NSAC 2012 -

2
3
4
5
6
10
11
12
13
14
16
22
24
28
29
30
31
32
EXECUTIVE SUMMARY
OBJECTIVES
NISSAN BRAND
COMPETITION
RESEARCH
TARGET
GEOGRAPHY
BRAND DESTINATION
BIG IDEA
CAMPAIGN
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
TIMELINE
RETURN ON INVESTMENT
EVALUATION
APPENDIX
TEAM
NISSAN CAMPAIGN PROPOSAL

2
EXECUTIVE SUMMARY
Nissan is truly an exciting advertising challenge. Most brands
struggle to gain momentum, yet Nissan is rapidly gaining market
share. It is on course to deliver one new model every six weeks and
15 advanced technologies per year.
The challenge is to add to the brand’s ongoing success and leverage
Innovation for All with Multicultural Millennials. Building a legacy
of innovation with this generation will assure continued sales
momentum.
The task is to discover insights on how to emotionally engage this
target market to create lasting favorability. This is our integrated
and persuasive plan to help Nissan reach its goal of becoming one
of America’s automotive leaders.
So, let’s get started.
TARGET
The Multicultural Millennial target includes Chinese, Hispanic and African-
Americans. They are named the “Transculturals” because they fluidly move
from one culture to another. These millennials share universal truths, yet still
maintain cultural differences.
CREATIVE STRATEGY
The creative strategy builds on the Innovation for All platform by highlighting
the emotional benefit. Nissan makes it easy for consumers to express
themselves by giving them access to innovation. Innovation becomes a
destination for achieving possibilities.
POSITIONING
By positioning Nissan as the destination for achieving life’s possibilities, the
campaign makes Nissan a relevant part of Transculturals’ lives.
CREATIVE EXECUTION
This campaign uses symbols to tell stories and connect Transculturals to
the Nissan brand. Symbols have universal meaning. They are adaptive to any
culture or advertising situation and add iconic imagery to Nissan’s advertising
equity.
CONNECTION
The campaign reaches the target through a combination of paid, earned and
owned media encompassing all consumer touchpoints. It uses broadcast,
digital, print, promotions and sponsorships in fun, engaging and innovative
ways.
NISSAN EXPERIENCE
The campaign makes the Nissan brand more engaging and transforms the
buying experience.
CONCLUSION/ROI
The plan will reach 90% of Multicultural Millennials with a compelling
message. The result is $66 of revenue for every $1 spent on advertising.

3
OBJECTIVES
The challenge is to develop a fully-integrated marketing communication campaign to increase Nissan’s
domestic market share and favorability among Multicultural Millennials. To accomplish this, a plan has
been developed to increase market share from 13% to 18%.
The automotive industry is poised
for growth barring an unforeseen
spike in energy prices or a double-dip
recession.
PENT-UP DEMAND
Demand for new cars is rising because
the average owned vehicle is 11 years
old.
ATTRACTIVE NEW CAR PRICING
Vehicle shortages driven by the
Japanese earthquake have caused new
cars to be priced at or below used car
prices for the first time in history.
AVAILABLE CREDIT
Historically low interest rates and
readily-available credit.
EXCITING INNOVATIONS
Automakers are adding more advanced
technological features to new car
models, making them attractive to the
consumer.
ECONOMIC UNCERTAINTY
Rising energy costs and slow economic
expansion are the key barriers to
achieving significant industry growth.
INDUSTRY ANALYSIS
BRAND PURCHASE FUNNEL FOR
MULTICULTURAL MILLENNIALS
90% aware of campaign
10% test drive
33% buy
50% consider purchasing
total population
20,000,000
18,000,000
9,000,000
900,000
300,000

4
NISSAN BRAND
HELPFUL
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
HARMFUL
EXTERNALINTERNAL
• Established brand within car industry
• Diverse selection of cars with wide range of prices and appeal
• Innovative technological developments
• Large domestic production relative to other Japanese brands
• Sales leadership momentum
• Entering new car segments
• Lack of marketing to Multicultural Millennials
• Low new model awareness
• Lack of emotional brand connection
• Established competitors for Multicultural Millennials
• Global profits reduced by strong yen
• Rising gas prices
• Economic uncertainty
• Increased demand for new vehicles due to shortage of used cars
• Growing purchasing power among Multicultural Millennials
• Toyota and Honda have decreasing market share
Nissan is positioned to capitalize on category growth.
Nissan grew by 25% in 2011 while Toyota and Honda lost ground.

5
COMPETITION
Automakers compete largely on new technology, style and price.
Nissan must bring innovation to an emotional level to set itself apart from
established Multicultural Millennial programs and celebrity-driven campaigns.
“CHEVY RUNS DEEP.”
• 3,084 dealerships
• Targets first-time car buyers by testing new cars at high school and college campuses
• New Chevrolet MyLink technology connects to smartphones
“THE POWER OF DREAMS.”
• Targeted “LeapList” campaign encourages millennials to create a bucket list online
• Advanced all-wheel drive system
“BUILT FOR THE ROAD AHEAD.”
• Celebrity-driven campaign that has charity tie-in with the Tom Joyner Foundation
• New Sony sound systems and blind-spot information technology
“NEW THINKING. NEW POSSIBILITIES.”
• 820 dealerships
• Targeted millennial campaign using headlines like “asphalt boom box” and “uber drive”
• Applying holographic displays and solar cell technologies
“MOVING FORWARD.”
• Markets to Hispanic and Asian-Americans by using novelas and Japanese animation
• Pre-collision systems with avoidance assistance

