UNIVERSITY OF OREGON UPSTREAM ADVERTISING

1

WELCOME

Situation Analysis & Strategy

2 6 20 24 27 32Creative

ExecutionsDigital

StrategyDealership Experience

Media Plan

Sources & Credits

CONTENTS

The auto industry is going through an innovation overload. And every brand is clinging to their version of “new.”

Every car brand says they are cutting edge. Every car brand says they are reinvented. And every car brand says they are groundbreaking. But can anyone tell the difference between brands that say they are innovative and the brand that actually is innovative?

Millennials can’t.

Nissan’s challenge is to show millennials, who live and breathe innovation, that Nissan actually embodies it.

We’ll do this by emphasizing Nissan’s own millennial mindset, validating our audience’s journey.

2

AUDIENCE

2

3

“We are millennials, whatever that means.We don’t really fit into any particular mold though. We’re just people. Our own people. But our differences don’t separate us. If anything, they bring us together.

Because we admire real individuals. And we flee from conformity.

We believe we can be anything or do anything. We believe problems are meant to be solved. Our only tradition comes from doing things differently and constantly changing.

We find comfort in that change. It’s all we really know. Because we’re always moving. Always advancing. And always shifting.”

Millennials are born between 1979 –1994 There are 48.5 million millennials in the US and 16.5 million are multicultural 65% of millennials are digitally disconnected for less than an hour each day 74% of millennials believe technology makes life easier

66% of millennials say it is likely they will switch careers at least once in their life

“I connect with messages

that focus on younger

people in general, not just

one race.” Tyree, 21

“I don’t really see myself

being any different from

anyone else my age.”

Sarah, 29

AUDIENCE INSIGHTS Millennials are defined by connection. The Internet shapes the way they see the world. It’s a part of who they are. It’s a way of thinking.

The Internet unites them despite their differences. Diversity is the norm. It’s expected. And it often goes unnoticed.

That’s why millennials identify so well with people their age. Ethnicity is still important, but it’s not the entire picture. Millennials share more similarities than differences.

They’re constantly seeking what’s next. They’re always discovering. And quickly sharing. This is their social currency.

That’s why authenticity is vital—especially with brands.Millennials see brands as a form of self-expression based on values and emotional connection. This is a shift from past generations.

The millennial world is constantly changing. They have learned to take comfort in change. They are always moving forward.

TH

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3

4

BRAN

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4

5

STRA

TEGY

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Our

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Apr

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4 w

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PR

IMA

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•In

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ultu

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mm

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obse

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invo

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exp

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: 25

deal

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list

5

6

COMMERCIAL

I pledge allegiance, to my youth that I will never lament on what ifs, only why nots.

I pledge to today, that I will greet the dawn, with optimism and crossed fingers.

...to tomorrow that I’ll worry about it enough, but not enough to ruin what’s now.

...to yesterday because that was once today.

In one nation, of traveled youth, with bright eyes and open minds and innovation for all.

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COMMERCIAL

The flagship piece of our creative campaign is a series of three :60 spots revolving around the validation of the millennial journey. The commercials serve as the platform to launch the tagline, “We are never idle.”

“We are never idle” is a phrase with multiple meanings that embodies the millennial spirit and promotes Nissan’s overarching brand message of innovation. The word “idle” describes the notion of being stagnant and also the literal state of a car at rest.

Our commercial is a millennial pledge. It starts by showing the driver’s POV entering a tunnel and fading to black. The voiceover, a play on the Pledge of Allegiance, starts with the line, “I pledge allegiance, to my youth.” It’s followed by a series of quick shots that reflect key moments in a millennial’s life. We use important milestones, such as graduating college and having a baby with examples of everyday things, such as singing in a car and going for a run.

The dialogue continues with copy that pays homage to today, tomorrow, and yesterday. The commercial ends with the same POV

shot, leaving the tunnel and then fading to white. The tagline briefly appears on the screen, fades, and ends on the Nissan badge against a white matte.

The voiceover features a diverse group of male and female voices trading off lines. This creates an emotional connection and promotes one of the main campaign themes: “We are one nation of youth.”

The technical strategy is composed of dramatic instrumental music that swells during the climax of the message, film effects that create a vintage feel on the footage, and strategic edits timed to the music for dramatic effect.

