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RESEARCH EXECUTIONS MEDIA SUCCESS

Table of Contents Company Analysis
Company Analysis ...........................................................................................................................3 You are a full-line car manufacturer. You have vehicles in every segment including sedans, sports cars,
Market Analysis ................................................................................................................................3 SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle. In August of 2010, you launched the
“Innovation for All” marketing platform. This marketing platform supports your full line of products and
Target Audience ...............................................................................................................................3 displays the unifying theme of innovation. You hold true to and call out this unifying theme (including
Key Insights .......................................................................................................................................4 your tagline) in all of your advertisements, yet it has not been enough. You want to build awareness and
Competitive Sets .............................................................................................................................5 lasting favorability among African American, Hispanic and Chinese millennial consumers in the United
States. We can help you do that.
Creative Brief .....................................................................................................................................6
Print ......................................................................................................................................................7
TV ..........................................................................................................................................................8 MC Share Non MC Share Total Market Share
Media ...................................................................................................................................................9
Social .................................................................................................................................................10 2008 13% 2008 8% 2008 8.5%
Point-of-Purchase .........................................................................................................................11
Promotions .....................................................................................................................................12 2009 12.5% 2009 8% 2009 8.5%
Events ...............................................................................................................................................13
Budget ..............................................................................................................................................14 2010 12.5% 2010 8.5% 2010 9%
Measurement.................................................................................................................................15

Market Analysis

and government bailouts. (CSM Worldwide 2010). The economic recession took a hard hit to the au-
tomotive industry starting in 2007. Units sold per year decreased dramatically from about 13.2 million
down to 2.9 million sold. (Plunkett Research Ltd.) The economy is starting to show signs of growth with
automotive sales increasing. Sales are “forecasted to increase by 11 percent to 15.5 million units—an in-
crease of 1.5 million units from 2010. The U.S. auto market continues to be the driver for growth in the
region, with sales expected to reach 13 million units, an increase of 12 percent from 2010.” (J.D. Power
& Associates).

Additionally, New mandates have been set by The National Highway Transportation Safety Administra-
tion and the United States Environmental Protective Agency that state: automobile manufacturers must
decrease the carbon monoxide emission and increase the fuel economy of vehicles sold in the U.S. The
average miles per gallon by 2016 must be 32MPG compared to the 25MPG today. A major trend in re-

2 3

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RESEARCH EXECUTIONS MEDIA SUCCESS RESEARCH EXECUTIONS MEDIA SUCCESS

Weaknesses & Opportunities Millenials
For MC Millennials, authenticity is important. It’s about being themselves, real and unique. These mul-
researched your company, your past marketing efforts and your current standing amongst MC Millenni- ticulturals believe it’s important to identify with their country of origin. They aren’t very religious. They
als along all social media channels. This is what we found. hold their personal lives to a high level and believe strong and healthy relationships with loved ones are
their highest priority. They embrace technology, believe it makes life easier and have welded it with their
social lives. Millennials want to live their passion and pursue it in education and career. The recession
Weakness Opportunity has caused a setback for millennials into career entries, but they are very optimistic about their future
Nissan is not in the consumer’s top of mind awareness Invest in more engaging mediums, such as social media
cautious, but not frugal with their money. Style, functionality, quality, impact on the environment, and
and digital advertising, to generate awareness among con-
sumers reliability from established brands affect how this target market makes purchases. Millennials embrace
making something their own and think it’s important to express themselves.
Nissan lacks a variety of partnerships To achieve results similar to sponsoring the Heisman and African Asian Hispanic
NCAA football, Nissan should invest in partnerships across
the gamut of millenial and multicultural interests Americans Americans Americans
The African American market can Values are very important and Millennial Hispanics are proud
Nissan lacks a consistent brand image among its target Create a cohesive and unifying brand position that will include respecting one’s elders, of their Latino heritage while
market resonate in the target’s mind Urban characteristics are tied to social harmony, interdependency simultaneously merging Hispanic
psychographic elements of culture and relationships. It’s common for traditions with American customs,

