 2012

Millennials are fundamentally different and they are the future.

In ten years, they will be leading major corporations. Then, the government. Soon after that, they will possess the majority of car purchasing power in the United States. Their influence over the future of the car industry isn’t around the corner. It’s now.

MULTICULTURAL MILLENNIALS ARE ABOVE ALL ELSE MILLENNIALS

OUR TARGET

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OUR WORLD IS IN TRANSITIONThroughout history there are continuous cycles of four distinct, societal shifts. These 80-year cyclical shifts are called “turnings.”

We have just entered the Fourth Turning.

Every 80 years, there’s a generation born that changes everything. They are known as the civic generation. This optimistic generation is equally idealistic as they are pragmatic.

Today’s civic generation is the Millennial generation.

We have lived through 9/11 and an economic recession. We revitalize the community with public purpose. During these eras of turmoil, society must come together to prevail as one entity. We are strengthened by our diversity and our shared goals.

Millennials will change everything.

History says it. We know it.

MILLENNIAL DIFFERENCES

UNIQUEBrand A Brand B

1 in 12ARE IN ANINTERRACIALRELATIONSHIP

Pew Research Center, 2010“The Fourth Turning” 6

TWICE THAT OFPREVIOUS GENERATIONS

MILLENNIAL MANIFESTOTHERE IS A NEW GENERATION RISING IN AMERICAYOU CAN HEAR OUR VOICE IN COLLEGES AND CORPORATIONS

ON TIMELINES AND TWITTERFEEDSWE ARE MILLENNIALS AND WE ARE LEADING A REVOLUTION

INCREMENTAL STEPS DON’T CUT ITWE CRAVE MONUMENTAL LEAPSWE KNOW THAT FINDING A BETTER ANSWERSTARTS WITH ASKING A BETTER QUESTION

WE BELIEVE IN WHAT’S TRUE FOR ALL, NOT ONLY THE FEW

WE’RE NOT JUST THE 99%WE’RE THE 100%SOCIETY IS A NETWORK, NOT A HIERARCHYOUR DIVERSITY IS OUR UNITYWE LIVE OUTSIDE THE HUSTLE OF 9 TO 5AND WE’RE NOT JUST HERE TO EAT, WORK, AND SLEEPTHIS CHANGE WE’RE ABOUT IS A FULL-TIME COMMITMENTA N D O U R T I M E I S N O WOUR FAMILIES BROUGHT US THIS FAR, BUT THE JOURNEY NOW BELONGS TO US

IT’S OUR TIME TO SHAPE THE FUTURE

W E A R E M I L L E N N I A L S A N D W E A R E W H A T ’ S A H E A D 7

Ignoring social responsibility is no longer an option for companies thanks to social media. There’s a massive generational divide. I was chatting with a Millennial who said, ‘This is really obvious.’ And I said, ‘You’re right, to you and your generation.’ If you do the same presentation to a bunch of 65-year-old CEOs, a lot of them think YOU’RE MAD. -David Jones, CEO, Havas and Euro RSCG Worldwide

CONNECTING WITH OUR TARGET

BRANDS MUST HAVE A PURPOSE BEYOND PROFIT

It is ingrained in the Millennial mindset that businesses should stand for something more than profits. They want major companies taking on a social role or cause, and they want others to follow.

Older generations consider giving money away after they’ve earned it as doing good. For Millennials, a company doing good comes hand in hand with a company doing well. These are the companies Millennials will support. They’re a TOMS Shoes and Pepsi Refresh generation. They wear Livestrong bracelets and encourage others to do the same.

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INSTEAD OF GREED IS GOOD MILLENNIALS BELIEVE IN GREED FOR GOOD.INSTEAD OF GREED IS GOOD MILLENNIALS BELIEVE IN GREED FOR GOOD.

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Why do we wear yellow wristbands? We want to tell somebody we helped cure cancer. Driving a Prius doesn’t make the most economic sense in the world, but it has value to us. Why? Because it says we’re good people and helping a world that’s uncertain. We have a purpose larger than self. -Alex Castellanos, Political Media Strategist, National Media Inc.

