THE

CAMPAIGN
Washington State University

KE IT YOUR OWN MA

table of contents
Executive Summary...................2 Situation Analysis......................3 Research..................................4 Insights..................................5-6 Advertising Strategy...............7-9 a. 360 Marketing...............10 b. Promotions.................11-15 c. Phase I.......................16-19 d. Phase II.....................20-23 e. Phase III....................24-25 Media...............................26-27 Budget...................................28 Evaluation..............................29 Conclusion..............................30 References..............................30 Acknowledgements.................31

campaign objectives
Increase market share among African American, Hispanic American, and Chinese American Millenials.

Create growth in sales of the five core Nissan models: Altima, Rogue, Sentra, Pathfinder, and Versa.

Increase foot traffic of multicultural Millennials in Nissan dealerships.

Establish a prominent online and mobile presence for the Nissan brand.

executive
THE CHALLENGE

summary

Although Nissan has coined innovation as their central brand theme, consumers do not have a universal understanding of what the term means. The challenge Nissan faces is creating a clear definition of innovation, then applying it to their brand in a way which will resonate with multicultural Millennials.

RESEARCH REVEALED
After conducting primary research of nearly 1,000 Millennials, it was found that there is no clear definition of innovation among the target market. This revealed the fact that Millennials do not have a clear understanding of Nissans current brand marketing strategy. Thus, the Make it Your Own campaign was created to establish a clear meaning of innovation and relate it back to the lives of multicultural Millennials.

THE SOLUTION
Nissan first needs to create a redefined meaning for innovation that resonates with the target market. To be successful, it needs to hit home with Millennials and what is most important to them in their everyday lives. Through the utilization of art and individual expression, the Make it Your Own campaign can effectively reach the target market. A distinct innovative brand image has been created for the MiYO campaign focusing on a 360 degree marketing tactic highlighting multiple forms of media, promotions, and guerrilla marketing. Millennials value self expression in their lives. The MiYO campaign will incorporate various types of street art in such a way that inspires multicultural Millennials to be innovative through individuality. With the use of street art and its many forms, Nissan will continue to be represented as an innovative brand but with an artistic flare. The MiYO campaign not only informs consumers of Nissan innovation, it also inspires Millennials to be innovative themselves.

Millennials resonate with individuality and self expression, what better way to represent these traits than through art?

situation
COMPANY ANALYSIS

analysis

Nissan USA is one of the largest car manufacturers world wide, and has been in business for over 70 years. This Japanese automobile manufacturer, formally named Datsun until 1983, was co-founded in 1934. Having expanded its manufacturing to numerous countries and territories worldwide, Nissan has positioned itself as a major competitor in the car industry. Today, Nissan is Japans second largest automobile company after Toyota. In more than 190 countries, Nissan designs, produces, and sells more than 3.7 million passenger and commercial vehicles annually. Nissan competes most directly with other Japanese Original Equipment Manufacturers (OEMs), like Toyota and Honda. The company produces an extensive range of mainstream cars and trucks for domestic and international consumers. Major overseas markets for Nissan include Europe, North America, New Zealand and China. With an established status overseas as a global brand, Nissan has created a competitive advantage that offsets increasing competition.

strengths
Nissan is a globally recognized brand. The Leaf was the first completely electric vehicle, which established an eco-friendly image for the brand. Nissan is a full-line vehicle manufacturer.

weaknesses
Use of Innovation with no clear definition of the term. Lack of clear message in creative. No current attempts to target and connect with multicultural Millennials. Produces more vehicles abroad than in the United States.

Implement new technology and market advancements appropriately. Make Nissan the brand that multicultural Millennials think of when they hear Innovation. Continue to form partnerships with diverse groups of potential consumers.

opportunities

threats
Direct competition with other Japanese Original Equipment Manufacturers (OEMs), Toyota and Honda. Increasing competion from Chevy and Ford in the multicultural space. Heavily saturated vehicle market.

research
METHODS
Surveys (Qualtrics & Model Preference) Focus Groups
To achieve a better understanding of how Millennials perceive Nissan as a brand, surveys were created using Qualtrics. More than 5,000 surveys were distributed via Facebook, e-mail and Twitter, 900 of which were completed. Focus groups were conducted to further explore consumers attitudes, feelings, and opinions about Nissan. More than 35 Millennials participated in five focus groups.

Personal Interviews

To obtain an idea of Millennials current perception of innovation, we set out to conduct personal interviews. More than 50 interviews were completed in numerous locations. From these interviews, we gained insight into what kinds of products Millennials view as innovative.

