BE THERE.

Table of Contents ]

01 08 10 24 28

Situation Analysis Strategy & Message Creative & Digital Events & IMC Media Plan

Executive Summary Marketing Problem Competition Nissans Position Target Audience Media Usage

1 2 3 4 5 7

Objectives Campaign Strategy Creative Strategy commUru App Digital Media Creative Executions Print & Radio

8 9 10 12 14 18 22

Nissan Lounge Festivals & Campuses Taxis of Tomorrow Partnerships

24 25 26 27

Media Plan Media Selection Media Flowchart Campaign Evaluation

28 29 31 32

Executive Summary ]
Situation Analysis
The automotive industry is an incredibly competitive market, and each consumer is valuable. Nissans brand image is neutral in the minds of Multicultural Millennials, presenting an opportunity to gain MC market share. Sherpa Media can establish a positive view of your brand with MC Millennials, leading to preference, conviction and ultimately, purchase. With an emphasis on the key values of MC Millennials, particularly community involvement and digital media, we can demonstrate how Nissans many innovations are crucial for this target.

Strategy & Message

MC Millennials respond positively to innovation as a means to make their lives easier. Awareness, involvement and activity are the three pillars that characterize our target. MC Millennials appreciate brands that are active in their community, and connecting with the target through local involvement will improve its perception of Nissan. Our campaign strategy blends a digital focus with strong, yet simple, traditional media.

Creative & Digital

As the main focus of our campaign, a mobile app creates an opportunity for MC Millennials to become more involved in their community. Nissans social media platforms serve as the hub for all brand and user-generated content. The use of digital media will resonate with MC Millennials. Billboards, print and web advertisements will feature user-generated content derived from the mobile app. TV commercials support our integrated message, emphasizing involvement and convenience through a story-telling experience.

Events & IMC

All promotional efforts focus on the underlying digital objective to create more two-way communication between the user and your brand. Nissan will make a concentrated effort to appear in MC Millennials communities while connecting with them through incentives and giveaways. Nissans partnerships and promotions improve brand perception and create awareness for the mobile app, the center of this campaign.

Media Plan
Due to monthly fluctuations in car sales, we recommend using a pulsing schedule, with the highest weight in the first two and last two months of the campaign. We will advertise with Internet, Spot TV, Magazines, Radio and Outdoor in the top 11 DMAs for MC Millennials. The digital focus of our campaign requires a heavier weight in Internet. We plan to implement a variety of media tactics: weight per month, number of DMAs and size of spot. The total media plan for traditional media vehicles will cost $60 million and create 5,845 GRPs.

Executive Summary 1

Key Problems

Marketing Problem ]

Opportunity is knocking... Nissan currently enjoys a strong position in the Multicultural segment, with 25 percent of sales coming from this market. Nonetheless, Nissan ranks third in MC share behind primary competitors, Toyota and Honda. To increase MC market share, you chose to target Multicultural Millennials, specifically college-educated African American, Chinese and Hispanic consumers ages 18 to 29. According to Simmons OneView, there are 13.6 million college-educated MC Millennials in the US.1 They are looking to build life-long brand loyalties, but they have no clear picture of what your company stands for. Now is the time to make a connection with this influential audience and close the gap between you and your competitors.

Nissans trouble is trying to figure out an intelligent way to consistently express the brand... The idea revolves around innovation Innovation has always been what the Nissan brand is about.2

Industry Trends

-Jon Brancheau, VP of Marketing for Nissan

Although the outlook was grim in 2008, the automotive industry weathered the financial crisis and is on the road to recovery. Retail vehicle sales improved across most brands,3 reaching 5.2 million units by October 2011.4 Nearly every category saw an increase in sales from 2010, especially small cars and mid-size SUVs.5 Nissans sales volume alone increased by 31 percent from Q1 2010 to Q1 2011. The markets healthy state lays a favorable groundwork for our agency to create a positive and long-lasting impression of your brand with MC Millennials. The strategic decisions of our fully-integrated campaign are grounded in primary research. Our research respondents came from all across the United States, giving us a broad view of MC Millennial perceptions.

25% Asians

39% Hispanics

222
Situation Analysis 2

Concept Tests

36% African Americans

The Competition ]
Nissan trails both of its primary competitors,Toyota and Honda, in MC market share.6

16.6% 22%

13.1%

10.7%

9.7%

Your competitors utilize a more multiculturally-targeted strategy.7

Toyota
In-language advertisements for sub-segments of
the Asian population. Heavy integration within Hispanic programming. Non-traditional out-of-home media selections.

Honda
In-language advertisements for sub-segments of
the Asian-American population.

Chevy
In-language advertisements for sub-segments of
the Asian population.

Ford
Heavy integration within Hispanic programming. Unique campaigns targeted toward the African
American audience. Product integration.

Heavy integration within Hispanic programming.