Values
such as music, fashion, language, several generations to live together however, they identify with their
and mindset. African Americans under one roof and believe helping country of origin. They generally
Goals & Objectives believe that what you buy should
make a statement about you. They
others is imperative before one can
reach self-actualization. Gender
rate career success higher than
they rate marriage, children and
are very committed to their sense roles are about expectations, with religion—and much higher than
of individuality and pride. women being subservient to men. they rate wealth.
Monumental chapters are constantly beginning and ending in the lives of MC Millennials. Choices have
greater effects, decisions are harder to make, and their lives are shaped by each move they make. We African-Americans are heavy users Chinese Americans are very con- More and more, Hispanics are
want them to know that Nissan stays by their side regardless of the conclusions they draw and the moves of electronic media. scious of brands and interested in turning to electronic media to

Technology
they make. We will do this by reminding them that wherever they are going and whatever they are do- the most current technologies. They express themselves.
ing, “Nissan Keeps You Driving.” We need our consumer’s to understand that their goals in life are Nis- rely on consumer reviews.
san’s goals in life, and that is why their Nissan will be there to “Keep You Driving” till the end.

Objective: Lead to increased market share across multicultural target

Objective: Generate conversation MC Millennials across digital and social media platforms
African Americans are heavy media Chinese media, which is mostly They speak English and Spanish,
consumers. Trends in technology consumed by 1st and 1.5 genera- and they consume media in both

Use of Media
Objective: Increase brand awareness by 20% adoption and social networking tion Chinese, is primarily in-lan- English and Spanish.
- guage and in-culture. Pan-Asian When it comes to music, some
ence over popular culture beyond media, mostly consumed by young 30% of third-generation Latino
the limits of ethnic categorization. 2nd and 1.5 generations, is primar- youths report that at least half of
African-Americans are heavy users ily in English while still in-culture, the songs they listen to are in Span-
of electronic media. but appeals to all different Asian ish.
segments.

4 5

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Their Wallet: Spending Habits We spoke to the target audience in an attempt to understand their current perception of Nissan as a
brand. When we asked our interviewees what they thought about Nissan’s brand personality, many were
There was a mutual agreement amongst millennials when asked if a car is an unnecessary expense in stumped in giving a solid response. We found that many of our interviewee’s responses were inconsis-
today’s economy. They agreed it was dependent on the location of an individual. The most important tent across the board. While a few of our respondents emphasized Nissan’s style as a unique quality,
things when purchasing a car vary from safety, gas mileage, warranty, price, and style. “I think it de- others showed concern about models being priced out of their price range. A few individuals even de-
scribed Nissan as “average.” The inconsistency in our target audience’s responses led us to the conclu-
like extended warranty, or better interior. Given that cars depreciate in value so quickly I would like to sion that Nissan lacks a clear communication strategy.
purchase the little things that are going to be valuable when the car breaks down.” Even though they had
We asked: “How would you describe Nissan as a person?”
it came down to their parents’ decision. If the parents didn’t pay for the millennials car, they did play a
role in the purchasing process. Interviewees admitted they turn to their parents for advice on car selec- This is what the target audience had to say:
tion.

My Life, My Brands: Connection w/ Brands “Stylish.”

their name and how consumers will perceive that brand.” Communication and information about au- “A courteous neighbor”
thenticity is also important to this target market. Interviewees were most impacted by Apple due to it’s
- “Japanese, slightly older, boring but safe.”
tures on cars like iPod connectors, integration of 3rd party devices, push on ignition, OnStar, parking
assistance, and collision avoidance or detections to be innovative. Technology is directly connected with “Expensive.”
innovation.
“The dean of the bio-chemical engineering program”
Behind The Wheel: Perception of Cars “Recently married couple, younger. I think Nissan now is attracting a younger crowd.”

do their research before purchasing something so expensive. The research consists of online reviews and “ People that work in retail, mall people.”
word of mouth. The recession has affected some Millennials spending habits. They have become aware
of their budget and how they spend their money. Others have not changed their spending habits. Inter- “Sportier, mid-range, average American”
viewees admitted to looking for a good deal, but they wouldn’t stress themselves out about it. They are
savy-shoppers when it is easily accessible to them. Depending on the item, Millennials are willing to
spend more money on items that are of higher quality when the price is reasonable for the item. They
deem quality as an important factor in purchase decisions because they relate quality with lasting longer.

