Nissan — NSAC 2012 Case Study
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Transcript of Nissan — NSAC 2012 Case Study
43
With enthusiasm, optimism and tireless
dedication, Creative Harbor met the
challenge of creating a Nissan Integrated
Marketing Communication (IMC) program
directed toward African-Americans, Chinese-
Americans and Hispanic-Americans between
the ages of eighteen and twenty-nine.
We believe we have found the spot where
the interests and values of our target market
intersect with the image and benefits of the
Nissan brand.
Almost every car company calls itself
innovative. Not surprising, then, that our
research shows the word “innovation”
doesn’t strongly resonate with our target. We
set out to make Nissan Innovation meaningful
to the multicultural Millennial – and, in doing
so, establish a distinct brand position for
Nissan in the minds of that audience.
We meticulously broke down, tested and
came to understand the MC’s connection
with the word “innovation.” The results of this
effort were some key insights that helped us
give the word a new, identifiable meaning.
CONTENTSEXECUTIVE SUM
MARY
Our objective is to help Nissan build
awareness and lasting favorability among
African-American, Hispanic-American
and Chinese-American consumers in the
United States. The campaign focuses on
the Nissan Innovation theme and ultimately
leads to increased market share across this
multicultural target.
OBJECTIVE
RESEARCHSecondary ResearchQuantitative SurveyIn-Depth InterviewsFocus GroupsProjective TechniquesField ResearchVals 2Swot AnalysisKey Insights
579101010111112
34
13
5
STRATEGY
AFTERWORD & CREDITS
EXECUTIVE SUMMARY
3131
29
Media ScheduleBudget
MEDIA & BUDGET
33TESTING AND EVALUATION
151718192325262727
15
BroadcastPrintOutdoorDigitalSocial MediaPublic RelationsPhilanthropyDirect MailPoint-of-Purchase
CREATIVE
Alberto Pamares, Getty Images
65
For the MC Millennials authenticity is key. Au-
thenticity is about being yourself, being real,
and doing it in a unique way. It is also a sense
of cultural acknowledgement and staying true
to that identity. This group leads with their
passion and they want to live their passion
and pursue it in education and career.
In order to better understand our target
market, we conducted extensive qualitative
and quantitative research. Secondary
research related to multiculturals and Nissan,
led to the development of questions for our
consumer survey. We conducted one-on-one
interviews, focus groups, projective testing
In order to be effective, advertising must
not only be seen and heard by consumers,
but also pique their interest. Generally,
consumers believe the following makes a
good advertisement:
Informs them of something important/
Doesn’t insult their intelligence (45%).
Makes them think (38%).
Makes them laugh (37%).6
SECONDARY RESEARCH
ETHNIC MARKET SEGMENTS
CASE STUDY
PERCEPTION OF GOOD ADVERTISING
Grew to more than 50 million (Latinos),
up 46.3% since 2000.1
Include 14 million Hispanic Millennials in
the U.S., with 15.6% born in the U.S.
Bilingual
Are completely plugged in digitally.
Are highly engaged with digital
and social content—consistently
downloading videos or music, publishing
blogs or creating websites.
Digital information influences the
majority of Hispanic purchasing
decisions. 2
Navigate both English and Spanish-
language media (especially Millennials).
More likely to rely on friends and family
as sources for information effecting a car
purchase.
Asian-Americans
Have 1.6 vehicles per household
compared to 1.9 vehicles for the average
U.S. household.
Spend more on their homes—median
value of homes owned by Asians is
double the median value reported for
the typical U.S. homeowner.
Enjoy adding customized car lights and
reflectors to cars.
Believe tradition is important but they
also enjoy hip–hop and surf–wear.
Intermix tradition and fashion trends-
Kimonos with Converse.
Purchase handheld electronics and
cellphones more often than the general
population.
Go online more often than Caucasians.
Get news from the internet more often
than the general population (34%–21%).
Population of 40 million and spent
almost 1 trillion in 2010.3
Tend to be trendsetters.
Often go for a drive by themselves for a
sense of freedom. 4
Increasingly affluent, but 17% of AA
households account for 45% of AA
purchasing power.
Tend to be more affluent if they are
young, single females.
Enjoy personalizing their vehicles to
reflect their individual tastes.
Use smartphones twice as much as
Caucasians.5
Watch more primetime TV than
Hispanics or Asians.
Look forward to technological advances
in new vehicles.
Seek out vehicles with bold innovative
designs that stand apart from others on
the road.
Believe their vehicle says a lot about
them.
Plan to buy vehicles that best meets
their needs no matter which company or
country produces it.
African-Americans
useful (70%).
RESEARCHRESEARCH
and field research at a Nissan dealership that
revealed how MC Millennials feel about car
buying, driving and advertising. Perceived
barriers are ever–present in multicultural’s
lives. Language and stereotypes—emotional
or societal—are hurdles this demographic
must overcome, just as their parents did.
Hispanic-Americans
RESE
ARCH
Andres Valdaliso Martinez, Getty Images Lane Oateyl, Getty Images
1PewResearchCenter Publications “Hispanic Media: Faring Better than the
Mainstream Media” August 29, 2011.2 Media Daily News “Advertisers Miss Key Targets in Hispanic Market” by
Steve McClellan Octover 17, 2011.3Experian “Profile of African American Consumers” February 01, 2010. 4The African-American Market in the U.S., 8th Edition Feb 1, 20105Marketing Charts.com “African-American Smartphone Penetration Higher”
September 27, 2011
87
FINDINGS
No significant differences in multicultural Millennials’ perception of Nissan vs. competitors.
RESEARCHRESEARCH
What do multicultural Milennials think about cars and driving?
How do multicultural Millinneals perceive Nissan vs. the competition?
