Drive Innomavement is a campaign developed by Capitol Advertising of the George Washington University for Nissan as a part of the National Student Advertising Competition. Task: Raise Awareness. Build Lasting Favorability. Increase Market Share. Target Market: Multicultural Millennials - African American, Chinese American, & Hispanic American Millennials. Budget: $100 million (https://www.facebook.com/CapitolAdvertising)

3. TableofContents ExecutiveSummary
01 | EXECUTIVE SUMMARY Innovation + Amazement = Innomazement
03 | CHALLENGES
04 | RESEARCH DESIGN Capitol Advertising’s “Drive Innomazement“ reaches Multicultural Millennials
05 SWOT (MCMs) with a unique, targeted, and quirky campaign. It breaks through
the advertising clutter to gain awareness, favorability and ultimately market
06 | BRAND PERCEPTION
share for Nissan. Our research shows that once MCMs learn about Nissan’s
07 | THE COMPETITORS innovations, they consider buying a Nissan because they think the brand is
08 | TARGET MARKET amazingly innovative and thus simplifies their lives.
10 | KEY INSIGHTS
1 1 | THE BIG IDEA Nissan’s current advertising does not command attention because MCMs
12 Creative Testing do not see Nissan’s advertising tactics as innovative. Capitol Advertising’s
13 Objectives solution is to generate a fully integrated campaign that reaches MCMs with
14 Media Objectives striking visuals of target market members. These copies are bold and convey
15 Media Strategy Nissan’s innovations. Drive Innomazement will create brand awareness
16 Campaign Roll Out and lasting favorability. Ultimatley, MCMs will know that Nissan offers the
1 7 | AMAZEMENT most amazing innovations in its class because they understand MCMs and
18 Traditional Media innovate with them in mind.
19 Story Board
Our Drive Innomazement campaign is strategically unconventional. Through
20 Website
bold and innovative executions, we will command the attention of MCMs
22 | ENGAGEMENT so they are forced to notice Nissan and their amazing innovations. Vivid
23 Non-traditional emotion, bold colors, and a quirky tone captivate MCMs and distinguish
24 Social Media Nissan from its competition.
26 Mobile App
27 Dealership Experience Once MCMs become aware of Nissan and their amazing innovations, they
28 Partnerships and Sponsorships will be engaged through digital, mobile, and other non-traditional media.
29 | BUDGET They will learn more about Nissan’s innovations through engagement tactics
30 | ACCOUNTABILITY such as putting together their own virtual car on the website, encountering
3 1 | WHY CAPITOL ADVERTISING Nissan at unique installations, and learning how affordable and amazing
32 | APPENDIX AND SOURCES Nissan is. Lastly, Drive Innomazement improves the dealership experience
in a way that meets the desires of MCMs and eventually leads to increasing
market share. So sit back, buckle up, and prepare to be left Innomazment.
01 Drive Innomazement

4. Capitol Advertising 02

5. TheChallenge
Capitol Advertising has been challenged to help Nissan increase its total MCM market share.
Nissan ranks third in the total multicultural market, and their current position reflects low brand
awareness and weak perception of Nissan as an innovative brand. As a result, brand favorability
and intent to purchase amongst MCMs remains stagnant.
INCREASE CONVEY CREATE GAIN
brand awareness innovation lasting favorability market share
MCMs have low unaided MCMs lack knowledge Brand favorability is Most MCMs do not
recall of the Nissan brand of Nissan’s innovations low because MCMs do place Nissan within
and their advertisements not distinguish Nissan their consideration set
from its competitors
03 Drive Innomazement

6. ResearchDesign
Capitol Advertising used traditional and proprietary research techniques to understand
MCMs, their motivations, and what makes them want to own a car. We spoke to MCMs who
were at various stages of the car purchasing process and discovered what features are most
relevant to them. We also questioned what online and dealership changes would make them
more likely to consider, interact with, and ultimately purchase a Nissan.
Secondary Social In-Depth Nationwide Focus Observations Creative
Research Hours Media Fans Interviews Survey Groups The Nissan League Testing
28,000 163 93 1,617 10 15 153
Capitol Advertising 04