Nissans primary competitors target Multiculturals through traditional media, namely Print, TV and Radio.8 This approach is outdated for MC Millennials. The focus on paid media can largely miss the younger population segment that Sherpa Medias plan targets. You have an opportunity to dominate earned and owned media markets. Your target audience identifies with the values of their generation more than those of their ethnic culture, and they prefer genuine and subtle advertisements where diversity seems natural.9 To obtain the highest share of the MC market, you must truly connect with the MC Millennials to increase market share in the short- and long-term. Now is the perfect time to build brand preference with this young audience as they begin to create lifelong loyalties.

Situation Analysis 3

Nissans Position ]
Think
Nissan is a blank slate. Based on our primary research, MC Millennials are between the awareness and knowledge stages of the purchase cycle. When asked to name top car brands, 33 percent named Nissan in the top three. Unfortunately, only 9 percent named Nissan as their first choice, with 20 percent naming Toyota and 13 percent naming Honda as their top brands. Most could not even remember the last time they had seen a Nissan commercial.10 They have no opinion, good or bad, of your brand. In a way, this is good news. This gives us the chance to create an identity for your brand within the minds of MC Millennial consumers.

The Purchase Funnel

Awareness Knowledge Liking Preference Conviction Purchase

Feel
Perception is everything. MC Millennials do not have a defined perception of Nissan. On a five-point semantic differential scale measuring 12 different automotive features, Nissan scored an average of 3.7 These neutral ratings make it hard for you to use . your brand personality to attract this market. Toyota and Honda, on the other hand, enjoy high ratings in the most coveted categories. Toyota scored highest in reliability (4.5), and Honda led in durability (4.4). We know that youve built your brand on innovation, but thats not what MC Millennials see.

Do
What does this mean? It means MC Millennials will not reach the final step of the purchase cycle without a dramatic and permanent change in their perceptions of Nissan. MC Millennials will eventually be a part of your multicultural consumer base. However, it is important to reach them now in order to see returns from this group in the future.

Situation Analysis 4

Target Audience ]
Millennial > Multicultural
Multiculturals are notoriously hard to reach. Ethnic heritages and cultural beliefs bring them together in tight-knit circles. They even have blogs dedicated solely to immigrant communities.11 However, these knots are slowly loosening due to the number of second-generation MC Millennials. Immigrants children who grow up in America do not always adhere to their parents culture. They assimilate into the multifaceted cultural landscape of the US much faster than their parents.12 So, where does your target of college-educated MC Millennials fit in the world of traditional multicultural advertising practices? They dont. MC Millennials do not want to be singled out by their race or ethnicity. Having acculturated and merged their ethnic backgrounds with American society, they want to be seen more for their beliefs and values--the beliefs and values that drive a Millennial consumer.13 MC Millennials differ among their own ethnic and social groups, creating their own cultures around their likes, habits and activities. As the most radically diverse age group in America, it makes sense to speak to the Millennial generation.14

Our Plan is Simple

Use their desire to be considered Millennials as a means of approach. We reach them by appealing to generational attitudes. The campaign is digitally focused, inspired by the integral nature of social media in MC Millennials lives. Through earned and owned media, we offer tools for MC Millennials to engage with their communities, thereby forging a bond between them and the Nissan brand. Using paid media, we target MC Millennials by placing advertisements in DMAs where the target is most abundantly located. Our IMC efforts take place in the top DMAs and use social events dedicated to MC Millennials as our consumer touch points. All of our messages tie into digital media, utilizing burgeoning and established social media platforms.

Community Focus
More than 50 percent of MC Millennials have a better opinion of a brand if the company engages in cause marketing.15 Of African-American and Hispanic Millennials, 74 percent feel the need to get more involved in their communities.16 A recent study shows that there is a rise in volunteering. 17 Focusing on local engagement and fostering that involvement with MC Millennials demonstrates Nissans understanding of the target.

81% 55% 79% 40%

18

MC Millenials have volunteered within the past year

MC Millennials prefer brands that are active in the community

MC Millennials think they can make a real difference in the country for the better

Consider style extremely important when purchasing a car

Situation Analysis 5

Meet the Millennial

Although Millennials are gaining buying power,19 they spend the bulk of their money on non-discretionary items like paying back student loans and transportation costs.20 We need to show them that Nissan gives them the most car and the best experience for their money. Emphasizing the innovations Millennials receive when they choose Nissan and applying innovation to community involvement helps bring MC Millennials to your brand.

Were vocal, passionate, and big spenderswere basically a marketers dream, if we like you.21

-Vincent (Chinese, 29)

MILLENNIALS

GENERATION NEXT EC HO B OOM ER S THE NEXT HERO GENERATION

EIGHTIES BABIES

NET GENERATION

Millennials think of brands as a representation and an extension of themselves. They want to connect with and receive help and information from a brand.22 Millennials believe brands should be confident without appearing too focused on impressing the consumer.23 They are attracted to brands that identify with the passions and interests of their generation. Most of all, they prefer brands that are innovative and original, one that simplifies their lives.24 Nissan offers exactly that. Innovation is the foundation of your brand, and of our campaign.