How do multicultural Millennials purchase a car?
52%
46%
24%
49%
15%
94%
13%
47%
76%
55%
Want their car to reflect who
they are or want to be.
Say price is most important.
Say driving makes them feel
“in control” or “empowered.”
Spend 1-3 month researching
a car before purchase.
Say driving makes them feel
“free”.
Visit at least two dealerships.
Say driving makes them feel
“relaxed”.
Would most like to have their
father with them.
Say they do not value advice more
from someone of the same ethnicity.
Would prefer to pay for a car in full (vs.
29% financing, 15% lease).
FREEDOM
CONTROL
RELAXED
POWERFUL
COMFORT
QUANTITATIVE SURVEY
Surveyed 753 Millennials.
Included respondents from 36 states
Respondents included 511 MC’s.
32% Hispanic–American
30% African–American
7% Chinese–American
We found five hotspots with high
concentrations of MC Millennials in the
following cities:
New York, NY
San Antonio, TX
Los Angeles, CA
Chicago, IL
Miami / Ft. Lauderdale, FL
Juice Images, Getty Images
Tanya Constantine, Getty Images
109
FOCUS GROUPS PROJECTIVE TECHNIQUES
RESEARCH
Consider their father’s opinion in car–
buying, the one they trust most.
Value the opinion of a friend more when it
comes to style.
Differ by gender in terms of how they
prefer to visit a dealership—women prefer
to bring a friend, while men would rather
go alone.
Consider the music and visual very
important in TV commercials .
Creative Harbor conducted two focus groups
with a total of fifteen MC Millennials. We
learned that members of our target market:
We interviewed 17 multicultural Millennials
intercepted on the street. Each candidate
was shown a set of six similar vehicles
from Nissan and its key competitors:
Toyota, Honda, Ford, Chevy and Hyundai.
All vehicle decals had been removed and
cars were presented in the same color to
avoid prejudice.
Interviewees were then asked to choose
their favorite based on aesthetics alone.
Their responses indicated to us that they:
Notice no significant difference between
the appearance of Nissan and other cars
in a similar category.
Are heavily influenced in their responses
about a car based on the way it is
photographed.
Perceive “stylish” as futuristic, modern
and shiny.
Believe driving makes them feel free,
powerful, relaxed and independent.
RESEARCH
IN-DEPTH INTERVIEWS
Twenty-two interviews with MC Millennials
yielded the following information:
Gain something they can take pride in
when they own a car.
Value a car’s ability to take them from
point A to point B in the safest way.
See themselves as unique individuals but
don’t see car commercials targeting them
that way.
Are not afraid to be different and want to
stay true to themselves.
Want to create their own style—and avoid
trying to be trendy.
View functionality as more important than
style.
See the relative perceived value of Nissan
improving, especially with all of the Toyota
recalls and the fact that “everyone and
their mom has a Honda.”
Consider customer service very important
and shy away from a brand if they’ve had a
bad experience with it at a dealership.
I think a car is a really important purchase that people know they will use everyday, so they want to pick something they want to represent them.
““
-Victoria Chen Yun Spriggs
Frown down on ethnic stereotypes and see
themselves as different from MC’s of older
generations.
Buy a car for the person they want to be
rather than the person they are now.
Prefer to buy a timeless classic, because
they want a car they will keep for a while.
Want to be involved with the brand rather
than being “sold to”.
Believe that a fun, entertaining game or
promotional event can bring their attention
to a brand more than traditional advertising.
I’m not really a trendy person, so I prefer to create my own style, so having a car that is really different from all the other ones in those categories with what everyone else has, really suits my personality a little bit more.
-Darius Chew
““
1211
VALS 2
MC Millennials responding to our VALS 2
survey primarily fit into three consumer
segments:
45% are Experiencers: Motivated through
self-expression.
25% are Innovators: Successful,
sophisticated, take-charge people.
15% are Strivers: Trendy and fun-loving.
FIELD RESEARCH: NISSAN DEALERSHIP
A visit to Vaden Nissan in Savannah, Georgia
included an interview with New Car Sales
Director, Mike Simard, who told us:
Everyone, regardless of age, wants a
good deal, a good price.
Lifestyle is the most important factor in
determining which car they buy.
The diversity within the Nissan line
means they can always find a model that
suits their lifestyle.
Consumers in their 20s are most likely to
purchase the Versa.
The percentage of Vaden Nissan
customers who are MC Millennials
is greater than the percentage of MC
Millennials in the surrounding area.
SWOT ANALYSIS
S
O T
W
ST
RE
NG
TH
S
TH
RE
AT
S
OP
PU
RT
UN
ITIE
S
WE
AK
NE
SS
ES
•No distinct brand image or
association like Volvo (safety), BMW
(driving) or Mercedes (luxury).
• Trails several competitors in
consumer perception of price-value
ratio, engineering, style and fuel
efficiency.
•Difficult to make Nissan
Innovation stand apart when
other car companies are using
the word in their advertising.
•Chinese-American market
composition is lower for Nissan
than for it is for non-luxury
brands in general.
•Neither Toyota, Honda or Hyundai
have a distinct brand voice.
•No key competitor enjoys a
clear-cut advantage in consumer
perception of price-value ratio,
engineering, style, and fuel
efficiency.
•No automaker’s advertising
resonates strongly with
multiculturals.
•Dealerships can create a
more comfortable, relaxed
environment to attract the
target.
• The term “innovation” will not
be effective for a brand unless the
term is given distinctive meaning.
•Hyundai, Ford, and Chevy gaining
more market share among MCs.
• The “Buy American” concept is
gaining popularity.
•“Green” cars appeal to a
younger demographic.
