The automotive industry is trending towards smaller, more fuel efficient vehicles. Foreign automakers like Toyota, Honda, and Nissan have generally fared better than domestic brands. However, Toyota and Honda have faced recent troubles including recalls and decreasing quality perceptions. Hyundai and Kia have increased dramatically in both quality and sales. For multicultural millennials, the key factors in an auto purchase are quality, value, and style, with Toyota and Honda currently leading Nissan in these areas due to distorted perceptions from media coverage of recalls and quality issues.

1. Car and Driver:
Made for Each Other

2. ExecutiveaSummary
our campaign - at glance
The automotive company Nissan has charged us with conceiving an integrated marketing campaign to target the multicultural
millennial demographic, which consists of African American, Hispanic and Asian “millennials”: ages 18-29.
First, we had to understand our target market. For months, we conducted primary (one-on-one interviews, focus groups, online
surveys) and secondary (Simmons OneView, R.L. Polk, Consumer Reports) research, which brought to life our strategy.
We found that in order to demand the attention and persuade our target market, we must appear not as detached salesmen
working for a faceless corporation, but as peers, equals. Think of it not as a wolf in sheep’s clothing, but as a wolf among its pack:
familiar.
Because of the knowledge gained through research, we developed a strategy that positions Nissan as a healthy competitor to
Toyota and Honda, brands that have historically outperformed Nissan in this market segment.
We will highlight features of our vehicles, personality characteristics of multicultural millennials and then relate the two in order for
the consumers to find their “match.” In fact, we will go so far as to create a website that parodies the increasingly popular online
dating sites.
Through print media, we will showcase in pairs: each ad will harbor a vehicle (the Versa, Sentra, Altima, Rogue and Pathfinder
foremost) and its human counterpart: not just an owner, but a companion.
A perfect analogy is how some pet owners eventually start to look like their pets. We will deliver this idea to people in a fun,
lighthearted fashion that still manages to deliver valuable information about the product.
Because multicultural millennials are immune to the sales pitch, we will broadcast an air of transparency. This is essential to
winning over the target. Our ads will always have a white background. We feel that this presents the product and the message as if
nothing is being hidden.
We will have an app that not only has every bell and whistle imaginable for Nissan’s own products, but also options to compare to
that particular vehicle’s competitor across the category.
We will hide nothing. To gain the trust of the multicultural millennials or MCMs, which research has proven is imperative to
success, we will open our doors and invite all of them the opportunity to get behind the driver’s seat of the car that is their perfect
match.
Car and Driver: Made for Each Other.

3. Table of contents
Situation Analysis execution
Research 2 paid 19
Target Market 3 created 23
Primary research 5 earned 26
consumer analysis 6 owned 28
company analysis 7 media flowchart 29
competitive analysis 8 budget 30
market analysis 10
swot analysis 12 Evaluation
evaluation plan 31
Strategy
campaign objectives 13 Appendix
campaign strategy 14 list of sources 32
campaign overview 15
communication plan 16 contributions
media strategy 17 team roster
creative strategy 18 special thanks
tHE Assigment
Increase Nissan’s total multicultural market share by targeting the African American, Asian and Hispanic
Millennial segments through a year-long IMC Campaign that will build awareness and lasting favorability
among these segments in the United States. 1 table of contents

4. RESEARCHTO FIND OUT & HOW WE DID IT
WHAT WE WANTED
RESEARCH OBJECTIVES
Determine which aspects of Nissan’s vehicles
are attractive to Multicultural Millennials
Uncover psychographic and behavioral characteristics
of Multicultural Millennials
Decipher Multicultural Millennials’ perceptions
of auto companies in the class
Derive automptive purchase trends among
Multicultural Millennials
Pinpoint Multicultural Millennials’ common
lifestyle trends
Discover the media consumption habits of
Multicultural Millennials
2 SITUATION ANALYSIS

5. TARGET MARKET DEMOGRAPHICS
18-29 YEARS OLD
MULTICULTURAL MILLENnIALS 17%
ASIAN
49%
43%
57%
34% WOMEN
We found that MC Millennials have a few things in common AFRICAN
AMERICAN
HISPANIC
MEN
active in social media They’re trendsetters COMMUNITY IS IMPORTANT
83% use social media 70% are always looking out for 84% feel the need to get
the next big thing in technology, more involved in their community
76% are on Facebook for fashion, music, or art as opposed
more than an hour every day
71% have “liked” a brand to
to 53% of White Millennials Education is top social concern
29% donate to education as
VALUES
receive an offer 56% believe they are always one opposed to 10% of White Millennials AUTHENTICITY
of the first to know about cultural
58% use Twitter “all the time” events, happenings, and trends STYLE
UNIQUENESS
SUBSTANCE
THEY LIKE BRANDS WHO CARE SKEPTICAL OF ads They’re Tech Savvy FAMILY
89% are likely to switch brands if 48% say word-of-mouth 90% use the internet regularly COMMUNITY
the second brand is associated influences their purchases,
with a good cause
Only 17% say a TV ad prompted 62% access the internet via a
69% consider a company’s social
and environmental commitment
when deciding to shop
them to buy
Only 29.3% say they are
mobile device
94% own a cell phone
Beliefs
brand loyal EDUCATION IS CRUCIAL
74% consider a company’s social A cause or incentive is required 88% text using their cell phone
and environmental commitment to follow a mass brand regularly
OPTIMISTIC ABOUT FUTURE
when deciding to shop
FAMILY AND FRIENDSHIPS
8 in 10 will take action on behalf ARE IMPORTANT
of brands they trust such as joining sense of cultural acknowledgement
communities, posting reviews and
sharing brand experiences with
others
TOP MC Millennial DMAs is key to their identity
New York, NY San Bernardino, CA By cross-analyzing the
87% agree companies making a
sincere effort to be part of their
community deserve support
Los Angeles, CA
Chicago, IL
Miami, FL
San Diego, CA
top asian, african
american and hispanic
DMAs with the top
ATTITUDES
Washington, D.C. Detroit, MI millennial DMAs, we PURSUE CHALLENGES
THEY’RE PASSIONATE Houston, TX Phoenix, AZ were able to assemble
LIKE TO TRY NEW THINGS
Atlanta, GA Boston, MA this list of top
186% more likely to be involved in Dallas-Ft. Worth, TX Seattle, WA Multicultural Millennial ENJOY ENGAGING IN COMMUNITIES
the arts/design/entertainment/media San Francisco, CA Baltimore, MD DMAs.
OPEN TO CHANGE
Want to live and pursue their Philadelphia, PA
passions
Prefer to be defined by their choice
in music and art
thenextweb.com Images USA Slideshow Pew Research Center
3 SITUATION ANALYSIS