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SOCIAL MEDIA SOV (‘10) SOM (‘10)
Toyota has taken a technological approach to advertise to millennials. The
newest digital marketing method uses SpyderLynks Snap & Tag technology,
allowing a consumer to snap an image with their mobile phones to access
brand and vehicle communications. The other approach Toyota has taken to FB 589,627 H 23.3% H 21.5%
target millennials is using Augmented Reality. Augmented Reality is a meth- T 64,060 AA 17.7% AA 16.7%
od for using a live direct or indirect view of a physical, real-world environ- Ch 47.25% Ch 34.75%
ment whose elements are augmented by computer-generated sensory input,
like sound or graphics. Through this technology, Toyota allows users to take
a virtual test drive of their products.

Current Honda campaigns include the “Good Reasons from Honda” cam-
paign, as well as the “To Each Their Own” campaign, which highlight the FB 1,340,474 H 7.3% H 16.25%
Civic. “To Each Their Own” is a campaign of interest because it targets
Millenials. According to Honda, “Since the target personalizes everything
T 25,873 AA 3.4% AA 12.5%
in their lives from social media to fashion, the all-new Civic is positioned to Ch 12.75% Ch 29%
be the latest canvas for personalization.”

Hyundai is building and selling trucks in China, creating an application for
Blackberry users, and is holding promotional events at a college football
games to reach our target market. They are currently promoting their Velo- FB 200,007 H 1.7% H N/A
ster which has a very innovative campaign with the tag line “Engineered for
Whatever.” They have plans to advertise during the Super Bowl and Acad-
T 17,671 AA 2.7% AA N/A
emy Awards. They will also sponsor major sporting events. They also have a Ch 5.88% Ch N/A
Diversity Mission Statement clearly stated on their website as well as a large

“The Ride of Your Life” positions Chevy as a reliable, established line of cars
that has and will continue to be there for you. Their social strategy is mostly FB 246,562 H 25.3% H 10.25%
a reactive strategy, responding to negative feedback. They utilize social T 40,109 AA 12.7% AA 11.25%
media in a very controlled setting, having little user-generated content that
does not create much buzz around their products.
Ch 0% Ch 5%

Ford Motor Company has done an outstanding job in reaching the multi-
cultural millennial audience. The Ford Fiesta campaign aided in making
major strides in connecting to this audience. The homepage displays their
current tagline “Ford- Drive One.” The Ford.com page also offers a link to a FB 889,623 H 16.3% H 11%
microsite, thefordstory.com, that enables user-generated content. Ford also T 87,773 AA 19.3% AA 13%
utilizes their social media in a very engaging atmosphere with their target
audience, ultimately creating a very positive, proactive, and open platform Ch 0% Ch 3.75%
which is extremely powerful and effective.

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SOCIAL MEDIA SOV (‘10) SOM (‘10)
Chrysler has re-priced their vehicles to be competitive with those of other
mainstream brands, as well as broaden its product portfolio. Making its de-
but in 2011’s Superbowl, Chrysler launched the “Born on Fire” advertising
campaign which revealed the brands new tagline, “Imported from Detroit,” FB 233,817 H N/A H N/A
starring musical artist Eminem. This campaign highlighted the rejuvena- T 22,252 AA N/A AA N/A
tion of the entire product line. Chrysler interacts through twitter and face Ch N/A
book with fans to develop a deeper connection with their consumers. After
Ch N/A
Chrysler’s bankruptcy, the automaker hired separate agencies to provide
general advertising

