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Exe cu ti ve Su m m a ry
Innovation is more than technology. It’s about relationships and personal connections.
We redefine innovation on a personal level.
Your target audience has shared personal experiences from their youth that cross
cultures; in some ways, they are more alike than they are different.
Nostalgia connects them to their past experiences, to each other, and to your brand.
With lasting personal connections you gain brand awareness and favorability.
The result: increase in market share.
Table of Contents
Campaign Strategy
Creative Strategy
Media Strategy
Our campaign builds on your Innovation for All core brand position
2
11
18
1
Combine [technology] with the
excitement we bring through our
products and the breadth of our product
range… Nissan stands for innovation
and excitement for our customers.2
I n n o va ti o n For Al l , M o vi n g B e y o n d Va l u e
2010 marked a shift in Nissan’s messaging from value
to innovation. Your extensive lineup with “... five all-new
models [coming out] over the next 15 months,”1 boasts
the best in technology, safety and design.
N i ss a n Ex e c u t i v e V i c e P r e s i d e n t A n d y Pa l m e r
“ “
2
I n n o va ti o n: It’s A n I d ea To oOur research found that technology is only a small part
of what Multicultural Millennials consider innovative.3
You are more than an automobile manufacturer, so
we’re repositioning you as a brand that connects with
consumers through culture, community, family and friends
for a simplified customer experience.
That’s innovation.
92% of our focus group considers “a new idea”
innovative. Interestingly enough, they mention brands,
not specific products. They name brands like Apple and
Facebook as leaders in innovative ideas.4
3
I n n o va ti o n: A n O ve ru se d Te rm?
For years, the automotive industry has used the term “innovation” to describe
technical advances. How can Nissan retain its “Innovation for All” position and
distinguish itself from its competitors?
Under the “Innovation” tab on the Ford
website: “Ford shows its commitment to
innovation throughout our vehicle lineup
– in outstanding fuel economy, and
head-turning style...”7
Honda’s “innovative” mission is to
“develop forward-thinking technologies
that anticipate and satisfy the needs of
people in the future.”6
Toyota promotes technical innovation,
such as an Advanced Guidance
Parking System and steering wheel
touch controls.5
4
24% of Multicultural Gen-C says “technology use”
makes their generation unique.9
Three out of four have a profile on social networking sites.10
However, it’s about more than technology for
technology’s sake; it keeps them connected in ways they
were never connected before.
I n n o va ti o n R e d e fi n e d
We propose you redefine “innovation” by connecting with
MC Millennials.
Make every interaction and touch point personal.
Make MC Millennials’ customer experience simplified
to create a lifetime relationship beyond the initial sale.
Build on the Nissan customer promise to make
your brand an extension of their individual cultures,
communities, families and friendships.
Equating “innovation” with technology doesn’t
capture its potential. It’s time to redefine
“innovation,” and create a unique position for you.
Nielsen recently dubbed millennials
“Generation Connected,” or Gen-C.8 For them,
technology is their second language; it comes
intuitively. Their universe is digital and they’re
governed by connectivity. Our research shows:
Nielsen recently dubbed millennials
“Generation Connected,” or Gen-C.
5
70% of MC Gen-C feels that once they find the company
or product they like they keep coming back. The more the
brand fits their lifestyle the more inclined they are to build
personal identification with it.11
The winners in building sustainable brand loyalty with MC
Gen-C will be those who break through the information
overload to deliver value at the individual consumer’s level.12
For example, Zappo’s believes, “You must do
something that’s above and beyond what’s
expected. And whatever you do must have an
emotional impact on the receiver.”13
The case study points out the general attitude of
MC Gen-C as self-assured, confident, secure and
adventurous. This target enjoys keeping in touch with
family and friends.
In a culture inundated with technological
innovation, the MC Gen-C consumer longs for
experiences that are straightforward, effortless
and simple. They value relationships above
commodities and memorable experiences above
momentary novelty.
This campaign is an opportunity for you to redefine
innovation. Give the MC Gen-C exactly what they are
looking for: relationships that extend from their culture to their
communities, families and friends.
6
How do you appeal to the most ethnically and racially diverse group in the nation’s
history? Our focus groups believe: “Family comes before everything else.”14
Yes, the MC Gen-C’s cultural identity gives them purpose. They respond
to messages that are a direct reflection of them. According to PolkView
research, MC Gen-C is more connected to their culture, community, family and
friends than any generation before.15 Technology helps them sustain these
connections. Your appeal to the MC Gen-C connects you with a distinctive
passionate culture.