Situation Analysis 6

Media Usage ]
16.8 16.7 13.6 12 6

Average hours of usage per week per medium among our target.25
According to our survey respondents and secondary research, 90 percent of Millennials use the Internet regularly.27 They consider digital media as more of a habit than a toolits as natural as eating.28 Millennials believe that technology makes life easier, brings them closer to friends and family and allows people to organize their time more efficiently.29 Our respondents have an extensive presence on social media sites, with over half indicating that they visit social media sites at least once a day. MC Millennials use technology, both social and mobile, to gather instant opinions.30 About two-thirds of Millennials own a smartphone.31 Additionally, Affinity Research reports that more than 24 million Millennials plan to purchase a smartphone in the next six months.32 Over 25 percent of our target also engages in Telewebbing: multi-tasking between different media. This allows for consumption of 11 hours of media in a 6-hour time span.33 In addition, watching television online makes it possible to view shows without traditional advertisements interfering. These online media habits prove that a digital campaign is the best way to reach MC Millennials.

The Internet is forcing brands to be held accountable for the quality of their products and customer service. It offers anybody and everybody a soap box, and Millennials, more than any other generation, are using that soap box.26

-Adrienne (Hispanic, 19)

Situation Analysis 7

Objectives ]
Marketing
Sherpa Medias campaign will increase Multicultural market share to 16% in the scal year of April 2013 to March 2014.

Communication

We will raise Nissans top-of-mind awareness and favorability from 33 percent to 60 percent among MC Millennials, and change their current perception of Nissan through the use of paid, owned and earned media throughout scal year 2013.

Digital Media

Sherpa Medias campaign will increase MC Millennials engagement with the brand by 30 percent, as well as obtain 10 million app users within the scal year.

Digitally Focused
This fully-integrated campaign will engage MC Millennials with the Nissan brand, shifting them from a state of awareness to a state of preference. This campaign will relate to MC Millennials in a way that will communicate that Nissan understands their goals and preferences. We will also demonstrate how the brand exemplifies their values in a way that makes Nissan a top-of-mind choice for a vehicle and for a lifestyle. These efforts will coincide with Nissans national brand image to grow this market and create a loyal customer base for the future. Our focus on digital media directly relates with Millennials online media habits, and our IMC efforts speak to the fun and the excitement MC Millennials want from life.

Strategy & Message 8

Campaign Strategy ]
Pandora

Campaign Website
Partnerships

IMC

Web

POP

TV Print

Mobile App

Facebook
Radio

Twitter

Outdoor

Events and Sponsorships

The web of media interconnectivity exhibits how all of the media in our plan work together. The entire campaign is centered around our mobile app. The app provides a tool for community engagement and creates impressions that filter out across the target audience. Our paid media reflect on our owned media by drawing Millennials to our social networking sites.

Strategy & Message 9

Creative Strategy ]
Concept Testing
The definition of innovation varies from person to person, but MC Millennials see innovation as a means to make their lives easier. Through concept testing, we concluded that they respond positively in believability, likability, uniqueness and intent to purchase to this key phrase: Nissans fuel efficiency, safety features and technological innovations make your life simpler so you can go out and change the world. This generation not only believes in the word innovation, but also holds it to a high standard. They want a deeper meaning connected with the word, or they will fail to truly acknowledge the brands claim of innovation. If our message offers MC Millennials simplicity and accessibility, we will appeal to this demographic on a tangible level that will result in long-lasting favorability and commitment to your brand. Sherpa Media believes a branding campaign, one meant to develop relationships and provide a connection to the brand, is the best approach to connect with MC Millennials. Our ads do not feature individual models, because we want MC Millennials to have a positive perception of Nissan as a whole. Once MC Millennials prefer Nissan, your primary advertising efforts can capture their attention with car models.

Be there.

This simple phrase cuts across all aspects of the target audiences lives. From attending a concert to volunteering in their community, Be there implies a sense of adventure that MC Millennials crave. The new mobile app incorporates their desire for novelty and cutting-edge technology. By innovating the way the target audience interacts with your brand, Sherpa Medias campaign supports Innovation for All. We promise to make their lives easier through an integration of your slogan and our campaign.

The Foundation
Our campaign is based on three pillars:

MC Millennials are aware. Therefore, our voice, in their constant stream of media and hashtags, needs

to be simple, unique and real. In recent advertising, consumers find the earnest theme fake and unlikeable, which is clearly shown in their distaste of green marketing. 34 Instead, we choose to support MC Millennials in their dreams and ambitions, incorporating user-generated content in our digital and traditional media. presence in their community.35 Like its consumers, Nissan should be a brand that shoulders responsibility and commitment to community.

MC Millennials are involved. Studies show that MC Millennials feel connected to a brand that has a

MC Millennials are active. Time is precious and MC Millennials dont like to waste a minute of it.36

In showing the benefits, like accessibility, of Nissans many different innovations, we ensure that MC Millennials associate your brand with convenience and functionality.

