MAKEYOURMOVE

BUTLER UNIVERSITY

1MAKE YOUR MOVE

TABLE OF CONTENTS

EXECUTIVE SUMMARY

SWOT

COMPETITIVE AND AUDI-ENCEANALYSIS

MCM CAR PERCEPTIONS

TOP DMAs

CAMPAIGN STRATEGY

THE CAMPAIGN

PRINT ADS

ONLINE ADS

BROADCAST AD

AMBIENT ADS

MICROSITE

PARTNERSHIPS

PR EVENTS

SOCIAL MEDIA

ONLINE

PROMOTIONS

DEALERSHIP EXPERIENCE

WORD OF MOUTH

MEDIA BREAKDOWN

MEDIA SCHEDULE

MEDIA PLAN

CONCLUSION

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Execute: The Big and Bold

Multicultural Millennials• 18-29 year old Hispanics, Asians and African-

Americans• Optimistic, but realistic• Pursue change, novelty, challenge, and

adventure, but still respect traditions and customs

• Independent thinkers that are still open to suggestions from peers and elders

The Right Position • Nissan is a bold, innovative, vibrant brand

that MCMs can relate to. From the daily to the spontaneous, Nissan is along for the journey.

Creative Masterminds• MCMs are the heart and soul of Make

Your Move campaign. With a focus on the passions, lifestyles and traditions of MCMs, the campaign treats the audience as a peer, cutting through the clutter of traditional automobile advertising

Who We’re Talking toThe Lowdown• Make Your Move creates a brand image and

identity that drives Multicultural Millennials (MCMs) to purchase a Nissan

• This innovative, passionate, and candid campaign builds Nissan’s multicultural market share

Oh, the Inspiration• Buzz is the mantra. Make Your Move is an

interactive conversation-starter, giving MCMs something to talk about

• The campaign engages MCMs across a variety of platforms, creating a lasting relationship with Nissan

• MCMs are connected—leaving Nissan with the perfect opportunity to engage in their digital and physical communities

introductionIt’s Time to Make Your Move

Executive Summary

2 MAKE YOUR MOVE

researchHow We Measure Up

StrengthsSWOT Analysis

Communication with MCMs•ImpressivecommunicationwithMCMshasalreadybeenestablished. In fact, Nissan ranks 3rd in total multicultural share.Diverse Product Offering•ThediverseNissanproductofferingcanbecustomizedto match almost any consumer’s needs.Innovation•NissanandMCMsbothshareanaffinitytoinnovation.

WeaknessesBrand Image and Identity•Nissaniscurrentlylackingastrongbrandimageand overall cohesive identity.Consumer Reviews•Nissanautomobilesdon’talwaysreceivefavorableconsumer reviews.Who’s Nissan?•Nissanisnottop-of-mindamongMCMs.

ThreatsFierce Competition•ToyotaandHondaposeasextremecompetitionbecausetheyarethe leaders in the automobile industry and multicultural segments.Cutting Through the Clutter•Theindustryalreadyhasanoversaturatedadvertisingenvironment.

OpportunitiesInnovative Mobile Technology•MCMs’fast-pacedlifestylesrequiremessagingthatallowsthemtoaccess information when and where they want it.Communities•Communitiesarepresentinthedigitalspace.Bycreatingphysicaland digital communities, MCMs feel connected wherever they go.A Car is Not Just a Car•AcarisnolongerjustameansoftransportationforMCMs.It’sless about the insides of the car and more about the memories MCMs create.Quality and Value•BecausesmartspendingisimportanttoMCMs,itisnecessarytohighlightthatNissanisaqualitycartheycanaffordandenjoy.

3MAKE YOUR MOVE

research

Due to the similar styling, product offerings, price, and target audience, Honda and Toyota are Nissan’s direct competitors.

Honda:• Efficientgasmileage• Affordable• Reliable • Stylish/Trendy/Futuristic

Competitive Analysis

Toyota:• Affordable• “Aboxwithfourwheels”• Reliable• Stylish/Trendy

Nissan:• Differentthanthe“norm”• Stylish• Standard cars with

customizability options

Multicultural Millennials... huh?

ONLINE FOCUS GROUP INSIGHTS

Audience Analysis

I’ll let people give me advice, but that doesn’t mean I do exactlywhattheytellmeto.

I might live in my parents’ basement right now, but it’s only temporary. I’ve got plans.

My education and job are important to me, but I’d muchratherbeoutexploringthe city with my friends.

What inspires me?Discovering new perspectives through arts and sports events.

While I like to splurge on my must haves, for the most part I shop smart and look for my closet basics at a relatively low price.

I crave connections... ...to the Internet ...to my community

Case Study Findings

Focus Group Findings

Secondary Research Findings

The research data proves it.Thereactuallyisn’tasignificantdifference among the different segments of MCMs when it comes to most of their attitudes and behaviors. Because of this, the Make Your Move campaign targets MCMs as a whole by creating an overarching individual that represents all segments, genders and ages within the original target audience.

