NISSAN ULTIMATE

ROAD TRIP

TEAM BEAST

TABLE OF CONTENTS

PART 1: Situation Analysis................3-39

Company Overview........................................................4 Market Overview.............................................................5 Marketing Communications Program......................6-15 SWOT...........................................................................16 Competitor Overview..............................................17-25 Brand Problem..............................................................26 Consumer Information............................................27-33 Industry Trends.......................................................34-36 Regulatory Problems..............................................37-39

PART 4: The Details................61-68

Previous Nissan Spending.............................62 Establish Media Plan................................63- 66 Example Print Ad............................................67 Budget.............................................................68

PART 5: Conclusion...............69-70
Conslusion Summary......................................70

PART 6: Appendix
Bibliography..71 Primary Sources Secondary Sources

PART 2: Research and Objectives...40-48

Primary Research...................................................41-44 Objectives................................................................44-48

PART 3: Creative Strategy Brief.......49-60

DeOine Target Audience..........................................50-51 Creative Strategy Brief............................................52-53 Below The Line Idea.....................................................54 Creative Executions.................................................55-60

SOURCE

BEAST

PART I: SITUATION ANALYSIS

Company Overview Market Overview Marketing Communications Program SWOT Competitor overview Brand Problem Target uniOication model Consumer Information Industry Trends Regulatory Problems

BEAST

OVERVIEW
Company Overview: Products and Oinancials Nissan Motor is engaged in the planning, developing, manufacturing, and marketing of passenger automobiles, automobile parts, marine equipment and forklifts. The group has signiOicant operations in Japan, North America, and Europe. It is headquartered in Tokyo, Japan and employs 151,698 people. Each model in the line-up gets some degree of marketing support, with the lions share of total marketing expenditures assigned to the models Nissan has identiOied as core and those in launch mode. The advertising and promotions budgets for each model are allocated to activities and resources for buying media and producing creative materials. Being the largest volume driving vehicle in the Nissan family, Altima gets a bulk of Nissans marketing dollars and a more robust marketing mix. This strategy applies to all Multicultural (MC) marketing efforts as well. And each MC segment is analyzed to determine which, if any, additional models should be supported. Nissan is a full-line car manufacturer, with vehicles in every segment including sedans, sports cars, SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle. In the last year, Nissan has adopted a Core Model strategy, focusing on the upcoming launches of our top volume-driving vehicles in its line-up: Altima, Rogue, Sentra, PathOinder and Versa. The MC segments will play a tremendous role in reaching sales volume goals for these vehicles because each of them has a high composition of MC consumers. Nissan Altima continues to be the leading volume driver for the brand, and the MC segments are no exception. Versa, Sentra, and Rogue are among the top 5 volume drivers within MC as well. PathOinder has an aggressive sales volume goal for the upcoming launch, which will increase its relative sales share within each MC segment and elevate it to Core Model status. The company recorded revenues of JPY7,517,277 million ($81,036.2 million) in the Oinancial year ended March 2010 (FY2010), a decrease of 10.9% compared to FY2009. The operating proOit of the company was JPY311,609 million ($3,359.1 million) in FY2010, compared to an operating loss of JPY137,921 million ($1,486.8 million) in FY2009. The net proOit was JPY42,390 million ($457 million) in Y2010, compared to a net loss of JPY233,709 million ($2,519.4 million) in FY2009. Product/Service: Nissan is a full-line car manufacturer, with vehicles in every segment including sedans, sports cars, SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle. Technological Advances Environment technology: Nissans environmental technologies are focused on developing zero-emission vehicles and fuel efOicient engines, as well as reducing co2 emissions, with an approach Oirmly centered on people and the mobility environment Safety technology: Nissans safety technologies are developed by looking at safety issues from every possible angle, to create a safer and securer mobile society Dynamic performance: Nissan cars are built so that every detail gives you a great driving experience. Comfortable acceleration, a soothing engine sound, smooth cornering, and safe and secure at speed. Life on board: a drivers cockpit, comfortable cabin, stylish interior. From the moment you get on board to when step out onto the pavement, Nissan vehicles are built to give you a fantastic ride.

http://www.nissan-global.com/EN/TECHNOLOGY/

SOURCE

MICHELLE, ILONA

MARKET OVERVIEW
Marketing Communications Programs Share of Voice and Net Sentiment

The SIM Score is an index developed by RazorOish (an interactive marketing agency) which stands for Social InOluence Marketing. This monitors the amount of "buzz" or how a brand is being talked about online.

In comparing sentiment Honda, Nissan, and Toyota are fairly similar but Ford and GM indicate drastic differences. In the ofOline world people speak less favorably of Ford and GM. In the case of GM OfOline sentiment has a 30 percent difference to the online sentiment.

Shiv Singh, Measuring Social InOluence Marketing in the Automotive Industry, Headlight, August 2009, August 2011 <http://www.headlightblog.com/2009/08/measuring-social-inOluence-marketing-in-the-automotive-industry/>

SOURCE

ELIZABETH

Elizabeth

MARKET SUPPORT PROGRAMS

Nissan has created a fully integrated, multi-platform marketing campaign for the Versa with the tagline "Most ___per dollar". The centerpiece of the most__per dollar campaign is a new "First Person" digital experience designed to bring the best-in-class roominess to life. Providing an immersive experience using iPad(R) 2 gyro technology, viewers are placed in the car. Nissan amplified marketing support for the all-new 2012 Nissan Versa sedan with an interactive social media promotion. MyVersaRoadtrip.com is a facebook connect enabled site where users create their own journeys selecting routes and destinations, picking a soundtrack and inviting three facebook friends to join the trip. Select trips will be chosen for the grand prize.

Nissan Cube Augmented Reality Interactive Brochure Those who attended the LA autoshow in 2009 had the opportunity to experience the cube through an augmented reality platform. A two dimensional brochure allowed attendees to interact with a hollogram of the vehicle . With the help of this excercise consumers were able to learn about prouct features in a fun and unique way. This was also extended beyond the autoshow. Anyone wanting to experience the augmented reality of the cube can do so in the comfort of their own home. Consumers can simply download the application, print the leaOlets , and use a web cam to create the effect. Nissan Cube.Total Immersion. 1 Dec 2011. < http://nissan.t-immersion.com/> SOURCE ELIZABETH

MARKETING SUPPORT PROGRAMS

In an effort to increase test drive requests for the GT-R, Nissan decided to implement an alternative form of media. Static Oilm prints were placed on windshields of Porsche vehicles in the streets. These prints allowed the drivers to feelas if they were out distanced by the GT-R. This tactic provided the impression that the GT-R was a "Porsche Killer." The result was an increse of 23 % more test drive requests within 2 weeks for the GT-R.

In order to call attention to the Nissan Micras parking slot measurement they decided to implement a distinct approach. They placed a number of posters in parking garages which had the highest need for parking slot measurement. They strategically placed the posters next to scratches on the walls and pillars within the car garage. The idea behind it was that the scratches could have been prevented with the Micras slot measurement technology.
Nissan Micra.Ads of the World. 2 Dec 2011. <http://adsoftheworld.com/media/ambient/nissan_micra_scratches_on_the_wall>. Nissan GT-R. Ads of the World. 2 Dec 2011.<http://adsoftheworld.com/media/ambient/nissan_gtr_porsche_killer>

SOURCE

ELIZABETH

MARKETING COMMUNICATION PROGRAMS

Like most automotive manufacturers Nissan utilizes a variety of sales promotions to entice consumers to purchase their cars. These snapshots depict promotions from one of Nissans recent campaigns. What is particularly interesting to point out is the customization that Nissan makes available to its audience. The consumer is able to Oind deals that are speciOic to their particular area.

ELIZABETH

NISSAN GLOBAL VISION

Nissans global vision is to "enrich peoples lives." They seek to support this vision in the offering of their products as well as their level of community of involvement. Nissan is involveed in a number of iniaitives including: Nissan Neighbors which is dediacated to improving communities through chariatable contributions The Nissan Foundation which supports education programs that celebrate and foster an appreciation and understanding cultural diversity. Nissan Green Program "seeking a symbiosis of people vehicles and nature." This program promotes the idea of a sustainable mobile society.