•MC share saw a greater
decline in share during 2008-10
than non-MC share.
•Increased MC market share while Toyota and Honda market share decreased.
•MC share exceeds Nissan’s non-MC and total market shares.
•MC share exceeds total non-luxury share for each ethnic segment in 2010, resulting in higher total MC composition than non-luxury competitors.
•MC consumers prefer Japanese vehicles.
•Larger selection of models than most competitors enhances appeal to niche MC markets.
•Heisman and College Football sponsorships bring high exposure to African-American and Hispanic audiences.
RESEARCH KEY INSIGHTS
KEY INSIGHTS
The term “innovation” is bankrupt with overuse by advertisers. (see below)
Everyone is talking innovation.
Nissan needs to make “innovation” meaningful to MC’s.
MC Millennials embrace their heritage but do not want to be defined by it.
Nissan needs a clear brand voice.1
1413 STRATEGY
To differentiate Nissan from its key
competitors, we must first differentiate
Nissan Innovation and give it a meaning that
will resonate with multicultural Millennials.
Millennials are at the age where significant
life changes take place. A first job, a college
graduation, personal independence — each
milestone requires overcoming personal
barriers. However, for MCs, the barriers can
seem more formidable.
Through their family histories, young MCs
are no strangers to social change and the
importance of standing up to forces that
attempt to hold them back. Barriers—real or
perceived—are ever present in their lives.
Language and stereotypes are hurdles this
demographic must overcome, and they are.
RESONANCE WITH MCS
VISUAL SYMBOLS: A box that opens to represent the barriers to innovation that are falling away for MC Millennials.
NOT REBELS, BUT INDIVIDUALS
INNOVATION REIMAGINED
COMMUNICATIONS OBJECTIVE: Create a distinct brand voice by distinguishing Nissan Innovation from all other innovation.
CREATIVE STRATEGY: Establish an identity built on a culture of self-expression as a means to overcome the barriers to achieving innovation for Nissan and its customers.
BIG IDEA: The barriers to a better world — and a better life — fall away with innovative thinking.
THEME: INNOVATION WITHOUT BARRIERS.
Multiculturals are demonstrating the
ingenuity and innovative thinking to overcome
the barriers. Our research reveals that MC
Millennials are constantly looking to express
themselves and embrace change. They
respect ethnicity’s importance as a part
of their lives— but they do not want to be
defined by it.
Our campaign shows that Nissan
understands that the “barriers” holding MCs
back are highly surmountable or no longer
there. Nissan endorses the target’s desire to
change, invent and create without limits—
because Nissan is doing the same.
Every car company today claims to be
“innovative,” but offers no distinctive spin on
the word. Our theme—Innovation Without
Barriers — eliminates that “buzzword
mentality” by defining Nissan Innovation as
well as the source of its creation. Innovation
Without Barriers suggests that the mindset
of living without barriers is the origin — the
very essence — of innovation, whether that
innovation takes place in a Nissan plant or an
individual’s life.
Innovation Without Barriers tells multicultural
Millennials nothing is holding them back in
their quest for success and self-expression.
It demonstrates that Nissan is the brand they
can trust to help them enjoy a future that
brings them the freedom, power, control,
comfort, and relaxation they seek in their
cars—and in their lives.
As an evocative image, Innovation Without
Barriers, repeatedly uses a box to represent
the barriers that keep MC Millennials from
being free or achieving their goals. In each
use of the box, the walls fall down easily as
a symbol for how these barriers do not exist
or are quickly escaped. This image will assist
with creating visual continuity between each
part of our communication.
STRATEGY
STRA
TEGY
Paul Bradbury, Getty Images
1615 BROADCAST
4
CREA
TIVE
Two TV commercials launch Innovation
Without Barriers and set the tone for the
Integrated Marketing Communication.
Although the second spot is a continuation
of the first, each one is self-contained and
can be appreciated on its own merits.
During these commercials, a Nissan appears
to be driving down the road, only to emerge
trapped within the boundaries of a box with
the illusion of the road on a video screen. The
first commercial ends with the Nissan—and
its five passengers—escaping the box. Spot
#2 picks up where #1 left off. The Nissan
from the 1st spot then carries them to a place
where they are free to release all inhibitions
and express their individuality.
The commercials symbolically express our
target market’s feeling that they live in an
illusion of entrapment, held back by everyday
problems and barriers that keep them from
doing and becoming what they want to do
or be. By understanding what they feel is
trapping them, they come to realize that
they have the power to break free. Barriers
that seem impassable oftentimes exist
only in the target’s imagination and were
never true barriers after all. As the vehicle
of our characters’ escape, Nissan becomes
identified in the target’s mind as a catalyst for
positive life changes.
BROADCAST
“OUT OF THE BOX” :30 TV
“NO LIMITS PARTY” :60 TV
CAR NOW SITS IN A BOX; 4 DRABLY DRESSED MC’S GET OUT AND ONE FEELS WALL.
MCS GET BACK IN CAR AND TURN ON HEADLIGHTS. LIGHT SHINES ON WALL.
WALLS FALL DOWN; CAR DRIVES OFF INTO SCENERY; SUPER THEME AND LOGO.
NISSAN ALTIMA MOVES DOWN HIGHWAY; HEADLIGHTS ILLUMINATE HIGHWAY
1 22
43
CONTINUATION OF FINAL SCENE FROM :30 SPOT, WITH CAR DRIVING OFF.
CLOSEUP AS MCS IN CAR CHANGE FROM BORING CLOTHES TO EXCITING.
CAR PULLS UP IN FRONT OF CLUB; 5 MCS, NOW DRESSED UP, JOIN DANCERS.