Creative & Digital 10

If a product is accessible to a lot of people I feel like thats actually innovative. Like a product that isnt just some technologically evolutionary step forward, but is something that people can use that actually helps them and helps anybody that gains access to it.37

-Eddie (Hispanic, 24)

Creative & Digital 11

Digital Media ]
Communicating innovation is the focus of digital media.
Sherpa Medias plan integrates Nissans use of various social media platforms into the daily lives of MC Millennials and encourages constant branded two-way communication. To do this, Sherpa Media introduces your community guru, the commUru (kom-YU-roo) app.

commUru
The commUru app is the focus of Sherpa Medias campaign and drives all other media. The app builds involvement between users and their communities by recommending specific events for the user to participate in. The app also gamifies the social interaction process by rewarding users based on how much they give back to their community. Sherpa Media will initiate a soft-launch of the commUru app. Instead of advertising in the first two weeks in April, we will send out press releases to non-profit service organizations and reach out to prominent MC bloggers to create national awareness of commUru. This will not only gain support of influential leaders, but help spread word-of-mouth to service-oriented citizens, namely MC Millennials. CommUru incorporates the SoLoMo trend by providing users with social, local and mobile attributes. Social: CommUru allows users to search for and invite friends to participate in events that help better their community. Through the app, users can learn more about specific happenings in their area and decide whether they want to Be There. This interaction will post to the users social media profiles to further promote each event. Local: Using the users location, commUru recommends relevant community events in the surrounding area. MC Millennials want to volunteer and make a difference in the world they live in, and commUru helps by connecting them to the right cause. Mobile: Nissan can use commUru to put innovation into the palm of MC Millennials hands. CommUru allows users to upload and share pictures, videos and details while at an event. They are a mobile generation, constantly interacting and wanting to share their experiences with their community. Each event in commUru originates through the use of programs that find and post local social, service and cultural events, such as LOKU API, Find Me Specials API, and Hands On API. Users also have the ability to submit their own events.

Creative & Digital 12

Calendar: Users calendar of events they plan to attend or have attended

Share: Camera will allow users to share photos on various social media platforms

Map: Color-coded drop pins of popular events in their communities

Driver: User Profile

Passengers: Users Friends

commUru Incentives
MC Millennials will download commUru to interact with their community, as well as to receive rewards for their efforts. Throughout the year, the app awards points based on how much users contribute in their communities. Quarterly, the top three users on the national leaderboard receive Nissan cars, amounting to 12 vehicles awarded over the fiscal year. At the end of the year, the top three Nissan drivers on the national leaderboard receive a $5,000 gas card. In addition, the organization, which hosts the most popular event, will receive a donation from Nissan. To further gamify the users experience, badges are available for those who complete different tasks. For example, to get the Bumper-to-Bumper Badge, users must attend back-to-back events. Profile pages display each users badges.

Creative & Digital 13

Digital Media ]
Facebook
The bulk of Nissans online branding will occur as a result of second-hand impressions. We will capitalize on the viral potential of Facebook to increase Nissans brand exposure. User interaction and shared content pushes to Facebook in three ways: content appears in real-time on the Facebook ticker, the users Facebook wall and in their news feed. Repeated posting exhibits Nissans local initiative to a broad spectrum of MC Millennials. Our Facebook page links to the campaign website through live streaming status updates. CommUru allows users to post their community involvement to their Facebook pages, connecting MC Millennials with community partners. Additionally, pointof-purchase displays will feature the campaigns Facebook address. Facebook is shifting to a Premium advertising format. Ad content now pulls from a brands Facebook page instead of utilizing traditional advertising copy. Our plan also scales up easily to address Facebooks expansion beyond Likes to verbs and frictionless sharing. CommUru content generates relevant advertisements for our target based on each users interests and community. We expect to increase Facebook followers by 50 percent to 1,129,539 Likes within the year.

Creative & Digital 14

Twitter
All of our traditional media pushes MC Millennials to our Twitter page. With the hashtag #Bethere, the Twitter feed streams live on the Be there website, and on screens at our promotional events. CommUru allows Millennials to upload their community involvement, giving Millennials a voice. This will inspire them to become involved with their communities, and with Nissan. The commUru customer service page, @commUru, gives app users an opportunity to contact a Community Guru with questions and concerns. Sherpa Media also recommends steadily monitoring the commUru Twitter account and responding to every tweet. In addition, promotion of the #Bethere hashtag every day of each sponsored festival for the duration of the campaign generates earned media and electronic word-of-mouth for your brand. Through this interaction, you can expect to obtain a 50 percent increase of Twitter followers for a total of 98,362 during the fiscal year of Sherpa Medias campaign.

Web Banners
The web banners are a call to action for MC Millennials to get involved. It tells where you can find the app, and creates intrigue for the campaign. The web banners click through to the campaign website, where users will see live streaming Facebook status updates and Twitter posts from app users. The web banners incorporate rich media and filter usergenerated content. The images that appear on the phone will fall down the webpage and others will replace them.

Creative & Digital 15

Campaign Website

The campaign website, NissanUSA.com/bethere, is the digital hub of the mobile app efforts. The home page introduces the app and shows you where to download it. Almost all of our paid media, owned media and IMC efforts direct users to the site. The campaign website incorporates Nissans involvement with community partners like Teach for America and Habitat for Humanity. It also exhibits what app users are doing in their communities by having a continuous live feed of Facebook status updates, Twitter hashtags and uploaded photos taken using the commUru app. Site visitors can view user-submitted videos by clicking the videos tab at the top of the page. The website also has lists of events by location that users and community leaders submit to the app or through various social media sites. Point-of-purchase displays at dealerships will also have the website domain advertised.