6
RESEARCH
QUANTITATIVE RESEARCH | ONLINE SURVEY (1,575 RESPONDENTS)
OBJECTIVES
• Understand the brand perception of Nissan among our target
• Understand the brand equity of Nissan advertising
• Gain insight into auto buying habits
• Understand the link between Nissan and its models
STRATEGIES
• Primary quantitative and qualitative methods were used with
secondary research
• Specific methods include: online surveys, mind mapping,
ethnography, industry interviews, word association, picture
storytelling, social media analysis and iconoculture review
When you think of automotive brands, which ones come to mind?
2 TO 1
Are you familiar with the Nissan brand?
25%
How familiar are you with these Nissan models?
45% are familiar with the Nissan Rogue
48% are familiar with the Nissan Juke
71% are familiar with the Nissan Sentra
89% are familiar with the Nissan Altima
Are you familiar with the following advertising themes?
“Innovation for All” “Shift the way you move”
WHAT WE DISCOVERED
Multicultural Millennials prefer
foreign to domestic vehicles
will consider purchasing a
Nissan as their next vehicle
• Toyota owns top-of-mind awareness
• Nissan has low advertising equity
• Target prefers foreign over domestic vehicles
• Emotional disconnect between innovation and Nissan
• Unfamiliarity with Nissan’s new models
42%
58%
33% 15%
37% 34%
60.2%

7
QUALITATIVE RESEARCH
WORD ASSOCIATION (50 RESPONDENTS)
ICONOCULTURE REVIEW (3,000 RESPONDENTS)
SENTENCE COMPLETION (50 RESPONDENTS)
PICTURE STORYTELLING (50 RESPONDENTS)
WHAT WE DISCOVERED: Unaffordable, unreliable and white-collar are
associated with Nissan.
WHAT WE DISCOVERED: The target wants a low-maintenance car that
seamlessly fits their lifestyle.
WHAT WE DISCOVERED: Nissan drivers are perceived as smart, successful and
sophisticated, yet spoiled.
WHAT WE DISCOVERED: The target perceives the brand as stylish,
environmentally conscious and technologically advanced.
74% want a car that is economical and easy to maintain
71% want a vehicle that is versatile and supports their lifestyle
54% personalize their car to reflect their individuality
47% pay close attention to the design of their car
42% will pay more for a car that has the latest features
ELEGANTE
UNAFFORDABLE
UNISEX
UNRELIABLE
WHITE
ATRACTIVO
COMFORTABLE
CAREEREXCITED
IDEAL
FUN
DIVERTIDO
TECHNOLOGY
BARATO
COSTOSO
ABBURRIDO
EDUCATED
BORING
SLEEK
EFFICIENT
SOFISTICADO
OLD SCHOOL
ATTRACTIVE
引人注目的
可靠的
興奮的
乏味的
COLLAR
• Nissan is for people who are successful
• Whenever I think of a Nissan model, I think sleek
• If you bought a Nissan today, your friends would say you’re spoiled

MIND MAP (50 RESPONDENTS)
WHAT WE DISCOVERED: Nissan is associated with style, features and experiences.
RESEARCH
8

9
Toyota and Honda dominate
top-of-mind awareness.
Target lacks clear
perception of Nissan.
Nissan has low
advertising equity.
There is a weak
emotional tie between
innovation and Nissan.
There is a disconnect
between Nissan
and its new models.
BARRIERS TO OVERCOME
LISTENING-IN-ONLINE (1,250 RESPONDENTS)
WHAT WE DISCOVERED: Reliability issues are a popular online topic.
DEALERSHIP INTERVIEW AND ETHNOGRAPHY (50 RESPONDENTS)
WHAT WE DISCOVERED: Multicultural Millennials are most comfortable buying from people they can identify with.

10
CONFIDENCE
COMMUNITY
HISPANIC
Hispanic-Americans are
culturally linked to Nissan,
given its popularity in Mexico.
INDEPENDENCE
TREND-SETTING
TARGET
The target is called “Transculturals” because they fluidly move from one culture to another.
Transculturals share universal truths yet maintain cultural differences.
PRIDE
CULTURE
FINANCIAL SECURITY
AFRICAN-AMERICAN
African-Americans prefer Nissan’s style but
often find it unaffordable.
CHINESE
Chinese-Americans prefer Japanese
cars, with Toyota and Honda being
their top choices.
TRADITION
FAMILY
AMBITION
AUTHENTICITY
PASSION
SECURITY
STYLE
EDUCATION
SHARED VALUES SHARED CHALLENGES
BUDGETS
TIME CONSTRAINTS
STEREOTYPES
AUTHENTICITY
AMBITION
PASSION

11
GEOGRAPHY
1012
5
7
6
4
2
9
1
3
8
11
Twelve opportunity markets have been selected based on penetration of Transculturals for special support.
A national umbrella campaign will support all markets.
% of US % of Transculturals Penetration IndexDMA MARKET LIST
29.0% 50.4% 174
1. Atlanta
2. Chicago
3. Dallas / Ft. Worth
4. Houston
5. Los Angeles
6. Miami / Ft. Lauderdale
7. New York
8. San Francisco / Oakland
9. Washington, D.C.
10. Phoenix
11. Orlando
12. San Diego
TOTAL
1.6 2.6 163
3.0 4.6 153
2.1 3.8 181
1.7 3.8 224
5.0 9.2 184
1.4 2.8 200
7.4 10.3 139
2.3 3.9 170
1.2 3.0 250
.95 2.2 232
1.5 2.3 153
0.8 1.9 238

12
BRAND DESTINATION
CONSUMER INSIGHT
This reveals the emotional connection behind the Innovation for All campaign.
INNOVATION FOR ALL
ACCESS TO QUALITY AND EXCITEMENT
DEMOCRATIZES INNOVATION
FREEDOM OF EXPRESSION
HW-88
HW-88
4
3
2
1

13
HUMAN TRUTH
“I am what I drive”
BRAND TRUTH
Gives Consumers the freedom to
own a car that fits their personality.
NISSAN MAKES IT...
WHY THE IDEA WORKS
It highlights the universal truth that
freedom means it’s possible.
BIG IDEA
POSSIBLE