7. SWOTAnalysis
S ES
S ES
T H
A KN
G One of the top five Japanese car E
EN
brands in the U.S.
W Low brand recognition
TR
Most innovation per dollar spent on cars
S Innovative features provide tangible benefits to MCMs
Lack of consumer knowledge about Nissan
Current advertising campaigns do not captivate
High level of customer satisfaction MCMs
CEO Carlos Ghosn’s leadership Lack of association with innovation
ES TS
Multiple tag lines create confusion
I TI R EA
N
U TH
RT
Increase in sales across the industry Increase in car sharing
P PO Nissan’s unknown innovations amaze MCMs Decrease in motivation to own a car
O MCMs are growing in number and in buying power MCMs’ frequency of exposure to
advertisments creates selective attention
High brand affinity among current Nissan owners
Hyundai’s aggressive efforts to target MCMs
MCMs crave cutting edge technology
Increase in the cost of gas
MCMs are a force in defining trends
Delay of car purchases
Social media reduces need
to travel
05 Drive Innomazement

8. BrandPerception
MCMs have limited awareness of the Nissan brand and its amazing innovations.
Although they view the brand as ordinary, when introduced to Nissan’s superior
innovations, MCMs are amazed.
“That’s a Nissan? I just saw that in a Mercedes!”
Danielle R., 22 Hispanic American
“I’m so jealous of the Bose system in my friend’s Altima. Did you know it has nine
different speakers? Incredible.”
Erin L., 26 African American
“It blows my mind that the GTR is faster than a Porsche.”
Alicia C., 21 Chinese American
PositioningStatement
Nissan is the only automotive brand in its class that
offers amazing innovations that enhance the lives of
Multicultural Millennials.
Capitol Advertising 06

9. TheCompetitors
Toyota, Honda, Ford, Chevrolet, and Nissan account for 75% of the total MCM automotive market share.
Hispanic Americans are currently buying the most non-luxury vehicles, followed by African Americans,
and subsequently Chinese Americans. Toyota and Honda are Nissan’s strongest competitors because
of their reputation among MCMs. Additionally, Hyundai poses an increasing threat by positioning
themselves as an affordable luxury brand for MCMs.
Toyota
Perception: Reliable
Recent Campaign: Moving Forward
Why It Works: The campaign highlights consumers’
current beliefs, propelling them into the future.
Honda
Perception: Best Value
Recent Campaign: Leap List
Why It Works: The campaign shows how con-
sumers are idealistic and excited to explore the
Nissan unknown, appealing to their adventurous side.
Ford
Perception: Tough
Chevy Recent Campaign: Go Further
Perception: American Why It Works: The campaign demonstrates how
Recent Campaign: Chevy Runs Deep Ford as a company has transitioned over time and
Why It Works: The campaign highlights the brand’s perfor- doesn’t take “no” for an answer, just like our MCMs.
mance history and gives the brand a more youthful image.
07 Drive Innomazement

10. TargetMarket
MCMs have different cultural backgrounds but similar fast-paced lifestyles. They work hard and have strong
aspirations for respect and recognition. They want their cars to reflect their success, enhance and simplify
their lives, and reflect their personal style. Our data shows that Hispanic Americans are our primary market,
African Americans are our secondary market, and Chinese Americans are our tertiary market.
HispanicAmericans
16.3% population growth by 2015
72.8% never been married
36.1% work full-time
58.1% are female buyers
AfricanAmericans
7% population growth by 2015
75% never been married
70.8% work full-time
68.4% are female buyers
ChineseAmericans
4% population growth by 2015
66.9% never been married
47.5% work full-time
62.5% are male buyers
Capitol Advertising 08

11. CharacteristicsofMCMs
Passionate about music and art
Favorable to brands that relate to their values Egocentric
Attracted to humorous ads but base purchasing decisions on reliability, quality and reputation
09 Drive Innomazement

12. KeyInsights
Our research revealed the following insights:
For a brand to be perceived as innovative, the MCMs want to stand out and pave their own paths.
advertising and purchasing experience must be They look for unique brands that offer surprises.
just as innovative.
Nissan and MCMs embrace a culture of innovation Innovations change how MCMs perceive themselves
and are not afraid to take risks. and the world around them.
For MCMs, ethnicity is not the single determinant Technology is what MCMs know they want;
of culture; it’s about shared values. innovation is what they unknowingly crave.
MainInsight
Since MCMs lead busy lives and are constantly bombarded by advertisements,
they have selective attention toward advertising. Advertisements that have
conventional tones will not capture their attention.
Therefore, Capitol Advertising introduces...
Capitol Advertising 10

