1

Since the creation of Nissan in 1911, the founders have aimed to become the forerunner in the automobile industry. Today, the brand strives to provide unique and innovative automotive products and services for consumers. With such a competitive automobile landscape, Spark recognizes that a comprehensive understanding of the customers’ motivation to succeed and stand apart is the key to success.

Spark has developed the following campaign to meet the needs of 18 to 34 year-old multicultural consumers. Placing an emphasis on individualism and determination, this campaign demonstrates how Nissan is the facilitator on the journey to success. Our concept allows each multicultural millennial to choose the unique automobile that best fits his or her lifestyle.

Spark is confident that this campaign will effectively position Nissan as each multicultural millennial’s ideal vehicle.

Executive

SUMMARYINTRO

Agency Identity 2

Account Planning 3

Creative 8

Brand Activation 15

Media 24

Evaluation 31

Credits 32

2 INTRO // Agency Identity

Brainstorming - PlanningFeeding the creative process with insights

Vision - CreativeSeeing the new ideas through

We are 26 individuals, each with a unique perspective. Our goal is to create one cohesive, effective concept. Through the different ideas brought to the table by each individual, we are able to craft and produce ground-breaking campaigns.

ABOUT OUR AGENCY

after all, the best ideas start with a spark...

OUR MISSIONCombine our passion with your goals to create powerful campaigns.

Action - Brand Activation and MediaBreaking through clutter with bold engagements

Reflection - EvaluationAccurately measuring the success

3ACCOUNT PLANNING // Situational Analysis

Economic Forces• Gas prices continuously on the rise• Employment rates may be in a potential upswing• The US economy now appears to be recovering from the recession

Competitive Forces• Honda and Toyota are viewed as cult brands• Difficult for car brands to differentiate themselves with significantly similar

products• Focus on customer service and the dealership experience

Technological Forces• Technology becoming personalized• Multimedia delivery platforms provide entertainment to passengers and

improving navigation• Advances in digital technology, wireless communication, and software have

widened dimensions of product development in automobile industry• Technology is attempting to improve cars and make them more

environmentally friendly

Socio-cultural Forces• Groups within target market are particularly concerned with image and status• Consumers must be reached more directly and creatively• There is an increasing interest in social responsibility, like the “Green

Initiative”

Legal Forces• New fuel economy and pollution standards for car and light trucks sold

between 2012 and 2016• Must adhere to all Federal Motor Vehicle Safety Standards and Regulations

4 ACCOUNT PLANNING // Competitor Analysis

NISSAN• Seeking a symbiosis of people, vehicles and nature• Desire for a sustainable mobile society, now and in the future• Nissan Green Program’s goal is to achieve 100% resource

recovery rate and generate zero waste emissions

Ford• Developing plan to reduce CO2 emissions• Decreased global water use per vehicle and landfill use• Environmental Operating System including metrics, data

collection and reporting in all plants• Energy Star Sustained Excellence Award from the U.S.

Environmental Protection Agency and the U.S. Department of Energy for sixth year in a row

Chevrolet• Supports new wind farms and solar projects• Captures methane from landfills and uses it for energy• Contributes to forestry projects throughout America• Devotes $40 million to ensure impact makes a difference• More than half of plants globally are landfill-free

Honda• BlueSkiesforOurChildren represents environmental vision• Embarked on the largest solar-cell project to reduce energy

loads and CO2 emissions• Worldwide plants meet toughest international environmental

management standards• Earned the title of America’s “Greenest Automaker” from the

Union of Concerned Scientists

Hyundai• Blue Drive technology including plug-in hybrid vehicles, zero-

emission electric vehicles, and fuel-cell vehicles that run entirely on hydrogen with their only emission being water

• Eco-Technology Research Institute creates new ways to lower air pollution from exhaust emissions

• “Green Move initiative” works with communities to protect environment

Toyota• 5R system: refine, reduce, reuse, recycle and recover energy• Researching renewable resource materials• End of Life Vehicle (ELV) recycling/recovery rate is over 90%• Received Silver LEED Certification and Gold LEED Certification

HISTOR

Y

Price

J.D.po

werHOR

SEPOWER

FUEL EFF

ICIENCY

$19,714

$20,585

$21,188

$20,143

$21,163

$18,011

98 Years

109 Years

100 Years

64 Years

45 Years

55 Years

3

3

4

3

3

3

172

173.8

173

183.2

181.6

202.4

26.3 mpg

31.7 mpg

27.9 mpg

29.2 mpg

34.2 mpg

35 mpg

The above are average data collected from base models from the following brands:

