This is the final draft for the AAF competition in 2012. The campaign is for Nissan. Central Edge Communications took an edgy approach into creating the innovative campaign.

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3. EXECUTIVE SUMMARY 01THE CONTENTS
Purchasing a car is a big commitment. For most, it is one of the biggest The Summary………....................…………………..1
financial commitments of their lives. When Central Edge began studying the
Edge of Advertising…………......……….........…….1
psychographics of our consumers, many things became clear. This is a brand
loyal generation with high expectations from companies. When it comes to The Analysis….......……………......…………………..2
cars, it is not features, colors, or even price that drives them to purchase a
car. They believe a company should do more than just provide products or The Research………...............…..………………3 - 4
services. They also have an expectation of community involvement. They want The Findings……....………………………………….…5
to know how that brand is going to benefit them in their everyday lives.
The SWOT.................…………………........…………6
Over the past seven months, we conducted extensive research and .
The Insights……....……………………………………..7
strategized the most effective way to reach our target market. Central Edge
associates spent a day in the life of numerous Multicultural Millennials to walk The Target.............…….............……………………..8
in their shoes. We crafted Cultural Analysis Maps to help guide us through the
campaign and uncovered barriers that were stopping them from purchasing The Competition….....………......……….........9 - 10
Nissan vehicles. The Decision........……………..……...............……11
On the following pages, we present the strategies and executions that The Process……......….…….................…………..12
will be effective in increasing market share among Multicultural Millennials
The Objectives……....…………......………………..13
who are 18 - 29 years-old. Our campaign is not grounded in Multicultural
Marketing, but it is grounded in being culturally aware. Our campaign will The Strategy………....….....…...…………………….14
reinforce that Nissan is the most innovative automotive company in the world.
Central Edge is confident that we have met all your objectives and exceeded The Vision……...........................…………………..15
Nissan’s expectations. In short, we have been as innovative as Nissan. The Creative.............…..….…………………. 16 - 18
- Scott Whisenhunt, Account Manager The Storyboard…................……………………….19
The Relationships……….………..................20 - 24
The Plan............................................................25
WE ARE THE EDGE OF ADVERTISING The Tactics.............................………...…….26 - 28
We are a diverse group of students with different majors, interests and The Numbers………..........…….......……………….29
ideas, but we all have the same belief that our clients and their brands
success comes first. With inventive ideas and strategy, our mission is to The Chart…...……………………...…………....30 - 31
accomplish all of Nissan’s aspirations and desires. We believe we have The Follow Up...……………………………………….32
done all of that and more.
Appendix and Team Roster.…………Back Cover
- Central Edge Communications

4. 02 THE ANALYSIS
While we gathered and analyzed information, we discovered several key truths about Multicultural
Millennials and Nissan. These key findings drove the Central Edge response to the problems and
opportunities identified in this challenge as well as our overall campaign strategy. Ultimately, these key
truths led to the insights that drove this campaign.
Multicultural Millennials: Nissan:
• As much as they are separated and defined by their culture and • Nissan does not have a distinctive or clearly defined personality
heritage. They are joined by their pursuit of being a part of the whole. with its prospects.
• They respect the past, but they look to the future fully confident that • Nissan makes the Evoked Set list of most Multicultural Millennials,
they can change it and correct the mistakes of those who went but it is so near the bottom that if they find a good deal on a higher
before them. They believe they can change the world. ranking competitor – they never even look at a Nissan.
• When it comes to buying a new car – they want style, features, • Nissan really is an innovative company…that is not just advertising
speed and reliability… but their choice is driven by two factors: lingo (although our prospects don’t really understand what Nissan
money and life-stage. These two factors will assist the consumer in means by Innovation, and they aren’t really sure why they should
making their final choice. care).
• They do not trust companies – and they don’t trust the advertising • Nissan is a company that pays back on a global basis - although
done by most companies. our prospects view “paying back” as a more localized response.
• Consumers expect companies to pay a price for the right to do • Nissan really does have a reason why it does what it does – beyond
business. They want to buy from companies that do more than just just making money. Their mission and vision is defined as “enriching
make money. people’s lives.”
Nissan Campaign Driving Insight:
“Everything we do, we do because we believe in innovation. We believe in building cars that are unique and
deliver superior value. The way we challenge the status quo is by building quality vehicles that are more efficient,
more beautiful, and more innovative than ever. We believe all companies should be good citizens in the global
community; and to that end we focus on and contribute to humanitarian aid, support education, and caring for
the environment. We just happen to make great cars.”