By showing everyday car moments, our campaign sharply departs from the traditional methods of marketing an automobile. Our research shows that it’s more natural for millennials to discover product information on their own. We are using our campaign as an opportunity to genuinely connect with our audience on an emotional level.

EVALUATION By monitoring YouTube views and social media reaction, we will evaluate the effectiveness of commercials. We will also conduct online surveys to measure audience emotional reactions.

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MAGAZINE This magazine insert creates a tangible journey for our audience. The content of these inserts cater to the interests in each publication. Each ad features three pages that rely on the literal and figurative idea of transparency and layers. The actual message differs depending on the publication in which it is placed.

The insert starts when readers reach a blank colored page that challenges them to “Join the journey.” When readers turn the page, they see a black-and-white photo. The next two pages are transparencies that, when viewed by themselves, show an unordered set of letters.

The true message is revealed only when the reader views the ad with all three pages stacked. This requires interaction on the reader’s part and distinguishes the insert from competing ads in the publication.

The inserts are a fun way for the reader to interact with the message.

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RADIO

BILLBOARDS

*Billboard not to scale

Our campaign engages millennials where they’re most receptive. Our radio spot allows us to take our message and speak directly to someone driving. The script flips general inconveniences of driving in a car and turns them into positive moments of the journey.

The discovery of the silver lining in negative situations allows us to align the campaign with optimism and hopeful values.

We will place transparent billboards on highways leading to major cities such as Dallas and Seattle. These billboards will frame the cityscape behind them, and the headline is a reminder to millennials to enjoy the moment. The use of a clear billboard challenges the traditional model of outdoor advertising and shows millennials that Nissan’s message is genuine.

MALE VOICE-OVER: You’re stuck in the middle seat, but you’re sandwiched in conversation.You turn off the A/C, so you can smell the ocean.You roll down the window, and it gets cold,so now you have an excuse to put your arm around her.You’re lost, but now you’re free to wander.We are one nation of traveled youth.

Nissan. Never idle.

EVALUATION Online surveys after the June and July peak will measure the effectiveness of this portion of the campaign. The surveys should ask about brand reputation and top-of-mind awareness. We will also monitor social media reaction happening around this peak.

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E3 EVENT

Video games are a passion point for our audience. The E3 Gaming Conference is

a great opportunity for Nissan to connect with gamers. Attendees of this event are leaders and influencers in the gaming community who will share conference insights online.

We will premier two 2014 GTRs, with virtual screens for windshields, that are equipped with a teaser of the Gran Turismo 6 racing game. Conference attendees can race each other in the GTRs while getting an exclusive look at the game.  

EVALUATION We will measure the effectiveness of E3 through optional interviews during and after the event. Press coverage and social media reaction from our audience will also measure success.

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THE TAXI TOUROver the course of eight weeks, a fleet of 100 Nissan taxis will tour eight different cities. The locations are condensed pockets where multicultural millennials live: New York City, Los Angeles, Chicago, Houston, Dallas, Washington D.C., San Francisco, and Seattle. The fleet is composed of Nissan Rogues, Sentras, and Versas.

The taxis are free and can be summoned by using the Twitter hashtag #NeverIdleNYC. The suffix changes depending on each city’s official USPS abbreviation.

Inside of the car, riders can use a Nissan branded iPad that encourages them to chart

their journey. This interface enables riders to use social media to share their journey in a free Nissan cab. They can also see other Nissan cabs in the area to gain a perspective of the tour.

THE TAXI serves as a literal touchpoint for millennials because we provide the opportunity to experience a Nissan interior. Riders will walk away with positive sentiments for the brand.

EVALUATION This event should create social media buzz, including Facebook likes, shares, tweets, hashtag usage, and other discussion. Effectiveness will be determined by monitoring buzz and event exit surveys.

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JOURNEY TO THE ALTAR

A wedding engagement is the beginning of a new journey for many members of our audience. Bridal magazines, blogs and Pinterest are significant sources of wedding inspiration.

We are supporting our audience in planning this pivotal event by creating Nissan’s Journey to the Altar contest.

Bridal blogs are our main medium to raise awareness. The top ten wedding bloggers are receiving a Nissan gift package encouraging them to mention the contest. We are also purchasing ad space on their blogs and providing a branded image to be shared on Pinterest.

