NISSAN

ADVERTISING CAMPAIGN

EXECUTIVE SUMMARY
Nissan Motor Company has reached its
maturity stage of its company life cycle
and has established itself as a major
automobile presence in the United States.
Due to the growing market shares of its
competitors, Nissan is looking to further
expand its market to multicultural millenials.
Top competitors Toyota and Honda are
targeting this marketing as well, and the
stakes are high as to which automobile
company will dominate this market. This
year, Toyota and Honda have amped up
their advertising game with social and
digital media advertisements as well as
IMC promotions. Nissan needs to develop a
campaign that will distinguish the company
from its competitors, and become the main
car company multiculturals will associate
with.

After extensive research and
collaboration, Momo has developed an
advertising campaign that will rebrand
Nissan as a unique and distinctive brand
that will resonate with multicultural
millenials and push Nissan ahead of the
competition. Momo has allocated the
$100 million budget across various media
platforms using strategic targeting per
market. Using the theme of The Genesis
of Genius, Momo hopes to push Nissan
to new heights and develop a stronger
presence with the target market.

1.

TABLE OF CONTENT S
Executive Summary...............1
Critical Factors.................... 2

Marketing Problem..........3

Nissan Intro...................... 4-6

Competitors......................7-12

Qualitative Research....... 13-14

Target Audiences..............15

Objective....................... .... 16
Pre-Copy Testing..................17-19
Campaign............................ 20-35

Digital Video......................23
Website............................. 24

Social Media..................... 25
Mobile.................................26
Commercials.................... 27-28
Print.................................... 29
Outdoor.............................. 30

IMC Promotions...............31-32

Media Plan.........................33
Flowchart.......................... 34

Budget .............................. 35
Copy Test & Evaluations........36
Conclusion.......................... 37
References.......................... 38-39

CRITICAL FACTORS

2.

MARKETING PROBLEM
Nissans current position in peoples minds is innovation,
which is common and generic theme amongst car
companies. This innovation theme is a contributing factor
for Nissans is fading voice amongst its competition. For
millennials, innovation is the norm with car companies,
and Nissan needs to find a more distinctive selling feature
to use.

PRODUCT/BRAND ANALYSIS
Nissan is slipping in current market share with its
competitors. Currently, Nissan ranks third with 13 percent
in Total Multicultural Share behind Toyota and Honda.
Nissan ranks fifth with 9.6 percent in Total Market Share
behind Toyota, Ford, Chevy and Honda.

3.

A BOU T NIS SA N

1933 founded in Japan

Nissan Volume

Chinese: 9,254

Hispanic: 62,422

African American: 45,144

Total Multicultural: 116,820

Total Market: 626,169
Nissan Multicultural Market Share

Chinese: 8.39%

Hispanic: 13.66%

African American: 13.74%

1973 1 million Datsuns sold in US

1975 Datsun top US vehicle importer

1983 first Nissan Trick made in USA

Top selling cities (BDI)

Chicago (140)

Los Angeles (101)

New York (117)
Top regions

South (118)

West (121)
Top Selling Cars

Altima, Sentra and Rogue

1989 launched Infitni luxury cars

1990 -New directions...but retained heritage.
-Introduced electric vehicle concept car
-Recieved environmental protection
agency award

2000 A shift [doubled models,

doubled sales] The Begining

2010 Nissan LEAF the worlds first

mass-produced 100% electic, zero
emission automobile
2014 Innovation that excites campaign

4.

NISSAN S WO T
Strengths:
-is a well-known brand
-maintains a partnership with Renault and a sponsorship with NCAA
-sells a diverse car line, including a sports car and an eco-friendly car
-offers more unique and exclusive technology than its competitors (zero-gravity seats
and self-cleaning car)
-Carries the best in class fuel economy compared to its competitors
Weaknesses:
-lacks diesel technology
-has had product recalls as recently as 2014
-is not the number 1 car in multicultural millennials
-is less defined brand compared to competitors
-uses inconsistent advertising across media platforms
-fails to use social media consistent with brand positioning
Opportunities:
-can become number one with millennials
-can cater to the growing global demand for environmentally friendly vehicles
-can appeal to the Asian market, which has a very high potential growth
-able to use unique technology in vehicles to lead to a more distinguished brand
-has had a neutral branding history, which leaves a cleaner slate with which to work
-targeting multicultural millennials can create the ideal environment for Nissan to introduce a new and better brand
-may be able to poach sales from Honda, which is having a soft year in sales
Threats:
-global competition in automotive industry
-rising raw material prices
-natural disasters
-appreciating yen exchange rates
-competitor Honda dominates the digital space
-millennials have student loans, may not be interested in buying cars
-prices of competitors are very similar creating more competition (Accord, Altima, Camry are all priced starting at $22,000)

NISSAN CURRENT BRAND

Yes, Nissan is a car company that is currently in the era
of innovation, but so is the rest of the car industry. People
dont differentiate Nissan from the rest of the competition
just because they say they are innovative. Instead, Nissan
is just another brand amongst the clutter. Nissan is
focused on their models and what they offer, while instead
they should be focused on their consumer and what they
want.