5. 03 THE RESEARCH
Understanding Multicultural
Millennials and Nissan.
We executed six different types of research to understand
and gain insight into the lifestyle of Multicultural Millennials
in the U.S. to shape our campaign and build a long-term
relationship between Multicultural Millennials and Nissan.
{ Understand the purchasing habits of Multicultural
Millennials when purchasing a vehicle. }{ Analyze Nissan’s competitors and understand
}
their brand identities with Multicultural Millennials.
{ }{
Explore/understand cultural influences. (lifestyle &
generational)
Understand the commonalities among Multicultural
Millennials in the U.S. }
Objec { Identify the meaning of “Innovation” with our
selected sub-segments and how they perceive it. }
tives { Discover the most profitable and effective media to
reach Multicultural Millennials in the U.S. }

6. 04
387 ONLINE
SURVEYS 2 GROUPSFOCUS
To develop a working
6 CULTURAL ANALYSIS To establish the target’s opinions, buying knowledge of cultural
influences, commonalities
MAPPING STUDIES habits, and media outlets considering
and the attitudes toward
Nissan and major competitors.
To illustrate interlocking relationships Nissan, and it’s competitors.
between a variety of different concepts
and ideas among the target market.
169 STREET 56 IN-DEPTH
INTERVIEWS
401
INTERVIEWS To delve deeper into the
PERCEPTUAL One-on-one interviews to learn more
specific problems with the brand
SURVEYS about the specific characteristics of the
and expand the knowledge and
understanding of the target.
To gather detailed information of the target markets’ decision making process.
targets opinions of the brand and
competing brands.
6
1,039
PSYCHOLOGICAL
SHADOWS
Analyzing the everyday lifestyle
influences of the target in day-
to-day surroundings. TOTAL
RESEARCH
IMPRESSIONS

7. Multicultural 05 THE FINDINGS
Millennials
are... Understanding Multiculturals
32%
Lifestyles Analysis
• Covet the latest technology and • Treasure tradition and their
will pay more than the aver- cultural heritage while seeking
more likely than age consumer to buy what they convergence and
want. becoming a part of the whole.
others to have
attended college. • Simmons data reports that • Respect the older generation
they are 86 times more likely to and value the ethics and stan-
spend time on the internet then dards of the past.
other demographics.
• Believe they can and will make
41%
• Each sub–segment bases its ma- the world a better place.
jor purchase decisions on style,
function, quality and reliability. • Don’t trust advertising but
want to find brands that they
more likely than the • Want to be defined by their can trust and believe in.
average to have a choices in music, art, and celeb-
household income
above $60,000. 43% 57% rity association.
• Base their purchasing on more
than product – they want How They View Cars:
2.44 %
brands they trust and believe
have a purpose. • Believe their car should express
their personality.
• All three sub-segments are
Multicultural 107 times more likely than other • Drive to gain a sense of free-
Millennials targets to watch television for dom.
relaxation and information.
African 1.07 % • Want a car that can be person-
American alized and fit into their lifestyles.
• Magazines have an amazing
Simmons index of 643 among
97.56 % Hispanic 1.28 % our target, which means the
target is 543 times more likely
• Ideal car is fast, exciting and
friendly to the environment.
U.S Population
Chinese .09% than the rest of the population • Prefer cars that stand out from
to read magazines. the others.
•

8. 06 THE SWOT Strengths Opportunities
• Always on the edge of Innovation. • Create a brand identity that
distinguishes Nissan from its
Barriers • Quality cars at reasonable prices. competitors.
Our Central Edge campaign • Develop an online and social
• Variety of styles and features to media relationship with Multicultural
tackles these barriers and meet most consumer expectations. Millennials.
misconceptions which include:
• Company is already engaged in • Opportunity to alter the purchase
on-going innovative research. process.
• Lack of brand perception.
• Create brand loyalty by gaining the
• Nissan has a strong and trust of the Millennial generation.
• Cognitive resonance in today’s established corporate citizenship
oversaturated auto industry. policy. • Community involvement
opportunities to put Nissan in the
• Strong environmental initiatives. consumer’s day-to-day lives.
• Creating new and reviving long
lasting relationships and brand
favorability with Multicultural
Millennial Americans.
Weaknesses Threats
• Nissan has an inconsistent
brand identity. • Innovation from their competitors.
• Weak brand position among
consumers.
• Competition for Millennial
market share.
• No persona in the market.
• Fragmented web presence.
• The economy.
• No existing relationship with
multicultural sub-segments.

9. 07 THE INSIGHTS
Multicultural Millennial Mindset
Distinguished by their cultural and family heritage, Multicultural Millennials are also diverse
and empowered by their uniqueness and traditions. Unified, they are the future. They are
a part of the first generation of true digital natives. Multicultural Millennials are born into a
global culture and defined by unifying, not distinguishing attitudes.
{
{
{
• Proud of Latino heritage • Brand conscious. • Primarily an urban
while merging Hispanic market.
traditions with American
Hispanic-Americans
Chinese Americans • Interested in current
African-American
customs. technology. • Psychological focus
on cultural elements
• Identify with country of music, fashion and
• Value career success
of origin.
higher than they value language.
• Values are important. marriage, children,
religion and wealth. • Believe that what they
• Respect elders. buy should make a
• Rely on consumer statement about you.
• Believe helping others
reviews.
is imperative before • Committed to
one can reach
• Chinese media, is mostly individuality and pride.
self-actualization.
consumed by first and
• Speak English & Spanish. second generation • Heavy users of electronic
}
}
} Chinese. media.

