Nissan
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+ Emily Alexander Jessica Cabrera Anna Horwitz Krista Newhook Jessica Nunez
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Transcript of Nissan
+Emily Alexander Jessica CabreraAnna Horwitz Krista NewhookJessica Nunez
+Our Mission
Increase market share across multicultural target
Generate conversation with Millennials across digital & social media platforms
Increase brand awareness by 20%
+Who’s in the Drivers Seat?
+Hispanic Millennials
Values Technology Media Usage
Proud of Heritage
Blend Heritage with American Culture
Heavy Users
Use it to Express Themselves
Consume English & Spanish media
+African American Millennials
Values Technology Media Usage
Individuality
Pride
Urban CultureFashionMusicLanguage
Heavy Users
Trends
Social Networking
Heavy Users of Electronic Media
+Chinese Millennials
Values Technology Media Usage
Elders
Interdependency
Relationships
Social Harmony
Most up to date
Brand Conscious
Rely on Reviews
Consumption Dependent on Generation
1st & 1.5 in language1.5 & 2nd in English
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+Millennials Perception of Cars
A cars necessity depends on location
Important features: Safety Gas mileage Warranty Price Style
Turn to parents for advice on car purchases
+Millennials Perception of Innovation
What do you perceive as innovation? “Innovation is directly connected with Technolog
y.”..”
+Millennials Perception of Innovation
iPod connectors Integration of 3rd Party Devices
+Millennials Perception of Innovation
Push to Start OnStar
+Millennials Perception of Innovation
Parking Assistance Collision Avoidance
+Consumers Perception of Nissan “A variety of people. Nothing really specific.”
“Stylish.”
“A courteous neighbor.”
“Japanese, slightly older, boring but safe.”
“Expensive.”
“The dean of the bio-chemical engineering program.”
“Recently married couple, younger. I think Nissan now is attracting a younger crowd.”
“ People that work in retail, mall people.”
“Sportier, mid-range, average American.”
+Family Tree
+What We Want Millennials to ThinkInnovative
A car I can count on
Passion & Style
Technology
Makes my life easier
+Compelling Ideas
+Inventive
Nissan’s focus isn’t on its competitors…
but rather supplying their consumers with the most up-to-date technology.
+Transitional
Nissan’s products can adapt to every phase of life.
+Aware
Nissan is attentive to consumers and the changes in technology & their lives.
+Tones
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+What’s the Big Idea?
Nissan’s innovation is what draws you in, but Nissan’s adaptability is what keeps you driving.
+We Seek to Ask Consumers…
+TV Spot
+Tune In
Spot TV in DMAs with high MC composition during popular programs amongst MC Millennials.
+Print Ads
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+Take a Look
Magazines with a high MC millennial readership.
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+Point of Purchase
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Digital Experience
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+Cash Cab Promotional Tour
+Cash Cab Campus Tour
+Cash Cab Campus Tour
African American Hispanic Chinese
• Howard University
• Morehouse College
• Hampton University
• Tuskegee University
• Xavier University of Louisiana
• Florida A&M University
• North Carolina A&T State University
• North Carolina Central University
• Texas A & M International University
• University of Phoenix
• The University of Texas-Pan American
• Texas State Technical College
• Boricua College• Los Angeles
Mission College • Miami Dade
College• New Mexico State
University
• University of California Riverside
• Polytechnic University NY
• Rutgers• University of
Pennsylvania• University of
Maryland• Cornell University• Stanford• Massachusetts IT
+Cash Cab City Tour
+Cash Cab City Tour
State DMA
California Los Angeles, San Diego, San Francisco
Florida Hialeah, Miami, Tampa, Orlando
Georgia Atlanta, Duluth
Illinois Chicago
Maryland Baltimore
Massachusetts Boston
New York New York City
Philadelphia Philadelphia, Pittsburgh
Texas Austin, Dallas-Ft. Worth, Houston
Washington, D.C.
+Hispanic Events
+African-American Events
+Chinese Events
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Budget
+Media Budget
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+Measuring Success
MULTICULTURAL SHARE Quarterly MC Sales Monthly tracking:
Sales Retention rate Brand awareness
+Measuring Success
DIGITAL EXPERIENCE Track campaign success:
Facebook and Twitter analytics Google Analytics Surveys on perception
Growth of registered users on microsite
+Measuring Success
RECALL SURVEYS
Survey targeted consumers on TV spot & print ads after the campaign runs
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