MOMO wants to help Nissan build a true connection
with its consumers. We want to build a brand that allows
consumers to connect on a deeper, more personal level
with Nissan the brand rather than just any other vehicle.

NISSAN CURRENT ADVERTISING

Nissans most recent advertising revolves around
the theme of innovation. Nissans current slogan is
Innovation that Excites. Going off of the excitement
theme, this year they showed their newest version of
the Rogue in a commercial involving a bull chase. This
slogan is
a spin off of their previous slogan which was Innovation
for all. The brand is currently advertising themselves
solely around innovation, and how their cars have new
and innovative technology.

In the past Nissan ran the Shift campaign. At that time
they were focusing more on moving away from old ways
of thinking and shifting into a new era of cars, and a new
era of life. That campaign focused on relating to people
and shifting with them as they change and grow, and
shifting away from stereotypes. It was really focused on
consum- ers.

With the current campaign focusing solely on an
innovative car and its attributes, Nissan can be putting
itself into jeopardy. It is causing a dis- connect from the
company and people. This can lead to loss in market
share, and possibility allow competitors to do better than
us. We want to connect Nissan back to its consumer. We
want to rebrand with our advertising that Nissan can be
relatable to its consumer, and that they care about being
an important part of their life.

6..

PRIMARY COMPETITOR
Toyo t a
Toyota is aiming for a target audience ages 35 and older in addition to multicultural millenials.
Toyota has released a series of commercials including; Camry Thrill Ride, and The Bold
New Camry, to further attract younger audiences to their top selling car. Both commercials
demonstrate a theme of boldness, and showing people making bold decisions. Toyota infuses
this emotional attribute into the many elements of its advertising campaign.
In addition to these younger appealing commercials, Toyota is sponsoring the Monster Energy
Cup, a supercross race held in Las Vegas, and spotlighting the 2015 Camry in promotions
during the 2015 supercross season.
The company is also hoping to attract a youthful market by creating a six-episode YouTube
series related to YouTube influencers, people who have a broad following on the video site.
The influencers will take the Camry on spins and experience it in different settings, videotaping
their trips and posting it to their channels.
Camry also has partnered with Oprah Winfreys The Life You Want Weekend tour, an eightcity arena tour wrapping up this week that includes an onstage segment, Toyota Standing
O-vation, that recognizes people living bold lives.
Toyota, in partnership with Discovery Education, has also launched the 2014-15 TeenDrive365
Video Challenge, inviting youths across the country to create short videos to inspire their
friends to drive safely and avoid distractions. Entries are due by March 16, 2015, and prizes
include a $15,000 scholarship.

7.

TOYO TA
Strengths
-innovative culture
-brand reputation valued at $30 billion
-industry leader in production and sales
-strong brand portfolio -the leader in green cars
development: Prius -number one with millennial
Weaknesses
-large recall
-weak presence in the emerging makets
Opportunities
-positive attitude towards greenvehicles
-increasing fuel prices -changing customer needs
-growth through acquisitions
Threats
-fluctuating fuel prices
-new emission standards
-rising raw material prices
-intense competition
-natural disasters
Market size: $41.03 Billion
Market shares: 16.20%
Market units: 321,756
Top cities (BDI)
Atlanta (124), Los Angeles (160), San Francisco (200),
Washington DC (122))

8.

PRIMARY COMPETITOR

Hon d a
Hondas current slogan is The Power of Dreams. The commercials are focused on being
really creative and innovative. One current commercial is entitled, Hands. It involves a mans
hands and a series of small objects like a simple metal screw, and how he uses his curiosity
and creativity to create a toy car, motorcycle, and even an airplane. Another commercial that
has received a lot of attention and even influenced other commercials is entitled, The Cog. It
involves the Accord car and it shows each function and detail of how the car runs in the series
of one function causing each of the next ones to work in a domino effect. The commercials
overall show that Honda really tries to think out of the box and create innovative, well thought
out cars along with commercials that will make people think.
Honda is also taking a strong presence in the digital space. Starting in October of 2013, Honda
created a viral video campaign entitled, The Other Side featuring a double-sided story of a
family man and an man with a secret life. The video launched is interactive, where viewers can
toggle between each side of the mans life throughout the video.
Honda is also engaging with their audience even further with their recent social media
campaign called Summer of Cheerance. The company sends Twitter users random memes,
gifs, and images to individual followers with #Cheerance. The company had a successful run
connecting with its audience in the digital space.
Overall, Honda seems to be leading the way with new and creative ideas on using the digital
space where their target audience inhabits the most.

