Final Book (Sherpa Media)

8/2/2019 Final Book (Sherpa Media)

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BE THERE.


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010810

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Situation Analysis

Executive Summary 1Marketing Problem 2Competition 3Nissans Position 4

Target Audience 5Media Usage 7

Strategy & Message Objectives 8Campaign Strategy 9

Creative & Digital

Creative Strategy 10commUru App 12

Digital Media 14Creative Executions 18Print & Radio 22

Events & IMC

Nissan Lounge 24

Festivals & Campuses 25Taxis o Tomorrow 26Partnerships 27

Media PlanMedia Plan 28Media Selection 29Media Flowchart 31Campaign Evaluation 32

Table of Contents ]

The auto industry is an incredibly competitive market, and each consumer is valuable. Nissans brand image is neu

the minds o Multicultural Millennials, presenting an opportunity to gain MC market share. Sherpa Media can esta

a positive view o your brand with MC Millennials, leading to preerence, conviction and ultimately, purchase. With

emphasis on the key values o MC Millennials, particularly community involvement and digital media, we can dem

how Nissans many innovations are crucial or this target.

As the main ocus o our campaign, a mobile app creates an opportunity or MC Millennials to become more invo

in their community. Nissans social media platorms serve as the hub or all brand and user-generated content. The

o digital media will resonate with MC Millennials. Billboards, print and web advertisements will eature user-gene

content derived rom the mobile app. TV commercials support our integrated message, emphasizing involvement

convenience through a story-telling experience.

Executive SummaSituation Analysis

Creative & Digital

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 th

community, and connecting with the target through local involvement will improve its perception o Nissan. Our c

strategy blends a digital ocus with strong, yet simple, traditional media.

All promotional eorts ocus on the underlying digital objective to create more two-way communication between

user and your brand. Nissan will make a concentrated eort to appear in MC Millennials communities while conn

with them through incentives and giveaways. Nissans partnerships and promotions improve brand perception and

awareness or the mobile app, the center o this campaign.

Due to monthly uctuations in car sales, we recommend using a pulsing schedule, with the highest weight in the

two and last two months o the campaign. We will advertise with Internet, Spot TV, Magazines, Radio and Outdoo

the top 11 DMAs or MC Millennials. The digital ocus o our campaign requires a heavier weight in Internet. We p

to implement a variety o media tactics: weight per month, number o DMAs and size o spot. The total media plan

traditional media vehicles will cost $60 million and create 5,845 GRPs.

Strategy & Message

Events & IMC

Media Plan

Executive Summ


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tuation Analysis 2

Nissan trails both o its primary competitors,Toyota and Honda, in MC market shar

Your competitors utilize a more multiculturally-targeted strategy.7

Nissans primary competitors target Multiculturals through traditional media, namely Print, TV and Radi

approach is outdated or MC Millennials. The ocus on paid media can la rgely miss the younger popula

segment that Sherpa Medias plan targets. You have an opportunity to dominate earned and owned mmarkets. Your target audience identifes with the values o their generation more than those o their et

culture, and they preer genuine and subtle advertisements where diversity seems natural.9 To obtain t

highest share o the MC market, you must truly connect with the MC Millennials to increase market sthe short- and long-term. Now is the perect time to build brand preerence with this young audience a

begin to create lielong loyalties.

The Competiti

Toyota

Chevy

Honda

Ford

In-language advertisements or sub-segments o

the Asian population.

Heavy integration within Hispanic programming.

Non-traditional out-o-home media selections.

Heavy integration within Hispanic programm

Unique campaigns targeted toward the Ari

American audience.

Product integration.

In-language advertisements or sub-segments o

the Asian population.

Heavy integration within Hispanic programming.

In-language advertisements or sub-segme

the Asian-American population.

22%

16.6%13.1%

10.7%9

Marketing Problem ]

ndustry Trendslthough the outlook was grim in 2008, the automotive industry weathered the fnancial crisis and is on the

oad to recovery. Retail vehicle sales improved across most brands,3 reaching 5.2 million units by October

011.4 Nearly every category saw an increase in sales rom 2010, especially small cars and mid-size SUVs.5issans sales volume alone increased by 31 percent rom Q1 2010 to Q1 2011. The markets healthy state lays

avorable groundwork or our agency to create a positive and long-lasting impression o your brand with MC

Millennials.

he strategic decisions o our ully-integrated campaign are grounded in primary research. Ouresearch respondents came rom all across the United States, giving us a broad view o MC Millennial

erceptions.

Key Problemspportunity is knocking... Nissan currently enjoys a strong position in the Multicultural segment, with

5 percent o sales coming rom this market. Nonetheless, Nissan ranks third in MC share behind primary

ompetitors, Toyota and Honda. To increase MC market share, you chose to target Multicultural Millennials,pecifcally college-educated Arican American, Chinese and Hispanic consumers ages 18 to 29. According

o Census data, approximately 51 million Millennials live in the US.1 They are looking to build lie-long

rand loyalties, but they have no clear picture o what your company stands or. Now is the time to make aonnection with this inuential audience and close the gap between you and your competitors.

Nissans trouble is trying to fgure 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

-Jon Brancheau, VP of Marketing for Nissan

Situation Analy

36% African Americans

39% Hispanics

25% Asians

222 Concept Tests


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uation Analysis 4 Situation Analy

The Purchase Funnel

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

hink

Do

issan is a blank slate. Based on our primary research, MC

Millennials are between the awareness and knowledge stages oe purchase cycle. When asked to name top car brands, 33 percent

amed Nissan in the top three. Unortunately, only 9 percent

amed Nissan as their frst choice, with 20 percent naming Toyotand 13 percent naming Honda as their top brands. Most could not

ven remember the last time they had seen a Nissan commercial.10

hey have no opinion, good or bad, o your brand. In a way, this isood news. This gives us the chance to create an identity or your

rand within the minds o MC Millennial consumers.

erception is everything. MC Millennials do not have a defnederception o Nissan. On a fve-point semantic dierential scale

measuring 12 dierent automotive eatures, Nissan scored anverage o 3.7. These neutral ratings make it hard or you to use

our brand personality to attract this market. Toyota and Honda, on

he other hand, enjoy high ratings in the most coveted categories.oyota scored highest in reliability (4.5), and Honda led in durability

4.4). We know that youve built your brand on innovation, but thats

ot what MC Millennials see.