Couples submit videos, sharing the story of their relationship to NeverIdle.com, Nissan’s microsite. The video with the most views will receive an all-expense-paid honeymoon and a Nissan fleet for transportation on their wedding day. The fleet consists of ten all-white Altimas, Rogues, and Pathfinders.

EVALUATION Success will be determined by the amount of contest entries. We will also measure effectiveness by monitoring views and shares of the videos. Google analytics will evaluate success of each component of the contest: Pinterest, bridal blogs, and YouTube videos.

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JOURNEY HOME

TELL US YOUR STORY

PLACE STAMPHERE

Our audience values their closeness with family, but life often creates a geographical disconnect. We are reconnecting these long-distance families.

We are placing inserts in twelve magazines that include tear-out postcards. We are inspiring our readers to submit the postcard with their story and what it would mean to be reconnected.

They can also submit virtual postcards through the microsite.

We are choosing five regional winners with the most moving stories to travel home. Nissan will pick them up, cover their flight, and take them to their families. We’ll film and capture this special journey on our microsite and YouTube channel.

EVALUATION We will measure the effectiveness of the contest by monitoring Google analytics and social media discussion about the event.

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SUBWAYCAR

TRAVELED YOUTH.

WE ARE

WE ARE NEVER IDLE.

environmental

ELEMENTS

To give our audience a true Nissan experience, we are taking over a New York City subway car on a route with high millennial ridership. The ride highlights the interior of select car models such as Nissan upholstery, steering wheel material, and dashboard features.

This unique environment places the brand in high regard with our audience and creates buzz. We’re taking over the subway car in November and December to capitalize on heavy tourist traffic in the city.

EVALUATION We will measure the effectiveness through online surveys in the months following the event. We will also monitor the social media buzz created during and after the event.

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INSTAGRAM IN NYC

To visually promote the idea of “one nation of youth,” we are installing a large interactive digital billboard in Times Square. It features a mosaic of user-generated images that people send in by hashtagging their Instagram photos with #NeverIdle.

The headline creates a community of like-minded individuals, but also acknowledges the fact that their perceptions of the world are all different. The billboard runs simultaneously with the subway takeover during New York’s busy holiday season. This allows us to interact with tourists who will use social media to carry our message back to their friends at home. This concept aligns with the overall idea of journey and travel.

The photos will also be displayed on a Pandora page takeover that links online users to our microsite.

Instagram acknowledges our audience’s heavy use of creative technology. By establishing Nissan as one of the first car companies to engage on this platform, we’ll reinforce the idea that Nissan is innovative.

EVALUATION Effectiveness will be measured by how many people participate in the Instagram billboard, and by monitoring social media buzz after the event. We will also track the number of users who click through Pandora to the microsite.

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You win some, you lose some.There are almosts, and all-ins.

There are brown bags, and checkered flags. Too much time left on the clock,

and there’s not enough time left.

This is our year, there’s always next year.

We are bound together by championship trophies, and playoff

heartbreaks. We are never idle.

SPORTSMillennials love sports.

This tactic emphasizes the journey of the fan base, rather than the journey of the athlete or team. We talk directly to fans by running a :30 spot and sponsoring online page takeovers.

The commercial revolves around the universal story of the trials and tribulations of a fan. It starts in a similar manner as our flagship commercial, as it opens up with a POV shot of a player walking out of a tunnel. The narration is

written in lines that contrast winning and losing, triumph and defeat. The commercial promotes the idea of a community of like-minded people who are united by the success and failure of their beloved sports team.

The sports page takeovers will include the commercial and a message that pays homage to the fans.

EVALUATION We will evaluate these tactics by monitoring Google analytics and click-throughs to the microsite.

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SXSWAustin’s annual conference and festival, South by Southwest (SXSW), is a melting pot of current music, film and tech enthusiasts from across the nation. The overlap of SXSW interactive and SXSW music provides the perfect platform for Nissan to gain access to key influencers that support our campaign.

The majority of these attendees come from areas that are highly populated by our audience.

FOOD TRUCKS Austin has an eccentric food truck culture that we want to be a part of. Four decked-out Nissan food trucks will be parked outside of SXSW venues and reveal their locations using the #NeverIdleSXSW hashtag on Twitter. Each truck will have invitations to Nissan’s exclusive party.

NISSAN PARTY Our audience is always looking to discover something new and exciting. That’s why we are throwing an exclusive party featuring up-and-coming artists. Along with the food truck invites, social media is the primary source for promoting the party.