Subcompact: VersaChevy SonicFord FiestaHonda FitHyundai AccentToyota Yaris

Compact Sedan: SentraChevy CruzeFord FocusHonda CivicHyundai ElantraToyota Carolla

Mid-Sized SUV: Pathfinder Chevy TraverseFord ExplorerHonda PilotHyundai Santa FeToyota 4Runner

Mid-Sized Sedan: AltimaChevy MalibuFord FusionHonda AccordHyundai SonataToyota Camry

Small SUV: RogueChevy EquinoxFord EscapeHonda CR-VHyundai TucsonToyota RAV4

5ACCOUNT PLANNING // SWOT Analysis

• Strategic alliance with Renault allows Nissan to reach a more diversified customer base and benefit

from the technologies and innovations of each individual partnership

• Geographic diversification and global operations

• Innovative technological advances that are good for the environment, enhance safety, and provide

greater on-board satisfaction

• Robust research and developmental activities

• Altered brand reputation due to recalls – most recent being in early March of 2012

• Dependence in overseas markets: Nissan

currently produces over 50% of its vehicles abroad

• Nissan Power 88

• Expansion of product lineups

• Growing opportunities in emerging markets

• Strategic investments in zero-emission technologies

• Strategic cooperation with Daimler

• Reviving once-popular Datsun brand

• Natural disasters in overseas markets

• Competition in the global automotive market

• Appreciating Japanese Yen against the US Dollar

• Tightening emission standards

strengths

WEAKNESSES

OPPORTUNITIES

THREATS

NISSANBRAND PERCEPTIONS These actual target audience responses, obtained through our primary research, were

selected because they are representative of responses overall:

“They kind of have a boring logo.”

“Sleek and modern look.”“When I think Nissan, I think UGLY, dopey four-wheel drives.”

“Drives very well, the exterior is beautiful and mileage is awesome.”

“I wasn’t planning on liking this car.”

“The ‘meh’ brand.”

6 ACCOUNT PLANNING // Research Methods

Focus Groups / one-on-one interviewsMultiple focus groups and interviews were held with members of our target audience. Topics discussed included: perspectives on various ethnicities and cultures, Nissan’s direct competitors, Nissan’s brand image, and interpretations of “innovation.”

SurveysSurveys were conducted online with Qualtrics to reinforce our focus group findings and address additional questions. We received over 720 respondents for our survey. From these findings we developed key insights for our campaign.

Expert InterviewsWe contacted Nissan dealers to understand buyers’ purchasing behaviors while observing various selling methods. Additionally, a multicultural professor with a doctorate in educational leadership was contacted to gain expert insight on our target audience.

Observational ResearchTo gain a firsthand perspective of being a Nissan driver, we went to various dealerships and recorded multiculturals’ reactions to being in Nissan models. We also went to competitor’s dealerships to obtain their reactions to those models.

In order to understand Multicultural Millennials, we researched each

ethnicity individually. Using news sources, blogs, websites and research services, we analyzed each culture’s

psychographics, demographics, attitudes and beliefs. Using MRI+, we were able to determine the highest

media usage outlets among our target audience.

RESEARCHSECONDARY

PRIMARY RESEARCH

7ACCOUNT PLANNING // Profile

Secondary AudienceOur secondary audience is composed of two different subsets of our target demographic; millennials who cannot yet afford a Nissan, and the parents of those who can. Our primary audience values the opinions of their families. Multicultural Millenials look to their families for monetary assistance,and advice about life and major purchasing decisions.

VisionarIESThey are African Americans, Hispanics and Chinese Americans between the ages 18 and 34, who have the buying power to purchase Nissan vehicles. They are highly educated, goal-oriented millennials. While they are proud to represent their culture, they strive to distinguish themselves as individuals. They embark on their own path, breaking boundaries, and overcoming hurdles to achieve success.

The

Multicultural Millennials need to develop a strong, emotional bond with Nissan

through an improved brand perception. It is essential to build off the innovative image of Nissan that resonates with their lifestyle. The end result is an increase in

multicultural market share.

Nissan will instill confidence in Multicultural Millennials as they work toward their goals. We will show how Nissan’s innovative features and brand image match Multicultural Millennials’

ambitious lifestyles.

Multicultural Millennials feel they need to work harder to overcome the obstacles in the way of their success.

“We need to be over qualifiedto be qualified”

THE CHALLENGE THE KEY INSIGHT THE STRATEGY

What Does Owning A Car Mean to You?

What Does “Innovation” Mean

to You?

What Makes A Car Innovative?