What does this mean? It means MC Millennials will not reach the

nal step o the purchase cycle without a dramatic and permanent

hange in their perceptions o Nissan. MC Millennials will eventuallye a part o your multicultural consumer base. However, it is

mportant to reach them now in order to see returns rom this

roup in the uture.

eel

Nissans Position ]

Multiculturals are notoriously hard to reach. Ethnic heritages and cultural belies bring them togethe

tight-knit circles. They even have blogs dedicated solely to immigrant communities.11 However, these kare slowly loosening due to the number o second-generation MC Millennials. Immigrants children wh

grow up in America do not always adhere to their parents culture. They assimilate into the multiacete

cultural landscape o the US much aster than their parents.12 So, where do MC Millennials ft in the wotraditional multicultural advertising practices? They dont.

MC Millennials do not want to be singled out by their race or ethnicity. Having acculturated and merge

ethnic backgrounds with American society, they want to be seen more or their belies and values--theand values that drive a Millennial consumer.13 MC Millennials dier among their own ethnic and socialcreating their own cultures around their likes, habits and activities. As the most radically diverse age gr

America, it makes sense to speak to the Millennial generation as a whole.14

Use their desire to be considered Millennials as a means o approach. We reach them by appealing to

generational attitudes. The campaign is digitally ocused, inspired by the integral nature o social mediaMillennials lives. Through earned and owned media, we oer tools or MC Millennials to engage with t

communities, thereby orging a bond between them and the Nissan brand. Using paid media, we targe

Millennials by placing advertisements in DMAs where the t arget is most abundantly located. Our IMC take place in the top DMAs and use social events dedicated to MC Millennials as our consumer touch

All o our messages tie into digital media, utilizing burgeoning and established social media platorms.

Millennial > Multicultural

Our Plan is Simple

Target Audien

More than 50 percent o MC Millennials have a

better opinion o a brand i the company engagesin cause marketing.15 O Arican-American and

Hispanic Millennials, 74 percent eel the need to

get more involved in their communities.16 A recentstudy shows that there is a rise in volunteering.17

Focusing on local engagement and ostering thatinvolvement with MC Millennials demonstrates

Nissans understanding o the target.

Community Focus

79%MC Millennials think they

make a real difference in th

country for the better

81%MC Millenials have volunte

within the past year

55%MC Millennials prefer bran

are active in the communit


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Were vocal, passionate,and big spenderswerebasically a marketersdream, i we like you.21

Situation Analyuation Analysis 6

though Millennials are gaining buying power,19 they spend the bulk o

eir money on non-discretionary items like paying back student loans and

ansportation costs.20 We need to show them that Nissan gives theme most car and the best experience or their money. Emphasizing the

novations Millennials receive when they choose Nissan and applying

novation to community involvement helps bring MC Millennials to yourand.

illennials think o brands as a representation and an extension o

emselves. They want to connect with and receive help and inormationom a brand.22 Millennials believe brands should be confdent without

ppearing too ocused on impressing the consumer.23 They are attractedbrands that identiy with the pass ions and interests o their generation.

ost o all, they preer brands that are innovative and original, one

at simplifes their lives.24 Nissan oers exactly that. Innovation is theundation o your brand, and o our campaign.

-Vincent (Chinese, 29)

Meet the Millennial

MILLENNIALS

The internet is orcing brands to beheld accountable or the quality o thproducts and customer service. It oanybody and everybody a soap box,and Millennials, more than any othergeneration, are using that soap box.2

-Adrienne (Hispa

Media Usa

Average hours o usage per week per medium among our target.25

According to our survey respondents and

secondary research, 90 percent o Millennialsuse the Internet regularly.27 They consider

digital media as more o a habit than a tool-

its as natural as eating.28 Millennials believethat technology makes lie easier, brings them

closer to riends and amily and allows peopleto organize their time more efciently.29 Our

respondents have an extensive presence on

social media sites, with over hal indicatingthat they visit social media sites at least once a

day. MC Millennials use technology, both social

and mobile, to gather instant opinions.30 Abouttwo-thirds o Millennials own a smartphone.31

Additionally, Afnity Research reports that more

than 24 million Millennials plan to purchase asmartphone in the next six months.32

Over 25 percent o our target also engages in

Telewebbing: multi-tasking between dierent

media. This allows or consumption o 11 hourso media in a 6-hour time span.33 In addition,

watching television online makes it possible to

view shows without traditional advertisementsinterering. These online media habits prove that

a digital campaign is the best way to reachMC Millennials.

13.616.7 12 616.8


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rategy & Message 8 Strategy & Messa

Campaign Strate

Mobile

App

Partnerships

TV

Campaign

Website

Faceboo

TwitterEvents and

Sponsorships

IMC

Radio

Web

Pandora

Print

Outdoor

POP

The web o media interconnectivity exhibits how all o the media in our plan work together. Theentire campaign is centered around our mobile application. The app provides a tool or commun

engagement and creates impressions that lter out across the target audience. Our paid media on our owned media by drawing Millennials to our social networking sites.

Objectives ]

his ully-integrated campaign will engage MC Millennials with the Nissan brand, shiting them rom a state o

wareness to a state o preerence. This campaign will relate to MC Millennials in a way that will communicateat Nissan understands their goals and preerences. We will also demonstrate how the brand exemplifes

eir values in a way that makes Nissan a top-o-mind choice or a vehicle and or a liestyle. These eorts

ill coincide with Nissans national brand image to grow this market and create a loyal customer base or theture. Our ocus on digital media directly relates with Millennials online media habits, and our IMC eorts

peak to the un and the excitement Millennials want rom lie.

Sherpa Medias digital campaign will increase engagement

with the brand of MC Millennials ages 18 to 29 by 30

percent, as well as increase community involvement by 10

million app users within the rst year.

Digital Media

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.

Communication

Sherpa Medias campaign will increase

Multicultural market share to 16% in the scal

year of April 2013 to March 2014.