6. TARGET MARKET OF 3 SPECIFIC SEGMENTS
OUR TARGET MARKET CONSISTS
AFRICAN AMERICANs HISPANICs aSIANs
34% of the MC Millenial 49% of the MC Millenial 17% of the MC Millenial
market market market
13% of the US Millenial 19% of the US Millenial 4% of the US Millenial
population population population
$66,000 median $68,000 median $78,000 median
household income household income household income
Watch an average of
40 hrs of TV per Over 75% of media Chinese are largest
consumption is spent segment comprising
week, more than any
other segment on TV and radio 23% of Asians
Opportunities: Opportunities: Opportunities:
Heavy media consumption, especially TV Size, growth and spending power Younger than average U.S. population -
and magazines 31.6 versus 35.3 years old
Urban population concentration allows Large millennial population that is
increasingly affluent 44% of Asian American have Bachelor’s
for easier geographic targeting (40% of degree or higher versus 25% of US pop.
African Americans live in 10 cities) Urban population concentration - 55%
Significant spending power and market live in top 10 urban areas More likely to purchase a new car over
size a used one
Latino identity - all bound by language
Higher median household income than
Challenges: any other segment in the U.S.
Challenges:
Greater segmentation - values and
opinions differ vastly based on age, Varying cultural backgrounds means Challenges:
gender, socioeconomic status and varying opinions and values Most diverse ethnic group in the U.S.
education
Varying levels of acculturation, language Wide range of languages spoken
Declining optimism - only 44% believe usage and assimilation
their current situation will improve Toyota and Honda have a strong hold
on this segment
4 SITUATION ANALYSIS

7. Primary Research MARKET
WHAT WE LEARNED FROM OUR TARGET
Overall Opinion of Brands Rate Brand’s Value KEY INSIGHTS
250
250
200
The target’s overall opinion of Nissan
200 is better than the domestic brands but
lags behind Honda and Toyota.
150
150
The target believes Nissan is a better
100
100 value than the domestic brands but
wanes in comparison to Honda and
50 50 Toyota.
0 0
The target believes Nissan’s quality
Nissan Honda Toyota Chevrolet Ford Nissan Honda Toyota Chevrolet Ford is better than Chevrolet and Ford
but falls short of the quality of Honda
and Toyota.
Excellent Fair Very Poor
Nissan seems to be the leader in
styling and visual appeal when
Rate Brand’s Quality & Engineering 250
Rate Brand’s Style and Visual Appeal compared to their competitors.
250
200 200
150 150
Conclusion
100 100 It appears that Multicultural Millennials
seem to favor Nissan in terms of the
50 50 style and visual appeal of their vehicles,
but do not perceive their quality or
value to be up to the standards of Honda
0 0
Nissan Honda Toyota Chevrolet Ford Nissan Honda Toyota Chevrolet Ford and Toyota.
5 SITUATION ANALYSIS

8. Consumer Analysispurchase path
We analyzed and reevaluated the
Path to purchase
The traditional purchase path funnel, as we know it, is outdated and is no longer relevant. The traditional path, which assumes the
consumer goes from awareness, to interest, to desire, to action, also assumes that people are predictable, linear and rational beings. We all
know this is not the case and probably never was. Though these steps make sense in theory, with the advent of the internet, social media,
blogs and online consumer reviews, they do not accurately represent the reality of today’s buying process, especially when it comes to
millennials.
In this word-of-mouth led world, the research and buying process has become naturally non-linear and in most cases some of the
traditional purchase path steps are skipped entirely in a constantly self-correcting, efficient and evolving marketplace. The path to purchase
has evolved into a non-linear network of influences, including advertising, news media and blogs, online consumer reviews, recommenda-
tions from friends and family and social media, in which one, some or all influences may be utilized in making a final purchase decision.
impact on nissan
Online This new purchase path is
Advertising News Media Consumer
& Blogs the exact reason why we
Reviews believe that Nissan has had
such a hard time achieving
the kind of success that
Toyota and Honda have seen.
The new purchase path has
favored Toyota and Honda in
that their numerous quality,
value and safety awards and
accomplishments have been
Competitive bloated and distorted by the
Trigger Alternatives purchase news media, which is then
further disseminated among
social media, blogs and
consumer reviews, thus
further distorting and
exaggerating the actual
difference in quality and value
between Nissan and their
Friends & Social foreign competitors. This all
Family Media ultimately leads to the warped
perception that Nissan’s
quality and value do not
measure up to that of Toyota
or Honda and will prove to be
Nissan’s biggest obstacle.
6 SITUATION ANALYSIS