ELIZABETH

NISSAN GLOBAL VISION

Habitiat for Humanity is a program which Nissan is actively involved in. Nissan has: Collaberated with Habitat for 6 years Donated 7.5 million Sponsored 50 homes Donated 104 vehicles 5k emplyees volunteer

Habitat for Humanity. Nissan. 1 Dec 2011http://www.nissanusa.com/habitat-for-humanity/

SOURCE

BEAST

10

INNOVATION CAMPAIGN

Innovation for Endurance features exclusive, daily content showcasing the latest innovations in running, cycling, yoga, strength training, and general fitness. The campaign is sponsored by the LEAF showcasing its innovation as the first mass market electric vehicle. This online community provides a new outlook on performance. The site highlights the best innovations in fitness and wellness to improve each individuals personal performance. Insider information is provided from experts such as elite runner ryan hall and yoga master tara stiles. The community actively involves the audience by recognizing them as innovators as well asking for their input and insight.

Innovation for Endurance. Facebook. 2 Dec 2011.<https://www.facebook.com/innovationforendurance>

SOURCE

ELIZABETH

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INNOVATION CONT.

TBWA Worldwide, Los Angeles. Russell Wager, pres-TBWA/Hakuhodo Int'l & mg dir-Nissan & Infiniti global; Jon Castle, mg dir-Americas. Admerasia, New York. Jeff Lin, co-founder. -- Asian-American adv. Ansira, St. Louis. John Cook, VP-client ptnrship. -- digital mktg, trade promo mgmt & new media. Critical Mass, Chicago, Calgary, Canada & Nashville,, Tenn. Sandy Schadler, sr acct dir. -digital mtg. Designory, Nashville, Tenn. Nick Johnston, acct exec; Katie Kleinheskel, acct exec. -collateral, point-of-purchase, Nissan, Nissan commercial vehicles. Dieste, Dallas. Kiska Howell, brand leadership grp. -- Hispanic adv. Footsteps, New York. Darian Forh, acct dir; Jackie Cruz, sr acct super. -- African-American adv. George P. Johnson, Auburn Hills, Mich. Jeff Rutchik, sr VP-client svcs & ww genl mgr. -experiential mktg. GMR Marketing, New Berlin, Wis. Ann Janikowsky, exec VP-client mgmt. -- event mktg, Leaf. IW Group, Los Angeles. Jimmy Lee, VP. -- Asian American PR. Marketing Store, Toronto. Liam Steuart, VP-client svcs. -- direct mktg, customer relationship mktg, Nissan. OMD Worldwide, Los Angeles. Kristi Lind, grp acct dir. -- media svcs. Team Ignition Pancultural Marketing, Nashville, Tenn. Danielle Austen, mg ptnr & CEO. -multicultural adv, Nissan.
"Marketer Trees" AdAge DataCenter. Ad Age. 1 Dec 2011<http://adage.com.rlib.pace.edu/datacenter/marketertrees2011/#85

SOURCE

ELIZABETH

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DIVERSITY

Nissan's commitment to diversity is valued in all of their relationships. In order to develop advertising that resonates with diverse consumers Nissan has formed partnerships with a variety of advertising agencies. In doing so Nissan is able to create messages that are more meaningful to a multicultural audience. Asian American Advertising- Admerasia, New York. Jeff Lin, co-founder. Public Relations-IW Group, Los Angeles. Jimmy Lee, VP. Hispanic Advertising- Dieste, Dallas. Kiska Howell, brand leadership grp. African American Advertising- Footsteps, New York. Darian Forh, acct dir; Jackie Cruz, sr acct super. Multicultural Advertising- Team Ignition Pancultural Marketing, Nashville, Tenn. Danielle Austen,management ptnr & CEO.

"Agency Trees" AdAge DataCenter. Ad Age. 1 Dec 2011<http://adage.com/agencyfamilytrees2011/#7>

SOURCE

ELIZABETH

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TBWA RELATIONSHIP

Nissan has had a strong relationship with TBWA for almost 25 years. Despite any challenges they may have seen along the way they have developed a very strong client/agency relationship.As past Nissan Motor USA president and chief executive officer Bob Thomas states: "The elements of a good agency relationship require a lot of balance, and you must involve individuals who have a predilection toward doing what it takes to make relationships work, because every time you get in trouble, you can't blame your agency. It's easy to do that. But they're just doing what you asked or allowed them to do. Sure, we have our ups and downs in this relationship. Something [C/D] taught me long ago--and it seemed self-serving then but it's some- thing I've come to believe--instead of [firing] your agency when you get in trouble, change your agency. Maybe it's a problem with an account manager, or a philosophical disagreement or a misunderstanding of issues. We all just have to learn how to better communicate with one another."

O'Leary,Noreen. "Friends in high places." Adweek Western Edition. 46.49 (1996): 23, http//web.ebscohost.rlib.pace.edu

SOURCE

ELIZABETH

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MARKETING COMMUNICATIONS PROGRAM

Advertising Analysis of Prospect and Major Competitors The automotive industry is extremely competitive with a number of brands and nameplates for the consumer to choose from. However within the scope of this particular target five brands stood out as major competitors.

Chevy Ford Toyota Honda Hyundai

How each brand executes campaigns is vital in understanding the current market, especially as its related to multicultural millennials.

SOURCE

ELIZABETH

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SWOT
Strengths Innovation Although many automotive companies have similar features as Nissan, some technologies still provide a competitive advantage. Continuously Variable Transmission (CVT) seamless acceleration, improved response and efOiciency, improved dynamic performance Leaf- mass market electric vehicle Fast Company ranks Nissan 4th most innovative company, for creating the Leaf, the Oirst mass market all electric car. Full Line Up Dynamic research and development Activities Four main focuses: environonment, vehicle sfety, information technology, product develo Product Development Nissans strong R & D capability has enabled them to build an extensive variety of vehicle portfolios. This advantage provides competitive strength within the auto industry. Affordability Across its line up Nissan has a variety of stylish vehicles at affordable prices. The Versa is one of the best examples of \Nissans affordability. The Versa is the least expensive new car in the United States. The car has a variety of standard features including air conditioning, electric power steering, and radio. Although the outgoing model was considered awkward the new model has been well received and has a much more streamlined stylish look. Weakness Nissan has a low brand awareness. Unlike other brands nissan isnot seen as best or worst it is in an ambiguous gray area. Opportunities Expansion of product line ups The Renault Nissan alliance has contributed to the expansion of product line-ups. Growing opportunities in emerging markets The group is increasing its focus in the emerging markets such as Russia, China, and India. These markets are expected witness strong growth in the coming future. Strategic cooperation with Daimler The Renault Nissan alliance is planning to broaden and strengthen its product offering through new joint ventures and agreements. In this context, in April 2010, the alliance signed a broad strategic cooperation with Daimler that would enable both groups to beneOit from a range of concrete projects. Threats Competition in the global automotive market The worldwide automotive market is highly competitive. Nissan faces strong competition from many automotive manufacturers. The factors majorly impacting competition include product quality and features, the amount of time required for innovation and development, pricing, reliability, safety, fuel economy, customer service, and Oinancing terms. Appreciating Japanese Yen against US Dollar Nissan is sensitive to the Oluctuations in foreign currency exchange rates and is principally exposed to Oluctuations in the value of the Japanese Yen, the US Dollar, and the Euro. The changes in foreign currency exchange rates may impact Nissan's pricing of products sold and materials purchased in foreign currencies. Tightening emission standards The European Union (EU) Commission and the EU Parliament adopted a directive that establishes increasingly stringent emission standards for passenger and light commercial vehicles for model years 2005 and thereafter (EURO 4). In the United States similar standards have been issued requiring all vehicles by 2016 to average 35.5 miles per gallon.

"DATAMONITOR: Nissan Motor Co.,Ltd." Nissan Mototr Co.Ltd. SWOT Analysis(2011): 1-11. Business Source Premier. Web. 4 Dec. 2011.

ILONA

16

MARKET SHARE
Nissan places 5th in total market share for automotive vehicles.

MICHELLE

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KEY PLAYERS
"Nissan competes most directly with the other Japanese Original Equipment Manufacturers (OEMs), Toyota and Honda. Chevy, Ford, and increasingly, Hyundai, are also formidable competitors in the MC space and, depending on the speciOic model and ethnic segment, other competitors such as Chrysler and Buick, may play a role.

