UNIVERSITY OF OREGON UPSTREAM ADVERTISING

WELCOME

he auto industry is going through an innovation overload. And every brand is clinging to their version of new.

Millennials cant. Nissans challenge is to show millennials, who live and breathe innovation, that Nissan actually embodies it. Well do this by emphasizing Nissans own millennial mindset, validating our audiences journey.

Every car brand says they are cutting edge. Every car brand says they are reinvented. And every car brand says they are groundbreaking. But can anyone tell the difference between brands that say they are innovative and the brand that actually is innovative?

CONTENTS
Situation Analysis & Strategy Creative Executions Digital Strategy Dealership Experience Media Plan Sources & Credits

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AUDIENCE

Millennials are born between 1979 1994 There are 48.5 million millennials in the US and 16.5 million are multicultural 65% of millennials are digitally disconnected for less than an hour each day 74% of millennials believe technology makes life easier 66% of millennials say it is likely they will switch careers at least once in their life

THE MILLENNIAL MINDSET

We are millennials, whatever that means.We dont really fit into any particular mold though. Were just people. Our own people. But our differences dont separate us. If anything, they bring us together. Because we admire real individuals. And we flee from conformity. We believe we can be anything or do anything. We believe problems are meant to be solved. Our only tradition comes from doing things differently and constantly changing. We find comfort in that change. Its all we really know. Because were always moving. Always advancing. And always shifting.

AUDIENCE INSIGHTS
Millennials are defined by connection. The Internet shapes the way they see the world. Its a part of who they are. Its a way of thinking. The Internet unites them despite their differences. Diversity is the norm. Its expected. And it often goes unnoticed. Thats why millennials identify so well with people their age. Ethnicity is still important, but its not the entire picture. Millennials share more similarities than differences.

Theyre constantly seeking whats next. Theyre always discovering. And quickly sharing. This is their social currency. Thats why authenticity is vitalespecially with brands. Millennials see brands as a form of self-expression based on values and emotional connection. This is a shift from past generations. The millennial world is constantly changing. They have learned to take comfort in change. They are always moving forward.

I connect with messages that focus on younger people in general, not just one race. Tyree, 21 I dont really see myself being any different from anyone else my age. Sarah, 29
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BRAND STATEMENT
Nissan is constantly in motion. They are never fully satisfied with their current state. Nissan is always looking forward. They have a history of taking advantage of new opportunities. They shift with society, and sometimes, society shifts with them. Nissan is seen as innovative because theyre bold. They are comfortable challenging the status quo. Other car brands think a new cupholder is innovative. Nissan thinks innovation should change peoples lives. Nissan stands for innovation. With purpose. Their innovation has direction and reason. Theyre solving real problems in fresh ways. This is why Nissan is more than innovative. They are evolutionary. They are shifting the future. And they are not alone.

STRATEGY
Its time for Nissan to own the idea of evolution.
The word innovation doesnt resonate with millennials. So were creating a new way to share Nissans message. To do this, we are challenging traditional assumptions that define most car brands. We are creating meaningful disruption that shows how Nissan is actually different. Because Nissan is a millennial at their core. Nissan connects with all millennials, regardless of ethnicity, because the brand and millennials share an unspoken drive to evolve. They just understand each other. And this connects them. Our campaign showcases Nissans millennial mindset. Since millennials develop their brand loyalties based on values, this branding campaign creates an emotional connection between Nissan and our audience. It leaves room for millennials to discover product information on their own, which is a natural process for them. The goal of our campaign is to validate the millennial journey. We want millennials to know that Nissan will stand with them as they continue to move forward.
Throughout this campaign, our messaging speaks to all millennials. Our strategic media choices ensure that this millennial message reaches our three main demographics: African-American, Hispanic and Chinese-American millennials. To connect with these multicultural millennials when they are most receptive to our message, we created a communication system based on passion points, which represent millennial interests. Our media schedule runs consistently from April 2013March 2014 with two strategically timed peaks. The two peaks coincide with times that weve identified as poignant for millennial life changes and car buying seasons.

PRIMARY RESEARCH
In-depth interviews with students, community members, and professors Cultural immersion experiences: observations, film, literature, and continued involvement with Black Student Union Focus groups with ethnically diverse millennials Brand experiences: 25 dealership visits in seven different cities and three different states Diversity workshop with a multicultural outreach specialist

This plans book follows the sequence of our media schedule.

