President: Graham Dudley

Media Director: Vivian Salamanca

Creative Director: Alex Steele
Associate CD/Producer: Melanie Krcilek
Account Planner: Kristy Truong
Research Team Assistant: Joseph Noble
Public Relations: Alexis Trammell

NISSAN
ALTIMA

ltimate
gency

University of Oklahoma
Intro to Advertising
Spring 2014

Roadtrip Tip: #1

START
FINISH in mind

with the

38

HWY
MPG
for more info on the nissan altima: www. nissanusa.com

Lets START
Table of contents:
Introduction pg 7
SWOT pg 12-13
Primary Research pg 15
Creative Brief pg 16
Media Budget pg 24-25
Consumer Behavior pg 30

Introduction
Nissan began in 1911 when Masujiro Hashimoto
founded the Kwaishinsha Motor Car Works. Through
decades of expansion and mergers, Nissan has
become one of the worlds largest automakers. It is
headquartered in Nishi-ku, Yokohama and Carlos
Ghosn is its CEO.
The Nissan Altima is a continuation of the popular Nissan Bluebird line, and the first one was made in
1992. The Altima is manufactured exclusively in the
United States and sold in North and South America as
well as in the Middle East and Australia. In 2011, it became the second-best selling car in the United States.
The Altima is a four-door sedan with a 4-cylinder
2.5-liter engine and 182 horsepower. It offers 27/city
and 38/highway mpg, the best in its class. Although
the new Altima is larger and more spacious than ever,
the Altima is also the lightest midsize sedan in its
class.

Competitive / Situational Analysis

There are several high-selling midsize sedans in
todays market. The Altimas main competitors include
the Toyota Camry, Honda Accord, Ford Fusion, Hyundai
Sonata, Chevy Malibu and Volkswagen Passat. Though
these cars are similar, their primary demographics are
different. The Altimas primary competition is the Accord
and Camry, two other Japanese cars. The Toyota Camry is
currently the best-selling midsize sedan in the United
States, followed by the Altima.

There were several updates to the 2014 Altima
model including a new Technology Package, 16-inch
aluminum-alloy wheels and chrome exhaust filters.
The Altima stands out from its competition because of
its superior gas mileage as well as its horsepower and
torque. It starts at $22,110 and offers 38 highway mpg
and 182 horsepower. It has a proximity key that allows
the driver to start the car with the push of a button and
discourages vehicle theft.

Roadtrip Tip: #2
Dont waste your time at an
overpriced
gas
smelly
grungy
station
suspicious

( )

38

HWY
MPG
for more info on the nissan altima: www. nissanusa.com

Demographic Profile

The Nissan Altimas target audience is adults age 18-24 who work in

management, business or financial operations, or are still in college. They

reside primarily in the Northeast. They have not yet married and spend
most of their media hours on the Internet.

They watch tennis, MTV and HBO.

They use the Internet heavily.

Some popular websites include NBCNews.com and Windows Live

Hotmail.

They enjoy womens fashion magazines like Vogue, Glamour and

Allure.

Their average annual household income is $150,000.

They are young and many are purchasing a vehicle for the first time.

Mini-Saga

Lydia Harris is a 23-year-old retail store manager from Boston, Mass. She
lives by herself in a one-bedroom apartment and makes $35,000 per year.
She graduated last year from Boston University and lives without parental
support.

Strength Weakness

S W

Nissan is the leading Japanese
brand in China, Russia and Mexico.

Taken together, the
RenaultNissan Alliance would be
the worlds fourth largest automaker.

Like many modern car
companies, Nissan allows buyers
to design their future vehicle and
customize many features before
buying.

Nissan dealerships offer
maintenance on Nissan vehicles.
Dealerships can perform services
such as oil and filter changes, tire
changes, brake replacements and
alignment services.

Nissan Altimas 38 highway
mpg is the best of the group; Ford
Fusion, Kia Optima, Volkswagen and
GM cars.

The Nissan Altima, compared
to the Honda Accord, receives slightly lower protection ratings from the
NHTSA for side-impact protection for
the driver and for rollover resistance.

The 2013 Nissan Altima lacks a
standard reversing camera, SmartVent
airbags and the ability to receive and
respond to text messages.

The Altima does not offer a
standard reversing camera.

There are many similar
competitors in its class.

Opportunities Threats

O T

There is a growing opportunity
for environmentally friendly vehicles
in the United States and in the world
market.

Technical breakthroughs
now allow cars to be safer and more
environmentally friendly.

There is an increased emphasis
on convenience by the American public.

Consumer income is
relatively high, and there is a more
upscale market thats likely to be stable.

The Altima does not retain its
value as well as the Honda Accord does.

The Altima doesnt offer any kind
of roadside assistance program like the
Camry and Fusion do.

The Fusion has slightly larger
interior cargo volume.

The Altima does not offer cruise
control.

The Altima and its competitors
are all incredibly similar.

Primary Research

An even 35% of surveyed college students either drive or have driven a
midsize sedan, suggesting the car is highly prevalent among young drivers.
82% of these students said they were either satisfied or highly satisfied with
their sedans.