PeopleBrowsr

PeopleBrowsr is an online social analytics listening platform that gathers influential persons opinions for analysis and engagement. Through Twitter and Facebook streams, our team listened to over 900 million Millennials opinions about the Nissan brand as well as the Sentra, Altima, Pathfinder, Rogue, and Versa.

insights
MILLENNIALS
Millennials have become the largest segment of consumers under 45 years in the United States, making up 24.9% of the total population. This segment is distinct from older generations like Generation X and the Baby Boomers in a number of ways. First, they are active and carefree, spending their time socializing with friends, traveling, dining out, and enjoying out of home activities. In addition, they have a disposable income and tend to spend it on themselves. Furthermore, this generation is defined by technology as they live in a time of smart phones, laptop computers, and other innovative technologies. Millennials are in constant connection with their friends, families, and peers because of these technologies and social media sites like Facebook and Twitter. It is through social networks that Millennials are able to express themselves and stand out as individuals. The Internet has become a primary medium among this segment, and is used not only for socializing, but also for entertainment. Millennials are bombarded with hundreds of media messages daily and have low attention spans, making it imperative for marketers to stand out among the noise. They are also extremely resistant to corporate marketing, which makes it mandatory for marketers to create messages that merge marketing, socializing, and entertainment in a personable, non-corporate way. However, Millennials are most likely to be won over by charitable corporate sponsorships and also respond positively to companies with a philanthropic image. Perhaps most distinctive about this generation is that they are so ethnically and culturally diverse. Authenticity along with a sense of cultural acknowledgement is highly valued among multicultural Millennials. A high index of this group works in fields of sales, arts, design, entertainment, sports or media. Although they do not wish to be defined by brands, they value style, functionality, quality, and reliability in chosen brands. Rather they define themselves through music, art, and celebrity association. Generally, multicultural Millennials are considered to be self assured, confident, secure, and adventurous, meaning that they are open to try new experiences, and like to stand out in the crowd.

insights
HISPANIC
Hispanic American Millennials are proud of their heritage and place high value on family and religion. However, they also merge their traditions with American culture. Young Hispanics especially make it a priority to adopt American ways of life. Regardless of their assimilation, Spanish is still integrated in their lives and they consume media in both English and Spanish. This group also consumes more media per week than the general market and is more receptive to advertising techniques. Making purchase decisions is often a family event for Hispanics.
Percent of U.S. population:16 States of highest concentration: Texas & California Median Age: 26 Average Household Income: $34,241 Nissan Model Preference: Altima Sedan Nissan Market Share:13.66%

AFRICAN AMERICAN
African American Millennials are one-stop shoppers, generally foregoing shopping in multiple stores. They are likely to use shopping as a form of entertainment and shop more frequently than non-blacks. When making purchase decisions, African Americans are very brand conscious and stress great importance on their appearance. They are likely to spend more on apparel and personal care products. In relation to cars, African Americans prefer a bold style that stands out from other vehicles on the road. Overall, this group has a strong sense of identity. The expression of ones personal identity and individuality influence decision making.

Percent of U.S. population:12.6 States of highest concentration: Georgia, Louisiana, Mississippi Median Age: 30 Average Household Income: $30,134 Nissan Model Preference: Altima and Maxima Nissan Market Share: 13.74%

CHINESE AMERICAN
Chinese American Millennials shop often and are usually the first to spot the latest trends in technology and gadgets. Many within this group consume ethnic media, especially in print form. A majority of this group also prefer to be reached and targeted through in-language or bi-lingual advertising. Chinese Americans value culture and tradition in the highest regard yet are extremely assimilated to American ways of life. Over time, this group has blended traditional Chinese elements with the latest American trends to create a unique subculture within the Millennial generation.

Percent of U.S. population:4.8 States of highest concentration: California, New York Median Age: 33 Average Household Income: $57,518 *Brand loyal to Honda and Toyota Nissan Market Share: 8.39%

advertising \strategy
THE BIG IDEA
Innovation is in the eye of the beholder
An invention is an idea or a product, but true innovation comes from the people who use it. The Make it Your Own campaign positions consumers as the key components of innovation. Nissan has established itself as an innovative brand, and now the MiYO campaign connects with multicultural Millennials by suggesting they have the ability to be innovative as well. It is important to connect with consumers in a way that will reflect both the cultural lifestyles of each distinctive multicultural group, while illustrating that Nissan understands the importance of maintaining a sense of individualism. The campaign utilizes street art as a model to demonstrate how Millennials recognize the hidden potential of an idea and add to its functionality, service, and beauty. The MiYO campaign empowers the audience to be bold, ground-breaking, and revolutionary by suggesting they use Nissan and its innovations to inspire their inner-innovator.