13. BigIdea
What How
Our Drive Innomazement campaign, much like Nissan and Multicul- Our creative execution is bold and nontraditional. The
tural Millennials themselves, is strategically unconventional. In order primary focus of our advertisements is not the cars
to increase awareness, build lasting favorability, and increase Multicul- themselves, but instead, we capture the spirit of in-
tural market share, Drive Innomazement addresses the root of Nissan’s novation and amaze MCMs through quirkiness, vivid
problem: its failure to command MCMs’ attention. Drive Innomazement emotions, bold colors, and a playful tone. Our de-
eliminates the disconnect that exists between Nissan and MCMs by parture from conventional car advertisements serves
breaking through the advertising clutter in order to connect with MCM mainly to catch the MCM consumer’s eye, but repeated
consumers and compel them to engage with the brand. exposure throughout the year will also communicate
Nissan’s innovation to MCMs. Drive Innomazement
Drive
creates an advantage for Nissan over its competitors
because it applies our understanding of how to best
command the target’s attention, and as a result, we
Innomazement
expose opportunities to communicate with this hard-
to-reach group.
A combination of familiar faces, culturally relevant
references, witty messages and amazing innovations
will intrigue MCMs and compel them to engage fur-
Why ther with the brand. Each Drive Innomazement ad-
vertisement contains a “You’re welcome” directive that
Multicultural Millennials have difficulty distinguishing Nissan from its draws consumers’ attention to the featured vehicle
competitors, but when Nissan’s innovations are made clear to them, and compels them to visit Nissan’s web site, Facebook,
MCMs are genuinely amazed, differentiating Nissan in their minds. Dis- and Twitter. There, they will have the opportunity to
covering Nissan’s amazing innovations excites MCMs. This revelation create a virtual car, join a discussion, discover Nissan’s
immediately increases their favorability toward the brand, and they feel affordable innovations, and they will be invited to test
compelled to learn more about Nissan. drive a vehicle.
Multicultural Millennials’ busy, fast-paced lives and constant exposure to Drive Innomazement’s advertisements draw MCMs in,
advertisements leave them selectively attentive to targeted messages. spark greater interest in the brand, and direct them to
Unless an advertisement is distinctive enough to command their atten- engagement executions, where they learn about and
tion, MCMs will disregard it. interact with the Nissan vehicles.
11 Drive Innomazement

14. CreativeTesting
Drive Innomazement resonates with MCMs because they can relate to the experiences, people,
and innovations featured in the ads. MCMs feel they can directly benefit from these innovations
because they enhance and simplify their lives. Capitol Advertising conducted 153 interviews. Our
findings showed that MCMs:
Like humorous and clever advertisements...
So, we’ve created ads intended to make people laugh
“I think Innomazement is clever and the ad is very funny ”
-Alana M., Hispanic American, 24
Like to know about practical innovations...
So, we highlighted the benefits Nissan’s innovations offered them
“I can definitley see myself using that feature.”
- Ian W., African American, 23
Like advertisements that acknowledge heritage...
So, we designed in-language ads.
“I can relate to these ads because, they appeal to the person I want to be.”
-Christian L., Chinese American, 26
Capitol Advertising 12

15. TheObjectives
CommunicationObjectives
By the end of the campaign we want:
MarketingObjectives
By the end of the campaign we want to increase:
13 Drive Innomazement