66% of survey respondents who have owned a midsize sedan said gas
mileage was one of the three best things about their car. This suggests that
midsize sedans in general are strong in this area and that gas mileage is
important to young drivers.

Only 37% of our survey respondents came to own their current vehicle
by paying for it themselves. The rest still have a car they received from their
parents or through other means, and over the next few years will be purchasing a vehicle on their own for the first time.

We discovered through our survey that young people have mixed
opinions about the Nissan Altima and rank it squarely in the middle of the
pack regarding factors like gas mileage, price and safety, regardless of where
the Altima actually ranks. This suggests that they do not easily differentiate
the Altima from other midsize sedans like the Accord, Camry and Sonnata.

Our survey respondents rank safety, quality and price as their three most
important factors when considering a new vehicle purchase. Only 40% of the
respondents said they would consider an Altima for their next vehicle.

When it comes to gathering information about vehicle purchases, the
Internet, friends and family members were by far the most important and
trusted resources for our survey respondents. Almost 80% of respondents use
the Internet to research their vehicle buys.

Creative Brief
Target Audience: Adults age 18-24 who work in management, business or financial operations. They reside primarily in the northeast, are unmarried and spend most of
their media hours on the Internet.

Objective: To convince adults age 18-24 to buy the Nis-

san Altima instead of the Ford Fusion or Toyota Camry because Nissan offers superior fuel efficiency.
Strategy: To demonstrate the superiority of the Altimas gas
mileage with events, promotions and a strong media presence.

Insight: Our primary research reveals that young people

believe the Altima to have only average gas mileage compared to its competition.

Support: Surveys showed that more than 66% of respondents thought gas mileage was a top-3 reason for vehicle
satisfaction.

Considerations: An Internet-heavy campaign might be

useful because surveys show that young people trust it and

use it heavily.

Tone: Informational, exciting.

Strategy / Objective

We gathered from research that the target audience for
the Nissan Altima is young-adults, primarily 18-24 years of
age who will be receiving or purchasing their first car.

To appeal to this audience we will be focusing on the
adventure the Altima can offer.

We need to separate the Altima from its competitors; we
feel we can best accomplish this by highlighting the best in
class fuel efficiency the Altima offers.

The sense of achieving a life with adventure fuels a
young-adults passions. The Altima allows them further fuel
mileage to help them accomplish whatever adventure they
decide to take.

Problem:
The Nissan Altima
is not recognized
as a car leading
in any specific areas
in its class.

Solution:
Make the Nissan
Altima viewed as
the best fuel
efficient mid-size
sedan and the car
that appeals to
young adults through
adventure.

Campaign Concept
Goal: creating an event that brings young adults together
from all over the country.

The Altimate Music Festival

Concept:

A weekend concert event in Denver, CO with

bands young adults listen to and creating a fun atmosphere
where people would travel across the country to attend.
We would encourage attendees to road trip and make their
road trip the Altimate road trip. We would hold contests to
award eight teams a new 2014 Nissan Altima to road trip to
the music festival in. The team that documents the trip best,
makes it fun, and shares it the most on social media will win
the car after the festival.
We will also create a Nissan Altima satellite music station
where we would run advertisements, host interviews with
bands from the festival and check in with each road trip
team.

Campaign Vision
Vision: Make the Nissan Altima the focus point and create

an attitude that the car is cool and a frontrunner in fuel efficiency for your road trips.
Make it fun and lighthearted to encourage people to think
about the Nissan Altima in a new way.

Wherever your adventure takes you, the

Altima will take you further.

Development / Tone / Feel

This event and campaign would appeal to our target audience of young
adults (18-24 years). We will hold
events at college campuses to spread
awareness about the festival and the
opportunity to win a new car by a road
trip contest. We will market the car
as young and hip, leading its class in
fuel efficiency to make it the obvious choice. Fuel efficiency saves people time and money, both of which
are precious for students and young
adults.

e
h
T

presented by: NissanAltima

Altimate music festival

Sir Paul McCartney - Arcade Fire - Kendrick Lamar - Fun. - Modest Mouse

Skrillex - Ra Ra Riot - The Black Keys - The Avett Brothers - Alt-J

Lana Del Rey - Matt & Kim - Neon Trees - Neon Indian - Phantogram - Real Estate
Two Door Cinema Club - The 1975 - Dr. Dog - Electric Guest - Chiddy Bang - Ben Rector
Yuck - St. Vincent - A$AP Rocky - Tune-Yards - The Joy Formidable - Portugal. The Man
Grizzly Bear - Edward Sharpe & the Magnetic Zeros - Dirty Projectors - Japandroids - City and Colour

www.altimatefestival.com/nissan

e
h
T

Altimate
music
festival
presented by: NissanAltima

SCHEDULE OUT NOW

DENVER, COLORADO
www.altimatefestival.com/nissan

The

Altimate
music
festival
presented by: NissanAltima

#AltimateAdventure

Do you have what it takes to make

the Altimate road trip to Denver?
Roadtrip to the festival in an all new 2014 Nissan Altima!
Visit www.altimatefestival.com/nissan for contest details

Media Budget

Television: 40.54% ($15,810,600)

Radio: 20.08% ($7,831,200)

60 second ad spots
Prime Time, Late Fringe
Stations: ESPN (Tennis, Golf, Football), Late Night Shows, Late News.