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BRANDS THAT SPEAK TO MILLENNIALS

One for one.

With every pair purchased TOMS

shoes donates a pair to a child in

need. TOMS has donated over a

million shoes to date.

TOMS SHOESShow your support.

Livestrong is a program that

has raised $25 million by

selling bracelets for the Lance

Armstrong Foundation to

support cancer research.

LIVESTRONGSolving social issues.

In 2010, Pepsi took its $20 million

Super Bowl budget and gave it away

to fund ideas that solved social issues.

With over 3 billion media impressions,

it is measured as the most successful

social media campaign of all time.

PEPSI REFRESH

Almost every Millennial (85%) is likely or very likely to switch from one brand to another if the second brand is associated with a good cause. -Cone Cause Evolution Study, 2010” “

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OUR EXPERIMENTWhile our target is first and foremost Millennial, we still needed to understand what it means to be Multicultural. In our focus groups and interviews, we found that the views, opportunities, and dreams of Multicultural Millennials are different than their parents.

We realized that Multicultural Millennials are leading unprecedented lives. Not only different from their parents but dramatically different than other Millennials. Of course, like all Millennials, they’re tech-savvy and more likely to go to college. But Multicultural Millennials’ lives will be different for profound reasons. It might be because they are the first to live in the United States, or speak English unlike their parents, or the first in their families to graduate college.

In order to test this hypothesis, we conducted a social experiment asking our target to fill in the blank:

MY LIFE WILL BE DIFFERENT THAN MY PARENTS BECAUSE ___________.

“I will never be told that I can’t do something. My parents worked hard to make sure that I can accomplish anything I set my eyes on.” -Sophia, 24

“My mom worked two jobs just to make sure that me and my two brothers could graduate high school and be the first in our family to graduate from college.”

-Derrell, 21

80.2% agreed with the statement “I believe my generation can change the world if we work together.”

78.6% said “I am driven to succeed because my parents worked hard to give me the opportunities I have today.”

84.4% agreed with the statement “I have more opportunities and resources than my parents.”

80.5% agreed with the statement “My life has been very different from that of my parents.”

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80.2% agreed with the statement “I believe my generation can change the world if we work together.”

78.6% said “I am driven to succeed because my parents worked hard to give me the opportunities I have today.”

84.4% agreed with the statement “I have more opportunities and resources than my parents.”

80.5% agreed with the statement “My life has been very different from that of my parents.”

QUANTITATIVE RESEARCH SUPPORT A SURVEY OF 330 MULTICULTURAL MILLENNIALS

We found a clear distinction between the answers of Millennials and Multicultural Millennials. Some Millennials had difficulty filling in the blank, but Multicultural Millennials wrote about opportunity and gratitude. Many thanked their parents for their sacrifices and hard work, giving them the opportunity to live a different life. These Multicultural Millennials believe they can do what they love, that anything is possible, and that will change the world.

MULTICULTURAL MILLENNIALS ARE LIVING LIVES THAT HAVE NEVER BEEN LIVED BEFORE

OUR INSIGHT

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RESEARCHBY THE

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ONEINTERVIEWS158 FOCUSGROUPS

ONLINE SURVEY RESPONDENTS

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IN DEPTHSURVEYPARTICIPANTS

NISSAN AND MILLENNIALS ARE ON THE SAME ROADTogether, Nissan and Multicultural Millennials are inventing parallel paths to a better future.

Both possess an impatient optimism about what’s possible. They’re creating a new status quo by challenging convention and delivering a bold, new perspective.

Both have a disruptive energy that doesn’t settle for incremental change. They want to leap forward.

At their core, both believe in a better global future.Our obligation is to introduce these innovators to each other and marry their energies and ambitions.

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Hopeful about the future, assertive, practical, achievable.

@ToneOfVoice

CREATIVE BRIEF-IN A TWEET-

When we were conducting research we wanted to understand the following four components:

Understanding these four components allowed us to complete the given challenge of building awareness and lasting favorability among Hispanic American, African-American and Chinese American Millennials.