COMMERCIAL

I pledge allegiance, to my youth

that I will never lament on what ifs, only why nots.

I pledge to today, that I will greet the dawn, with optimism and crossed fingers.

...to tomorrow that Ill worry about it enough, but not enough to ruin whats now.

...to yesterday because that was once today.

In one nation, of traveled youth, with bright eyes and open minds and innovation for all.

COMMERCIAL
The flagship piece of our creative campaign is a series of three :60 spots revolving around the validation of the millennial journey. The commercials serve as the platform to launch the tagline, We are never idle.
We are never idle is a phrase with multiple meanings that embodies the millennial spirit and promotes Nissans overarching brand message of innovation. The word idle describes the notion of being stagnant and also the literal state of a car at rest. Our commercial is a millennial pledge. It starts by showing the drivers POV entering a tunnel and fading to black. The voiceover, a play on the Pledge of Allegiance, starts with the line, I pledge allegiance, to my youth. Its followed by a series of quick shots that reflect key moments in a millennials life. We use important milestones, such as graduating college and having a baby with examples of everyday things, such as singing in a car and going for a run. The dialogue continues with copy that pays homage to today, tomorrow, and yesterday. The commercial ends with the same POV shot, leaving the tunnel and then fading to white. The tagline briefly appears on the screen, fades, and ends on the Nissan badge against a white matte. The voiceover features a diverse group of male and female voices trading off lines. This creates an emotional connection and promotes one of the main campaign themes: We are one nation of youth. The technical strategy is composed of dramatic instrumental music that swells during the climax of the message, film effects that create a vintage feel on the footage, and strategic edits timed to the music for dramatic effect. By showing everyday car moments, our campaign sharply departs from the traditional methods of marketing an automobile. Our research shows that its more natural for millennials to discover product information on their own. We are using our campaign as an opportunity to genuinely connect with our audience on an emotional level.
EVALUATION By monitoring YouTube views and social media reaction, we will evaluate the effectiveness of commercials. We will also conduct online surveys to measure audience emotional reactions.

MAGAZINE

This magazine insert creates a tangible journey for our audience. The content of these inserts cater to the interests in each publication. Each ad features three pages that rely on the literal and figurative idea of transparency and layers. The actual message differs depending on the publication in which it is placed.

The insert starts when readers reach a blank colored page that challenges them to Join the journey. When readers turn the page, they see a black-and-white photo. The next two pages are transparencies that, when viewed by themselves, show an unordered set of letters.

The true message is revealed only when the reader views the ad with all three pages stacked. This requires interaction on the readers part and distinguishes the insert from competing ads in the publication. The inserts are a fun way for the reader to interact with the message.

BILLBOARDS
We will place transparent billboards on highways leading to major cities such as Dallas and Seattle. These billboards will frame the cityscape behind them, and the headline is a reminder to millennials to enjoy the moment. The use of a clear billboard challenges the traditional model of outdoor advertising and shows millennials that Nissans message is genuine.
*Billboard not to scale

RADIO

MALE VOICE-OVER: Youre stuck in the middle seat, but youre sandwiched in conversation. You turn off the A/C, so you can smell the ocean. You roll down the window, and it gets cold, so now you have an excuse to put your arm around her. Youre lost, but now youre free to wander. We are one nation of traveled youth. Nissan. Never idle.

Our campaign engages millennials where theyre most receptive. Our radio spot allows us to take our message and speak directly to someone driving. The script flips general inconveniences of driving in a car and turns them into positive moments of the journey. The discovery of the silver lining in negative situations allows us to align the campaign with optimism and hopeful values.

EVALUATION Online surveys after the June and July peak will measure the effectiveness of this portion of the campaign. The surveys should ask about brand reputation and top-of-mind awareness. We will also monitor social media reaction happening around this peak.

E3 EVENT

ideo games are a passion point for our audience. The E3 Gaming Conference is a great opportunity for Nissan to connect with gamers. Attendees of this event are leaders and influencers in the gaming community who will share conference insights online. We will premier two 2014 GTRs, with virtual screens for windshields, that are equipped with a teaser of the Gran Turismo 6 racing game. Conference attendees can race each other in the GTRs while getting an exclusive look at the game.

EVALUATION We will measure the effectiveness of E3 through optional interviews during and after the event. Press coverage and social media reaction from our audience will also measure success.