Shortly after Buick rolled out its new lineup in 2010, the average consumer
purchasing a Buick was 11 years younger. Redesigned models were suc-
cessfully aimed at the luxury category, attracting boomers and younger
buyers worldwide. Buick made more use of “non-TV” media, utilizing more
digital based strategies. This included using social media such as Facebook FB 123,704 H 14.3% H N/A
and Twitter. Buick took advantage of innovative strategies, such as a 60-sec- T 8,852 AA 19% AA N/A
ond in-cinema spot (to be shown on 13,000 screens). They increased out- Ch 0% Ch N/A
door advertising and adapted more experiential marketing, such as zip-code
precise targeting. Buick is now more into drama, cable, and prime-time
programming as opposed to early morning shows, news and weather chan-
nels. Buick went as far as to stop all marketing with ties to golf, explaining
that the company sees golf as the old image of Buick

10 11

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What A MC Millennial Thinks:
I know that Nissan is a car manufacturer, but I don’t really know what their brand represents. As a com-

What We Want A MC Millennial to Think:
Nissan is an innovative brand. When looking for a car, I can count on Nissan to have what I want
before I even know that I want it. Nissan incorporates passion and style with technology that helps
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through life.

COMPELLING IDEAS
Inventive From the ages of eighteen to twentynine, millennials go through a lot of milestones. Millennials graduate
high school, enter college, pursue a career and might even start a family. With all of these changes going
Show MC Millenials that Nissan isn’t as con- on in our lives, a reliable car is a must. A car that isn’t just a mode of transportation, but an innovative
cerned about its competitors as it is about vehicle that keeps you motivated. A Nissan Keeps You Driving through all lifes transitions. Keeps You
challenging itself to give consumers the most Driving every step of the way.
up-to-date technology
TONES
Transitional
Be Educational: - “I like ‘Keeps You “It makes sense, “The simplicity of
Nissan’s products can adapt to every phase nials on innovation that will make their lives easier
of MC Millenials’ lives. No matter where life Driving!’ It’s posi- very appropriate. the phrase leaves
takes them, their Nissan is always relevant Be Conversational: Create rapport with MC Mille- tive and makes me I need to know I’m room for interpre-
Aware nials to assure them that Nissan understands their feel like Nissan’s investing in a car tation, as it can
needs and is always willing to help a quality product
Nissan is never out of the loop. Whether it’s that’s reliable and relate to the car,
their ever-changing technology, their adaption Be Con dent: Convey that Nissan is sure of who it that I’m going to will help me move literally, and to our
to culture, or understanding the turning points love for a long
is across all platforms forward,” lives, personally,”
in life, Nissan is interested and attentive to MC
Millennials time,” Darcie S, 20, Paige M, 23,
Nina P, 21, Hispanic Millennial Chinese Millennial
So what’s the big idea? Hispanic Millennial
Nissan’s innovation is what draws you in, but Nissan’s !"#$""%#&'#($%#)'*$+,"-$.
adaptability is what keeps you driving
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Frame 1

The TV Spot will feature millennials of the three-

backseat, looking over the driver’s right shoulder.
Featured is a Hispanic high school grad leaving

placed in the frame, his graduation tassel hangs
from the rearview mirror. He uses the push to start
ignition to begin the drive up to school. There is a
focus on the push start technology to show off the
innovations of Nissan.

Frame 2

The camera pulls outwards to the back of the ve-
hicle to extend the view. The exterior of the auto-
mobile is shown so the audience can see the sleek
curves of the Nissan’s body.

14 15

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Frame 3 Frame 5

With a slight pan to the left, the Hispanic high The camera angle enters through the windshield
school grad is replaced with an Asian millennial. presenting a newly engaged African American-His-
She steps into the car dressed in business attire panic couple. The camera turns to see the couple
with laptop in hand. Her demeanor signals to the using the new GPS system to guide them to her
audience she is a business professional. Driving to family’s house to break the news.
the interview, her parents call to wish her luck. She
answers with the Bluetooth technology so she can
talk hands free. Once again, the audience can see
Nissan’s innovative technology being put to use in
the real world.

Frame 4 Frame 6

The camera zooms out again and continues the The call to action appears on the viewer’s televi-
rotation, this time showing off the front end of the sion screen. A narrator says: “Visit a Nissan deal-
car. The audience is able to view the sporty design ership near you to learn how Nissan ‘Keeps You
of the front exterior head on. Driving.’” The tagline ‘Keeps You Driving’ emerges
on to the screen along with the Nissan Logo.