THE WALLS OF THE CLUB DISAPPEAR ONLY TO REVEAL THAT THE PARTY IS OUTSIDE; HUGE CROWD, NISSAN IN FOREGROUND; SUPER THEME AND LOGO.
1 2
3
CREATIVE
If they portrayed a kind of message or
showed the type of people I could see
myself being, I would go with that.
-Francesca Carney
““
1817 1413 PRINT & OUTDOOR
OUTDOOR
The print campaign consists of a series
of five single-page inserts featuring an
image of a closed box on a removable
tab. Five headlines state that an
important figure in the reader’s life says
that, “You won’t pull this off.” The double
entendre suggests that the readers won’t
physically pull off the tab of paper—and
figuratively won’t pull off a challenge in
their lives.
When the tab is removed, each ad
depicts a road and landscape from the
five target markets. Nissan tells the
readers to not let the important figure
dictate how to live their lives. The five
ads draw upon the five ways that MC
Millennials say driving makes them feel:
in control, free, comfortable, relaxed and
powerful.
On the reverse side of the ad, each of
the five featured models is shown driving
away into the landscape. The headline
explains how a feature of each model
will help the reader regain their freedom,
control, relaxed, power and comfort.
While the print campaign does not make
direct references to multiculturals, the
media placement as well as the copy
resonates with MC Millennials. The
campaign gives Nissan a strong voice of
freedom that will connect with our target
market on a deeper level.
(Single–page versions of these ads, without
the insert, are also part of the print campaign.)
Outdoor supports the Innovation Without
Barriers brand positioning.
THEY SAYYOU WON’TPULL IT OFF
don’t give them
THAT POWER
THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,
YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
THEY SAYYOU WON’TPULL IT OFF
don’t give them
THAT POWER
THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,
YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
THEY SAYYOU WON’TPULL IT OFF
don’t give them
THAT POWER
THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,
YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
YOUR BOSS SAYS
YOU WON’TPULL IT OFF
Don’t let the stress from work keep you from relaxing
don’t let your bossDECIDE WHERE YOU WORK BEST
THE NEW 2014 ROGUEINTRODUCING with quiet continuous variable transmission
YOU’LL BE ABLE TO A RELAX, WORK OR RECHARGE WHEREVER YOU WANT
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
YOUR FRIENDS SAY
YOU WON’TPULL IT OFF
don’t let your friends
INVADE YOUR SPACE
THE NEW 2014 VERSAINTRODUCING with class-leading leg room
YOU’LL HAVE THE SPACE TO STRETCH COMFORTABLY
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
STATISTICS SAY
YOU WON’TPULL IT OFF
THE NEW 2014 ALTIMAINTRODUCING
don’t let statisticsCONTROL WHAT YOU DO
with break override technology
YOU’LL HAVE ALL THE CONTROL WHENEVER YOU NEED IT
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
YOUR PARENTS SAY
YOU WON’TPULL IT OFF
Don’t let your parents ruin your freedom
THE NEW 2014 SENTRAINTRODUCING with 27 city mpg
YOU’LL HAVE THE FREEDOM TO GO AS FAR AS YOU CAN
don’t let your parents
RUIN YOUR FREEDOM
I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T
2. INSIDE 3. BACK1. PEEL OFF
CREATIVE
Chicago Flash Parker, Jodie Griggs, Coto Elizondo, Landscape images courtesy of Getty Images
2019
Powered by
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We are winners
PAREEN NINGUNMOMENTO
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CREATIVE DIGITAL
DIGITAL
Digital is the MC Millennial’s domain. They
like to log in daily to Facebook and connect
with brands they feel loyal to through
multiple channels, especially if there is
an incentive to do so. Digitally, Innovation
Without Barriers engages MCs via mobile
applications, a YouTube takeover, social media
pages and rebranded games.
To offer Nissan consumers mobile
entertainment, Nissan will partner with
the game developer POLYTRON to create
a Nissan branded content version of
the Xbox LIVE and video game Fez. This
game will be ported for iOS and Android
devices. This game encompasses the
Innovation Without Barriers theme with its
innovative game play using perspective to
overcome obstacles. Fez is the winner of
five independent game festival awards.
Nissan is there to help MC Millennials
cross barriers in comfort and style.
Therefore, we developed the Dashboard
Without Barriers: a mobile application
to provide all Nissan drivers hands–
free access to technology. The voice-
commanded dashboard, developed to be
compatible with iOS and Android devices,
utilizes Dragon Dictation to provide a
streamlined interface.
DASHBOARD WITHOUT BARRIERS
MICROSITE: SOCIAL MEDIA
BRANDED CONTENT GAME: FEZ
Voice–commanded text messaging
GPS map with auditory turn-by-turn
directions to points of interest.
Voice-commanded Pandora and
existing music files.
Word Lens application: translates
signs in foreign languages to English
instantly via a smartphone camera.
Internet connection not required.**
The first five-hundred people to download the app will receive a car dock courtesy of Nissan.
Features include:
Following the video, the site selects a Nissan
model based on the users “likes,” and a page
explains how this model’s style and features
will help them to break more barriers in the
future. The results can be liked, tweeted and
posted to Facebook. The user can also see
other Nissan models by clicking a link that
directs them to nissanusa.com.
Using Facebook, the Innovation Without
Barriers viral microsite will create a video
story from a user’s photos, likes and profile
information. This interactive component:
Acts as inspiration to the logged in
user, reviewing their life and how they
have broken barriers through the social
network.
Shows where the user has been and
where they are going.
Includes a loading screen that features a
manifesto, encouraging users to be free.
Jupiter Images, Getty Images
2221 CREATIVE DIGITAL
YOUTUBE TAKEOVER AND BANNERS
Takeover of YouTube Nissan channel
features video that mimics the :30
commercial in which walls fall down and
the Nissan Altima is released. Web banner
ads appear on websites that are a popular
source for MC Millennials.