10. 08 THE TARGET
All multicultural segments are unique, and in many ways, that uniqueness influences their shopping and buying habits, but
when it comes to buying new cars – our research confirms that their buying habits are minimally influenced by cultural
heritage – it is driven instead by their life stage and economic status, factors which impact virtually all car buyers.
{ style }
When it comes to buying cars…despite their
differences…four factors rise to the top of quality price life stage
the influence set for all three segments:
• Older end of age dynamic
STARTERS
• Lower end of age category
DRIVERS
• Just finishing school; starting careers
• Style and price driven • Building career
• Feature desirous These factors separate
• Style and feature driven
• First new car purchase them into two Primary
• Usually single • Price sensitive
• Often a family assisted purchase buying segments and
• Competitively confused one secondary market • With a partner – often a family
• Peer influence is high
• Family input is important • Concerned about family and peer
• Probable Nissan Purchase: Versa and Altima impression
PARENTS
The Third Sub-Segment/ Tertiary: Parents
• Influence buying decisions
• Opinion Leaders on purchase choice
• Provide financial assistance for some buyers
With younger elements of our target market parents are also a key sub-segment. Frequently Multicultural Millennial parents
are important purchase influencers and may also purchase or co-sign for purchase of their child’s first car. Central Edge
addresses this key public through the development of special sales promotion plans, parent specific marketing materials
and selected media placements.

11. Automotive Industry Market Share
09 THE COMPETITION
Wall Street Journal - September 2011
GM
19.7%
It’s not about comparing features…it’s
Other
30%
about realizing what connects us
and what makes us memorable.
Ford How to distinguish Nissan from its competition?
16.6%
Our research clearly told us that when our prospects think about car
Hyundai brands and begin the car selection process they have difficulty separating
4.9%
one cars features from another…and that they have NO CLEAR perception
of NISSAN as a BRAND and assign NO BRAND PERSONALITY to its cars.
Nissan Toyota
8.8% 11.5%
Honda
8.5% The Buying Process
What consumers do first in the buying decision process is recall the
perception of a brand. Once they have accessed their evoked set of
brands, built from awareness and perceptions- only then do they begin
{Nissan ranks 4th in to contrast features.
Making it into the evoked set is in great part determined by positioning -
sales in the total car how consumers perceive our brand in comparison with its competitors.
market and 3rd in They know our name... but they don’t connect with us. Nissan lacks a
strong brand identity or personality.
Multicultural Millennials
market share with 25% How do we expand sales By creating a distinctive
with Multicultural Millennials brand personality and
of its sales coming beyond 25 percent? How position, not just create
from these prospects. } do we stand-out from our
competitors?
awareness of features.

12. 10 THE COMPETITION
The key to out performing our competition….
Central Edge used the Vehicle Innovation Strategy Framework to define the personalities of Nissan and its competitive set in
order to clarify brand personas. We have developed a campaign designed to distinguish and create a distinctive brand
personality for Nissan to build stronger and specific brand recall…a true competitive difference. This concept is based on a
specialized application of Brand Archetypes and their ability to relate to car buyers.
Create a distinct
er er
position and w ket ptosts
o -mllo ar d c a
bring the brand t F ss t As, Low er
s a rketion uild ers
B m
position to life… Fa the m a va nd usto
s-Minno
s t Bra-end c
to
Ma duc e h zer
he
m Th s, H
ig
lut ioni kets
evo
t ro
p me r
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ri ng
isti
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iz ev
olu
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rchi hifts from
d es M
an rov io ns, A
ns vat r
ptimize
im
p
tio n, S
io no
ov
at a nd uct
in
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ova
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High nts en
nn p ts
,P rod np roce one
si da ted ely o d comp
ve
A n rg ms an
ro - orie us es la ations by syste
p nd Foc t, Innov
Im Bra roduc
mium p
Pre ialist
Cost and Process Speccesses
w manufacturing pro
Innovations based on ne
1807
Vertical Kia Motors Logo 1/C - 100% Pantone
Our campaign is carefully designed to shift Nissan’s brand perception with Multicultural Millennials from the Fast Follower
to the Architectural Revolutionizer. By strategically positioning Nissan’s Innovation and building new relationships with
Multicultural Millennials we will show them that Nissan does much more than make vehicles. They make vehicles to improve
their lives and the way they move through the world.

13. 11 THE DECISION
It’s all about the brand.…it’s all about what Multicultural Millennials think about the brand.
It’s about what happens when the decision to buy a new car is made.
Central Edge research made us reconsider what Why isn’t Nissan at the top of Multicultural
we thought we knew about buying a new car: Millennials go to list?
• We discovered that Nissan is in the evoked set… but, it is • Our prospects tell us they don’t have any perception of
near the bottom of that list. Nissan that makes it stand out from the crowd.
• Our prospects have a difficult time separating advertising
for one brand of car from another.
• They tell us increasing features and claims have
• Prospects are confused about the features offered by blended into a muddle of confusion. They remind us
one brand compared to another. that once one company has a new feature it is quickly
copied.
{ }
• Two factors determine our prospect’s final decision:
1
Desire for style but most • It is true that all we can own is our consumer’s perception
important are money and of our brand..
financing options.
2
Lifestage needs…young • Our first challenge is to create a distinct personality that
and single or settling down
distinguishes Nissan from other brands…an identity our
and starting a family.
prospects can build a relationship and a trust.

