Nissan // Creative Brief

Who A MC Millennial Is//

Multicultural (MC) Millennials are individuals 18-29 that are of African American,

Hispanic or Chinese decent. They typically identify with their heritage or country

of origin and assimilate to American life based on how long they’ve been in the

country. They lead a life full of passion. They strongly believe in the importance

of authenticity and expressing themselves. They hold personal relationships and

education to a high priority. They embrace technology as a part of their

everyday life.

What A MC Millennial Thinks//

I know that Nissan is a car manufacturer, but I don’t really know what their

brand represents. As a company, Nissan does not relate to a specific audience;

I find it hard to believe that they will appeal to my specific lifestyle.

What We Want A Millennial To Think//

Nissan is an innovative brand. When looking for a car, I can count on Nissan to

have what I want before I even know that I want it. Nissan incorporates passion

and style with technology that helps make my life easier. I’m confident that my

Nissan will remain relevant as I transition through life.

Compelling Ideas//

Inventive: Show MC Millenials that Nissan isn’t as concerned about its

competitors as it is about challenging itself to give consumers the most up-to-

date technology.

Transitional: Nissan’s products can adapt to every phase of MC Millenials’ lives.

No matter where life takes them, their Nissan is always relevant.

Aware: Nissan is never out of the loop. Whether it’s the ever changing

technology, their culture or the turning points in life, Nissan is interested and

attentive to MC Millennials.

Tone//

Be Educational: Be the first to educate MC Millennials on innovation that will

make their lives easier.

Be Conversational: Create rapport with MC Millenials to assure them that Nissan

understands their needs and is always willing to help.

Be Confident: Convey that Nissan is sure of whom it is across all platforms.

The Big Idea//

Nissan’s innovation is what draws you in, Nissan’s adaptability is what keeps you

driving.