Top 3 Responses:Freedom

ResponsibilityIndependence

Top 3 Responses:New

CreateIdeas

Top 3 Responses:New

FeaturesTechnology

Survey Results

8 CREATIVE // The Big Idea

BIGThe IDEA

“For the Driven” expresses passion and motivation, not only as a defining personal characteristic, but as a way of life.

Because of their diverse backgrounds, our target audience is inherently ambitious and focused on achieving their goals, despite any obstacles that stand in their way. Our Big Idea taps into

this notion by demonstrating that Nissan is a “driven” car made for a driven individual.

Confidence, zeal, drive. Nissan IS for the driven.

“For theDriven”

9CREATIVE // Art Direction

The important link between the benefit of a particular feature and the driver’s needs, along with a call-to-action to visit Nissan’s microsite for more information.

The copy tells

the story of a

motivated individual in

a lifestyle situation

Copy ends with the tagline, “Some say you’re ____, we

say you’re DRIVEN”, reinforcing the

fact that Nissan is supportive in every aspect of their

customers’ lives.

The combination of

a striking image of

Multicultural Millenials in

everyday scenarios and

a large image of the

selected Nissan vehicle.

10 CREATIVE // Print Ads

Ahead of the Rush Precious Cargo

11CREATIVE // Print Ads

Star of the Road Ready for the Road

12 CREATIVE // TV Spot

TV Spot #1 “"The Icing On The Cake: pathfinder"“30 Seconds

1 2 3

4 5 6

7 8 9

10 11 12

Some say you take too many risks.

Quitting your job to follow your passion?

But baking is your life, so that was an easy decision.

Careful now...

Alright you’re good.

Standard in all Nissan vehicles, the CVT seamless shifting promises you a smooth ride by avoiding “shift- shock”

So your precious cargo stays under control.

At Nissan, we believe the journey is just as important as the destination.

Some say... Woman: You’re a life saver! We say you’re driven.

Nissan. For the driven.

Maria seen throwing flour in the air

Maria baking her client’s cake in her kitchen

Final product is revealed

Maria takes the cakes to her Nissan with lots of care

Door closes, and Maria drives off

Maria merges onto the highway with another car

When the other car accelerates to merge, the ice cream goes into the faceof the little kid

When Maria accelerates, the cake remains still

Maria looks back at her cake with confidence

Maria pulls up to the client

Client sees Maria’s cake and is impressed

Full-Screen Graphic: Nissan logo

Visuals audio

1

2

3

4

5

6

7

8

9

10

11

12

13CREATIVE // Radio Spots

It’s just you and me and the open road. Up ahead is a turn.

Some told you to keep going straight...but you’ve decided to go left.

Yeah, there’ll be some bumps, but we’ll navigate our own route.

Let’s push start today.

Some say you’re unpredictable. We say you’re driven.

The 2012 Nissan Rogue, with an integrated GPS system, push-to-start technology, and the capacity to fit all your adventures.

Visit ForTheDriven.com today to find your perfect Nissan. Innovation for all.

Source Dialogue

Music Mood Music

Radio Spot

FemaleVoice

Radio advertisements will air in key market areas with concentrated Hispanic populations, such as New York, Chicago, Houston, Los Angeles, and San Diego. The commercial will air in both Spanish and English. Radio is the medium most likely to be preferred in-language. Having a spot in Spanish will also reach our secondary target.

14 CREATIVE // Digital

FacebookADVERTISEMENT

The use of flash-animated Internet ads captures the attention of our target audience.

The copy in the ads portrays a situation in which the motivated individual is seamlessely transitioning between two activities. The chosen situation is very relatable, and a click will drive our target audience to ForTheDriven.com

Internet

Banners

15BRAND ACTIVATION // Philosophy

Deepening relationships through integrated engagements...

Brand Activation

Philosophy

Nissan’s YouTube channel will host campaign executions, extended cuts, video submissions, and viral videos from guerrilla initiatives. This will develop an interactive engagement between the driven consumers and the innovative image of the Nissan brand.

Nissan’s Facebook page will be used to interact with customers and to promote brand activation tactics. All initiatives will be announced via Facebook in addition to promotional tactics already in place. Tabs will be added for individual brand activation campaigns.

To enhance other aspects of the campaign, Nissan will incorporate Twitter, Facebook and YouTube. These social media platforms will give Nissan a strong online presence and provide additional outlets for our creative executions.