Marketing

Digitally Focused


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reative & Digital 10 Creative & Digit

Creative Strategy ]

he defnition o innovation varies rom person to person, but Millennials see innovation as a means to

ake their lives easier. Through concept testing, we concluded that they respond positively in believability,ability, uniqueness and intent to purchase to this key phrase: Nissans uel efciency, saety eatures and

chnological innovations make your lie simpler so you can go out and change the world. This generation

ot only believes in the word innovation, but also holds it to a high s tandard. They want a deeper meaningonnected with the word, or they will ail to truly acknowledge the brands claim o innovation. I our message

ers Millennials simplicity and accessibility, we will appeal to this demographic on a tangible level that will

sult in long-lasting avorability and commitment to your brand.

herpa Media believes a branding campaign, one meant to develop relationships and provide a connectionthe brand, is the best approach to connect with MC Millennials. Our ads do not eature individual models,

ecause we want Millennials to have a positive perception o Nissan as a whole. Once Millennials preer

ssan, your primary advertising eorts can capture their attention with car models.

his simple phrase cuts ac ross all aspects o the target audiences lives. From attending a concert to

olunteering in their community, Be there implies a sense o adventure that MC Millennials crave. The new

obile app incorporates their desire or novelty and cutting-edge technology. By innovating the way the targetudience interacts with your brand, Sherpa Medias campaign supports Innovation or All. We promise to

ake their lives easier through an integration o your slogan and our campaign.

Millennials are aware. Thereore, our voice, in their constant stream o media and hashtags, needs to be

simple, unique and real. In recent advertising, consumers fnd the earnest theme ake and unlikeable,

which is clearly shown in their distaste o green marketing.34 Instead, we choose to support Millennials in

their dreams and ambitions, incorporating user-generated content in our digital and traditional media.

Millennials are involved. Studies show that Millennials eel connected to a brand that has a presencein their community.35 Like its consumers, Nissan should be a brand that shoulders responsibility and

commitment to community.

Millennials are active. Time is precious and Millennials dont like to waste a minute o it. 36 In showing the

benefts, like accessibility, o Nissans many dierent innovations, we ensure that Millennials associate your

brand with convenience and unctionality.

oncept Testing

Bethere.

he Foundation

I a product is accessible to a lot o people I eel like thatsactually innovative. Like a product that isnt just sometechnologically evolutionary step orward, but is somethingthat people can use that actually helps them and helps anybothat gains access to it.37

-Eddie (Hispanic

ur campaign is based on three pillars:


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Digital Media ]

Millennials will download commUru to not only interact with their community, but also to be rewarded

eorts.

Throughout the year, the app awards points based on how much users contribute in their communitiesQuarterly, the top three users on the national leaderboard receive Nissan cars, amounting to 12 vehicle

awarded over the fscal year. At the end o the year, the top three Nissan drivers on the national leaderb

receive a $5,000 gas card. In addition, the organization, which hosts the most popular event, will receivdonation rom Nissan.

To urther gamiy the users experience, badges a re available or those who complete dierent tasks. Fexample, to get the Bumper-to-Bumper Badge, users must attend back-to-back events. Profle pages d

each users badges.

Driver: User Profle

Be There: Color-coded droppins o popular events in

their communities

Share: Camera will allowusers to share photoson various social mediaplatorms

Passengers: Users Friends

Calendar: Users calendar oevents they plan to attend or

have attended

commUru Incentives

ommunicating innovation is the focus of digital media.

ommUru

herpa Medias plan integrates Nissans use o various social media platorms into the daily lives o MCillennials and encourages constant branded two-way communication. To do this, Sherpa Media introduces

our community guru, the commUru (kom-YU-roo) app.

he commUru app is the ocus o Sherpa Medias campaign and drives all other media. The app builds

volvement between users and their communities by recommending specifc events or the user to

articipate in. The app also gamifes the social interaction process by rewarding users based on how muchey give back to their community.

herpa Media will initiate a sot-launch o the commUru app. Instead o advertising in the frst two weeks

April, we will send out press releases to non-proft service organizations and reach out to prominent MC

oggers to create national awareness o commUru. This will not only gain support o inuential leaders, butelp spread word-o-mouth to service-oriented citizens, namely MC Millennials.

ommUru incorporates the SoLoMo trend by providing users with social,cal and mobile attributes.

ocial: CommUru allows users to search or and invite riends toarticipate in events that help better their community. Through the app,

sers can learn more about specifc happenings in their area and decidehether they want to Be There. This interaction wi ll post to the users

ocial media profles to urther promote each event.

ocal: Using the users location, commUru recommends relevant

ommunity events in the surrounding area. MC Millennials want to

olunteer and make a dierence in the world they live in, and commUruelps by connecting them to the right cause.

obile: Nissan can use commUru to put innovation into the palm o MC

illennials hands. CommUru allows users to upload and share pictures,deos and details while at an event. They are a mobile generation,onstantly interacting and wanting to share their experiences with their

ommunity.

ach event in commUru originates through the use o programs that fnd

d post local social, service and cultural events, such as LOKU API, Find

e Specials API, and Hands On API. Users also have the ability to submiteir own events.



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TwitterAll o our traditional media pushes MCMillennials to our Twitter page. With the

hashtag #Bethere, the Twitter eed streamslive on the Be there website, and on

screens at our promotional events. CommUru

allows Millennials to upload their communityinvolvement, 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 opportunityto contact a Community Guru with

questions and concerns. Sherpa Media

also recommends steadily monitoring thecommUru Twitter account and responding

to every tweet. In addition, promotion othe #Bethere hashtag every day o each

sponsored estival or the duration o the

campaign generates earned media andelectronic word-o-mouth or your brand.

Through this interaction, you can expect

to obtain a 50 percent increase o Twitterollowers or a total o 98,362 during the fscal

year o Sherpa Medias campaign.

acebook

Digital Media ]Digital Media ]

Web BannersThe web banners are a call to action or MCMillennials to get involved. It tells where you

can fnd the app, and creates intrigue or thecampaign. The web banners click through

to the campaign website, where users will

see live streaming Facebook status updatesand Twitter posts rom app users. The web

banners incorporate rich media and flter user-

generated content. The images that appearon the phone will all down the webpage and

others will replace them.