14
CAMPAIGN
NISSAN POSSIBLE
Nissan is democratizing innovation. By giving consumers access, it
opens up their world. Nissan makes it possible. Innovation becomes a
destination for achieving possibilities.
POSITIONING
By positioning Nissan as the destination for achieving life’s possibilities,
the campaign makes Nissan relevant to Transculturals’ lives.
EXECUTION IDEA
The campaign uses symbols to tell stories and connect Transculturals
to Nissan and its brands. This approach is unique in the automotive
category. It maintains brand consistency by not using spokespeople or
celebrities in the advertising.
WHY THE IDEA WORKS
Symbols have universal meaning. They are adaptive to any culture
or advertising situation. Symbols add an iconic imagery to Nissan’s
advertising equity. They are timeless yet timely.
ART DIRECTION
The campaign uses symbols in a variety of ways to link Transculturals
with Nissan brands. Advertising follows brand guidelines of using
bold and bright colors. The checkerboard style grid is used to extend
Nissan’s brand equity.
CALL TO ACTION
The campaign directs Transculturals to the Nissan Possible campaign
microsite. Transculturals are invited to engage, shop or connect to a
local Nissan dealer.
INNOVATION FOR ALL
Innovation for All is featured on all advertising to support each
model’s innovation concept.
TAGLINE
“Shift your ” is the recommended evolution of Nissan’s tagline
“Shift the way you move.” This provides a stronger emotional link
between the brand and the consumer. “Shift your ” mirrors how
Nissan helps Transculturals shift something positive in their life.
COPY / LANGUAGE
This campaign is adaptable to any language and culture. Copy is
tailored to the predominant language of each media vehicle. For
example, a print execution in Latina will be in Spanish.
QR CODES
QR codes provide stories behind each symbol and direct
Transculturals to the campaign microsite.
The creative strategy builds on the Innovation for All platform by highlighting the emotional benefit.
By giving consumers access to innovation, Nissan makes it possible to express themselves.

15
CREATIVE WORK PLAN
WHY ARE WE ADVERTISING?
To help Nissan build awareness and lasting
favorability among Multicultural Millennials.
WHOM ARE WE ADVERTISING TO?
Transculturals, including Chinese, Hispanic and
African-Americans.
WHAT DO THEY CURRENTLY BELIEVE?
Nissan is stylish, yet it doesn’t always have the
cars that fit their lifestyle.
WHAT DO WE WANT THEM TO THINK?
Nissan brings innovation to the masses with
popular cars that fit everyone’s lifestyle.
WHAT IS THE MOST IMPORTANT THING TO SAY?
Nissan makes it possible to find the perfect car
that symbolizes my personality.
WHAT TONE DO WE WANT TO TAKE?
Fun, friendly and engaging.
MANDATORIES
Nissan logo, Innovation for All and QR codes.
“ Our campaign builds on the Nissan brand story.
Every piece of communication clarifies the brand.
Every model ladders up to the brand.
It is always Nissan...
or N Through A to Z ”
Phillip O’Connor, Nissan
AAF National Student Conference Washington D.C.
FROM | TO
Product
Unattainable
All
Car Company
People
Aspirational
Me
Caring Company

16
PAID | EARNED | OWNED
OBJECTIVES
• 90% reach/12x average frequency per month
• Provide additional support to 12 opportunity markets
• Support key sales periods and events
STRATEGIES
• Use traditional, non-traditional and digital media
• Use local media and promotions to support 12 opportunity markets
• Schedule support with emphasis leading into key sales events
• The campaign will be adjusted based on market and media dynamics
NATIONAL TELEVISION | ENGLISH LANGUAGE
WHAT: :7½ bookend and :15 primetime commercials on selective
programs on 8 broadcast and cable networks.
WHY: Programs have 50% or more Transcultural audience composition.
HOW MANY: 700 million impressions
HOW MUCH: $14,000,000
NETWORKS: CW, MyNetworkTV, MTV, VH1, Ovation TV, FOX Soccer
Channel, BET, TV One
NATIONAL TELEVISION | IN LANGUAGE
WHAT: :7½ bookend and :15 commercials on 5 broadcast and cable
networks.
WHY: Networks tailored to individual language and viewership.
HOW MUCH: $8,500,000
NETWORKS: Chinese: TVB8, TVBS
Spanish: Univision, Telemundo, Si TV
The Connection Plan consists of three media categories: paid, earned and owned.
Paid media is traditional media that is purchased on behalf of Nissan to activate the brand funnel.
7.5-second Bookends
DVR Proof
Commercial Break
:7.5 :7.5:30 :15:30

17
NATURAL
SAVE
SING
Cut to Natural.
V.O.: Natural.
Cut to Save.
V.O.: Save.
Cut to Sing.
V.O.: Sing.
Cut to Shift Your Perception.
V.O.: Shift your perception.
Cut to Shift Your Investment.
V.O.: Shift your investment.
Cut to Shift Your Stage.
V.O.: Shift your stage.
Shrink previous shot into Nissan
Possible branding.
V.O.: Nissan Possible.
Possible branding.
Possible branding.
Open with Possible.
Open with Possible.
Open with Possible.
Cross-fade to tree, looking still like
a painting.
Cross-fade to money falling into
shot from the top of the screen.
S.F.X.: Fluttering paper.
Cross-fade to microphone, pan
camera around 180 degrees.
S.F.X.: Subtle feedback.
Pan right to car, petals fall into the
frame.
S.F.X.: Gentle Breeze
Car speeds through the money,
scattering the bills.
S.F.X.: Speeding car, paper
fluttering more aggressively.
Cross-fade to car.

PRINT | COLLEGE / UNIVERSITY NEWSPAPERS
WHAT: 20 half-page spread, 4-color ads in 24
university community college newspapers in 12
opportunity markets.
WHY: 82% of college students have read their campus
newspaper in the past three months.
HOW MUCH: $1,500,000
AFRICAN AMERICAN
Vibe: 5 spreads: $668,000
Source: 6 spreads: $283,000
Essence: 12 spreads: $2,400,000
CHINESE
Hyphen: 2 spreads: $1,400
Thirteen Minutes: 6 spreads: $3,600
Audrey: 4 spreads: $24,000
HISPANIC
People en Espanol: 11 spreads: $1,640,000
Latina: 10 spreads: $880,000
PRINT | MAGAZINE
WHAT: 56 full-color spreads in 8 magazines.
WHY: 60% or more Transcultural readership.
HOW MUCH: $5,900,000
18