Creative & Digital 16

Billboards
We consider billboards as screens like computers and mobile phones. Accordingly, the outdoor facet of our campaign is completely digital. The billboards communicate our theme and promotes the commUru app in three stages. The first billboard features a teaser approach with no explanation provided. The only words on the billboard are #Bethere accompanied by a small Nissan logo. This billboards purpose is to grab attention and capture the interest of our audience.

Following the first display, a download ticker billboard continuously counts how many downloads commUru has thus far. This ticker will incite curiosity about the app.

The third billboard motivates more MC Millennials to get involved and download the app by displaying user-generated content. The people featured on the billboards in this stage are winners from commUru leaderboards.

Creative & Digital 17

Creative Execution ]
The campaign kicks off with a branding commercial that features a montage of different MC Millennials using the main copy of be there as a continuous theme throughout the commercial. By using popular means of communication and off-the-wall instances, MC Millennials will be both intrigued and entertained. This montage spot runs in the beginning of the campaign, acquiring the expected reach. Once people are familiar with the spot, the campaign continues with TV spots that tell each story depicted in this montage.

Montage

Text message reads: Concert tonight at the new club, be there. MC Millennial 1 reading the text message as he throws his briefcase into the passenger seat of his Nissan Altima.

Facebook status reads: Will you be there? MCM 2 checks her Facebook on her phone, then turns to her dog next to her in the car and asks You ready boy? Drastic slow motion of dogs lips flapping in the wind.

At work, MCM 3 checks his Twitter feed while transporting fish at a fish market. Twitter feed reads: Adventure in the mountains, #be there. As he is checking is feed, the fish hits him in the face. He scowls, and says to himself Im so gonna be there

Creative & Digital 18

Guy in car using Bluetooth, voice on Bluetooth says I dont think you can handle it. Guy gets out of car, disconnects Bluetooth, wearing biking outfit, Whatever man, Im there. Now where are you guys?Close to 100 cyclists, participating in critical mass, pass by him in a stampede.

Shows all four cars on the road. Cars branch off into different directions. Copy: There are over four million miles of road in America. There are even more possibilities to where those roads can take you. At Nissan, we have worked hard to build cars for whatever road you choose. We may not know exactly where youre going, and hey, maybe you dont either, but wherever it is, we want to be there.

Screen fades to show the type, Be there then Be fades and Innovation for (there) appears, there is then replaced by words flying into the screen (community, environment, family, adventure) and then All appears.

The shot will then zoom out to be a picture featured in the Nissan commUru app, while the App copy is read.

App copy: To find out where you can get involved, check out our Nissan commUru App that shows everything going on locally within driving distance.

Creative & Digital 19

Fun: Be There

Shows the cars from previous commercial and then follows MCM 1 in the Altima.

Arrives at a club.

Meets up with friends

Throws dart as attractive girl walks by.

Hits his friend in the butt with dart.

Uses app to find a concert nearby, clicks Im there.

GPS is shown as everyone piles into the car.

At a concert, everyone is singing and then the music cuts off and its just one guy singing. Dead silence.

Arrives at pool, uses bright headlights in the dark to swim.

Girl persuades guy to skinny dip.

Friends steal clothes and laugh at Superman undies.

COPY: Life is made of memories, some more memorable than others. Our innovations help to make your nights the ones to be remembered, not forgotten. Wherever youre going, whatever youre doing, [guys VO:Very funny guys. Guys?] We want to be there.

Creative & Digital 20

Community: Be There

Shows the cars from the previous commercial then follows the MCM 2 girl in the Versa.

Goes to Habitat for Humanity construction site. Unloads paint cans.

Dog knocks over paint.

Paint paw prints on the boards, leading to car. Back into car. Dogs lips flap.

COPY: Life holds in nite possibilities and opportunities. We make our innovations so you can make your mark stand out in your community. Wherever youre going, whatever youre doing [VO: Whered these paw prints come from?] We want to be there.

Adventure: Be There
MC Millennials are all about adventure. They live for the thrill and the excitement of a mind-blowing experience that will keep their statuses updated. In this commercial we will appeal to just that. It will highlight Nissan innovations such as space, backup cameras and GPS, while showing the story of MCM 3 that started in the first spot. His story depicts an adventurous outing with friends. The ending will be the same as the other spots, with the app featured.

Creative & Digital 21

Print
All of our print advertisements showcase moments in MC Millennials lives when they are involved in their communities. The text works to connect with the audience and inform the readers that Nissan creates its many innovations specifically for them, and that Nissan wants to be there, wherever they go.

A hashtag for #Bethere is included on all print ads in order to make MC Millennials aware of Nissans campaign.

All of the visuals in the print ads represent the community values of MC Millennials, as well as their desire for adventure and fun.