9.

HONDA
Strengths:
-diverse product portfolio
-strong brand image
-motorcycle market share in Asia

Weaknesses:
-decreasing sales
-product recalls
-weak position in Europe automotive market

Opportunities:
-growing global demand for environment friendly vehicles
-growth through acquisitions
-increasing fuel prices

Threats:
-intense competition
-decreasing fuel prices
-rising raw material prices
-natural disasters
-strong Yen
Market size: $10.33 Billion
Market shares: 13.30%
Market units: 265, 248
Top cities (BDI)
Atlanta (133), Chicago (128), Los Angeles (122),

10.

SECONDARY COMPETITOR
FORD
Strengths:
-stable and predictable due to the 111 year
history of producing cars
-people recognize the Ford brand, and trust it
because of its track record.
-has a good reputation and is the second
largest vehicle maker in the United States and
the world
-produces vehicles in 180 countries
Weaknesses:
- has not kept up with increasing demand
for environmental friendliness, both in their
individual cars and manufacturing plants
-has a high cost structure due to generous
employee compensation plans
-lost $1.75 billion in Europe in 2012, and
expects to struggle in the European market in
the upcoming years
Opportunities:
-can use Fords poor environmental track
record to its advantage, by increasing
awareness and sales of its Eco-boost series,
electric, and hybrid cars
-uses partnerships with GM, Mazda, and
Toyota to develop new technology for future
models
Threats:
-the automobile industry is highly competitive,
and German brands are encroaching upon
Fords market share by introducing new
technology
-the company has $13.1 billion in debt looming
over it from the recession in 2008

11.

SECONDARY COMPETITOR
CHEVY
Strengths:
-has an increasingly global presence, with
60% of its sales coming from outside of the
United States
-introduced a new vision and strategy which
led to the release of more new products
-has a strong brand portfolio
Weaknesses:
-company has a high cost structure
-has suffered from brand dilution when GM
has put other brands first
-bureaucratic culture of GM has contributed
to a negative image, especially from the slow
response to a report of malfunctioning ignition
switches
Opportunities:
-consumers appreciate the growing positive
attitude towards green vehicles
-can use increasing fuel prices to push hybrid
and electric cars
-can utilize changing customer needs to create
new technology and more desirable cars
Threats:
-new emission standards may make it difficult
to manufacture consistently environmentally
friendly vehicles
-rising raw material prices around the globe
-there has been and will be intense competition
from the industry

12.

QUALITATIVE RESEARCH
Focus Group
Momo held a focus group to analyze
consumers feelings and attitudes toward
the Nissan brand. There were eight total
respondents. Five were African-American,
two were Hispanic, and one was Asian. They
ranged in age from 18 years old to 23 years
old. The participants were seated in a semicircle, and were provided with pizza and drinks
as compensation. The focus group began at
5:00pm on Tuesday, November 4, 2014 and
lasted until 6:20pm.
To begin, we showed the respondents two
TV spots for Nissan cars and two spots for
Honda. We asked them to write down their
initial feelings about the commercials what
elements they did and did not like. Participants
said the first Nissan commercial seemed
unrealistic but I liked watching, and for the
second commercial, this could be for any car.
Im not trying to be a racecar driver, so driving
fast doesnt make me want the car.
We then used an activity called best and
worst, which was a form of a completion.
We began by saying If Nissan wanted to
sell me a car, the worst idea would be and
the participants finished the sentence. We
repeated this technique, but changed the
wording each time, like so:
If Nissan wanted to sell me a car, the worst
idea would be:
If Nissan wanted to sell my parents a car,
the worst idea would be:
The worst place to advertise to me:
The best thing a car company could do
to sell me a car:
Best way for Nissan to sell my parents
a car:
If I already had a car, and Nissan wanted
to sell me a new one, the worst idea would be:
Although individual responses were different,
we began noticing a trend. Our multicultural
millennials want a car they can trust (the
worst thing Nissan could do to try to sell me
a car is have recalls or lie about the cars
features).

