INVESTIGATION IMAGINATION INTEGRATION IMPLEMENTATION INTERPRETATION

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EXECUTIVE SUMMARY
i5 would like to thank Nissan for this opportunity to create a uniquely integrated marketing communications plan that further defines Nissan as the most innovative car company in the world. Extensive research and creative executions paved the way for a strategic and unique campaign that incorporates subtle cultural cues to attract Multicultural (MC) Millenials and, in turn, increase Nissans multicultural share.

THE TARGET
Surveys, focus groups, interviews and innovative research show that, as a whole, 18-29-year-olds embrace self-expression in the form of music, art and lifestyle. However, when compared to their Caucasian counterparts, MC Millennials are more group oriented, assessing how an individual decision may affect their families before actually making that decision. This mindset also explains the stronger sense of identity they have with their respective cultures. Therefore, i5 chose to focus on forms of self-expression, subtly placing cultural cues in creative executions. Our research reveals that parents have a significant influence on car purchases. Therefore, we added them as a secondary target market.

CREATIVE
Capitalizing on the current Innovation for All message, i5s Drive Different campaign makes the message more relevant and tangible for MC Millenials. Drive Different is all about the individual - showing how Nissans innovations can be adapted to his/her unique lifestyle. We make the car features more meaningful to the target. The addition of Drive Different to Innovation for All links multicultural values with Nissan innovation. Driving a Nissan doesnt have to be like driving other vehicles- you can Drive Different. Were selling more than a car; were selling an experience.

KEY PROBLEMS
Our research shows that the current campaign with SHIFT_the way you move and Innovation for all confuses MC Millennials. MC Millennials have difficulty associating innovation with Nissan.

MEDIA
Our integrated media plan combines traditional and non-traditional media, while establishing a presence in digital and social media. Intended to reach the largest audience possible in a cost efficient and effective way, the campaign reaches 90% of the primary target at least six times and 70% of the secondary target at least three times. Our plan utilizes local and digital media to attract MC Millennials to our promotional events, increases traffic to the dealerships and enhances interaction with the brand. i5s campaign reflects the target markets values of authenticity, individual expression and cultural identity. It communicates that their Nissan is an extension of who they are and what they represent. We look forward to working with Nissan and showing the world how to Drive Different.

CONTENTS

PROMOTIONS
Our promotions capitalize on the targets interest in technology and music. We extended the existing partnership with Xbox to take full advantage of their Kinect technology. This innovative technology provides virtual experiences at dealerships and promotional events. The Kinect partnership, concerts, and interactive public displays connect Nissan innovations with MC Millenials.

DRIVE DIFFERENT CAMPAIGN

i5 is proud to accept the Nissan Challenge. In addition to targeting Multicultural Millennials (MC Millennials), we added a secondary market consisting of their parents. By the end of April 2013, the following marketing objectives will be achieved: Increase MC Millennial share for Nissan from 13% to 15% Drive consumers to dealerships Increase top-of-mind awareness of Nissans Innovation theme Improve perception of Nissan among MC Millennials

NISSAN SWOT ANALYSIS

STRENGTHS Positive growth in multicultural shares compared to
Honda and Toyota Innovative automotives technology Strong emphasis on research and development

WEAKNESSES Volatile market share in relation to competitors Consumer confusion with Innovation theme Declining reputation due to recalls of several models Poor image within minds of MC Millennials THREATS Competition from domestic and foreign manufacturers Stringent environmental regulations Appreciating Japanese Yen against US Dollar Increasing gas prices

OPPORTUNITIES Expanding Millennial population Multiculturals associate prestige with foreign

automobiles Increasing demand for fuel efficient vehicles Recovering automobile sales Capitalizing on zero-emission trends

INVESTIGATION

INDUSTRY TRENDS
The automobile industry is one of the most competitive industries. When the recession hit the automobile industry, sales dropped by 15% and 10% in 2008 and 2009 respectively. However, the industry is recovering with 2011 sales up 11% from 2010 (Datamonitor Report, 2011). MC Millennial trends within the industry are as follows:

Increased demand for affordable and advanced technology in their automobiles Greater tendency to conserve fuel and protect the environment Younger drivers more apt to choose compact cars More MC Millennials buy used cars than new cars

COMPANY ANALYSIS
Nissan is currently the third largest Asian auto brand in the United States and sold 1.2 million vehicles in North America during the 2011 fiscal year (Datamonitor Report, 2012). Nissans market share in multicultural markets has been increasing, taking share away from both Honda & Toyota (Case Study). Nissan launched the Innovation for All campaign in August 2010, integrating it into their SHIFT_the way you move platform. Innovation for All is the foundation of Nissan worldwide. This campaign captures Nissans spirit and continued drive toward innovation not just for the elite, but for everyone. (Jon Brancheau, VP Marketing, Nissan)

INVESTIGATION

COMPETITIVE ANALYSIS
STRENGTHS:
Strong market position and brand image Strong brand loyalty in Chinese-American segment Strong financial position Strong brand image based on quality Strong brand image and market share Extensive dealership network Increased operating revenue Robust financial performance with revenue growth Competitive pricing Strong market position and brand portfolio Extensive dealership network Strong performance in African-American segment

TARGET MARKET
WEAKNESSES:
Lapses in product quality Lost dependability awards to Toyota

PRIMARY TARGET MARKET: MC Millennials: African-Americans, Hispanics and Chinese-Americans, ages 18-29.
Multicultural (MC) millennials are comprised of two groups: dependent and independent young adults. Survey results show 55% of the target market still rely heavily on parents for financial support with 69% of them holding only part-time jobs. They depend on their parents for assistance in long-term investment purchases such as a vehicle. However, independent millennials have developed careers and are self-sustainable. MC Millennials are diverse. A 26-year-old could be single or married, kids or no kids, have a career, a family and/or be a student who still lives with his/her parents (see Figure 1). i5 plans to target MC Millennials as a whole, based on similar lifestyle habits (see Chart 1).