Our objective is to distinguish Nissan from its competitors, while making it relevant to the target.

IN SUMMARYThe three Multicultural segments are first and foremost Millennials.Multicultural Millennials are living lives that have never been lived before.Nissan is an innovator and ahead in the industry, but innovation must be re-imagined.Nissan and our target are taking parallel paths to the future.

POSITIONING RECOMMENDATIONTo Multicultural Millennials, Nissan will be the most innovative car brand; miles ahead of their competition.

1 2 3 4Our t

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& our target

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RESEARCH RECAP

@WhatsTheChallengePowerfully connect Nissan’s unparalleled innovation to the unprecedented lives that Multicultural Millennials are living.

@WhoWeAreMulticultural Millennials combine Multicultural and Millennial ideals to invent their futures.

Together, you and Nissan are inventing the journey ahead.

@WeHaveAProposition

Nissan and our target embrace creative ideas and technology, with enough disruptive energy to make monumental leaps toward a better future.

@ReasonsToBelieve

Multicultural Millennials are pioneers, living lives that have never been lived before. Their lives are full of energy and imagination.

@TheBigInsight

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Nissan deserves to be perceived as the industry leader and as innovative. Nissan is What’s Ahead.

Our target is living unprecedented lives and they’re changing the world. Our target is What’s Ahead. Together, Nissan and our target can create What’s Ahead and work together toward a better future.

And creating What’s Ahead, starts with a blueprint. A continuing motif in our advertising. It underlines Nissan’s innovative spirit and technical prowess. Our featured models dynamically emerge from it.

Both Nissan and our target ask better questions to find better answers and then ultimately better What’s Ahead.

Because our target is first and foremost Millennial, we will use English across all media and leverage the same message for all three segments. We will effectively address the diverse nature of our multicultural target through both our spot campaign and media selection.

WHAT’S AHEADNISSAN AND MILLENNIALS ARE

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Our target views magazines as a source of information and entertainment (index 127). Hispanic and African-American Millennials will also read the advertisements in magazines (116 and 127, respectively).

Our interactive print brings to life the blueprint concept. Users can hold their smartphone over the ad and see either the full blueprint covered in the engineer’s breakthrough questions or the full car, with the breakthrough innovations explained. When the visuals are on the phone you can touch the innovation to learn more.

Our magazine selections have a combined circulation of over 14 million.

INTERACTIVE PRINT

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T E L E V I S I O NAfrican Americans watch a lot of television (211 hours per month) compared to both Hispanics (131 hours per month) and Chinese consumers (96 hours per month). Therefore, our television choices cater to the African-American Millennial.

Our target enjoys watching both college basketball and college football on ESPN. We will advertise to this passionately involved audience.

THE TELEVISION CONCEPTOur TV spot visualizes how asking better questions builds better cars within our blueprint theme.

BETTER QUESTIONS

NETWORKS

An engineer stands in front of a glass blueprint. He circles the headlights and writes “smarter?”

:30 SPOT TONE: Upbeat, energetic & hopeful MUSIC: Fast-paced & modern

The engineer writes “smoother” by the tachometer blueprint.

FLASH CUT to a close-up of the headlight.

FLASH CUT to a close-up of the tachometer, the engine revving.

Car ZOOMS by.VO: Better questions build better cars.

Title card with logo and tagline lockup.

FLASH CUT to a close-up of the air car’s vent.

The engineer writes “healthier?” by the air vent

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What’s Ahead Works is a digital platform that lets Nissan partner with students/scientists to solve real problems.

Anyone with an idea for how science and technology can solve a societal issue (eg. air filtration systems for urban schools) can post their “blueprint” on the site and share it with others. Users can “like” ideas and contribute to blueprints with questions, suggestions, and donations. When these responses reach a tipping point, Nissan will provide mentors to select projects and bring them to life.

PROJECT What’s Ahead WORKS

What’s Ahead ScholarshipNissan will grant scholarships to students with outstanding ideas who want to study science, technology, engineering or math, but who cannot afford to do so.