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THE TAXI TOUR

Over the course of eight weeks, a fleet of 100 Nissan taxis will tour eight different cities. The locations are condensed pockets where multicultural millennials live: New York City, Los Angeles, Chicago, Houston, Dallas, Washington D.C., San Francisco, and Seattle. The fleet is composed of Nissan Rogues, Sentras, and Versas. The taxis are free and can be summoned by using the Twitter hashtag #NeverIdleNYC. The suffix changes depending on each citys official USPS abbreviation. Inside of the car, riders can use a Nissan branded iPad that encourages them to chart their journey. This interface enables riders to use social media to share their journey in a free Nissan cab. They can also see other Nissan cabs in the area to gain aperspective of the tour. THE TAXI serves as a literal touchpoint for millennials because we provide the opportunity to experience a Nissan interior. Riders will walk away with positive sentiments for the brand.
EVALUATION This event should create social media buzz, including Facebook likes, shares, tweets, hashtag usage, and other discussion. Effectiveness will be determined by monitoring buzz and event exit surveys.

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JOURNEY TO THE ALTAR

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A wedding engagement is the beginning of a new journey for many members of our audience. Bridal magazines, blogs and Pinterest are significant sources of wedding inspiration. We are supporting our audience in planning this pivotal event by creating Nissans Journey to the Altar contest. Bridal blogs are our main medium to raise awareness. The top ten wedding bloggers are receiving a Nissan gift package encouraging them to mention the contest. We are also purchasing ad space on their blogs and providing a branded image to be shared on Pinterest.

Couples submit videos, sharing the story of their relationship to NeverIdle.com, Nissans microsite. The video with the most views will receive an all-expense-paid honeymoon and a Nissan fleet for transportation on their wedding day. The fleet consists of ten all-white Altimas, Rogues, and Pathfinders.
EVALUATION Success will be determined by the amount of contest entries. We will also measure effectiveness by monitoring views and shares of the videos. Google analytics will evaluate success of each component of the contest: Pinterest, bridal blogs, and YouTube videos.

JOURNEY HOME
Our audience values their closeness with family, but life often creates a geographical disconnect. We are reconnecting these long-distance families. We are placing inserts in twelve magazines that include tear-out postcards. We are inspiring our readers to submit the postcard with their story and what it would mean to be reconnected. They can also submit virtual postcards through the microsite. We are choosing five regional winners with the most moving stories to travel home. Nissan will pick them up, cover their flight, and take them to their families. Well film and capture this special journey on our microsite and YouTube channel.
EVALUATION We will measure the effectiveness of the contest by monitoring Google analytics and social media discussion about the event.

PLACE STAMP HERE

TELL US YOUR STORY

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SUBWAY CAR
To give our audience a true Nissan experience, we are taking over a New York City subway car on a route with high millennial ridership. The ride highlights the interior of select car models such as Nissan upholstery, steering wheel material, and dashboard features. This unique environment places the brand in high regard with our audience and creates buzz. Were taking over the subway car in November and December to capitalize on heavy tourist traffic in the city.
EVALUATION We will measure the effectiveness through online surveys in the months following the event. We will also monitor the social media buzz created during and after the event.

TRAVELED YOUTH.
WE ARE NEVER IDLE.

WE ARE

environmental

ELEMENTS
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INSTAGRAM IN NYC

To visually promote the idea of one nation of youth, we are installing a large interactive digital billboard in Times Square. It features a mosaic of user-generated images that people send in by hashtagging their Instagram photos with #NeverIdle. The headline creates a community of like-minded individuals, but also acknowledges the fact that their perceptions of the world are all different. The billboard runs simultaneously with the subway takeover during New Yorks busy holiday season. This allows us to interact with tourists who will use social media to carry our message back to their friends at home. This concept aligns with the overall idea of journey and travel.

The photos will also be displayed on a Pandora page takeover that links online users to our microsite. Instagram acknowledges our audiences heavy use of creative technology. By establishing Nissan as one of the first car companies to engage on this platform, well reinforce the idea that Nissan is innovative.
EVALUATION Effectiveness will be measured by how many people participate in the Instagram billboard, and by monitoring social media buzz after the event. We will also track the number of users who click through Pandora to the microsite.

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You win some, you lose some. There are almosts, and all-ins.

There are brown bags, and checkered flags. Too much time left on the clock, and theres not enough time left.

This is our year, theres always next year.