Sticking with Nissans slogan Innovation for All allows simplicity in order for MC Millennials to gain a perception of your brand.

Creative & Digital 22

Radio
We want our first radio spot to portray the message that no matter where life will take you, Nissan wants to be there to help you with its many innovations. In our second spot, we want to highlight the Nissan app to showcase that it helps find events and happenings in local communities.

ANNCR: With roads steadily winding, gas prices steadily rising and your life steadily changing, it is important to have a car that can accommodate every aspect of your life. Nissans many innovations take care of the small things, so you only have to worry about whats ahead. (PAUSE) Wherever youre going, we want to be there.

ANNCR: Do you have big plans for tomorrow afternoon? What about tonight? Maybe youre eager to get involved, but you arent sure how to do so. Chances are you may be missing out on some of the great things going on right here in your own community. Check out the Nissan commUru app to discover all the things you can do that are only a drive away. (PAUSE) Wherever youre going, we want to be there.

Creative & Digital 23

Events & IMC Efforts ]

Our SoLoMo strategy take the campaign to MC Millennials, really putting into their hands the chance to interact with the brand in fun ways. The most important part of our campaign is the way we represent MC Millennials by utilizing user-generated content. All of our IMC efforts focus on giving the target audience a voice and getting them involved with Nissan.

Nissan Lounge
A car-themed lounge will draw people to Nissans brand by providing a technologydriven atmosphere to recharge and refuel.
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Upon entering the Nissan Lounge, people receive Swag Bags filled with Nissan gear.

Niss

S o ut

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Sou th w est
A 3C
Hip

H o p Fe stival

The Nissan Lounge will serve fuel such as energy drinks, soft drinks and water. The lounge will also feature built-in iPads, encouraging guests to interact on the commUru app and the Nissan campaign website. Guests are able to view festival performances and Nissans #Bethere live Twitter feed on television screens. Lounge tables equipped with USB outlets will provide guests with a chance to relax and charge their mobile phones. Guests can socialize, refuel, and learn about the commUru app while enjoying the festival.

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Events & IMC 24

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Users who tweet or upload pictures with the hashtag #Bethere have the chance to win backstage passes each hour.

ns Asia n I

Festivals
The following festival locations will have a Nissan Car Lounge present with the opportunity for attendees to utilize the iPads and test drive the app. Sponsorships range from $20,000 to $100,000.

Festival
A3C Hip Hop Festival Calle Ocho Coachella
46 47 39

Location
Atlanta, GA San Antonio, TX Miami, FL Indio, CA
38

Length
3 Days 1 Day 3 Days 3 Days 1 Day 10 Days 2 Days 1 Day 10 Days

Attendees
15,000 100,000 1,000,000 105,000 422,000 3,500,000 50,000 400,000 286,000

Impressions
95,000 630,000 6,300,000 680,000 3,400,000 22,000,000 315,000 2,500,000 1,700,000

Asian Institute of Texan Cultures

43

Essence Music Festival Fiesta San Antonio

40

New Orleans, LA San Antonio, TX Houston, TX New York, NY

41 42

Lunar New Year Parade Lunar New Year Parade

45 44

SXSW - South by Southwest

Austin, TX

College Campuses
The Nissan Car Lounge will visit eight colleges in the top 11 DMAs that have a significant portion of multicultural students. Nissan partners with these colleges to encourage guests to explore and download commUru. MC Millennials are mostly college educated, and events at these campuses can reach a high number of our target.

Asian Concentrated Schools

Columbia New York, NY (student pop. 27 ,606) Impressions: 9,662,100 UC Berkeley Berkeley, CA (student pop. 36,000) Impressions: 12,600,000

Historically Black Colleges and Universities

Spelman College Atlanta, GA. (student pop. 2,186) Impressions: 1,967 ,400 Morehouse Atlanta, GA (student pop. 2,891) Impressions: 2,601,900 Howard University Washington D.C. (student pop. 10,623) Impressions: 3,718,050 Xavier New Orleans, LA (student pop. 4,121) Impressions: 3,708,900

Hispanic Concentrated Schools

UCLA Los Angeles, CA (student pop. 40,675) Impressions: 14,236,250 Hunter College New York, NY (student pop. 20,575) Impressions: 7 ,201,250

Students must search for 50 magnets scattered throughout their campus. Five times a day, the first 10 people to snap and tweet a photo of an undiscovered magnet with the #Bethere hashtag will win a $50 voucher for gas. Nissan will tweet updates and clues to the locations of the magnets throughout the day. Visiting the campaign website will activate the vouchers.

Events & IMC 25

Events & IMC Efforts ]

New York Taxis of Tomorrow
Building upon Nissans Taxis of Tomorrow initiative, New York City taxis have iPads preloaded with the commUru app so users can interact with and explore it. The iPads prompt passengers to log in to their Facebook or Twitter accounts and share their experience by uploading pictures. The campaign website, NissanUSA.com/bethere, automatically uploads each photo to its news feed.

MC Millennials will experience the commUru app while riding in a New York City taxi. This will create positive word-of-mouth and enhance earned media efforts.