They also valued the practical features (the

best way to sell me a car would be good gas
mileage, and good blue book value in the
future).
Our next activity, a completion projective
technique, also provided us with more insight
into our consumers minds. We asked the
respondents to tell us who and what Nissan
would be if it were a family member, song,
celebrity, shoe, etc. A common theme among
most of the answers was that Nissan was
almost cool. One participant said the family
member Nissan would be was his moms
boyfriend, because he tries to be cool, and
several participants said they agreed. The
participants also told us about their positive
attitudes about the brand, saying that the
Nissan version of a shoe would be a Nike Free
Run, because theyre small and light weight,
super comfy, and last a while.
We then asked the participants about their
media preferences. Many of them agreed
that they trust ads on TV, but not as much ads
on social media, saying they are invasive and
could sell personal information. One said I
dont mind ads on Facebook or Twitter if Im
not following them.
For our final activity, we chose
something that would allow the participants to
move around and discuss. We gave them slips
of paper with a variety of adjectives, and wrote
Nissan and Honda on opposite ends of a white
board. They taped the adjectives around the
different brands based on their assumptions
and opinions. When asked why they chose
the word careful for Honda, participants said
that they considered Honda more careful and
safer than Nissan. They also said Honda was
hardworking and classic, whereas Nissan was
seen as feminine and for families. During the
word cluster activity, one participant summed
up the relationship between Nissan and
Honda, by saying Nissan is more come play
with us; Honda is weve got your back.

13.

QUALITATIVE RESEARCH
Online Survey
To supplement the research from the focus
group and parking lot observations, Momo Ads
also conducted a survey using Qualtrics. The
survey was open for ten days, and received 39
responses.
The survey revealed several commonalities
among our targets preferences. The most
sought after characteristic in a car was
quality, and the activity our respondents most
used their cars for was errands. They had
similar wants and needs as our focus group
participants; the features they wished for the
most in their cars were better audio systems
and fuel efficiency.
To get an opinion about the brand overall, we
also asked which type of house respondents
equated with Nissan. By far, the most picked
choice was an average house in the suburbs.
They also chose words such as conventional,
young, and family-oriented to describe Nissan
when the survey presented a word bank of
adjectives.
In addition to opinions about Nissa, we also
asked about media preferences. People said
they watch TV, Netflix, and Hulu most out of
all traditional media, and use Facebook and
Instagram the most of any social media.

Observational Study
Observational study conducted on LSUs
campus parking lots. The study included
observing parked Nissans located near and
around LSUs campus. The purpose of this
study was to get some sort of idea of how
millenials lived their lives, what they used their
car for, and how they took care of it. By viewing
the cars, the study revealed a few interesting
characteristics that should be considered for
the campaign.
Nissan-Surveyed 21 cars total
Major Findings: Many of the cars surveyed
were particular clean. There were very few
cars with trash, dirty exteriors or interiors.
Another interesting finding is that a majority
of the Nissan cars surveyed had a dangling
ornament of various kinds hanging from the
car mirror.
Honda: Surveyed 20 cars
Major Findings: Honda cars were all particularly
dirty. The exteriors of the cars were dusted
with a coat of grime and the inside consisted
of thrown clothes, textbooks/papers, and
snack wrappers.
Toyota: Surveyed 20 cars
Major Findings: Toyotas results were similar
to Hondas. Most cars were consistently dirty
on the exterior and interior.
Both Toyota and Honda did not have any
dangling ornaments hanging from the mirrors
like Nissan was.

14.

TARGET AUDIENCES

African American

Chinese

Hispanic

Demographics
Ages: 24-45
HHI: $66,000
Single
College-educated mothers
Relocating to Southern states

Demographics
Ages: 24-36
HHI: $78,000
Extremely educated males with
fewer children
Highest population in CA,
followed by NJ, then NY
Greatest
potential
market
based on audience size and its
inclination for buying Nissans

Demographics
Ages 24-39
HH: $68,000
College-educated
Parents with multiple children
Highest population in CA and TX

Pyschographics
High media quintiles: radio, tv,
and outdoor.
Consume
more
traditional
media
More likely to trust Black media
than mainstream
More receptive to ads targeted
specifically to their race

Pyschographics
High media quntiles: TV, Internet
at home and at work
Asians feel more connected
to their roots with emotional
appealing advertising
Like staying connected to roots
Chinese media consumed inlanguage and in-culture (mostly
print)

Psychographics
High Media Quntiles for yellow
pages, internet activity at work,
and radio.
Consume
both
Spanish
language and English media
Mostly watch network TV

15.

