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Once upon a campaign, a group of devoted individuals embarked on a creative journey. The challenge at hand was lofty: create a fully integrated campaign for Nissan that will increase muticultural millennial market share among African American, Chinese, and Hispanic segments. Cedar banks rose to the occasion, realizing that simple modifications to the current Nissan campaign would not suffice. Innovation for all is falling on deaf ears, preached to a target that does not view Nissan as an innovative brand. They are instead turning to the competition, settling for generic car features far inferior to Nissan. The question becomes why? Why is Nissan, an automotive manufacturer that has everything the target craves, being dismissed so quickly? More importantly, how can we change this perception and translate it into sales? After extensive research, we identified opportunities to strike up a conversation with multicultural millennials and set Nissan apart from the competition. Frankly, our target is bored. Automotive manufacturers have many opportunities for great advertising, but few often achieve resonance and opt for the safe route instead. Our target has seen the standard rolling shots of cars before, and theyve made it clear. This bland approach will not change their opinion about a vehicle, let alone make them consider a purchase. They want to be taken on a journey: to be told a story while witnessing what a vehicle can actually do. Despite failed advertising attempts, vehicles are still selling and positive associations with certain brands still exist. We found that the target is relying on word of mouth. Their perceptions of automotive brands stem from friends and family members, not advertising. Nissan strives to be innovative with every decision they make and this is evident when anyone gets behind the wheel of a Nissan vehicle. In order for our smart and savvy target to believe this claim, they need more than just a brands promise: they need to be educated on Nissans innovative features, they need to experience the vehicle first hand, and they need reassurance from friends and family. Our campaign will accomplish all of this and more. By immersing the target in stories of innovation and encouraging them to interact with the brand in every execution, Nissan will finally be recognized as the innovative company it is. This recognition coupled with promotions and events designed to get the target into Nissan vehicles will ultimately drive sales, increase multicultural share, and make Nissan a household name.
Table of Contents
02 RESEARCH
03 RESEARCH OVERVIEW 06 TARGET PROFILES
22 DIGITAL
27 MEDIA 32 EVALUATION
{Research}
Research Methods
With such a diverse target market, we knew standard research models would not suffice. We had to be flexible: to first identify who the target was and then take further action based on responses from every stage. We began with a research base, grounded in surveys and extensive secondary research. With an idea of the targets vehicle preferences, media consumption, and everyday lives, we began to develop more specific questions. New research tactics were utilized in order to answer questions from the previous stage. Along the way, an interesting pattern arose. While the next step in research provided answers, it also spawned a new set of questions. We decided to continue along this path, constantly questioning and inventing new tactics in response. Once we had a firm grasp on the target, Nissan, and the intersection of the two, three different campaigns were formulated. Each campaign was evaluated by members of our target, and input from the target was utilized in order to create one powerful, relevant campaign.
Surveys
Waiting on Kyle for this. Whoop whoop. Party. Some awesome survey stats will eventually go HERE: Well this is awkward Why are you still reading blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah Yeah. Still nothing here. Sorry to dissappoint! Fact. 100% of people will probably read to here
THERE WERE MANY SIMILARITIES PER GROUP. STARTED TO REALIZE THAT MAYBE WE SHOULD VIEW IN TERMS OF COMMONALITIES INSTEAD OF THEIR DIFFERENCES.
Research }
Focus Groups
Who is our target beyond the numbers? How do they feel about the Nissan brand? How do they feel about the actual vehicles?
Once a research base was established, our focus shifted. We wanted to gain an understanding of the demographic that went beyond basic, superficial statistics. To achieve this goal, Cedar Banks conducted focus groups with all three segments of the target. Through this process, we were able to uncover information specific to the target segments, as well as many commonalities crucial to address in our campaign. Chinese, African American and Hispanic segments alike expressed that they are portrayed unfairly in the media. They crave to be acknowleged as human beings, not as multicultural segments. With that being said, they dont need to be inundated with stereotypes in advertising. Our target is much more receptive to subtle cultural cues and details. In fact, the commercials with the highest unaided recall were those with no blatant multicultural ties whatsoever. Another finding that could not be ignored was the targets sensitivity to storylines. All segments wanted to be taken on a journey, and advertisements that failed to live up to this expectation were berated.