9. companyatAnalysis
We took a look nissan’s identity
mission Statement
Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all
stakeholders in alliance with Renault.
company culture
Nissan believes that cars should change the world and the way we move through it. As we embark on a new decade,
Nissan's manifesto is to build vehicles that are more efficient, more beautiful, more inspiring and more human than ever
before. Over the past decade a SHIFT_ has been made. Nissan has nearly doubled the number of models offered and
nearly doubled its sales. In 10 years, the diverse lineup has grown to include Nissan's first full-sized truck, all-new hybrid
technology and a 21st-Century supercar. And this is only the beginning of what's to come.
Awards & Recognition Core Models
2011 Fast Company’s 50 Most Innovative Companies Versa
- Nissan placed fourth overall behind Apple, Twitter and Facebook Sentra
- Only automotive company on the list
Altima
2010 Nissan Pathfinder Wins AutoPacific Best in Class Vehicle Satisfaction Award and
best in class in the category of premium mid-size sport utility Rogue
Nissan Leaf: The first mass-produced 100% electric automobile Pathfinder
2011 World Car of the Year: Nissan Leaf
Nissan North America won the EPA’s 2012 Energy Star Sustained Excellence Award
7 situation analysis

10. Competitiveauto industry
WE TOOK A LOOK AT THE
ANALYSIS
AUTOMOTIVE INDUSTRY trends
The US automotive market has been through a number of drastic shake-ups in the past few years with the
AUTOMOTIVE INDUSTRY MARKET SHARE repercussions creating the current industry landscape. In recent years, both domestic and foreign automakers
GM have had troubles. Domestic brands have suffered through a crippling recession, with GM and Chrysler taking
OTHER 19.7% government bailouts to prevent bankruptcy. Brands such as Pontiac, Hummer and Saturn went out of business
30% entirely. Coming out of the bailout, GM, Ford and Chrysler revamped their product lines with smaller, more fuel
efficient European influenced cars, too critical acclaim and sales success. Foreign automakers have generally
fared better, with imports remaining the top sellers in most markets. However, Toyota and Honda have both
FORD faced troubles. Toyota has endured several recalls and bad media concerning popular models such as the
16.6% Prius. Honda’s quality has been decreasing the past few years with critics complaining that cars have become
designed to be as cheap as possible and no longer fun to drive. In addition, the tsunamis of March 2011
HYUNDAI disrupted Honda and Toyota’s supply lines, leading to dealer shortages across the nation. Lastly, Hyundai and
4.9%
Kia have experienced a massive increase in both quality and sales, nipping at the heels of the big three
HONDA imports. (Honda, Toyota, Nissan)
8.5% TOYOTA
NISSAN 11.5% Overall the industry is trending towards more small, fuel-efficient cars as well as an increase in crossover
8.8% SUVS, with consumers ditching gas guzzling SUVs and large cars. American automakers have taken cues
from their European rivals in terms of styling and design while foreign makers have remained on top of percep-
Multicultural Auto Market Share tion of quality and reliability.
OTHER Toyota
22% 22% AUTO PURCHASE FACTORS Purchase INTENT top-of-mind awareness
Brand 2012 Brand 2012 Brand 2011 2012 % Change
Safety 65% #1 Ford 16% #1 Ford 85% 87% 2.4%
hyundai
5.9% Quality 57% #2 Toyota 14% #2 Chevrolet 75% 76% 1.3%
Honda Value 51% #3 Chevrolet 13% #3 Toyota 68% 70% 2.9%
ford 16.6%
9.7% Performance 49% #4 Honda 9% #4 Honda 52% 57% 9.6%
Design/Style 24% #6 Nissan 3% #9 Nissan 29% 36% 24.1%
CHEVY Nissan
10.7% 13.1% Quality and value are Although Nissan seems to Nissan lags far behind the competitors in
among people’s top fall far behind their top-of-mind awareness, however they have
automotive purchase competitors in purchase made a significant jump from 2011 to 2012.
Though Nissan has now surpassed factors, explains why the intent, this does not reflect
Honda and is gaining on Toyota in perception of Nissan’s current market shares.
total automotive industry market lack of quality and value, However, we believe these
share, they fall behind them when compared to Honda results support our belief that
in Multicultural auto market share. and Toyota, have hurt strongly-rooted misconceptions
them. of quality and value are present.
8 situation analysis