SOCIAL MEDIA
1
3
5 6
4
2
Nissan’s social media pages, including
Facebook, Twitter and Google+, will be revised
to reflect the Nissan voice found through
Innovation Without Barriers. These sites will be
used to promote other facets of the campaign,
such as Dealership Without Barriers and the
Jobs Without Barriers microsite.
ESPNPeopleGoogle
Facebook Google + Twitter
Banner Ad
Banner Ad
CNN Essence YahooLinkedin
YouTube
Cosmo
YahooMapQuest
Scott Quinn Photography, Getty Images
2423 CREATIVE
PUBLIC RELATIONS
Our goals in PR marketing are twofold. First,
convince consumers that the Innovation
Without Barriers theme is more than just
words — it’s actions. Second, generate
buzz that reaches a broader audience and
is newsworthy, essentially providing free
advertising.
Enhancing the visitor’s experience at the
Showroom without Barriers is an interactive
station that hosts a 40-inch Samsung SUR40
table equipped with the latest technology,
Microsoft Surface Platform. This technology
supports more than 50 simultaneous
inputs, insuring plenty of opportunities for
interaction.
The interactive station provides the following
engaging experiences:
The five markets where the Showroom
Without Barriers appears are our five
hotspots with high concentrations of
multicultural Millennials: New York City,
Chicago, San Antonio, Miami and San Diego.
This event redefines the dealership in a
way that appeals to the independence of
Millennials — it brings freedom and fun to the
showroom experience, heightened credibility
to the Innovation Without Barriers theme and
a distinctive brand voice to Nissan.
This alternative showroom brings the Nissan
dealership to the consumer, breaking free
of convention and injecting new life into the
typical car dealership experience. To reinforce
our theme, the showroom takes the form
of a large box, presented to the public in an
unlikely place. One week before the “box
opening,” a digital countdown begins on an
LED screen, acting as a guerilla marketing
technique that builds buzz and anticipation.
No ordinary box
SHOWROOM WITHOUT BARRIERS
MICROSOFT SURFACE PLATFORM
Walls constructed of glass.
One-way vision film covers glass on the
outside, making it impossible to see the
inside of the showroom.
Once inside, the walls seemingly
“disappear,” so it literally becomes a
Showroom Without Barriers.
Sleek, sophisticated, futuristic — with
interactive capabilities
Five core models (Altima, Sentra, Versa,
Rogue, Pathfinder) are displayed on the
pedestals within the showroom.
Five iPads are stationed on stands, one
alongside each car iPads link to projection
mapping technology that lets visitors
change the car’s color and reveal its
interior structure.
Visitors also use iPads to access more
information about each core model,
browse testimonials, and register for test
drives at an authorized dealership.
Nearfield communication is used to
connect with user mobile devices for
easy access to social media.
A four-player racing game that lets
visitors compete with each other for top
scores.
“Road Without Barriers” allows users
to select their Nissan and road for an
interactive experience.
Application for visitors to create a road
trip and share traveling experiences.
1
2
3
4
5
PUBLIC RELATIONS
No ordinary showroom
2625 PHILANTHROPYCREATIVE
PARTNERSHIP TO OVERCOME BARRIERS
ADVENTURE TEAM CHALLENGE
Nissan Innovation Without Barriers will
partner with the not-for-profit organization
No Barriers USA. A partner of the 501c3
organization Global Explorers, No Barriers
USA empowers modern-day explorers to
better understand the infinite potential
that lies within themselves while providing
innovative experiences that help people climb
higher, dig deeper and go further in their
life journeys. Every two years, they sponsor
the “No Barriers Summit” geared primarily
toward people living with physical challenges
and providing them with unique opportunities
to interact with the world’s most innovative
and ground-breaking assistive equipment
and technology. The partner company Global
Explorers, assists students with breaking
down the barriers between countries and
becoming global leaders.
Nissan will sponsor an annual “Adventure
Team Challenge” in which teams of five
participants — two of whom must be
physically handicapped — work together
to overcome multiple physical and mental
barriers in a competition format. While
building camaraderie, the challenge gives
people the inspiration to achieve and live
the “No Barriers” mindset. Proceeds from
fundraising associated with the competition
will benefit No Barriers USA and No Barriers
University , which provides year-round,
country-wide education on techniques,
technologies and ideas people use to assist
individuals with challenges.
PHILANTHROPY
JOBS WITHOUT BARRIERS
In this nationwide competition, users blog
about how they used innovative thinking to
overcome a barrier in their lives. Visitors to
the blog (linked to a Nissan microsite) vote
for their favorite. After a consecutive three
months, Nissan awards a job to the person
with the most votes.
Over a six-month period, the winner has the
opportunity to try out positions within various
areas of the company: sales, marketing
engineering, production, and finance. Each
week, a video uploaded to the microsite,
Twitter feed and Facebook feeds lets viewers
keep tabs on the winner’s progress
Jobs Without Barriers lets viewers see
Nissan at work and become acquainted with
the variety of people and experiences within
the company. At the end of the six months,
Nissan decides where the worker’s skills will
be most useful and offers them a permanent
position.
2827 CREATIVE DIRECT MARKETING
TABLETS
AUGMENTED REALITY BROCHURE
Our direct marketing pieces follow the theme
of breaking down barriers and use non-
traditional mailers to capture the attention
of our target market. The first direct-mail
piece goes out during the period our print
campaign runs, supporting the manifesto
Our research told us that multiculturals
trust word-of-mouth more than traditional
advertising. Based on this insight, each
Nissan dealership is equipped with tablets
mounted next to each core model reeling
a live feed of testimonials from previous
satisfied buyers.