16. MediaObjectives
Capitol Advertising amazes and engages MCMs through high reach and frequency. Media and
creative work together in two phases:
Amazement MediaObjectives
The amazement phase generates brand awareness
To reach 95% of Hispanic Americans 1,425 times / year
and acquaints MCMs with Nissan’s innovations and
To reach 93% of African Americans 1,499 times / year
Innomazement. Principle media includes tradition-
To reach 90% of Chinese Americans 1,588 times / year
al, digital, social, non-traditional and guerilla tech-
niques.
Amaze them with high reach and frequency through
all media to get them to know Nissan and love them
through all media.
Engagement
The engagement phase draws the consumer
through the purchase funnel. They begin to create
their own virtual cars, visit alternative dealerships,
and engage more online. Ultimately, they visit the
dealership and engage in new dealership activities
we’ve developed.
Engage them so they begin to interact with Nis-
san and eventually consider it and buy. Here they
also learn more about individual car makes such as
Rogue, Leaf etc.
We emphasize reach to show that Nissan is an in-
novative brand. Frequency ensures that the Drive
Innomazement message is top of mind. Continuity
will increase MCM market share.
Capitol Advertising 14

17. MediaStrategy
Media vehicles are chosen to specifically attract the three target markets.
Television OutofHomeAds Magazines
We launch our campaign on national and cable We use 30 billboards and 50 shuttle advertise- We use print and digital publications to reach
networks most frequently watched by MCMs. ments in metropolitan areas with high concen- out market through their unique interests and
trations of MCMs. language.
Digital&InteractiveBannerAds Non-traditional&Guerilla
The Nissanusa.com site already has over 10,000 more We chose unique approaches to reach MCMs Facebook&Twitter
MCM visitors than Toyota and Honda. In order to in their local communities and encourage We target 95% of MCM Facebook users
leverage this advantage we redesign the site to convey the theme of amazing innovations. by consolidating the Facebook page into
innovation as the #1 takeaway. High banner ad repeti- one easy to navigate page with interac-
tion placed on other MCM specific sites that interac- tive tabs. We use Twitter (@NissanNews)
to increase brand awareness with person-
tively follow MCM’s field of vision forces Nissan to be
top-of-mind. Pandora&Digital alized hashtags (#Innomazement) and
sponsored celebrity tweets. A customer
We create a Nissan branded channel to com-
Mobile municate that Nissan understands the interests
service handle (@NissanUSACustomerSer-
vice) makes it easier to address consumer
We use our mobile app as a pull strategy to entice of MCMs. YouTube viewers can watch exclu-
inquiries in a convenient way.
MCMs to willingly engage with Nissan. sive video content to increase brand familiarity.
15 Drive Innomazement

18. CampaignRollout
The Innomazement campaign will launch in Atlanta, GA, the location for the 2013 NCAA Final Four Tour-
nament. After this event, the campaign will disperse to strategic DMAs with the highest concentration of
MCMs. These states include: New York, New Jersey, District of Columbia, Pennsylvania, North Carolina,
South Carolina, Georgia, Florida, Texas, Nevada, California, Illinois, and Michigan. The guerilla marketing
and live events begin in the summer 2013. This will build hype for the release of new 2014 models during
the holiday season, when sales volume is the highest. Population Density
ILLINOIS
WASHINGTON Hispanic American: 2
Hispanic American: .75 African American: 1.8
Chinese American: .08 Chinese American: .09
MICHIGAN NEW YORK
African American: 1.4 Hispanic American: 3.4
African American: 3
Chinese American: .53
PENNSYLVANIA
African American: 1.3
NEW JERSEY
Hispanic American: 1.6
African American: 1.2
Chinese American: .12
WASHINGTON, DC
Hispanic American: .305
Chinese American: .11
NORTH CAROLINA
African American: 2
CALIFORNIA
Hispanic American: 14
SOUTH CAROLINA
Chinese American: 1.1
African American: 1.2
NEVADA
Hispanic American: .72
GEORGIA
African American: 2.9
TEXAS
Hispanic American: 9.5
African American: 2.9 FLORIDA
Chinese American: .14 Hispanic American: 4.2
African Amercian: 2.9
Numbers in Millions Chinese Amercian: .06
Capitol Advertising 16

19. AmazementPhase
Creative testing showed that MCMs respond strongly to the people in the ads. The ads communicate that Nissan is
a company that views MCMs as more than just car buyers. It makes the brand accessible and conveys authenticity.
Why it works
17 Drive Innomazement

20. TraditionalMedia
Why it works This set of print ads acts as a link between the amazement and engagement phases. Our research showed that each
group enjoyed seeing people from their ethnicity in ads as long as it was not done in a “token” fashion. MCMs also
appreciate inviting faces of any ethnicity and are still able to relate to other MCMs.
Capitol Advertising 18

