NSAC 2012 -

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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.

TARGETThe 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 STRATEGYThe 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.

POSITIONINGBy positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan a relevant part of Transculturals’ lives.

CREATIVE EXECUTIONThis 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.

CONNECTIONThe 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 EXPERIENCEThe campaign makes the Nissan brand more engaging and transforms the buying experience.

CONCLUSION/ROIThe 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 DEMANDDemand for new cars is rising because the average owned vehicle is 11 years old.

ATTRACTIVE NEW CAR PRICINGVehicle 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 CREDITHistorically low interest rates and readily-available credit.

EXCITING INNOVATIONSAutomakers are adding more advanced technological features to new car models, making them attractive to the consumer.

ECONOMIC UNCERTAINTYRising 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

EXTE

RN

AL

INTE

RN

AL

• 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.”

• 1,034 dealerships• Targeted “LeapList” campaign encourages millennials to create a bucket list online• Advanced all-wheel drive system

“BUILT FOR THE ROAD AHEAD.”

• 3,202 dealerships• 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.”

• 1,233 dealerships• 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 aNissan 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

ELEGANTEUNAFFORDABLE

UNISEX

UNRELIABLE

WHITE

ATRACTIVO

COMFORTABLECAREEREXCITED

IDEAL

FUN

DIVERTIDO

TECHNOLOGYBARATO

COSTOSO

ABBURRIDO

EDUCATED

BORINGSLEEK

EFFICIENTSOFISTICADO

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 clearperception of Nissan.

Nissan has lowadvertising equity.

There is a weak emotional tie betweeninnovation 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

HISPANICHispanic-Americans are

culturally linked to Nissan, given its popularity in Mexico.

INDEPENDENCE

TREND-SETTING

TARGETThe 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-AMERICANAfrican-Americans prefer Nissan’s style but

often find it unaffordable.

CHINESEChinese-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

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GEOGRAPHY

1012

5

7

6

4

2

9

1

3

8

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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. Atlanta2. Chicago3. Dallas / Ft. Worth4. Houston5. Los Angeles6. Miami / Ft. Lauderdale7. New York8. San Francisco / Oakland9. Washington, D.C.10. Phoenix11. Orlando12. San Diego

TOTAL

1.6 2.6 1633.0 4.6 1532.1 3.8 1811.7 3.8 2245.0 9.2 1841.4 2.8 2007.4 10.3 1392.3 3.9 1701.2 3.0 250.95 2.2 2321.5 2.3 1530.8 1.9 238

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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

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HUMAN TRUTH

“I am what I drive”

BRAND TRUTH

Gives Consumers the freedom toown a car that fits their personality.

NISSAN MAKES IT...

WHY THE IDEA WORKSIt highlights the universal truth that

freedom means it’s possible.

BIG IDEA

POSSIBLE

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CAMPAIGN

NISSAN POSSIBLENissan is democratizing innovation. By giving consumers access, it opens up their world. Nissan makes it possible. Innovation becomes a destination for achieving possibilities.

POSITIONINGBy positioning Nissan as the destination for achieving life’s possibilities, the campaign makes Nissan relevant to Transculturals’ lives.

EXECUTION IDEAThe 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 WORKSSymbols 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 DIRECTIONThe 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 ACTIONThe campaign directs Transculturals to the Nissan Possible campaign microsite. Transculturals are invited to engage, shop or connect to a local Nissan dealer.

INNOVATION FOR ALLInnovation 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 / LANGUAGEThis 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 CODESQR 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.

Product

Unattainable

All

Car Company

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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

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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 LANGUAGEWHAT: :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 impressionsHOW MUCH: $14,000,000NETWORKS: CW, MyNetworkTV, MTV, VH1, Ovation TV, FOX Soccer Channel, BET, TV One

NATIONAL TELEVISION | IN LANGUAGEWHAT: :7½ bookend and :15 commercials on 5 broadcast and cable networks. WHY: Networks tailored to individual language and viewership.HOW MANY: 425 million impressionsHOW MUCH: $8,500,000NETWORKS: 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 BookendsDVR 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.