Chevy/ General Motors Ford Toyota Nissan Honda Hyundai

YTD Sales 1,902,149

% of Market Share 19.7

1,599,711 1,194,524 774,079 859,797 492,914

16.6 11.5 8.8 8.5 4.9

MICHELLE

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COMPETITOR PROFILE
The automotive industry is extremely competitive with a number of brands and nameplates for the consumer to choose from. Within the scope of this particular target four brands stood out as major competitors. How each brand executes campaigns is vital in understanding the current market, especially as its related to multicultural millennials. HondaHONDA MOTOR CO., LTD. Develops, produces and manufactures a variety of motor products, ranging from ToyotaTOYOTA MOTOR CORPORATION: A Japan-based company mainly engaged in small general-purpose engines and scooters to specialty sports cars. Its business the automobile business and financial business. The Company operates through three segments are the motorcycle business, automobile business, financial services business segments. The Automobile segment is engaged in the design, manufacture business, and power product and other businesses. Honda produces a range of and sale of car products including passenger cars, minivans and trucks, as well as the motorcycles, ranging from the 50 cubic centimeters class to the 1,800 cubic related parts and accessories. The Finance segment is involved in the provision of centimeters class in cylinder displacement. The Company's automobiles use financial services related to the sale of the Company's products, as well as the leasing of gasoline engines of three, four or six cylinder, diesel engines and gasoline-electric vehicles and equipment. The Others segment is involved in the design, manufacture hybrid systems. Honda also offers alternative fuel-powered vehicles, such as natural and sale of housings, as well as information and communication business. gas, ethanol and fuel cell vehicles. Honda offers a variety of financial services to its customers and dealers through finance subsidiaries. Honda manufactures a variety Camery Corolla Prius Tocoma Rav4 of power products, including tillers, portable generators, general-purpose engines and grass cutters. Honda conducts its operations in Japan and worldwide. Company Positioning: The #1 For A Reason campaign will remind people why Toyota continues to be the top CRV Accord Civic brand consumers turn to when buying a new vehicle. Company Positions: Good Reasons"In this campaign, we took the values that are core For three consecutive years, people have purchased more Toyota vehicles than any other to Honda's brand image-simple, smart and straightforward-and made them really brand, said Bob Carter, group vice president and general manager of Toyota Division for engaging and fun," said RPA SVP/GCD Jason Sperling. "We created a layer of honesty Toyota Motor Sales, U.S.A., Inc. We look forward to maintaining this momentum in 2011 that isn't seen from most car manufacturers. And we show Honda's many strengths in as we continue to focus on fuel efOiciency, value, quality and safety. a way that cuts through the clichs and usual tactics and feels incredibly fresh"" FordFORD MOTOR COMPANY: A producer of cars and trucks. Ford and its subsidiaries also engage in other businesses, including financing vehicles. It operates under two segments: Automotive and Financial Services. The Automotive segment includes the operations of Ford North America, Ford South America, Ford Europe, Ford Asia Pacific Africa and Volvo. The Financial services include the operations of Ford Motor Credit Company and Other Financial Services. In August 2010, the Company completed the sale of its Swedish Volvo Car unit and related assets to China's Zhejiang Geely Holding Group Co. Company Positiong: Drive One
HyundaiHYUNDAI MOTOR COMPANY: A Korea-based automobile manufacturer. The Company produces and markets passenger cars under the brand names of Equus, Genesis, Genesis Coupe, Azera, Sonata, Elantra, Accent, Getz, i30, i30cw, i20 and i10; recreational vehicles under the brand names of Veracruz, Santa Fe, Tucson, Matrix and H-1, and commercial vehicles, which include medium and heavy duty trucks, and buses. The Company also provides automobile maintenance services. Company Positiong: New Thinking, New Possibilities

MICHELLE

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FORD
Drive One
Fiesta "Inspired by Color" Campaign: "Mixes Fashion, Style and 2011 Ford Fiesta" Ford offered a chance for five unique and stylish individuals to express their indivuality as the company kicks off Inspired By Color. A casting call event was opened to find people who could personify the vibrancy and style of the 2011 Ford Fiesta.This took place on Howard University's campus in Washington, D.C.The mission behind the campaign was to "invite participants to let the fresh design and colors of the new Fiesta inspire them as they show off their unique style while tying it back to the colors and distinct features of the Fiesta." Swap Your Ride 2011 Marketing Campaign The ads chronicle the experiences of actual consumers who were given the opportunity to swap their competitive-make vehicles for a Ford. The ads were also targeted toward multicultural consumers through Spanish-language television spots and through commercials designed to connect with the African American community.

Ford Fiesta and Roxy Riders Ford promotes their subcompact Oiesta with a video series of Roxy team riders. The Riders take their Oiestas up the coast of california.The videos chronicle their automotive journey and include entertaining surOing spots. This campaign is targeted speciOically at millenials.
Fords Swap Your Ride Ad Campaign Proves a Real Eye-Opener for Consumers, Ford Media, April 5, 2011, http://media.ford.com/article_display.cfm?article_id=34341

SOURCE

ELIZABETH

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CHEVY
"Runs Deep"
Current maketing efforts are heavily based on Chevy heritage and tradition as they celebrate 100 years as an automaker. One tactic Chevy has implemented is an interactive microsite that pays tribute to its heritage. The video series on the site takes place in Bridgeville, PA a town that is the home of Colussy Chevrolet one of the oldest dealerships in the country. Viewers are given the opportunity to see how Chevy's history has played out in this small town. A centennial music station is another unique tactic which chevy has implemented to embody their brand through classic tunes.

Highlight: Chevy Sonic

"Let's do This"
The Sonic is an example of a vechicle being marketed toward millenials. Addtionally some of the efforts are Oitting to target multiculturals as well. The entire campaign is about risktaking or doing things that have not been done before. The Sonic is placed into extreme situations as pictured above. On the top right the Sonic goes skydiving. The photo below it is a bungee jumping stunt. The bungee stunt was different in that it was driven by consumers. Online clicks pushed the sonic off the edge, actively involving the audience in the event. SOURCE

ELIZABETH

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HONDA
"Power of Dreams"
"Honda is a company founded by a dreamer. And we are a company that believes in the Power of Dreams."
Honda has created a micrositte where they celebrate individuals who have achieved their goals and are using their sucess to create a better future. They created a series of short films to depict this.

Highlight: Honda Civic A 30 Second Spot for each Multicultural Segment

Honda's advertisements for the Civic play upon the uniqueness of millenials. SpeciOically, there are three executions that Oit within the Multicultural segments. The hispanic american spot is in spanish but follows similar guidelines to the other two. In the African American and Asian American executions the individuals in the ads are portrayed as a superhero and a ninja.

ELIZABETH

22

TOYOTA
"Moving Forward"
Toyotas Auto-Biography Campaign is a good example of engaging consumers through social media. This campaign gave Toyota car owners the opportunity to share their personal stories about their vehicles. A selection of these stories were turned into animated shorts.

Toyota positions towards Hispanics in this campaign entitled Somos Muchos Latinos. Somos Muchos Toyota." As a part of the campaign Toyota offers drivers a series of stickers that celebrate their speciOic Hispanic heritage. There are 100 different stickers to honor the names of Latin American countries and major cities. These stickers were offered on Toyotas facebook page in Spanish language.

ELIZABETH

23

HYUNDAI
"New Thinking New Possibilities"

"New thinking creates new values"

In their most recent campaign Hyundai is promoting the idea that they are using new thinking in their cars which in turn creates new possibilities for the consumer.

ELIZABETH

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AWARENESS OF BRANDS
Nissan is a blank slate, the brand is not seen as best or worst in the eyes of the consumer. Ford: American, poor quality, average, associated with trucks. Toyota: safe, affordable, generational car, cheap, characterized by recalls, no style. Chevy: inefOicient, associated with trucks, many in this segement do not know much about the vehicles. Honda: reliable, average, good quality. Nissan: some association with innovation, considered stylish.
Overall brand perception Best Brand Score Worst Brand Score

Toyota Ford Honda Chevrolet BMW Mercedes- Benz Volvo Lexus Cadillac Subaru

147 144 121 102 93 90 84 69 66 50

Isuzu Suzuki Mitsubishi Land Rover Saab Jaguar

2 5 8 9 10 13

Mercury 14 Jeep 16 Mini Elizabeth 19 Volkswagen 19

ELIZABETH

"Ford leads in the factors that matter most to car shoppers." Consumer Reports Jan 2011: 1 Dec. 2011< http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/ overview/index.htm>.