SPORTS
Millennials love sports.
This tactic emphasizes the journey of the fan base, rather than the journey of the athlete or team. We talk directly to fans by running a :30 spot and sponsoring online page takeovers. The commercial revolves around the universal story of the trials and tribulations of a fan. It starts in a similar manner as our flagship commercial, as it opens up with a POV shot of a player walking out of a tunnel. The narration is written in lines that contrast winning and losing, triumph and defeat. The commercial promotes the idea of a community of like-minded people who are united by the success and failure of their beloved sports team. The sports page takeovers will include the commercial and a message that pays homage to the fans.
EVALUATION We will evaluate these tactics by monitoring Google analytics and click-throughs to the microsite.

We are bound together by championship trophies, and playoff heartbreaks. We are never idle.

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SXSW
Austins annual conference and festival, South by Southwest (SXSW), is a melting pot of current music, film and tech enthusiasts from across the nation. The overlap of SXSW interactive and SXSW music provides the perfect platform for Nissan to gain access to key influencers that support our campaign. The majority of these attendees come from areas that are highly populated by our audience. FOOD TRUCKS Austin has an eccentric food truck culture that we want to be a part of. Four decked-out Nissan food trucks will be parked outside of SXSW venues and reveal their locations using the #NeverIdleSXSW hashtag on Twitter. Each truck will have invitations to Nissans exclusive party. NISSAN PARTY Our audience is always looking to discover something new and exciting. Thats why we are throwing an exclusive party featuring up-and-coming artists. Along with the food truck invites, social media is the primary source for promoting the party. INTERACTIVE LOUNGE The lounge includes a Boseinfused entertainment area so participants can catch panels and presentations that they may have missed. Convenient charging stations will also be available for electronics.
EVALUATION By monitoring social media during the event, we will evaluate the success of the SXSW lounge. The turnout at the Nissan SXSW Party will show food truck success.

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INSPIRE
Since most of our campaign executions have relied on largescale media buys and big ideas, we must also to engage our audience in smaller, subtle ways. We are placing messages in unexpected locations to promote top-of-mind awareness for Nissan by turning otherwise dull moments into unique interactions. SEMI-TRUCK We are placing thought-provoking messages on the back of semi-trucks. The copy is scaled small to only be legible when youre directly behind the truck, blocking your view of the road ahead. STREET CURB In urban settings with high pedestrian traffic, we are stenciling curbs and corners. This simple, yet effective, message highlights the elements of the journey. The yesterday, today, tomorrow theme ties directly to our commercial. 3D MAPPING We are projecting huge 3D mapped images onto downtown buildings at night. The messages remind passersby of the one nation of youth message and communicate to our audience that, above all else, we are never idle. SHORT FILM During the holiday movie season, we are airing a short film before the credits of an anticipated blockbuster. The three-minute film, titled Timestamp, is a split-screen story of two people living out starkly contrasting lives. During the climax, the two briefly encounter each other and have a short simple moment of connection where time seems to stop, but then, as in life, they continue on. Movie patrons will share their experience over social media and encourage their friends to stay for the short film.
EVALUATION We will conduct online surveys in cities with these tactics that will measure brand awareness.

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MICROSITE
The microsite serves as the hub of our entire campaign. NeverIdle.com is the digital gathering point for millennials wishing to engage with Nissans content. Its designed to be a responsive website. Its compatible with desktop browsers, tablets and smartphones. The website is clean, user-friendly, and has the same minimalist aesthetic as the rest of our campaign.
EVALUATION Success will be determined by participation in the various contests and events. It will also be measured through Google analytics and redirects from social media.

We chose not to create a mobile application because one in four apps downloaded is never used again 81% of millennial smartphone users use mobile browsers on a daily basis Website usage beats out app usage in every consumer category (shopping, financial, media)

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WHATS THE DIFFERENCE BETWEEN THE DESTINATION AND THE JOURNEY?