INTERACTIVE LOUNGE The lounge includes a Bose-infused entertainment area so participants can catch panels and presentations that they may have missed. Convenient charging stations will also be available for electronics.

EVALUATION By monitoring social media during the event, we will evaluate the success of the SXSW lounge. The turnout at the Nissan SXSW Party will show food truck success.

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INSPIRESince most of our campaign executions have relied on large-scale media buys and big ideas, we must also to engage our audience in smaller, subtle ways.

We are placing messages in unexpected locations to promote top-of-mind awareness for Nissan by turning otherwise dull moments into unique interactions.

SEMI-TRUCK We are placing thought-provoking messages on the back of semi-trucks. The copy is scaled small to only be legible when you’re directly behind the truck, blocking your view of the road ahead.

STREET CURB In urban settings with high pedestrian traffic, we are stenciling curbs and corners. This simple, yet effective, message highlights the elements of the journey. The “yesterday, today, tomorrow” theme ties directly to our commercial.

3D MAPPING We are projecting huge 3D mapped images onto downtown buildings at night. The messages remind passers-by of the “one nation of youth” message and communicate to our audience that, above all else, we are never idle.

SHORT FILM During the holiday movie season, we are airing a short film before the credits of an anticipated blockbuster. The three-minute film, titled Timestamp, is a split-screen story of two people living out starkly contrasting lives. During the climax, the two briefly encounter each other and have a short simple moment of connection where time seems to stop, but then, as in life, they continue on. Movie patrons will share their experience over social media and encourage their friends to stay for the short film.

EVALUATION We will conduct online surveys in cities with these tactics that will measure brand awareness.

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MICROSITEThe microsite serves as the hub of our entire campaign. NeverIdle.com is the digital gathering point for millennials wishing to engage with Nissan’s content.

It’s designed to be a responsive website. It’s compatible with desktop browsers, tablets and smartphones.

The website is clean, user-friendly, and has the same minimalist aesthetic as the rest of our campaign.

EVALUATION Success will be determined by participation in the various contests and events. It will also be measured through Google analytics and redirects from social media.

We chose not to create a mobile

application because one in four

apps downloaded is never

used again

81% of millennial smartphone users

use mobile browsers on a daily basis

Website usage beats out app

usage in every consumer category

(shopping, financial, media)

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WHAT’S THE DIFFERENCE BETWEEN THE DESTINATION AND THE JOURNEY?

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SOCIAL MEDIA PLANSocial media is an integral part of millennial life. It’s intrinsic, rather than learned, and is the cultural norm. Our social media acts as a millennial outlet, rather than a millennial outlier.

This part of the campaign extends beyond collecting “likes” and simply sharing links. Our online presence creates lasting brand awareness by connecting with users beyond face value.

TWITTER Twitter is not only a channel for Nissan to talk to millennials, but for millennials and Nissan to talk to each other.  The conversational nature of Twitter allows Nissan to position itself as a peer rather than a brand. Our plan involves creating and engaging in conversations as well as retweeting links, pictures (including Instagram), and ideas. This content aligns with our message of journey, growth, and innovation.

FACEBOOK We are using Facebook timeline to highlight the history and origins of Nissan and document their journey. By using rich content, we are sharing Nissan’s story and connecting with fans.

GOOGLE+ Google+ pages enhance brands beyond basic networking levels because of their search and social capabilities. Google also prioritizes Google+ pages, so having a brand page will improve Nissan’s search engine optimization.

YOUTUBE YouTube provides an opportunity for Nissan to add entertainment value to a popular online community. The YouTube channel provides a platform for Nissan to share content created in other aspects of the campaign. Here we will also post the user-generated content from our "Nissan's Journey to the Altar" and "Journey Home" events.

INSTAGRAM There is huge opportunity for Nissan to create a strong presence on this growing platform. Instagram will be expanding to Android phones and is expected to grow beyond their 25 million present users. Here Nissan shares photos of cars, dealerships, people, and images of Nissan culture. We will also tweet and post these photos on Facebook.  

EVALUATION By using Google analytics and monitoring social media closely, we will evaluate success. We will also monitor our Klout score.