77.1% define the car buying experience as complex.16
53.4% gravitate to brands and companies that make them feel valued.17
MC Gen-C members are impatient multitaskers with little time to
waste. This is reflected in their purchasing habits. They want an
experience that is thorough and uncomplicated. Simplified – not
simplistic. Our survey says:
I n n o va ti o n: Co n n e cti n g wi th a Co n n e cte d Gen e ra ti o n
7
91% of MC Gen-C feels it’s important for car companies to offer websites that
give a full view of purchase options. Just as important, 91% of MC Gen-C relies
on meeting with the dealer in person.18
Family and friends are most influential in decision making for this
demographic. While 65% of MC Gen-C seeks advice from third-party consumer
sites, family and friends affect 87% of the MC Gen-C purchases.19
AS CONSUMERS
8
Al i g n e d wi th N i ssa n ’ s Po we r 8 8
PILLAR ONE: STRENGTHENING BRAND POWER
“Nissan will raise the level of interaction with its customers to
create a world-class standard of service that will help build lasting
relationships with every Nissan and Infiniti car owner.”
N i ss a n A n n u a l R e p o r t 2 0 1 1 , P o w e r 8 8
9
B u i l d a La sti n g Co n n e cti o n
Redefine the concept of innovation to make it a true point of difference for Nissan
Create a truly innovative Nissan customer/brand experience as a powerful
extension of your Nissan customer promise
Connect Nissan with MC Gen-C through culture, community, family and friends
Establish lasting favorability of the brand with MC Gen-C over the next fiscal year
CAMPAIGN OBJECTIVES
10
M o vi n g N i ssa n Ah ea d
Our campaign moves Nissan along a continuum in multicultural
marketing, reaching the highest level: respect.
RESPECT
Mutual understanding and genuine appreciation for similarities
and differences; meeting on common ground.
Interacting.
ACCEPT
Reaching out; building relationships.
Communicating with them.
INCLUDE
Acknowledging others.
Communicating to them.
TOLERATE
Indifference to others; condescending.
Little to no communication.
Respect
Accept
Include
Tolerate
11
INNOVATIVE CREATIVE: CONNECTING WITH MC GEN-C
We connect you with MC Gen-C – who they are and where they’ve been. While
they may have individual cultural and family experiences, most 18-29 year-olds
look back at their childhood through their community and friends. Today may
be the first time they’re old enough to look back with a sense of nostalgia.
The decade of their growing-up years – the 1990s – are shared by all MC
Gen-C members across ethnicity and culture. Our focus group research20
found that target MC Gen-C groups – African Americans, Hispanics and Asians
– share common memories from their childhood. Those common memories
revolve around music, TV and activities, and forge a strong bond among
individuals in this group.21 Mention Rug Rats, Beanie Babies or ‘N Sync to MC
Gen-C and there’s an instant connection. They hold on to these memories as a
momentary escape from their busy lives, as a reminder of simpler times, and
as a way to feel connected.
Our creative incorporates themes shared by MC Gen-C. Universal milestones
that build upon common bonds, intimacy and a strong emotional pull.
Connecting with MC Gen-C on this level is truly “Innovation for All.”
Crea ti ve St ra te gy
12
CONCEPT
TONE
Sh o wi n g th e Co n n e cti o n
MESSAGE
Our message to MC Gen-C is that Nissan defines
innovation as a customer experience that makes their lives
simpler; Nissan connects with them on a personal level.
MC Gen-C has fond memories of this feeling from their
youth; Nissan is rekindling it for them now through their
campaign and customer experience.
COPY
The headline, “Stay Connected with What Matters”
plays on MC Gen-C’s connectedness. It supports the
link between a consumer’s emotional connection to
what he or she recalls fondly from childhood and the
Nissan brand.
The color shared between the images and the subhead
“Innovation for You” makes a direct connection
between the MC Gen-C consumer and Nissan brand.
TAGLINE
The tagline retains Nissan’s brand equity in
“Innovation for All.”
A windowpane layout supports a simple story:
We arrange photos in a grid and use filters and
other overlays to create a nostalgic feel similar to a
scrapbook or Instagram.
The primary image focuses on an MC Gen-C consumer.
Images in the secondary panes link the consumer to his
or her youth: happy, simple, carefree. It’s an emotional
tie that connects MC Gen-C to the innovative Nissan car
buying experience.