Electrathon SponsorshipNissan will sponsor Electrathon, a nationwide electric car race where students from around the country build these cars from scratch.

TeachForAmerica PartnershipNissan will partner with TeachForAmerica to be an active sponsor to their teachers in theSTEM fields.

Besides the platform, What’s Ahead Works engages individuals involved in the related fields:

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PROJECT What’s Ahead WORKSSOCIAL MEDIANissan’s existing social media channels will be rebranded with What’s Ahead to direct the target to What’s Ahead Works. We will create a Nissan What’s Ahead Twitter handle (WhatsAhead_US) to facilitate further engagement. Our What’s Ahead pinboard on PInterest will encourage our target to pin images that inspire a brighter future. We will use these social media channels to keep Nissan fans up-to-date on What’s Ahead Works. And we will encourage them to post about the project on their Facebook pages, tweet about it on Twitter, and pin them to their own pinboards.

PUBLIC RELATIONSAs What’s Ahead Works takes off and ideas come to life, we will send video press releases to respective media outlets to educate people on what’s going on and to get more people to participate. What’s Ahead Works will garner positive PR for Nissan.

REAL WORLD APPLICATIONOut of Home displays will bring What’s Ahead Works into the real world. LED Globes will be located in select cities featuring What’s Ahead Works videos. The videos would be playing without sound, but when you zoom in with your smartphone and scan a face the video of their story would pop up and direct the user to that idea’s specific page.

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SPORTSSCOREBOARD:Nissan’s interactive scoreboards show the score of everyone using the Live Play App. At the end of every game, a winner will be announced. The top 10 highest scores at the end of the season will win a Nissan.

Viggle is a loyalty program for television that gives people rewards for checking into the

TV shows they’re watching. This technology integrates mobile with TV, changing the way consumers interact with both. Incorporating Viggle with our Live Play App, the audience at home can use Viggle Live to play along with Nissan’s app.

LIVE PLAY APP:Thousands of people use their smartphones during sporting events, whether at home or at the arena.

The Nissan Live Play App allows smartphone users to play along with the current game and try to guess what will happen next on the court.

Users can guess which player will score the most points or get the most rebounds within the game. Any recordable stat can be a part of this game— whether it’s 3 pointers, turnovers, assists, or technical fouls.

There will be a point system for every answer users get right and they can compete with everyone in the arena.

NISSAN OWNING WHAT’S AHEADF

ILM

Nissan will sponsor the 2013 Tribeca Film Festival to own What’s Ahead in the film industry. This festival features both emerging and established directors, who are working on the cutting edge of film. Attracting over 400,000 people annually, Tribeca will underline Nissan’s appetite for the new and provocative.Nissan will also take over the everyday movie-viewing experience. We will install its Vitamin C Air Filters in one theater in each spot market and promote it on screen. This will give moviegoers a taste of the healthier air Nissan provides in its cars, while creating a more comfortable environment for relaxing and enjoying a movie.

We will have a sponsorship in ten NBA Arenas. We recommend that Nissan continues its current sponsorships of the Heisman and NCAA Football, as well as a fitness program “Innovation for Endurance,” as these will tie in with owning What’s Ahead in sports.

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FASHIONWe will create What’s Ahead Eco-Friendly Student Fashion Shows. The fabrics and set will be made of sustainable materials. The models will all be Millennials. What’s Ahead in fashion is democratic and eco-friendly. Nissan will partner with Style.com and up-and-coming designers to premiere images of Fall and Spring fashions before they are officially shown on the runway.

MUSICThis group regularly listens to online radio (117). More then 3.1 million Multicultural Millennials visit Pandora.com monthly.

We will establish a What’s Ahead Radio station to play a curation of songs before their official release. Users can interact with the songs to remix them to their own beat.

NISSAN OWNING WHAT’S AHEAD

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Our interactive bus shelters will be placed in several locations within our spot markets. Multicultural Millennials index at 196 for enagaging with bus shelter advertising.