16 17

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“We’ve Got Your Back” “Bold Decisions”

The large photo is the
main focus, and it dis-
plays the step being take
by the Millennial. The
image aims to relate with
the target audience

The smaller images fea-
tured in each advertise-
ment are meant to show-
case different elements
of innovation, which is
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what draws our target
audience in 012$%1+3"%1'%34!"%1541%6+.%4-)%6'7)%)"8+$+'-%&'(2,"%6""-%94+1+-.%&'(*%95'7"%7+:"%1'%
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The copy of each advertisement corresponds with the “transition” the !""#$%&'(%)*+,+-./%
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advertisement showcases. We chose to showcase transitions as they are ,+$+1%&'(*%7'847%<+$$4-%)"47"*$5+#/
a major component of MC Millennials’ lives. By featuring these step-
ping stones, we connect with them emotionally and show we under- !""#$&'()*+,+-./8'3%@A%3')"7%$5'9-/%B"*$+'-C%<+$$4-%D71+34%E'(#"/%@F1"*+'*%E'7'*C%G")/%0-1"*+'*C%H7'-)%E7'15/%I*4-$3+$$+'-C%A1*'-+8%EBIJ%KE'-1+-('($7&%B4*+467"%I*4-$3+$$+'-L%9+15%34-(47%3')"/%M$")%:'*%
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“Starting New Adventures” “Keeps You Driving” Microsite

SEARCH
What keeps you driving?
Our “Keeps You
What is driving you today?
Driving” microsite
ME & MY NISSAN
will help Millenni-
NISSAN NEWS als connect with
SERVICE, PLEASE Nissan easily on
DEAL OF THE WEEK an emotional and
EVENTS EVERYWHERE
practical level
MODEL: Altima Coup 2011

PURCHASED ON April 6, 2011

SALES LIASON Jeff Sands

NEXT SERVICE 20,000 miles

HOME DEALERSHIP Boca Raton
Take out '
in Keep's
We want our millennials to stay connected, engaged, and excited about their Nissan. Our online expe-
Take out ' in rience offers them this opportunity while re-enforcing the core concept that Nissan Keep’s You Driving
offer's. through life. The site is an open forum to post about their Nissan experiences. It offer’s options to make
their lives easier, and keeps them united and loyal to the Nissan brand. The microsite is built with social
functionality to post updates and pictures from Facebook, Twitter etc. The site keeps them updated with
-
ments, and presents relevant coupons and deals to save money. All components of the site are simple

around the brand.
Take out the word
exclusivity. The microsite will serve as an emotional connection through the digital realm that is ever-present within
the millennial target. The exclusivity of the microsite to Nissan-owners is a way to build a shared com-
Replace with The
munity while enhancing the Nissan ownership experience of convenience, ease, and staying social.
microsite allows

!""#$%&'(%)*+,+-./%
Nissan-owners to
build a....
B'%4":*-%1'*"%:E'(<%5'6%9+$$:-%0:-%!""#%&'(%)*+,+-.Q%
,+$+<%&'(*%4'0:4%9+$$:-%)":4"*$5+#/

!""#$&'()*+,+-./0'1%23%1')"4%$5'6-/%7"*$+'-8%9+$$:-%;4<+1:%='(#"/%2><"*+'*%='4'*8%?")/%@-<"*+'*8%A4'-)%=4'<5/%B*:-$1+$$+'-8%3<*'-+0%=7BC%D='-<+-('($4&%7:*+:E4"%B*:-$1+$$+'-F%6+<5%1:-(:4%1')"/%G$")%H'*%
;),"*<+$"1"-<%#(*#'$"$%'-4&/%I'%-'<%0'1#:*"%1')"4$%E"H'*"%JKLJ/%M<&4"%'H%0:*%1:&%,:*&/%B5"%9+$$:-%M&1E'4%+$%:%<*:)"1:*!%'H%9+$$:-%N'<'*%='/%O<)/%:-)%1:&%-'<%E"%($")%'*%*"#*')(0")%6+<5'(<%#*+'*%6*+<<"-%
:#*',:4/%P%JKLL%9+$$:-%N'<'*%='/Q%O<)/