Mounted tablets will be removable from
each stand and used by salesmen to
facilitate sales. The tablets will have front-
facing cameras to include important family
members that MCs couldn’t have present
at the dealership, eliminating distance as
a barrier. Because our target values the
DIRECT MAIL
POINT-OF-PURCHASEWe eliminated the clutter of the traditional
car brochures found in dealerships by
implementing augmented reality and the use
of Goldrun technology. Buyers can take away
the new brochures and use their smartphone
to learn more about the make and model of
the vehicle they’re most interested in buying.
Augmented reality allows them to gain
more information in a more interactive and
innovative way.
2014 Core Model Brochure
AltimaSentraRogueVersaPathfinder
INNOVATION WITHOUT BARRIERS
laid out in the copy. The second direct-mail
piece will be sent strictly to the multiculturals
based off demographics gathered through
E-tech, the Ethnic Segmentation of American
Households mailing list.
opinions of family and friends to help them
with the buying process, MCs can upload a
picture of themselves through their social
media outlets and show others how look in
their new car.
In addition, users can view testimonials of
previous buyers of each model. These tablets
also incorporate some of the features found
in the Dashboard Without Barriers app.
3029
MED
IA &
BUD
GET STRATEGY
Taking into account the propensity of multicultural
Millennials to be tech-savvy multi-taskers, we
developed our communication to interact with
the target market via both traditional and non-
traditional media.
Media selections are based on both impressions
with Millennials and MC Millennials. Although
selecting multicultural media outlets is still
important, that importance is decreasing among
younger generations and more Millennials
are frequenting websites and reading similar
magazines regardless of ethnic background. Our
plan therefore focuses on both targeted and mass
media, and designates specific markets with high
concentrations of new car buying multicultural
Millennials. We isolated five such markets: New
York, NY; Miami, FL; San Antonio, TX; Chicago, IL;
and Los Angeles, CA.
These Direct Marketing Areas (DMAs) receive
special attention — and extended reach — in our
media plan.
Our campaign schedule uses a pulsing format
with broadcast introducing MC Millennials to the
Innovation Without Barriers IMC program. Media
vehicles were selected, on a reach and frequency
basis, in regards to their popularity with MC
Millennials. All aspects of our media plan directly
align with the interests of the target market and
are positioned in such a way as to ensure constant
and complete exposure during the IMC program.
Finally, we strategically scheduled multiple
components of our IMC program to run
concurrent with the three peak car-buying months
(March, July and December) based off reports
gathered from Ad-Ology.
MEDIA PLANBUDGET
BROADCAST
Kicks off with spot placement of the :30 in
the five target areas.
Achieves national placement in May during
shows popular with Millennials according to
Nielsen Ratings on each major network: How
I Met Your Mother, The Voice, CSI, The Office
and Parks and Recreation.
National showing during peak car-buying
months (July, December and March) during
three major shows: Big Bang Theory,
Modern Family and Family Guy.
Runs :30 spot from September to the
second week of January, during major
College Football games, in order to continue
Nissan’s sponsorship with the NCAA and the
Heisman.
Showing during peak car-buying months
on Hispanic Television shows: Abismo De
Passion, Que No Padia Amar, Famila Con
Suerte 2 to appeal to Hispanic Millennials.
MICROSITE
SOCIAL MEDIA & YOUTUBE TAKEOVER
HULU VIDEO ADVERTISEMENT
BANNER ADS AND DIGITAL RADIO SPOT
OUT-OF-HOME
PUBLIC RELATIONS
DIRECT MAIL
w
Runs in magazines with high readership among
Millennials: People, Sports Illustrated and
Cosmopolitan.
Runs during special issues of these publications
People
Oscars Issue— April
Best of Issue—December
Sports Illustrated
Summer Double Issue—July
Swimsuit Edition— February
Cosmopolitan
Beach Beauty Issue—July
Cosmo Astrologer—January
Runs during peak car–buying months
in multicultural magazine selections:
People enEspanol (Hispanic-American),
Essence (African-American), and Hyphen
(Asian-American).
Runs during peak car-buying months in Wired,
a publication especially popular with MC
Millennials.
Runs consistently in the New York Times
newspaper based on survey results naming
this the top-read newspaper.
Purchases of all available media space at
20 shopping malls chosen within the five
key markets during non-peak car-buying
months.
Targeted bulletin boards run during the
month before peak car-buying months.
Times Square and additional bulletin
boards placed during peak car-buying
months to increase impressions.
Showroom Without Barriers travels
across the country, hitting each of the
five DMAs: New York and Chicago in
July, San Antonio in December, and Los
Angeles and Miami in March. These
times overlap with peak car-buying
periods, occurring one time in each city.
Microsoft Surface interactive station
is featured at each Showroom Without
Barriers event.
Jobs Without Barriers microsite is
launched at the start of the IMC program
for one month. Three-month internship
placement begins in September.
Mailed invitations delivered to selected
residents in the five key markets to host the
Showroom Without Barriers.
Mailed dashboard phone holders delivered
to the first 500 people to download the
Digital Dashboard phone application.
Launched at beginning of the IMC program
and runs continuously to gain impressions
through word-of-mouth and “shares” on
social-media sites.
Runs continuously through the IMC program,
Nissan social sites: (Twitter, Facebook
Google+, and YouTube} are resurfaced to
reflect the Innovation Without Barriers theme.
Nissan’s YouTube channel is taken over
by an Innovation Without Barriers motion
advertisement to run during the entire IMC
program.
Runs concurrent with peak car-buying months:
July, December and March.
Give viewers the option to watch the :30 or :60
commercial spot.
Banner Ads displayed during all non-peak car-
buying months.