The Jukebox will have the same unreleased songs as Pandora What’s Ahead radio available for play. By inserting money, users choose a song to play and choose which What’s Ahead Works Project candidate receives their donation.

BUS SHELTER

SOCIAL MEDIA GAME

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We will hide Nissan’s innovative car parts throughout the Internet on sites for pertinent social causes. For example, the Forest AC will be hidden on the Nature

Conservancy’s website. Participants must fill their game board, which

is a blank blueprint of a Nissan car. Nissan’s Twitter page will provide clues to the missing parts.

The search for the innovative features will drive traffic to socially responsible websites as well as create interaction with Nissan’s technologies.

The first person to find them all and complete their game board will win

a a Nissan.

Multicultural Millennials are on the move. We created the Nissan What’s Ahead App so Nissan drivers can sync their phone with their vehicle and track its maintenance schedule.

The driver can store the vehicle’s information, such as the VIN number and preferred Nissan dealer, on the app for easy access. The What’s Ahead App will also alert the driver if the keys have been left in the vehicle or the lights have been left on. A vehicle service guide will highlight frequently asked questions, like how to change a flat tire with video tutorials. The app helps take the pressure off the driver so that they can focus on What’s Ahead.

MOBILE Mobile apps will allow Nissan to offer a brand experience and drive consumers to engage with Nissan, which is particularly important to this tech-savvy Millennial target.

WHAT’S AHEAD APP

“Young blacks and Latinos are migrating decisively towards mobile media, using the phone as their main access point or gateway to the Internet.”

-Jong Hyook Jung, Professor of Media Studies, Syracuse University

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ONLINE VIDEO ADSMulticultural Millennials are high users of Internet videos (125), so we will adapt our TV spots into pre-roll ads for online video streaming sites such as YouTube, Hulu, and DailyMotion.

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When a cursor scrolls over the banner ad, the blueprint sketch morphs into the real car driving down the banner.

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SUBWAY

We will purchase billboards in major cities in each of the 40 DMAs we identified. This target indexes at 138 and are especially receptive to brand messaging.

According to a Harvard study, 78% of Americans would consider buying an electric vehicle once gas prices hit $4.50 a gallon. With this information, we decided to create a billboard that reminds drivers of the ever-rising gas prices as an incentive to consider the Leaf. The current local gas prices will update as they rise.

Multicultural Millennials are 78% more likely to pay attention to advertising on subway trains. We will wrap express subway trains so that visual comes together when the train passes at full speed.

We will also install What’s Ahead LED walkways in the main stations that illuminate the path of “What’s Ahead.” BILLBOARD

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Only 36% of Millennials are confident in their ability to shop for and buy a car alone. - MTV Scratch, 2012

To help, we will provide dealers with training on how to effectively engage Millennials, highlighting the following three points:

1. RESPECTMillennials want to be treated like adults. Hearing, “go get your parents” is very belittling.

2. PERSONALIZATIONMillennials do their research online before going to the dealership and are looking for a personalized experience when they get to a dealership.

3. TRUSTMillennials know when they are being lied to, so dealers must be honest and straightforward with them.

Don’t pressure me. Salespeople need to listen or I lose trust. -Josh, 22

DEALERSHIP

Prior to their visit, Millennials can sign up for an appointment where they include their budget, preferences, and questions, allowing dealers to be prepared for a personal visit. They can sign up on Nissan’s website, where we created What’s Ahead Online, or iPads conveniently located at the dealership.

iPad displays in dealerships will provide customers with an interactive opportunity to explore features and functions. While waiting for service, a virtual test drive simulator lets our target explore the Nissan brand and lineup.

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Only 36% of Millennials are confident in their ability to shop for and buy a car alone. - MTV Scratch, 2012

The Nissan What’s Ahead Sales Event

The event will tie in with the rest of Nissan’s current sales events, but it will be designed specifically for Multicultural Millennials. Held in the fall, it will be opportune to preview What’s Ahead for the up coming year.

By using a TV spot, digital executions and email blasts to the target, we aim to get more of them into dealerships and into cars.