CREATIVE VISION
Millennials want to stand out among their friends in a way that earns respect and positive attention. But finding a way to do something that is unique or has never been done before is difficult. Nissan encourages Millennials to be inspired by products or ideas that already exist, and give them a whole new purpose. The MiYO campaign targets consumers first through their connection as the Millennial generation. Through variations in media usage and creative components, the campaign appeals to each multicultural group, without labeling or categorizing them distinctly. The MiYO campaign seeks to celebrate the individualism of this unique generation while identifying with contrasting cultural connections.

NISSAN ENCOURAGES INDIVIDUALS TO EXPRESS THEMSELVES THROUGH INNOVATION.

TONE
The tone of the campaign is both inspirational and uplifting. The voice and message remains constant with Nissans core concept of innovation while embodying the individual values of the consumer.

advertising \strategy
EXECUTIONS
All creative and promotional executions will seamlessly integrate the concept that innovation is for everyone, but consumers should make it their own.

THREE PHASES
The MiYO campaign is broken up into three distinct phases, each designed to carry out specific missions. Throughout the year-long campaign, the multicultural Millennial market will be successfully penetrated.

Phase 1- SHIFT

Phase 1 of the campaign was created in an effort to redefine the meaning of innovation. Through the use of maximum impressions, consumers will become familiarized with the new definition of innovation, as it applies to Nissan and the MiYO campaign. The idea of Making it Your Own will resonate with the target market as well as connect Nissan with a new and unique brand personality.

Phase 2 - REDLINE

Phase 2 of the campaign focuses on connecting the new definition of innovation to multicultural Millennials. By targeting each of the designated consumer groups, the MiYO campaign will implement the idea of making innovation with Nissan a unique, personal experience.

Phase 3 - AFTERBURN

Phase 3 of the campaign is designated to highlighting the top five selling vehicles (Sentra, Altima, Pathfinder, Rogue and Versa) among the target market. The strong connection between Nissan and the MiYO campaign will be stressed and reinforced through out-ofhome advertising, online and social media as well as numerous guerrilla and promotional tactics.

advertising \strategy
MARKET CONCENTRATIONS
The MiYO campaign will be implemented in 10 of the largest designated market areas (DMAs) in the country. These markets were chosen from SRDS Lifestyle Analyst reports. Three different demographics were used to determine the top DMAs, including: ethnicity, age, and PRIZM market segments. The 2011 Nissan full line Category Development Index list was also used to determine the top markets. Each DMA has a Nissan CDI of over 100. This confirms that these markets are ideal locations for multicultural Millennials, as well as provide high sales for all Nissan models.

MARKET CONCENTRATION BREAKDOWN

Ethnicity: African American, Chinese, Hispanic Age: 18-20, 21-24, 25-34 PRIZM Profiles: Young Accumulators, Sustaining Families Nissan: full line CDI list

MiYO CAMPAIGN HOTSPOTS

360 degree marketing

A 360 degree marketing campaign was developed to successfully reach the designated target market. By utilizing this technique, the consumer will be reached through multiple media outlets, promotions, and guerrilla marketing tactics that are each designed specifically to engage multicultural Millennials. Selected media will effectively reach a high percentage of multicultural Millennials and are recommended based on such data. The multimedia plan includes television, print (magazine), and billboards. In addition to traditional media, viral and social media are recommended as complementary elements of the campaign, as Millennials use of internet is high. Promotions and guerilla marketing work simultaneously throughout the campaign to create buzz among consumers. Through guerilla marketing tactics, consumers will become interested and more familiar with MiYO and the Nissan campaign. In addition to creating knowledge of the MiYO campaign, promotions work to give the target market an interactive experience with the brand. The objective will be accomplished through contests, sponsorships, and festivals.

SOCIAL MEDIA OUTDOOR

PROMOTIONS INTERNET

PRINT MEDIA

360 MARKETING CAMPAIGN

GUERILLA MARKETING PHILANTHROPY

MOBILE

MULTIMEDIA

IN STORE

10

promotions
STRATEGY
The Make it Your Own campaign fuels and encourages Millennials to use innovation as an outlet for art and self expression. Through contests, events, social media, and in-store experiences, the consumer will receive an interactive experience with the Nissan brand. Promotions have been meticulously crafted to communicate innovation and individuality to multicultural Millennials in various locations.