Large scale recalls

Numerous legal costs with pending lawsuits

MC MILLENNIAL LIFESTYLE HABITS

CHINESE AMERICANS
 Place high value on education  Believe in honesty as business people

MC Millennial Demographics MC MILLENNIAL DEMOGRAPHICS Hispanic African-American Asian-American TOTAL Female Male Kids No Kids Married Single 10,503,235 7,310,637 2,749,118 20,562,990 51% 49% 59% 41% 26% 74%

Low turnover ratios compared to top competitors

HISPANIC
 More likely to attend concerts 
Strong national ties  Less likely to use credit cards  More receptive to product placement

Weak performance with Chinese-American consumers

SIMILARITIES

Focus on style and substance 
Buy cars on technology and style 
Proud of heritage, family-oriented 
First to try new technology 
Heavy internet users

Vehicle Preference
5

 More likely to have kids 
Smaller percentage with college education

Chinese-American African American Hispanic

Source: U.S. Census Bureau, 2010 American Community Survey; Source: Neilson MRI Database
 Prefer stylish cars 
Watch basketball

Figure 1

AFRICAN AMERICANS

Among the MC Millennials, there is little difference between brand preferences, except for Chinese-Americans who prefer foreign cars. (Source: Primary Research)

 Children have major impact on shopping habits of parents

DAY IN THE LIFE:

Chart 1

 Prefer aspirational and youthful tone in advertisements

Nissan

Honda

Chevrolet

Ford

Hyundai

Toyota

Lifestyle: MC Millenials can be found in the following life stages: students, professionals, single/ married, and/or starting a family, but they are all digitally connected (see Day in the Life scenarios on the next page).

Car Brands

INVESTIGATION

DAY IN THE LIFE

SECONDARY TARGET MARKET:
Parents of Multicultural Millennials

PRIMARY RESEARCH SANDRA JONES - 20 years old

Drives a Nissan Sentra Attends Howard University Political Science major She is single Loves fashion Favorite music is R&B Her parents help her with some bills Wants to be a senator

STEVEN CHAN -28 years old

Drives a Nissan Altima CFO of a solar panel start-up Single; grandparents live in Shanghai Lives active lifestyle Listens to electro-pop Prefers ads in English Plays strategy games Second-generation Chinese

MIGUEL HERNANDEZ -26 years old

Drives a Nissan Rogue Inherited automotive shop from his father Married with three kids Likes going to the movies Favorite music is hip-hop Prefers ads in English Second-generation Latino Loves the Cowboys and the Spurs

Because many MC Millennials are financially dependent on their parents, i5 included parents as a secondary market. Millennials were raised by parents who are heavily involved in their childrens lives. Forty percent of young adults have moved back home in recent years. Of those moving back

home 78% reported being happy with their living arrangement (Pew Report, 2012). Survey results showed that 60% of MC Millennials parents help them purchase their first cars (Primary Research).

PRIMARY RESEARCH QUESTIONNAIRE:

OBJECTIVE:
Surveys, focus groups, interviews, and innovative research techniques formed the core of i5s primary research. The data gathered by research are as follows:

6:00 am 8:00 am

Wakes up and checks email and Facebook on smartphone Arrives at work, checks Facebook from iPad

6:30 am 7:45 am 9:15 am

10:30 am While on break, he watches a funny video on his phone 1:00 pm While on lunch break, checks in using Foursquare, takes picture of lunch scene using Instagram, all on smartphone

Wake up, check phone for text messages Opens mechanic shop and checks Facebook Sits down at desk and checks emails at his computer

8:00 am 9:30 am

Wakes up and checks email and Facebook on smartphone Goes to class, checks Facebook again from computer, plays Caf World, browses fashion sites

A questionnaire was designed to determine the target markets: Lifestyle and hobbies Social media habits Purchase decision process Insights about automobiles and brands Importance of different attributes when purchasing a vehicle

11:00 am Checks ESPN on smartphone during lunch break for score of last nights Cowboys game 2:00 pm 6:00 pm 7:00 pm Turns on top hip-hop station on Pandora from his computer

11:00 am Checks Twitter from smartphone and sees her favorite celebrity, Beyonc, has tweeted a new photo from her tour 3:30 pm Checks Twitter and answers text messages when she gets home 5:30 pm While studying she logs onto her blog, views other blogs, and clicks links to watch a vlog on YouTube 6:00 pm Follows a new designer on Twitter that she saw on the YouTube video 11:00 pm Checks Facebook before going to bed

METHOD:
425 respondents, Hispanics, African-Americans and Chinese-Americans, ages 18-29

KEY FINDINGS:
Multicultural Millennials: Consider themselves active Enjoy going to the movies and listening to music Prefer ads in English Use Facebook more on their phones than their computers Watch TV more after school than any other time Use a companys website to look up vehicle prices and to find local dealerships Look to their families for advice when buying a vehicle Price, durability and safety are the most important factors Associate innovation mostly with technology

Arrives at client meeting early, checks Facebook on phone 5:15 pm Favorite song comes on Pandora and he shares it on Facebook with his friends 7:00 pm Comes home and checks Facebook on his computer while eating 10:30 pm Checks his Facebook on smartphone before bed 3:30 pm

Watches YouTube video of Tony Romos game-winning touchdown pass from last nights football game Relaxes on the couch with family to watch Spurs game

11:00 pm Checks his Facebook and updates status on his smartphone as he is getting ready for bed

MOST ASIAN FAMILIES ARE LIKE A UNIT, SO IF I MADE A DECISION ITLL FEEL LIKE ITS THEIR DECISION TOO.
INVESTIGATION

- Rafael, 22-years-old Seatle, WA, Asian male 7

IN-DEPTH INTERVIEWS
OBJECTIVE:
Discover MC Millennials lifestyle, vehicle preferences, and their perceptions toward Nissan brands

FOCUS GROUPS
OBJECTIVE:
Explore how MC Millennials view Nissan, its competitors and their motivation to purchase vehicles

MIND MAP
OBJECTIVE:
To create a Mind Map using the root words Vehicle and Innovation.