The bulk o Nissans online branding will

occur as a result o second-hand im-

pressions. We will capitalize on the viralpotential o Facebook to increase Nis-

sans brand exposure. User interactionand shared content pushes to Facebook

n three ways: content appears in real-

ime on the Facebook ticker, the usersFacebook wall and in their news eed.

Repeated posting exhibits Nissans localnitiative to a broad spectrum o MCMillennials.

Our Facebook page links to the cam-paign website through live streaming

status updates. CommUru allows userso post their community involvement to

heir Facebook pages, connecting MC

Millennials with community partners.Additionally, point-o-purchase displays

will eature the campaigns Facebook

address.

Facebook is shiting to a Premium ad-

vertising ormat. Ad content now pullsrom a brands Facebook page instead

o utilizing traditional advertising copy.CommUru content generates relevant

advertisements or our target based on

each users interests and community.We expect to increase Facebook ollow-

ers by 50 percent to 1,129,539 Likes

within the year.



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ampaign Website BillboardsWe consider billboards as screens like computers and mobile phones. Accordingly, the outdoor acet ocampaign is completely digital. The billboards communicate our theme and promotes the commUru ap

three stages. The frst billboard eatures a teaser approach with no explanation provided. The only wordbillboard are #Bethere accompanied by a small Nissan logo. This billboards purpose is to grab attent

capture the interest o our audience.

Following the frst display, a download ticker billboard

continuously counts how many downloads commUru

has thus ar. This ticker will incite curiosity about theapp.

The third billboard motivates more MC Millen

to get involved and download the app by disp

user-generated content. The people eatured billboards in this stage are winners rom com

leaderboards.


e campaign website, NissanUsa.com/bethere, is the digital hub o the mobile app eorts. The home pageroduces the app and shows you where to download it. Almost all o our paid media, owned media and IMCorts direct users to the site. The campaign website incorporates Nissans involvement with community partners

e Teach or America and Habitat or Humanity. It also exhibits what app users are doing in their communities by

ving a continuous live eed o Facebook status updates, Twitter hashtags and uploaded photos taken using themmUru app. Site visitors can view user-submitted videos by clicking the videos tab at the top o the page.

e website also has lists o events by location that users and community leaders submit to the app or through

rious social media sites. Point-o-purchase displays at dealerships will also have the website domain advertised.


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Copy: There are over our million miles o road in America. There are even more possibilities to whe

those roads can take you. At Nissan, we have worked hard to build cars or whatever road you cho

We may not know exactly where youre going, and hey, maybe you dont either, but wherever it is,

want to be there.

App copy: To fnd out where you can get involved, check out our Nissan commUru App that shows

everything going on locally within driving distance.

Guy in car using Bluetooth, voice on Bluetooth says I dont think you can handle it. Guy gets out o cadisconnects Bluetooth, wearing biking outft, Whatever man, Im there. Now where are you guys?Cl

100 cyclists, participating in critical mass, pass by him in a stampede.

Shows all our cars on the road. Cars branch o into dierent directions.

Screen ades to show the type, Be there thenBe ades and Innovation or (there) appears,there is then replaced by words ying into

the screen (community, environment, amily,

adventure) and then All appears.

The shot will then zoom out to be a pictureeatured in the Nissan commUru app, whileApp copy is read.

Creative Execution ]

Montage

e campaign kicks o with a branding commercial that eatures a montage o dierent MC Millennials usinge main copy o be there as a continuous theme throughout the commercial. By using popular means o

mmunication and o-the-wall instances, Millennials will be both intrigued and entertained. This montage spotns in the beginning o the campaign, acquiring the expected reach. Once people are amiliar with the spot, the

mpaign continues with TV spots that tell each story depicted in this montage.

ext message reads: Concert tonight at the new c lub, be there. MC Millennial 1 reading the text message as

e throws his briecase into the passenger seat o his Nissan Altima.

work, MCM 3 checks his Twitter eed while transporting fsh at a fsh market. Twitter eed reads: Adventure

the mountains, #be there. As he is checking is eed, the fsh hits him in the ace. He scowls, and says tomsel Im so gonna be there

cebook status reads: Will you be there? MCM 2 checks her Facebook on her phone, then turns to her dogext to her in the ca r and asks You ready boy? Drastic slow motion o dogs lips apping in the wind.



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un: Be There

Shows the cars rom

previous commercial andthen ollows MCM 1 in the

Altima.

Throws dart as attractivegirl walks by.

GPS is shown aseveryone piles into thecar.

Girl persuades guy toskinny dip.

COPY: Lie is made o memories, some more memorable than others. Our innovations

help to make your nights the ones to be remembered, not orgotten. Wherever youre

going, whatever youre doing, [guys VO:Very unny guys. Guys?] We want to be

there.

Arrives at a club.

Hits his riend in the buttwith dart.

At a concert, everyone is

singing and then the musiccuts o and its just one guy

singing. Dead silence.

Friends steal clothesand laugh at Supermanundies.

Uses app to fnd aconcert nearby, clicks

Im there.

Arrives at pool, usesbright headlights in thedark to swim.

Meets up with riends

Shows the cars rom the previouscommercial then ollows the MCM 2 girlin the Versa.

Dog knocks over paint. Paint paw prints on the boards, leadingto car. Back into car. Dogs lips ap.

Millennials are all about adventure. They live or the thrill athe excitement o a mind-blowing experience that will kee

their statuses updated. In this commercial we will appeal

that. It will highlight Nissan innovations such as space, bacameras and GPS, while showing the story o MCM 3 tha

started in the frst spot. His story depicts an adventurous

with riends. The ending will be the same as the other spowith the app eatured.

COPY: Lie holds infnite 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 rom?] We want to be there.

Goes to Habitat or Humanity

construction site. Unloads paint cans.

Community: Be There

Adventure: Be There



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Printll o our print advertisements showcase moments in MC Millennials lives when they are involved in their

ommunities. The text works to connect with the audience and inorm the readers that Nissan creates itsmany innovations specifcally or them, and that Nissan wants to be there, wherever they go.