Social Media

Nissan’s pre-existing account, @NissanNews, will support the campaign. The hashtag campaign, #ForTheDriven, will be used as a call-to-action within all campaign initiatives, directing feedback to a single source. Campaign related tweets will ask viewers “What makes you driven?” or “What drives you?”, while the response hashtag will be, #ImDrivenBecause.

The world of advertising has reached a point where traditional media alone are no longer enough. Our fully integrated brand activation plan creates personal engagement through social interaction.

16 BRAND ACTIVATION // Digital

ForTheDriven.comTabs at the to

p of

the page will clearly

differentiate between the

elements of every tactic

A call-to-action in external advertising will direct our target back to the site throughout the year

The main Nissan website

will also use the Versa’s

360-degree interior and

exterior interactive display

for all core Nissan models

Everything on this site will have a direct link to the Nissan general homepage

On the page, users will be able

to find further information

about events, incentives and

video clips from events and

the mini-series

17BRAND ACTIVATION // Other

Driven MagazineNissan will publish an in-house magazine that focuses on developments in the car industry, lifestyles of Nissan owners, and the stories of the “30 Under 30,” the most driven and innovative Nissan owners. All Nissan owners will receive a free subscription to this magazine. Non-owners can purchase a subscription, pick it up for free in Nissan dealerships, find it online. Copies of Driven will be given out at all events where Nissan is present. This magazine will promote the Nissan brand through subtle cues and lifestyle commentary. It is essential this magazine appeals to non-owners as well as owners.

Nissan will feature a “30 Under 30” list in its Driven magazine, commending 30 multicultural Nissan owners

who show drive in their individual projects. The 30 Nissan owners will fall into one of seven categories: art/

photography, sustainability, entrepreneurship, social responsibility, athletics, food, and music. These individuals

can either nominate themselves or nominate someone else who they feel demonstrates drive. Nissan will then

select the top 30 nominees to be featured on the list in the Driven magazine and on ForTheDriven.com. Each of these

individuals will receive a $1,000 grant.

NISSAN'S 30 UNDER 30

18 BRAND ACTIVATION // Guerrilla and Experiential

Driven

Nissan will have an air conditioned tent with cars on display at music festivals across the country with a high attendance rate of Multicultural Millenials, such as MTV Iggy’s Best New Band, Coachella and A3C Hip Hop Fest. The driven playlist will consist of unique song collaborations created by artists present at the festivals. The playlist will be hosted on a Nissan mobile application. Songs will be downloaded by using the app to check in to certain performance stages. Songs are shared through the Nissan app and the top three who share the most songs each day will be entered to win signed items from the artists. A Nissan for the Driven CD will be available for purchase a month after the festival is over.

PLAYLISTNissan

DRIVENTalent

Nissan will create a bus tour that travels throughout the country. The bus will carry three street team members to help facilitate and produce talent shows. Participants will be able to sign up on Nissan’s social media sites. There will be new participants in each city. Talent shows will take place in major parks, theaters and festivals in the key market areas and other major cities throughout the country.

DrivenTalentwilltourthefollowingcities:

NewYork,LosAngeles,Houston,SanAntonio,Chicago,Philadelphia,Detroit,SanDiego,SanFrancisco,Memphis,Boston,Indianapolis,Columbus,WashingtonDC,Miami,Atlanta,Baltimore,St.Louis,Phoenix,SanJosé

19BRAND ACTIVATION // Guerrilla and Experiential

Driven to Win!Driven to Win, a Nissan 3-D projection arcade, is an exhilarating race between five people sitting in real Nissan cars, modified for the event to control projections cast on large buildings. Participants will need to operate the stationary vehicles in order to follow the course.

Through various forms of social media, such as tweeting #ForTheDriven, spectators can unlock elements to assist drivers during the race. The projection will show the number of tweets in real time, create spectator interaction, while increasing social media engagement. Each course will be unique to the city the event is held in, targeting our key market areas, such as Miami, Atlanta and Phoenix.

The drivers with the top race times in each city will be selected to participate in a final race in New York City. The overall winner will receive the grand prize of a brand-new Nissan.

20

Nissan will sponsor the Mixed Martial Arts League, UFC, and its coinciding reality show The Ultimate Fighter.

UFC And THE Ultimate Fighter

• UFC will give Nissan logo placement throughout its events, including in and around the octagon and at press conferences.

• Nissan will sponsor the Nissan Driven profiles of the fighters prior to the match.

• The Ultimate Fighter sponsorship will include Nissan vehicles to transport the fighters, Nissan logo placement throughout the training gyms, and a Nissan for the show’s winner.