Key Findings
Prefer story lines in advertising over straight selling, specifically action-packed spots that were fun to follow Feel as though they are unfairly portrayed in the media Want to be acknowledged as multicultural, but not through blatant targeting Notice subtle cultural details, reinforcing the idea that advertisers do not need to blatantly advertise a multicultural target View the current Nissan campaign as unrealistic and irrelevant Are aware of Nissan as a brand, but feel no connection to it whatsoever Are unaware of Nissans product line, vehicle features and benefits Look for cars based on a specific set of features
Given that Nissan spots have some elements of story telling, we expected a positive reaction to current advertising efforts. Our target, however, was unresponsive. It became apparent that the vehicle cant simply be dropped into a story. The target wants to see what a vehicle can actually do for them. A marriage of storylines, vehicle features and brand benefits has to exist in order to speak to this target.
New Issues
Throughout the focus groups, a theme emerged. When asked about Nissan, the target knew Nissan to be an automotive manufacturer. Those who have had experience with the brand spoke highly of Nissan; those who havent, however, had no knowledge of the product line, features or benefits. Furthermore, if they havent actually been in a Nissan, they do not view Nissan as a innovative company. This was not the trend for all car brands. Members of our target did not need hands-on experience to view brands such as Ford, Chevy, Honda, and Toyota favorably or rattle off vehicle features. If a friend or family member trusted the brand, our focus group participants did as well. New questions arose as a result. Why is there no real attachment to the Nissan brand? Why are other brands favored over Nissan? Why is there the disconnect between the target and the vehicles? How does the perception of Nissan change when you have the target interact with the vehicles? Solutions to these daunting dilemmas would be provided by our next steps.
Why are other brands favored over Nissan? Why is there no real attachment to the Nissan brand?
TOYOTA: Moving Forward Leverages green marketing with a platform of five hybrid vehicles (one plug-in) Targets the millennial demographic with advertising that reflects the modern dance-club culture Viewed as an environmentally and fiscally responsible purchase FORD: Go Further Actively promotes a wide variety of television and event sposorships Affordable, feature-packed models rate high with college and postgrad consumers Focuses strongly on capabilities of their Microsoft partnered Ford Sync technology CHEVY: Chevy Runs Deep Markets self as homegrown and part of the American culture Known for dependability and utility Reaches out to target demographics via social media campaigns and green marketing HONDA: The Power of Dreams Acknowledged for extensive lifespans and reliability Growing market share growth in compact vehicles Current advertising techniques target upper-aged millennials HYUNDAI: New Thinking. New Possibilities Fastest growing auto manufacturer for the past two years straight Marketed as an affordable luxury vehicle line
Strength
Innovative features
Weakness Threat
Opportunity
To gain favor with our target, Nissan should keep the current Innovation for All theme. Innovation is what sets Nissan apart and is Nissans niche in a cluttered market; This innovation, however, needs to be presented differently. Current advertisements highlight all the innovative features as a montage. A better angle is to feature innovations the target segments actually care about. Nissans main strength pairs so well with the targets demands that it would be foolish to ignore such an opportunity. If presented in a creative manner with an innovative flair that only Nissan can provide, the threat from other automotive brands will be minimized.
In-Depth Interview }
Once in a Nissan, they loved i! Need to get them in the car. Talk about dealership problems here.
Why is there the disconnect between the target and the vehicles? How does the perception of Nissan change once the target interacts with the vehicles?
Why does a brand that they havent interacted with become part of the evoked set? We asked about their favorite car brand. Always had an answer, but it wasnt because they found the brands to be cool or desirable walking around the lot. Again, it was because family and friends talk about them or have owned them. The goal becomes HOW DO YOU GET FAMILY AND FRIENDS TALKING ABOUT NISSAN. NEED TO ENCOURAGE A CONVERSATION BETWEEN NISSAN, THE TARGET, AND THOSE AROUND THE TARGET. This is how you sell a Nissan.