20 21

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Using Facebook and Twitter E ectively Interactive Dealership Display
Nissan’s Facebook fan page will
function as an integral part of the
social media campaign. The goal
of this platform will not only be Our interactive
aimed at sharing content aligned dealership display
with the “What Keeps You Driv- aims to register
ing?” campaign, but also at estab-
lishing a larger fan base. Non-fans Millennials on
the microsite in
‘like’ Nissan —in order to view hopes of creat-
the page in its entirety.
ing a long-lasting
Once a fan has gained access, he/ relationship with
she will be able to interact with the brand
the brand through posts, pictures,
and even through sweepstake en-
tries. There will be a tab available
for the ‘What Keeps You Driving?’
sweepstakes, as well as one to

In select DMA dealerships, these LCD panels will be utilized as a jumpstart to support our Nissan micro-
site: What Keeps You Driving? Upon purchase of a vehicle, the salesperson will lead the new owner to
the innovative touch-screen panel to set up an account for the microsite. The simple process will ask for
Twitter will also be a critical com- -
!"##$%&#'()*)+,

ponent of Nissan’s social media name and password, age, car model, sold by, etc. The last step will be to have a picture taken through
campaign, especially when target-
ing Hispanic and African Ameri-
can Millennials. their microsite account, a way to become familiar with the site before even leaving the dealership. In the
last step, the panel will print out the documented information to have as a keepsake and for their per-
To promote Nissan via Twitter,
we will encourage Millennials to
use our tagline with the hashtag Through the panels, we hope the consumers absorb an innovative experience and with hope the ac-
#keepsmedriving. This will open
the doors for interaction and connection from the consumer to the brand, as if he or she is joining this exclusive Nissan community in
engagement with our target audi- an off-road experience.
ence.