A single pane in the grid makes the connection to one
of the Nissan Core Models.
MC Gen-C members have an emotional connection
with their past, specifically with the 1990s.
Memories of childhood provide them a sense of
happiness, comfort and simplicity.
We play on this by using a nostalgic tone that
connects MC Gen-C members with each other and
with the creative executions.
14
Tel e vi si o n S p o t
VO: “Angie always knew what she
wanted ... Food ...”
Visual: Angie is holding her mom’s hand
as she picks a red lollipop.
VO: “Fashion.”
Visual: Angie is modeling a red
dress in front of the mirror while her
friends look on.
VO: “Angie” (said dealer)
Visual: Dealer is seen talking to Angie
to snap her out of her memories.
STORYBOARD
15
VO: “The red one is for me.”
Visual: Shows Angie smiling then
saying her line.
VO: “We kicked dealer games to the
curb. Just pick a color. That’s how
Nissan defines innovation.”
Visual: Dealer holds out the keys and
Angie grabs them on her way to her
new red car, happy with the experience.
VO: “Stay connected with what matters.
Innovation for you. Innovation for all.”
Visual: Tagline and Logo
16
Crea ti n g a n I n n o va ti ve Cu sto m e r Ex p e ri en ceWe asked MC Gen-C what can be done to create a more favorable car
buying experience. They want a different relationship with the dealership; an
experience that’s uncomplicated, enjoyable and welcoming.
Specifically, our survey results show they are looking for. 22
We recommend you implement these major operational
changes throughout the brand:
No haggle pricing.
A simple straightforward loan structure.
Streamlined buying process.
Comfortable customer environment.
A sales team that listens to and understands customers.
While these recommendations represent sweeping
changes and a major brand-wide commitment, they set you
apart as a true innovator. Introduce operational changes
through your existing training programs and employee
communications.
54%
42%
44%
47%
33%
35%Easy-to-understand/No haggle pricing
Simple loan structure
Supreme customer service
A streamlined process that doesn’t keep you waiting all day
A comfortable environment catered to you
A sales team that listens and understands you
17
DEALER MERCHANDISING AND
PUBLIC RELATIONS CO-OP PROGRAM
We recommend a dealer co-op program to support your
community partnership initiatives. We put co-op tools in
dealers’ hands to help them conduct public relations and
merchandising programs at the local level. Your local
Nissan Community Connection Coordinator provides
direction on implementing the tools.
Your dealers as community partners create a truly
personal and innovative Nissan customer/brand
experience. This leads to improved favorability, lasting
relationships and increased MC Gen-C market share.
Nissan will renew its focus on
the overall customer experience
through actions that elevate its
brands’ power and sales power.
N i ss a n A n n u a l R e p o r t 2 0 1 1 , P o w e r 8 8
“ “
18
INNOVATIVE MEDIA PLAN BUILDS RELATIONSHIPS
Multicultural Gen-C is a community. They transcend tolerance and acceptance;
they welcome everyone. MC Gen-C values what family and friends say.
Feedback becomes shared consciousness. It influences everything MC Gen-C
does, thinks and feels. Nissan joins this community with our integrated campaign.
We understand that MC Gen-C lives on the move.23 Mobile technology is a
given; it’s how they connect. MC Gen-C deals 24/7 in news, community and
especially relationships. They use Facebook and Twitter to discuss what
they see on TV or on the street. Mobile devices replace DJs, TV anchors and
librarians. MC Gen-C goes into the world equipped to receive information.
Then they share it.
We know how to include you in their conversation:
The campaign kicks off during the Super Bowl to capitalize on its viral
effect. MC Gen-C shares and discusses your spot online for weeks. Our
community involvement campaign begins after the game ends.
Nissan’s community involvement and social mission go directly and visibly
into communities to build relationships based on mutual trust when MC
Gen-C includes you in their social media dialogue.
Web and out-of-home advertising reinforce all media channels.
Advertising on mobile apps puts Nissan into the palm of their hand.
Broadcast television buys support digital.
Radio reaches MC Gen-C in the car.
Print ads in magazines increase exposure to MC Gen-C.
Nissan strives to
support this vision by
not only offering our
customers unparalleled
products and services,
but by improving the
quality of life in which
Nissan operates.