INNOVATION SURVEY
OBJECTIVE:
Interpret how the target defines innovation.

METHOD:
Multiculturals, ages 18-29, from across the country were interviewed: 49 Hispanics, 49 African-Americans and 48 Chinese-Americans

METHOD:
Four focus groups were held: two Hispanic, one AfricanAmerican and one Chinese-American

METHOD:
Participants were asked to write a root word in the center of a piece of paper and write down any word or idea they thought related to the root word.

METHOD:
A survey was distributed across various Internet media with questions about innovation.

KEY FINDINGS:
CAR PREFERENCES:
MC Millennials view Nissan as a car driven by young professionals Nissan has a model for every stage of life Functionality is the most important factor Toyota and Honda are seen as the biggest competitors African-Americans view Nissan as a desirable brand Chinese-Americans do not view Nissan as desirable Hispanics view Nissan as a cheap car; prefer domestics Facebook is the most used social media Females tend to watch more television than males Males watch football and basketball more than any other sport Heavy listeners of hip-hop music Use Pandora to listen to music

KEY FINDINGS:
Responses to the word innovation included: Cutting edge Technology Green Efficiency Response to the word vehicle: Chinese-Americans: Money, Gas Prices, Maintenance Costs, Road Trips, Family, and Friends Hispanics: Music, Style, Gas mileage, and Friends African Americans: Luxury, Money/ Price, Style, Color, Sound, and Speed

KEY FINDINGS:
85% thought that innovation was important in their lives 83% thought that if a product was innovative, they would buy it Nike, Google, Apple and Sony were reported to be innovative companies Most innovative things in their lives are: cellphones, technology, social media, computers and iPods. 48% think innovation means improvement (making life easier, practical, enjoyable) 49% think that innovation is something new 32% think that innovation means creativity

KEY FINDINGS:
Aware of Nissan in general, but not familiar with individual models Do not associate innovation with Nissan Family and friends are important Parents purchased their car for them The appearance of the vehicle is important Use the Internet as a source of information and entertainment Concerned with gas mileage Perceive themselves to be unique and different

MEDIA HABITS:

INNOVATION MEANS: INNOVATION MEANS:

YOU THOUGHT OF IT FIRST, THEN MADE ME WANT IT.

- Marcus, 19-years-old African-American male Atlanta, GA

THINGS THAT HELP PEOPLE AND CHANGE THE WAY THEY THINK
- Gabriella, 20-year-old Hispanic female Houston, TX

INVESTIGATION

SECRET SHOPPER
OBJECTIVE:
Analyze the selling process in Nissan dealerships

FORZA 4 TEST DRIVE

OBJECTIVE:
Observe the mindset of the target market when selecting a car to test drive and how they feel while driving the selected vehicle

DEALERSHIP VISITS
OBJECTIVE:
Gain insight from local Nissan dealerships about selling to MC Millennials

SXSW INTERVIEWS
OBJECTIVE:
Gain more insight into the tech-savvy MC Millennial population.

METHODOLOGY:
i5 went to Austin, Texas, for the 2012 SXSW Interactive festival and interviewed 47 MC Millennials about their thoughts on innovation, car brands and lifestyles.

POSITIONING STATEMENT
Nissan offers innovative and unique vehicles that provide stylish transportation with cutting edge technology.

METHOD:
Six male and female students posed as potential buyers. Each asked a set of questions to obtain natural responses from the salespeople.

METHOD:
i5 set up a booth on Texas State Universitys campus and let 27 MC Millennials select and race Nissan and competitors vehicles (Chevy, Ford, Honda, Hyundai, Scion, Toyota, VW) in the Forza Motorsport 4 video game. After they completed the 2-lap race, they were given a survey.

METHOD:
Researchers visited local Nissan dealerships and interviewed managers and sales representatives.

KEY FINDINGS:
Few of the target thought Nissan was the most innovative car brand The most talked about automobile features were not necessarily new, but new to the consumer Chose their family when asked the question Whom would you take with you on your dream vacation? Aspire to achieve a higher social status Relocation and job decisions were important decisions Strong association with music as an expression of their personality

KEY FINDINGS:
Stress-free experience Altima was recommended most Shoppers detected no differences in approach based on their ethnicity Point-of-Purchase displays were minimal or not noticeable Knowledgable salesmen Shoppers were given relevant suggestions to fit their lifestyle needs

KEY FINDINGS:
Nissan utilizes mobile marketing to text potential consumers Dealerships send promotional text messages with links to online brochures A variety of displays emphasize the innovation for tagline Dealerships are responsible for placing local advertisements Most multiculturals bring the entire family in for purchasing decisions. Second- or third-generation children are used as translators; bilingual salesmen are useful

KEY FINDINGS:
21 participants chose their car based on 10 participants chose a Nissan vehicle
When participants were asked why they did not choose a Nissan, responses were: What is Nissan? Nissan cars are whack. Responses from the question, If you could have selected another car to drive with what car would that have been? Common responses from African- American participants: BMW and Volkswagen Golf GTI Common response from Hispanics: Audi brand