The Target }
African Americans
The African American segment of the target feels that their cars are a reflection of themselves; therefore, they select cars they can tailor to their personalities. When considering a vehicle, their main concerns include fuel economy, style, price, safety and warranties, and they gravitate toward sedans. Because they are price-conscious, brand loyalty is not a deciding factor for this segment. Due to a general distrust of dealerships, the African American segment looks to family and friends when purchasing a car. Family has a huge influence over how they interact with brands and purchase vehicles. Additionally, they are social media savvy, and their purchase decisions are heavily influenced by the Internet and word-of-mouth.
Even though there were many commonalities between target segments, we couldnt help but notice that feature preferences for each segment were very distinct. Information acquisition differs slightly per segment as well.
Hispanic
The Hispanic segment values strength and durability in their vehicles. Other primary factors in their automotive purchase decisions include price, speed, safety and exterior styling. They value customization and believe that everything from exterior color to audio systems can make a car unique. Research shows they are particularly drawn to trucks,SUVs and sedans. Although this segment is brand conscious, they are not brand loyal. The Hispanic segment weighs many alternatives before purchasing and seeks the advice of family before making a decision. Word-ofmouth plays a large role in the way they acquire information, and their primary trusted source of media is the Internet. They consume both in-language and mainstream media, but are most likely to consume in-language when at home.
Chinese
The Chinese segment values quality over price. They have a higer disposable income than the other target segments and are willing to spend extra on a brand name product. They stick to brands they like, but will switch for novelty and change. Fuel economy, safety and interior styling are identified as musthave features for this segment. Above all, the target seeks smaller vehicles with a sleek, modern body design when making purchase considerations. The internet is a trusted source for information; however, family plays a major role in the decision making process. They are techsavvy, especially when it comes to mobile technology.
Innovation is seeing where the future is going. The future... it's not just black, white, asian; it's a unity, and soon that's what the world is going to be. And if companies see that and they embrace that in their commercials and their products and marketing strategies, then that's what people will look to.
Overview goes here. Needed a campaign that is feature driven, screams innovation, relies on stories, encourages a conversation about Nissan, gets everyone involved. Cedar Banks recognized that there was not one clear route to take. We challenged
What I like about this is that its unconventional in the way that when we look at our advertising its very sexualized. Theres a lot of violence sometimes. There are all these things that are very powerful. You guys are almost substituting that with cleverness. You see that and you say Oh. That is clever. Thats an attention grabber. Thats what I like about (campaign two). Its not offensive. I like the concept of it. I like it a lot
{Concept Testing}
Fairytales
{Creative}
Visual Style
Little Red Riding Hood April - July Goldilocks and the Three Bears August - November Snow White and the Seven Dwarfs December - March
Tone
Tagline
Chapter 1
{Print Ad}
Nissans print ads will strike up a conversation between the target and the brand. Innovative Nissan features will be paired with an excerpt from the traditional fairytale, demonstrating how the story changes once you add a Nissan. A link to the Nissan facebook page will
encourage members of the target to become more than passive readers. The Facebook page allows them to fully interact with the story by playing a game based off the print ad or by writing the ending to the new Nissan story on the wall. See the digital section to learn more.
{Commercial}
Execution Month/s
Each commercial will show a classic fairytale in which a Nissan vehicle assists the characters in their story. It will focus on the innovative features that are pertinent to our targets. Displaying the different features of a Nissan will enhance the fairytales, changing them with a little twist.
$ Price
Impressions Target
# Keywords
Campaign Key
$ Price
Impressions Target
# Keywords
{Pandora Banner}
Execution Month/s
Our pandora banner ads will bring an additional interactive component to our fairy tales while showcasing Nissans top of the line navigation system. By clicking on either characters hand, the target will be directed to the Choose Your Own Ending YouTube page, described later in the digital section.
$ 1,500,000
300,000 African American, Chinese, Hispanic
$ Price
Impressions Target
# Keywords
# Keywords
Chapter 2
{Print Ad}
{Commercial}
August - November
$ Price
Impressions Target
# Keywords
{Elevator Wrap}
Execution Month/s
To unexpectedly capture the attention of our target, elevator wraps will be placed within the top ten U.S. cities where our target lives. Not only will this place members of our target into the story, but it will also give them a chance to experience the highlights of the Nissan Rogues interior. Wraps will be placed in malls, universities, hotels, and other places the target frequents. $ Price Impressions Target
$ $1,375,000
50,000 African Americans, Chinese Americans, Hispanic Americans
# Keywords
# Keywords
{Heisman Promotion}
August - November / January
Building upon the success of the Heisman House campaign, Nissan will sponsor Heisman Fairytale Moments: video montages of Heisman winners. These videos will play on the JumboTron during college football games at the athletes alma maters. Videos will show their favorite memories and accomplishments of their football career.