Radio

ANNCR: With roads steadily winding,gas prices steadily rising and your liesteadily changing, it is important to have a

car that can accommodate every aspect oyour lie. Nissans many innovations takecare o the small things, so you only haveto worry about whats ahead. (PAUSE)Wherever youre going, we want to bethere.

ANNCR: Do you have big plans ortomorrow aternoon? What about toMaybe youre eager to get involved,

you arent sure how to do so. Chanare you may be missing out on somo the great things going on right hein your own community. Check out Nissan commUru app to discover althings you can do that are only a drivaway. (PAUSE) Wherever youre gowe want to be there.

1 2

We want our frst radio spot to portray the message that no matter where lie will take you, Nissan wabe there to help you with its many innovations. In our second spot, we want to highlight the Nissan ap

showcase that it helps fnd events and happenings in local communities.

A hashtag for #Bethere

is included on all print

ads in order to make

Millennials aware of

Nissans campaign.

All of the visuals in

the print ads represent

the community values

of Millennials, as well

as their desire for

adventure and fun.

Sticking with Nissans

slogan Innovation forAll allows simplicity in

order for Millennials to

gain a perception of your

brand.



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ents & IMC 24

Events & IMC Efforts ]

Nissan Lounge

Festivals

College Campuses

The ollowing estival locations will have a Nissan Car Lounge present with the opportunity or attende

utilize the iPads and test drive the app. Sponsorships range rom $20,000 to $100,000.

The Nissan Car Lounge will visit eight colleges in the top 11 DMAs that have a signifcant portion o

multicultural students. Nissan partners with these colleges to encourage guests to explore and downlocommUru. MC Millennials are mostly college educated, and events at these campuses can reach a hig

number o our target.

Students must search or 50 magnets scattered throughout their campus. Five times a day, the frst 10

to snap and tweet a photo o an undiscovered magnet with the #Bethere hashtag will win a $50 vouchgas. Nissan will tweet updates and clues to the locations o the magnets throughout the day. Visiting t

campaign website will activate the vouchers.

Histor ical ly Black Col leges and Universit ies Hispanic Concentrated SchoAsian Concentrated Schools

Spelman College Atlanta, GA.

(student pop. 2,186) Impressions:1,967,400 Morehouse Atlanta, GA (studentpop. 2,891) Impressions: 2,601,900

Howard University WashingtonD.C. (student pop. 10,623) Impressions:3,718,050 Xavier New Orleans, LA (studentpop. 4,121) Impressions: 3,708,900

Columbia New York, NY (student

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

UCLA Los Angeles, CA (s

pop. 40,675) Impressions: 14 Hunter College New Yor(student pop. 20,575) Impres7,201,250

car-themed loungeays a major role in our

MC eorts. This Nissan

ounge will appear ateveral estivals and on

ollege campuses in ourp DMAs.

Events & IM

Festival Location Length Attendees ImpressionA3C Hip Hop Festival Atlanta, GA 3 Days 15,000 95,000

Asian Institute of Texan Cultures San Antonio, TX 1 Day 100,000 630,000

Calle Ocho Miami, FL 3 Days 1,000,000 6,300,000

Coachella Indio, CA 3 Days 105,000 680,000

Essence Music Festival New Orleans, LA 1 Day 422,000 3,400,000

Fiesta San Antonio San Antonio, TX 10 Days 3,500,000 22,000,000

Lunar New Year Parade Houston, TX 2 Days 50,000 315,000

Lunar New Year Parade New York, NY 1 Day 400,000 2,500,000

SXSW - South by Southwest Austin, TX 10 Days 286,000 1,700,000

Ni

ssan

Lou

ngeF

eatures

NissanSwag

Bag

s

Fies

taSanAntonio

Ess

enceMusicFes

tiva

l

Coachella

A3CHip

Ho

p

Festiva

l

Upon entering the Nissan Lounge,people receive Swag Bags

flled with Nissan gear.

Users who tweet or upload pictureswith the hashtag #Bethere have

the chance to win backstagepasses each hour.

SouthbyS

ou

th

wes

t

A

s

ianInstitute ofTexan Cult

ure

s

Calle Ocho

LunarN ew YearP

ara

de

Backstage P

asses

The Nissan Lounge will serve uel such as energy drinks, sot drinks and water.

The lounge will also eature built-in iPads, encouraging guests to interact on thecommUru app and the Nissan campaign website. Guests are able to view

estival perormances and Nissans #Bethere live Twitter eed on televisionscreens. Lounge tables equipped with USB outlets will provide guests

with a chance to relax and charge their mobile phones. Guests can

socialize, reuel, and learn about the commUru app whileenjoying the estival.

hrough an integrated marketing campaign, MC Millennials receive inormation about the commUru app while

oing something they already enjoy. Promoting commUru on-site with Millennials demonstrates Nissansnovations.

38

39

40

41

46

43

44

45

47

42


15/19

Events & IM

Events & IMC Efforts ]New York Taxis of Tomorrow

Point of Purchasephoto booth is available a t all Nissan dealerships in the top 11 DMAs. This booth contains a Nissan bucket

eat and an iPad embedded in a steering wheel. The iPad, preloaded with commUru, helps customersmiliarize with and navigate the app. A camera takes a photo o the customer to superimpose on a Nissan

ehicle and background o their choosing. Customers who upload the photos to Facebook or Twitter receive a

ervice voucher. Visiting the campaign website ater purchasing a new Nissan vehicle will activate this voucher.

MC Millennials will experience the commUru app while riding in a New York City taxi. This will create

ositive word-o-mouth and enhance earned media eorts.

uilding upon Nissans Taxis o Tomorrow initiative, New York City taxis have iPads preloaded with the

ommUru app so users can interact with and explore it. The iPads prompt passengers to log in to theiracebook or Twitter accounts and share their experience by uploading pictures. The campaign website,

issanUSA.com/bethere, automatically uploads each photo to its news eed.

Habitat for Humanity

Teach for America

Nissans partnership with Habitat or Humanitpresents a great opportunity. The Habitat or

Humanity initiatives coincide with those o Ni

in trying to build a better uture.48 However,these eorts seem to go unnoticed. To draw m

attention to this partnership, the campaign we

will highlight news and updates on recent Ha

or Humanity projects. All participation links, sas Get Involved and Donate Now, will rem

The commUru app will also allow users to fndand locations or upcoming projects, providing

opportunity or the user to participate. MC Mivalue companies that actively ser ve the comm

and this existing partnership pushes Nissans

to the oreront o the targets mind.