11. Competitive ANALYSIS compares
and we took an in-depth look at how Nissan
to the other guys
HONDA Toyota CHEVROLET FORD
STRENGTHS STRENGTHS STRENGTHS STRENGTHS
Long history of quality and Largest import auto brand in Chevy has a long history in the Only U.S. automaker to not
reliability, great value. the U.S. U.S. with great brand accept government money in
recognition. the bailout.
Honda cars have always High perception of quality and
gotten good gas mileage and reliability, along with high Chevy has introduced a Have introduced several
been very dependable. resale values. number of successful new cars successful new cars recently
including the Volt, Sonic, and including the Fusion, Fiesta,
Good brand recognition in the Cars have high MPGs, and are Cruze. and Edge.
U.S. viewed as leaders in
engineering. Chevy has a diverse product Revitalized cars such as the
WEAKNESSES line featuring everything from Focus, Taurus, and Escape.
Recent dip in quality and WEAKNESSES subcompact cars to heavy duty
trucks.
reliability has led to a decrease Multiple recalls of the past few
in perception. years have led to negative WEAKNESSES
perceptions. WEAKNESSES Along with the other U.S.
Nissan recently surpassed automakers, Ford remains in a
As a part of GM, Chevy took
Honda as the number 2 import Not viewed as leaders in weak financial position after
government money in the 2009
in the U.S. styling and performance. the recession.
bailout, leading to negative
perceptions.
Suffered production loss due to Suffered production loss due to Ford has had to recall a large
the 2011 tsunami, leading to the 2011 tsunami, leading to number of its Escape models,
Chevrolet still remains in a
decreased inventory in dealers. decreased inventory in dealers. leading to decreased customer
weak financial position
following the bailout. trust.
Chevrolet has had image
problems with some recent
models such as the Volt
(catching on fire)
9 situation analysis

12. MARKET ANALYSISMARKET
WE TOOK A LOOK AT THE CURRENT
MARKET pOTENTIAL Top Diverse Auto Markets
We calculated the market potential, using the CDI and BDI, for the
states in which our top multicultural millennial DMAs are located.
Nissan DMA Market
Michigan Rank Share
CDI: 63
BDI: N/A* New York
CDI: 95
BDI: 250 #3 Miami 8%
Washington
CDI: 73
BDI: N/A* Illinois #5 Houston 6.7%
CDI: 93
BDI: 82
#4 Boston 7.6%
Massachusetts
CDI: 109 #5 Wash. D.C. 7.1%
BDI: 87
Pennsylvania
CDI: 95
#5 Dallas 8.4%
BDI: 129 Maryland
CDI: 105 #6 Chicago 7%
BDI: N/A*
#5 Philadelphia 8%
Georgia
California CDI: 92
CDI: 80 BDI: 53 #3 Los Angeles 7.6%
BDI: 61
Arizona
CDI: 89
#3 New York 9.7%
BDI: 63
From this chart, we can see that Nissan does
*There was not a sufficient sample size to accurately
calculate the BDI Florida
not rank any higher than third place in the top
Texas CDI: 107 multicultural auto markets. This means we
CDI: 98
BDI: 68
BDI: 138 have plenty of room for growth and improvement
within these markets.
From the numbers we can infer that states like Arizona, California and Washington have much
potential for the car category to grow. This juxtaposed with states like Massachusetts,
Maryland and Florida, which have higher CDI numbers indicates the car category here is well
developed and Nissan will have to work harder to differentiate itself from the competition.
Similarly, from the BDI numbers we see that in states like Texas, Georgia and Illinois, the
Nissan brand has not reached its full potential and has room to grow. Whereas in states like
Florida, New York and Pennsylvania the Nissan brand is well developed, which indicates a
good consumer base.
10 situation analysis

13. MARKET ANALYSIS
To fully undertand Nissan’s position in the market and determine
possible opportunities and threats to the brand, an analysis of all
political economic, social and technological factors must be
conducted.
and the outside factors
Political Economic
The Environmental Protection Agency U.S. Economic Woes
- Fuel emission standards - GM and Chrysler took government bailouts
- Ecological/environmental legislation Economic Trends
Department of Transportation - In 2008, the economy hit its lowest point since the
- Vehicle safety standards Great Depression.
Competitive Pressure - Economy still not fully healed
- Honda and Toyota, both from Japan as well Overseas Economies
Wars and Conflicts - Global economy felt affects of the U.S. Great
- Middle Eastern conflict’s impact on oil prices Recession
- Has resulted in change in consumer purchase Purchase Patterns
patterns - Holiday season
- Lingering WWII sentiment of Japan and Japanese - Purchase/trade-in cycles
vehicles - New model rollout (fall)
- Old model clearance sales
Social Technology
Lifestyle Trends Technology Development
- Mobility: changing the way people live and work - Auto industry is slow to adapt to change, compared to
Internet’s influence on purchase decision other industries
- Creates a more informed consumer - Large amount spent on consumer research
Advertising and Publicity - Traditional boundaries blur as technologies converge
- Auto industry spends billions every year in ads Information and Communications
- Media influence can be significant-seen during - Consumers research and compare vehicles online
Toyota’s recall - Dealers have been slow to shift focus to the internet
Ethical issues in terms of communication with consumers
- Socially-minded generation seeks sustainable High Consumer Expectations
technology - Rapid advances in technology have created higher
- The “green” trend is a result of this consumer expectations of vehicle innovations
- Use of fossil fuels and effects on the environment are
among top concerns
11 situation analysis