$ 52,000
800,000 Primary: African American Secondary: Chinese, Hispanic University of Michigan Desmond Howard University of Texas Ricky Williams University of Georgia Herschel Walker University of Miami Gino Torretta University of Southern California Marcus Allen Auburn University Bo Jackson University of Houston Andre Ware Oklahoma State University Barry Sanders
# Keywords The schools selected have both a high percentage of our target and a Heisman winner. The BCS National Championship Game video will feature a longer montage of all the winners mentioned to the right.
22-26. Snow White Chapter 3 December-March Snow White and the Seven Dwarfs
{December - March}
{Print Ad}
{7 Dwarf Driver}
Execution Month/s
Nissan Versas and Sentras, provided by local dealerships, will be placed in malls among the top ten highest populated Asian American cities in the country. These modified vehicles will have fully functional interiors and the windshields will be replaced with screens that will display a Snow White video game. In the game the target will compete against each other in a race to pick up the seven dwarfs in the fastest time. The driver controls the game using the cars actual steering wheel, gas and brake pedals. Outside of the cars there will be a projection screen showing each players view during the game to the public. Popup displays positioned around the vehicles will provide additional information for those waiting in line. Two cars will be placed in two malls located around the targeted cities. This virtual experience will appeal mainly to the Chinese American segments, who value technology the most and spend the most time playing video games, according to research. The game will also appear at the Consumer Electronics Show in Las Vegas and the Game Developers Conference in San Francisco.
{YouTube Takeover}
Execution Month/s
Through our focus groups we found a general distaste for having to watch video ads before their youtube videos. Taking this into account, we created a flash display on the youtube home page. When visited, it will appear as though a large storybook is opening up to the site, leading the viewers eye to a simpler banner ad on the top of the homepage.
$ Price
Impressions Target
# Keywords
$ 798,000
8,478,583 Primary: Chinese American Secondary: African America, Hispanic
# Keywords
{Commercial}
December - March
$ Price
Impressions Target
# Keywords
{Digital Media}
{Social Media}
Social media becomes the hub of the campaign. Once immersed in traditional media, the brand events, etc, they are encouraged to actually INTERACT and add to the Nissan story.
YouTube/Hulu
Our ads on Hulu will further immerse the target in our fairy tales by giving them the option of choosing their own adventure. This interactive component will allow our target to explore and learn more about the Nissan features that interest them most.
This virtual pinboard is quickly becoming a popular way for female members of our target to share anything they find interesting with their friends and followers, with 18-29 year olds making up roughly a third of all users. To capture the attention of users within our target, the Nissan Pinterest profile will include stills and behind the scene shots from our commercials as well as pictures of Nissan Vehicles. Over time, Nissan will post the pictures of the latest models, concept cars, pictures from auto shows and other Nissan events for users to view and share.
$ 200,000
1,000,000 Chinese, African American, Hispanic
# Keywords
With over 800 million users, Facebook is a great medium to reach potential Nissan drivers. Print ads will encourage readers to become active participants by continuing the story on Facebook. This opens an active conversation between the consumer and company, allowing for insightful, interactive feedback.
Facebook Game
Members of our target will get the chance to finish the story through an interactive adventure game, featured on the Nissan Facebook page. Players will choose one of the core vehicles to drive in this virtual journey towards a happy ending. Each story will have its own unique setting and set of challenges. To reach the end goal in the fastest time, players need to choose their vehicles carefully since each one has different strengths. For example, the pathfinder holds more passengers, but travels slower where as the Altima is the fastest, but carries less passengers. To create word of mouth about the Nissan Facebook page, players will get a score boost when they tag their friends as passengers on their trip.