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SOCIAL MEDIA PLAN

Social media is an integral part of millennial life. Its intrinsic, rather than learned, and is the cultural norm. Our social media acts as a millennial outlet, rather than a millennial outlier. This part of the campaign extends beyond collecting likes and simply sharing links. Our online presence creates lasting brand awareness by connecting with users beyond face value. TWITTER Twitter is not only a channel for Nissan to talk to millennials, but for millennials and Nissan to talk to each other. The conversational nature of Twitter allows Nissan to position itself as a peer rather than a brand. Our plan involves creating and engaging in conversations as well as retweeting links, pictures (including Instagram), and ideas. This content aligns with our message of journey, growth, and innovation. FACEBOOK We are using Facebook timeline to highlight the history and origins of Nissan and document their journey. By using rich content, we are sharing Nissans story and connecting with fans. 22 GOOGLE+ Google+ pages enhance brands beyond basic networking levels because of their search and social capabilities. Google also prioritizes Google+ pages, so having a brand page will improve Nissans search engine optimization. YOUTUBE YouTube provides an opportunity for Nissan to add entertainment value to a popular online community. The YouTube channel provides a platform for Nissan to share content created in other aspects of the campaign. Here we will also post the user-generated content from our "Nissan's Journey to the Altar" and "Journey Home" events. INSTAGRAM There is huge opportunity for Nissan to create a strong presence on this growing platform. Instagram will be expanding to Android phones and is expected to grow beyond their 25 million present users. Here Nissan shares photos of cars, dealerships, people, and images of Nissan culture. We will also tweet and post these photos on Facebook.
EVALUATION By using Google analytics and monitoring social media closely, we will evaluate success. We will also monitor our Klout score.

WEBSITE REDESIGN

The upgraded website acts as a transition piece between our millennial campaign and the brand as a whole. A few small tweaks to the website reduce clutter and provide clarity, making it easier to navigate. Weve added new tools to personalize the car-shopping experience. These tools connect local Nissan experts with the customer and encourage our audience to visit dealerships for test drives and other information.

TABLETS

We built a virtual car experience on tablets to be used in dealership showrooms. Our audience can also launch this platform from the website so car models can be explored at home.
EVALUATION We will measure the effectiveness through surveys, Google analytics, and use of the new features available on the site.

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DEALERSHIPS
The dealership is Nissans greatest opportunity to build a real connection with millennials. Our team set out to evaluate Nissans dealership experience. We met with managers, salespeople, financial advisers and mechanics at 25 dealerships in seven different cities. We found that the dealerships were often intimidating, cold, and lacked evidence of Nissans innovative identity. We went back to the drawing board and asked as many questions as possible to identify opportunities for improvement in the dealership purchasing process. This is what we found: The web is disrupting the traditional dealership model. Online resources arm customers with price points that continue to drive profit margins down. More and more car buyers expect a complete purchase experience online. The dealership model is in flux; the brand that makes big changes will define the future. Our plan establishes Nissan as the leader in dealership innovation. It will inspire Nissans network and change the way our audience sees dealerships.

WE KNOW THAT INDEPENDENT DEALERSHIPS DO THINGS THEIR OWN WAY, SO WE SET UP THREE DIFFERENT LEVELS OF DEALERSHIP BUY-IN:

STANDARD
Showroom look books: Our new in-house collateral creates a cohesive connection with the campaign. Training resources: New materials will be incorporated into existing training kits to create a more cohesive relationship between brand and dealership employees. Included in these resources are tips on living the brand, hiring passionate employees and approaching millennial buyers.

EVALUATION Online surveys and interviews at various dealerships around the country will measure the effectiveness of these changes. We will also survey employees, returning customers, and potential buyers at Nissan dealerships to gauge success.

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ENVIRONMENTAL elements
INTERMEDIATE
Includes all Standard features, plus: Extended test drives: This service will support millennials going through important life events like a first date or job interview. One of each of the core models will be available for test drives for two to eight hours. This will lead to long-term success as our audience identifies with the brand and appreciates the vehicles value. This service will also increase foot traffic for dealerships. Tech upgrade: Tablets for showrooms will allow our audience to explore the vehicles on a medium theyre comfortable with. Showroom renovation: Flexible spaces in the showroom will create a more comfortable atmosphere. This will give our salespeople the opportunity to have a casual conversation with customers and close sales.

PREMIUM
Includes all Standard, and Intermediate features, plus: Full renovation consultant: Nissan will provide an interior design consultant to each dealership to analyze, develop, and implement a full renovation. Nissan will also have a reimbursement program for dealership renovations that meet benchmarks of success. Employee tablets: This tool assists salespeople and mechanics in explaining specific details about Nissan vehicle attributes or necessary repair work. Mobile mechanic: Nissans mobile mechanic service will travel to Nissan owners to perform basic maintenance needs. This will build brand loyalty and trust through the benefit of convenience.