Point of Purchase
A photo booth is available at all Nissan dealerships in the top 11 DMAs. This booth contains a Nissan bucket seat and an iPad embedded in a steering wheel. The iPad, preloaded with commUru, helps customers familiarize with and navigate the app. A camera takes a photo of the customer to superimpose on a Nissan vehicle and background of their choosing. Customers who upload the photos to Facebook or Twitter receive a service voucher. Visiting the campaign website after purchasing a new Nissan vehicle will activate this voucher.

Events & IMC 26

Habitat for Humanity

Nissans partnership with Habitat for Humanity presents a great opportunity. The Habitat for Humanity initiatives coincide with those of Nissan in trying to build a better future. 48 However, these efforts seem to go unnoticed. To draw more attention to this partnership, the campaign website will highlight news and updates on recent Habitat for Humanity projects. All participation links, such as Get Involved and Donate Now, will remain. The commUru app will also allow users to find dates and locations for upcoming projects, providing an opportunity for the user to participate. MC Millennials value companies that actively serve the community, and this existing partnership pushes Nissans efforts to the forefront of the targets mind.

Teach for America

The Nissan Neighbors initiative supports non-profit organizations that focus on education. Education is a top concern for MC Millennials,49 and initiating a partnership with Teach for America is a great way for Nissan to connect with the target. Sponsoring 500 teachers, at $5,000 per teacher, through a Facebook initiative will demonstrate Nissans dedication to educating todays less-fortunate youth. For every 5,000 new Likes on Nissans Facebook page, the company will sponsor two teachers. Not only does this increase MC Millennial interaction with your Facebook page, but it also spotlights Nissans efforts to better the community. An increase of 1.25 million Likes is the desired outcome of this partnership so that you can contend with your competitors.

Events & IMC 27

Media Plan ]
Media Objectives
The success of this campaign depends on the audience seeing our message. The easiest way to reach them is to bring the message to where they are, using supporting traditional media. Regionality and seasonality objectives work with reach and frequency objectives to deliver our message to MC Millennials and efficiently use our budget.

Maintain a pulsed schedule with the heaviest concentration in earliest months. Focus on the top 11 DMAs where MC Millennials live. Weight the media schedule to mirror purchase patterns and to support IMC efforts

Regionality
The most effective use of the $100 million budget targets areas of the country that contain the largest population of MC Millennials. Using US Census data and Simmons OneView, we determined the best regionality plan. The South and West contain the largest population of Asians, African Americans and Hispanics, with a total population of 76.8 million. Although the Midwest and Northeast have significantly lower populations of these three groups, New York, Chicago and Washington, DC rank among the top DMAs with populations of the target audience. We found our DMAs through combining the research obtained from the Census and Simmons OneView.

10 2 7 5 1
1.32 M 12.19 M 3.11 M 3.26 M 3.01 M 9.9 M

8 9

11

3
2.57 M 4.31 M 1.65 M .69 M 2.04 M

Seasonality
18 15 12 9 6 3

1. San Antonio 2. Los Angeles 3. Miami 4. San Francisco 5. Houston 6. New York

7 Dallas . 8. Chicago 9. Atlanta 10. Sacramento 11. Washington, DC.

A M J J A S O N D J F M

While cars are year-round products, fluctuations in sales create an opportunity for Nissan to use a weighted advertising schedule. This plan reflects peak sales months and the holiday seasons by utilizing a pulsing schedule. According to our research, the most significant months for car sales are March, April and December, with the lowest sales in January.50 For the commUru app soft launch, we will delay advertising until mid-April. This allows the app to establish a presence before introducing our campaign.

Media Plan 28

Selection ]
Media Mix
We recommend that Nissan advertise in spot TV, Internet, magazines, outdoor and radio. The media mix for paid media represents 60 percent of the overall $100 million budget. The remaining budget allocates 28 percent to social media and IMC efforts, 7 percent toward creative production costs, 1 percent for campaign evaluation and 4 percent for a contingency plan.

30% Internet 12% Outdoor 10% Radio 10% Magazines 38% Spot TV

Media Selections
Internet
Internet is the most important medium to reach MC Millennials. Selective targeting focuses on each ethnic segment and individual interests. A concentrated Internet approach boosts Nissans earned media exposure, spreading the brands message by word-of-mouth without additional advertising expense. We will blanket the Internet with ads across such sites as Pandora, Google, Facebook, YouTube, hulu.com, movietickets.com and cable TV websites. Because MC Millennials watch television online, cable TV websites, rather than actual stations, provide a better outlet for reaching the target. During our weighted advertising months, we expect approximately 8 million organic impressions through social media and targeted websites.

Spot TV
Spot TV is a better fit to actively target each ethnic group. It is not only more cost efficient than Network TV, but also targets MC Millennials geographically. Nissan will advertise with 30 second spots on local ABC, NBC, FOX and CBS affiliates. We will advertise in our top 11 DMAs on Sundays and weekdays in the 3 top dayparts for the weighted months, and in the top 6 DMAs during the lower months.