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BRAND PROBLEM
After struggling with anonymity, Nissan needs a new image. Nissan needed a makeover. The brand was stagnating in the market. Sales were inching forward, but new products just weren't catching Oire. Toyota owned the quality space in the import segment, and the Prius was the industry darling in hybrids. Honda was cool, light and nimble and stayed stubbornly ahead with a reputation for fuel economy and reliability. Just a generic Japanese brand. Brian Carolin, Nissan North America's sales and marketing head, nods in agreement. "I'm not advertising the Leaf to sell Leafs. We're sold out. I'm doing it to build the brand," Mr. Carolin said. "We are not regarded as a strong brand. Our mission in life is to improve that brand opinion." As Nissan prepares to launch a moderately priced new global family car powered by a nonpolluting electric battery, Nissan will tout the zero-emission Leaf EV as a game-changer. But its bigger mission is to redeOine an entire brand that executives, in frank disclosures last week, say has lost its way against the competition. It's a fair question. Honda dealers sell 27% more cars and trucks than Nissan dealers in the United States, and Toyota dealers selll almost twice as many. The consumers have stated, "We don't know what you stand for," The Leaf's inOluence will be large. "It's a brand-builder," Mr. Carolin acknowledged the enormity of the project. But he said the Leaf will bring other beneOits to the brand. Mr. Carolin said the Leaf also will help make Nissan a more attractive franchise, even to auto dealers who currently do no business with the company. San Francisco, one of the greenest of the green markets, currently has no Nissan dealership. Mr. Carolin vows that the electric car will help him plug that hole. The Leaf also will boost Nissan's corporate fuel economy numbers. Although the company is still waiting for federal ofOicials to issue rules on how to factor in vehicles that use no fossil fuel But in Nissan's new marketing equation, the Leaf will serve as the tangible proof of a bigger claim: that the brand is deOined by innovation.

SOURCE

KRISTINE

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TARGET UNIFICATION MODEL

By focusing on different multicultural millenial groups, we recognize that the target market consists of people who differ with respect of their culture, age, gender, race, location, aspirations and interest. The challenge is to develop a message that takes all of those aspects and connects all attributes of the very diverse individuals. We created our strategy based on the Target UniOication Model.The modes portray how the media, strategy, and IMC programs are built around key attributes of target market. Through research, we decided to use the millenial attitudes and interest to create a "reality TV" web show. This illustrates Nissans key attibutes while engaging the target audience in multicultural challenges throughout the United States.

ILONA

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CONSUMER OVERVIEW

Hispanic American 16.3% of the total U.S. Population (50.5 million people) Originate from 20 diverse countries Largest ethnic group in the united states Average Household Income $68,000

African American 12.3% growth (37 million people) $66,000 Average Household Income

Chinese American 23% of Asian Population 1.2% of U.S. Population Largest ethnic group among Asian Americans $ 78,000 average household income for Asian Americans

National Student Advertising Competition Case Study

SOURCE

Elizabeth ELIZABETH

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MULTICULTURAL MARKET PENETRATION

Market Penetration: Nissan in Total Market and Total Multicultural Market Nissan controls 8.83% of the ENTIRE market, and 13.04% of the ENTIRE multicultural market. Of the total population that purchases Nissan, 18.66% are Multicultural.

Market Penetration: % MC Segments Purchasing Nissan or Similar Brands Chinese: 1.48% Nissan Comp, 8.39% Nissan Market Share, 1.56% Non-Lux Comp *Asian sales volume has greatest challenges in terms of market share Hispanic: 9.97% Nissan Comp, 13.66% Nissan Market Share. 6.45% Non-Lux Comp *Hispanic sales volume has the most favorable attitude towards Nissan Market

Market Penetration: Of the Total Multicultural Share in Q1 2010 and Q1 2011 Market Penetration: of the total multicurtural share 1) Toyota...25% 2010, 22% 2011 2) Honda...17% 2010, 16.6% 2011 African American: 3) Nissan...13% 2010, 13.1% 2011 7.21% Nissan Comp, 13.74% Nissan *Nissan may be ranked 3rd, but it was the only brand to increase in Total MC Share Share, 4.63% Non-Lux Comp 4) Chevy...10% 2010, 10.7% 2011 5) Ford...9% 2010, 9.7% 2011 6) Hyundai... 5% 2010, 5.9% 2011 * Chevy, Ford, & Hyundai may be underdogs, but their MC share is increasing at a higher rate than Nissan.

JOHANNA

Johanna Penry

29

CONSUMER OVERVIEW
Multicultural Americans are concentrated in certain geographical areas Hispanic American African American Asian American

California, New York, Texas, and Florida are the most populated states for all three ethnic groups.

Schreiber, Alfred, and Barry Lenson. Multicultural Marketing: Selling to the New America. NTC Businessbooks, 2001.

ELIZABETH

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DEMOGRAPHICS AND CONSUMER INSIGHTS OF MM

Attitudes/Perceptions of Products/Brands Important product attributes include: excitement,environmentally friendly, new technology, personalization There are a few key values that multicultural millenials look for in a car: Style and looks of the car are an important factor As close to luxury as possible, without the pricetag Key Demographics Overall the MC Millennial: Attended college 44% of Hispanics 57% of African Americans Altough Asian Americans make up a small part of the population they are more likely to pursue higher education than any other ethnic group in the U.S. Work part-time if not full-time in a sales or office setting Are passionate about the arts and entertainment

ELIZABETH, JOHANNA

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CONSUMER OVERVIEW

Consumer Overview Attention Seeking Millenials enjoy standing out and taking risks.

I like to stand out in a crowd I enjoy taking risks

Hispanic

African American 35.4% 156

Asian American 29.6% 131

White

37.9% 167

29.9% 132

46.4% 137

44.1% 130

44.5% 131

45.1% 133

Hispanic I like to look for new/interesting websites 41.8%, 130 Internet is a prime source of entertainment 33.8%, 178 Self concept - Brave, Courageous, Daring, Adventuresome 57.5% 121 Scale: Brave/Courageous- Far above average 29.9% 158 African American I like to look for new/interesting websites 55.4% 172 Internet is a prime source of entertainment 24,9% 131 Asian Americans I like to try new things no one else has 52% 143 Internet is a prime source of entertainment 48% 134 Simmons Experian OneView Study 2010 12 Month Demographic 18-34

ELIZABETH

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CONSUMER PURCHASE POWER

Multicultural purchasing power is growing. African Americans Purchasing power is currently $913 billion Expected to reach $1.2 trillion in 2013 9% of the nations estimated buying power. Hispanic American 108 percantage gains in buying power over the past decade Purchasing power is expected to rise from $1 trillion in 2010 to $1.5 trillion in 2015 Will be an estimated 11% of the nations buying power Asian American Current purchasing power is estimated at $544 billion More than 525,000 Asian households have reported more than $500,000 in assets

Fahmy, Sam. "Despite Recession, Hispanic and Asian Buying Power Expected to Surge in U.S., According to Annual UGA Selig Center Multicultural Economy Study." Terry College of Business - University of Georgia | The Flagship Business School in the State of Georgia, Founded in 1912. Terry College of Business, 4 Nov. 2010. Web. 11 Sept. 2011. <http://www.terry.uga.edu/news/releases/2010/ minority-buying-power-report.html>.