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MEDIA
Our campaign uses consistent messaging in all media placement and is designed to reach our audience when they are most receptive to our message. We focus on our three demographic groups: African-American, Hispanic, and Chinese-American millennials through strategically chosen media platforms. We emphasize two peaks throughout the year when our audience is most likely to buy cars. The first peak occurs during June and July. This common time for millennial life changes creates the desire for a new car. The second peak is in November and December, when our audience can take advantage of year-end sales. Its ideal because millennials have less disposable income than other demographics. Our media choices are based on specific ways multicultural millennials interact with each medium. This assures that our message is communicated effectively within every tactic.

STATISTICS 46% of all people who watch soccer are multicultural millennials Multicultural millennials spend an average of 160 minutes with traditional radio every day 59% of all Hispanics, 50% of all AfricanAmericans, 59% of Asian-Americans, and 59% of auto enthusiasts use YouTube Magazines are the #2 medium of choice among multicultural millennials

86% of all new vehicle buyers use the Internet in their vehicle purchase process, 90% use the Internet to compare vehicles and pricing 81% millennial smartphone owners use mobile Internet (not apps) on a daily basis Multicultural millennials spend an average of 232 minutes on the Internet every day

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APRIL
1 2 3 4

MAY
1 2 3 4

JUNE
1 2 3 4

JULY
1 2 3 4

AUGUST
1 2 3 4

SEPTEMBER
1 2 3 4

OCTOBER
1 2 3 4

NOVEMBER
1 2 3 4

DECEMBER
1 2 3 4

JANUARY
1 2 3 4

FEBRUARY
1 2 3 4

MARCH
1 2 3 4

MAGAZINE
Bridal Fashion Ethnic Sports Baby Music Games & Tech Maxim

ONLINE
Television Radio Sports YouTube Movie Sites

BROADCAST
Cable Television Network Television Radio

OUTDOOR
Billboards Semi-trucks Transparent Billboards Digital Billboard

NON-TRADITIONAL
City Street Curbs 3D Mapping Short Film Subway Car

EVENTS
Journey to the Altar E3 Taxi Tour Journey Home SXSW

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BUDGET
Magazine ........................ $12,777,000
Transparent inserts......................... $3,929,000 Postcard inserts .............................. $1,195,000 Full page ads ................................... $7,653,000

Events ............................ $2,645,000

Journey to the Altar .......................... $25,000 Honeymoon .................................... $5,000 Blogger promoters ......................... $2,000 Cars ................................................ $18,000 E3 .............................................. $280,000 Two 2014 GTR cars ......................... $200,000 Event presence ............................... $20,000 Technology ..................................... $60,000 Taxi Tour ........................................ $1,881,000 Taxis and tablets ............................. $287,501 Travel expenses ............................... $1,593,499 Journey Home ................................. $14,000 Flights ............................................. $3,000 Winner pick-up ............................... $1,000 Video production ............................ $10,000 SXSW ........................................... $445,000 Super sponsorship ......................... $345,000 Food trucks ..................................... $100,000

Online............................. $17,823,000
Page takeovers ...................................... $12,316,000 Banner ads............................................. $5,497,000 Typekit ................................................... $10,000

Broadcast ....................... $27,968,000

Cable television .................................... $6,307,000 Network television ................................ $14,687,000 Radio ...................................................... $6,974,000

Outdoor .......................... $16,305,000

Billboards .............................................. $8,491,000 Semi-trucks ........................................... $6,860,000 Transparent billboards.......................... $614,000 Digital billboard .................................... $340,000

PRODUCTION ................. $10,000,000

Non-Traditional ................ $12,482,000

City street curb ..................................... $8,000 3D mapping ........................................... $1,000,000 Short film ............................................... $10,000,000 Subway car ............................................ $1,266,000 Dealership experience consultant ....... $208,000