SOCIAL MEDIA
MiYO StreetArt Microsite
A microsite is planned to showcase street art in different locations across the United States. Consumers will have the opportunity to post pictures of street art they find interesting while also noting its location. This will allow people to find specific street art around their city.

Two different mobile applications have been established that would keep multicultural Millennials in touch with the MiYO campaign, the MiYO StreetArt Application and the MiYO Scramble Application.

MiYO Mobile Applications

MiYO StreetArt Application

This application coordinates with the StreetArt Microsite, allowing consumers to post images of street art directly from their smartphone to the sites homepage. Geotagging technology will also educate users on the exact location of images posted to the site. Consumers can look up particular cities to see images that have been geotagged nearby, further enabling them to go see the art in person.

MiYO Scramble Application

Gaming applications are popular among the Millennial demographic. The MiYO Scramble App is free and designed to allow the consumer to interact with the Nissan brand. By scrambling fragmented pieces of street art, the gamer is challenged to complete different MiYO murals and has the ability to advance in levels.

11

promotions
FACEBOOK & TWITTER
Facebook and Twitter will keep Millennials up-to-date with the MiYO campaign activities. These social media sites will highlight current Nissan sponsored events, pictures of street art created for the campaign, and news on contests and prizes. Twitter hashtags will be purchased to promote the Nissan brand in correlation with the MiYO campaign throughout the year. Money will be allocated to aquire these hashtags so they constantly appear at the top of the trending topics list within the United States. The #MiYOfestival and #createtoinnovate will run during phase two prior to these events. Over sixty percent of individuals aged 18-24 who are friends or fans of a brand or product on social networking sites follow them on Twitter.

8TRACKS

A Nissan MiYO playlist is planned to be developed using 8Tracks, which offers free online radio. The playlist would offer Millennials a selected set of tunes to jam to, including songs featured in Phase 1 and 2 television ads as well as other popular music among the designated market. As mentioned previously, the target is greatly influenced and involved in the music scene.

12

promotions
EVENTS
MiYO Event Stand
A customized event stand will be present at each of the events during the year-long campaign. This stand will feature giveaway packages including custom MiYO tanktops in both male and female styles, rubber key covers, and trendy sunglasses. In addition, stickers with the MiYO logo on the front and QR Code printed on the back lining will link to the microsite.

Auto Shows

Nissan will sponsor auto shows in each of the top ten DMAs. At these events, Nissan vehicles would be on display with street art vinyl wrap. These vehicles would include one of the five highlighted vehicles in phase three of the campaign (Sentra, Altima, Pathfinder, Rogue and Versa). In addition, a MiYO customized event stand would provide promotional giveaways.

Car Wraps
Full body vinyl wraps are planned to be applied to Nissan models including the Sentra, Altima, Pathfinder, Rogue, and Versa. The vehicles will be placed in the top ten target city dealerships as well as featured in various locations around the cities. In addition, the cars will appear at each of the planned events (sponsored auto shows and the MiYO Festival).

13

promotions
MiYO Festival
A one-day music and street art festival will take place in each of the top ten designated markets based on ethnic concentrations. Each will be named according to the city in which it takes place (i.e., Chicago MiYO Festival). These events will feature multiple underground artists along with local street art vendors. This festival gives the community an interactive experience with the MiYO campaign, allowing attendees to share innovative and artistic interests. The Nissan MiYO event stand will be present at this event.

Festival

CONTESTS
Create to Innovate Contest
The Create to Innovate Contest is designed to give Millennials a chance to submit a mural of what innovation means to them on the Nissan MiYO microsite. The top five contestants murals chosen by Nissan will be displayed on a building in their city to inspire the comminuty.

CONTEST
sponsored by NISSAN

CREATE TO INNOVATE

DESIGN YOUR OWN STREET ART AND SEE IT GO UP IN YOUR CITY!

VISIT MiYO COM NISSAN FOR DETAILS

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promotions
MiYO Dealership Contest
To motivate multicultural Millennials to visit Nissan dealerships, a contest will invite the consumer to test drive Nissan vehicles. After completing a test drive, they would be entered for a chance to win a Nissan Altima. Ten winners will be selected, one in each of the top ten designated markets.