Digital Radio Spots run on Pandora, Spotify
and Grooveshark during all non-peak car-buying
months.
For websites that allow rich media content, the
:60 spot is embedded for easy viewing.
3231 MEDIA MEDIA PLAN
Months Apr
il
May
June
July
Aug
ust
Sep
tem
ber
Oct
ober
Nov
embe
r
Dec
embe
r
Janu
ary
Febu
ary
Mar
ch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Insertions Impressions Totals
National TVBig Bang Theory 13 209,690,000 1,586,784.00$
Modern Family 13 137,800,000 1,995,104.00$ Family Guy 13 99,125,000 2,119,296.00$
College Football 13 77,948,000 3,408,000.00$ How I Met Your Mother 14 156,800,000 1,350,632.00$
The Voice 14 78,000,000 464,010.00$ CSI 14 163,800,000 1,082,800.00$
The Office 14 68,264,000 536,520.00$ Parks and Recreation 14 64,512,000 935,064.00$
Spot Cable TVNew York City, NY 351 2,403,304,800 4,089,405.60$
Chicago, IL 351 1,115,462,400 1,809,133.20$ San Antonio, TX 351 281,704,800 316,159.20$
Miami/ Ft. Lauderdale, FL 351 498,950,400 1,990,976.40$ Los Angeles, CA 351 1,612,010,400 4,314,618.00$
Hispanic TV (Spot Cable TV)Abismo De Pasion 13 54,665,000 2,916,797.00$
Que No Padia Amar 13 52,832,000 2,884,024.00$ Famila Con Suerte 2 13 57,616,000 2,851,251.00$
OnlineMicrosite 1 N/A N/A
Social Media 520 900,000,000 6,750,000.00$ Hulu 13 543,345 2,000,000.00$
Banner Ads 663 1,215,000,000 3,750,000.00$ Digital Radio 117 1,260,000,000 2,000,000.00$
MobileFez 1 N/A N/A
Dashboard without Barriers 1 N/A N/A
PrintPeople Magazine 36 10,350,000 2,880,000.00$ Sports Illustrated 9 9,450,000 3,535,200.00$
Cosmopolitan 9 9,000,000 2,526,435.00$ Essence 3 3,150,000 305,100.00$ Hyphen 3 33,000 1,650.00$
People En Espanol 3 1,620,000 223,800.00$ Wired 3 2,400,000 1,044,108.00$
New York Times Newspaper 98 89,557,300 214,620.00$
Out-Of HomeMall Display 25 50,745,325 1,305,000.00$
Targeted Bulletins 141 2,794,744,075 3,999,240.00$ Bulletins 123 129,392,064 3,170,400.00$
Times Square 1 136,500,000 2,000,000.00$
Public RelationsShowroom without Barriers 5 N/A N/A
Microsoft Surface 5 N/A N/AJobs without Barriers 1 N/A N/A
Direct MailCollateral 2,561,113 10,466,100 N/A
Dashboard Giveaway 5,000 5,000 N/A
Total 2,569,768 13,753,041,009 69,312,019.40$
Weeks
Duration of individual components of campaign Week that component is active for peak months
Represents part of the production budgetWeek that component is active during non peak months N/A
*
* This total solely represents the entire media buy. The remainder of the budget is reflected in the production and contingency budgets.
Months Apr
il
May
June
July
Aug
ust
Sep
tem
ber
Oct
ober
Nov
embe
r
Dec
embe
r
Janu
ary
Febu
ary
Mar
ch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Insertions Impressions Totals
National TVBig Bang Theory 13 209,690,000 1,586,784.00$
Modern Family 13 137,800,000 1,995,104.00$ Family Guy 13 99,125,000 2,119,296.00$
College Football 13 77,948,000 3,408,000.00$ How I Met Your Mother 14 156,800,000 1,350,632.00$
The Voice 14 78,000,000 464,010.00$ CSI 14 163,800,000 1,082,800.00$
The Office 14 68,264,000 536,520.00$ Parks and Recreation 14 64,512,000 935,064.00$
Spot Cable TVNew York City, NY 351 2,403,304,800 4,089,405.60$
Chicago, IL 351 1,115,462,400 1,809,133.20$ San Antonio, TX 351 281,704,800 316,159.20$
Miami/ Ft. Lauderdale, FL 351 498,950,400 1,990,976.40$ Los Angeles, CA 351 1,612,010,400 4,314,618.00$
Hispanic TV (Spot Cable TV)Abismo De Pasion 13 54,665,000 2,916,797.00$
Que No Padia Amar 13 52,832,000 2,884,024.00$ Famila Con Suerte 2 13 57,616,000 2,851,251.00$
OnlineMicrosite 1 N/A N/A
Social Media 520 900,000,000 6,750,000.00$ Hulu 13 543,345 2,000,000.00$
Banner Ads 663 1,215,000,000 3,750,000.00$ Digital Radio 117 1,260,000,000 2,000,000.00$
MobileFez 1 N/A N/A
Dashboard without Barriers 1 N/A N/A
PrintPeople Magazine 36 10,350,000 2,880,000.00$ Sports Illustrated 9 9,450,000 3,535,200.00$
Cosmopolitan 9 9,000,000 2,526,435.00$ Essence 3 3,150,000 305,100.00$ Hyphen 3 33,000 1,650.00$
People En Espanol 3 1,620,000 223,800.00$ Wired 3 2,400,000 1,044,108.00$
New York Times Newspaper 98 89,557,300 214,620.00$
Out-Of HomeMall Display 25 50,745,325 1,305,000.00$
Targeted Bulletins 141 2,794,744,075 3,999,240.00$ Bulletins 123 129,392,064 3,170,400.00$
Times Square 1 136,500,000 2,000,000.00$
Public RelationsShowroom without Barriers 5 N/A N/A
Microsoft Surface 5 N/A N/AJobs without Barriers 1 N/A N/A
Direct MailCollateral 2,561,113 10,466,100 N/A
Dashboard Giveaway 5,000 5,000 N/A
Total 2,569,768 13,753,041,009 69,312,019.40$
Weeks
Duration of individual components of campaign Week that component is active for peak months
Represents part of the production budgetWeek that component is active during non peak months N/A
*
* This total solely represents the entire media buy. The remainder of the budget is reflected in the production and contingency budgets.