14. SWOT ANALYSIS wEAKNESSES, OPPORTUNITIES
WE EXAMINED NISSAN’S STRENGTHS,
AND THREATS
STRENGTHS WEAKNESSES
- Most innovative brand - Poor brand equity
- Comparable resale value/depreciation rate - Model-driven rather than brand-driven
- Rated highest in style - Current campaigns fail to deliver optimal
- Comparable fuel efficiency unified message
- Failure to communicate effectively to target
- Competitive pricing audIence
- Well established brand - Failure to highlight innovative nature of THE
company
- Nissan currently spends the least IN
ADVERTISING
OPPORTUNITIES
SWOT THREATS
- Perception of value, quality - Poor brand equity
- Multicultural market indifferent - Model-driven rather than brand-driven
to brand, but for no legitimate reason - Current campaigns fail to deliver optimal
- Brand perception not as high as Toyota and unified message
HondA because of lack of awareness - Failure to communicate effectively to target
- Create brand loyalists with first-time car buyers audIence
- Tapping into the multicultural market - Failure to highlight innovative nature of THe
company
- Nissan currently spends the least IN ADVERTISING
12 situation analysis

15. Campaign Objectives our campaign
WE set some goals to achieve through
For Nissan to be able to
Marketing Objectives reach the levels of market share
within the multicultural segment
Automotive Industry Market Share that Toyota and Honda currently
enjoy, a change in perception
Perception Map
Current 8.8% must occur. Luckily, Nissan does
Quality & Value
not fall far behind the
Goal 9.5% competitors.
0 2 4 6 8 10
We feel that the marketing
and advertising objectives that Where we
Multicultural Automotive Market Share we have set for this campaign want to be
are attainable, and when
Current
achieved, will be sufficient to
13.1% propel Nissan to the same level Where we are
of opinion among the target
Goal 15% audience as Honda and Toyota. Styling & Visual Appeal
0 3 6 9 12 15 With our marketing strategy, the
perception of Nissan will be
changed among the target
audience and our goals will be
reached.
Advertising Objectives
Overall opinion of the brand perception of quality
Current 4.17 Current 4.15
Nissan is currently perceived as more visually
Goal 4.4 Goal 4.4 appealing than the competitors but cannot seem to
0 1 2 3 4 5 0 1 2 3 4 5
reach quite the same level of perceived quality and
value among the target audience. By completing our
objectives with this campaign, Nissan will be
Perceception of style perception of Value perceived as the most stylish and the best quality
and value in the segment.
Current Current
4.25 3.97
Goal 4.5 Goal 4.4
0 1 2 3 4 5 0 1 2 3 4 5
*Our advertising goals are based on weighted averages on a scale of 1 to 5.
13 objectives

16. Campaign Strategy
To lay a foundation for our strategy, we went back
and took a look at some of the insights that we
formed from our research. From these insights we
were able to see some clear problems that Nissan
has within the target audience. After discovering
Turning PROBLEMS INTO oPPORTUNITIES Nissan’s problems, finding strategic opportunities
within the market were key to creating the framework
for our strategy.
Problems Opportunities
Many Nissan innovations are We will effectively articulate Nissan’s innovative features by
virtually unknown among the target not only highlighting the features, but also showing how these
due to ineffective communication features can apply to their lives. We will demonstrate how
these innovations can complement their unique lifestyles to
articulate the message that Nissan is the perfect match for
them.
The target audience perceives We will be taking an emotional approach to change this
Nissan to be of lower quality and innaccurate perception. We feel that simply listing off
value than Honda or Toyota innovative features will not be enough to overcome years of
awards and accolades that Honda and Toyota have received
that have led to this misconception. By appealing to the
target audience on an emotional level and forming a bond
with them, we believe we will be able to overcome this
misconception and position Nissan as a competitive
alternative by taking this innovative approach to selling cars.
Nissan has historically taken a Nissan’s model-driven marketing has resulted in some
model-driven approach instead of a models doing very well within certain segments. However, for
brand-driven approach to marketing Nissan to claim the position in the market that they deserve,
we believe a more brand-driven initiative could propel Nissan
to a more lucrative position within the market. We will use a
blend of different techniques to position Nissan as the brand
that is the perfect match for the multicultural millennial
consumer.
Nissan’s dealership experience rated We will attempt to create a better dealership experience for
lowest among the target audience the multicultural millennial consumer by reducing anxiety and
implementing a more open and transparent strategy.
14 strategy

17. CAMPAIGN OVERVIEWborn
From our insights, a strategy was
PURPOSE Campaign Message
The growing and influential multicultural millennial segment Made for Each Other
has been identified as the strategic target to grow Nissan’s The Millennial generation, being highly immune to traditional
multicultural market share. advertising, does not respond well to ads that simply ramble off
engineering feats and other industry jargon. Millennials want to
know how these features and innovations will apply to their
OBJECTIVEs lifestyles. Through the Made for Each Other campaign, we will
- Highlight Nissan innovations relevant to the target audience show multicultural millennials exactly how Nissan’s innovations
- Demonstrate how these innovation can compliment their lifestyle can be a perfect match to their individual, and sometimes unique
- Create and establish a bond with the target audience by lifestyles. By showing them how the innovations will benefit them
appealing to them on an emotional level and apply to their lifestyles, we are appealing to them on not just
- Position Nissan as a competitive alternative to Honda and Toyota a functional level, but more importantly, an emotional level.
Brand Message Creative vision
Nissan is the most innovative and technologically advanced Multicultural millennials are highly unique and often live very
full-line car manufacturer in the automotive industry. This different, individual lifestyles. To appeal to this segment, we
makes Nissan a competitive alternative to Honda and Toyota. will highlight innovative features of Nissan vehicles that will
compliment the driver’s unique lifestyles. By doing this, we
will be able to highlight important Nissan innovations, show
CREATIVE THEME the target audience exactly how these innovations can
Made for Each Other. benefit and compliment them personally and ultimately why
Nissan vehicles and Millennials are Made for Each Other.
Tone
The tone of the campaign is quirky, light-hearted and fun. This
is a tone that will resonate well with the target audience and
will help show that we understand them and their lifestyles.
15 strategy