14. 12 THE PROCESS
Central Edge looked at biology to understand how we process, understand, and respond to messages. Part of the
brain (the Neocortex) is responsible for rational and analytical thought and language. The other two sections are
responsible for all of our feelings of loyalty and trust, in addition to human behavior and decision making.
• When we communicate from the Outside-In, we are talking to the neocortex - most car advertising that stresses a list of facts,
features, and benefits is delivered there. People exposed to these messages can process complex advertisements, but those
messages do not drive behavior.
• Advertising that is Inside-Out talks directly to the part of the brain that controls behavior. Inside-Out advertising is based on
an emotional relationship - this is where gut decisions come from - it means breaking through to change perceptions with
perceptual impact... if we can communicate to prospects why Nissan is a different company - why they do what they do and
how that makes them distinct... that causes consumers to respond through positive behavior.
{ Our goal is not to sell to people who need a new car. Our goal is to sell
to people who believe in what we are and why we do what we do. }
Talk to: Discover-
Family, “I know
Friends, Read what to
Information Reviews Look at Look for a do.”
Dealers company I
Search Literature - Evoked Set
GET Ask “What believe in
“I need a and trust
CONFUSED brand do I
Problem new car!”
like & Why?”
Recognition
The NISSAN As the Multicultural Millennial
new car buyer goes through the
Buying Decision decision process and reaches
process that final decision point… they
will be able to say…
“I know!”

15. 13
Marketing Objectives: Communication Objective:
• To increase enquiry to sales Our communication objective is to build
conversion rate from 4% to 7%. a distinct and memorable persona among
Multicultural Millennials by generating
• To increase Nissan showroom a carefully crafted relationship-oriented
and online enquiries among brand identity.
Multicultural Millennials to
1,457,914 units.
• To increase Nissan’s share of
market with Multicultural Millennials
by 13% (15,187 units). Creative Objective:
Our objective is to generate creative
that doesn’t add to the existing clutter
of car advertising. We will generate a
brand personality that reflects the voice
Positioning Statement: and attitude of Multicultural Millennials
To Multicultural Millennials Nissan is the with ads that lead them to search for
automobile company that utilizes technology information about Nissan and why it is
and innovation not only to make great cars, an innovative company that’s working
but to connect people, and their communities to enrich peoples’ lives.
while enriching people’s lives and the way
they move through the world.
OBJECTIVES

16. 14 THE STRATEGY
• In Today’s automotive market, consumers are satu-
rated with different styles, colors and messages. Our
campaign strategy does much more than advertise
cars to our target. It is carefully designed to forge a new
relationship with them. By relating INNOVATION for ALL
Multicultural Millennial Americans are very complex. to their everyday lives.
They are tech savvy, unique and know they are the • From the beginning, Central Edge planners were more
future. Most importantly they don’t like advertising than convinced that adding “just another tag line”
wouldn’t be successful.
and they don’t trust companies.
• Plain and simple, it would just confuse them.
In our research it became more evident that, in order • Our campaign is carefully designed to impact and
make the Innovation for All theme
to break through and build a lasting relationship meaningful to Multicultural Millennials.
with them, we had to do two things:
• Our campaign executions must reach Millennials
}
wherever they are, whatever they see, whenever they
{1
see it.
We had to break negative perceptions and create a new
perception of Nissan as a car company that does much • We are using a combination of traditional, non-tradition-
more than just build vehicles. A perception that we are a al and inventive communications strategies.
company that enriches their lives by contributing to their
communities,environment and their world. Why No Slogan?
• Central Edge tested dozens of them…most
seemed trite and expected.
{2 }
We have to move Nissan to the Top of • None of them strengthened the concept of innova-
Mulitcultural Millennials evoked set, which ultimately will tion – and we wondered if they would cloud Nis-
increase long lasting brand favorability for generations san’s existing use of two strong taglines:
to come. • Shift the Way You Move…
• Innovation for All
• Finally, we asked “Would a sub-campaign
tucked under the overall Nissan advertising um-
brella be too different from its core?” and, most
IN SHORT, we are working to be importantly – why diminish the strength of an
as Innovative as Nissan. established campaign; an identifying element
that continues to build brand awareness… Why
not create a campaign theme that expands
and blends for our prospect base?