Total Multicultural Millennial Population: 20,562,990

Awareness

80% (16,450,392) 65% (10,692,755) 30% (3,207,827) 15% (481,174) 10% (48,117) 7% (3,368)
INVESTIGATION

BRAND FUNNEL
Using the marketing brand funnel, i5 will move consumers through the purchase decision from awareness to loyalty. The campaign, along with the high quality Nissan cars, encourages Nissan customers to become advocates. This 7% of the MC Millenial market will post reviews on blogs, advocating the brand to their friends.
Consideration

Preference Action Loyalty Advocacy

10

11

CREATIVE STRATEGY
Nissan has a high quality line of core models, but the brand is still not perceived as innovative by MC Millennials. In order to convey the message of innovation, i5 takes a fresh approach to Nissans current advertising strategy. The Drive Different campaign is campainable because it captures the MC Millennials lifestyles. Iconic devices link the innovative car features with music, outdoor activities, sports and family.

CREATIVE EXECUTIONS
A series of 30-second commercials demonstrate car features in innovative ways. The opening shot is in black and white. Colorful cultural objects fly into frames to form the shape of a car. When features such as the Bose stereo system or the Pathfinder tent are shown being used in unique ways, the frames turn into color and the objects fly off screen to reveal the core models.

MUSIC: 30 SECOND TV COMMERCIAL

OBJECTIVES:
Establish top-of-mind recall of Nissan as the most innovative automotive brand Sustain Nissans strategy of emphasizing innovation Connect Nissans brand with MC Millennials culture and lifestyle

TAG LINE:
i5 has chosen to supplement the Innovation for All tagline with Drive Different placed in front of it. The extension of the existing tagline speaks to our target markets desire to be unique and trendy. The new tagline emphasizes a different driving experience that focuses on the features of the five core models. Opens to an urban city street in Black and white. Red objects fly in from off the screen. Music: Guitar strings play through VFX: Shapes flying VFX: Blue objects begin to form the shape of a car. VFX:Two car shapes are formed by red and blue objects. SFX: Crowd mumbling Rodrigo and Gabriela step out of the car shapes with guitars in hand. SFX: Car door open VFX:Car door emerges from shape Music: Guitar strings stop abruptly

IMAGINATION

STRATEGIES:
Create an iconic device to arouse interest Develop unique executions that use vibrant colors and reflect cultural cues Use pop cultural elements that fit the lifestyles of MC Millennials

COPY TONE:
The tone of voice in the campaign reflects MC Millennials unique perspective toward life and their ties to their ethnicity.

BIG IDEA:
MC Millennials identify themselves as authentic, creative and individualistic. i5 believes that to differentiate Nissan from competitors, the campaign must communicate a different driving experience that takes these values into consideration. The Drive Different campaign demonstrates how Nissans features can be adapted to our target markets lifestyles.
Drive Different. Innovation for all.

Both take out auxillary cord and plug their guitars into Bose stereo system. SFX: plug in auxillary cord, speaker amp turns on

When they start playing, objects start flying off and reveal Nissan Altimas underneath. Music: Hanuman by Rodrigo and Gabriela SFX: Objects swoosh off screen

Gabriela and Rodrigo start to play. VFX: Car silhouhette fades into People start forming around them. real Altima with the Nissan logo and the tagline Drive Different. VO: We bring the fiesta to you. VO: Drive Different. Innovation for All.

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IMAGINATION

13

TENT: 30 SECOND TV COMMERCIAL

CONCEPT TESTING:
OBJECTIVE: METHOD:
Gain insight into the targets perceptions and feelings about i5s creative campaign.

RADIO

A 30-second radio spot demonstrates a car feature through a relatable conversation between a son and his mother highlighting Nissans safety.

i5 held a focus group of MC Millennials to gain insight.

Radio Spot: 30 Hi Mijo

SFX:

FINDINGS:
Chinese-American said the advertisement was definitely innovative showing the tent attachment to the vehicle. Hispanic participant said the Pathfinder ad communicated to him that you can make your own path, or do and see anything you want. Hispanic participant said Whoa! Ive never seen this before. African-American participant said the advertisement made him want to buy the car and that it caught his eye and made him want to open the ad. When asked what does innovation means to you, a participant said, When you think of something he needs or wants before he knows he needs or wants it. African-American participant said, You thought of it first and made me want it.

Phone Ringing Bueno! Hi mijo, hows it going? Good, Mom, just driving to school. (Gasp) What! You know thats not safe! You should always drive with both hands on the wheel! (Chuckle) Mom its OK, my new Nissan Altima has Bluetooth connectivity so I can talk handsfree through my speaker system while I drive. Oh thats right! I remember adding that to your Altima so that you would be safe. So have you been eating? Getting enough sleep? You better be keeping up your schoolwork Phone ringing Hey Mom, Ive got another call waiting. Got to go, bye!

Open to outside of music venue in black and white with people camped out waiting for ticket sales. SFX: People chattering Music: Rodrigo y Gabrielas Hanuman

Medium shot on side of venue building with people in front of tents. Blue objects fly into screen. VFX: Objects start forming the shape of a car.

People get out of car shape.

People pull out chair and sleeping bag.

Son: Mom: Son: Mom: Son: Mom:

SFX:

Son:

People open hatch to pull out tent from the back of the car.

As hatch tent is pulled out completely, objects fly off screen to reveal Pathfinder. VFX: The shot turns into color

VO: Dont you wish you had a tent?

VFX: The Pathfinder silhouette is shown again, then fades to the real Pathfinder. The Pathfinder then fades to Nissan logo and tagline. VO: Drive Different. Innovation for All.

Last five seconds will be reserved for announcer to talk about promotional events and local dealership promotions.