21. SpellingBee
Shot 1: “The word is...Innomazement.” Shot 2: The spotlight beams onto the Shot 3: After the boy successfully spells Shot 4: The tagline with the Nissan logo
young boy. He looks nervous as he gulps the word, the scene cuts to him being appears on the screen.
in fear. He asks, “Can I have the definition photographed as the winner with his oth-
please?” After the definition is given, he er ribbons. Voiceover: Drive innomazement.
asks for it to be used in a sentence. The Nissan. Innovation for today. Innovation
judge says, “Don’t just drive. Drive in- Voiceover: At Nissan, we live innomaze- for tomorrow. Innovation for all.
nomazement.” ment.
TheValet
Shot 1: A beautiful woman approaches Shot 2: “Hey, remember me?” says the Shot 3: They exit the Versa. He adjusts his Shot 4: The tagline with the Nissan logo
the valet after exiting her Nissan Versa, valet. “We met a couple times at Sofia’s uniform and has lipstick kisses all over his appears on the screen.
and tosses him the keys. place.” “Oh yeah, I remember...” she re- face.
plies. They flirt and end up in the back Then he snaps out of his daydream, and Voiceover: Drive innomazement.
seat of the Nissan Versa. standing there he stares at the car. He Nissan. Innovation for today. Innovation
says “wow, great leg room.” for tomorrow. Innovation for all.
MCMs are frequent viewers of media on the internet as well as on television. Having these quirky ads that showcase the Why it works
car features, develops a personality for the brand and creates a relatable image for MCMs.
19 Drive Innomazement

22. TheWebsite
The current Nissan website lacks innovative technology, personality, and a focus on innovation,
all of which MCMs desire. The following are our findings and suggestions:
AmazingTechology FocusonInnovation
“When I see a company use innovative technology on their “ You say your main focus is innovation, yet I don’t see it
website, it makes me think they are on the cutting edge.” anywhere on your site.”
-Matt G., 22 African American -Nicole N., 25 Hispanic American
Insight: The technology of the website should match the Insight: Nissan’s innovations are hidden away on the site
innovation the company wants to convey. instead of being shown up front.
Solution: An innovative technology called “Moving Im- Solution: Nissan’s website is so busy that MCMs do not
age Technology” will be used to animate characters and know where to focus their attention. The new website
backgrounds. will be simple to navigate so users can find exactly what
they are looking for.
RealPeople
“I don’t feel this site relates to me as an individual, which
makes me think the company doesn’t know me.”
-Suzie K., 26 African American
Insight: The site is not user friendly, and real authentic
consumers need to be displayed.
Solution: Real people will be displayed on the web page.
When the user clicks on the yellow lightbulb, a virtual
tour will pop up on the screen.
Capitol Advertising 20

23. AmazingColorGuerilla
The website is the home for the projection mapping initiative.
It shows the car as piece of art and ask consumers to custom-
ize the car of their choice.
AmazingConnectionsSocialMedia
The “Your Innomazement” tab is a digital portal for a customiz-
able experience. A Nissan score is calculated from interactions
with Nissan’s social media. The page provides MCMs with a
State Farm payment calculator to simplify the car buying pro-
cess.
AmazingExperiencesDealership
Innovation stations are shown on the website. When the con-
sumer hovers their cursor over the innovation, an explanation
is displayed. They are then prompted to give their zip code to
find an innovation station near them.
MCMs relate to brands that are unique like themselves. The website reflects MCMs’ need to have the latest technol- Why it works
ogy, personalization and social media integration.
21 Drive Innomazement

24. EngagementPhase
TestYourDrive
Test Your Drive gives extended test drives to MCMs who are
influential on social media via Klout scores. MCMs will be giv-
en a Nissan for one week under the consideration that they
talk about their Innomazement experiences on social media
platforms.
GenerationInnovationTour
The Generation Innovation Tour gives MCMs the opportunity
to interact with innovative leaders of their generation through InnomazementConcertTour
TEDx talks. CEO Carlos Ghosn will launch the Generation In- The Innomazement Tour, a free concert series, is a Nissan
novation Tour by being the lead speaker. The tour visits 10 sponsored concert series that will travel through major DMAs.
major DMAs and highlights how leaders take unpredictable Prior to the event, clues will be disclosed through Nissan’s
approaches in their careers and provides a forum for MCMs to social media pages that, when pieced together, hint followers
network. to the concert location.
Capitol Advertising 22