17. 15 THE VISION
HOW WE GOT THERE
Nissan’s Vision Statement: Enriching people’s lives
Central Edge Brand Idea: Multicultural Millennials seek to do business with trustworthy companies that contribute to
the world by enriching peoples’ lives.
Innovation is more than a tagline - it’s what we do. It’s the driver of how Multicultural
Big Idea:
Millennials think. Innovation is what they do, and how they choose to spend their money.
They want to be a part of companies that do more than make a profit.
Creative Vision: Creative Executions:
• Central Edge creative • Central Edge creative executions are from the point-of-view and in the voice of our
focuses on giving our prospects. Print and broadcast feature members of our prospect base in moments and
situations in their lives. It conveys how their life choices relate to the cars that are a part of
prospects a voice. their world.
• Our campaign will • Campaign executions are designed to be distinctive and stand out from other car
assist Nissan in building advertising. Virtually all executions are interactive and created to utilize distinctive and
a dynamic, interactive engaging technology.
relationship with Millennials
where they can express their Creative Language Use:
thoughts with a company • Central Edge research confirms that the majority of Multicultural Millennials are English
that’s striving to be a leader language fluent and may or may-not read and write in their cultural language. However,
of innovation. our research also confirmed that spending some of our budget on Multicultural language
specific ad placements made sense. First of all, parents are of significant influence in
• We will create an the decision to purchase a new car among the lower age range of our prospect base.
Many of this groups parents are first generation American, utilize native language media
environment where
and are most influenced by messages in their native language. Thus, most advertising
prospects believe in our will be placed in English and in English language media, however we will use selected
company and brand publications and broadcast media to specifically target Hispanic language and Chinese
because they understand language speaking prospects and their influences.
why we do business and
how our innovations will • Specialized media will include magazines, newspapers, Hispanic language magazines and
enrich their lives. Hispanic and Chinese language television with language specific out-of-home message
placements.

18. 16
THE
CREATIVE

19. 17 THE CREATIVE
Aurasma is an augmented reality platform created by Autonomy Corporation. Primarily designed for 3G
and 4G mobile devices. It uses the device’s video camera to recognize pre-trained images and overlay
an image or video so that the video tracks as the camera is moved.
“Aurasma provides a single platform for bringing static images, brands and advertisements to
life with interactive content. It closes the gap between the real and virtual wolrld to deliver dynamic,
informative and entertaining experiences to the exact segment of people you want to reach.”
• Nissan will incorporate Aurasma
imaging into all print materials in
order to generate totally interactive
print. Whether our prospects are
reading a magazine, riding on
public transit or sitting in a laundromat
doing household chores, they will
be able to enter the world of Nissan
video or gaming.
• Gaming options include Nissan
core auto racing and maneuvering
tests and create your car engagement
opportunities. As the premier of Fast
and Furious 7 approaches, there will
be an opportunity to participate in
a gaming contest to win Fast and
Furious Decal Sets.

20. 18 THE CREATIVE
Laundromat
Outdoor Board
Web Banner
Xbox Live

21. :30 Second Spot “Wall of Innovation” 19 THE STORYBOARD
The wall will be constructed in key DMAs and allow Millennials to come together and show their ideas of innovation. They will be able to write or
draw whatever they feel belongs on the wall. It will be an all day process with a stationary camera that will show a fast forwarded time-lapse of
people coming and going. At the end of the commercial the wall will drop to reveal a Nissan Altima.
Placing the 'innovation is’”sign
Constructing the Wall Close-up of the construction atop the wall
of the wall
VO: Everyone has their own idea of innovation
Close-up of girl painting
People begin to gather and
First person taking the paint to
get involved
show their own idea of innovation
VO: What does innovation mean to you?
Close-up of people starting to The wall begins to fill with
More people become involved peoples’ ideas of innovation
join in on the wall
Close-up of the art The walls fall to reveal a
being painted One last display of the 'innovation Nissan Altima
is’” sign after the wall is filled
VO: At Nissan we believe in INNOVATION for ALL

22. 20 THE RELATIONSHIPS
• The challenge of public relations – building public relationships – demands that expenditure of PR efforts, time, and monies be focused only
on things that bring positive attention to the organization and brand, contribute to fulfilling the organization’s commitments, and help to build
public awareness through positive publicity.
• Nissan already has an established three-prong commitment to corporate citizenship involvement through humanitarian aid, education and
environmental improvement – all with an on-going link to the corporate mindset of Innovation.
• It is an essential mandate of Central Edge public relations programming that our campaign efforts maintain compatibility with that established focus.
THE INNOVATION GENERATION Innovation Generation Awards:
• All public relations efforts will function under the single
voice umbrella of the Innovation Generation. All • Prospects enrolled in one of the highly populated
programming efforts will be publicized and implemented multicultural institutions will have the opportunity
through use of the InnovationForAll.com, Facebook page to participate in a program designed to recognize
and social media publicity efforts. student participation efforts that bring enrichment to
others’ lives.
• On-campus publicity consisting of newspaper ads,
Public Relations Objective: posters and social media will urge eligible students to
• Expand Nissan’s core values of education, environmental submit an online application consisting of a 60-to-90
awareness, and humanitarian aid and generate second video summarizing previous involvement and
awareness of the Innovation Generation as the voice of efforts toward localized projects that relate to Nissan’s
Nissan Multicultural Millennials. priorities of humanitarian assistance, environmental
awareness and educational improvement.
{ }
Top Multicultural Enrollment Schools • One representative from each of the colleges listed
below would be awarded a $5,000.00 grant and
African American Hispanic American Chinese American become a finalist.
• Howard University • Texas A&M International • University of California
• Morehouse College • University of Phoenix • Riverside • Finalist’s videos will be shown on Nissan’s Innovation
• Hampton University • University of Texas - Pan Am • Rutgers
• Polytechnic University NY Generation Webpage. Webpage visitors will be
• Tuskegee University • Texas State Technical College
• Xavier University of Louisiana • Boricia College • MIT asked to vote for the best project. The winner will
• Florida A&M • Los Angeles Mission College • University of Pennsylvania
• Cornell University
receive a $10,000.00 personal grant and $20,000.00 to
• North Carolina A&T State • New Mexico State
• North Carolina Central • Miami Dade College • Stanford be awarded to their local cause or focus.
• University of Maryland