20
SEARCH ENGINE MARKETING
WHAT: Build on Nissan’s existing SEM on Bing, Yahoo! and Google.
WHY: Use specific keywords to drive Transculturals to the campaign
microsite.
HOW MUCH: $1,000,000
KEYWORD EXAMPLES: Nissan Possible, Innovation Station,
Shift your -
STREAMING VIDEO
WHAT: Behaviorally targeted pre-roll ads on YouTube and VEVO.
WHY: 60% of our target audience visit YouTube and VEVO at least
once a month.
HOW MUCH: $4,000,000
INTERACTIVE WEBSITE BANNERS
WHAT: Behaviorally targeted interactive banners on high Transcultural
trafficked sites.
WHY: Transculturals are 2 times more likely to click on banner ads.
HOW MANY: 1.4 billion impressions
HOW MUCH: $7,000,000
BANNER ADS ON PANDORA SPOTIFY
WHAT: :15 audio spots and accompanied banners.
WHY: Most popular music-streaming platforms.
HOW MUCH: $4,000,000

21
INTERACTIVE DIGITAL MALL DISPLAYS
WHAT: Interactive digital mall displays in 12 opportunity markets.
WHY: Allow consumers to use symbols to interact with the brand.
HOW MUCH: $2,000,000
ADDED VALUE
WHAT: Negotiate free banner ads on websites of purchased media.
WHY: Increase reach by 10%.
HOW MUCH: Free as bonus weight
CONSIDERED, BUT NOT RECOMMENDED
WHAT: Radio
WHY: Radio is highly localized and used by Nissan dealerships.
Wi-Fi TRANSIT SHELTERS
WHAT: 18 Wi-Fi transit shelters in 12 opportunity markets.
WHY: Provide free Wi-Fi access in unexpected locations to create buzz.
HOW MUCH: $4,300,000
CINEMA
WHAT: :15 commercial during previews in 75 selected theaters in 12
opportunity markets.
WHY: Cinema advertising recall is three times greater than television.
HOW MUCH: $2,000,000

22
OBJECTIVES
• Create lifestyle events, promotions and
sponsorships that will generate PR and social
media buzz
• Build ongoing partnerships that foster lasting
favorability among Transculturals
• Build on existing Nissan efforts to reach the
community
STRATEGIES
• Develop events, promotions and
sponsorships that have universal appeal to
Transculturals
• Develop partnerships that will extend the
campaign
• Schedule events and promotions in a phased
approach to generate ongoing buzz
Earned Media is non-traditional media, sponsorships and events that
make Nissan a part of the consumer conversation.
NISSAN POSSIBLE ARTS FESTIVAL
HOW IT WORKS
Nissan Possible arts festivals in 12 opportunity
markets showcase local artists, musicians and vendors.
Nissan partners with local restaurants to provide food
trucks that use Twitter to promote the festival.
WHY IT WORKS
This connects the Nissan brand with artistic and
culinary innovators.
HOW MANY: 40,000,000 impressions
HOW MUCH: $240,000
MAKE IT POSSIBLE - VIDEO CONTEST
HOW IT WORKS
Make It Possible Video Contest introduces symbols
in a new and exciting way. Participants submit videos
that tell a life story using a symbol that ties to a car.
Nissan will reward the creator of the video with the
highest number of views with a new Altima.
WHY IT WORKS
Like Doritos’ Crash the Super Bowl campaign, which
achieved 1 billion media impressions, the video contest
creates opportunities to engage Transculturals.
HOW MUCH: $200,000

23
NISSAN ENTERPRISE PARTNERSHIP
HOW IT WORKS
Nissan will be the exclusive provider for WeCar on
military bases and college campuses.
WHY IT WORKS
Capitalizes on the growing car-sharing trend.
HOW MUCH: Negotiate with Enterprise.
STREET BASKETBALL TOUR
HOW IT WORKS
Nissan sponsors the Street Basketball Association
competitions in 12 opportunity markets. Promotion of
these events will be aired on BET.
WHY IT WORKS
Basketball has the highest sports viewership and rate
of participation among our target.
HOW MUCH: $1,200,000
MEDIA PARTNERSHIPS
HOW IT WORKS
Partner with Vibe to sponsor new artists that will be
featured in the Nissan Possible Celebration of the
Arts tour.
WHY IT WORKS
Sponsorship generates online and social media
interest just like the “Reebok We R Classic”
campaign.
HOW MUCH: Included with Paid Media.
PROJECT GRAD PARTNERSHIP
HOW IT WORKS
Partner with Project GRAD to provide Nissan Possible
scholarships to extend Nissan Neighbors program to
12 opportunity markets.
WHY IT WORKS
Creates positive ongoing presence in the multicultural
community.
HOW MUCH: $1,000,000
NISSAN INNOVATION STATION TOUR
HOW IT WORKS
A mobile version of the Innovation Station travels to
malls and universities in 12 opportunity markets.
WHY IT WORKS
Like the UK Innovation Station, which received 1.7
million visitors in its first 3 months. The tour will
engage our target.
HOW MUCH: $3,000,000

24
OBJECTIVES
• Increase the number of NissanUSA Web site visits among Transculturals by 10%
• Increase time spent with Nissan’s online channels by 15%
NISSAN ONLINE DESTINATION EXPERIENCE
The “Nissan Possible” microsite is the hub for the campaign and will link to NissanUSA.com.
VERSA
SHIFT_ your music.
Starting at $10,990
+ 109-hp 1.6-liter
+ 4-cylinder engine
+ 30 city MPG
+ 38 hwy MPG
Six Standard air bags
Anti-lock Braking System
CD audio system with
auxiliary audio input jack
Stretch things out - VERSA
has class-leading legroom
INNOVATION FOR ALL
Home
What’s
New
Test
Drive
Submit
a story
POSSIBLE.
When users click on a symbol, they are taken
to a landing page that highlights the car
model and the backstory about the symbol.
Owned Media allows Nissan to create an online
destination experience by controlling the channels.