25. NontraditionalMedia
MoviesInnomazement
AMC movie theatres will feature Nissan seats allowing movie
attendants to experience the comfort of Nissan. There will
be advertisements, cups, and popcorn bags with QR Codes
promoting Nissan. These will be placed in AMC theatres with
high concentrations of MCMs.
ProjectionMapping
Projection mapping is an innovative technique that uses
software to turn any surface into a video screen. White Nis-
san models will be placed in strategic areas with high MCM
population density. At night, light will be projected onto the
white cars to create beautiful, artistic images and videos to
upload to YouTube and social media outlets. Users can de-
VirtualInstallationsTour
sign projections on the website. The Nissan “Virtual Installations” tour is a blend of a travelling
show and dealership. This nationwide tour will display Nis-
san’s 2014 models and concept cars.
There will be a virtual reality driving station. Attendees can
experience the thrill of test driving one of Nissan’s 2014 mod-
els before they are released to the general public. The virtual
reality simulators will allow selection of courses which will
allow MCMs to experience driving Innomazement.
These marketing tactics appeal to MCMs because they are spontaneous, authentic, and eye-catching. Each
focuses on increasing Nissan’s favorability and image as well as engaging consumers with the car, and moving
Why it works
them through the purchasing funnel.
23 Drive Innomazement

26. SocialMedia
ConsumerAutomotiveResearchFacebook Page
Social media is an integral component of MCMs’ lives, and this led
us to create the CAR Facebook page. Questions and contests assess
how MCMs interact on social media. Our media strategy is led by the
following insights:
71% of MCMs use social media daily
42.2% of vehicle purchasers are influenced by social media
Pandora PerspectivesBlog YouTube
Nissan’s Pandora radio station is This blog highlights CEO Carlos The YouTube page will display vid-
created to highlight the personality Ghosn. Here, his experiences with eos from the Generation Innova-
of the brand. It also features artists Nissan and its innovations will be tion Tours, projection mapping,
that are part of the Innomazement shared. and other aspects of our non-tra-
Concert Series. MCMs can also cre- ditional media to educate people
ate their own station, which can be about Nissan.
accessed anywhere including the
dealership.
Capitol Advertising 24

27. Twitter Facebook
“I recently tweeted to Nissan and I got a generic response “The current Facebook page is disorganized. I can’t find
back two days later” what I’m looking for.”
-Reese B., 23 African American -Simon L., 21 Chinese American
Insight: Tweets need an authentic response Insight:Tabs are necessary for organizing information
within two hours.
Instagram
Allows Nissan and the public to
interact through pictures. Nissan
posts images from behind the
scenes of design and concept car
sneak peeks. The public can post
pictures about their Innomaze-
ment moments with Nissan.
MCMs interact with Nissan on an authentic level. Social media websites promote dealership events as well as educate
MCMs on the dealership environment. MCMs become comfortable with the dealership environment which ultimately
Why it works
leads to an increase in visitation.
25 Drive Innomazement

28. MobileApps
NissanMobileApp InnovationStationMobileApp
LaunchStrategy
This application creates brand engagement regardless of con-
Innomazement mobile applications, Nissan Mobile and In-
sumers’ place in the purchase funnel. It allows them to experi-
nomazement Station, run simultaneously with the social
ence Innomazement even before they get into a Nissan vehicle.
media campaign. Promotions for both applications will be
featured on Nissan’s revamped Facebook page. Incentives This application features:
such as free media downloads are implemented to drive
application downloads, linking them to artists in the In- 1.“Racing Innomazement”
nomazement concert series and speakers on the Genera- A game that simulates driving
tion Innovation Tour. in Nissan core models and the
GTR. It has various levels to keep
users playing and expose them
MobileAppEnhancements to Nissan’s innovations.
The revitalized Nissan Mobile app has a car blog aggregator, 2. “Amaze My Space”
allowing users to search and compare cars across various
A locator assist that helps cur-
car blogs. Additional features include a dealership locator,
rent car owners find where they
test-drive scheduling, live chat with dealership and a main-
parked their car.
tenance appointment system. These features are meant to
simplify the most difficult part of the purchase funnel for 3. “Innovate Rush Hour”
MCMs. Finally, the application Nissan Recognition system A constantly updating system
prompts users to take a picture of a Nissan model on the that tracks traffic records and
street and compiles information from the Nissan website warning drivers of hazards on
and car blogs such as gas mileage, features, and user re- their route.
views.
Why it works We provide MCMs with useful applications to enhance the driving experience. By having mobile applications, MCMs
will be able to have continuous interactions with the Nissan brand.
Capitol Advertising 26