The Nissan Neighbors initiative supports non-proft

organizations that ocus on education. Education isa top concern or MC Millennials,49 and initiating a

partnership with Teach or America is a great way or

Nissan to connect with the target. Sponsoring 500teachers, at $5,000 per teacher, through a Facebook

initiative will demonstrate Nissans dedication to

educating todays less-ortunate youth. For every 5,000new Likes on Nissans Facebook page, the company

will sponsor two teachers. Not only does this increaseMC Millennial interaction with your Facebook page,

but it also spotlights Nissans eorts to better the

community. An increase o 1.25 million Likes is thedesired outcome o this partnership so that you can

contend with your competitors.

ents & IMC 26


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edia Plan 28 Media Pla

Selecti

We recommend that Nissan advertise in spot TV, Internet, magazines, outdoor and radio. The media mi

or paid media represents 60 percent o the overall $100 million budget. The remaining budget allocatepercent to social media and IMC eorts, 7 percent toward creative production costs, 1 percent or cam

evaluation and 4 percent or a contingency plan.

Internet is the most important medium to reach MC Millennials. Selective targeting ocuses on each et

segment and individual interests. A concentrated Internet approach boosts Nissans earned media expospreading the brands message by word-o-mouth without additional advertising expense. We will blan

the Internet with ads across such sites as Pandora, Google, Facebook, YouTube, hulu.com, movieticket

com and cable TV websites. Because Millennials watch television online, cable TV websites, rather actustations, provide a better outlet or reaching the target. During our weighted advertising months, we ex

approximately 8 million organic impressions through social media and targeted websites.

Spot TV is a better ft to actively target each ethnic group. I t is not only more cost efcient than Netwo

but also targets MC Millennials geographically. Nissan will advertise with 30 second spots on local ABCFOX and CBS afliates. We will advertise in our top 11 DMAs on Sundays and weekdays in the 3 top da

or the weighted months, and in the top 6 DMAs during the lower months.

Internet

Spot TV

Media Mix

Media Selections

30% In

12% Ou10% Ra

10% M

38% Sp

Media Plan ]

he success o this campaign depends on the audience seeing our message. The easiest way to reach them is

bring the message to where they are, using supporting traditional media. Regionality and seasonality objec-ves work with reach and requency objectives to deliver our message to MC Millennials and efciently use

ur budget.

While cars are year-round products, uctuations in salescreate an opportunity or Nissan to use a weighted adver-

tising schedule. This plan reects peak sales months and

the holiday seasons by utilizing a pulsing schedule. Ac-cording to our research, the most signifcant months or

car sales a re March, April and December, with the lowest

sales in January.50 For the commUru app sot launch, wewill delay advertising until mid-April. This allows the app

to establish a presence beore introducing our campaign.

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 eorts

Media Objectives

easonality

3

6

9

12

15

18

A A S O N D J F MM J J

he most eective use o the $100 millionudget targets areas o the country that contain

e largest population o MC Millennials. Using

S Census data and Simmons One View,e determined the best regionality plan. The

outh and West contain the largest population

Asians, Arican Americans and Hispanics,ith a total population o 76.8 million. Although

e Midwest and Northeast have signifcantly

wer populations o these three groups,ew York, Chicago and Washington, DC rank

mong the top DMAs with populations o therget audience. We ound our DMAs through

ombining the research we got rom the

ensus and Simmons OneView.

egionality

1. San Antonio 1.32 M2. Los Angeles 12.19 M

3. Miami 3.11 M4. San Francisco 3.26 M

5. Houston 3.01 M6. New York 9.9 M

7. Dallas 2.57 M8. Chicago 4.31 M

9. Atlanta 1.65 M10. Sacramento .69 M

11. Washington, DC. 2.04 M

1

2

3

4

5

6

7

8

9

10 11


17/19

edia Plan 30 Media Pla

agazines allow or vibrant advertisements. Specifc publications target MC Millennials based on their likes,

obbies and interests. This approach reaches both subscribers and pass-along readers. We will run ull-page,ll-color ads in the top 16 magazine titles, such as Newsweek, Essence, Urban Latino and The Source, or our

rget audience during our higher pulsing months. During our lower pulsing months, we will place ads in the

p 6 magazine titles.

adio is the most eective medium or reaching our target audience in transit. This medium also provides high

each o MC Millennials and allows or Nissan to ocus on the top DMAs, while the message is easily tailoredo local events. We chose radio stations in all 11 o our top DMAs, utilizing primetime dayparts. During the

onths o August and September we added two college radio sta tions, Xavier and UC Berkeley, to support the

MC eorts on college campuses.

Outdoor advertising oers geographic exibility and customization or each DMA. Billboards oer high

requency and 24-hour exposure. We will take advantage o 5 to 10 Clear Channel digital billboards in all o the

op DMAs. At least one screen will show user-generated content rom the app at all times. We will eature theommUru app on 6 additional billboards during the months o June, September, December and March.

Why not use Spanish-language TV? Our primary research shows that most Hispanic Millennials do not

atch Spanish-language programming,51 thereore we have omitted this medium rom our media mix. Nissanould continue to use Spanish-language TV advertisements because Millennials make most big decisions

ith the help o their parents, who do engage in Spanish-language TV.

Magazines

Radio

Outdoor

$10,000

$11,000

$13,000

$14,000

$8,000

$9,000

$6,000

$7,000

$4,000

$5,000

$3,000

$1,000

$2,000

750GRP 750240420560750750325325325750750

Media Flowchart

Our campaign uses a mix o digital and traditional media to reach our target audience, ocusing most e

digital media. The media owchart above shows our media costs across both month and medium, as w

the GRPs or the traditional media we will use. O the $88 million allocated to our paid and owned medmillion goes to digital media and IMC eorts across 12 months.