Sorry, I can’t come to the music festival with you guys this weekend. It’s my parents’ 25th anniversary.

research

4 MAKE YOUR MOVE

researchMCM Car Perceptions

What’s Your Dream Car?

New technology and customizability draw MCMs in, but ultimately they will buy the car with the most bang for their buck.

“The car ends up doing more than taking me from point A to point B. It creates memories, sprouts friendships, blooms relationships, and puts one hell ofagrinonmyface.”-Lee

“The reason I look for comfort in my car is because after a long stressful day at work and having to think about the long commute home, I’d want tobeasrelaxedaspossiblein my car while in the middle oftraffic”-Ryan

Being eco-friendly is important to MCMs, but they can’t afford a completely green lifestyle or car right now.

The high cost of a new car can sometimes scare MCMs away, but they aspire to be able to afford one in the future.

A car does not defineanMCM.“Price and reliability. I am looking for

something that I can afford, in addition to something that will safely get me to wherever Iamgoingonadailybasis.”-Amanda

Case Study Findings

Focus Group Findings

Secondary Research Findings

5MAKE YOUR MOVE

researchNew York, NYLos Angeles, CAChicago, ILPhiladelphia, PADallas, TXSan Francisco, CABoston, MAWashington D.C.Atlanta, GAHouston, TXDetroit, MISeattle, WAPhoenix,AZTampa, FLMiami, FLDenver, COSacramento, CASt. Louis, MOPortland, ORCharlotte, NCIndianapolis, INBaltimore, MDSan Diego, CASalt Lake City, UTMilwaukee, WICincinnati, OHSan Antonio, TXBirmingham, ALLas Vegas, NVAustin, TXLouisville, KYBuffalo, NYNew Orleans, LATucson,AZAmes, IA

Top 35 MCM DMAs01 02 03 04 05 06 07 08 09 10 11 12 13 1415 1617 1819 20 21 2223 24 25 26 2728 293031 32333435

Where Do MCMs Call Home?

6 MAKE YOUR MOVE

The Big IdeaBranding

Make Your MoveVibrant, young, creative, innovative.Nissan is innovative, there’s no doubt about that. Make Your Move is the vehicle that drives this innovation in MCMs’ lives. Make Your Move inspires them to create innovation, and Nissan is along for the ride.

Subtle, bold, confident, clear.Let’s be real…Information is what MCMs value, and they’re tired of the lecture approach. Make Your Move gives it up front in a friendly way. Nissan helps MCMs move forward on each individual journey, without looking back.

Talk to MeVoice

A take on turquoise, tangerine, and granny-smith apple.MCMs are all about COLOR! It’s a part of their everyday routines—whether it’s the clothes they wear, the music they download, or the photos they takewiththeirbestbuds.MakeYourMovereflectsMCMs’colorfullifestylesinallexecutions.

Bold, BabyColors

Campaign Strategiescreative creative

7MAKE YOUR MOVE

The Big Picturecreative

MCMs make decisions, constantly.

Not big, life altering decisions, but everyday choices thatleadthemtothatnextbigstep.MCMslivelifeto the fullest and are hopeful about the future. So, what’s the recurring theme we see in their lives? Movement.

Make Your Move is an integrated effort that gets consumers moving forward in their lives. Make Your Move reminds MCMs that life is a game of strategy, and every day brings a thousand decisions: Do, don’t. Yes, no. Stay, leave. It doesn’t matter what they choose, they just have to make one.

Make Your Move uses a soft sell to build the lifestyle brand that speaks directly to MCMs.

The Campaign MAKE YOUR MOVE

8 MAKE YOUR MOVE

creative

Print AdsWe’ve all seen this ad: glamor shot of a car, positioned against a dramatic background with fancy copy. This doesn’t resonate with MCMs. MCMs want to picture themselves behind the wheel of a Nissan. In order to achieve this, Make Your Move print ads touch on what MCMs cherish the most: music, art, friends, relationships, and the joy of being young and optimistic. They don’t care about owningaflashycar;theywantacarthat’sreliableintheir ever-changing adventure called life.

The Glossies

MCMs surveyed in copy testing found the relationship-themed ad the most significant to purchasing a car. -Copy testing

creative

Experience the move at: makeyourmove.com

Note) This line is only for guidance of white transparent blocks.Therefore, when creating the actual material, please be sure to erase the line.

It wasn’t until he bought his Nissan Sentra with its automatic shifting CVT Transmission® that he fully understood the term:“smooth operator.”

MAKEYOURMOVE

Relationships

The {Brake}down...• BOXES: Each box captures moments that

happen along life’s journey. The empty boxes are moves that are yet to be made. The choices are endless.

• PICTURES: Genuine, unconventional snap-shots of life’s little moments.

• CALL TO ACTION: A simple reminder that more information awaits.

9MAKE YOUR MOVE

MAKEYOURMOVE

In a world that’s always on the go, who has time for hesitation? Not us.That’s why the Nissan Altima comes standard with Push Button Ignition. Keys? Please.What are you waiting for?

Experience the move at: makeyourmove.com

Note) This line is only for guidance of white transparent blocks.Therefore, when creating the actual material, please be sure to erase the line.

creative

Experience the move at: makeyourmove.com

Note) This line is only for guidance of white transparent blocks.Therefore, when creating the actual material, please be sure to erase the line.