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 MANY: 30 million impressions

HOW MUCH: $1,500,000

AFRICAN AMERICANVibe: 5 spreads: $668,000Source: 6 spreads: $283,000 Essence: 12 spreads: $2,400,000

CHINESEHyphen: 2 spreads: $1,400Thirteen Minutes: 6 spreads: $3,600Audrey: 4 spreads: $24,000

HISPANICPeople en Espanol: 11 spreads: $1,640,000Latina: 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


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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 MANY: 80 million impressionsHOW MUCH: $2,000,000

ADDED VALUEWHAT: Negotiate free banner ads on websites of purchased media.WHY: Increase reach by 10%.HOW MANY: 132 million impressionsHOW MUCH: Free as bonus weight

CONSIDERED, BUT NOT RECOMMENDEDWHAT: RadioWHY: Radio is highly localized and used by Nissan dealerships.

Wi-Fi TRANSIT SHELTERSWHAT: 18 Wi-Fi transit shelters in 12 opportunity markets.WHY: Provide free Wi-Fi access in unexpected locations to create buzz.HOW MANY: 287 million impressionsHOW MUCH: $4,300,000

CINEMAWHAT: :15 commercial during previews in 75 selected theaters in 12 opportunity markets.WHY: Cinema advertising recall is three times greater than television.HOW MANY: 135 million impressionsHOW MUCH: $2,000,000

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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 WORKSNissan 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 WORKSThis 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 WORKSMake 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 WORKSLike Doritos’ Crash the Super Bowl campaign, which achieved 1 billion media impressions, the video contest creates opportunities to engage Transculturals.


HOW MUCH: $200,000


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NISSAN ENTERPRISE PARTNERSHIP

HOW IT WORKSNissan will be the exclusive provider for WeCar on military bases and college campuses.

WHY IT WORKSCapitalizes on the growing car-sharing trend.


HOW MUCH: Negotiate with Enterprise.

STREET BASKETBALL TOUR

HOW IT WORKSNissan sponsors the Street Basketball Association competitions in 12 opportunity markets. Promotion of these events will be aired on BET.

WHY IT WORKSBasketball has the highest sports viewership and rate of participation among our target.


HOW MUCH: $1,200,000

MEDIA PARTNERSHIPS

HOW IT WORKSPartner with Vibe to sponsor new artists that will be featured in the Nissan Possible Celebration of the Arts tour.

WHY IT WORKSSponsorship 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 WORKSPartner with Project GRAD to provide Nissan Possible scholarships to extend Nissan Neighbors program to 12 opportunity markets.

WHY IT WORKSCreates positive ongoing presence in the multicultural community.


HOW MUCH: $1,000,000

NISSAN INNOVATION STATION TOUR

HOW IT WORKSA mobile version of the Innovation Station travels to malls and universities in 12 opportunity markets.

WHY IT WORKSLike 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

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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 EXPERIENCEThe “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 bagsAnti-lock Braking System

CD audio system with auxiliary audio input jack

Stretch things out - VERSA has class-leading legroom

INNOVATION FOR ALL

HomeWhat’s

NewTest 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 WORKS80% of Facebook users play simulation games.

PINTEREST PAGE

HOW IT WORKS Nissan extends the “Possible” campaign on the photo-sharing website Pinterest.

WHY IT WORKSPinterest is the fastest site in history to reach 10 million unique visitors.

AUGMENTED REALITY APP

HOW IT WORKSA mobile application that lets potential buyers virtually see their favorite Nissan model in their driveway.

WHY IT WORKSMillennials 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 WORKSOver 4 billion YouTube videos are viewed daily.

26

NISSAN CONQUEST PROGRAMNissan capitalizes on the opportunity to take market share from Toyota and Honda.

HOW IT WORKSCustomized 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 WORKSPURL programs have proven to be 50% more effective than other incentive-based programs.

WHAT IT COSTS $500,000.

Maria Lopez1234 Any Street

Chicago, IL 60657

POSSIBLE.

Congratulations, Maria!

You can now trade in your Toyotaand earn up to $2,000 towardsa new Nissan of your choice.

Log on to your customized Nissan Web site

bit.ly/n6kkLA

to access your personal discountsand 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 WORKSInteractive 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 WORKSThe 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.

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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-second8 English Language Networks

5 In Language Networks

Print: Spread and 1/2 spread, 4-color8 Magazines

24 College Newspapers

DigitalSEM

Interactive Website Banners

Vevo and YouTube Pre-roll

Pandora + Spotify

Added Value - Media Banners

Outdoor: 12 Opportunity MarketsWi-Fi Transit Shelters

Interactive Digital Mall Displays

Cinema: 12 Opportunity Markets15-second / 75 theaters

EARNED MEDIA

Video ContestMake It Possible

Promotional EventsNissan Possible Arts Festival

Street Basketball Tour

Innovation Station Tour

PartnershipsVIBE

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 EnterpriseFunded under paid mediaThese 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 ChristmasNew

Year/MLKChinese New

Year

Aug-13

Tent Sale

8.8%

Nov-13

8.1%

Jul-13

Funded under paid mediaThese 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 GRPsMonthly: 95% Reach/20 avg. frequency

29

BUDGETThe $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.