MARKETING OBJECTIVE
Nissans marketing objective is to increase
Total Multicultural Share by 2 percent.
Specifically, Nissan aims to increase the
market share of its Chinese segment by 3
percent, the Hispanic segment by 1.4 percent
and the African American segment by 1.5
percent. The market shares of these segments
will increase within the campaign period of
April 2015 to March 2016. Nissan will also
increase the conversion rate of Multicultural
Millenials.

ADVERTISING OBJECTIVE
Nissan aims to increase awareness,
likeability, brand loyalty and favorability
among Multicultural Millenials. Nissan will be
distinguished among its competitors to give it
a clear position within its market.

16.

PRE-COPY TES TING

17.

OVERVIEW
To evaluate which creative ideas our target market most responded
to, we conducted an online survey with our top five creative themes for
Nissan ads. Respondents evaluated the ideas based on both verbal
descriptions and image collages. For each theme, they were asked if
they enjoyed the concept or not, and then were asked to choose their
favorite theme. The survey results showed us the top three choices
were the adventure, stages of life, and genesis of genius themes.

CONCEPT S TES TED

1. Stages of Life: You are always changing. Maybe you are graduating
college, starting a family, or moving out. Your life is never at a
standstill. Nissan is there for you for every new step. Whether you
need a small sedan for your new life in the big city, or an SUV for your
growing family, we have a car for you.
2. Genesis of Genius: This car is isnt flashy. This car isnt playful. This
Nissan brings out the best in you: you feel smarter, cooler, better. It
has everything you need, and nothing you dont. Think sophistication,
without being stuffy.
3. Science and Facts: Science doesnt play around. Neither does
Nissan. With features like zero gravity seats and self-cleaning
exteriors, these cars are literally the smartest on the block. Hey, you
cant argue with the facts.
4. Road to Home: No one likes feeling out of place. You can be driving
to grandmas house or on a road trip across the United States; when
youre in a Nissan, you know youre home.
5. Adventure: Every day brings something new. Whether its skydiving,
or just working up the courage to talk to that special someone, we
know life is full of adventures of every size. With Nissan, youll be
ready for anything.

18.

THE TOP THREE

1. Stages Life
2. Genesis of Genius
3. Adventure

THE DECISION
From these, Momo Ads decided to pick the
genesis of genius theme, because it would
allow us to show off the features that were so
important to the focus group respondents, in
a way that our survey proved was appealing to
millennials.

19.

CAMPAIGN

20.

THE GENESIS OF GENIUS

21.

THE GENESIS OF GENIUS

Mature and cool are the main descriptive
words this campaign will embody.
Results from Momos qualitative and
quantitative research reveals people do
not have a distinctive brand associated
with Nissan. They also associate
unreliability and no dependable with
the car company.
To change this perception, Momo has
created a campaign that emphasizes
knowledge, facts, and quality with a
tone of maturity and coolness that will
better attract the target audience.
Each creative piece will utilize these
factors and develop a strong brand
presence with each media platform.
Dark tones with a pop of red is a theme
that will be carried throughout each
piece. There will also be a consistent
tone of maturity with knowledge to
convey trustworthiness and reliability.

22.

DIGITAL: VIRAL VIDEO

Momo would like to revamp Nissans presence in the digital world with a few additional social media
projects that will not only boost buzz, but will also create more engagement with the company and
consumers. The digital campaign will start with a series of :15-:30 second videos of a Nissan car
from the sketch book to the actual ready-to-drive car. These videos will be shared throughout the
companys Youtube, Facebook, Twitter, and Instagram sites to generate buzz and engagement
with consumers. Showcasing the process work behind Nissan cars will associate Nissan as a
knowledgeable and trustworthy brand.

23.

DIGITAL: WEBSITE FEATURE

VEHICLES

SHOPPING TOOLS

EXPERIENCE NISSAN

OWNERS

DEALERS

NISSAN

SEE YOUR CAR NOW

Featured on Nissans website is a live video streaming of the Nissan manufacturing plant in many of
their globel manufacturing plants. Nissan followers of Facebook and Twitter can #nissanlive and see
their actual ordered car being made. Nissan will answer back with a small clip video of the car being
made and a linke to Nissans website for a live view. Not only will this drive traffic to Nissans website,
and social media platforms, it will increase engagement with customers. Openly showing the factory
and the true craft behind each car will also assiociate Nissan as a trustworthy and open company that
is knowledgeable and reliable.

24.

DIGITAL: SOCIAL MEDIA

nissan_usa

Nissan @Nissan
Hey @kim_long, Check out
your car at our factory live!