IN-STORE
Paint Splatter Packages will be given to dealerships in each of the top ten target cities. These promotional packages will include temporary dcor that will enhance the in-store experience. In order to bring customers in-store, multiple flags will be placed in the parking lot for display. The package will contain paint splatter floor and window vinyl graphics as well as non-permanent walls to highlight the MiYO campaign.

PHILANTHROPIC
To generate an emotional appeal with Millennials, a philanthropic promotion was created. Millennials resonate with charitable corporate sponsorships, and value companies who appreciate the importance of giving back to the community. Brand preferences are often based on these factors. The Art is Smart promotion will encourage keeping art in public schools across the country. To raise money for the promotion, wristbands will be sold on the MiYO microsite. The wristbands will cost $3.00 each and all proceeds will be donated to the Arts for Learning, a comprehensive education program that contributes to arts resources for K-12 curriculum.

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phase
COMMERCIAL SPOT
1.
African American male: An invention is an idea, but an idea can only go so far. (Open to UCS of African American male Millennial in focus standing in front of a white backdrop.)

1: SHIFT
5.
African American male: Its people like us who transform a blank surface into a beautiful piece of art. (Cut to UCS of African American Millennial, camera pans back to reveal him painting a mural.)

2.

African American male: Its innovation that takes it one step further. Its people like you and me... (Camera pans out to reveal entire body shot. Hispanic female and Chinese male enter scene in front of white backdrop.)

6.

Hispanic woman: Its people like us who find trash and recycle it into a priceless treasure. (Cut to UCS of Hispanic Millennial, camera pans back to reveal her creating a glass mosaic out of recycled bottles.)

3.

African American male: The creative, the bold, the visionary, who discover the hidden potential of an idea, and make it their own. (SFX: cue music Angels and Airwaves Adventure. Characters begin painting white backdrop.)

7.

Narrators: Its people like us, who understand the power of innovation. (Cut to MS of Millennials standing in front of white back drop, now covered in paint. When exiting the shot, the audience sees a colorful Nissan logo.)

4.

Chinese male: Its people like us, who take existing products and use them in new, unexpected ways. (Cut to UCS of Chinese Millennial, camera pans back to reveal him playing make-shift drumset out of old paint cans.)

8.

African American male: Innovation for all, Make it Your Own. (Fade colorful logo to black and super impose regular Nissan logo with MiYO logo on bottom right corner.)

16

phase
MAGAZINE & INSERT

1: SHIFT

The full-page advertisement will resemble an image of an outdoor concert. Instead of a typical concert, the speakers will be connected to Nissan cars and the car lights will flash different colors to the beat of the music. A QR code will be placed in the lower portion of the advertisement for viewers to scan with their smart phone. Once the QR code has been scanned, it will show a short video of an outdoor Nissan concert. This video will last approximately two minutes and show Nissan cars connected to speakers and the lights alternating between simple white car lights and multicolored lights. At the end of the clip, the last 15 seconds will show individuals enjoying the outdoor concert. The music will become background noise as an announcer reads the body copy.

The insert will be a removable sticker with the MiYO logo on it, in which consumers can place on their own personal items. Once the sticker is removed, a QR code is revealed on the existing paper underneath that will lead to the mobile application.

Innovation for All Make it Your Own

[place smartphone here]

Scan the QR Code then place your smartphone above to see how this image was created and discover a new application from Nissan

17

phase
BILLBOARDS

1: SHIFT

A lenticular advertisement is similar to a hologram, in that the image appears to change as the viewer moves to different angles. All billboards in the Make it Your Own campaign will be lenticular, with the tagline: Innovation for All, Make it Your Own. There will be a billboard above a building with a Nissan car and a giant paint can. As the lenticular image moves, the car will appear to be driving, with a tire that knocks over the paint can, spilling paint all over the nearby building.

INNOVATION FOR ALL

MAKE IT YOUR OWN

WEBSITE & SOCIAL MEDIA BANNERS

Various social media sites were chosen from the top ten trending websites among each ethnicity. These sites offer high traffic with Millennials, and will effectively reach the three targets. Interactive banner ads on these sites will correspond with each multicultural holiday. Holidays include Cinco de Mayo, Chinese New Year, and MLK Day. An example would be a Day of the Dead banner ad.
Celebrate Day of the Dead with Nissan Here

Millennial Sites Facebook.com BestBuy.com Yahoo.com Devianart.com kbb.com Hispanic Sites Quepasa.com Latino.myspace.com Sonico.com

Chinese-oriented sites QQ.com Kaixin001.com RenRen.com

African American Sites BlackPlanet.com TheGrio.com

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phase
LIVING ADS
Living advertisements are a new and exciting technology that targets the audience within a tablet medium. Millennials, especially Chinese Americans, like to be the first to try a new technology while setting a trend among their peers. Nearly 75% of Millennials say that new technologies make life easier. More than half of Millennials believe that new technologies allow people to use their time more effectively. The living advertisement will be utilized throughout all three phases of the MiYO campaign, April March.