Every Multicultural Millennial who test drives a Nissan will receive a reward. They can choose a pre-released album, or a movie or concert premier. They also can choose to have Nissan donate to one of the What’s Ahead Works projects on their behalf. They get to preview What’s Ahead both at Nissan and in the things they enjoy.

SALES PROMOTION

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POPULATION CITY2,245,708 Los Angeles, CA1,675,065 New York, NY654,409 Chicago, IL641,637 San Francisco-Oakland-San Jose, CA621,542 Houston-Sugar Land-Baytown, TX535,606 Dallas-Ft Worth, TX533,865 Miami-Ft Lauderdale, FL364,777 Washington, DC350,746 Atlanta, GA322,159 San Diego County, CA316,493 Phoenix, AZ286,596 Sacramento-Stockton-Modesto, CA246,765 Philadelphia, PA229,201 San Antonio, TX195,998 Detroit, MI190,668 Harlingen, TX187,496 Boston, MA180,943 Las Vegas, NV173,339 Fresno, CA171,149 Tampa-St Pete, FL169,885 Hartford & New Haven, CT159,390 Seattle-Tacoma, WA149,885 Orlando, FL136,461 Austin, TX133,448 Baltimore, MD125,288 El Paso, TX124,089 Memphis, TN105,811 Raleigh-Durham, NC93,332 West Palm Beach, FL86,617 Charlotte, NC84,092 Milwaukee, WI73,094 Columbus, OH69,348 Cleveland, OH63,570 Indianapolis, IN63,112 Albuquerque, NM62,082 Minneapolis, MN58,794 Santa Barbara, CA57,188 Monterey-Salinas, CA54,875 Jacksonville, FL46,287 Norfolk, VA

MULTICULTURAL MILLENNIALS

OUR SPOT MARKETS:

GEOGRAPHY

GEOGRAPHYThere are 18.5 million Multicultural Millennials in the United States, 10.5 million Hispanic Millennials, 7.3 million African-American Millennials, and 700,000 Chinese Millennials.

In order to effectively reach this narrow target we took advantage of spot markets where we could reach the largest percent of the target, without waste. Using the mapping tool arcGIS, we looked at US counties with the highest population of Multicultural Millennials and cross-referenced that with the counties where Multicultural Millennials make up the highest percentage of the population.

65% of our target lives in the 40 selected spot markets.

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PULSING/SEASONALITYWe will spend the most on advertising in months when Nissan sells the most cars. December and March have the highest monthly forecast for car sales and will account for the largest portion of our budget. Consumers start considering buying a car four weeks before making their purchase. Since consumers will be more receptive to car advertising in November and February, these months will have a heavier advertising schedule as well. We will increase spending for out-of-home placements during the summer when more people are outdoors.

MEDIA BREAKDOWN

Our media strategy embodies “What’s Ahead” by utilizing interactive media in addition to traditional media. When selecting media we wanted to reach each Multicultural group efficiently within the budget.

Our campaign will reach 80% of the target, with a frequency of 4. In heavy spending months, our campaign will reach 85% of the intended target while achieving a frequency of 6.

Our campaign relies heavily on spot markets, with 73% of the budget spent in 40 selected DMAs. The other 27% is spent nationally through targeted magazine, digital, and mobile efforts.

MEDIA BUDGET BREAKDOWNSPOT TELEVISION: 41%OUT OF HOME: 25%DIGITAL: 12%NATIONAL MAGAZINE: 12%EVENT SPONSORSHIPS: 7%MOBILE: 2%MISCELLANEOUS: 1%