25
FACEBOOK GAME
HOW IT WORKS
Develop a simulation game where players build and manage their own virtual
Nissan car dealerships.
WHY IT WORKS
80% of Facebook users play simulation games.
PINTEREST PAGE
HOW IT WORKS
Nissan extends the
“Possible” campaign on
the photo-sharing website
Pinterest.
WHY IT WORKS
Pinterest is the fastest
site in history to reach 10
million unique visitors.
AUGMENTED REALITY APP
HOW IT WORKS
A mobile application that lets potential buyers virtually see their favorite Nissan
model in their driveway.
WHY IT WORKS
Millennials are 28% more likely to own a smartphone.
RECOMMENDED CHANGES TO THE NISSAN BRAND EXPERIENCE
YOUTUBE PAGE
HOW IT WORKS
Nissan’s YouTube
page makes it easy for
Transculturals to share
their stories.
WHY IT WORKS
Over 4 billion YouTube
videos are viewed daily.

26
NISSAN CONQUEST PROGRAM
Nissan capitalizes on the opportunity to
take market share from Toyota and Honda.
HOW IT WORKS
Customized invitations containing
personalized URLs (PURLs) will be mailed
to targeted Honda and Toyota owners who
have vehicles that are at least 5 years old.
Users will be offered special incentives to
switch to Nissan.
WHY IT WORKS
PURL programs have proven to be 50%
more effective than other incentive-based
programs.
WHAT IT COSTS
$500,000.
Maria Lopez
1234 Any Street
Chicago, IL 60657
POSSIBLE.
Congratulations, Maria!
You can now trade in your Toyota
and earn up to $2,000 towards
a new Nissan of your choice.
Log on to your customized Nissan Web site
bit.ly/n6kkLA
to access your personal discounts
and get exclusive information
on our newest car models.
POSSIBLE.

27
THE DEALERSHIP EXPERI-
Transculturals dread the dealership visit. “Nissan Possible” makes it fun and interactive.
DEALERSHIP KIOSK
HOW IT WORKS
Interactive kiosks feature symbols that correspond
with Nissan cars. Users can schedule test drives,
view car specs and learn about Nissan’s financing
options.
WHY IT WORKS
The digital kiosk puts Transculturals in control of
the shopping experience. 55% say negotiating a car
purchase is worse than visiting the dentist.
COLLATERAL
Each car model has print materials that use symbols to link with product benefits.
NAMETAGS FOR STAFF
Makes the sales associate an ambassador for the campaign.

28
TIMELINE
Category Sales (2011)
Sales Events
Holidays
Weeks 1 8 15 22 39 6 13 20 27 3 10 17
PAID MEDIA
Television: 7.5 bookends/ 15-second
8 English Language Networks
5 In Language Networks
Print: Spread and 1/2 spread, 4-color
8 Magazines
24 College Newspapers
Digital
SEM
Interactive Website Banners
Vevo and YouTube Pre-roll
Pandora + Spotify
Added Value - Media Banners
Outdoor: 12 Opportunity Markets
Wi-Fi Transit Shelters
Interactive Digital Mall Displays
Cinema: 12 Opportunity Markets
15-second / 75 theaters
EARNED MEDIA
Video Contest
Make It Possible
Promotional Events
Nissan Possible Arts Festival
Street Basketball Tour
Innovation Station Tour
Partnerships
VIBE
Enterprise We-Car
Project Grad / Nissan Neighbors
OWNED MEDIA
Digital
NISSAN Web Experience
Conquest Program (PURL)
Facebook Game
YouTube Channel
Pinterest Page
Augmented Reality App
Dealership
Kiosk
Collateral
OTHER LINE ITEMS
Production
Agency Fee
Contingency
*
**
***
24
Memorial Day
6.9%
Jun-13Apr-13
6.9%
May-13
7.3%
Cost to be negotiated with Enterprise
Funded under paid media
These will be added as bonus weight with our paid media
Tent Sale
1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Feb-14
8.9%
Dec-13
9.7%
Jan-14
6.9%
Most Wonderful
Sale of the Year
Independence Day Labor Day Thanksgiving Christmas
New
Year/MLK
Chinese New
Year
Aug-13
Tent Sale
8.8%
Nov-13
8.1%
Jul-13
Funded under paid media
These will be added as bonus weight with our paid media
Sep-13 Oct-13
8.9% 7.9%8.1%
Impressions Cost ($)
3 10 17 24 31
700,000,000 14,000,000
425,000,000 8,500,000
195,000,000 5,900,000
30,000,000 1,500,000
333,000,000 1,000,000
1,400,000,000 7,000,000
34,800,000 4,000,000
444,000,000 4,000,000
132,000,000 *
287,000,000 4,300,000
80,000,000 2,000,000
135,000,000 2,000,000
100,000,000 200,000
40,000,000 2,000,000
80,000,000 1,200,000
120,000,000 3,000,000
1,400,000 **
1,330,000 ***
30,000,000 1,000,000
20,000,000 500,000
500,000 500,000
500,000 233,000
550,000 225,000
250,000 25,000
300,000 250,000
20,000,000 1,650,000
1,100,000 5,517,000
17,000,000
7,500,000
5,000,000
4,611,730,000 100,000,000
TOTALMar-14
11.6%
Bottom Line Sales
Event
23058 Annual GRPs
Monthly: 95% Reach/20 avg. frequency

29
BUDGET
The $7.5 million agency fee is an estimate of
the hours it will take to provide Nissan with
a dedicated team of management, planning,
creative, media, public relations, production,
traffic, social media and digital development.
Cougar Concepts will review agency hours
with Nissan on a semi-annual basis to make
adjustments to the fee accordingly.
The plan reaches 90% of Multicultural
Millennials with a compelling message. If 15%
of those who are aware of the advertising
make a purchase, an additional $6.7 billion of
revenue will be generated.
The result is $66 of revenue for every
$1 spent on advertising.
*Nissan Purchase Funnel and ROI Calculation
Market share goal is to increase from 13% to 18% for our target. The case study has 13% market share which equates to 200,000 units. An 18% market share would equate to 300,000 units. The target market is 20 million.
Reaching 90% would be 18 million. If 50% consider Nissan, that would be 9 million. If 10% visit a dealership and test drive a car, that would be 900,000. If 1 out of 3 are converted to a purchase, that would be 300,000 units
sold. Return on investment is calculated by 300,000 units multiplied by an average $22,300 per car, which equates to $6.7 billion. The advertising budget of $100 million would be 1.5% of sales. This is less than the 2.1% A to
S ratio cited in the latest Nissan annual report. This is $333 of advertising per unit sold, which is less than the normal $500 per unit sold. $6.7 billion in sales is $66 in sales for every $1 of advertising.
TELEVISION
PRINT
OUT-OF-HOME
DIGITAL
PROMOTIONS
PRODUCTION
AGENCY FEE
CONTINGENCY
$100 MILLION TOTAL BUDGET
7.4%
8.3
%
22.5%
24.9%
17.0%
7.4%
7.5%
5.0%
19.4%
5.5%
COLLATERAL