29. DealershipExperience
NissanLeagueObservations
To better understand how MCMs perceive the dealership experience, we observed their behavior and
interactions in a dealership environment. We conducted 15 observations in five states that revealed the
following insights for improving the dealership experience:
Worry about being able to afford the purchase Fear they’ll go to the dealership
and concerned about being duped and won’t be noticed
Question the intentions and Feel out of their digital element where they
honesty of the car salesperson usually have access to unlimited information
InnovationStation
Technology CRMIntegration
Dealerships will feature an innovation CRM software and customer lifecycle
room, with iPads for potential buyers processes such as Siebel and Oracle will
to have a self guided tour of the Nis- track customer preferences and interac-
san dealership without a salesperson. tions at customer touch-points. Dealer-
Our research has shown that MCMs are ship salesmen will undergo customer
intimidated by the dealership environ- service training to improve customer-
ment and this will therefore create a centricity.
more positive experience.
StateFarm MillionMileProject
State Farm kiosks will be added to the For every mile during a test drive, Nis-
dealerships to assist MCMs in under- san will donate $1.00 towards an edu-
standing the financial process of pur- cational scholarship for MCMs until
chasing a car. The service will help Ni- $1,000,000 is raised.
ssan build trust and credibility among
MCMs.
The dealership experience is one of the most crucial aspects of engagement. By adding fundamental changes to the
dealership, we are able to communicate that Nissan truly cares about their consumers during the entire buying process.
Why it works
Ultimately, MCMs will view Nissan as the most innovative car brand.
27 Drive Innomazement

30. PartnershipsSponsorships
Nissan will foster an alliance through the following partnerships and sponsorships during the Innomazement campaign.
These relationships will build brand awareness and create favorability by focusing on factors most important to MCMs.
We plan on promoting these partnerships and sponsorships online through various social media platforms during the
one-year campaign to create buzz and PR attention.
Partnerships
What They Do? Objective Benefit To
Strategy Why it Works
Partner
Insurance Provider with To obtain representatives Show MCMs that Nissan This will help Nissan State Farm will obtain in-
highest Hispanic market to be placed at Nissan is willing to guide them build trust and credibility creased awareness in the
share dealerships through daunting finan- among MCMs multicultural market
cial decisions
2nd largest theater group in To obtain a venue for Associate Nissan with fun Consumers are 157% AMC will receive PR
United States Nissan’s movie theater and relaxing experiences, more likely to see adver- through this unexpected
promotion since it captures MCMs at- tisements at the movies campaign
tention and makes them than on TV
think favorably about the
brand
Non-profit organization To obtain speakers for Align Nissan with innova- TED is known for a global TED will obtain access
committed to “ideas worth Generation Innovation tive speakers and think- culture of innovation, just to the MCMs, a segment
spreading” tour ers, boosting Nissan’s like Nissan that TED currently does
core message not widely target
Sponsorships
An event for Latino trend- Concert features African A
This will directly engage An Asian American television
setters and innovators merican artists and enter-
our primary market in- network that appeals to millen-
that helps launch creative tainers that span a wide
volved with in-language nials. It combines music and
endeavors. range of interests for our
media. entertainment to celebrate
secondary market. Asian American cultural heritage.
Nissan will sponsor the
This expresses Nissan’s un-
“Latinovator Award” This expresses Nissan’s un-
derstanding of the market- This demonstrates Nissan’s
because it aligns with derstanding of the impor-
-the importance of music. global knowledge to a domestic
Nissan’s core belief of tance of music. market.
constant innovation.
Capitol Advertising 28