$ 200,000
1,000,000 Primary: Chinese | Secondary: African American, Hispanic
# Keywords
#IfThereWereNissan #IfThereWereNissan
{Digital Media}
Mobile App
The Nissan USA app will get a fresh look and simple design including scrolling images of vehicles on the home screen and a streamlined menu. In addition to the news currently provided by the app, we will showcase vehicle innovations in an easy-to-process format.
{Dealership}
To create a more comfortable and interactive dealership experience for our tech savvy target, iPads located on stands next to each core model will provide specific vehicle information tailored to the needs of the individual. An exclusive dealership app on the iPad will present the shopper with a list of questions that will pinpoint the right car for them based on the qualities they find important. These iPads will be placed in 20 Nissan dealerships in cities with a high population density of our target. Once their ideal car is found, they will be able to take a closer look at innovations and view additional information about their selected vehicle. Sales people will be able to use the iPads when talking with a customer to go over pricing and other details. Consumers will also have the option to request a test drive. If requested, a sales person will be notified electronically. After the test drive, consumers will be able to use the iPad to rate and share their test driving experience with friends on Facebook for a $5 gas card. Research shows that the target uses Social Media to seek out new information, as well as to support their favorite brands. The theme displayed on each iPad will change to coincide with each story.
$ 128,895
1 million+ African American, Chinese, Hispanic
# Keywords
{Media Justification}
{Media Justification}
Flow Chart
Promotions fkjdfk kjdf;a kdjfa; dfkjdio kdfji kjfia kdjfiea Magazines $26,000,000 Websites $7,500,000 Television $33,000,000 February March April May June July August September October November December January Total Cost
Outdoor Billboard $3,500,000 Alternative dkjfakf dkjfa kdfj;a dkfja; dkfja; dkfja dkfja; djkal; djkfa;l dkf;a dkjfa;
Media Budget
Television
Network Choices We choose the top networks on primetime television ... Future Television shows New shows are premiering every season and we believe it is important to take advantage of this opportunity. Therefore, we will monitor new television show premieres for popularity and budget for our commercials to be showcased.
CBS 3.2 NBC 2.7 ABC 2.4 FOX 3.3 CW 0.8 Frequency Share Rating 8 9 6 3.3 4 26.4 1.3 GRP Cost/Spot
TV SHOWS Day Part Spot Chinese American Glee Tuesday 8-9PM :60 8 Vampire Diaries Tuesday 8-9PM :60 House Monday 8-9PM :60 African American Person of Interest Thursday 9PM NCIS Tuesday 8PM Criminal Minds Wednesday 9PM :60 :60 :60
8 8 8 8
2.4
$267,141 10.4 $54,016 19.2 $ 183,298 $174,574 $154,646 $128,487 $203, 078 $135,350
7 14 8 8 7
Hispanic American Greys Anatomy Thursday 9-10PM :60 8 CSI Wednesday 10PM :60 8 In language
Magazines
Overall Modern Family Wednesday 9PM :60 8 12 4.7 96 $248,388 How I Met Your Mother Monday 8PM :60 8 10 3.4 41.6 $168,829 Family Guy Sunday 9PM :60 8 5 2.5 27.2 $264,912 Big Bang Theory Thursday 8PM :60 8 16 5.6 20 $198,348 The Office Sunday 9PM :60 8 6 2.3 18.4 $191236 Total Ad Size Cost/Ad Rate Base GRIMP Frequency Chinese American Allure Spread $2,86,058 1,075,000 4,300,000 4 Game Informer Spread $361,168 3,500,000 14,000,000 4 Spin Spread African American Ebony Spread $131,478 1,250,000 5,000,000 4 Vibe Spread $58,800 300,000 1,200,000 4 Sports Illustrated Spread $883,800 3,150,000 12,600,000 4 Hispanic American People En Espanol Spread $149,200 540,000 2,160,000 4 TV Y Novelas Spread $72,000 300,000 1,200,000 4 ESPN Deportes Spread $21,840 65,000 260,000 4 Overall People Spread $611,800 3,450,000 41,400,000 12 Time Spread $640,200 3,250,000 39,000,000 12 CQ Spread $313,188 925,000 11,100,000 12 ESPN Spread $511,636 1,650,000 19,800,000 12 Cosmo Spread $488,200 3,000,000 36,000,000 12 CPM Total Cost $1,144,232 $1,444,672 $788,868 $235,200 $3,535,200 $895,200 $288,000 $87,360 $3,670,800 $7,682,400 $3,758,256 $6,139,632 $5,858,400