22 23

V4-%8# V4-%8#

WHY EVENTS? Hispanic Americans African Americans Chinese Americans

36th Annual Calle Ocho Festiva BET Awards Comic Con
With a total of nine events, we chose three
events targeted towards African American, In 2013, Black Entertainment Television will host their Comic Con is held every year in mid-July at the San
Asian American, and Hispanic millennials.
Held every March in Miami, FL, Calle
Held every March in Miami, FL, Calle Ocho draws
13th BET Awards Show at the Shrine Auditorium in Los Diego Convention Center. Last year it was a sold-out
over 1 million attendees as they pay tribute to America
Ocho drawsHispanics. Many people come to
for welcoming all over 1 million attend- Angeles, CA. The show was established to celebrate event bringing approximately 130,000 people to the
African Americans in music, acting, sports and other -
The events were chosen based on high at- ees as diverse, pay music Puerto Rico,of various
enjoy the
they food, tribute culture Dominican
latino backgrounds, including
and
to America
tendance of multicultural millennials. They for welcoming all Hispanics.Venezuela,
Republic, Cuba, the Caribbean, Colombia, Many are presented annually and broadcasted live on BET. The convention is the largest in the Americas.
were also chosen because the areas where
the events are held have a high population
people Honduras, Haiti, Guatemala,diverse,
Nicaragua,
come to enjoy the Costa Rico,
Mexico, Chile, Ecuador, Panama, Peru and more. Should we include a picture for one
of that particular demographic. food, music and culture of various NBA All-Star Game of the Chinese Events?
latino backgrounds The NBA All-Star game is to be held in Toronto Canada
At these events we will have many Nissan for March 2014. The game is the featured event of the
banners displaying our tag line, “keeps you All-Star Weekend, and it is held on a Sunday night. All-
2013 Chinese New Year’s Festival
driving.”. We will also have a table set up
36th Annual Calle Ocho Festiva Star Weekend also includes a number of popular exhi-
bition games and competitions featuring NBA players
at these events with members of our street At the beginning of early January, the Chinese celebrate
Held every March in Miami, FL, Calle and alumni as well as players from the WNBA and D-
the New Year. Beginning in 2012, the festival will be
team answering questions. They will also League. The All-Star Game is usually the highest rated
be giving out Nissan promotional items Ocho draws over 1 million attend- held in Los Angeles, CA as it is expected to bring in an
(January to March) of the cable television season. estimated 100,000 visitors from all over the Southern
such as t-shirts and coosies that display our ees as they pay tribute to America California region. At the event, there are vendors offer-
tag line.Take out . after the "keeps you driving." for welcoming all Hispanics. Many ing unique gifts and specialty items, food booths with
Take out also in third sentence Taste of Chicago various types of delectable items, amusement rides,
people come to enjoy the diverse, and lots of live entertainment.
We will take videos at the event with the
target market answering the question: food, music and culture of various
14th Annual Latin Grammys Held during the last week of June, the Taste of Chicago
has grown to be the world’s largest outdoor food fest.
“What keeps you driving?”. This will help latino backgrounds Attracting upwards of 3 million people each year, many
The Latin Grammys will take place in November 2013.
people come to taste the different foods, listen to live
The awards recognize outstanding achievement in the
music, and enjoy exploring this Windy City.
them to make sure to keep checking the
Make micro site one word. 36th Annual Calle Ocho Festiva
music industry, primarily those produced in Spanish or Fast & The Furious Premiere
site to see their interviews. Portuguese. In 2011, there were approximately 11.1
Last sent: We will tell them
million viewers.
The Fast and the Furious ”Fast 6” is anticipated to be
to keep checking.. Held every March in Miami, FL, Calle released Memorial Day weekend, May 24, 2013. Di-
Being at these events will show our target
Ocho draws over 1 million attend- rector Justin Lin stated in an interview that he intends
market that we understand things they like 2013 FIFA World Cup to get Vin Diesel, Paul Walker, Eva Mendes, Dwayne
to do. These events are all great ways to ees as they pay tribute to America Johnson and Tyrese Gibson back as well as others,
quickly generate buzz and effective PR. for welcoming all Hispanics. Many
The futbol match will be held in Brazil through the
“Fast 5,” which made more than any other previous
month of June. During the last World Cup, held in
South Africacome to enjoy the diverse,
people of 2010, the United States averaged 2.1 Fast and the Furious counterpart, the sixth is expected
to bring in the most money, as they have largest budget
food, music and culture of various
rating, with 2.2 mm HH and 3.2 mm views over the 64
games.
latino backgrounds

24 25

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Nissan Cash Cab: Campus Tour Nissan Cash Cab: City Tour
The Cash Cab tour will feature a Nissan cab. This cab will drive around the area giving rides to MC mil-Change MC to The City-State Nissan Tour will be following the Cash Cab Campus Tour. This tour will go to cities with
lennials. At random, we will offer riders a chance to win Nissan prizes and/or cash. Questions will be multicultural a high population of MC millenials. Some of this tour will collide with events going on in these cities.
asked about the Campus and Nissan. Take our and/or
test-drive the car models or choose the augmented reality version on our augmented reality racing game.
cash.
Accompanying the Cash Cabs will be a customized Nissan tour bus. A Nissan event set-up will be We’ll be visiting the following cities:

event team answering any questions and supervising the test drives. Students will have the opportunity State DMA
to test-drive out our virtual reality/augmented reality test-driving racing game.
Take out MC
We have chosen colleges that have a high population of each MC Millennial. The tour will travel to California Los Angeles, San Diego, San Francisco
Historically Black Colleges with a high enrollment of African-Americans, colleges with over a 60% His-
panic population and campuses with a high Chinese-American population. Eight colleges were chosen Florida Hialeah, Miami, Tampa, Orlando
for each ethnicity so we could target each MC millennial evenly. We will be visiting the following Cam-
puses on our college tour: Change 2nd to last sent to: Eight colleges were chosen for each Georgia Atlanta, Duluth
ethnicity.
Illinois Chicago
African American Hispanic American Chinese American
Maryland Baltimore