31. Budget&Media
The chart below explains our budget allocations for our year long campaign. We have accounted for all forms of media tac-
tics including traditional, non-traditional, digital, social and guerilla marketing. This chart shows the exact allocation
of money and insures that we will not go over budget.
Media Flow Chart
Media April ('13) May June July August September October November December January ('14) February March Campaign Pricing Total Gross Impressions Gross Impressions/$1 Spent
31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 2 9 16 23 30
NEWSPAPER
Print
$3,332,007
Online
MAGAZINE
Print
Traditional Media
$7,268,280
Online
TELEVISION
Network Television $21,500,000 30,528,683,142 305.28
Cable Television $13,360,000
March Maddness Advertisement $3,600,000
RADIO
Online Streaming (Pandora) $10,400
OUT-OF-HOME `
Shuttle Wrap $200,000
Billboard $600,000
TOTAL TRADITIONAL MEDIA $46,538,680
SOCIAL MEDIA
Twitter $4,500,000
Online Banner Ads $10,750,000
Digital/Social Media
Redesign: Facebook Page $0
Instagram $0
Interlude $500,000
15,239,538,839 152.37
DIGITAL
YouTube Page $250,000
Redesign: Nissanusa.com $0
Redesign: Nissan Mobile App $0
"Innomazement Station" Mobile
App" $150,000
TOTAL DIGITAL/SOCIAL MEDIA $16,150,000
Innomazement at the Movies $1,750,000
Nontraditional
"Generation Innovation" Tour $5,000,000
387,535,000 34.96
Virtual Installation Tour
$5,000,000
TOTAL NONTRADITIONAL MEDIA $11,750,000
Guerilla Marketing
Innomazement Concert Series
$6,000,000
Projecting Mapping 460,226,000 4.6
$300,000
Test Your Drive
$3,600,000
TOTAL GUERILLA MARKETING $9,900,000
Dealership Environment
1,000,000 Mile Project $1,000,000
62,140,000 1.58
Nissan Dealership Technology $1,400,000
CRM Integration $750,000
TOTAL DEALERSHIP
$3,150,000
ENVIRONMENT
$6,458,820
SPONSORSHIPS
OTHER: CONTINGENCY $6,052,500
TOTAL BUDGET $100,000,000 46,678,122,981 498.79
29 Drive Innomazement

32. Accountability&Metrics
INCREASE CONVEY CREATE GAIN
brand awareness innovation lasting favorability market share
Replicate baseline survey at regular intervals to assure
that awareness and favorability are being achieved.
Monitor website and social media activities by web
traffic and Lithium social media monitoring.
Measure attendance at Nissan live events.
Measure number of people who visit dealership
and test drive Nissan’s
Capitol Advertising 30

33. Why
CapitolAdvertising
We are not your average, run-of–the- mill team. We are a select group of individuals from distinctly different back-
grounds who have come together to bring this campaign to life. More importantly we not only understand the
target market, we are the target market.
Our campaign works because Innomazement captures the essence of Nissan and MCMs. Capitol Advertising
recognizes that marketing must be authentic and innovative to capture the attention of MCMs. Through Innoma-
zement, we will amaze them through brand awareness and engage them through the use of unique, quirky ad-
vertisements that directly relate to MCMs’ ever-changing lives.
Innomazement is bold and different just like us. By exposing all the amazing innovations Nissan offers we make
Nissan relevant to the lives of MCMs. Give us the opportunity, we are confident you will be Innomazement.
OurTeam
Jenna Brettschneider Nora Kelleher Alix Montes
Meshach Cisero Katherine Lenihan Frederick Peavy
Sebastian Flores Nicholas Mejia Heidi Penna
Vandana Iyer Caitlin Mermelstein Phil Reynolds
Soni Jaiswal Amanda Mizrahi Brittni Salvati
Maxime Jallifier Bianca Mombrun Alison Tager
Faculty Advisor Special Thanks Project Director
Lynda Maddox Darshan Mehta Raycha Jagroep
31 Drive Innomazement