BUDGETNational TV Spot TV Hispanic TV Online Print Out of Home
13.5% 12.5% 8.7% 14.5% 9.7% 10.5%
2% 2.6%
PrintBroadcast
PR Direct Mail DigitalContingency
9% 4.5% 7.5% 5%
Media
Production
Media Sources:AdAge//Ad-ology//SRDS Nielsen//Contemporary Advertising//Digital//Radio Media Kits//Print Publication Media Kits//Clear Channel Rate Kit//The
3433
Rebecca Dreifuss
Melanie Fitts
Tatiana Girman
Kendall Gregory
Pablo Isaza
Taichi Kozaki
Mark Manalaysay
Ryan Middleton
Rachel Mwakule
Marissa Pierce
Advisor: Prof. Art Novak
AFTERWORD & CREDITS
The shape of a pentagon inspires the Creative
Harbor’s logo. Our group consists of twenty
members; it requires twenty steps to create a perfect
pentagon. Each of us brings Creative Harbor a step
closer to creating a flawless campaign for our client.
Collectively, we are the ideal combination of creative
account managers, creative researchers, creative
digital developers, creative art directors and creative
copywriters. Together we are Creative Harbor.
TEAM MEMBERSKatie Reeks
Shannon Ross
Emily Shaw
Mafe Sotillo Lairet
Chelsea Stonerock
Freddy Travis
Reid Warner
Richard Weston
Michael Williamson
Rovan Yu
Professors Mark Bazil, Bear Brown, Michael,
Chaney, Michael Hofstein, Bill Shanahan, and
Luke Sullivan, Chair of Advertising.
Thanks to the following individuals and establishments, without whom production of our Nissan campaign would not have happened.
Sydney Anderson//Theo Angus//Terry Barnett
Lindsay Bohn//Nikita Carpenter//Kevin Chia
Ross Faulds//Estefany Gomez//Adam Hamli
Ben Harrison//Liz Liu//Angela Maisch//
Christopher Mennuto//Andrew Miller//Susan
Noona//Whitney Olinger//Dorothea Oppen-
heimer//Megan Phillips//Marc Schoenfeld
Mike Simard//Laine Stewart//Madeline Toelke
Jim & Lucille Travis//Dosha Sav. //Murphy’s Sav.
AFTERWORD & CREDITS
TEST
ING A
ND EV
ALUA
TION
In a series of fifteen face-to-face interviews
with multicultural Millennials, we gauged
reactions to Innovation Without Barriers,
showing print, direct mail, and our
microsites.
We interviewed each respondent twice,
first testing the effectiveness of the print
component and then focusing on the
meanings conveyed by the overall concept.
Reactions to the campaign were
overwhelmingly positive. In the words of one
respondent, “You’re always thinking about
your chances in doing something … and with
Nissan, it kind of feels like, in a way, if I have
a Nissan, things are just going to be a little
better.”
The Jobs Without Barriers initiative tested
very well, with soon-to-be college graduates
responding favorably to the microsite’s
accessibility. Said one:
“It’s just very streamlined, and it’s very
simple to look at and use.”
At the start of the testing, we asked
respondents for their impressions of Toyota,
Honda, and Nissan. At the end, we asked if
their feelings about Nissan had changed after
seeing the advertising. One interviewee
summed up the general reaction: “The print
and the direct mail make me remember
Nissan for a long time.” A second respondent
concluded, “I didn’t know much about Nissan
before, but now I know they are all about
freedom and no barriers.”
CONCEPT TESTING
Interviewees were able to pinpoint Innovation
Without Barriers meaning, “free,” “breaking
down obstacles,” or “doing what you really
want without worrying what others think.”
The testing left little doubt in our minds: the
campaign succeeds in creating for Nissan
an identity built around a culture of self-
expression and overcoming barriers,
Our campaign theme, Innovation Without
Barriers, also could describe our experience
working on the Nissan IMC program. To be
sure, there were barriers, all along the way
—barriers to finding a solution that would
effectively communicate to our target while
focusing on innovation — and separating
Nissan Innovation from everyone else’s. One
Creative Harbor will evaluate the campaign’s
effectiveness after each peak car-buying
month (July, December, March). Both aided
and unaided recall measures will help
determine whether the campaign is (1) being
remembered, (2) being understood, (3) being
associated with Nissan, and (4) generating
positive associations with Nissan. Both print
and TV will be used in aided recall.
Evaluation will take place in New York, one
of our key markets, and Atlanta, San Diego,
Houston (non-key markets) in order to gauge
the effectiveness of additional advertising,
promotion, and public relations in the key
markets. We will also compare Nissan sales
(for both New York and Boston) during peak
car-buying months with sales in those same
cities from the previous year.
TESTING THANK YOU, NISSAN
NICE TO MEET YOU TOO! WE ARE:EVALUATION
by one, the barriers fell away as Creative
Harbor’s innovative thinking overcame the
challenges. In the process, we began to feel
the exhilaration that comes with digging
into a difficult communications challenge
and finding the answers. Thank you, Nissan,
for providing the opportunity that made this
journey possible.