23. 21 THE RELATIONSHIPS
EDUCATION INNOVATION:
Nissan Mentorships
GIVE GREEN
TO GO GREEN • Nissan will provide “mentorships” for young
Nissan Foundation Local Grants Multicultural Millennials who participate in
and are selected as winners in a unique and
Under criteria of the Nissan Foundation, local innovative internship challenge.
dealership boards will meet twice a year to fund
grant applications from local schools, civic groups
and youth organizations that focus on developing • Nissan Design America is home to some of the
environmentally positive initiatives within the local most innovative minds in the automotive industry
setting that benefits the needs of Multicultural
Millennial areas. of North America. They design everything from
Grants will be weighted to favor activities within
preschool furniture to golf clubs in order keep
multicultural residential/business areas in the 7 their design eyes sharp.
identified communities of NYC, Miami, Atlanta, Houston,
Dallas, Chicago, and Los Angeles.
• Prospective students will be encouraged to submit
This concept will be implemented on a geographical
roll-out plan initiating first in the DMAs with the highest
an innovative creation of their own to compete
concentration of Multicultural Millennial populations. against other entries and for an opportunity to
Grants will fund green activities ranging from developing win a mentorship.
sustainable green gardens to installation of solar power for
local youth centers.
• The mentorships will take place at the Nissan
Applications can be found online at the Innovation Design America studio in California where the
Generation website. Grant amounts will range between
$500.00 to $1,500.00 with a maximum of 5 grants funded
student winners will work alongside creative
during each semi-annual meeting. professionals to gain industry experience,
learn new design techniques and explore other
Funding for the grants will come from Nissan‘s inventive avenues.
seed funds of $20,000.00 to each of the selected
10 DMAs and through local fund-raising
activities by local Nissan dealers. • Four winners will receive a paid trainee position
for six-months at a stipend of $30,000.00 and the
opportunity to apply for a full-time position at a
Nissan entity.

24. 22 THE RELATIONSHIPS
INNOVATION KITS AFTER HOURS DEALER CONCERTS MOVIE THEATRE OPENINGS
Nissan will distribute Innovation Kits at the Nissan will sponsor a series of after-hours concerts at Nissan will present special Opening Night
beginning of each semester at the top the two-largest dealer locations in Los Angeles, New Events at movie theatres in our 7 key DMAs to
universities for Multicultural Millennial enrollment. York, Houston, Miami and Dallas. The concerts will coincide with the local opening of Fast and
The kits will include everything students need feature “The Sounds of Innovation”—Nissan’s promoted Furious 7. Openings will feature car shows in
to keep Nissan in their minds throughout the Indie music groups. Nissan’s Sound of Innovation page theatre parking lots, prize giveaways, and
on MySpace will allow participants to vote for area an augmented reality version of Nissan’s
semester: A flash drive with the Nissan logo
groups to appear at the concerts and allow free music fast and Furious featured vehicles. Drawings
with preloaded information on the nearest
downloads and access promotional CDs. Concerts
dealerships and upcoming events, car air will be held for prizes including Fast and
require a ticket which can be secured only from Nissan
fresheners, AUX cables, a planner, a keychain, Furious Car Decal sets, Innovation Kits, T-shirts
Dealers in the region. Local dealers who host the event
and water bottle. Students will also receive an and tanks. Tickets will be available at Nissan
will co-pay all promotional costs for the events with
invitation to test drive a Nissan. Those who return Nissan providing concert travel, equipment, and set-up dealerships located in close proximity to
their test drive invitation and complete the drive fees. Concerts will feature a mini-car show, test drives core Multicultural residential areas.
will receive an Innovation T-shirt and a chance and give-aways.
to win free textbooks for a semester.
ALL-STATE INSURANCE PARTNERSHIP PROMOTION
PARENTS WHO PAY PROMOTION Nissan will partner with All-State Insurance for a limited time promotion which
will offer 6-months of free car insurance with purchase of a Nissan core model.
For younger members of our target market, parents are critical to The promotion will be available in key DMA markets at select dealerships for a
their car buying process. Central Edge proposes two promotions to limited time and available for a maximum of 500 vehicle purchases. Costs of
maximize the impact of this relationship. the promotional insurance will come from auto sale mark-ups and partnership
1
contributions from the promotional advantages given to All-State.
For parents who already own a Nissan and guide their
child toward purchasing a Nissan as their first car, we
propose a Brand Loyalty Discount which allows a dis-
counted price for the second purchase. The discount
should range between 10 – 15% depending on price
and features.
2 SALES
Parents who co-sign for purchase of a new Nissan
should receive an annual “skip a payment option”
if they finance through a Nissan approved financial
institution. The forgiven payment should coincide with
PROMOTION
heavy expenditure times of year such as the holidays
or back-to-school in August or September.