N i ss a n w e b s i t e ; N i ss a n u s a . c o m
““
M e d i a St ra te gy
19
What do Seattle, Los Angeles, Houston, Chicago and Miami have in common?
The largest concentrations of all three segments of your MC Gen-C audience24
and Nissan dealerships. We think globally and act locally, helping Nissan,
a global company, to walk side-by-side with the target audience locally.
Geo g ra p h y Co n n e cts D ea l e rs to M C Gen - C B u y e rs
Miami
Asian – 37,500
African American – 472,000
Hispanic – 1,623,000
Total – 2,132,500
Nissan Dealers – 15
Houston
Asian – 126,000
African American – 498,000
Hispanic – 920,000
Total – 1,544,000
Nissan Dealers – 9
Los Angeles
Asian – 1,346,000
African American – 854,300
Hispanic – 4,684,000
Total – 6,884,300
Nissan Dealers – 30
Chicago
Asian – 90,000
African American – 1,800,000
Hispanic – 2,000,000
Total – 3,890,000
Nissan Dealers – 27
Seattle
Asian – 282,000
African American – 120,000
Hispanic – 172,000
Total – 574,000
Nissan Dealers – 13
20
Our dealer merchandising and public relations co-op program includes tools such as:
message points; press releases and media relations suggestions; social media
strategies and tactics; in-dealer graphic support; employee communications.
COMMUNITY ACTIVITIES
First Fridays: Monthly events in local fine arts and music.
Cultural celebrations: Cinco de Mayo, Martin Luther King Jr. Day,
Chinese New Year.
Cultural music and film festivals.
Strut Your Mutt pet events.
NISSAN AS ART
With a Nissan as the canvas, commission a work by a notable local artist.
Donate a white Nissan, surrounded by buckets of paint and brushes. Let the
community have at it.
Auction and promote the art cars nationally and return money locally through
the Nissan Foundation.
NISSAN CUSTOMER EVENTS
Our media plan connects you
with MC Gen-C using the most
powerful influence known:
personal relationships.
The Nissan Foundation supports
arts, culture and education in the
same multicultural communities
our plan targets. We recommend
the brand and the foundation
work hand-in-hand. Based on the
foundation’s core values, Nissan
becomes a trusted member of
the community. The Nissan brand
should be involved in the community
alongside the Nissan Foundation.
DEALERS AND EMPLOYEES
Co n n e cti n g th ro u g h Co m m u n i t y Pa rtn e rshi ps
Your Community Connection
Coordinator in the five target cities
works with dealers to reach out
to community organizations and
municipal governments. They
support community activities to
strengthen the connection through
existing community events.
Nissan’s community participation is built on mutual respect. Beyond tolerance,
inclusion or acceptance, these partnerships position Nissan as integral to the
community. Enriching people’s lives, valuing diversity, building relationships and
supporting meaningful organizations. Your Community Connection Coordinator,
dealers and employees build respect through innovative one-on-one relationships.
21
I n n o va ti ve M e d i a M ix Co n n e cts To Li fest y l e
Our buys are proportionate to how MC Gen-C consumes media. We recognize
their connected lifestyle and give digital media greater attention.
37%3%
13%
20% 27%
Media
Mix
Radio
Out-of-home
Print Television
Digital
22
SOCIAL MEDIA SEARCH ENGINES
D i g i ta l Co n n e cti o n s
The digital world is part of everyday life for MC Gen-C. Mobile, laptop and
desktop. The digital budget gets impressions where MC Gen-C spends their
time and it allows them to share what they see, connecting them with family
and friends.
Internet search results influence
26.1% of people ready to buy a car.27
Connect MC Gen-C immediately with
dealer websites. Use search engine
optimization (SEO) and paid search
engine marketing (SEM) to direct
MC Gen-C to Nissan landing pages
designed to feature local dealers.
Blackberry users lean on traditional
search engines.28 Dealer co-op kits
include SEO/SEM support from Nissan
to improve local dealer search results
based on local relevant searches
and metadata.
Almost half of recent car buyers are influenced by social networks,25 so 35%
of the digital budget goes to social media. Among recent car buyers, 80.6%
spent their social media time on Facebook. Nearly half of the target audience
cites YouTube’s influence, with 22% referencing Twitter’s influence.26 We
recommend sponsored ads on the right side of Facebook’s personal user
interface, targeting MC Gen-C by metadata, location and keyword.