Nissan
The new car smell consists
of over 50 volatile organic
compounds.
nissan_usa Live from Nissans factory
Check out your car live @kim_long

Momo plans to post daily facts and bits of knowledge to Facebook, Twitter, and Instagram for
consumers. Posting these bits of facts will show that Nissan is more trustworthy, knowledge, and
reliable when it comes to their cars. Consumers will also associate Nissan as more mature and
sophisticated as projected in the the creative messaging.

25.

DIGITAL: MOBILE

CUSTOMER SERVICE
VEHICLES
EXPERIENCE NISSAN
OWNERS
DEALERSHIPS

A new feauture Momo would like to ad to the

Nissan app is a live customer service line that
creates a live chat for people. Customers can
chat with Nissan representatives in real time
to help fix their problems and concerns. These
chats will then be recorded live and posted on
social media as weekly success stories to
demonstrate Nissan as a reliable company
consumers can depend on.

26.

:60 COMMERCIAL

To showcase The Genisis of Genius campaigns new tone and style, Momo has concepted two
commercials that embodies this theme. Using dark lighting and tones, each commercial with
carry a level of sophistication with maturity and coolness. The commercials are meant to feel like
part of a movie. Each commercial with center around a spy or secret agent, using a Nissan Altima
to complete his mission. This spy will use the many features included in a Nissan ultima, from the
smooth driving to the automated dashboard. The commercial will end with the spy driving off, and
repeating the new Nissan tagline, The Genisis of Genius. The first commercial will star Chinese
A-list actor Wen Zhang, and will be directed towards the Chinese market. The commercial will be

27.

:60 COMMERCIAL

Carrying on the same theme and plot line as the first commercial, the second commercial will
feature African American actress Kerry Washington. Again, Washington will play a spy/secret
agent who is on some sort of mission while driving a Nissan Altima. She will use a specific feature
in the car, and repeat the tagline Nissan: The Genesis of Genius at the end.

28.

PRINT

PLACE YOUR PHONE HERE AND SEE OUR SKETCH COME TO LIFE

NISSAN

The genesis of genius

29.

OUTDOOR

NISSAN

Wow, Nissan just made my day!

-@lisa_klepper

The genesis of genius

Digital billboards will be placed in major cities of Houston, Atlanta, Los Angeles, and NYC
featuring new Momos new Nissan ads with live twitter feeds of customer service success
stories. Again, this billboard will showcase Nissans mature and cool theme with the new
tagline.

30.

PROMO TION
Kingsmen:
Placement

Movie

Product

Momo would like to feature

Nissan in the 2015 movie
Kingsman as a main vehicle
used with the spies. The
movie carries a similar mature
and coolness tone that
compliments the Genesis of
Genius campaign. Nissan will
promote the movie and will the
logo will be featured on in the
movies trailers.
Spy For A Day Sweepstakes
In
addition
to
product
placement in the movie, Nissan
will also hold a sweepstakes to
further engage audiences. In
order to win the sweepstakes,
contestants must do a test
drive with a Nissan, hashtag
Nissan with a picture of them
in the Nissan, and the winner
will be randomly selected
from Twitter feeds. The winner
will be placed on set for The
Kingsmen. On set, they will
meet the main actors, and
get to drive the getaway car
in the movie. A feature video
will be made to document
this experience, and will be
broadcast on all of Nissans
digital platforms.

31.

PARTNERSHIPS
NASA
To emphasize knowledgeability
and also to gain widespread
publicity, Nissan will partner with
NASA. In April, NASA is planning
to launch Dawn Spacecraft
to the planet Ceres. In July,
NASA will be launching LISA
Pathfinder. Live broadcasting
will be held for each event
and Nissan will sponsor these
events. The Nissan logol will
also be placed on both space
crafts. A mini short series of film
will be created to document the
experience. This association
with NASA will put more
emphasis on technology and
consumers will be more likely
to trust Nissan and its vehicles.
CONCACAF Gold Cup 2015
Nissan will sponsor the Gold
Cup games that will be taking
place in the United States.
The games will run from July
7th-July 26th, which is when
Nissans pulsing period will
be concentrated in heavily.
Comercial spots will be placed
during the games, and Nissan
logos will appear on the game
areanas and visable areas.
The goal of this partnership
is to touchbase with Nissans
hispanic
target
audience.
Participating countries relevant
to this target audience include
Mexico, Costa Rica, El Salvador
and Panama. This is Nissans
opportunity to gain more reach
to this target audience.

32.