KISS FM; 102.7KJYO

Approach: Give brief testimony
talking about upcoming events and
automobile details/ luxuries.
Weekday: Midnight-6:00am
Weekend: 7:00pm Midnight

Internet: 22.73% ($8,864,700)

Banner ads and social networking
sites including Facebook, Twitter, Instagram.
Approach: Ads displaying the Nissan Altima and the #AltimateRoadtrip
Campaign.
Websites: NBCNews, Windows Live,
Facebook, Twitter, Instagram.

Magazines: 16.65% ($6,493,500)

Womens Fashion Magazines: Vogue,
InStyle, Elle. Others: Us Weekly, Weight
Watchers, WebMD Magazine.
Approach: Show the Nissan Altima
ad with its features, #AltimateRoadtrip
Campaign ads.

Media Rationale
This approach will enhance the Nissan Altimas image as a car for the young
and a leader in its class of fuel efficiency.
These two points will set the Altima apart
from its competition. Make the Altima the
first car you want and the first car you
buy. Sell it as durable, cool, young, long
lasting and efficient. The young adults we
will be reaching will be on the internet by
social media or internet radio advertisements. We will reach out to them by contests and the Altimate Road trip campaign
to make this a two-way conversation with
our audience.
We want to be the encourager of adventure and the seller of the Altima.

Television
Television: 40.54% ($15,810,600)
60 second ad spots
Prime Time, Late Fringe
Stations: ESPN (Tennis, Golf, Football), Late Night

Shows, Late News.

Story Board Concept:

We have decided to go with a series of commercials following the journey of our road trip correspondents on their way to the Altimate Music
Festival in Denver. The commercials will each feature a different song
by one of the headlining bands and narration will be spoken over the
background music to explain the festival and advertise the Altima. At
the beginning of the commercial, correspondents will be seen gearing
up for the journey. Lots of shots of the Altima will be used. There will
also be clips of the correspondents at the festival having a good time.
The commercial will be upbeat and lighthearted. Fuel economy and
spacious cabin/trunk space will be emphasized in all the commercials,
but the commercials will be slightly different as they will be narrated
by different people. At the end of every commercial, we will display the
Nissan logo, Nissan website, and one of our Nissan hashtags.

Story Board

Internet

Internet: 22.73% ($8,864,700)

Banner ads and social networking sites including

Facebook, Twitter, Instagram.
Approach: Ads displaying the Nissan Altima and the
#AltimateRoadtrip Campaign.
Websites: NBCNews, Windows Live, Facebook,

Twitter, Instagram.

Internet

Vivian Salamanca
Nissan Altima

38
HWY
MPG

Best in class fuel efciency.

Nissan Altima
Enough said.
www.nissanusa.com

Enjoying our roadtrip to the

#NissanMusicFestival

Consumer Purchasing Behavior

Phase Action
Need recognition

Target audience has been established

through research. Primarily adults 18-24
with some college wanting an affordable and fuel efficient vehicle. Determine
method of creating top-of-mind awareness in TA for Nissan Altima.

Information search

Message appears in media determined

by MRI+ search to be appropriate for TA.
Message reinforces the fuel economy feature. Contact information included in all
ads to inspire further action by consumer.

Evaluation of
alternatives

Competitive analysis / SWOT has shown

where Nissan Altima exceeds expectations established for competing midsize
sedans. Message to reflect Altima benefits
vs. competitors

Purchase

Messages continue to reinforce the decision by the target audience to purchase

a Nissan Altima. Messages should create
loyalty by making consumer feel good
about the purchase.

Post-purchase

Follow-up evaluation to discover consumers attitude toward purchase / monitor social networking sites using social
media monitoring tool. Consumer satisfaction surveys distributed to cruise customers for follow up analysis.

Campaign Summary

Campagin Summary

Currently, the Nissan Altima is not recognized as a leader in any
certain areas among mid-sized sedans. We think the Altima should
be viewed as the leader in fuel-eficiency since it currently has the
best in its class (38 HWY MPG). We will stress the importance of fuel
efficiency and the impact an Altima has in this area.


The Nissan Altima targeted audience is young adults 18-24.
This will cause the campaign to be focused on adventure, young
adults enjoy the pursuit of excitement; lets make the Altima exciting.


The Altimate Music Festival will be an event to publicize the
fuel efficiency, quality and young nature of the Altima. The music
festival will cater to the likes of our targeted age while encouraging them to road trip to the event. We will hold contests for people
to be a candidate to win a new 2014 Nissan Altima if they can make
the best roadtrip happen to the Altimate Music Festival. Encouraging
people to use social media and help us spread awareness and brand
the car as young and exciting.


Our media budget will also focus on social media and the internet. With the focus in these areas we will be able to reach our targeted audience while also reaching new audiences with the message of
fuel efficiency and adventure.


We want to make the Altima a car for the young, a car for adventure and the leader of fuel efficiency in its class.

University of Oklahoma
Intro to Advertising
Spring 2014