Media Plan 29

Magazines
Magazines allow for vibrant advertisements. Specific publications target MC Millennials based on their likes, hobbies and interests. This approach reaches both subscribers and pass-along readers. We will run full-page, full-color ads in the top 16 magazine titles, such as Newsweek, Essence, Urban Latino and The Source, for our target audience during our higher pulsing months. During our lower pulsing months, we will place ads in the top 6 magazine titles.

Radio
Radio is the most effective medium for reaching our target audience in transit. This medium also provides high reach of MC Millennials and allows for Nissan to focus on the top DMAs, while the message is easily tailored to local events. We chose radio stations in all 11 of our top DMAs, utilizing primetime dayparts. During the months of August and September we added two college radio stations, Xavier and UC Berkeley, to support the IMC efforts on college campuses.

Outdoor
Outdoor advertising offers geographic flexibility and customization for each DMA. Billboards offer high frequency and 24-hour exposure. We will take advantage of 5 to 10 Clear Channel digital billboards in all of the top DMAs. At least one screen will show user-generated content from the app at all times. We will feature the commUru app on 6 additional billboards during the months of June, September, December and March. Why not use Spanish-language TV? Our primary research shows that most Hispanic Millennials do not watch Spanish-language programming,51 therefore we have omitted this medium from our media mix. Nissan should continue to use Spanish-language TV advertisements because Millennials make most big decisions with the help of their parents, who do engage in Spanish-language TV.

Media Plan 30

Media Flowchart
$14,000 $13,000 $11,000 $10,000 $9,000 $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000

GRP

750

750

325

325

325

750

750

560

420

240

750

750

Our campaign uses a mix of digital and traditional media to reach our target audience, focusing most efforts on digital media. The media flowchart above shows our media costs across both month and medium, as well as the GRPs for the traditional media we will use. Of the $88 million allocated to our paid and owned media, $28 million goes to digital media and IMC efforts across 12 months. Refer to the Media Mix chart on page 29 as a legend. The light grey at the top of each month is the amount of money allocated to IMC efforts.

Media Plan 31

Campaign Evaluation ]
POEM
Paid Media Marketing Evolutions core service, Return on Marketing Objectives (ROMO), will provide continuous and measurable feedback throughout the campaign for each of our media selections and DMAs. They will shut down our advertisements in certain DMAs and conduct surveys to see the effect of our message. We will use $1 million to fund this research. ROMO will provide for us: Measure the results of which medium has the highest impact for purchase intent and CPM Reach of MC Millennials Effectiveness of the campaign message and targets response to brand positioning Perception of consumer motivation and purchase habits in relation to the brand

Owned Media Through post-testing, we will track Facebook insights, as well as the amount of web traffic conducted to our campaign website through other media outlets. We will also track the number of Twitter hashtags and searches. Earned Media We will employ Radian6 to discover the number of conversations held across Internet sites, as well as the sentiment and subject of those conversations. We will track where those conversations take place, and the share of social voice Nissan acquires. As seen in the sample outputs below, we can track where those conversations take place, and the share of social voice Nissan acquires.

Share of Social Voice

Evaluation 32

References ]
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Photos
Page 2, Picture of Nissan VP - http://4.bp.blogspot.com/-gr7Zzqd_O-U/TfkDG-WpmtI/ AAAAAAAAAAY/9mwmbbRfvDM/s1600/jon_brancheau.jpg Page 24, Fiesta Logo - http://zarsandrogers.files.wordpress.com/2011/03/fiestacommission1.jpg Page 24, Essence Logo - http://dajaz1.com/wp-content/uploads/2012/01/emf12logo.png Page 24, SXSW Logo - http://fuelthefuture.adweek.com/wp-content/uploads/2012/03/sxsw-logo.png Page 24, A3C Logo - http://www.thelavillaproject.com/wp-content/uploads/2011/09/A3C-2011LogoWhite.jpg Page 24, Lunar New Year Parade Logo - http://www.panasianartsalliance.org/wp-content/ uploads/2011/11/JPG_1239684.jpg Page 24, Calle Ocho Logo - http://img1.whatmetropolis.com/sites/default/files/imagecache/675x250/ images_uploaded/thingstodo/3359/carnaval-miami-calle-ocho-festival_banner.jpg Page 24, Asian Institute Logo - http://www.texancultures.com/assets/1/15/MainFCKEditorDimension/ Asian2012Logo.jpg.jpg Page 24, Coachella Logo - http://www.l2pnet.com/sites/default/files/imagecache/node-image/ CoachellaLogo.jpg Page 26, Main Taxi - http://4.bp.blogspot.com/-ZBRskJTdJRE/TcA-_d8wphI/AAAAAAABFzk/ NRKmU6E19zY/s1600/NIssan_NV200_NYC-Taxi_01.jpg Page 26, Taxi Front Seat - http://2.bp.blogspot.com/-Przic3bYF0Q/TcA--79II1I/AAAAAAABFzc/rUUhg2bNQE/s1600/NIssan_NV200_NYC-Taxi_02.jpg

References 33

Special thanks to: Curtis Vann and Moran Printing Dr. Lance Porter Dr. Anne Osborne Dr. Yongick Jeong