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Vehicle April May June July August September October November December January February March Total CostsTRADITIONAL $53,538,632Spot Television* $41,161,700National Magazine $12,376,932OUT-OF-HOME* $24,617,500Interactive Bus Shelter $8,580,000Billboard $7,932,500LED Walkway** $4,750,000What's Ahead Globe** $2,900,000Express Train Wrap $455,000DIGITAL $12,155,000Video Pre-Roll $6,500,000Rich Media Banner Ads $1,560,000NBA Homepage Takeover $1,000,000Pandora Skin Package $900,000Sponsored Links $900,000Internet Radio Spots $720,000Email Blasts for Sales Event $500,000What's Ahead Works Web Site $75,000EVENT SPONSORSHIP $7,143,180NBA Arena Sponsorship $4,712,500Car Giveaway (NBA/Game Winners) $250,000What's Ahead Works Components $1,000,000Movie Theater Experience $790,680What's Ahead Sales Event $200,000Film Festival Sponsorship $150,000Fashion Shows $40,000MOBILE $2,050,000AdMob $800,000What's Ahead App $450,000NBA App $450,000Viggle NBA integration $350,000MISCELLANEOUS $468,000Production/Labor Costs $200,000Campaign Measurement & Evaluation $150,000Social Media Strategist $78,000What's Ahead Game Development $40,000TOTAL $99,972,312

CONTINGENCY $27,688CAMPAIGN TOTAL $100,000,000*Spot Televsion and Out of Home are in 40 spot markets**LED Walkway and What's Ahead Globe will be in 10 spot markets***Darker months in Traditional indicate increased spending

NISSAN MEDIA FLOWCHART 2013-2014

MEDIA FLOWCHART

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MEASUREMENT • Our advertising testing showed 84% of Multicutural Millennials thought What’s Ahead was clear and helped position Nissan as a “innovative company.”• Our target understood the blueprint concept as a “plan for the future.”• The emphasis on What’s Ahead features caused 76% of Multicutural Millennials to “want to visit the website and/or a Nissan dealer.”

Through our intergrated campaign, Nissan will own What’s Ahead. We know the blueprint concept resonates with Multicultural Millennials, as well as all Millennials. By owning What’s Ahead, because our target is What’s Ahead, Nissan can effectively raise awareness and lasting brand favorability among the target.

MONITORINGWe will observe our online communities to make sure our campaign elements have a positive impact. Because this is an integrated campaign, it is important to accurately monitor reach and frequency across all platforms. We will use Neilson Cross-Platform campaign ratings to measure metrics consistentlyacross all platforms.

KEY PERFORMANCE INDICATORS, BENCHMARKS, & IMPLICATIONS• We set a goal of 25% of Multicultural Millennials visiting a dealership.• Within 6 months of running the campaign, Millennials will have an increased preference for Nissan, and view it as more innovative than either Toyota or Honda. • Goal of 25% increased interaction with Nissan through What’s Ahead Works, our game andsocial media sites.

OPTIMIZATION OF POTENTIAL PITFALLSIf What’s Ahead Works gets off to a slow start, we will use some of our magazine and digital spots to direct people to the site. If any websites or channels are not reaching our target well enough, we will shift money to vehicles that are performing better.

Continued evalutation is necessary throughout the duration of the campaign and following its completion. Post-exposure focus groups with members of our target will allow us to confirm whether they see Nissan as innovative. and ahead in the car industry.

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REFERENCESNissan USA Website, Nissan-Global Website, Fast Company 2011 Most Innovative Companies, Pew Research Center, Discovery Channel - History of Cars Timeline, 4thTurning.com, Millennial Movement, Shift, The Fourth Turning, MRI+, Simmons 2010, Mintel, Plunket, Scout Labs 31

WE ARE WHAT’S AHEADPROJECT DIRECTOR

Jen Brotman

STRATEGY DIRECTOR

Mel Fish

STRATEGY TEAM

Karly Bader

Julia DavisCasey O’Brien

MEDIA DIRECTOR

Alex Cohen

MEDIA TEAM

Grace BrennanEllen Gurss

CREATIVE DIRECTOR Evan Davis

BOOK & PRESENTATION DIRECTOR Malory Wheaton

BOOK & PRESENTATION TEAM

Ellie Thiele

CREATIVES

HJ Kwon

Julia McGovernChris ParkerLily WangKaity Wong

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SPECIAL THANKS Ed RussellKevin O’NeillAmy FalknerJames TsaoLarry Elin