SPONSORSHIP

Nissan Fuels the Driven Nissan will partner with Keurig single cup coffee makers to attract potential consumers to dealerships. At all Nissan events, street teams will offer an opportunity for attendees to listen to a five-minute Nissan pitch, and then take a quiz. Upon completion, the person will receive a reusable coffee mug. It will contain three K-Cups with a special limited edition “Driven Blend” and a coupon that allows the recipient to take a test drive at their local Nissan dealership to receive a free Keurig as a gift.

BRAND ACTIVATION // Sponsorships and Partnerships

In addition to being present at Nissan brand activation events, the street teams will be located outside of stadiums at select MLS, NFL, and MMA games/events.

21BRAND ACTIVATION // Corporate Social Responsibility

NISsan mini-seriesThe Nissan mini-series, featured on Hulu and ForTheDriven.com, is a contest that showcases driven individuals who will be competing for a grant. Nissan will select eight individuals through an application process to compete on the show. The mini-series will consist of eight episodes, during which one contestant will be voted off each week by the viewers. The project ideas will be further developed each week and the final winner will receive full funding for their project. Nissan’s social media sites will be used as a platform to create awareness and conversation about the mini-series.

Driven CommunitiesTo promote struggling, minority-owned small businesses, Nissan will organize “cash mobs,” which encourage mass spending on a specified date, creating a sudden influx of revenue. The businesses will be located in our key market areas, and cities such as Atlanta, St. Louis, Detroit and San Francisco. Businesses will be selected as follows:

• Small business owner supporters create videos for why the business deserves it

• Videos submitted through ForTheDriven.com• Twenty finalists selected by Nissan• Public will vote on winner• Five businesses voted on the most will receive

the Cash Mob• People who voted for the winning video will

be entered into a drawing for one of the fifty gift cards

Cash Mob Results:• Produce funds above and beyond Nissan’s

$5,000 donation• Provide additional brand awareness for

selected entrepreneurs• Nissan will receive significant publicity for the

sponsorship • A viral video of the cash mobs will be created

and distributed on ForTheDriven.com and Nissan’s social media outlets

Nissan “school for the driven” A new after school program will be created through a partnership with the Boys and Girls Club of America in which successful, driven individuals in diverse communities will participate in a mentor program. These individuals will lead weekly workshops in both middle schools and high schools, in low-income areas of cities such as San Jose, Baltimore, Miami, and Phoenix. Workshop topics will span a variety of disciplines, such as art, cooking, music and business. This will help to inspire the next generation of driven individuals, and foster a positive brand image in these communities.

22 BRAND ACTIVATION // Additional Reccommendations

Driven To Be A Better Sales RepTraining for the Nissan sales force will be available through a mobile application and on a website. This creates consistency across Nissan dealerships, while a tracking system will monitor the sales representative’s training progress.

The application will feature:• Video tutorials providing sales tips• Nissan product overviews• Sales staff performance rankings• A meeting calendar• Nissan marketing communications information

It will also include a community forum and a live chat feature that will allow the sales force to discuss tips, techniques, and sales’ stories in real-time. Dealers will be able to compare their sales representatives success, and the top five performers will be rewarded.

It is essential to integrate the campaign across all aspects of the sales experience. Point of purchase displays will be placed in dealerships, including “For the Driven” signage, as well as magazine racks with copies of Drivenmagazine.

Dealership

DisplaysINTERNAL MARKETING COMMUNICATIONS

Corporate Social Responsibility Nissan School for the Driven Miniseries/Grant Driven Communities (Cash Mob)

Internal Recommendations Driven To Be A Better Sales Rep Dealership Displays

Other 30 Under 30 Driven Magazine

23BRAND ACTIVATION // Schedule and Budget

Guerrilla & Experiential Driven To Win Dealerships out of Dealerships Driven Playlist — Music Festival Nissan Driven Talent — Moving Talent Show

Sponsorships & Partnerships Nissan Fuels the Driven — Coffee Mugs MMA Sponsorship

IDEA

TOTAL $22,500,000.00

$300,000$1,300,000

$300,000

$500,000$500,000

$30,000$2,500,000

$3,000,000$1,000,000$5,000,000$1,070,000

$3,000,000$4,000,000

COST

Racing SimulationNissan Fuels the Driven — Coffee MugNissan School for the Driven30 Under 30 / MentorshipMMA SponsorshipMiniseries/GrantNissan Driving Talent — Moving Talent ShowDriven MagazineDriven Playlist — Music FestivalsDriven To Be A Better Sales RepCash Mob / Art ExecutionDealer Out of Dealership / Sports EventsDealership Displays

April MAY june july august september OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

BRAND ACTIVATION FLOWCHART

IDEA COST

24 MEDIA // Media Strategy

To reach the always busy, time shifting, Multicultural Millennial, we will devote a large portion of our media budget to digital media and streaming television.