Howard University Texas A & M International University of California Massachusetts Boston
University
Morehouse College Riverside New York New York City
University of Phoenix
Hampton University Polytechnic University NY Philadelphia Philadelphia, Pittsburgh
The University of Texas-Pan
Tuskegee University American Rutgers Texas Austin, Dallas-Ft. Worth, Houston

Xavier University of Texas State Technical Col- University of Pennsylvania Washington, D.C.
Louisiana lege
University of Maryland
Florida A&M University Boricua College
Cornell University
North Carolina A&T State Los Angeles Mission
University College Stanford

North Carolina Central Miami Dade College Massachusetts IT
University
New Mexico State
University

26 27

U30=08"0%$>&N013 U30=08"0%$>&N013

Nissan Cash Cab: Campus Tour

Nissan Cash Cab: City Tour

28 29

:-9"$&F@X-W8"4-# :-9"$&P>0BWD$38

Media Objectives and Strategies J.F.M A.M.J Ju . A . S O.N.D

Objective: Target MC Milleninals to increase MC market share Special messaging Special messaging
Strategy: Use targeted print and TV spot placement in key DMAs regarding Black His- regarding Hispanic

TV & Print
tory Month will be Heritage Month will
O: Increase word-of-mouth and generate buzz published during the be published during
month of February the month of Octo-
S: Focus on and generate events that target MC Millenials
be purchased due to
O: Create a powerful digital connection with consumers the holiday season
S: Use Social Media to engage with consumers and increase awareness
Heavier monitor-
O: Maximize ROI

Digital & Social
ing due to holiday
S: Advertise year-round with pulsing during Hispanic Heritage Month, Black History Month and the holiday
season
season

SUGGESTED MEDIA VEHICLES
MEDIA BUDGET
Print Vehicles
Considering magazines with high MC Millennial
Production $15 million readership
Calle Ocho Festival FIFA World Cup in Latin Grammys (lo-
Examples: Cosmopolitan, People, Forbes

Lifestyle Events
TV $50 million
All-Star Game in Con in San Diego,
Taste of Chicago Fes- CA
Print $1 million Chinese New Year
Festival in Los Ange- Fast and the Furious
Digital $1 million les, CA VI Premiere (Loca-
tion TBD)

Social $1 million
Cash Cab Promotional Tour
Promotions $5 million

Promotions
Point of Purchase $1 million

Events $27 million

TV Vehicles
$100 million Considering spot TV in DMAs with high MC composi-
Indicates pulsing
tion and during programming popular among MC

Indicates advertising
30 31

:-$#13-#&0R&J1WW-##
RESEARCH EXECUTIONS MEDIA SUCCESS

We will be analyzing and tracking important variables of our campaign to make certain that our ob-
jectives are being met. The success of our campaign will be measured by the success of each of these
variables. We will be analyzing the following variables:

MULTICULTURAL SHARE
Our overall marketing goal is to increase total Multicultural Share. We will measure this by the increase
in sales for each multicultural millennial audience by quarter.

Monthly tracking studies will be done on the following to measure impact of the campaign:
- Number of sales from 18- 29 year-old MC Millennials
-Retention rate of the target market
- Brand awareness
- Overall perception of Nissan
- Perception of dealership experience

DIGITAL EXPERIENCE
-We will track campaign success via Facebook and Twitter Analytics. Success of these social media ve-
hicles will also be analyzed by monthly reports completed by employees monitoring the pages.

-Google Analytics will be used to track the success of our micro site.
-The perception of all of these digital aspects will be evaluated by surveys before, during and after the
campaign. These surveys will strictly be given to members of the designated target market.

-The number of users that are signed up for our micro site will show us how effective many aspects of
our campaign were. Since this site will be promoted through our events and other areas of our cam-
paign, this will show an effective measure of success.

RECALL SURVEYS:
Survey consumers of our target market to make sure we are reaching an adequate number. These will be
done at the end of the campaign and will mostly focus on the recall of our television spot and print ads.

32

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