30
PRE-TESTING (N=100)
The campaign has been pre-tested with Transculturals as well as other
millennials on likeability, uniqueness and motivation. Testing confirmed the
campaign is unique and will motivate consumers to shop Nissan.
POST-TESTING
Cougar Concepts will measure the market effectiveness of the campaign through:
• A post-wave to the benchmark awareness, attitude and usage study
• The number of impressions in the connection plan schedule
• The response to the Conquest program
• The number of leads to the “Nissan Possible” microsite
• The number of fans generated by social media
• The number of attendees to “Nissan Possible” events
COUGAR CONCEPTS ASKS YOU TO PROVIDE MEASURES OF:
• Overall sales for the target
• The number of leads to NissanUSA from the campaign microsite
• Sales from the Conquest program
• Dealership satisfaction of the overall campaign
The campaign will be closely monitored so that adjustments to media and
markets can be made.
CAMPAIGN EVALUATION AND FUTURE THOUGHTS
FUTURE THOUGHTS
The campaign adds to Nissan’s momentum to reach its fiscal Power
88 goals of 8% global market share and 8% corporate profit margin.
FINAL THOUGHTS
By democratizing innovation, Nissan makes it possible for consumers
to express themselves. This simple insight reveals the emotional
power of Nissan’s Innovation for All campaign. We connect this idea
to Transculturals by using symbols that tell stories. This campaign is
fully integrated and adds to the equity of the Nissan brand.
Cougar Concepts is confident this plan will meet your objectives.
Together, we make it “Nissan Possible.”
Thank you. When can we start?
Nissan Authorization
1. LIKEABILITY
2. UNIQUENESS
3. MOTIVATION
20%
40%
60%
80%
% that scored 8 to 10/10