This emphasis on digital will be backed up with traditional television, print, and out-of-home executions to reach the target in multiple areas, where they are

already consuming media.

MEDIA STRATEGY• Achieve marketing goals with a $67.5 million media budget• Coorelate media placements with share of car sales per month• Gain an effective reach of 80% with an effective frequency of 10.0• Launch a 1-year campaign starting April, 2013.

OBJECTIVES

New York, NYLos Angeles, CAHouston, TXSan Antonio, TXChicago, ILPhiladelphia, PADetroit, MISan Diego, CASan Francisco, CABoston, MA

TARGET CITIESMiami, FLAtlanta, GABaltimore, MDPhoenix, AZSan Jose, CAMemphis, TNIndianapolis, INColumbus, OHWashington, D.C.St. Louis, MO

KEY MARKET AREAS

25MEDIA // Online

Multicultural Millennials are connected to digital media at all times of the day. Distributing Nissan advertisements through a variety of online outlets will increase brand recognition and reach a wide range of the targeted millennials; appealing to conquest buyers and spreading the campaign message.

.com

.com

.com

Due to the fact that Multicultural Millennials often miss their favorite television shows on broadcast, streaming television will make up a large portion of our budget. This includes both the popular multi-network website Hulu.com, and the websites of the major broadcast networks ABC, CBS, and NBC.

Features full episodes of almost their entire lineup, including shows popular with millenials like “30 Rock,” “America’s Got Talent,” and “Saturday Night Live.”

Features popular millennial shows like “Modern Family,” and “The Office,” as well as targeted media, including hulu.com/latino.

Features shows popular with millenial women in particular, including “Dancing with the Stars,” “Desperate Housewives,” and “Grey’s Anatomy.”

Features the Number 1 show on television, “The Big Bang Theory,” as well as the popular “CSI” series, two of which are based in one of our KMAs.

26 MEDIA // Online and Radio

LinkedIn Ad placements will target those who have recently changed jobs and feature encouraging and inspirational messaging.

Facebook Hyper targeted placements will reach out directly to the Multicultural Millennial at their favorite social media site.

Twitter One of the fastest growing social media sites allows for unique placements and creative executions, and will enhance Brand Activation.

YouTube Preroll ads will help reinforce traditional TV spots. Additionally, 94 of Ad Age’s top 100 advertisers have run campaigns on YouTube.

Spotify/Pandora Our target spends a large portion of their day on these music streaming websites, especially where they are at their most driven: work.

Mashable This social media/news aggregator is a frequent visit for the multicultural millennial and is a highly shared media, often being linked through social networking sites.

Radio PLACEMENTSThese placements will reach out to Multicultural Millennials and get them thinking about Nissans while in their cars. Placements in Houston, TX, and Los Angeles, CA, will feature in-language advertisements on Spanish or bi-language radio stations. Additionally, these spots will be featured heavily on sports broadcasts, and can be reused on digital sites such as Pandora, and Spotify.

iAds - Multicultural Millennials are often early adopters, and reaching them through the Apple iAd network will be a great way to hit even the busiest Multicultural Millennial.

SEM - Search engine marketing on sites such as Yahoo, Google, and Bing is particularly important for car buyers. Search terms for the 5 Nissan cars, as well as common competitors will be purchased to drive traffic to relevant information.

OnlinePlacementBlackVoice.comNBA.comMLB.comAutoTrader.comEdmunds.comTheRoot.com

27MEDIA // Print

Publishing companies like Hearst and Condé Nast are working hard to get digital subscriptions into the hands of the millennial reader, and their efforts are working. Print media placements will feature standard placements, as well as expanding and rich placements in digital publications where applicable. Full-color, one-page ads will run in high-traffic issues of specifically targeted magazines. These will result in additional pass along viewership, particularly within our target.

52% of readers

are 21-35. 79%

went to college,

74% own a car

32% Plan to Buy or Lease a Vehicle in Next 12 Months, 62% Graduated College

72% attended college

Median Age 33.9,

63% Single

America’s Richest People, NBA/NFL Team Valuations

Median Age 32.5,

93% female

Median Age 28

Men 18-34, 294 index

28Despite the rise in digital media, standard television is holding firm as the most popular media choice for the Multicultural Millennial. Digital Video Recorders have become the norm, and our target is no longer restricted to watching their favorite shows when they air. While attention and engagement on streaming television tends to be higher than traditional TV, there is no arguing the importance, or effect, that traditional TV spots have.