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IMAGINATION

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Sample copy: The speakers and aux input in the 2014 Nissan Versa let you become a rock star everywhere and anywhere you are. Remember, its not the car in your life. Its the life in your car. Choose to live different. Choose to Drive Different.

AUGMENTED REALITY PRINT ADS

Magazine: i5 created a series of pop up ads using the gatefold format to showcase innovative ways to use the car features in different situations. An iconic graphic design entices readers to turn the page.
Scroll for more pictures and descriptions. Or for more innovating features.

Readers use their smartphones to scan a QR code from the advertisement to download an augmented reality app to see the ad come to life.

POP-UP ILLUSTRATION
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IMAGINATION

17

OUT OF HOME:
NEWSPAPER:
In-language newspaper ads are used to appeal to the secondary target by highlighting safety, affordability and fuel efficiency.

DIGITAL BILLBOARD

TEXT YOUR SONG REQUEST TO 78666.

Theyll play it.

Drive Different. Innovation for All.

OUT OF HOME:

TEXT YOUR SONG REQUEST TO 78666 AND WATCH IT BE PLAYED RIGHT

HERE.

TAXI TOP:

Go ahead, find your perfect match.

Interactive display allows audience to chose and match their car preferences.

Outdoor advertising uses digital and traditional billboards as well as taxi tops. Traditional billboards are displayed in a series of two to be seen while driving. Digital billboards rotate between several executions. On top of taxi, one panel shows the design and the other side shows the real model.

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IMAGINATION

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TRADITIONAL BILLBOARDS:
2nd 1st
the

GUERRILLA MARKETING:
Nissan core models are placed in top DMAs. The vehicles have musical instruments, such as a guitar and microphones plugged into the cars Bose sound system. This allows the target to interact with car features. Audience improvisions are recorded and posted online.

DRIVE DIFFERENT CONCERT SERIES

GO AHEAD, JAM OUT WITH THE GUITAR THROUGH OUR PREMIUM AUDIO SYSTEM. YOULL BE IMPRESSED. TRUST US.

2nd 1st

DIGITAL ADS:
BANNERS:
Objects fly across the screen gravitating to the designated ad space to form an iconic shape of the car and fade out to reveal the car model.
NISSAN ALTIMA
DRIVE DIFFERENT. INNOVATION FOR ALL.

NISSAN ALTIMA

DRIVE DIFFERENT. INNOVATION FOR ALL.

NISSAN ALTIMA

DRIVE DIFFERENT. INNOVATION FOR ALL.

Bring the fiesta anywhere.

Bring the fiesta anywhere.

Bring the fiesta anywhere.

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IMAGINATION

21

DIGITAL HULU:
Branded skins are used to intrigue and direct the viewer to Nissans website.

SMARTPHONE AND iPAD APPLICATION:

Based on the popularity and convenience of smartphone and iPad applications within the target, we created an app that offers information about Nissan, vehicle browsing, promotional content, and an augmented reality camera to use with various augmented reality capable advertisements. The application links directly to the microsite allowing the viewer to be lead to NissanUSA.com.

APP ICON:
ABOUT AUGMENTED REALITY

ABOUT

AUGMENTED REALITY

PUSH TO START

CONCERT SERIES

VASPR

CONCERT SERIES

MICROSITE:

BROWSE MODELS
BROWSE MODELS

FIND LOCAL DEALER

FIND LOCAL DEALER

A microsite features commercials, videos, and information about current promotions, including the Drive Different Concert Series. The sites design resonates of the Drive Different campaign theme.

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IMAGINATION

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PROMOTIONAL OBJECTIVES:
Increase Nissans MC Millennials share Increase brand awareness and dealership traffic Support the Drive Different campaign

PARTNERSHIPS RECOMMENDATION:
Nissan expands their already existing partnership with Xbox Kinect. Xbox Kinect is a motion and voice sensing technology that reinforces Nissans innovation theme.

NISSAN MALL TOUR

OBJECTIVES:
WHAT:

Reinforce Drive Different campaign and provide interactive entertainment

DRIVE DIFFERENT LAUNCH EVENT

OBJECTIVES:
WHAT: Publicize Nissans innovations through Drive Different vehicles and launch the Drive Different campaign.
The Drive Different video is launched on Nissans YouTube, Facebook and Twitter The Kinect powered Drive Different Showroom is featured at the auto show as well as the E-Paper cars (see pages 25 and 26). A viral video is shown at the New York International Auto Show, which is one of the largest automobile shows in the nation. The video encourages viewers to discover the new Drive Different vehicles displayed at events around the country.

WHO:

Five core vehicles are covered with digital touch pads of silhouettes of musical instruments. When the vinyl is pressed instrumental music is played.

COST:
Altima Pathfinder Sentra Rogue Versa Vinyl wraps Digitalized instrumental decals On-Site Mall space Transportation $20,600 $29,000 $16,300 $22,000 $11,000 $16,000 $120,600 $1,050,000 $78,900

WHEN:

MC Millennials, Families, and General Market

Starting May 2013 and throughout the campaign 100 malls in 35 DMAs

WHERE:

TOTAL: IMPRESSIONS: COST PER IMPRESSION:

14 million $0.10

$1,364,400

INTEGRATION

WHERE: HOW:

New York Auto Show- Jacob Javits Center

DRIVE DIFFERENT SHOWROOM

OBJECTIVES:
WHAT:
Provide an innovative way to enhance traditional POP displays.

COST:
100 screens: $100,000 Programming cost: $24,000

Information and description are posted on websites, and social media targeting MC Millennials MC Millennials and General Market April 6 - April 15, 2013

WHO:

WHEN:

Interactive screens powered by Xbox Kinect, allow consumers to customize vehicles by using voice and motion commands.