25. 23 THE RELATIONSHIPS
YOUTH-OF-THE-YEAR CULTURAL RECOGNITIONS ETHNIC FILM FESTIVALS
Nissan will sponsor competitions to identify and recognize the Youth- of- the Year Ethnic Film Festivals are one of the hottest
in the African, Chinese and Hispanic American communities. Those competing emerging trends in the country and the
for the award are nominated online at Nissan’s InnovationForAll.com website. audience base is representative of the strongest
Nominees will submit a 30-to60 second video on a culturally appropriate topic. new car prospects in our target segments. To
Competitions will coincide with: reach those prospects Nissan will become an
Opening Night Sponsor at three major film
• Black History Month - February 2014 festivals around the country. Sponsorship will
• Hispanic Heritage Month - Sept 15-Oct 15 2013 include signage, programs and providing
• Chinese New Year –- January 2014 customized car transport for stars and directors
of films to venues.
Winners will be announced during: • New York City’s Urban World Film Festival
• BET Awards - June 2013 • Chicago’s Latino Film Festival
• Latin Grammys - November 2013 • San Francisco’s International Asian
• Chinese New Year Parades in New York City, Los Angeles and San American Film Festival
Francisco.
Winners and finalists will receive scholarships and travel awards.
FIFA CONCACAF GOLD CUP SPONSORSHIP
Nissan will become official automotive sponsor of the FIFA Gold Cup.
The Gold Cup is the largest North American region soccer tournament.
Sponsorship will include content in the 200,000 -plus, programs printed
during the tournament; declaration as Official Car of the Series; video spots
displayed on the stadium scoreboard before, after and during halftime
MULTICULTURAL
at the event. Sponsorship arrangements are made through Soccer United
Marketing. This event is as big-time as football’s Superbowl or college
basketball’s Final Four with our target market.
EVENTS

26. 24THE RELATIONSHIPS
Guerilla Marketing In-Store Experience
Nissan Public transportation seat takeover The dealership experience has always been a battle of dealers vs.
Central Edge will place Nissan vehicle seats in selected DMAs they customers. With new technology, 85% of buyers are doing research
will replace regular seats in subways and on public transit. It will online before going to dealerships. Nissan must capitalize on this
{ }
give Multicultural Millennials the experience of riding and sitting in by creating virtual showrooms online. Virtual Showrooms include:
a Nissan vehicle. Key DMA’s such as NYC, LA, Houston, Miami, San
• Information that will generate trust and transparency such
Antonio, Dallas.
as photos, pricing, product features and inventory, as well as
outside links to car reviews by industry leaders.
Nissan Road Games
• Transparent Pricing: Consumers already have access to
Nissan will have 2 pathfinders that travel across country that what a car costs, so dealers with transparent pricing will be
engages our target in special events such as basketball, soccer seen as responsible.
and golf tournaments. These pathfinders will be specifically altered
to be apart of the tournament, with modifications such as clamp • Scheduling Appointments: Consumers will feel as though
on expandable basketball goals, and trunk soccer goals. The they are setting the terms for dealer interaction.
participants will be given Nissan merchandise (i.e soccer balls,
basketballs, t-shirts and water bottles). The Road Games will take Central Edge recommends that Nissan initiate a one-year test
place as pre-events at scheduled sporting events and randomly
}
run of the Innovation Zone at two dealerships in each of our top 5
{
visit neighborhoods in key DMAs, including, NYC, Washington DMAs. The Innovation Zone will be a section in showrooms that uses
D.C., Miami, Atlanta, San Antonio, Houston, Dallas, Chicago, technology to engage and empower consumers. It will include:
Albuquerque, Los Angeles.
• Corning Glass Walls: Corning makes tough, sleek touch-
To keep consumers aware of the Road Games will be streamed live screen glass that will allow Nissan to show videos, point-of-
purchase ads and information about vehicle options. These
on the InnovationGeneration.com website along with a complete walls will be used by consumers and sales associates to
calendar of scheduled events. Promotional advertising will precede virtually browse the dealerships.
visits to target cities.
• Augmented Reality: Another component of the Innovation
Zone is the augmented reality section. Customers will
Digital Graffiti use specialized glasses to bring to view a 3D version of
any Nissan model. With assistance of sales associates
Introduction of new Nissan models will be celebrated in our key consumers can customize a vehicle completely from
cities with a rolling 3D projection Digital Graffiti Show. The rolling colors to features. This will allow customers to walk around
the virtual vehicles and open doors to see inside their
light show will be projected across main buildings in New York personalized car.
City, Los Angeles, Miami, Houston, and Dallas. The computer
augmented showcase of Nissan cars and music will be projected • QR Codes: We will place QR codes on vehicles alongside
from a rolling van after dark. Production and projection costs are the traditional information sheets. By using the Nissan
app or any generic QR reader, consumers will be linked
minimal. Projections will be planned for high concentration areas to photos, videos and reviews, and a feature that allows
during evening hours. the customer to signal for a sales associate at their
convenience.