MEDIA // TV

Broadcast Television

cable Television

• Glee• The Voice • Modern Family• Dancing With the Stars• Grey’s Anatomy

• CSI• CSI New York• CSI Miami

• America’s Best Dance Crew • Sports Center • Real Housewives of Atlanta • Aqua Teen Hunger Force

29MEDIA // Out-of-Home

The NFL, NBA and MLS all have strong connections to Multicultural Millennials. Seat placements at selected stadiums in our key market areas will reinforce overall brand message, while capturing eyes and interaction. Placements will be directly in view of event attendees before the game and during the down time. It will provide more information than is normally seen for an advertisement due to the increased time in front of our audience.

Traditional billboards will be placed along heavily utilized commuter roads throughout our key market areas. The billboards will follow the creative direction of the overall campaign, and reinforce other paid media. Billboard placements will feature an extension at the top with the “Driven” text that is featured on all of our creative. The Billboard will utilize the ForTheDriven.com call to action.

Sporting Events

30 MEDIA // Flow Chart and Budget

Impressions Cost1,375,446,362 $17,997,874.00

ABC (Dancing with the Stars) 204,501,000 $1,595,107.80ABC (Grey's Anatomy) 70,500,000 $1,157,610.00ABC (Modern Family) 117,320,000 $4,842,969.60Bravo (Real Housewives of Atlanta) 31,395,000 $46,464.60Cartoon Network (Aqua Teen Hunger Force) 573,770,492 $700,000.00CBS (CSI) 64,350,000 $2,559,843.00CBS (CSI Miami) 58,750,000 $1,057,500.00NBC (Sunday Night Football) 152,600,000 $1,876,980.00ESPN (Sports Center) 19,200,000 $262,272.00Fox (Glee) 23,609,870 $2,181,552.00MTV (America's Best Dance Crew) 38,000,000 $570,000.00NBC (The Voice) 21,450,000 $1,147,575.00

491,550,000 $17,999,750.00ABC.com 79,550,000 $3,579,750.00CBS.com 94,000,000 $3,290,000.00Hulu.com 200,000,000 $7,000,000.00NBC.com 118,000,000 $4,130,000.00

343,636,939 $9,994,961.00Allure 85,812,000 $1,574,796.00Black Enterprise 6,111,888 $443,520.00ESPN Magazine 25,977,180 $2,441,028.00Forbes 11,693,028 $1,335,720.00GQ 81,072,000 $1,724,148.00Latin Trends 2,940,000 $513,550.00Official Xbox Magazine 4,652,843 $290,056.00Vouge 125,378,000 $1,672,143.00

1,464,797,600 $1,500,000.00

WHTZ 71,276,800 $60,000.00WFAN 45,356,800 $60,000.00WXRK 95,590,400 $60,000.00WWPR 78,380,800 $60,000.00WPAT Spanish 68,726,400 $60,000.00

WBBM 72,542,400 $60,000.00WGCI 62,337,600 $60,000.00WSCR 35,571,200 $60,000.00WTMX 67,814,400 $60,000.00WPWX 56,684,800 $60,000.00WVIV Spanish 54,668,800 $60,000.00

KHMX 60,796,800 $60,000.00KKHH 64,545,600 $60,000.00KRBE 49,420,800 $60,000.00KAMA Spanish 45,046,400 $60,000.00KLOL Spanish 48,436,800 $60,000.00KOVE Spanish 25,539,200 $60,000.00

KAMP 94,710,400 $60,000.00KIIS 111,174,400 $60,000.00KYSR 67,856,000 $60,000.00KLYY Spanish 30,729,600 $60,000.00KWIZ Spanish 34,732,800 $60,000.00

KHTS 53,132,800 $60,000.00KIOZ 42,123,200 $60,000.00KLQV Spanish 27,602,400 $60,000.00

3,085,000,000 $14,999,250.00AutoTrader.com 75,000,000 $1,125,000.00Blackvoices.com 75,000,000 $460,500.00Edmunds.com 75,000,000 $1,125,000.00Facebook.com 500,000,000 $500,000.00LinkedIn.com 250,000,000 $190,000.00Mashable.com 100,000,000 $614,000.00MLB.com 125,000,000 $786,250.00NBA.com 150,000,000 $943,500.00Pandora.com 250,000,000 $2,500,000.00Spotify.com 100,000,000 $1,600,000.00TheRoot.com 75,000,000 $517,500.00Twitter.com 560,000,000 $700,000.00YouTube.com 100,000,000 $1,750,000.00