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WEBSITE REDESIGN

TABLETS

The upgraded website acts as a transition piece between our millennial campaign and the brand as a whole. A few small tweaks to the website reduce clutter and provide clarity, making it easier to navigate. We’ve added new tools to personalize the car-shopping experience. These tools connect local Nissan experts with the customer and encourage our audience to visit dealerships for test drives and other information.

We built a virtual car experience on tablets to be used in dealership showrooms. Our audience can also launch this platform from the website so car models can be explored at home.

EVALUATION We will measure the effectiveness through surveys, Google analytics, and use of the new features available on the site.

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DEALERSHIPS

WE KNOW THAT INDEPENDENT

DEALERSHIPS DO THINGS THEIR OWN WAY,

SO WE SET UP THREE DIFFERENT LEVELS

OF DEALERSHIP BUY-IN:

STANDARD

Showroom look books: Our new in-house collateral creates a cohesive connection with the campaign.

Training resources: New materials will be incorporated into existing training kits to create a more cohesive relationship between brand and dealership employees. Included in these resources are tips on living the brand, hiring passionate employees and approaching millennial buyers.

EVALUATION Online surveys and interviews at various dealerships around the country will measure the effectiveness of these changes. We will also survey employees, returning customers, and potential buyers at Nissan dealerships to gauge success.

The dealership is Nissan’s greatest opportunity to build a real connection with millennials.

Our team set out to evaluate Nissan’s dealership experience. We met with managers, salespeople, financial advisers and mechanics at 25 dealerships in seven different cities.

We found that the dealerships were often intimidating, cold, and lacked evidence of Nissan’s innovative identity.

We went back to the drawing board and asked as many questions as possible to identify opportunities for improvement in the dealership purchasing process.

This is what we found:

The web is disrupting the traditional dealership model.

·   Online resources arm customers with price points that continue to drive profit margins down.

·   More and more car buyers expect a complete purchase experience online.

The dealership model is in flux; the brand that makes big changes will define the future.

Our plan establishes Nissan as the leader in dealership innovation. It will inspire Nissan’s network and change the way our audience sees dealerships.

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ENVIRONMENTAL elements

INTERMEDIATE Includes all Standard features, plus:

Extended test drives: This service will support millennials going through important life events like a first date or job interview. One of each of the core models will be available for “test drives” for two to eight hours. This will lead to long-term success as our audience identifies with the brand and appreciates the vehicle’s value. This service will also increase foot traffic for dealerships.

Tech upgrade: Tablets for showrooms will allow our audience to explore the vehicles on a medium they’re comfortable with.

Showroom renovation: Flexible spaces in the showroom will create a more comfortable atmosphere. This will give our salespeople the opportunity to have a casual conversation with customers and close sales.

PREMIUM Includes all Standard, and Intermediate features, plus:

Full renovation consultant: Nissan will provide an interior design consultant to each dealership to analyze, develop, and implement a full renovation. Nissan will also have a reimbursement program for dealership renovations that meet benchmarks of success.

Employee tablets: This tool assists salespeople and mechanics in explaining specific details about Nissan vehicle attributes or necessary repair work.

Mobile mechanic:  Nissan’s mobile mechanic service will travel to Nissan owners to perform basic maintenance needs. This will build brand loyalty and trust through the benefit of convenience.

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MEDIAOur campaign uses consistent messaging in all media placement and is designed to reach our audience when they are most receptive to our message. We focus on our three demographic groups: African-American, Hispanic, and Chinese-American millennials through strategically chosen media platforms.

We emphasize two peaks throughout the year when our audience is most likely to buy cars. The first peak occurs during June and July. This common time for millennial life changes creates the desire for a new car. The second peak is in November and December, when our audience can take advantage of year-end sales. It’s ideal because millennials have less disposable income than other demographics.

Our media choices are based on specific ways multicultural millennials interact with each medium. This assures that our message is communicated effectively within every tactic.