23
ONLINE ADVERTISING
One-third of 18-24 year-old and half of 25-34 year-old purchasers are influenced
by content or advertising on automobile classified websites. So we feature ads on
sites like Cars.com. We place your ads on news, entertainment/fashion, and sports
websites to reach more than just auto enthusiasts. Our buys consist of clickable
ads to direct users to the appropriate micro-sites.
24
WEBSITES
Original Equipment Manufacturer (OEM) websites influence more than half of
purchasers. Dealer websites are a close second.30 NissanUSA.com and dealer
websites put the unique buying experience center-stage and link to
social media. Micro-sites introduce MC Gen-C to facets of the campaign that
most interest them.
NISSANUSA.COM
We enhance NissanUSA.com to introduce Nissan’s personal experience with
an improved Build Your Nissan feature that shows options on the car and
details of the personal experience. Customers can share their creation on
social media or schedule time for a test drive.
DEALER WEBSITES
Make the Build Your Nissan feature available to local dealers too.
25
MICRO-SITES
A series of micro-sites, like LosAngeles.NissanUSA.com, take Nissan into local
markets and communities, celebrating arts and culture alongside MC Gen-C and
inviting them to Nissan-sponsored events.
Los AngelesYour Nissan Your City
Food Fashion Fun
26
MOBILE APPS
M o bi l e I n fo rm a ti o n a n d En te rta i n m en t
MOBILE
How does MC Gen-C stay
connected? Nearly half use their
mobile device to access the
Internet.31 One-third watchs video or
listens to music.32 MC Gen-C always
has their hands on mobile technology.
iPhone users rely on yellow page apps33. Nissan dealer co-op kits include
improved dealer listings on YP and Dex Knows apps.
Pandora Radio has a 24.2% monthly usage rate with those who have smart
phones.34 Every twenty minutes, a 7-second or 30-second spot plays, along with
constant Nissan banners running at the top and bottom of the screen.
Banner and cover-up advertising on apps like Pandora, Cars.com, YouTube and
ESPN Sports Center link to micro-sites carrying the campaign message and
inviting MC Gen-C to take their next step in the customer experience, selecting a
Nissan model or reviewing inventory on a local Nissan dealer website.
74%
34%
24%
19%
MC GEN-C MOBILE APP USAGE
YouTube
PandoraRadio
27
PRINT SEVENTEEN
Median age 25.
Almost nine million MC Gen-C readers, half of which are multicultural.
Reaches one of every three Hispanic women 18-24.
Your competition does not advertise here.35
COSMOPOLITAN
Nine million readers, 34% about to become millennials.
Ranks fourth among publications most read by Hispanics.
Best-selling title in the college market. 36
PEOPLE
Over 42 million readers.
36.1% of readers are MC Gen-C.
First and fifth most-read magazine by Hispanics and African Americans.
70% Women, 30% Men. 37
ESPN
Over 15 million readers; half are millennials.
Over 12 million men reached. 38
SPORTS ILLUSTRATED
Over 21 million readers.
Fifth and ninth most-read magazine by Hispanics and African Americans. 39
Tra d i ti o n a l M e d i a Su p p o rts D i g i ta l
MC Gen-C reads magazines.
According to a Northwestern
University Study, African Americans
read magazines because they get
“value for their time and money.”
Hispanic readers feel magazines
“provide them with practical advice.”
Magazines are an effective way to
engage MC Gen-C and educate
them on your product. Buys in local
magazines allow Nissan to reinforce
the brand’s role in local culture.
The most effective way to reach them
is not focusing on culture-specific
publications, rather, with magazines
all cultures have in common.
The target audience reads these
magazines:
28
TELEVISION
RADIO
NATIONAL
One in four millennials watches television or movies online.40 We turn to live
broadcast spectacles like the Super Bowl, Academy Awards and Grammys
to reach MC Gen-C.
LOCAL
These buys support the five-city community relations programs and your overall
campaign structure. We recommend spot buys only in the five target cities
for cable hit series that MC Gen-C watches like Glee, Grey’s Anatomy, and
Smash. We make similar buys on Univision, Telemundo, Telefutura and BET:
programming that commands strong multicultural viewership.
Radio is targeted, inexpensive and local. We recommend morning and
afternoon drive time in the target cities on stations with pop, dance, hip-hop
and alternative formats.
29
OUT-OF-HOME
Flex billboards on freeway and major materials.
Digital outdoor projection on buildings and landscapes achieves viral effect
on social media and attracts local media coverage.