1: SHIFT

This living advertisement shows a car driving through a city. When clicked on, an interactive experience engages the viewer. The viewers perspective will be behind a steering wheel which drives through a city discovering artwork along the way. The cities will be based upon our top ten DMAs.

19

phase
COMMERCIAL SPOT
1.

2: REDLINE
4.

African American male: Game! (Open to a LS of four African American Millennials playing basketball, one shoots and scores. The four malse leave in a Nissan pathfinder.)

(Cut to LS of driver spray painting the court, using headlights from his Nissan as a guide.)

5.

2.

(Cut to drivers eyes in the rearview mirror, looking back at the court - Fade to black.)

(Cut to aerial shot of court with mural painted the next morening. The same four men arrive at the basketball court, admiring the work. )

3.

6.

(Cut to headlights pulling up to camera in the dark. Pan back to reveal driver getting out and carrying supplies out and turning on music. SFX: Express Yourself- Charles Wright)

(Cut to LS of driver leaning against his Pathfinder, smiling and admiring his work proudly before joining friends.) (Camera zooms in and pans down to Nissan logo on the Pathfinder. Super Impose logo and tagline.) Announcer: Innovation for All, Make it Your Own.

7.

20

phase

2: REDLINE
The third spot, Welcome Back, opens with a Hispanic Millennial woman driving home from college in her Nissan Sentra. While returning home she drives past the welcome sign in her community and notices it is in dire need of recreation. She decides to recycle the glass in her garage to create a mosaic for a new welcome home sign. Using her Sentra to transport her art, she hangs the sign up in town for everyone driving in to see. Taking the thrown away glass and recycling it into a priceless treasure is her innovation. Using her creative genius to honor her community is how she makes it her own.

ADDITIONAL COMMERCIAL SPOT DESCRIPTIONS

The second spot, Break it Your Own, details a Chinese American Millennial man observing a group of local break dancers perform at a city park from his Nissan Rouge. While watching the dancers, he notices the music stops and discovers their boombox has broken. He proceeds to collect random items from the area such as trash cans and empty buckets. Unloading the items from his Nissan, he creates a drumset and plays a beat for the dancers to groove to. Giving the trash cans and buckets unexpected uses becomes his innovation. Using his innovation to become part of the break dancing crew is how he makes it his own.

BILLBOARDS
African Americans, Hispanics, and Chinese Americans are more receptive to outdoor advertising because its a less invasive medium. Billboards will be located in our top three DMAs; Los Angeles, CA, Houston, TX, and New York, NY.

MAKE IT YOUR OWN

At first sight, the billboard will have a white background and the words Innovation for All in the top left corner. As the lenticular image changes, a black Nissan Altima will be painted with a colorful image covering the entire side, as the words Make it Your Own appear on the top.

21

phase
MAGAZINE
The magazine advertisement will incorporate a transparency film that will lie on top of the final ad. Certain areas will be blocked off as to hide the final result. Once the transparency is turned, the image will change and the full advertisement will be displayed. This ad concept will allow the reader to see the landscape and setting of the ad change before their eyes. The original image will read Innovation for All across the top. The top half will be transparent and will have a wall that states, Innovation for all is taking a blank surface and transforming it to... The bottom half will have a picture of a man standing in front of the wall. After pulling back the transparent page, the wall will change into a painted mural of a Nissan car and read, Make it Your Own. The persons clothes will change to have paint blobs on them communicating the fact that he painted the wall. The body copy will run along the bottom of the ad.

2: REDLINE

22

phase
DIGITAL BUS SHELTER

2: REDLINE

Digital displays will be implemented in the designated DMAs in frequently occupied bus shelters. Users will have the chance to pick from a variety of streetart templates using a touch-screen, interactive bus shelter. The Nissan Make it Your Own slogan will run across the top to inspire those to design this blank canvas with a chosen stencil. The ability to sync mobile phones can be initiated using a wireless, bluetooth connection and the creators product can be available to share or display on their personal device.