27. 25 THE PLAN
MEDIA OBJECTIVES:
1. To create positive awareness within the Multicultural Millennial population that Nissan not only makes great cars but also uses technology and
innovation to make the world a better place for all.
2. To promote Nissan through local media to our multicultural segments in the areas where they live.
3. To establish a unique brand presence and consumer awareness of Nissan’s role in innovation beyond the automobile industry.
MEDIA STRATEGIES:
1. To utilize traditional and non-traditional media vehicles that reach our target in their residential and academic spheres, and to deliver messages
at times when the target’s information and entertainment aperture is open.
2. To deliver media throughout the year in a pulsing pattern with heavy-ups in preparation for new product introduction and key sales periods -
specifically during the third and fourth (September – December) quarters to reinforce awareness of new model introductions.
3. To use added impact, local advertising in densely populated Multicultural Millennial areas - specifically New York City, Los Angeles, Houston, Dal-
las, Chicago and Miami where the majority of our target market can be found. This includes out-of-home, theatre and special events.
• Secondary high population metropolitan areas such as Atlanta, Dallas, San Diego, San Antonio will be impacted through narrow
national and cable ad buys, national publications, and internet advertising.
4. To use an effective blend of magazines, outdoor, transit, spot and cable television, as well as dedicated specific publications and broadcast
media to deliver appropriate levels of reach, frequency and impressions to impact the market.
5. To use language specific media to deliver messages to culturally specific programming choices, such as WWE and World Fútball (soccer). These
have a high priority viewing for Hispanic and Chinese markets.
RECOMMENDED MEDIA SELECTION RATIONALE:
• The plan is designed to incorporate a variety of media to assure delivery of our message to our highly mobile and difficult to impact target
segments.
• The plan is designed to expose Hispanic, African American and Chinese American Millennials to Nissan advertisements throughout
their daily lives with media that they use frequently.
• Included are magazines, Spanish magazines, Spanish newspapers, outdoor and transit media, Spanish language network TV, spot TV, cable TV,
and the Internet. A significant percent of the budget is allocated to internet, network TV, cable TV, and magazines.
• Simmons data reports that Multicultural Millennials are 86 times more likely to spend time on the internet than the other
demographics.
• Our three target sub-segments are also 107 times more likely than other targets to watch television for relaxation and information.
• With Multiculturals, magazines have an amazing Simmons index of 643. This means the target is 543 times more likely than the rest
of the population to read magazines.

28. 26 THE TACTICS
Network • Central Edge’s campaign for Multicultural Millennials will use minimal network television focusing instead on spot,
cable and local placements. This decision is based on the reliance of existing Nissan sponsorships and participation
Television: in sports programming, the Olympics and Nissan’s ongoing Heismann sponsorship.
Spanish Language •
•
Univision
Telemundo
Television: • Focused Buys will include:
o European style fútball / World League Soccer
o FCA Boxing
o Wrestling
• Simmons data verifies popularity of Spanish language programming among Multicultural Millennials.
• Proposed buys will focus on delivering Fútball/Soccer and FCA cage boxing. These are extremely popular with our
prospects.
Newspapers: • Spanish language newspapers are recommended in order to intensify focus on the Hispanic market. Ads will be
placed weekly in all 3 publications. Each ad will be 2/3rds of a page.
Magazines: Placements will include 2-page spreads and full page spreads, as well as 4 color ads printed on recycled paper and
bound into selected publications.
• Selections are based on Simmons Choice 3 data which confirmed Multicultural Millennials read a wide variety of
magazines.
o 12-month placements are planned for the following titles: Game Pro, AutoWeek, Glamour, In Touch and
Men’s Fitness.
• 6 ads for the year will run in magazines of similar genres, rotating months.
Out-of-Home: • We recommend purchase of outdoor boards, mass transit signs and shelters to reach our prospects when they most
wish they had a car or a new car.
• A combination of subway posters, subway car wraps, billboards and bus advertisements will be used.
• Simmons data indices among African American, Chinese and Hispanic Millennials for use of public transportation
are high.
• African-American index of 244.
• Chinese American index of 151. .
• To best target the demographic, all outdoor advertisements will be run in California, New York, Texas, and Florida.
These areas have the highest percent of the total target.
• Most placements will have the impact of a 25 showing.
• Bus wrap designs will convey oversized Nissan cars on the road.
• Shelters, trains and bus cars will feature interactive Aurasma key codes. These will allow travelers to use their smart
phones to activate commercials or Nissan car games while they travel.