Outdoor posters on commuter surface streets.
Duratrans, Duraflex and LCD display ads in shopping venues.
Out-of-home advertising in the environment where MC Gen-C lives, works and
plays raises recognition:
Our innovative media plan builds relationships and connects you
with MC Gen-C at every touch point.
29
onships and connects you
30
Ca l en d a r
JANFEB
MARAPR
MAYJUN
JULAUG
SEPOCT
NOVDEC
YouTube
DIGITAL
News/Fashion/Sports Web Sites
Portals
Search Engines
Automobile Classified – Display Space
Mobile Apps – Display Space
Hulu
Brand Web Site
Campaign Micro Sites (10)
Brand Mobile Apps (10)
TELEVISION
Network Prime
Network Sports
Net Cable Prime
Spot Prime
Spot Late Fringe/News
Spot Cable
Seventeen Magazine
RADIO
Pop/Dance/Hip-Hop/Alternative
Cosmopolitan Magazine
People Magazine
ESPN Magazine
OUT-OF-HOME
Billboard – Urban/Suburban Freeway
Projection – Building Sides/Landscape
Poster – Surface Streets
EARNED MEDIA
Painted Cars
Community Event Support
Employee Involvement
OFF ON
LCD Display/Backlit/Reflective Display
Sports Illustrated
Local Magazines
31
B u d g et
DIGITAL
TELEVISION
RADIO
OUT-OF-HOME
EARNED MEDIA
YouTube
News/Fashion/Sports Web Sites
Portals
Search Engines
Mobile Apps – Display Space
Hulu
Brand Web Site
Campaign Micro Sites (10)
Brand Mobile Apps (10)
Network Prime
Network Sports
Net Cable Prime
Spot Prime
Spot Late Fringe/News
Spot Cable
Seventeen Magazine
Pop/Dance/Hip-Hop/Alternative
Cosmopolitan Magazine
People Magazine
ESPN Magazine
Billboard – Urban/Suburban Freeway
Projection – Building Sides/Landscape
Poster – Surface Streets
Painted Cars
Community Event Support
Employee Involvement
Sports Illustrated
Local Magazines
7,231,420
1,347,500,000
IMPRESSIONS
72,137,500
423,076,923
218,166,667
762,300,000
611,111,111
26,013,514
75,000,000
354,050,000
1,825,000
3,650,000
30,175,240
50,956,385
39,854,545
10,291,782
7,426,451
11,300,935
9,000,000
545,454,545
15,000,000
45,000,000
15,000,000
1,923,076,923
232,558,140
619,834,711
20,000,000
15,000,000
75,000,000
289,017,341
21,000,000
$4,812,500
$3,368,750
MEDIA COST
$1,443,750
$5,500,000
$1,963,500
$3,811,500
$5,500,000
$3,850,000
$3,000,000
$6,405,600
$7,816,200
$4,822,400
$3,513,100
$870,900
$1,569,700
$1,658,880
$2,700,000
$2,929,200
$3,670,800
$2,514,624
$6,500,000
$500,000
$2,250,000
$2,500,000
$4,713,600
$2,500,000
PRODUCTION COST IMPRESSIONS MEDIA COST PRODUCTION COST
SUBTOTAL 3,902,062,135 $50,921,500 $3,617,500
150,005,338 $24,997,900 $2,020,000SUBTOTAL
105,000,000 $17,987,104 $130,000SUBTOTAL
545,454,545 $2,700,000 $18,000SUBTOTAL
3,064,487,115 $11,750,000 $21,200SUBTOTAL
110,000,000 $2,550,000SUBTOTAL
7,877,009,113 $99,041,704
IMPRESSIONS COST
GRAND TOTAL
32
O bj e cti ves Set … O bj e cti ves M et
Campaign monitoring and flexibility is crucial to keeping the objectives in our sights. Quarterly evaluations of the campaign
through focus groups and surveys provide up-to-date tracking of effectiveness. This allows for creative and media strategy
refinements as needed to further strengthen the campaign.
OBJECTIVE: Connect Nissan with MC Gen-C through
culture, community, family and friends.
MET: You work hand-in-hand with the Nissan Foundation
in the community and you’re a trusted member and friend.
You connect as a partner in community events and build
invaluable relationships – not just as a silent supporter, but
as a recognized member of the community.
OBJECTIVE: Establish lasting favorability of the brand with
MC Gen-C over the next fiscal year.