18/19

aid Mediaarketing Evolutions core service, Return on Marketing Objectives

OMO), will provide continuous and measurable eedback throughout

e campaign or each o our media selections and DMAs. They will shutown our advertisements in certain DMAs and conduct sur veys to see

e eect o our message. We will use $1 million to und this research.

OMO will provide or us:

Measure the results o which medium has the highest impact orpurchase intent and CPM

Reach o MC Millennials

Eectiveness o the campaign message and targets response tobrand positioning

Perception o consumer motivation and purchase habits in relation

to the brand

wned Mediahrough post-testing, we will track Facebook insights, as well as themount o web trafc conducted to our campaign website through other

edia outlets. We will also track the number o Twitter hashtags andearches

arned MediaWe will employ Radian 6 to discover the number o conversations held

cross Internet sites, as well as the sentiment and subject o those

onversations. We will track where those conversations take place, ande share o social voice Nissan acquires.

aluation 32

ReferencSources

Photos

Campaign Evaluation ]OEM

1. US Census Bureau (n.d.). Resident Population by Sex and Age 1980 to 2010. 2012 StatisticalAbstract: Population. Retrieved March 18, 2012, rom http://www.census.gov/compendia/statab/cats/population.html2. (2011, August 10). Does the concept o Tier 1 Luxury have a uture? Retrieved rom http://www.autoperspectives.com3. Snavely, Brent. (2011, December 28). Auto industr y fnishing year with best sales since 2008.Retrieved rom http://content.usatoday.com/communities/driveon/post/2011/12/auto-industry-fnishing-2011-with-best-sales-since-2008/1#.T2JpZcyQ3dk4. (2012, March 1). Whats Moving: U.S. Auto Sales. The Wall Street Journal. Retrieved rom http://online.wsj.com/mdc/public/page/9_3022-autosales.html5. Worlds Ten Largest Auto Markets. Retrieved rom http://www.cnbc.com/id/44481705/World_s_10_Largest_Auto_Markets?slide=106. American Advertising Federation. National Student Advertising Compet ition 2012. Nissan CaseStudy. American Advertising Federation, 2011. Web. 18 January 2012.7. American Advertising Federation. National Student Adverti sing Competition 2012. Nissan CaseStudy. American Advertising Federation, 2011. Web. 18 January 2012.

8. American Advertising Federation. National Student Advertising Compet ition 2012. Nissan CaseStudy. American Advertising Federation, 2011. Web. 18 January 2012.9. Brand Amplitude (n.d.). The Millennial Handbook: A Snapshot Guide to Everything Gen Y. ThoughtLeadership: Millennials. Retrieved January 30, 2012, rom http://www.brandamplitude.com/perspectives/millennials10. Sherpa Media, primary research, January 201211. Immigrant Communities in Action (2007). [Blog Post]. Retrieved February 2, 2012, rom http://http://immigrantcommunitiesinaction.blogspot.com/12. Leung, Esther K. (1997, November 13). Acculturation Gap and Relationship Between First andSecond Generation Chinese-Americans [Abstract]. 1997 Mid-South Educational Research AssociationAnnual Meeting. Retrieved rom http://www.eric.ed.gov/PDFS/ED416290.pd13. Howe, N., & Strauss, W. (2000). Millennials Rising: The Next Great Generation. Random House,Inc.14. Pew Research Center (2010, February). Milennials: A Portrait o Generation Next. RetrievedJanuary 30, 2012, rom http://pewsocialtrends.org/assets/pd/millennials-confdent-connected-open-to-change.pd15. Barkley (2011). American Millennials: Deciphering the Enigma Generation. Retrieved romhttp://blog-barkleyus-com.s3.amazonaws.com/wp-content/uploads/2011/09/BarkleyMillennial-ResearchExecSummary.pd16. (2010, February 23, 2010). First multicultural millennial study released by IMAGES USA, TheFutures Company. Target Market News. Retr ieved rom http://www.targetmarketnews.com/storyid02251002.htm17. Healy, M. (2012, March 16). Millennials just might not be such a speci al bunch ater all. USA Today.Retrieved March 18, 2012, rom http://www.usatoday.com/NEWS/usaedition/2012-03-16-Millennials-altruism-vs-boomers_ST_U.htm18. ImagesUSA. Multicultural Millennials [presentation slides]. Retrieved January 20, 2012, rom http://www.multiculturalmarketing.com19.ComScore, Inc. (2012, January 24). Next-Generation Strategies or Advertising to Millennials.Retrieved January 30, 2012, rom http://www.comscore.com/millennials20. Phillips, C. (2011, July 8). Millennials Want More From a Grocery Store. Millennial Marketing.Retrieved February 2, 2012, rom http://millennialmarketing.com/2011/07/millennials-want-more-rom-a-grocery-store/21. Millennials Are Advocates, Inuencers and Big Shoppers. (2011, May 3). Group Eight China. [BlogPost]. Retrieved February 2, 2012, rom http://groupeightchina.wordpress.com/2011/05/03/millennials-are-advocates-inuencers-and-big-shoppers/22. Euro RSCG Worldwide (2011). Millennial: The Challenger Generation. Prosumer Report, 11.Retrieved rom http://www.prosumer-report.com/blog/wp-content/uploads/2011/04/MGv16no%20crops.pd23.ComScore, Inc. (2012, January 24). Next-Generation Strategies or Advertising to Millennials.Retrieved January 30, 2012, rom http://www.comscore.com/millennials24. Euro RSCG Worldwide (2011). Millennial: The Challenger Generation. Prosumer Report, 11.Retrieved January 30, 2012, rom http://www.prosumer-report.com/blog/wp-content/uploads/2011/04/MGv16no%20crops.pd25. ImagesUSA. Multicultural Millennials [presentation slides]. Retrieved January 20, 2012, rom http://www.multiculturalmarketing.com26. Waldo, A. (2010, May 25). What Gets Gen Y Shopping Carts Rolling?. Ask A Millennial [Blog].