RETURN ON INVESTMENT

RETURN ON INVESTMENTThe 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 CalculationMarket 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-TESTINGCougar 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 THOUGHTSThe campaign adds to Nissan’s momentum to reach its fiscal Power 88 goals of 8% global market share and 8% corporate profit margin.

FINAL THOUGHTSBy 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. LIKEABILITY2. UNIQUENESS3. MOTIVATION

20%

40%

60%

80%

% that scored 8 to 10/10

31

APPENDIX

InterviewsBaker, 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 PartnersAd-ology

Experian Simmons

Gettyimages

Nielsen

SRDS

ArticlesBoudette, 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/>.

“CollegeStudentsAddictedtoCollegeNewspapers.”MarketingVOX.MarketingVOX,04Jun2008. 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=2&pagewanted=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. 15Mar.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/>.

VanWageningen,Ellen.“GMfocusingmarketingstrategyonfirst-timebuyers.”VancouverSun. 09 Jan 2012. Web. 15 Mar. 2012. <http://www.vancouversun.com/cars/ focusingmarketingstrategyfirsttimebuyers/5970089/story.html>.

Wentz, Laurel. “Scott’s, Target, Ford Score ANA Multicultural Excellence Awards.” AdAge Hispanic. 08Nov2011.Web.15Mar.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“2012Fusion.”TheOfficialSiteofFordVehicles.Ford,n.d.Web.15Mar2012.<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.“HondaMastersTheArtofMarketingTiming.”InfluentialMarketingBlog.Influential Marketing, 23 Jan 2012. Web. 15 Mar. 2012. <http://www.rohitbhargava.com/2012/01/ honda-masters-the-art-of-marketing-timing.html>.

“CarDealersCanProfitbyConnectingwithMillenials.”MicrosoftNewsCenter.27May2010. 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>.

“CompanyProfile.”HyundaiMotorAmerica.Hoovers,n.d.Web.15Mar2012. <http://www.hoovers.com/company/Hyundai_Motor_America/cyjrki-1.html>.

“CrashtheSuperBowl.”AmazonWebServices.EffieAwards,2008.Web.15Mar2012. <s3.amazonaws.com/effie_assets/2008/2592/2008_2592_pdf_1.pdf>.

“FordandTomJoynerFoundationSailtheHighSeasforFifthYeartoBenefitHistoricallyBlack 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 toBenefitHistoricallyBlackCollegesandUniversities.asp&xgt;>.

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.asp&xgt;>.

“Millennials: A Portrait of Generation Next.” Pew Social Trends. Pew Research Center, Feb 2010. Web. 15Mar2012.<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 autoshow.htm>.

“Pandora.comTrafficandDemographicStatistics.”Quantcast.2012.Web.15Mar2012. <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>.

“SalesReports.”OfficialU.S.MediaNewsroom.NissanandInfinity,2012.Web.15Mar2012. <http://nissannews.com/newsroom/59/202/sales-reports>.

“Spotify.comTrafficandDemographicStatistics.”Quantcast,2012.Web.15Mar2012. <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 DatabasesComScore

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

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THE TEAM

Account Director: Scott GilbertTraffic Director: Jeanette DickiePlans Book Art Director: Calvin HartPlans Book Editor: Kimberly Guel

Account Planning: Zac Fox (Dir.)Randy CantuKristyna LewisonAnjali AlexanderNataly Vega

Creative Team: Dwayne O’Brien (Dir.)Isabelle Chabrier Carmina ValdesAli ParmarJoe McKinneyJoseph Jass

Christie NguyenAri DiozonLisa LiuLainee HooksMedia Planning: Mike Le (Dir.)Tarah Davison

Marketing: Candace Queen (Dir.)Dustin Kalman Owned Media:Henry Lee (Dir.)Public Relations: Jamie Sexton (Dir.) Fahima Al-UqdahAdriana FariasGinne Carrillo

Fundraising:Ginne CarrilloProfessors:Larry KelleyRosario 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 • JF&A, 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 -

Business

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