18. Communication Plan
It is important to understand the plan of
action for communicating our strategy to
the target audience. With this plan, our
communication objectives will be met and
HOW WE WILL COMMUNICATE THIS STRATEGY the message will be articulated effectively
through our executions.
highlight appeal Appeal
features to to
lifestyle emotions
We will highlight the Once we highlight a specific To overcome deep-rooted
innovations and features that innovation or feature, it will be misconceptions about Nissan’s
apply most to our target important to demonstrate quality and value, we will build
audience. It is important that exactly how that feature can a lasting relationship with
they are able to easily relate to compliment the target’s unqiue multicultural millennials by
the features so that they will be lifestyle. Through quirky, fun appealing to them on a
able to envision how Nissan’s and comical ads, we will relate functional level as well as an
innovations can compliment the features and innovations of emotional level. This will be
their life. Nissan’s vehicles to the done through a community-
lifestyle characteristics of the building initiative to show our
target market. The target true dedication to the
audience should take away the multicultural community as well
fact that Nissan’s innovations as through our Made for Each
make them a perfect match for Other messaging. This will in
each other. turn create consumers loyal to
the brand.
16 strategy

19. Mediawe will use to
Strategy
Media can no longer be defined as “traditional” or
“non-traditional.” Media must be thought of as every
interaction that potential consumers could have with
your brand. By thinking about media like this, it is
The media easier to strategize your media plan by grouping your
executions into these four categories.
execute the strategy
PAID EARNED OWNED
Any existing property that
CREATED
Anything new media vehicles
Any media that we pay for, Any word of mouth or buzz
including traditional and digital generated without paying for it, exhisted before the campaign designed solely for the use of
ad space. including PR, social media and/or will stay in place after the campaign, such as mobile
buzz, blogs, reviews, the campaign, such as a applications, branded
forums, etc. website, or physical retail entertainment, campaign
locations. websites,
etc.
Our paid media will be used to Through our earned media, we Our owned media will mostly Our created media will also act
convey the message behind hope to build a lasting be used to supplement the as a supplement to our other
our Made for Each Other relationship with multicultural rest of our marketing efforts. media, but in a more
theme. These ads will highlight millennials and create brand Previously owned online interactive way. Our created
Nissan’s features and loyalty among this segment. destinations, such as media will give the target
innovations and demonstrate We plan on using nissanusa.com, Nissan USA audience opportunities to
how these features can community-building public Facebook page and Twitter physically interact with the
compliment the target relations initiatives to create a profile will be utilized to brand through various
audience’s unique lifestyles. good name for Nissan among supplement the Made for Each methods, such as events, a
Implementing will instill the the target audience and create Other Campaign. We feel it is mobile application, contests
notion, the gut feeling that buzz among the community important to utilize these and social media. This gives
Nissan understands them and and online. We also believe owned online properties during us more opportunities to
what their needs are when it our Made for Each Other the duration of the campaign engage the target audience
comes to a vehicle. theme and messaging will help to ensure traffic after the and form those lasting
generate positive emotions completion of the campaign. relationships.
toward Nissan by showing our This strategy also allows us to
understanding of their values be able to evaluate the
and culture, which will further effectivesness of other online
our relationship-building executions that drive traffic to
efforts. these sites.
17 strategy

20. CrEATIVETOStrategy
FROM STRATEGY EXECUTION
The creative strategy for this campaign is based around the
campaign tagline: Made for Each Other. All executions will
center around this theme and will include the following
elements to communicate the messaging:
We will utilize a quirky and humorous tone across all creative
executions
Print ads will incorporate innovative features of the vehicles and how
those features compliment the driver’s lifestyle as well as comical
personification of Nissan vehicles to communicate the concept that the
vehicle and driver were made for each other (the idea here is similar to
the idea that some pet owners look strikingly similar to their pets).
All print ads will incorporte the campaign tagline, Made for Each Other.
Television ads will demonstrate how innovative features of the vehicles
can help the driver through different situations that occur in their lives.
They will also include the Made for Each Other tagline.
The digital campaign, incorporating online advertising, social media
and the Nissan Match website, will incorporate the same “Made for
Each Other” theme but will center around the idea of internet dating
profiles and finding your perfect match, encouraging the user to find
Made for each other.
their perfect match at nissanusa.com/match.
Internet banner ads and other digital executions will incorporate the
tagline Find Your Match, to further the internet dating theme of our
digital branch of the Made for Each Other campaign.
18 strategy

21. Paid
Magazines
Reaching our audience
through targeted media
Transit shelter ads, along with billboards and most other outdoor advertising, were found to be more effective
among multicultural millennials when compared to their Anglo counterparts by a high margin. Transit shelter ads
will only be placed in DMAs with a vibrant public transport system. For example, when compared with the
Dallas-Fort Worth metroplex, New York has a much more developed public transit system. For DMAs with less
popular public transportation, billboard advertising will be utilized.
Billboards have a similar effectiveness to transit shelters among our target audience. Both of these will only be
used to set up the launch of new product lines.
TRANSIT SHELTERS
Magazines: The magazines were picked based on their popularity among key demographics. Latina magazine
for the Hispanic market, Fast Company for the Asian/Chinese demographic and Black Enterprise from the
African American segment. Each of these is very specifically targeted and has a high circulation among the
corresponding demographic segment.
BILLBOARD
19 Paid