WHO:

PROMOTIONAL GIVEAWAYS:
Key shaped USBs $66,500 Downloaded songs for USB: $100,000

MC Millennials, Families and General Market

TOTAL: IMPRESSIONS: COST PER IMPRESSION:

124,000
2 million $0.62

WHEN:

Starting April 6, 2013, throughout the campaign. Top 100 dealerships based on sales in the top 35 DMAs. This showroom is tested in these dealerships with plans to expand. Targets MC Millennials through select DMAs and dealerships

SUGGESTIONS:
Provide an innovative way to enhance traditional POP displays. INTERACTIVE ONLINE BROCHURES: Design online interactive brochures linked to dealership vehicles with QR codes. Prospective buyers can scan the QR code and download an interactive brochure.

WHERE:

TOTAL: IMPRESSIONS: COST PER IMPRESSION:

1 million $0.16

$166,500

HOW:

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INTEGRATION

25

PUSH TO START
OBJECTIVES:
WHAT:
An online game competition for a chance to win one of five vehicles.

WHO:

WHEN: HOW:

MC Millennials who enjoy playing games and competing against other. August 4, 2013, to November 23, 2013

DRIVE DIFFERENT CONCERT SERIES

OBJECTIVES:
Generates awareness and increase brand image, while giving back to select foundations WHEN: July- August 2013 WHAT: Each location hosts an artist who appeals to MC Millennials. Consumers check the micro-site and Nissans Facebook to discover the musician, revealed one month prior to each event. A two-tiered system; early birds receive a discounts. Concerts showcase Nissans Drive Different Vehicles and Kinect showroom screens. During the concert, people share text messages on stage. Ten percent of concert ticket revenue is donated to the four MC foundations Nissan currently supports: Friends of Chinese American Museum, National Multicultural Western Heritage Museum, National Black Arts Festival and the Los Angeles Opera Company. WHO: Targets MC Millennials and their families. WHERE: Orlando Houston Los Angeles Chicago Philadelphia New York Washington DC Miami Dallas San Fransico HOW: Media supports the concert series with radio spots, billboards, posters, and digital media. PR: Media is invited to a press conference held prior to the concerts to create buzz and free publicity.

Nissan Drive Different App features Push to Start, a puzzle and a racing game. The game has four, four-week periods of competition based on a point system. Gamers obtain additional points by visiting the Drive Different Showroom and inviting friends to play. Top 2,000 players at the end of each quarter receive a digital key for a chance to win a new Altima. The cross-platform point system can be shared between Facebook and Nissan Drive Different App users.

By promoting on social media and App servers

COST:
Altima Giveaway (x8) $292,000 Facebook collaboration $60,000 Host Cost: $40/month $200

PROMOTIONAL GIVEAWAYS: T-Shirts: $199,300 USBs: $357,000 Downloaded songs for USB: $300,000 CONCERT COST:

DRIVE DIFFERENT VEHICLES

OBJECTIVES:
WHAT:

TOTAL: IMPRESSIONS: COST PER IMPRESSION:

HOW:

$352,200
9,700,00 $0.04

Expand and visually show Nissans innovations

Venue: Production: Insurance: Banners/Fliers: Talent: Transportation:

$429,200 $323,000 $128.000 $116,000 $883,400 $100,000

WHO:

Altima, Versa, Sentra, Pathfinder and Rogue equipped COST with interior window projection technology and e-paper. E-paper is programmed to permit interior and exterior Vehicle(s): color customization that is controlled by Kinect through Versa (x2) $22,000 voice and motion commands. Altima (x2) $41,200 Customers can select locations they like to visit. Sentra (x2) $58,000
MC Millennials and General Market Throughout the campaign. Auto Shows, State Fairs, SXSW, Austin City Limits, Lollapalooza, Never Say Never, Nascar, Warped Tour, Heisman Awards, Superbowl, March Madness, NCAA tailgates, Ride a Nissan at Spring Break, Drive Different Concert Series and select college bowl games Rouge (x2) Pathfinder (x2) Space Rental Transportation E-paper Installation Projection Screen

Promoted through the Internet, word of mouth and Facebook

TOTAL: IMPRESSIONS: COST PER IMPRESSIONS:

$2,835,900
500,000 attendance $5.67 (Does not include revenue from ticket sales)

WHEN:

WHERE:

$58,000 $29,000 $1,650,000 $120,000 $2,200,000 $500,000 $1,329,800

nissan presents

the

DRIVE DIFFERENT TOUR

WHOS UP NEXT? FIND OUT AT DRIVEDIFFERENT.COM @BBURNS TEXT YOUR MESSAGES TO 78666 AND SEE IT APPEAR RIGHT HERE.

LOVING THE SHOW! NISSAN RULES! @RDURAN

NISSANS BACK ON TOP. @KGONZALEZ RODRIGO Y GABRIELLA ROCKED THE HOUSE! @BCALLAHAN

26

TOTAL: IMPRESSIONS: COST PER IMPRESSION:

$5,000,000
5 million $1.00

INTEGRATION

27

TACTICS
MEDIA OBJECTIVES:
Reach 90% of primary target at least six times Reach 70% of secondary target at least three Use two phases of scheduling, pre-launch and

STRATEGIES:
Target 100 DMAs with the highest concentration of

times

launch Use a cross-platform strategy for maximum reach

African-Americans, Hispanics and Chinese-Americans, ages 18-29 Coordinate media and promotions in the DMAs Supplement national media with local media Execute an effective and efficient media plan with a combination of digital and traditional media

CABLE TV ( $8,400,000 )

MC Millennials watch more cable than network TV. Cable begins with a prelaunch to build excitement and raise awareness, with purchases during NCAA March Madness on TNT. i5 then targets the top seven rated cable TV stations: Cartoon Network, Comedy Central, E!, FX, MTV, TBS and TNT on shows such as Jersey Shore, The Game and Adult Swim. In order to reach Hispanic parents, in-language stations are used in the campaign, such as Univision and ESPN Desportes.