MET: “[There] is a major shift from when the car stood at the
center of youth culture … Today, Facebook, Twitter and text
messaging allow [millennials] to connect without wheels.”41
Our comprehensive campaign strategy, creative strategy and
media strategy establish lasting favorability, connecting you
to MC Gen-C in a meaningful way.
OBJECTIVE: Redefine the concept of innovation to
make it a true point of difference for the Nissan brand.
MET: We pushed the boundaries of innovation beyond
technology to connect you with MC Gen-C on a personal
level. Your connection with them mirrors their existing
connections with their personal identity, culture, family
and friends. Your relationship with the consumer is what
distinguishes you as innovators.
OBJECTIVE: Create a truly innovative Nissan
customer/brand experience.
MET: We created a streamlined experience with an
environment catering to MC Gen-C. You’ve listened to
what they are looking for in a brand experience and given
it to them at every level: from your easy-to-understand
online offerings to the relationship between the customer
and you. The Nissan customer/brand experience reaches
beyond the dealership network, outlasting the life of the car.
THE RESULT
Lasting favorability equals increased market share for you. Truly, Innovation for All.
Sources Getty Images
1. New York Times, “Nissan Promotes Next New York Taxi as a Sign of Its Innovation” (2012)
2. Nissan 2011 Annual Report
3. Elevate Media Primary Research Insights – 2012 Survey
4. Elevate Media Primary Research Insights – 2012 Focus Group
5. Toyota Official Website
6. Honda Official Website
7. Ford Official Website
8. Nielsenwire: Introducing Generation C (2012)
9. Millennial Misunderstanding, Albritton (2011)
10. USA Today, “Millennials are Optimistic, Despite Recession and War” (2010)
11. Edelman – Millennials, Their Actions Surrounding Brands and the Dynamics of Reverberation
12. Bulldog Reporter – Understanding Millennials (2011)
13. Zappo’s Official Website
14. Elevate Media Primary Research Insights – 2012 Focus Group
15. PolkView, The Role of the Internet in the New and Used Vehicle Purchase Process, Giffin and Richards (2011)
16. Elevate Media Primary Research Insights – 2012 Survey
17. Elevate Media Primary Research Insights – 2012 Survey
18. Microsoft – Millennial Automotive Survey (2009)
19. Albritton – Millennial Misunderstanding (2011)
20. Elevate Media Primary Research Insights – 2012 Focus Group
21. Elevate Media Primary Research Insights – 2012 Focus Group
22. Elevate Media Primary Research Insights – 2012 Survey
23. Packed Facts, Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults, October 2010, p12
24. US Census Bureau www.quickfacts.census.gov
25. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 7, 24-25, 31
26. Ibid: p. 9
27. Ibid: p. 26
28. Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25
29. Ibid: p. 25
30. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 9, 26-27
31. Consumer Behavior Report 2011 by Richard K. Miller and Associates p. 158-181
32. Adology report on Digital Media Influence “Social Media Influence on Consumer Choice in the United States 2010-2011” p. 27
33. Adology report Media Influence on Consumer Choice “Automotive Fall 2009” p. 6, 22, 25
34. Mobile App Tracker 2011 p. 1-4
35. Seventeen Media Kit
36. Cosmopolitan Media Kit
37. http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf
38. http://mediakit.espn.go.com/index.aspx?id=109
39. http://simediakit.com/property-single.xhtml?property_id=34
40. “Trends and Opportunities Surrounding Gen-Y Adults”
41. NY Times – As Young Lose Interest in Cars (2012)
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Candice Cockrell
Jan Rachel Sicam
Martha Hinojosa
Ivana Korpica
Jessie Mazengwe
Nicolette Pantaleo
Bryant Nguyen
Lisa Coruzzi
Dany Haniff
Zobi Naqshband
Elizabeth Weist
Dan Schott
Donovan Kaneshiro
Nataline Kanounian
Sheri Pate
Amanda Shepherd
Project Lead
Account Services
Creative
Media
Elevate Media would like to express our appreciation to the faculty of
UNLV and Hank Greenspun School of Journalism and Media Studies.
This campaign would not have been possible without your support.
Special thanks to professors John Naccarato, Kathy Callahan, Ph.D;
Daniel Stout, Ph.D; Kathy Espin and Maria Marinch.
We thank the National Student Advertising Competition, American
Advertising Federation and Nissan for providing this opportunity.
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