Retrieved January 30, 2012, rom http://askamillennial.blogspot.com/27. Pew Research Center (2010, February). Milennials: A Portrait o Generation Next30, 2012, rom http://pewsocialtrends.org/assets/pd/millennials-confdent-connecpd28. Euro RSCG Worldwide (2011). Millennial: The Challenger Generation. Prosumer Retrieved January 30, 2012, rom http://www.prosumer-report.com/blog/wp-conteMGv16no%20crops.pd29. Bar kley (2011). American Millennial s: Deciphering the Enigma Generation. Rethttp://blog-barkleyus-com.s3.amazonaws.com/wp-content/uploads/2011/09/BarkleyMResearchExecSummary.pd30. Bar kley (2011). American Millennial s: Deciphering the Enigma Generation. Rethttp://blog-barkleyus-com.s3.amazonaws.com/wp-content/uploads/2011/09/BarkleyMResearchExecSummary.pd31. Conversen. (2011, November 15). Nearly two-thirds o Millennials own smartphpost]. Retrieved rom http://blog.conversen.com/2011/channel-delivery-modules/nmillennials-own-smartphones/

32.(2011, September 2). Why Smartphones Are The Millennials New Must-Have. [BRetrieved rom http://www.admissionslab.com/Blog/tabid/64/articleType/ArticleVieWhy_Smartphones_Are_The_Millennials_New_Must-Have.aspx33. Pew Research Center (2010, February). Milennials: A Portrait o Generation NexJanuary 30, 2012, rom http://pewsocialtrends.org/assets/pd/millennials-confdentto-change.pd34. Pew Research Center (2010, February). Milennials: A Portrait o Generation NexJanuary 30, 2012, rom http://pewsocialtrends.org/assets/pd/millennials-confdentto-change.pd35. Euro RSCG Worldwide (2011). Millennial: The Challenger Generation. Prosumer Retrieved rom http://www.prosumer-report.com/blog/wp-content/uploads/2011/04crops.pd36.Yingling , Lauren. (2011, April 1). Technologically Adept. [Blog post]. Retrieved rothemillenniallegacy.com/?page_id=5037. Sherpa Media, primary research, January 201238. Prnewswire (2011, July 4). Over 422,000 Revelers Experienced the ESSENCE MFourth o July Weekend. Retrieved romhttp://www.prnewswire.com/news-releases/over-422000-revelers-experienced-the-esestival-this-ourth-o-july-weekend-124978514.html39. The Crat Shows (2010, November 20). Texas Crat Shows. Retrieved rom httptexas_crat_shows.html40. Fiesta San Antonio. (n.d.). About Fiesta San Antonio. Frequently Asked Questiohttp://www.festa-sa.org/newsroom/requently-asked-questions/41. Greyhill Advisors. (n.d.). 2011 South by Southwest City o Austin Economic ImRetrieved rom http://sxsw.com/fles/2011_sxsw_economic_analysis.pd42. Revolucionario: Vocabador, Nominated or The Innovator Award. (n.d.). The SociaRetrieved rom http://www.thesocialrevolucion.com/?project=revolucionario-vocab43. Billboard.com (2010, April 21). Coachella Festival Sets Attendance Record. Retriwww.billboard.com/events/coachella-estival-sets-attendance-record-1004084058.stocoachella-estival-sets-attendance-record-1004084058.story44. Better Chinatown Society. (n.d). 13th Chinatown Lunar New Year Parade & Festhttp://www.betterchinatown.com/lunar-new-year-parade.php45. LunarNewYearHouston.com (2011, October 10). 2012 Year o the Dragon. Retriwww.lunarnewyearhouston.com46. Chapple, R. (n.d.). Calle Ocho Festival 2012- March in Miami. About.com Miamhttp://miami.about.com/od/artsandentertainment/a/carnaval.htm47. A3C Hip Hop Festival. (n.d). Over 15 Thousand Hip Hop Fans Attended the A3C inrom http://www.a3cestival.com/history/48. Nissan (n.d.). Building a Better Future. Nissan Supports and Partners with HabitRetrieved rom http://www.nissanusa.com/habitat-or-humanity/49. Stone, D. (2011). Education Top Concern or Millennials. The Whitman Institute SNewsletter, p. 6.50. (2011, November). Top 10 Manuacturers by Market Share: November 2011. EdmObserver. Retrieved rom http://www.autoobserver.com/car-data-center/sales-marshare/by-manuacturer-market-share/51. Sherpa Media, primary research, January 2012

Page 2, Picture o Nissan VP - http://4.bp.blogspot.com/-gr7Zzqd_O-U/TkDG-WpmtI/AAAAAAAAAAY/9mwmbbRvDM/s1600/jon_brancheau.jpgPage 24, Fiesta Logo - https://reader009.{domain}/reader009/html5/0502/5ae9954f155a9/5ae9955db89e8.jpgPage 24, Essence Logo - http://dajaz1.com/wp-content/uploads/2012/01/em12logo.pngPage 24, SXSW Logo - http://ueltheuture.adweek.com/wp-content/uploads/2012/03/sxsw-logo.pngPage 24, A3C Logo - http://www.thelavillaproject.com/wp-content/uploads/2011/09/A3C-2011Logo-White.jpgPage 24, Lunar New Year Parade Logo - http://www.panasianartsalliance.org/wp-content/uploads/2011/11/JPG_1239684.jpgPage 24, Calle Ocho Logo - http://img1.whatmetropolis.com/sites/deault/fles/imagecache/675x250/

images_uploaded/thingstodo/3359/carnaval-miami-calle-ocho-estival_banner.jpgPage 24, Asian Institute Logo - http://www.texancultures.com/assets/1/15/MainFCAsian2012Logo.jpg.jpgPage 24, Coachella Logo - http://www.l2pnet.com/sites/deault/fles/imagecache/nCoachellaLogo.jpgPage 26, Main Taxi - http://4.bp.blogspot.com/-ZBRskJTdJRE/TcA-_d8wphI/AAAAANRKmU6E19zY/s1600/NIssan_NV200_NYC-Taxi_01.jpgPage 26, Taxi Front Seat - http://2.bp.blogspot.com/-Przic3bYF0Q/TcA--79II1I/AAAAg2bNQE/s1600/NIssan_NV200_NYC-Taxi_02.jpg

Reference

Share of Social Voice


19/19

Special thanks to:

Curtis Vann and Moran Printing

Dr. Lance Porter

Dr. Anne Osborne

Dr. Yongick Jeong

Final Book (Sherpa Media)

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