TOTAL BUDGET: $100 MILLION

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MEDIA BREAKDOWN
INTERNET Internet is the most valuable medium for our audience. Nissans online presence gives millennials countless opportunities to interact with the brand. Commercials, page takeovers, traditional banners and audio clips on websites anchor our online presence. Placement is based on our audiences passion points. These sites provide a wide reach and consistent flow of Nissan messaging: Hulu, Pandora, ESPN, NBA, metacafe, dailymotion, Yahoo movies, and Internet Movie Database (IMDB). MAGAZINE We are consistently running ads in magazines with a youthful, multicultural circulation. This medium creates an association between Nissans brand and millennial passions. We are running a variety of inserts and full-page ads in the following magazines: American Baby, Baby Talk, New Parent Magazine, Brides, Bridal Guide, Martha Stewart Wedding, Offical Xbox Magazine, Game Informer, PC Gamer, Wired, Cosmopolitan, Teen Vogue, Glamour, Ebony, Jet, Sports Illustrated, ESPN, Maxim, Spin, and Rolling Stone. EVENT SPONSORSHIPS Our research shows that event sponsorships are important because our audience makes significant purchase decisions based on engagement. We will reach millennials at events that connect with passion points throughout the campaign. OUTDOOR Outdoor media is heavily concentrated in campaign peaks and reaches our audience while theyre highly receptive to our message. Billboards run throughout the year in chosen cities, with only transparent boards in June and July on city outskirts. The selected cities are those with high multicultural millennial populations and heavy traffic: Dallas, Houston, Los Angeles, New York, Chicago, San Diego, San Francisco, Seattle, Washington D.C.. Semi-trucks reach our audience while they are traveling on the road in regions heavily populated with our audience: Southwest, Southeast, Northwest, Northeast. Billboards are a 25 showing in all months except for the second peak, when they are a 50 showing. RADIO Radio communicates with millennials during the first peak and correlates with transparent billboards running during that time. Traditional radio reaches our audience while they are receptive to our message in their cars. Radio is running on Hip-hop, Top-40, and Alternative music stations in the same cities as billboards. TELEVISION Television provides in-depth story-telling power for our campaign; immersing millennials in Nissans brand message during important peak months. Television is a top media choice for our audience, especially African-Americans.

$100 MILLION

Ads will run on sports programming and African-American sitcoms on network television. We are also placing ads on our audiences top-viewed cable channels: MTV2, Adult Swim, Black Entertainment Television (BET), Style, ESPN, and soccer on Univision and Telemundo. This media plan follows the millennial journey and challenges constraints of traditional media to maximize Nissans influence on our audience.

Outdoor Online Magazine Production Events

BUDGET KEY

Non-traditional Broadcast Television

CAMPAIGN EVALUATION We will evaluate the campaign as a whole to ensure that we have gained top-ofmind awareness and shifted brand perceptions among multicultural millennials. Through quarterly surveys and monitoring sales patterns among our audience, we will evaluate success throughout the campaign. This consistent attention will enable us to resolve any potential problems that could arise. In addition, each tactic will be evaluated on its own so we continue to evolve with our audience and the technology that they use.

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This isnt just a campaign, its a story. Its a compilation of observations and insights. Its an expression of the deep understanding Nissan and our audience share. When we shed light on the millennial mindset, were shedding light on Nissan. This isnt simply marketing. Its a reminder. A recommitment to who Nissan is, who Nissan was, and who Nissan will always be. We are never idle is a realization. Its a rally cry. As Nissan continues to embrace their youthful zeal, theyll discover more and more connections with their audience. This isnt just lasting favorability. Its a lasting relationship. Our campaign is neither the end, nor is it the beginning. Its a memento, to both millennials and Nissan:

KEEP SHIFTING, TOGETHER.