• 46% of all people who watch soccer are multicultural millennials

• Multicultural millennials spend an average of 160 minutes with traditional radio every day

• 59% of all Hispanics, 50% of all African-Americans, 59% of Asian-Americans, and 59% of auto enthusiasts use YouTube

• Magazines are the #2 medium of choice among multicultural millennials

• 86% of all new vehicle buyers use the Internet in their vehicle purchase process, 90% use the Internet to compare vehicles and pricing

• 81% millennial smartphone owners use mobile Internet (not apps) on a daily basis

• Multicultural millennials spend an average of 232 minutes on the Internet every day

STATISTICS

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APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

MAGAZINE

EVENTS

NON-TRADITIONALCity Street Curbs

ONLINE

OUTDOOR

BROADCAST

3D Mapping

Short Film

Subway Car

Billboards

Semi-trucks

Transparent Billboards

Digital Billboard

Cable Television

Network Television

Radio

Television

Radio

Sports

YouTube

Movie Sites

Bridal

Fashion

Ethnic

Sports

Baby

Music

Games & Tech

Maxim

Taxi Tour

Journey Home

Journey to the Altar

SXSW

E3

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BUDGET

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Magazine ........................ $12,777,000Transparent inserts ......................... $3,929,000Postcard inserts .............................. $1,195,000

Full page ads ................................... $7,653,000

Online ............................. $17,823,000Page takeovers ...................................... $12,316,000

Banner ads ............................................. $5,497,000

Typekit ................................................... $10,000

Broadcast ....................... $27,968,000Cable television .................................... $6,307,000

Network television ................................ $14,687,000

Radio ...................................................... $6,974,000

Outdoor .......................... $16,305,000Billboards .............................................. $8,491,000

Semi-trucks ........................................... $6,860,000

Transparent billboards .......................... $614,000

Digital billboard .................................... $340,000

Non-Traditional ................ $12,482,000City street curb ..................................... $8,000

3D mapping ........................................... $1,000,000

Short film ............................................... $10,000,000

Subway car ............................................ $1,266,000

Dealership experience consultant ....... $208,000

Events ............................ $2,645,000Journey to the Altar .......................... $25,000

Honeymoon .................................... $5,000

Blogger promoters ......................... $2,000

Cars ................................................ $18,000

E3 .............................................. $280,000

Two 2014 GTR cars ......................... $200,000

Event presence ............................... $20,000

Technology ..................................... $60,000

Taxi Tour ........................................ $1,881,000

Taxis and tablets ............................. $287,501

Travel expenses ............................... $1,593,499

Journey Home ................................. $14,000

Flights ............................................. $3,000

Winner pick-up ............................... $1,000

Video production ............................ $10,000

SXSW ........................................... $445,000

Super sponsorship ......................... $345,000

Food trucks ..................................... $100,000

PRODUCTION ................. $10,000,000

TOTAL BUDGET: $100 MILLION

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INTERNET Internet is the most valuable medium for our audience. Nissan’s online presence gives millennials countless opportunities to interact with the brand. Commercials, page takeovers, traditional banners and audio clips on websites anchor our online presence. Placement is based on our audience’s passion points. These sites provide a wide reach and consistent flow of Nissan messaging: Hulu, Pandora, ESPN, NBA, metacafe, dailymotion, Yahoo movies, and Internet Movie Database (IMDB).

MAGAZINE We are consistently running ads in magazines with a youthful, multicultural circulation. This medium creates an association between Nissan’s brand and millennial passions. We are running a variety of inserts and full-page ads in the following magazines: American Baby, Baby Talk, New Parent Magazine, Brides, Bridal Guide, Martha Stewart Wedding, Offical Xbox Magazine, Game Informer, PC Gamer, Wired, Cosmopolitan, Teen Vogue, Glamour, Ebony, Jet, Sports Illustrated, ESPN, Maxim, Spin, and Rolling Stone.

EVENT SPONSORSHIPS Our research shows that event sponsorships are important because our audience makes significant purchase decisions based on engagement. We will reach millennials at events that connect with passion points throughout the campaign.

OUTDOOR Outdoor media is heavily concentrated in campaign peaks and reaches our audience while they’re highly receptive to our message. Billboards run throughout the year in chosen cities, with only transparent boards in June and July on city outskirts. The selected cities are those with high multicultural millennial populations and heavy traffic: Dallas, Houston, Los Angeles, New York, Chicago, San Diego, San Francisco, Seattle, Washington D.C.. Semi-trucks reach our audience while they are traveling on the road in regions heavily populated with our audience: Southwest, Southeast, Northwest, Northeast.

Billboards are a 25 showing in all months except for the second peak, when they are a 50 showing.

RADIO Radio communicates with millennials during the first peak and correlates with transparent billboards running during that time. Traditional radio reaches our audience while they are receptive to our message in their cars. Radio is running on Hip-hop, Top-40, and Alternative music stations in the same cities as billboards.