22. Paid
building wraps
Reaching our audience
through targeted media Radio
Radio advertising will be used to support the
Nissan Matchup Concert Series. Ads will be
placed three times a day every day of the week
for six weeks leading up to the concert series in
the 10 DMAs with concerts. Ads will be on the
top two radio radio stations, popular among
the target audience in the DMA.
Cinema
Cinema advertising is very effective, especially among our
target audience. Four ads will be rotated to promote the
Innovation Nation initiative and be broadcast solely in theaters.
20 paid

23. Paid
PANDORA
Reaching our audience
through targeted media
Facebook Ads
There are more than 58 million
millennials on Facebook. Though
the network does not allow
advertisers to target by race,
because of the information gathered
by the Census Bureau, we can infer
that by using Facebook, we will be
reaching more than 15 million
multicultural millennials.
We are also only paying for clicks,
not simple impressions.
Although Pandora may not look very appealing to advertisers on paper, many big-name brands are taking
advantage of this medium. Millennials are the foremost users of Pandora. For that reason, and for the availability of
virtual square footage offered by Pandora, we have chosen to host entire “skins” on the site. This means that
whenever users log in to their Pandora accounts to enjoy the innovative movement that provides free, streaming
Google Display ADS music, they will be exposed to our messaging.
Display ads for dating
Hulu
websites are becoming
increasingly popular in
internet advertising.
Some of these ads can
be fairly sophomoric.
We will take advantage
of what users already
think of as a joke, then
ignore.
Once clicked, the ad will
direct the user to the
NissanMatch.com
website.
It is a humorous way to
gain the attention of the
user, which will result in
more traffic to the site.
Hulu is an entertainment medium that shows no signs of slowing down. For the mere price of time
(being forced to watch an ad, without the luxury of fast-forwarding through it on one’s DVR), users can
watch their favorite programs whenever, wherever they wish. Hulu has an impressive, ever-increasing
amount of users - especially those within out target market. This means that same number are not only
exposed to our messaging, they are required to watch the whole commercial.
21 paid

24. Paid Reaching our audience
through targeted media
Television
Carmen and her Nissan Driver is seen going Narrator talks over video Narrator says how the
Rogue, Bella, are through various emotional about features of car and Rogue can get over 400
introduced by the states in different outfits. how they complement the miles on one tank, which is
on-screen/off-screen driver perfectly. plenty of time to get over
narrator. her ex-boyfriend, Steve.
Ex-boyfriend Steve is seen Steve becomes very angry Carmen zooms by him in Carmen is then seen in a
trying to start his car, and tries to get Carmen to her Rogue and pelts Steve very happy, victorious
Rhonda. come pick him. and his inferior car with manner, riding off into the
eggs. bright future without Steve.
The Nissan logo, as with
every commercial, will be
Spots will be aired during breaks of a wide variety of programs on traditional televi- impossible to miss at the
sion (both network and cable) and Hulu. We chose to deliver our message through end of the shot.
the most watched sitcoms, reality TV, sports and award shows by our target market, Narrator says tagline, “Car
in addition to two Super Bowl commercials, which are held on a greater plane, under and Driver: Made for Each
a bigger spotlight than others. Other.”
22
paid

25. Created Creating buzz and forming
bonds through brand interaction
NISSANMATCH.COM
The Nissan Match website will
be the hub for the entire “Made
for Each Other” campaign. All
advertising will direct people to
the Nissan Match website.
The website will allow users to
enter character and personality
traits and match them with the
car most appropriate for them.
Users will be able to chose from
preset options to narrow down
the car that works for them.
Visitors will also be given the
option to post the results of their
quiz to social media such as
Facebook and Twitter. This feature
will also be included in the Nissan
mobile app and Nissan Facebook
page.
23 created

26. Created Creating buzz and forming
bonds through brand interaction
NISSAN MATCH-up concert series Nissan blind Date
As part of our public relations efforts we will conduct
the Nissan Blind Date program. Two prominent auto
bloggers will be chosen from each DMA and be given a
2014 Nissan vehicle for two weeks, a couple of months
before the official launch. These bloggers will be able to
drive around and evaluate their vehicle. In return they
write a review for their vehicle and post it on their blogs.
This will work in multiple ways. First, the captive audience
that the blogger already has will be exposed to Nissan.
Second, people looking for product reviews when buying
cars will be likely to see the blog posts and be influenced
by them. Thirdly, it should create a good amount of buzz
Another aspect of our public relations efforts is the Nissan Matchup leading up to the initial launch of the 2014 line. This is
Concert Series. This will be one concert each in our top 10 DMAs. On our useful because research showed millennials are more
Nissan Matchup website there will be two lists of artists for visitors to choose likely to turn to the Internet for product reviews before
from, the idea being 'which two artists have you always wanted to perform making a purchase. Finally, having people drive around as
together.' This ties in with our matchup theme as the artists combinations will yet unreleased Nissan models in target DMAs will
be counterintuitive couplings that one would not ordinarily see together. increase awareness and buzz around new products.
Visitors to the website will vote on which artist combination they would like
to perform in their area. The combination with the most votes wins.
24 created