HULU & YOUTUBE OPT-OUT COMMERCIAL GAME

There will be interactive games that viewers can play during the 30-second or one minute break between episodes on both Hulu and Youtube. Streaming video sites are extremely popular among the Millennial demographic. Between videos advertisements appear, allowing for the viewer to opt-out of viewing the original advertisement and take them to a simple, MiYO-focused game. The user will be asked to take a Nissan car and drive around a basketball court to bump basketballs off the court. when driving, the rear of the car appears to drag paint around the court, creating an interactive image on the basketball court. This allows for a user-generated design, which will inspire the user to play the game multiple times.

PANDORA
The advertisements on Pandora will consist of customizing the skin while music plays. This is an opportunity to decorate the Pandora site with modern street art designs to promote the MiYO campaign. Music is highly integrated into the lifestyles of Millennials. Through Pandora the campaign effectively reaches this diverse market. The likelihood of Millennials listening to music or watching videos on the Internet is significantly higher than the likelihood to listen to traditional radio, especially when compared with other age groups. Ninety-six percent of 15-24 year-olds and 91% of 25-32 year-olds prefer listening to music on the Internet.

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phase 3: AFTERBURN
FACEBOOK & ADWORDS
Facebook and AdWord advertisements will run throughout the entire campaign. Facebook ads will be placed on the side of users news feed featuring pictures of the five core Nissan models. Clicking on the car images will lead consumers to the Nissan USA website.

TAXI & AIRCRAFT WRAP

Millennials are likely to be more active and, to some extent, more carefree. Unmarried or childless consumers have more time to socialize with friends, travel, dine-out, and enjoy other forms of out-of-home entertainment. Introducing these advertisements in a non-traditional manner will truly grab the attention of the target audience. The visually appealing airplane wraps will create buzz and become a conversation starter for travelers. Airplane wraps will be implemented during peak travel times in our top DMAs during the first month of all three phases. Taxi wraps will be done during all of Phase 1, and the first two months of Phase three.

24

phase 3: AFTERBURN
MAGAZINE & INSERT
A full-page lenticular advertisement will display the core Nissan models. On one ad, a specific model will be featured and as the page is tilted, another model will appear in different colors. The car image will be centered with a simple black or white background in order to highlight the different car models. At the very top it will read, Innovation for All and when the ad is tilted, it will then chang to, Make it Your Own. The insert will be a smaller replica of the larger lenticular advertisement, that can be pulled out and kept as a personal keepsake.

25

media
April May Phase 1

flowchart
June July August September Phase 2 October

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Audience: African American, Hispanic, Chinese Millennials MEDIA: Consumer PRINT Magazine (FP4C) Magazine-insert (Regular) ONLINE Website/Social Media Hulu Show Sponsor Facebook / Ad Words Twitter/WEIBO Promo #MiYO YouTube Pandora Station OOH Billboard, #75 Airplane Wrap Bus Shelter Digital Panel Taxi Wrap (50 taxis/10 DMAs) TELEVISION Primetime/Fringe Network Cable Networks DIGITAL Tablet Living Ad

PROMOTIONS SOCIAL MEDIA MiYO StreetArt Microsite MiYO StreetArt App MiYO Scramble App EVENTS Auto Shows (All 10 DMAs) MiYO Festival (All 10 DMAs) Giveaway Package IN-STORE Dcor - Paint Splatter Package CONTESTS MiYO Dealership Package Creat to Innovate Contest GUERRILLA

26

media
November December January February Phase 3

flowchart
March Impressions /000,000 TOTAL Cost Production /000,000 /000 ($) ($)

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

45.3 41.4 1.0 9.5 11.2 8.1 36.5 2.2 583.2 500 424.3 232.5 950.5 46.9 11.2 2,903.83 Total Impressions Total Production Cost Grand Total

42.0 552.0 7.8 15.0 varies 1.0 5.0 1.0 150.0 1350.0 80.95 113.0 700.0

3.58 4.20 1.00 2.00 0.01 0.03 2.00 0.10 11.30 1.20 7.80 7.00 17.10 0.10

150.0 4.00 3,167.75 61.42 2,903,830,000 $3,167,750.00 $64,587,750.00

27

budget

$100,000,000
26% 7% 62% 5%

PROMOTIONS

GUERILLA MARKETING

MEDIA

CONTINGENCY

$26,431,577.50 $6,980,672.50

$61,587,750

$5,000,000

34.1%

6.2%

59.7%

African Americans

Chinese Americans Hispanic Americans

*the percentage of the budget that was dedicated to each ethnicity was based on the 2010 unit

sales for all Nissan models and the potential purchase increase amongst these multicultural groups.