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INDUSTRY TRENDS
Highway Attendance The number of vehicles on the road in the United States remains high. Based on US Department of Transportation information, the number of registered automobiles on the road has increased by 240 million between 1997 and 2007. People are also holding on to their cars longer before making a new purchase. However, while there are still many cars on the road, the number of miles driven has declined, which means people are not driving as much. This is due to the rise in gas prices and declining economy. There was a decreased difference of 3.6% (108 billion miles) between 2007 and 2008. Technology Today, cars are seeing an increase in technology, to the point where they are being considered computers on wheels. Microprocessors are controlling just about every feature. Cars are now expected to have high tech engine controls for efOicient fuel consumption, more safety features in case of the drivers error, and more diverse digital entertainment and media options. Fuel EfOiciency and "Green" The most dominant trend in cars today is the green factor. Again, because of gas prices and the weak economy, consumers are looking for the most fuel-efOicient cars. These include smaller Japanese cars, hybrids, fully electric, and other alternative energies. http://www.altera.com/end-markets/auto/industry/aut-industry.html http://www.franchisedirect.com/automotivefranchises/automotiveindustrytrendsbusinessreportii/7/249

JONATHAN

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INDUSTRY TRENDS (CONT)

The best way to achieve energy ef]icient innovations is with weight reduction, cost control, improved performance, and innovative styling. Economy = Innovation As Americans become more eco-friendly/aware, vehicles are evolving with new innovations accommodating the changing environment Higher oil prices lead to increases innovation in energy-efOicient automotive technology The Volt, HMEV, and the Leaf are the Oirst three manufacturers to deliver on economic promises and get a vehicle to the dealerships. Ecofriendly cars are also quite a nice ride. most drivers getting behind the wheel of an electric car for the Oirst time are amazed at their reOinement, quietness and almost instant response to the accelerator pedal There is a growing array of specialty and commodity plastics developed for new application areas in automotive interiors, lighting, glazing, structural components, and more. The creative use of plastics is accelerating with opportunities to replace traditional materials. The is create sustainable solutions to decrease carbon footprints. This trend also encompasses the latest electric and hybrid electric vehicles (EVs and HEVs) currently being developed

SOURCE 5,7

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INDUSTRY TRENDS (CONT)

Due to the struggling economy consumers are more likely to purchase smaller cars. Smaller cars have taken a big role in the market. Sales of smaller vehicles are rising. Consumers are often enticed by these particular vehicles because of the low price and positive environmental footprint. This is favorable for Oirst time car buyers especially because for some it may be all they can afford. Competitively automakers are positioning themselves as best in following this trend. In the past, Japanese automakers have had the advantage in low cost fuel efOicient vehicles. However, the Detroit three automakers have repositioned themselves to follow this trend and are more competitive than ever in this segment. Vehicles such as the Ford Fiesta and Chevy Cruze offer attractive American brand alternatives.

Levy, Efraim. "Autos and Autoparts, Industry ProOile." Industry Trends. Net Advantage. Standard and Poors. 23 June 2011 < http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>

SOURCE

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REGULATORY PROBLEMS

Regulatory Problems Laws regarding reality television and drag racing must be taken into account to insure the safety and validity of the show. Reality Television: All rules and regulations of the FCC must be cooperated with. The Federal Communications Commission (FCC). According to the FCC, standards must be censored such as rigging of any kind, exploiting children, and other such things as nudity and language that are not censored. All prohibitions of the FCC must be taken into account Drag Racing: There are many regulations and safety issues to be considered while executing the "drag race" portion of the campaign. These regulations come from the NHRA (National Hod Ros Association) While many versions of speciOic regulations must be taken into account, some important rules include: For years, the NHRA has required certain safety equipment on any car running down a dragstrip. These rules are designed to ensure safety not only for the driver but for other competitors and spectators as well. To prevent the driveshaft from breaking at the front U-joint area and perhaps coming into the interior of the car, or digging into the track and pole-vaulting the car, NHRA mandates that a steel loop be placed just behind the front U-joint of the driveshaft. The clutch and Olywheel must also be SFI certiOied. These are few of the important safety precautions to drag racing. In the competition, all rules of the NHRA must be followed.

SOURCE 8, 9

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REGULATORY ISSUES

Regulatory Issues When minorities are not depicted as central ("tokenism"), the message is that the host culture considers them unimportanton the fringes of social life, not at its center. For society as a whole, non-stereotypical portrayals of Asian-Americans can help expose other groups to Asians in contexts in which they have not often been portrayed in. Through exposure to portrayals that contradict the stereotype, members of society may be encouraged to question the stereotype and perhaps gain a better understanding of Asian- Americans. An example of how non-stereotypical portrayals may help at a societal level involves the lack of portrayals of Asian-Americans in family and social situations. The collective absence of Asian models in such situations sends a message that is counter to American core beliefs. Ironically, the message is false and may contribute to the misunderstanding of Eastern cultures, in which family identity is a long-standing tradition. If advertisers begin depicting Asian models in family and social situations, however, viewers will be exposed to images that counter the "all work, no play" stereotype.

SOURCE 10

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REGULATORY ISSUES

Regulatory Issues New regulations require better fuel economy on all vehicles by 2016. Automakers must comply with government regulations regarding safety, fuel consumption, and pollution control. Sometimes one value is taken at the price of the other. For example in order to improve fuel economy commonly the cars weight is lightened. In doing so the vulnerability in collisions increases. Fuel efOiciency is a major issue currently in the automotive industry. Obamas Administration has implemented new rules requiring stricter emission and mileage standards for new vehicles. By 2016 all vehicles will be required to average 35.5 miles per gallon. This is something that should be considered when marketing the fuel efOiciency of vehicles. Fuel efOiciency has environmental and political implications. When marketing for this speciOic attribute it will be important to remain sensitive to these implications. Insensitivity could cause a negative brand image and diminish the reliability of the brand in the eyes of the consumer.

Levy, Efraim. "Autos and Autoparts, Industry ProOile." Industry Trends. Net Advantage. Standard and Poors. 23 June 2011 < http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>

ELIZABETH

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PART 2: RESEARCH AND OBJECTIVES

Primary Research Objectives

40

PRIMARY RESEARCH

In order to better understand our target audience we distributed a survey with the help of Qualtrics. The following is a breakdown of the respondents that we collected.

50 Total Respondents
Age Distribution 18-21 22-25 26-29 17 12 7 Gender Male Female 28 22 Ethnic ClassiOication African American 19

Hispanic American 18 Asian American 13

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PRIMARY RESEARCH
Our team has conducted a survey to determine multicultural perception of the Nissan brand, as well as how it compares to other car brands. In result, we've received answers to questions as follows:

Q: What is your impression of Nissan? "They have a very large selection of vehicles in their brand" "...has a very good design" "...utilizes all of the newest technology" "It is an innovative car company that has managed to introduce an electric car that is affordable" "A car for young adults"

In a research survey, Nissan has also been compared to other major car brands. Ranking from most innovated to east innovated, Nissan has been considered #1 in innovation and providing the newest technology. Knowing this information, we have decided to use that information to apply it to our campaign. Not only is Nissan innovative, it is the perfect vehicle for the multicultural millennial, because of their wide variety of cars and the ability to personalize it to every person's different needs and wants. Nissan is affordable, especially its electric car, the LEAF compared to its competitors.

ILONA

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ETHNIC BACKROUND OF IDENTITY

Q: What Ethnic Background do you identify with? We found that 43% of respondents identiOied with both their ethnic and American cultures. Learning this information was important in getting a better background on the consumers. Many of their habits are similar to the general market, most likely because of their assimilation with their American culture.

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PERCEPTION CHART
The Innovation axis depicts the publics perception of how much each car brand has innovative features and technology. Consumers have a low perception of Nissan in innovation because of the lack of awareness of its features. Our goal is to promote the features in order to raise recognition and build a brand image that is associated with innovation. The Multicultural Relevance axis depicts the total market share of each car brand. Nissan currently has a strong position with multicultural consumers. However, this does not mean we do not have place to improve. Toyota and Honda are still ahead of Nissan and has a strong lead. Our goal is to attract more multicultural customers and increase the total multicultural market share.