Yahoo!/Bing 250,000,000 $125,000.00Google 250,000,000 $562,500.00

iAds 150,000,000 $1,500,000.00Executions $4,999,315.00

Billboards 1,830 $2,196,000.00MLS (Cup Holders) 166,500 $832,500.00NBA (Cup Holders) 119,502 $597,510.00NFL (Cup Holders) 274,661 $1,373,305.00

$7,500,000.00

6,760,430,901 $67,491,150.00

Production

Total

Television

Streaming TV

Print

Radio

Out-Of-Home

Online

Search Engine Marketing

Mobile

4th Cover

MarchOctober November December January FebruaryApril

New York

Chicago

SeptemberAugustJulyJuneMay

4th Cover4th Cover 4th Cover 4th Cover

San Diego

Houston

Los Angeles

31EVALUATION

Earned Media Impressions

Total Earned Media Impressions: Total Estimated Earned Media Value:

Increase in Multicultural Market Share: 13.04% - 16.04%

April – June: +1.1%July – September: +0.7%October – December: +0.6%January – March: +0.6%

1,000,000750,000

20,000,000500,000100,000

22,350,000$2,682,000

AwarenessWe anticipate our “For The Driven” campaign will be recognized by approximately 80% of Multicultural Millennials.

ComprehensionKey campaign messages including, “Nissan understands what defines being a Multicultural Millennial” and “feature-benefit-lifestyle matching,” will be perceived and understood by approximately 70% of Multicultural Millennials.

ConvictionFunctional and emotional campaign selling points will be believed and valued by approximately 30% of Multicultural Millennials.

ActionThe “For The Driven” campaign, with its targeted, insightful messaging, and interactive elements, will result in a combination of web visits, Facebook likes and posts, Tweets, event attendance, dealership visits, and test-drives, all generated by approximately 20% of Multicultural Millennials.

Keurig: Street Teams: 3D Projection: Talent Bus: Cash Mobs:

EVALUATION

32

ResourcesAAF NSAC Case Study; Nissan; Honda; Toyota; Ford; Hyundai; Chevrolet;Daimler; Renault; J.D. Power and Associates Automotive Rankings;Hispanic/Latino Market Profile; Ad Age; The Association of Hispanic Advertising Agencies; MRI +; Business Source Premier; Getty Images; National Clean Vehicle Program; Motor Authority; Cross Culturalism; Nielson; Standard Rate and Data Service (SRDS); Pew Research; Mercury Media; Mintel; Social Science Data Analysis Network; U.S. Census Bureau; Selig Center for Economic Growth; Consumer Affairs; Target Market News; Hispanic Market Information; Asian American and Pacific Islander Millennial Students at a Tipping Point; Chinese Media List; Encyclopedia of Immigration; The Black Consumer Market Authority; African-American/ Black Market Profile; Army Reserve, RAB

Special Thanks To...Scott Hamula, Associate Professor and AAF NSAC Faculty AdvisorAdam Peruta, Assistant Professor, Strategic CommunicationWilliam Ressler, Assistant Professor, Strategic CommunicationKurt Komaromi, Instructor, MarketingArhlene Flowers, Assistant Professor, Strategic CommunicationArturo Sinclair, Assistant Professor, Television-Radio

Hannah Chavez, IllustratorMaguire Family of DealershipsIthaca College Print ShopHeather HardkeChristian Ames, VideographerThe Howard and Helen Cogan Fund

Alexandra Dean, Amanda Pulver, Amanda Vitullo, Andrew Buraczenski, Andrew Cohen, Ashley Hunter, Ben Cohen, Carolyn Cox, Danica Netti, Emma Gibson, Isabel Sprockel, Jason Rozet, Josie Morgan, Julia Cicale, Kelly Wicks, Kirsten Quinn, Lani Chevat, Russell Martens, Travis Johnson

Dr. Mo Baptiste, Assistant Professor, EducationJoe Reagan, Royal Auto Group Dealership OwnerKeith Hardke, Car SalesmenJacob Lifschultz, PhotographerJianna Garcia, Didi Shum, Monifa Brooks, Robert Hoyuela, Taj Harvey, Sierra Shorey, Danny Chen, Models

Dylan HulserMedia

Rachel HardkeAccountDirector

Brian RosenbergAccountDirector

Jimmy KnowlesProduction

Diana CuiAccountPlanning

Brittany ConcannonCo-Creative

Kyle FentonCo-Creative

Seth GreenbergBrandActivation

CREDITS