$2,372,303
Websites
Type of Ad Months IMP/Mo. GRIMP Budget Allocation Chinese American $1,350,000 8asians.com Banner 12 111,380 1,336,560 money.cnn.com Rich Media 12 161,332,016 1,935,984,192 IGN.com Banner 12 26,500,000 318,000,000 Afican American $1,350,000 TheRoot.com Rich Medi 12 13,500,00 162,000,000 Eurweb.com Banner 12 863,004 10,356,048 Bossip.com Banner 12 4,690,083 56,280,996 Hispanic American $1,350,000 Myspace.com Banner 12 49,050,766 588,609,192 Univision.com Rick Media 12 367,000,000 4,404,000,000 AolLatino Banner 12 3,000,000 36,000,000 Overall $2,100,000 Hulu.com Banner 12 36,937,945 443,255,340 ESPN.com Banner 12 319,408,531 3,832,902,372 HuffingtonPost.com Rich Media 12 653,566,236 7,842,794,832 Youtube.com Rich Media & Banner 12 2,007,504,257 24,090,051,084 IMDB.com Banner 12 107,227,008 1,286,724,096 Online Radio $1,350,000 Pandora.com Banner 12 127,118,210 1,525,418,520 Spotify.com Banner 12 409,604 4,915,248 iheartradio.com Banner 12 210,800 2,529,600
Alternative
CHANGE THIS
Impressions Total Impressions Promotions Cost Reach trailer 1,500,000 300,000 Virtual Car 798,000 8,000,000 3 Bear Dare 1,300,000 50,000 Twitter 1,800,000 10,000,000 Scholarship 45,000 1,000,000 Heisman 52,000 800,000 FB Game 200,000 1,000,000 App 650,000 500,000 Ipad Dealership 128,895 1,000,000 Totals 6,473,895 22,650,000
Cost
Total Cost
State City Total Impressions Total Cost California San Francisco Illinois Chicago New York New York City Florida Jacksonville $90,000 $ 448,800 $ 2,160,000 $ 33,600
{Evaluation}
Concept Testing
Need to type up Here is a quote about how awesome our target thinks our campaign is And another one. BLAH BLAH BLAH BLAH Heres another one! Man, were good And yet another one. Yada yada yada yada yada
Campaign Evaluation
The following measures will evaluate the effectiveness of campaign executions, media placements and promotions: Neilsen Evaluates campaign region frequency for television spots, online ads and mobile app. Google Analytics Provides Website information through tracking, recording and displaying the behavior patterns of consumers allowing businesses to create better targeted advertisements. Klout Monitors tweets and hashtags for brand influence. SEO Moz Tracks keyword rankings, provides traffic information and analyzes site content for SEO errors. Dealership Surveys Monthly surveys to be filled out by salespeople in our key geographic areas to track the amount of test drives and vehicle purchases amongst our target.
Executive Board
President: Vice President: Creative Director: Creative Director: Media Director: Media Director: IMC Director: IMC Director: Research Director: Research Director: Research Director: Faculty Advisor: Heather Wargnier Lauren Karas Brett Ekblad Emily Misko Shelby Veldman Allee Anderson Mark Miotto Andrew Soave Kyle Snarski Vicki Zou Andrea Rupe David Regan
Creative Team
Matt Briede Ryan Fetters Sean Francis Hillary Gawlik Peter Hanley Noelle Kirchmer Lukas Miller Cody OConnell Christian Ross Robert Smith Mike Smiy
Media Team
Sean Deady Courtney Loomis Kelsey Maccombs Patricia Nelson Maggie Phelan Johnny Sklut Mike Zalewski
IMC Team
Kelly Dunnigan Justin Feng Elizabeth Todd
Special Thanks
The Department of Advertising, Public Relations and Retailing Dr. Jef Richards, APRR Chairman Richard Tibbals The Associated Students of Michigan State University