31
APPENDIX
Interviews
Baker, Brad. Baker Nissan, Houston. 23 Jan 2012.
Bencomo, Anadeli. Personal Interview. 21 Feb 2012.
Conyers, James. Personal Interview. 25 Jan 2012.
Foldvari, Gustavo. “The Hispanic Millennial: An Insightful View into Their Lives.” NSAC Team Meeting.
Lopez Negrete Communications. Houston. 12 Jan 2012. Lecture.
Islam, Ahmad. “Targeting Multicultural Audience.” NSAC Team Meeting. Common Ground. University of
Houston, Houston. 14 Feb 2012. Lecture.
O’Connor, Philip. AAF-Student Conference. AAF. National Association of Homebuilders,
Washington D.C.. 10 Oct 2011. Keynote.
Zou, Yali. Personal Interview. 06 Feb 2012.
NSAC Research Partners
Ad-ology
Experian Simmons
Gettyimages
Nielsen
SRDS
Articles
Boudette, Neal, and Mike Ramsey. “U.S. Car Sales Rise Again.” Wall Street Journal.
02 Nov 2011: B3. Print.
Krisher, Tom. “Automakers Shift into High.” Houston Chronicle [Houston] 03 Jan 2012, B2. Print.
Ramsey, Mike., and Yoshio Takahashi. “Car Wreck: Honda and Toyota.” Wall Street Journal.
01 Nov 2011: B1. Print.
Ramsey, Mike, and Sharon Terlep. “Car Sales Rise on Discounts.” Wall Street Journal.
04 Oct 2011: B2. Print.
Online Articles
“Army and Airforce Exchange Service, Enterprise Rent-A-Car Bring Car Sharing to U.S. Military Bases.”
Enterprise Holdings. 10 Nov 2011. Web. 15 Mar. 2012.
Brodesserakner, Claude. “Chevy’s First Hispanic Film Integration Deal Spawns a Hit.” AdvertisingAge.
06 Sep 2007. Web. 15 Mar. 2012. http://adage.com/article/madisonvine-news/
chevy-s-hispanic-film-integration-deal-spawns-a-hit/120281/.
“College Students Addicted to College Newspapers.” MarketingVOX. MarketingVOX, 04 Jun 2008.
Web. 15 Mar 2012. http://www.marketingvox.com/college-students-addicted-to-
college-newspapers-039002/.
Fetto, John. “Power Trip Asians increase their buying power in the U.S. market..” AdvertisingAge.
01 Dec 1999. Web. 15 Mar. 2012. http://adage.com/article/
american-demographics/power-trip-asians-increase-buying-power-u-s-market/42913/.
Gasnier, Matt. “Best Selling Cars Around The Globe: Mexico, Nissan’s Kingdom.” The Truth About Cars.
The Truth About Cars, 30 Apr 2011. Web. 20 Mar 2012. http://www.thetruthaboutcars.
com/2011/04/best-selling-cars-around-the-globe-mexico-nissan’s-kingdom/.
Halpert, Julie. “Hyundai Marketing Boss: We’re Not Just a ‘Left-Brain Choice’.” AdvertisingAge.
10 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/news/
hyundai-marketing-boss-a-left-brain-choice/230305/.
Harper, Brian. “Big 3 make strong comeback.” National Post. 21 Feb 2012: n. page. Web. 15 Mar. 2012.
http://life.nationalpost.com/2012/02/21/big-3-make-strong-comeback-in-the-game-of-
selling-cars/.
Hirsch, Jesse. “The Food Truck Revolution Revs Up, With a Little Help.” New York Times. 01 Oct 2011.
Web. 15 Mar. 2012. http://www.nytimes.com/2011/10/02/us/the-food-truck-revolution-
revs-up-with-a-little-help.html?_r=2pagewanted=all.
Imada, Bill. “Don’t Be So Quick to Dismiss Power of Asian Consumers.” AdvertisingAge. 11 Oct 2010.
Web. 15 Mar. 2012. http://adage.com/article/news/quick-dismiss-power-asian-con
sumers/146385/.
Kageyama, Yuri. “Toyota’s New Pre-Crash Technology Directs Steering.” ABC News. 21 Jul 2011. Web.
15 Mar. 2012. http://abcnews.go.com/Technology/wireStory?id=14122323.
Lefton, Terry. “Nissan Steers Toward College Football.” SportsBusiness Journal. 22 Nov 2010: 16. Web.
20 Mar. 2012. http://www.sportsbusinessdaily.com/Journal/Issues/2010/11/20101122/
SBJ-In-Depth/Nissan-Steers-Toward-College-Football.aspx.
Moran, Charlie. “How Honda’s Using Hip-Hop to Spread the Word About Savings.” AdvertisingAge.
05 Mar 2009. Web. 15 Mar. 2012.
“Next Generation Of Minorities Focus Of Community Involvement Study.” Minority News. 15 Mar 2012.
Web. 15 Mar. 2012.
Rowinski, Dan. “Breaking Down the Most Used Android Apps by Age Demographic.” Read Write Web.
12 Dec 2011. Web. 15 Mar. 2012. http://www.readwriteweb.com/archives/
breaking_down_the_most_used_android_apps_by_age_de.php.
Slutsky, Irina. “’Urban’ Trope Misses a Large Swath of Black Consumers.” AdvertisingAge. 11 Oct 2010.
Web. 15 Mar. 2012. http://adage.com/article/news/marketing-urban-misses-a-large-
swath-black-consumers/146371/.
Stoute, Steve. “Targeting Millennials? You Have to Think Outside the Traditional Color Lines.”
AdvertisingAge. 17 Oct 2011. Web. 15 Mar. 2012. http://adage.com/article/guest-
columnists/traditional-color-lines-targeting-millennials/230497/.
Van Wageningen, Ellen. “GM focusing marketing strategy on first-time buyers.” Vancouver Sun.
09 Jan 2012. Web. 15 Mar. 2012. http://www.vancouversun.com/cars/
focusing marketing strategy first time buyers/5970089/story.html.
Wentz, Laurel. “Scott’s, Target, Ford Score ANA Multicultural Excellence Awards.” AdAge Hispanic.
08 Nov 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/
scott-s-target-ford-score-ana-multicultural-excellence-awards/230880/.
Wentz, Laurel. “Toyota Brings We Are Many Social Media Effort to Telemundo Novela.” AdAge Hispanic.
15 April 2011. Web. 15 Mar. 2012. http://adage.com/article/hispanic-marketing/
toyota-brings-somos-muchos-effort-telemundo-novela/227019/.
Web Sources
“2012 Fusion.” The Official Site of Ford Vehicles. Ford, n.d. Web. 15 Mar 2012. http://www.ford.com/
cars/fusion/features/Feature13/.
“Audience and Demographics.” Vevo. VEVO, n.d. Web. 15 Mar 2012. http://www.vevo.com/About/
Demographics.
“Audrey Magazine Media Kit.” Audrey Magazine. James Ryu, 2010. Web. 15 Jan 2012.
www.audreyshops.com/docs/mediakit.pdf.
“Automotive Industry Survey - Millennial’s Technology Preferences.” Microsoft News Center. Microsoft,
May 2010. Web. 15 Mar 2012. www.microsoft.com/presspass/
05-27WakefieldAnalysisResults.ppt.
Bhargava, Rohit. “Honda Masters The Art of Marketing Timing.” Influential Marketing Blog. Influential
Marketing, 23 Jan 2012. Web. 15 Mar. 2012. http://www.rohitbhargava.com/2012/01/
honda-masters-the-art-of-marketing-timing.html.
“Car Dealers Can Profit by Connecting with Millenials.”Microsoft News Center. 27 May 2010.
Web. 15 Mar. 2012.
Carol Phillips. Researching the Millennial Mind. 2010. Slideshow. SlideshareWeb. 15 Mar 2012.
http://www.slideshare.net/CarolPhillips/researching-the-millennial-mind.
Carol Phillips. A Generational Portrait. 2009. Slideshow. SlideshareWeb. 15 Mar 2012.
http://www.slideshare.net/CarolPhillips/a-generational-portrait.
Chung, Mong-Koo. “Corporate Message.” Hyundai Motor Company. Hyundai Motor Company, n.d.
Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/Overview/
CorporateMessage/index.html.
“Company Profile.” Hyundai Motor America. Hoovers, n.d. Web. 15 Mar 2012.
http://www.hoovers.com/company/Hyundai_Motor_America/cyjrki-1.html.
“Crash the Super Bowl.” Amazon Web Services. Effie Awards, 2008. Web. 15 Mar 2012.
s3.amazonaws.com/effie_assets/2008/2592/2008_2592_pdf_1.pdf.
“Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year to Benefit Historically Black
and Universities.” @Ford Online, 17 Mar 2011. Web. 15 Mar 2012. http://www.at.ford.
com/news/cn/Pages/Ford and Tom Joyner Foundation Sail the High Seas for Fifth Year
to Benefit Historically Black Colleges and Universities.aspxgt;.
Halvorson, Bengt. “Chevrolet Researches What Young Americans Want—And It’s Not Hatchbacks.”
The Car Connection. N.p., 09 Jan 2012. Web. 15 Mar 2012.
http://www.thecarconnection.com/news/1071482_chevrolet-researches-what-young-
americans-wantand-its-not-hatchbacks.
“History Overview.” Hyundai, n.d. Web. 15 Mar 2012. http://worldwide.hyundai.com/WW/Corporate/
Overview/History/index.html.
“Hyphen Media Kit.” Issuu. Hyphen Magazine, 02 Jun 2010. Web. 20 Feb 2012. http://issuu.com/
hyphenmagazine/docs/hyphen_mediakit.
Koegel, Kathryn. “Pandora Mobile Marketing.” Pandora Radio. Pandora, 2012. Web. 01 Mar 2012.
http://www.pandora.com/static/ads/media-kit/advertising.html.
Lee, Rainie. The State of Millennials. 2011. Slide Show. Pew InternetWeb. 15 Mar 2012.
http://pewinternet.org/Presentations/2011/Jul/Millennials.aspxgt;.
“Millennials: A Portrait of Generation Next.” Pew Social Trends. Pew Research Center, Feb 2010. Web.
15 Mar 2012. http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-
open-to-change.pdf.
“New Technology.” Hyundai Motor company. Hyundai, 2012. Web. 15 Feb 2012. http://worldwide.
hyundai.com/WW/Innovation/Technology/NewTechnology/index.html.
“News Releases.” Toyota USA Newsroom. Toyota, n.d. Web. 15 Mar 2012. http://pressroom.toyota.
com/releases/toyota feature technology safety innovations 2012 chicago
auto show.htm.
“Pandora.com Traffic and Demographic Statistics.” Quantcast. 2012. Web. 15 Mar 2012.
http://www.quantcast.com/pandora.com.
“People en Espanol Media Kit.” PeopleenEspanol.com. 2012. Web. 15 Mar 2012.
http://www.peopleenespanol.com/static/mediakit/rates.html.
“Reaching Your Audience on YouTube.” YouTube. YouTube, n.d. Web. 15 Mar 2012.
http://www.youtube.com/advertise/demographics.html.
“Sales Reports.” Official U.S. Media Newsroom. Nissan and Infinity, 2012. Web. 15 Mar 2012.
http://nissannews.com/newsroom/59/202/sales-reports.
“Spotify.com Traffic and Demographic Statistics.” Quantcast, 2012. Web. 15 Mar 2012.
http://www.quantcast.com/spotify.com.
“Spotify Website Demographics.” VisualDNA Audiences on YouTube. Visual DNA, n.d. Web.
15 Mar 2012. http://audiences.visualdna.com/youtube/uk/brands/websites_uk/
spotify.
“Technology Picture Book.” Honda Worldwide. Honda, 2012. Web. 15 Mar 2012.
http://world.honda.com/automobile-technology/.
“The Source Media Kit.” thesource.com. L. Londell McMillan, 2011. Web. 10 Feb 2012.
www.thesource.com/source_mediakit_6_13_11.pdf.
“VIBE Media Kit.” Issuu, 2010. Web. 15 Mar 2012. http://issuu.com/claudedupre/docs/
vibe_brand_media_kit_mk2010.
“What is Chevrolet MyLink?.” Chevrolet, n.d. Web. 15 Mar 2012. http://www.chevrolet.com/experience/
mylink-vehicle-technology.
Research Databases
ComScore
Datamonitor
Hoovers
Iconoculture
LexisNexis
Courtesy of Getty Images
#108121825
#1088383033
#109914902
#111900787
#115083874
#119692208
#122293112
#124226809
#124518272
#126408980
#129844102
#130856766
#137924311
#138711676
#200218041-001
#200326964-001
#200337554-002
#200382886-001
#200488800-001
#200557569-001
#56723780
#70009763
#74325172
#78116356
#78364098
#78750651
#79330746
#81711841
#84159673
#85071803
#85660452
#87340933
#90096253
#90096297
#94502345
#95466693
#95503636
#95764617
#95764862
#97464823
#AA022776
#AA026656
#AA026677
#AA049764
#BU001999
#DES_001
#DV1193021
#FD002621
#rbrs_0022
#sb10066222mm-001
#sb10066910i-001
#sb10069066w-001
#SP002859
#SP003653
#SP003654
#SP003655
#SP004915