DIGITAL

TOTAL ( $12,600,000 )

Digital kicks off the campaign with a pre-launch, creating awareness for the Drive Different campaign across online vehicles. Eighty-two percent of 18-29year-olds use a form of social networking. Young adult Internet users, are the heaviest consumers of online media; therefore, digital is present throughout the entire campaign. Facebook, Twitter, YouTube, Hulu, Pandora and mobile apps are the online vehicles with the most MC Millenial users, according to Nielsen data.

PANDORA ( $377,500 )

IMPLEMENTATION

TOP 100 DMAS:

TACTICS TV
TOTAL ( $30,240,000 )
NETWORK TV ( $10,231,000 )

Pandora is the national radio vehicle, reaching 26,880,000 18-34 year olds monthly, and is used throughout the entire campaign.

YOUTUBE ( $1,147,356 )

SPOT TV ( $8,202,500 )

According to 2011 Nielsen data, the highest ranking programs among young adult males 18-29 year olds are sporting events; therefore, i5 advertises on national network programs such as NBCs Sunday Night Football, along with Fox and CBS Sunday Football. Purchases for The Voice (NBC) appeal to the targets common interest in music.
Top 35 DMA Markets= Other DMA Markets=

Spot TV commercials air in the top 100 DMAs with high concentrations of MC Millennials. This supports the campaign and reinforces promotional events with programs such as Family Guy (Fox), Two and a Half Men (CBS) and The Maury Show (ABC), in primetime syndication.

HULU ( $3,187,500 )

The majority of Hulu users are young adults, 18-29 year olds so Nissans purchase of skins and banners is present throughout the entire campaign.

Nissans viral campaign is posted on YouTube because it ranks as the most popular video site among MC Millennials 18-29 years old, according to 2011 Nielsen online ratings.

RADIO

TOTAL ( $4,725,000 )

Start your Drive different experience

LOCAL RADIO ( $4,725,000 )

i5 airs local radio ads in the top 100 DMAs to reach the primary target audience through Hip-Hop, R&B, and Top 40 stations in support of promotional events. In addition, ESPN airs during March Madness 2013 as a pre-launch vehicle, then changes format to ESPN Desportes to accommodate Spanish listeners.

ACCORDING TO GARTNER RESEARCH, FORTY-SIX PERCENT OF DRIVERS AGE 18-24 WOULD CHOOSE INTERNET ACCESS OVER OWNING A CAR.
- New York Times, March 22, 2012

28

IMPLEMENTATION

29

PRINT

TOTAL ( $8,820,000 )

SPONSORSHIP

TOTAL ( $1,890,000 )

MEDIA FLOW CHART

P r e -L a u n c h Launc h

MAGAZINES ( $8,801,280 )

18-24-year-olds respond well to magazines. Ebony, Essence, Rolling Stone, People en Espaol, Latina, Sports Illustrated, ESPN, Esquire, Game Informer and Entertainment Weekly are the top print media that reach the target. Pop-up ads are used for the launch and subsequent placements are consecutive pages.

Nissans new sponsorship alliance with NFL.com Fantasy Football extends our presence into a rapidly growing online industry. In 2006, there were 15 million users playing fantasy football, and in 2011, it increased 220% with 48 million users (Fantasy Football Sports Association).

!"#$%
M e d iu m s T e l e v is io n Cable Network Network Spot Spanish Network Spanish Cable R a d io Radio !" "#

&'#()
$ %" !# !&

!"*
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% ( %) !! !*

+,)*

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2.'1.34.#
& %' !% !( +

5$164.#
) %! %* !$ !

768.34.#
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+"-,"#*:
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% ( %) !!

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GRPs

Impressions

Budget

$ %" !# !& " %# %& !' "%

Total + Total

1,854 395 1,116 144 93 3,602 43,500 43,500 5,762,743 4,371,057 5,553,267 5,091,601 1,439,743 2,112,070 1,438,140 5,327,053 429,922 3,309,160 300,000 35,134,756 17,484,500 155,562,750 26,772,000 123,637,600 57,802,550 137,592,000 132,810,800 29,207,184 40,792,180 15,184,400 17,484,500 65,970,000 820,300,464 1,500

$8,400,000 $10,231,000 $8,202,500 $2,713,500 $693,000 $30,240,000 $4,725,000 $4,725,000 $1,679,190 $1,592,707 $331,404 $610,200 $264,402 $373,000 $1,428,800 $687,940 $490,267 $1,343,370 $18,720 $8,820,000 $3,570,000 $1,120,052 $549,105 $989,101 $1,147,356 $377,500 $2,115,020 $620,144 $815,844 $303,688 $349,690 $642,500 $12,600,000 $1,937,250 $236,250 $567,000 $1,984,500 $4,725,000 $1,890,000 $1,890,000

NEWSPAPER ( $18,720 )

OUTDOOR

TOTAL ( $4,725,000 )

Local newspapers reach a large number of the secondary target. Fifty-seven percent of Chinese-Americans read the Sing Tao Daily. i5 uses in-language newspapers in New York and Los Angeles to reach the Chinese secondary demographic. Newspaper buys are half-page full-color ads for local publications.

Transit advertising, using taxis and subways is

Guerilla marketing takes place in the top ten DMAs

purchased in high MC Millennial areas.