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CREDITS
strategy
STRATEGY RESEARCH Edelman and Strategy One: The 8095 Exchange: Millennials. Their Actions Surrounding Brands, and the Dynamics of Reverberation; 8095 Live; Capgemini: Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and Business Models 2011; New York Times: What Is It About 20-Somethings? 2010, mobiThinking CREATIVE EXECUTION SOURCES Vimeo: Andreas Hohmann, Faroe Islands 2010; Daniel Mercadante, Will Hoffman, and Julius Metoyer, Losers; Daniel Mercadante, Will Hoffman, and Julius Metoyer, Words; Ross Ching, Clara Falling into the Water; Generation We, Generation WE: The Movement Begins; The Theory, Address is Approximate; Tommy Petroni, YOUTH; Jon Zombie, Dubstep Academy; Rylee Jean Ebsen, Letting Go of Leo; Salazar, Lifetime Collective Spring/Summer 2011; YouTube: chaosronnie, Graduation Throwing Hat; utahpeoplepost, Utahs Latino Youth: Good Enough to Educate; Getty Images: 104503952, 117147562, 135582881, 78073119, 128085197, 81714973, 83650899, 88288236, 114837476, 128433938, 140465151, 10197262/ courtesy of Getty Images; Speedpro Signs; Apple Inc DEMOGRAPHIC RESEARCH MRI Plus Mediamark Reporter: Fall 2010 Media Demographics-Respondent-RaceBlack/African American; Fall 2010 Media Demographics-Respondent-Race-Hispanic; Fall 2010 Media Demographics-Respondent-Race-Asian; Fall 2010 Media DemographicsRespondent-Generation-Millennial; U.S. Census: Fact Finder 2010; 2010 U.S. Census Brief-The Black Population; 2010 U.S. Census Brief-The Black Population; 2010 U.S. Census Brief-Asian/Pacific American; 2010 U.S. Census Brief-The Hispanic Population; Media Audit Crosstab Reports: Fall 2010 Media Demographics-RespondentGenerations-Millennials-Non-White Adults Ages 18-34, 2010-2011; Fall 2010 Media Demographics-Respondent-Generations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/Van/Truck/SUV-Race-Hispanic 2010-2011; Fall 2010 Media DemographicsRespondent-Generations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/ Van/Truck/SUV-Race-Black 2010-2011; Fall 2010 Media Demographics-RespondentGenerations-Millennials-All Adults Ages 18-34 AND Plan Buy-New Car/Van/Truck/ SUV-Race-Asian 2010-2011; Nielsen: State of the African American Consumer, 2011; A Snapshot of Hispanic Media Usage in the US, 2010; Public Policy Institute of California: Californias Digital Divide 2011; USA Today: For Minorities, new digital divide seen 2011; Pew Research Center: Millennials: A Portrait of the next generation 2010; The Millennials: Confident. Connected. Open to Change 2010; Business Insider: Why Is Twitter More Popular With Black People Than White People? 2010; TV By the Numbers: 2011-12 Season: Fox Still On Top In 18-49 Ratings 2012; YouTube, LLC: Reaching Your Audience on YouTube; Demographics; Edison Research: Twitter Usage in America: 2010; Adology: Media influence on consumer choice-Auto Care 2009; Media influence on consumer choice-Automotive 2009; Special report-advertising impact in a soft economy 2009; Digital media influence-mobile marketing in the US 20102011; Industry marketing insights-dealership service departments 2011/2012; Industry marketing insights-Auto dealerships 2011/2012; NSAC Auto Brands Being Considered; NSAC Auto Brands Owned; Auto buyers forecast-new car buyers 2011; Auto buyers forecast-Nissan 2011-2012; digital media influence-Social media influence 2010-2011; Auto buyers forecast-used car buyers 2011 MEDIA RESEARCH SRDS Consumer Media Ad Source; Clear Channel Outdoor Rate Card 2010; SXSW Marketing and Exibitions Kit 2012; Pandora Media Kit; ComScore; Interstate Fleet Media COMPETITOR CASE STUDIES Toyota: Conill-Somo Muchos Case Study 2011; Campaign Live APG Creative Strategy Awards-Volkswagen website relaunch by Tribal DDB London 2009; Tri-State Defender Toyota flashes no-go signal to use of Black Press to thank African-American consumers 2011; Microsoft news center Microsoft and Toyota Announce Strategic Partnership on Next-Generation Telematics 2011; Toyota.com Overview of Toyotas Diversity Initiatives 2012; The Collective Toyota nails it again: Marketing to a generation 2011; Pressroom-Toyota New Toyota Advertising Campaign Reminds Consumers Why Its the Best-Selling Brand in America 2011; Honda: Corporate; Diversity Programs-Battle of the Bands, Campus All-Star Challenge; Corporate Sponsorship; Philanthropy; Foundations; Community Involvement; Great Ads Good Reasons Online and TV Ad Campaign with Patrick Warburton 2011: Other: AKQA, Fiat Eco:Drive How focusing on behavior change led to a ground-breaking innovation in the global car market 2011 PRIMARY RESEARCH Interviews with 26 students, friends, community members, and professors Cultural immersion experiences: observations in restaurants, watching films, reading literature, and attending meetings of the Black Student Union. Focus groups with 16 ethnically diverse millennials 25 Dealership visits in 7 different cities and 3 different states. Diversity workshop with a University of Oregon multicultural outreach specialist

JULIE BASQUE director of content RACHELLE DIGREGORIO director of strategy KRIS CANTRELL strategist & writer CATHRIONA SMITH strategist

media

MAGGIE DIERINGER media director MERISSA LATHROM media director CHELSEA COLEMAN media planner MITCHEL KUHN media planner RAFAEL RAMIREZ media planner

creative

GABRIELLA NARVAEZ creative director MACKENZIE WALEN project manager MALAEA RELAMPAGOS art director NICKOLAUS SUGAI writer DAVE KORANDA advisor

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