32
THE TEAM
Account Director:
Scott Gilbert
Traffic Director:
Jeanette Dickie
Plans Book Art Director:
Calvin Hart
Plans Book Editor:
Kimberly Guel
Account Planning:
Zac Fox (Dir.)
Randy Cantu
Kristyna Lewison
Anjali Alexander
Nataly Vega
Creative Team:
Dwayne O’Brien (Dir.)
Isabelle Chabrier
Carmina Valdes
Ali Parmar
Joe McKinney
Joseph Jass
Christie Nguyen
Ari Diozon
Lisa Liu
Lainee Hooks
Media Planning:
Mike Le (Dir.)
Tarah Davison
Marketing:
Candace Queen (Dir.)
Dustin Kalman
Owned Media:
Henry Lee (Dir.)
Public Relations:
Jamie Sexton (Dir.)
Fahima Al-Uqdah
Adriana Farias
Ginne Carrillo
Fundraising:
Ginne Carrillo
Professors:
Larry Kelley
Rosario Laudicina

THE SPONSORS
DIAMOND
• Friends of the University of Houston Advertising
• Valenti School of Communications
• Lopez Negrete Communications, Inc.
• Western Lithograph
• Media Comp

PLATINUM
• Advertising Education Foundation of Houston
• FKM

GOLD
• Carrillo Auto Sales
• Quality Claims Service
• JFA, LLC
• Compass Adjusting Services
• Triangle Entertainment, Inc
• Patrick Sheliah Fox
• Brian Lewison
SILVER
• Diego Farias
• Mr. and Mrs. James Queen Jr.
• Brittany Livezey
• Herbert Jill Kalman
• Amina’s Business Service Center
• Sharon Ron Sexton
• Christeen Giblin
• Joe Esmeralda Jass
• Terese Doria
• Richard Hooks
• Conrad Elisa Diozon
• Noble Carleen O’Brien
SILVER (continued)
• Do Le Hanh Nguyen
• Reynaldo Juanita Cantu
• Tim Rene Davison
• Ideal Adjusting
• Jenina Hernandez
• Alec Lacey King
• Vibert Gibbs
• Wendell Smith
BRONZE
• Jonah Sanders
• Camille Bryan
• DJ Stout
• Q-Temps
• Jim Barbee
• The Littleton Group
• Robert Jennifer Reicheck
• Miriam Bobby Friedman
• Azderco PC Repair
• Primerica
• Landy Bownds
• James W. Hailey III

NSAC 2012 -

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (6)

Destacado

Destacado (20)

Similar a NSAC 2012 -

Similar a NSAC 2012 - (20)

Más de AdManScott

Más de AdManScott (7)

Último

Último (20)

NSAC 2012 -