MEDIA PLAN
Media Objective
Nissans new media plan will target each multi cultural
demographic separately. Overall, each media plan will
use a pulsing schedule, focusing heavily in the Summer
months and Autumn months (September, October,
November) and heavily focus on frequency. We will target
cities with a high BDI and CDI of Chicago, Atlanta, Los
Angeles, New York City, Cleveland, Detroit, Houston, with
regions of Southern and West. Peak levels of Reach will be
80%, Frequency 5 times.
Media Vechicles
Digital
Facebook
Twitter
Instagram
Snapchat

Viral video
Television
Hispanic
(Primtime):Telemundo,
Univision,
Telefutura, Cable & Network: Cinemax, CNBS, CNN,
Comedy Central, E!, FUSE, FX, G4, Golf Channel, HBO,
Logo, MLB, MTV, NFL Net, Oxygen, Soapnet, STARZ,
Sundance, VAL.
African American (Early & Late Night Fringe, All Day
times): TV: AE, ABC, Adult Swim, BET,
BRAVO,
Cinemax, CNBC, CNN, Comedy Central, Cooking, E!,
Fuse, FX, G4, HBO, Logo, MLB, MTV, NFL, Oxygen,
Soapnet, STARZ, Sundance, VAL,
Asian: (Late night & Early Fringe) TV: Cable and
Network: Bravo, Cinemax, CNBC, CNN, Comedy
Central, E!, FUSE, FX, G4, Golf Channel, HBO, Logo,
MLB, MTV, NFL, Oxygen Soapnet, Starz, Sundance,
Print Val,
Bloomberg Business Week (index 451), The
Economist (329), Elle (294), Forbes (304), Game
Pro (211), GQ (332), Mac World (288), and Nintendo
Power (283)
Outdoor
Radio (Drive Time)
Hispanic: Los Angeles-Mega 96.3, Atlanta-La Raza
102.3 and 105.3 El Patron, Cleveland- La Mega 87.7,
Chicago- Chicago 93.5 and 103.1, NY- La Mega 97.9,
Detroit- La Mejor 88.1, and Houston- KLOL 101.1 and
KQBU 93.3
Promotion

33.

FL OW CHART

Regionality:
The top selling cities for all three target audiences are Chicago, Atlanta, Los Angeles, New York City, Cleveland,
Detroit, Houston, with regions of Southern and West. Peak levels of Reach will be 80%, Frequency 5 times.
Momo plans to concentrate mainly in the South and West regions of the US with the top cities. The campaign
will place ads out of the regions to New Jersey and New York due to the high concentrations of asians living
in those states.
Seasonality
The media plan will consist of pulsing throughout the summer and autumn months. Summer months will
consist of high frequencies of 5 and 85% reach in July, August, and September. Autumn months will have a
high frequency of 5 with a reach of 85% in November and December.

34.

BUDGET
$40 million to Asian

$10 mil for Network TV

$10 mil for Cable TV

$8 mil for Internet/digital

$11.922 mil for print
$30 million to Hispanic

$5 mil for radio

$5 mil for online radio

$4 mil for Yellow Pages

$6 mil for Internet/digital

$10 mil for TV
$30 million to African American

$8 mil for radio

$13 mil for TV

$9 mil for Outdoor
Copy test and evaluation: $28,000

Test Market: $5,000

Ad Tracking Research: $2,000

Attitude Tests: $21,000
Miscellaneous Expenses: $50,000
A majority of the budget is weighted towards Asians
because this is the target audience Nissan needs to see
the most growth in.

35.

COPY TES TING & EVALUATIONS

Test Market
A test market will be set up in the city of Los
Angeles, a city representing all three target
audiences, to test the effectiveness of each
element of the campaign. The test market will
take place in March 2015, a month before the
official campaign will start. Momo will hold five
focus groups consisting of ten respondents each,
who will each be compensated $100. Any major
objections or criticisms to the campaign will be
applied before the campaign is released.
Advertising Tracking Research
After the peak times of the campaign during June,
July, and August, Momo will conduct Advertising
Tracking Research to check in on the progress of
the campaign. Tracking includes measures for
memorability, likability, and purchase intention.
Momo will look specifically for the brands overall
performance in the digital space, the impressions
made so far, and an estimate of the percentage
of each target markets reach. Momo will also
compare how Nissan is doing against Toyota and
Honda during that time as well, and will determine
if any major adjustments need to be made. After
the final month of the campaign, Momo will
report on the total amount of impressions made
throughout the campaign, amount of target
audience reached, and additional digital media
statistics for further comparison.
Attitude Tests
In addition to the advertising tracking research,
Momo will conduct a series of attitude tests
placed in the main cities of Nissan. These attitude
tests will pull from ten people each from each city
(Chicago, NYC, Los Angeles, Atlanta, Cleveland,
Detroit, and Houston) to test their overall attitude
changes towards Nissan. Momo will test to see
increases in awareness, likeability, brand loyalty,
and favorability amongst multicultural millenials.