27. Created Creating buzz and forming
bonds through brand interaction
Nissan Match App
iPod Interface System
Allows you to use your mp3 player with
steering-wheel-mounted controls and view
song info. Or choose a standard auxiliary
audio input jack and connect an iPod or
other MP3 device. Nissan Navigation System
A 5-inch touch screen is built into the dash
with 3-D perspective map viewing, points of
interest and even displays incoming calls.
Nissan Intelligent Key
recognizes you as you approach, unlocking
Versa’s doors and hatch and even starting
the engine.
Xtronic CVT
(Continuously Variable Trnsmission)
of power and smooth ride with no
shift-shock.
Nissan Chatter
@AdrianCho: love the new #blownaway campaign by @nissan @Jessiluvsu: I had no idea @nissan had such awesome features. Love the new app!
Nissan Match Nissan RealView Nissan Chatter Find a Dealer
Find a Dealer
The Nissan mobile app is being developed because a majority of the target audience owns and uses smartphones. The multifaceted app
will feature augmented reality, a Nissan match feature and a comparison capability. The augmented reality feature allows users to point their
cell phone cameras at a Nissan car and the phone will display features and details about the component of the vehicle users are pointing at.
For example, if they use the feature and point their cameras at the car radio, the app will display the varied features such as Bluetooth audio
synchronization. The Nissan march feature, which allows users to enter personality traits and matches them up to an appropriate Nissan
vehicle, will also be included in the app. Transparency is key to building a relationship with the target. The app will allow users to compare
cars across the category of their choice, for example, the Nissan Versa can be compared with the Toyota Yaris, Honda Fit, Ford Focus and
Chevrolet Sonic.
25 created

28. Earned Building relationships, changing
perceptions AND BUILDING BUZZ
Innovation Nation
As part of our public relations efforts, we will
give away $10 million. The Innovation Nation
initiative asks members of American
communities to come up with solutions for
problems that affect their localities. Once these
problems are presented to us, we will select
the ones that are the best combination of
feasibility and innovation and present them on
the Innovation Nation website. Each of these
projects, when submitted, will have a fundrais-
ing goal. The website will facilitate and
encourage a crowd sourced approach to
fundraising, aiding hte creator in reaiaing the
funds needed to reach their goal. The proposer
of the project is responsible for raising half of
their goal and once that amount is reached,
Nissan will match it, up to a maximum of $10
million. A team of PR experts will be assembled
to manage the initiative.
The primary rationale behind this effort is
the fact that the target demographic, and
millennials in general, prefer companies that
give back to society, specifically their
communities. This will build lasting relation-
ships with communities, which will not fade is
value for generations to come. The initiative
will also help improve Nissan's brand image The Innovation Nation website will the the hub for information and interaction for
and position it as a company that cares about everything related to the subject. Paid advertising for the initiative will be solely via
its consumers and the communities they live cinema ads. The rest of the promotion will be conducted via social media and be
in. This ties back into the campaign objective measured on the basis of Facebook and Twitter mentions. The social media strategy
to improve brand perception among the is initiating the buzz and the rest will be done by users of the media.
target.
26 created

29. Earned Building relationships, changing
perceptions AND BUILDING BUZZ
Nissan Social Media #foundmymatch contest
The "Found My Match" contest will take place
on social media. Twelve recent purchasers - one
per month - of Nissan models will have an
opportunity to win $50,000 by broadcasting the
most innovative way in which their new Nissan
vehicle has complemented their lives; how they
have found their match. The new owners will be
encouraged to submit via Facebook and Twitter
funny pictures with accompanying stories about
how Nissan has benefited their lives - and how
the brand could improve the lives of their peers.
The submissions or user-generated content,
which as our research indicates has a substantial
Throughout our campaign we will utilize the exhisting Nissan brand Facebook,
impact on purchase decisions, will be relyed on
Twitter and Pinterest accounts. These social media profiles will be utilized to
by the exhisting Nissan social media profiles.
supplement all other advertising and media executions throughout the campaign as
well as to build buzz around our marketing efforts, PR initiatives and campaign
messaging. The quirky, target-related strategy we have formulated will help drive
traffic to these social media profiles and create an engaging brand experience for the
target audience.
27 created

30. owned Building relationships
through emotional appeal
Dealership Kiosks
Kiosks will be placed in dealerships allowing users a variety of capabilities. In
the ongoing push toward transparency, the kiosks will allow visitors to
compare vehicles across brands in the category of their choice while at the
dealership. The kiosks will also feature the Nissan Matchup capability, which
allows users to enter character traits and matches them up with the Nissan
most appropriate for them. These features tie in with Nissan's attempt at being
more transparent and improving dealership experience. Nissan may not beat
other brands in some attributes, such as price, but it's dealership experience
should compensates for that.
Nissan Clear Cost
Nissan
As part of Nissan's push towards transparency, Nissan will introduce
ClearCost. A selection of cars at participating dealerships will have a set MSRP,
ClearCost
no hidden costs, haggling or bargaining. This will establish Nissan as a brand
committed to consumer satisfaction, especially among millennials who are
disillusioned with the dealership experience. This is important because Nissan
ranked lowest in dealership experience, especially among the target market.
This initiative will ensure that multicultural millennials regard Nissan as the top
in the segment, when it comes to dealership experience.
28 Owned