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evaluation
Objective 1: Increase market share among African American, Hispanic American, and Asian American Millennials. Tactic
MiYO is a 360 degree marketing campaign which integrates innovation with culturally relevant aspects of multicultural Millennials lives. Both the creative execution and media selections will efficiently reach this market.

Evaluation

Determine the market share of Nissan among these target groups quarterly throughout the campaign.

Objective 2: Create growth in sales of the five core Nissan models: Altima, Rogue, Sentra, Pathfinder, and Versa. Tactic

Throughout the entire campaign, the five core models will be featured in television spots, print and billboard advertisements, Yahoo! Living Ads, promotional events, and guerilla marketing executions.

Evaluation

Assess the quarterly sales of each of the five core models among multicultural Millennials.

Objective 3: Increase foot traffic of multicultural Millennials in Nissan dealerships. Tactic

Through a dealership test-drive contest and Paint Splatter In-Store Packages , Millennials will be more inclined to visit Nissan dealerships. The contest creates incentive to test drive the vehicles while dcor adds an aesthetic and cultural appeal.

Evaluation

Measure the number of multicultural Millennials who participate in the dealership contest.

Objective 4: Establish a prominent online and mobile presence for the Nissan brand. Tactic
By implementing a microsite and two mobile phone applications, the MiYO campaign will create destination sites for multicultural Millennials while on the Internet and while using their smart phones.

Evaluation

Measure number of visits on the Nissan microsite as well as mobile app downloads throughout the year.

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conclusion
The Make it Your Own Nissan campaign stemmed from a knowledge regarding multicultural Millennials. Primary and secondary research revealed that the target market has a need for self expression and originality. In addition, they lack knowledge of a distinct definition for innovation. The MiYO campaign will successfully achieve a unified and innovative brand image for Nissan among multicultural Millennials, as well as resonate with the target on a cultural level. To most efficiently allocate the given budget during the year-long campaign, Rolling Hills Advertising has targeted multicultural Millennials through a unified multimedia plan, ample promotions, and various guerrilla marketing tactics. The versatility of the MiYO campaign allows for growth in the future, even creating capabilities to target a wider range of consumers after the 2013 campaign. By creating an integrated marketing communications plan, the MiYO campaign opens the door for further brand growth. In order to reach future markets, Nissan must continue to evolve with the ever-evolving consumer market.

references
8Tracks; AAF NSAC Case Study; AD Age; AD-ology; AutoTize; ARF Multicultural Advertising Council; Branders; Claritas PRIZM; Clear Channel; D.P.W. of Los Angeles County; Edmunds.com; Experian Simmons; Facebook; Focus Groups; Getty Images; Lamar; LATISM; Magazine Media Kits; Mintel; MWMGraphics.com; Nielsen; Pandora; People Browsr; Qualtrics; San Diego Auto Show; San Francisco Arts Commission; Skyfold; SlideShare; SRDS; TVB; Twitter; U.S. Bureau of Labor Statistics; U.S. Census Bureau; Wrap Vehicles; Zoomerang

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acknowledgements
The team would like to send out a special thanks to all those who participated in our project to ensure its highest potential success. All of our previous class work has led us to this opportunity, and it has given us a first-hand look into the professional world of advertising.

Noelle Maring

Account Executive Promotions

Im ready for a stiff one.

Jazmyn Sanchez

Account Executive Media

How many buses are in a plane?

Emily Power
Art Director Creative
Wheres Justin?

Megan Sanders
Art Director Creative
Can I swear?

Justin Ruane
Creative
absent

Tim OHollaren
Creative
We gave it our best shot.

Troy McEneaney
Creative
I like turtles.

Kensey Burdick
Media
Somone buy me a keg of coffee please.

Nick Crain
Creative
Lets do this.

Krista Voyvodic
Media
Im on a boat!

Megan Barta
Creative
#GDHS

Amanda McCaslin
Media
Be nice guys!!

Kendra McDaniel
Promotions
Is it we fell in love, or we found love?

Molly McCue
Promotions
Ill think of a good one.

Daniel Petek

Advisor/Mentor

I thought to myself, THIS IS AN OPPORTUNITY!

The team would like to send an extra special thanks to our advisor, Dan Petek. His instruction and guidance has prepared us to take on this task. His methods have taught us to always strive for more, and to approach every challenge with an open mind. Petek has bestowed upon us critical thinking skills that are crucial to our success in the ever-changing advertising industry. C+/B -

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