36.

CONCLUSION
Based on different sources of
both primary and secondary
research, Momo Ads has come
to the conclusion to use the new
campaign, Genesis of Genius. This
campaign appeals to multicultural
millennials need for useful
features in their cars, and makes
them see themselves in cool,
sleek Nissans. The media plan
Momo Ads has constructed uses a
variety of media and promotions to
create a fully integrated marketing
campaign
that
multicultural
millennials wont be able to ignore.
Overall, the Genesis of Genius
blends an exciting and desirable
message with carefully targeted
ways of reaching the audience so
that Nissans multicultural market
share will most definitely increase.

37.

REFERENCES
In New Altima Campaign, Nissan Bets Performance
Still Matters. Forbes. Forbes Magazine, n.d. Web. 18
Nov. 2014.
Nissan Splashes New Rogue Campaign On New
Years Eve. Forbes. Forbes Magazine, n.d. Web. 18
Nov. 2014.
Johnny Manziel, Bret Michaels Star in New Nissan
Ad Campaigns. MLive.com. N.p., n.d. Web. 18 Nov.
2014.
Its OK to Stand Out. Nissans New Stormtrooper
Ad Campaign Is Awesome. RocketNews24 RSS. N.p.,
n.d. Web. 18 Nov. 2014.
Nissans CMO Explains How Digital Is Changing the
Future of Car Advertising. AdWeek. N.p., n.d. Web. 18
Nov. 2014.
Portrait of the Millennials. Pew Research Center
RSS. N.p., n.d. Web. 18 Nov. 2014.
The Youth Generation Isnt As Mainstream As It
AppearsTags: Black Boomers, Diversity, Generations,
GenX, Millenials. Reaching Black Consumers. N.p.,
n.d. Web. 18 Nov. 2014.
Dinh, Krystine. Forget The Stereotypes, Know The
Data -- Marketing To Millennials. The Huffington
Post. TheHuffingtonPost.com, 25 Sept. 2013. Web.
18 Nov. 2014.
Toyota Newest Campaign to Debut on Sunday Night
Football | CMO Strategy - Advertising Age. Advertising
Age CMO Strategy RSS. N.p., n.d. Web. 18 Nov. 2014.
Conference Notebook: Toyota Motors Turns
to Location Targeting on Mobile | Street Fight.
Conference Notebook: Toyota Motors Turns to
Location Targeting on Mobile | Street Fight. N.p., n.d.
Web. 18 Nov. 2014.
With Sales Sputtering, Toyota Seeks Broader Appeal
For Prius Line. Forbes. Forbes Magazine, n.d. Web.
18 Nov. 2014.
No, Toyota, Even BB King Cannot Make The Camry
Cool. Car Buying. N.p., n.d. Web. 18 Nov. 2014.
Toyota Leverages IAds for 360-degree Interior View.
- Mobile Marketer. N.p., n.d. Web. 18 Nov. 2014.
Toyota Exec: No Magic Formula to Engage Millennial
Car Buyers. - Mobile Marketer. N.p., n.d. Web. 18 Nov.
2014.

38.

REFERENCES
Toyota Sees 45% Boost in Traffic Through Targeted
Mobile Ads. AdWeek. N.p., n.d. Web. 18 Nov. 2014.
Toyotas New Camry Ad Campaign Raises Questions.
Foster Disbelief. N.p., n.d. Web. 18 Nov. 2014.
Time to Celebrate | 2015 Camry | Toyota. YouTube.
YouTube, n.d. Web. 18 Nov. 2014.
Bride Breakout | 2015 Camry | Toyota. YouTube.
YouTube, n.d. Web. 18 Nov. 2014.
Honda Motor Co. - LookBook: Advertising Agency
Directory - Advertising Age - LookBook. Honda
Motor Co. - LookBook: Advertising Agency Directory
- Advertising Age - LookBook. N.p., n.d. Web. 18 Nov.
2014.
Peter Mayer Advertising :: New Orleans, Baton Rouge
& Monroe Louisiana. Peter Mayer Advertising. N.p.,
n.d. Web. 18 Nov. 2014.
Half Of Automotive Advertising To Shift To Digital.
11/12/2014. N.p., n.d. Web. 18 Nov. 2014.

39.