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MISSION STATEMENT
Our Mission: Investment in the future To Oind people with their eyes on the future and provide them with the opportunity to experiment, experience, and evaluate the kind of society that humanity wants to be a part of; and to make meaningful contributions to the creation of societal values through programs that foster diversity and promote the participation in society of the employees of Nissan. 1) Investing in Society Through Partnership with NPOs Two priorities for independent programs and support of NPOs activities: -Fostering the creativity of children and young people -Promoting a better understanding of environmental protection Nissan wants to be involved in building a vibrant society that respects diversity. Toward that end, Nissan invests in society through its involvement in activities carried out in partnership with NPOs that have initiated pioneering efforts to tackle various issues of concern. 2) Fostering an Awareness of Community Involvement Among Employees Support for community involvement by employees -Provision of information on volunteer activities matching individual interests -Financial support for employees' volunteer activities -Events and seminars organized for employees In today's civil society, company employees are also members of the community and are encouraged to participate voluntarily in community activities. Taking part in community activities exposes employees to various viewpoints and provides valuable opportunities to hone well-balanced sensibilities by cultivating their social and cultural awareness. Nissan has created various programs that provide opportunities for employees to participate in community activities spontaneously. 3) Community Relations Community activities at NISSAN plants and dealers -Providing plant tours -Making facilities available for community use -Organizing various events -Participating in community events Nissan wants to be a contributing and valued member of the community. it seeks to build closer relations with people in local communities where its plants and other business operation centers are located through a host of community activities.
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CBwQFjAA&url=http%3A%2F%2Fwww.thebodyshop.com%2F_en %2F_ww%2Fvalues-campaigns%2Fassets%2Fpdf%2FValues_report_lowres_v2.pdf&ei=xtPZTsuQEOTn0QHw95TyDQ&usg=AFQjCNGMVQYeK2- QzJYrp9tMN-nesfSaSQ

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MARKETING OBJECTIVES
For the past 5 years (2011 included), Nissan has sponsored the Heisman and NCAA Football, as well as a Oitness program recently renamed Innovation for Endurance. The Heisman and College Football sponsorship affords Nissan the opportunity to align itself with key Nissan brand attributes: performance, quality and style. It also exposes Nissan products to an extensive breadth of consumer targets including a signiOicant composition of ethnic groups, namely African American and Hispanic. Nissan relies on this sponsorship to position the brand and to quickly disseminate marketing messages across a diverse audience through TV, consumer print, online, and experiential footprints at 10 college football games across the country. Innovation for Endurance provides Nissan with another brand afOinity, Personal Achievement, based on the discovery that running, cycling and personal Oitness as relevant activities among the overall Nissan brand target. This program consists of a partnership with Rodale Publications that involves surrounding the Nissan brand with Rodale content focused on Oitness through print and online advertising, a social media hub, and on-site activations at various marathons and cycling events across the country. Because Nissan is typical considered as a generic brand without a brand personality, it is our goal to change those who are familiar with Nissan to those who like Nissan. By creating an image of adventure, those familiar with Nissan will feel more engaged by Nissan. Our other goal is to push those who are considering Nissan to actual purchase. The added brand personality with help multicultural relate with their culture as well as their adventurous personality.

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CB0QFjAA&url=http%3A%2F %2Fwww.brokendowndesign.com %2FcaseStudy.pdf&ei=WtPZTteRCKHx0gHiu8W_DQ&usg=AFQjCNHUuW0_Lv4KO-6KFaONruXjKAnM-Q

SOURCE

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MARKETING OBJECTIVES

"Nissan has a number of big new product launches in 2012. The goal is to grow our online presence -- the number of followers on Twitter, the number of likes on Facebook. The goal is to grow those as big as possible so we have maximum opportunity to expose the new product. To date, Nissan has not done any sort of sweepstakes or contest where you are required to be a fan before you can enter -- we haven't done any gimmicks to get fans. We want to build our fan base that's genuine and authentic, not to just grow the fan base for the sake of growing the fan base -- we want fans who are truly fans and truly engaged with us...Our brand has a celebrated history in performance cars, and social media gives us a chance to amplify it to a broader community. It's about building value so if we can offer our customers something that's of interest or of value to them -- that's a win." - Erich Marx Director of Social Media and Interactive Marketing User generated content will engage viewers and increase brand exposure awareness. Facebook and Twitter will be heavily relied on to create buzz and hype about the road trip. Through social media, prospective consumers are able to share their thoughts about the show, the cars and how they relate. Polls will be placed on the website and on Facebook. such polls will ask about the favorite challenges, teams and Nissan models. Links to social media will be place on the website which will be, nissanusa.com/roadtrip. By increasing the UGC available to users, the Nissan brand will become more relevant and consistent with the rapidly changing trends of multicultural. Erich Marx of Nissan states that a goal of Nissan is to grow their online presence. Nissan wants fans who are engaged. UGC and fan engagement have a direct relationship therefore, the more UGC, the more fan engagement.

SOURCE 11&12

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GOALS OF NISSAN

Nissan to Move Beyond Price-Driven Advertising

Nissan decided to add $100 million to its national marketing budget. Transition from a price-driven, model-specific strategy to a broader idea that Nissan cars come equipped with a range of innovative offerings, from keyless entry to air purifiers and smartphone apps, at an affordable price. The Leaf is the most recent example to believe that Nissan is an innovative company and that's how we want to transmit our message to consumers.

SOURCE 13

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PART 3: CREATIVE STRATEGY BRIEF

DeOine Target Audience Creative Strategy Brief Below The Line Idea Creative Executions

SOURCE

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TARGET AUDIENCE

Our target audince is multicultural millennial ages 18 to 29, speciOically Hispnic, African American, and Chinese American. Multicultural millennial are individuals who are ambitious, optimistic, and adventurous. They are constantly engaged with various forms of media and technology, and have a huge presence on the Internet. They have a desire for functionality, style and quality. Multiculturals millennials also have a sense of cultural acknowledgment. They identify themselves with their country of origin and relate to a larger group, such as African-American, Hispanic, or Asian American. Lastly, Multiculturals millennials are driven to do things that are fun and different. They want to place their mark on the world and be recognized for it.
JONATHAN

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TARGET PROBLEM

Multicultural Americans crave a car that not only makes it easier for them to accomplish everyday tasks, but also represent their exploratory nature.

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CREATIVE STRATEGY

Key Insight
Multicultural Millenials are extremely social and value entertainment. They are more likely than any other demographic to add hype about Nissan as an extension of their social circle.

Brand Personality: Nissan is adventurous

Message
Nissans line embodies innovation and diversity, just like the average Multicultural Millenial. This is why they go great together, and have the ability to create a unique bond. The Multicultural Millenial needs a car that has features to help keep up with their lifestyle. Life is an adventure, Nissan takes you there.

Organizing Idea

Nissan Takes You There: The Ultimate Road Trip Nissan will be featuring two multicultural teams driving cross country in the various Nissan models in a reality webseries, highlighting the most impressive features of the cars in checkpoint challenges. Print ads and the series and spark nationwide interest in commercials will stem from models and the drama. both Nissan

Reason to Believe

By showcasing actual multicultural millennials experiencing Nissan models and their features, consumers get an in-depth perspective of Nissan. The adventurous and innovative elements of Nissans revamped brand personality will be communicated through the various checkpoint challenges. The amount of interaction between Nissan and the consumer, as demonstrated through social media and the Nissan Ultimate Road Trip website, will create an intimate understanding and let consumers unique voices be heard.

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CREATIVE STRATEGY (CONT.)

Campaign Goals Ultimately the purpose of the campaign is to A) Demonstrate and raise awareness of innovative features in the Nissan models B) Have consumers associate Nissan with diversity C) Engage consumers on our website D) Purchase a Nissan vehicle that reOlects their diversiity and helps them simplify their lives Message Support Millenial multiculturals are people who grew up with and expect a wide variety of choices and service selectivity. They feel less need to conform in their consumer choices than everyone else in their generation. They also prefer to keep their time and commitments Olexible longer in order to take advantage of better options, and expect other people to give them more Olexibility. Millenials desire to have as many personalization and customization features as possible to meet their shifting needs, interests, and tastes. They have no tolerance for delays, and they are often impatient. They are practical, result oriented multitaskers, born to juggle several tasks at once since this is an efOicient, practical use of their time. They highly depend on the newest technology. Because of all these traits, the new, innovative Nissan gives millenial multiculturals the ability to choose the car that Oits not only their personality, but also their needs, providing them with the newest technological advances to make their life easier and to complete all their tasks quickly and efOiciently.