TELEVISION Television provides in-depth story-telling power for our campaign; immersing millennials in Nissan’s brand message during important peak months. Television is a top media choice for our audience, especially African-Americans.

Ads will run on sports programming and African-American sitcoms on network television. We are also placing ads on our audience’s top-viewed cable channels: MTV2, Adult Swim, Black Entertainment Television (BET), Style, ESPN, and soccer on Univision and Telemundo.  

This media plan follows the millennial journey and challenges constraints of traditional media to maximize Nissan’s influence on our audience.

MEDIA BREAKDOWN

CAMPAIGN EVALUATION We will evaluate the campaign as a whole to ensure that we have gained top-of-mind awareness and shifted brand perceptions among multicultural millennials. Through quarterly surveys and monitoring sales patterns among our audience, we will evaluate success throughout the campaign. This consistent attention will enable us to resolve any potential problems that could arise. In addition, each tactic will be evaluated on its own so we continue to evolve with our audience and the technology that they use.

$100MILLION

Broadcast Television

Outdoor

Online

Magazine

Production

Events

Non-traditional

BUDG

ET KE

Y

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This isn’t just a campaign, it’s a story. It’s a compilation of observations and insights. It’s an expression of the deep understanding Nissan and our audience share.

When we shed light on the millennial mindset, we’re shedding light on Nissan. This isn’t simply “marketing.” It’s a reminder. A recommitment to who Nissan is, who Nissan was, and who Nissan will always be.

“We are never idle” is a realization. It’s a rally cry.

As Nissan continues to embrace their youthful zeal, they’ll discover more and more connections with their audience. This isn’t just lasting favorability. It’s a lasting relationship.

Our campaign is neither the end, nor is it the beginning. It’s a memento, to both millennials and Nissan:

KEEP SHIFTING, TOGETHER. 31

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strategyJULIE BASQUE director of contentRACHELLE DIGREGORIO director of strategyKRIS CANTRELL strategist & writerCATHRIONA SMITH strategist

mediaMAGGIE DIERINGER media directorMERISSA LATHROM media directorCHELSEA COLEMAN media plannerMITCHEL KUHN media plannerRAFAEL RAMIREZ media planner

creativeGABRIELLA NARVAEZ creative directorMACKENZIE WALEN project managerMALAEA RELAMPAGOS art directorNICKOLAUS SUGAI writer

DAVE KORANDA advisor

CREDITSSTRATEGY RESEARCH Edelman and Strategy One: “The 8095 Exchange: Millennials. Their Actions Surround-ing Brands, and the Dynamics of Reverberation”;  “8095 Live”; Capgemini: “Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and Business Models 2011”; New York Times: “What Is It About 20-Somethings?” 2010, mobiThinking

CREATIVE EXECUTION SOURCES Vimeo: Andreas Hohmann, “Faroe Islands 2010”; Daniel Mercadante, Will Hoffman, and Julius Metoyer, “Losers”; Daniel Mercadante, Will Hoffman, and Julius Metoyer, “Words”; Ross Ching, “Clara Falling into the Water”; Generation We, “Generation WE: The Movement Begins”; The Theory, “Address is Approximate”; Tommy Petroni, “YOUTH”; Jon Zombie, “Dubstep Academy”; Rylee Jean Ebsen, “Letting Go of Leo”; Salazar, “Lifetime Collective Spring/Summer 2011”; YouTube: chaosronnie, “Gradua-tion Throwing Hat”; utahpeoplepost, “Utah’s Latino Youth: Good Enough to Educate”; Getty Images: 104503952, 117147562, 135582881, 78073119, 128085197, 81714973, 83650899, 88288236, 114837476, 128433938, 140465151, 10197262/ courtesy of Getty Images; Speedpro Signs; Apple Inc