IN THE 60s, AGENCIES CONTROLLED A BRANDS MESSAGE AND HOW IT WAS BROADCAST TO AN EXTREMELY BROAD TARGET AUDIENCE ON A SMALL NUMBER OF PLATEFORMS. TODAY, CONSUMERS AREIN CONTROL; SCATTERED ACROSS A VARIETY OF SOCIAL OF SOCIAL NETWORKS, NICHE ONLINE COMMUNITIES ARE VERY SLECTIVE ABOUT WHAT THEY WANT TO CONSUME AND THE MEDIUMS THROUGH WHICH THEY WANT TO CONSUME IT. - Author Malt Nelson is the Director of Social Media Strategy for Tribal DDB,

two weeks prior to Nissan promotional events to increase brand awareness. Videos of peoples reactions with Nissan vehicles are posted on YouTube. Cinema ads are placed before the movie Fast and the Furious 6. Billboards support promotional events at the ten concert locations with both traditional and electronic billboards.

P r in t Sports Illustrated ESPN Ebony Essence Latina People en Espaol Entertainment Weekly Game Informer Esquire Rolling Stone Newspapers Total D ig it a l Hulu Google Twitter Yahoo YouTube Pandora Facebook Ebay Amazon ESPN College Humor Mobile Ads O ut door Billboards Guerilla Marketing Transit Cinema Theatre

Total

BUDGET $100,000,000 Total Budget $100,000,000

Total

1,500

75,000 261,000 44,285,251 44,621,251 38,000,000

S p o n s o r s h ip s Fantasy Football Total M e d ia T o t a l s P r o m o t io n s Concert Series Interactive Showroom 38,000,000

48,602

938,056,471
500,000 2,000,000 5,000,000 1,000,000 9,700,000 2,000,000

$63,000,000
$2,835,900 $124,000 $5,157,000 $166,500 $352,200 $1,364,400

"Drive Different"Vehicles

Launch Event NY auto Push to Start Game Nissan Mall Tour P r o m o t io n T o t a l s

30

Contingency 3% Production 14%

Media 63%

Promotions 10% Agency Commision 10%

20,200,000

$10,000,000 $882,000

G r and Tot al s
(A d d e d V a l u e )

48,602 958,256,471 $73,000,000

IMPLEMENTATION

31

POST CAMPAIGN TESTING

QUANTITATIVE MEASURES:
To assess brand perceptions and level of satisfaction,

ACCOUNT EXECUTIVE
QUALITATIVE:
To further test the campaigns effectiveness, focus groups and in-depth interviews are conducted. These qualitative measures enable i5 to determine attitudes and reactions toward our campaigns.
ASSISTANT AE:

Nick Melita

THE TEAM

INTERPRETATION

online surveys are sent to target audiences who have visited a Nissan dealership Tally number of impressions and shares on viral videos Use Facebooks new real-time analytics to measure word-of-mouth behavior Number of visits on website and social media Attendance is tracked at promotional events Track tickets sales for concert events Create micro-site to track confirmed attendees Use Google Trends to track Nissan search hits Track ROI using codes from online promotions and micro-site Focus on search engine optimization (SEO) for the new micro-site: Use analytics to track click-through rates and impressions Add meta tags to the landing page to increase web spider tracking

Brittany Teague

RESEARCH

RECOMMENDATIONS:
friendly and exciting

Redesign Nissans website to make it more user Link online brochures to QR codes of dealership

Alicia Ray -Director Adrian Bennett Tanner Ross Roger Samson Jackson Upcheshaw

vehicles Phase out hard copy catalogs and implement interactive screens at all dealerships

CREATIVE
Kris Garza -Director Carlos Duran -Director Brianna Barnes Brendan Callahan Kailey Shelton Cassandra Gonzales Gawon Kim

PITFALLS:

Not everyone has a smartphone to interact with the

augmented reality Conflicting events with competitors Damage to vehicles, E-Paper, or other vandalism

AES SPONSORS:
Law Office of Francisco J. Rodriguez Rebecca Bennett Roger Samson Drew Brown Fast Cash Check Service Brendan Callahan Catherine McClanahan David Debowsky Alicia Ray Zachary Melita Brianna Barnes Tanner Ross Shelby Dolan Kappa Alpha Order- EI Mallory Rashke Ace Banners + Signs Laura Underhill Kelby Schmidt Kailey Shelton Michelle Solitaire Lidia Tripputi N. Irene Garza

SPECIAL THANKS:
Dr. Denise Trauth, President Dr. Denise Smart, Dean Dr. Timothy Mottet, Dean Dr. Gail Zank Dr. Karen Smith Dr. Ray Fisk Dr. Bruce Smith Professor Kym Fox Trent Garmoe San Antonio Advertising Federation Carolyn Barkley Larry Carlisle Austin Advertising Federation Austin Digital Printing (Gerald Hanrahan) KD Prints (Kay Evans, Doug Hilss) Elizabeth Dahan Chris Zbinden J.R. Clark

PROMOTIONS & PR
Ryan Tyson -Director Jessica Dolan Kelby Schmidt Gabriella Rodriquez

MEDIA
George Torres -Director Katelyn Debowsky Mallory Raschke Shawn Tripputi

GETTY IMAGES:

ADVISORS:

#96210373/courtesy of Getty Images, #136492915/courtesy of Getty Images, #200462766-001/courtesy of Getty Images, #74590946/courtesy of Getty Images, #57421609/courtesy of Getty Images, #136598403/courtesy of Getty Images, #83509096/courtesy of Getty Images, #102766812/courtesy of Getty Images, #200405375-001/courtesy of Getty Images

32

Dr. Mary Ann Stutts, Marketing Dr. Alexander Muk, Advertising

PRODUCTION:
Brianna Barnes -Director

i5 ADVERTISING