Beast

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCMQFjAA&url=http%3A%2F %2Flibrary1.njit.edu%2Fstaff-folders%2Fsweeney%2FMillennials%2FArticle-Millennial- Behaviors.doc&ei=wNLZTsL-D6Po0QHPzrTCDQ&usg=AFQjCNEaGFMJ_yjHwMs7TCRtcAK3p8Y-Eg

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BELOW THE LINE

Nissan Ultimate Road Trip The Nissan Ultimate Road Trip will include two teams of three, traveling across the United States while stopping at several major cities along the way to complete checkpoint challenges. The teams will be given a different Nissan car after each challenge to drive to the next city. Points will be given for winning challenges and for satisfying other driving benchmarks, such as being the most fuel-efOicient team. The team with the most points at end of the competition will win a new car used in the competition, plus $100,000 toward a personal goal set before starting the competition. (college tuition, money for a start up company) The competition will be Oilmed like a reality TV show and will follow the six individuals through their adventures on the road and in the cars. The show will consist of 30 minute webisodes on the Nissans website every week for a 3 months. Afterwords, we will have 2 extra live webisodes of interviews of the contestants with the chance for fans to ask questions live on the Internet. Along with the episodes, the website will include extra behind the scene clips, and an interactive community page for fans to join in on the fun.

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CASTING PROCEDURE

Applicants can apply through Nissan website, uploading a 5 minute video of themselves that will be viewed by the Nissan Team as well as other users to vote for. The website will be linked to all social media, redirecting them straight to the casting site. Eventually the candidates will be narrowed down to 12 potential cast members, and users will be able to vote, with the Oinal decision being made by the Nissan Team. Desired Casting Elements Include: - Intelligence -Motivation -Sense of adventure -Competitive nature Most importantly, the contestants must have tanglible life goals. In addition to the Nissan models given to the winning team they will also be awarded a certain amount of cash towards a worthy endeavor ie. college tuiton, student loans, charity, new home, personal improvement. They do not have to own a Nissan or even be familiar with the brand because they will get to know it in-depth during the adventure. There will be an African American, Chinese American, and Hispanic contestant on each team, all between the ages of 18-29.

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PROSPECTIVE CONTESTANTS

Prospective Contestants: Contestant 1: Miranda Vega, age 24. Recently graduated from Stanford with her Masters in Political Science. Personal Innovation Goal: Help to reform US foreign policy Contestant 2: Andrew Jackson, age 18. Currently applying to four year universities with D1 basketball programs. Personal Innovation Goal: Make it to the NBA Contestant 3: Steven Chang, age 28. Volunteers at a variety of local environmental organizations. Personal Innovation Goal: Create his own youth outreach organization to promote the importance of environmental sustainability Contestant 4: Tasha Bryant, age 22. Has dedicated herself to ballet since she was 4 years old. Personal Innovation Goal: Get accepted toand be able to afford Juliard Contestant 5: Michael Alvarez, age 20. A new father and young business entreprenuer. Personal Innovation Goal: Balancing work and fatherhood. Contestant 6: Amy Liu, age 23. Graduate student in Fashion Design. Personal Innovation Goal: Create a cultural fusion apparel line.

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EXECUTION TIMELINE

Apr

May

Jun

Jul
Compeition and Filming Post-competition team interviews

Aug

Sep

Oct

Nov

Dec

Jan
Week 1-2: Post-Show Week 3-4: Live Episodes 13-14:

Feb
Post-show Online Involvement

Mar
Post- show Media Promotion

Casting and Promotion Pre-production

Post-Production

Episodes 1-12 one per week

Months 1-3 Month 10 Casting and Promotion: All volunteers will be Post show casted and picked as contestants Live episodes 13-14: Live episodes will be Oilmed with all of the Pre-Production contestant reuntion, where the audience will have a chance to ask direct questions and have them answered online Month 4 Competition and Oilming: All episodes will be Oilmed Month 11 throughout the entire United States Post show online involvement, live chats: viewers will get a chance to Post-competition team interviews Oilming be actively involved in the competition, blogging and chatting about thier own experiences with Nissan vehicles, as well as poting their Months 5-6 own pictures and videos Post-Production: All material will be edited and developed before running online Month 12 Post show media promotion: The past competition and each event Months 7-9 will be promoted as the Nissan Takes You There campaign Show episodes 1-12: Episodes will be ran on a weekly basis on the Nissan website ILONA

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COMPETITION TIMELINE
Competition Timeline Days 1-2 Cities New York City Models Activity-Innovation-Cultural Highlight Cast of Multicultural Millenials will be introduced to each other and the public. The audience will have the opportunity to get to know the teams on a more intimate level before they embark on their journey. Nissan Showcase All contestants as well as the Nissan crew, family, friends, and other VIPs will meet at a private party. All Nissan models in the competition will be displayed. This allows the audience to see Nissans diverse line up all at once. The showcase will provide teams with the chance to learn more about the cars they will be using. This will allow them to better their game strategy. In their Qirst Challenge teams will use the navigation system to complete a scavenger hunt around D.C. This challenge serves two purposes. To showcase Nissan's navigation system To relate to the audience by including signiQicant multicultural Qigures and historical landmarks as part of the tasks This challenge will place a spotlight on hispanic culture through dance. The versatility of the Sentra is perfect Qit to introduce contestants to an authentic salsa competition. Teams will be trained by professional choreographers during days 7-11. Teams will perform on day 11. For this challenge teams will have an opportunity to explore off road in the PathQinder. This experience will feature the PathQinders shiting fourwheel drive. This challenge will also highlight the vehicles smooth ability to shift from smooth to rough terrain. In New Orleans they will develop a strategy for a car wash to occur on day 14. The money they raise will go to relief efforts fo Hurricane Katrina victims. Meb KelQlezighi, the Qirst American to Qinish the New York Marathon will host this episode. Since Nissan sponsered the marathon, this inspiring athlete will lead the teams through an obstaqcle course through San Antonio. This challenge will represent the african american culture as they race through San Antonio. Day 17 will be spent driving to Las Vegas. On days 18 and 19 contestants will given given a break from competitions to explore the city in style in the Maxima. On day 20 and 21 the contestants will be trained by professional drivers and have the opportunity to drive the GT-R at high speeds on a closed track. For this challenge contestants will spend four days designing, painting and decorating their nissan to represent a dragon. On day 26 they will parade through lombard street and head toward a block party in San Francisco's historic china town in celebration of chinese culture and history. The Leaf will be highlighted in Los Angeles. In a city that has many problems with trafQic congestion and smog the Leaf is the perfect contrast advocating environmental sustainability. Los Angeles will also be the location for the closing ceremonies. The winning contestants will be given a brand new Nissan car of their choice. Day 28 will end the experience with a party celebrating the journey of the contestants. Contestants will get a chance to relax among VIP celebrities.

New York City

4-5

Washington, D.C.

Altima

6-11

Miami

Sentra

12-14

New Orleans

PathOinder

15-16

San Antonio

Versa

17-21

Las Vegas

Maxima GT-R

22-26

San Francisco

Rouge

27-28

Los Angeles

Leaf

Ilona,Kristine, Elizabeth,Johanna, Michelle

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EPISODE TIMELINE
Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Activity Meet the Contestants NYC Take off Party Altima takes on DC Salsa Sentra in Miami Getting Dirty in New Orleans Obstacle Course Speed Vegas Dueling Dragons in San Francisco Saying goodbye After party: LA Winners Circle Bonus Round! Gag reel Team 1: ReOlections Team 2: ReOlections

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ULTIMATE ROAD TRIP WEBSITE

Community: sublink bringing viewer to a page with user generated content, such as allowing them to chat about the contestants as well as the contests, blog about their experiences and their Nissan vehicles, and adding the Nissan page to different social media such as facebook. Behind-the-scenes: Bonus clips with behind the scenes content, and short interviews where contestants comment on each journey

Website link: Unique URL bringing the viewer straight to the Road Trip website Episodes: Viewers can watch the episodes every week online, with the leisure of rewatching past episodes Teams: Descriptions of all the contestants with short interviews, biographies, and opinions. Facebook: Users have a chance to "like" the video and share it with their friends online

ILONA

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PART 4: THE DETAILS

Previous Nissan Spending Establish Media Plan Media Relevancy Example Print Ad Budget

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NISSAN MEDIA SPENDING HISTORY

U.S. AD SPENDING ($ in thousands) By media Magazine B-to-B magazine Local magazine Spanish-language magazine Newspaper National newspaper Spanish-language newspaper Network TV Spot TV Syndicated TV Cable TV networks Spanish-language network TV 2010 $81,029 242 399 22 7,878 5,829 126 196,427 92,990 186 99,031 23,882 2009 $74,642 1,725 276 155 10,510 456 277 126,988 77,452 3,375 65,685 20,568 % chg 8.6 -86.0 44.8 -85.6 -25.0 NA -54.6 54.7 20.1 -94.5 50.8 16.1

Network radio Local radio Outdoor Internet (display only) Measured media Unmeasured spending Total

638 9,933 360 92,487 611,458 255,976 867,434

NA 5,430 1,793 58,379 447,708 187,425 635,133

NA 83.0 -79.9 58.4 36.6 36.6 36.6

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MEDIA PLAN, BELOW THE LINE PROGRAMS

According to this chart based on RI Reporter, the indexes of popular media sources can be analyzed. A large percentage of the target market watches MTV. Yahoo mail is popular among the target as well; speciOically popular with Asian Americans who are not as active in other forms of media. An online presence is crucial. YouTube.com is highly viewed by the millennial population, Asian Americans, and African Americans. Advertisements will be placed on MTV, BET, Yahoo Mail, Twitter and Facebook. Percentage of target that use different media sources.