DEMOGRAPHIC RESEARCH MRI Plus Mediamark Reporter: Fall 2010 Media Demographics-Respondent-Race-Black/African American; Fall 2010 Media Demographics-Respondent-Race-Hispanic; Fall 2010 Media Demographics-Respondent-Race-Asian; Fall 2010 Media Demographics-Respondent-Generation-Millennial; U.S. Census: Fact Finder 2010; 2010 U.S. Census Brief-The Black Population; 2010 U.S. Census Brief-The Black Population; 2010 U.S. Census Brief-Asian/Pacific American; 2010 U.S. Census Brief-The Hispanic Popula-tion; Media Audit Crosstab Reports: Fall 2010 Media Demographics-Respondent-Generations-Millennials-Non-White Adults Ages 18-34, 2010-2011; Fall 2010 Media Demographics-Respondent-Generations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/Van/Truck/SUV-Race-Hispanic 2010-2011; Fall 2010 Media Demographics-Respondent-Generations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/Van/Truck/SUV-Race-Black 2010-2011; Fall 2010 Media Demographics-Respondent-Generations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/Van/Truck/SUV-Race-Asian 2010-2011; Nielsen: State of the African American Consumer, 2011; A Snapshot of Hispanic Media Usage in the US, 2010; Public Policy Institute of California: “California’s Digital Divide” 2011; USA Today: “For Minorities, new ‘digital divide’ seen” 2011; Pew Research Center: “Millennials: A Portrait of the next genera-tion” 2010; “The Millennials: Confident. Connected. Open to Change 2010”; Business

Insider: “Why Is Twitter More Popular With Black People Than White People?” 2010; TV By the Numbers: “2011-12 Season: Fox Still On Top In 18-49 Ratings” 2012; YouTube, LLC: “Reaching Your Audience on YouTube”; Demographics; Edison Research: “Twit-ter Usage in America: 2010”; Adology: Media influence on consumer choice-Auto Care 2009; Media influence on consumer choice-Automotive 2009; Special report-advertising impact in a soft economy 2009; Digital media influence-mobile marketing in the US 2010-2011; Industry marketing insights-dealership service departments 2011/2012; Industry marketing insights-Auto dealerships 2011/2012; NSAC Auto Brands Being Considered; NSAC Auto Brands Owned; Auto buyers forecast-new car buyers 2011; Auto buyers forecast-Nissan 2011-2012; digital media influence-Social media influence 2010-2011; Auto buyers forecast-used car buyers 2011

MEDIA RESEARCH SRDS Consumer Media Ad Source; Clear Channel Outdoor Rate Card 2010; SXSW Marketing and Exibitions Kit 2012; Pandora Media Kit; ComScore; Interstate Fleet Media

COMPETITOR CASE STUDIES Toyota: Conill-Somo Muchos Case Study 2011; Campaign Live “APG Creative Strategy Awards-Volkswagen ‘website relaunch’ by Tribal DDB London” 2009; Tri-State Defender “Toyota flashes no-go signal to use of ‘Black Press’ to thank African-American consum-ers” 2011; Microsoft news center “Microsoft and Toyota Announce Strategic Partnership on Next-Generation Telematics” 2011; Toyota.com “Overview of Toyota’s Diversity Initiatives” 2012; The Collective “Toyota nails it again: Marketing to a generation” 2011; Pressroom-Toyota ”New Toyota Advertising Campaign Reminds Consumers Why It’s the Best-Selling Brand in America” 2011; Honda: Corporate; Diversity Programs-Battle of the Bands, Campus All-Star Challenge; Corporate Sponsorship; Philanthropy; Founda-tions; Community Involvement; Great Ads “Good Reasons” Online and TV Ad Campaign with Patrick Warburton 2011: Other: AKQA, Fiat Eco:Drive “How focusing on behavior change led to a ground-breaking innovation in the global car market” 2011

PRIMARY RESEARCH Interviews with 26 students, friends, community members, and professors Cultural immersion experiences:  observations in restaurants, watching films, reading literature, and attending meetings of the Black Student Union. Focus groups with 16 ethnically diverse millennials 25 Dealership visits in 7 different cities and 3 different states. Diversity workshop with a University of Oregon multicultural outreach specialist

strategyJULIE BASQUE director of contentRACHELLE DIGREGORIO director of strategyKRIS CANTRELL strategist & writerCATHRIONA SMITH strategist

mediaMAGGIE DIERINGER media directorMERISSA LATHROM media directorCHELSEA COLEMAN media plannerMITCHEL KUHN media plannerRAFAEL RAMIREZ media planner

creativeGABRIELLA NARVAEZ creative directorMACKENZIE WALEN project managerMALAEA RELAMPAGOS art directorNICKOLAUS SUGAI writer

DAVE KORANDA advisor