Source 14

SOURCE 14

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IMPLEMENTING MEDIA PLAN

1) Social Media (Facebook, Twitter): Creating Nissan Ultimate Road Trip page/Twitter account, which will serve to announce the casting procedure (locations, age/demographic requirements) for the show, as well as creating free hype before the paid advertising begins. 2) Nissan Ultimate Roadtrip Site: Nissan will have a special Ultimate Roadtrip section of nissanusa.com which will encompass all aspects of the show, as well as extra clips from the show will be aired. Special videos such as blooper compilations and interviews with cast members will be featured. There will also be a blog community, where consumers can create proOiles to comment, like, and interact in forums to make their voice heard and interact with both Nissan as a brand, the cast members, and one another. NIssan website will be linked to all of the social media networks. 3) Commercial: We will show clips of the show once Oilming wraps in a commercial to highlight the most entertaining aspects of the road trip, as well as the most educational clips in terms of the car features. This commercial will be aired on MTV, BET, Mun2 and Phoenix North America Chinese Channel (via Direct TV and Comcast) 4) Print: A print ad will be developed from the various challenges throughout the trip. We will format the print ads for billboards, taxi banners, and mall posters in each challenge city (including New York and LA), as well as a Yahoo! mail skyscraper slot.

JOHANNA

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MEDIA PLAN RELEVANCY

1) Mun2: "Mun2 is the lifestyle cable network for todays cultural connectors bicultural Latinos 18-34. As the bilingual network the ampliOies the Latinos experience, mun2 is culturally grounded and reOlects the best of bold worlds mun2 is uniquely American. Mun2 reaches over 36 million U.S. TV households nationwide on digital and analog cable and satellite." 2) Phoenix North America Chinese Channel: Phoenix is the number one choice for Chinese televistion media, reaching more than 1/3 of Chinese families in America.. 3) BET: "Black Entertainment Television (BET) is the Oirst and only television network in the United States primarily devoted to the attraction of African American viewers" 4) MTV: MTV, with a median viewer age of 21.6 years, is the top-rated network in the 12-24 demographicMTV 5) Twitter: With over 100,000,000 active users, anyone can read, write and share messages of up to 140 characters. 6) Facebook: With over 800 million potential customers, Facebook allows advertisers to choose audience based on location, age, and interests. "People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products. " 7) Yahoo: Yahoo reaches 90% of the 126.9 million adults online, with an average of 3:30 spent on Yahoo Mail, making Mail the second most popular content on Yahoo.

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MEDIA ALLOCATION
Commercials and print ads make up 55% of the media budget. Based on the types and placements of the advertisments, the most money will go toward commercials considering it is quite expensive. The print billboards and mall posters will have 35% of money. Facebook and Twitter will be heavilly used however the cost will be very low because the sites are free the only costs include paying employeees tp update the sites.

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PRINT ADVERTISEMENT

Campaign Slogan: tells the consumer how Nissan contributes to their lives ProOile: shows the perspective multicultural contestant, who she is, and her personal innovation goal Photograph: Multicultural millenial whose style reOlects that of their Nissan car Website: tells consumer the direct link to the competition website

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BUDGET ALLOCATION OVERVIEW

Timeline Nissan Ultimate Road Trip Pre-production Production Post Production & Show launch 15% 60% 25% % of Budget Explanation Based on our below the line idea, our top down budget allowcation will consider the Nissan Ultimate road trip in three sections emphasising the amount spent on the actual production to ensure the best quality show possible. The remaining funds will cover the speciOic media resources of multicultural milenials. Our target will be well informed of the NIssan Ultimate road trip based on this allocation of media sources.

Media Commercial Spots Print Internet Social Network Website 20% 35% 30% 5% 10%

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PART 5: CONCLUSION

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CONCLUSION

Multicultural Millenials are unique individuals with a bright future. As a brand, it is our responsibility to take them wherever their paths lead. Nissans innovative features have the power to enhance and simplify their experience along the way. Life is a journey, Nissan takes you there.

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SOURCES (1)

1 NissanTechMagaizine, NTM TV Vol.1 Nissan Global Headquarter's Zero Emission Vision. 2011. Video. Nissan Technology MagazineWeb. 27 Nov 2011. <http://www.nissan-global.com/EN/TECHNOLOGY/MAGAZINE/ global_headquarter_zero_emission_vision.html>. 2 Consumer, Report. "2011 Car Brand Perception Survey."ConsumerReports. (2011): 3. Print. <http:// www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm>. 3 Shiv Singh, Measuring Social InOluence Marketing in the Automotive Industry, Headlight, August 2009, [August 2011] <http://www.headlightblog.com/2009/08/measuring-social-inOluence-marketing-in-the-automotive-industry/> 4 Chappell, L. (2010, October 19). Nissan Get a Marketing Makeover With Leaf. Retrieved October 19, 2011, from AdvertisingAge: http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/ 5 Automotive Trends Drive Broader, More Diverse Plastics Use." Advanced Materials & Processes 169.3 (2011): 17-20. Academic Search Premier. Web. 26 Nov. 2011. 6 Chappell, L. (2010, October 19). Nissan Get a Marketing Makeover With Leaf. Retrieved October 19, 2011, from AdvertisingAge: http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/ 7 Whitney, T. (2010, November 10). TRENDS POINT TO ELECTRIC CAR BOOM- PLUS BETTER FUEL EFFICIENCY AT EVERY PRICE POINT. Retrieved November 5, 2011, from EBSCOHost: http://web.ebscohost.com.rlib.pace.edu/ehost/detail? sid=9326ebbd-6e5d-4615-89e4-2db743b35a75%40sessionmgr111&vid=2&hid=123&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT 1zaXRl#db=aph&AN=55592935

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SOURCES (2)

8 Nutt, Amy. "Regulations for Reality TV Shows." CityTVWeb.Com. 28 June 2008. Web. 5 Nov. 2011. <http:// www.citytvweb.com/are-there-speciOic-laws-andor-regulations-for-reality-tv-shows/>. 9 Smith, Jeff. "NHRA - Rules & Regulations, Class & Time Brackets - Hot Rod." Hot Rod, Custom Roadsters, Classic Muscle Cars & Trucks - Hot Rod Magazine. Web. 26 Nov. 2011. <http://www.hotrod.com/techarticles/ nhra_legal_rules_regulations_time_brackets/>. 10 Stern, Barbara. "Asian-Americans: Television Advertising and Themodel Minority Stereotype. | Journal of Advertising | Professional Journal Archives from AllBusiness.com." Small Business Advice | Business News & Articles | AllBusiness.com. AllBusiness. Web. 02 Dec. 2011. <http://www.allbusiness.com/marketing-advertising/advertising- television-advertising/653583-1.html>. 11 According to eMarketer.com, UGC oriented web sites generated $1 billion in advertising revenues in 2007, and attracted 75 million users in the US. Those numbers grew to 101 million users and $4.3 billion, respectively, in 2011. 12 Slutsky, I. (2011, June 3). Nissan's New Head of Social Media on How Not to Sell Car on Twitter. Retrieved October 19, 2011, from AdAge Digital: http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/ 13 Slutsky, I. (2011, June 3). Nissan's New Head of Social Media on How Not to Sell Car on Twitter. Retrieved October 19, 2011, from AdAge Digital: http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/ 14 Mediamark Reporter. (n.d.). Retrieved November 5, 2011, from MRI: http://www.mriplus.com/account/home.aspx 15

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THANK YOU

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