Her head got pretty big when her first masterpiece sold for $5,000.Luckily, she drives an all-new 2012 Versa Sedan with the most head (and leg) room on the market.Smart move.

MAKEYOURMOVE

The Glossies

Something for Everyone Artsy

10 MAKE YOUR MOVE

creativeRaise Your Banner

Online AdsThese banner ads are not your typical, passive online ads. They are customized to each website anditsindividuallayoutasseenintheexamplewithwww.Vibe.com. The Nissan car drives through the top banner and then makes a sharp turn onto the side banner, complete with sound animation and flashy imagery. The banner ad captivates the attention of MCMs, thus cutting through the online clutter and showcasing Nissan’s innovative edge.Itallowstheaudiencetoexperienceanewkind of movement within a standard webpage. These ads physically represent movement, the central theme of Make Your Move.

creative

11MAKE YOUR MOVE

creativeTuned In

MAKEYOURMOVE

makeyourmove.com

This 30-second spot physically shows MCMs making their moves: in a car with their crush, playing basketball, and creating an art piece. The commercial embodies everything MCMs find important making for a relatable, enticing, and most importantly, memorable message. The bold imagery and bright colors found in all other creative efforts carries over into the commercial to be consistent with the campaign’s theme. By showing glimpses of life’s smallestmoments,settoSteveAoki’sracingdanceremix,this commercial leaves the audience breathless and itching to exploremore.

SteveAoki’s“PursuitofHappiness(DanceRemix)”isthebestfitforthecommercial,withitspulsingbeatand spot on lyrics. Aoki, an Asian DJ on the rise, is a headlining artist at PR events. MCMs hear this beat drop and just have to have this jam in their iTunes library.The Shazam mobile app icon appears in the corner of every frame during the broadcast commercials tohelpMCMsinretrievingthis“musthave”remix.Once Shazamed, MCMs are lead to the Nissan App, YouTube page, and other outlets to download, share, and interact with the song.

:30 Second Spot

12 MAKE YOUR MOVE

creativeAmbient AdvertisingMCMs are constantly on the go, but that doesn’t mean they don’t stop and catch their breath once in awhile. Whether they are resting onaparkbenchfromamorningrunorwatchingtrafficclutterthecitystreets, Make Your Move is present on bus and bench ads. Theseambienteffortsareanextensionoftheprintads—speakingtoMCMs through vibrant colors and personal passions.

Pop-a-Squatcreative

13MAKE YOUR MOVE

creativeWho Says Bigger Is Better?

Make Your Move MicrositeInteracting with Nissan has never been easier.

MCMs spend a lot of time on the Internet, which is why Make Your Move interacts with consumers online beyond the Nissan USA website. The microsite is the central hub for the campaign, featuring consumer photos, tweets, videos, polls, and chat sections.

Microsite Mobile AppMCMs crave interaction and connectivity.

Theyaren’talwayssittingathomeontheircomputers.Theyareoutexperiencinglife. With the mobile app, Nissan sets itself apart from other car companies by asking MCMs to share their experiences, memories, and adventures with other users inspiring more and more daily innovation.

14 MAKE YOUR MOVE

Volunteering is the New Black

Nissan puts the pedal to the metal by enhancing the Habitat for Humanitypartnership.Byrewardingfirst-timevolunteerswitha$1,000voucheroffoftheirnextNissanpurchase,MCMsareencouragedtovisitNissandealershipsall while hitting the streets to give back to the community.

Get SchooledNissan-Heisman ScholarshipMCMs show “excellence, performance and innovation” in their daily lives, just like Heisman Trophy winners. As a reward for their hard work, Make Your Move leverages the Heisman Trophy partnership with a scholarship program. Participantscansubmitprofilestoawebpagewheresitevisitorsvotefortheirfavoriteapplicants.Afterfinalistsarechosen,apanelof Nissan and Heisman employees select a winner.

This deserving MCM receives the Nissan-Heisman Scholarship valuedatafullyear’stuition(upto$35,000)toauniversityoftheirchoice.

Upgrade the Old...

The {Brake}down...• Community is important to

MCMs and volunteering is the easiest way to connect

• MCMs relate to companies that share similar passions

The {Brake}down...• MCMs are active people,

and many have a strong interest in sports, so the Heisman brand fits right in

• Student loans are piling up and tuition is increasing. This is the perfect opportunity to show Nissan values education

public relations

15MAKE YOUR MOVE

The Perfect PairPrimer MagazineIt’s“notyourtypicalmen’smagazine.”Primer Magazine is the epitome of the multicultural male. No frills, no gimmicks. This is the online source for 20 somethings looking for a little advice and an entertaining read.

Nissan’s prime opportunity to engage is by recruiting Mr. Ricardo E. Presas, Primer Magazine writer and author of “Everything You Need To Know About Buying Your First Car.”AsanMCMhimself,Ricardo’sguestblogsandvlogsontheMakeYourMovemicrosite cover topics that MCMs can relate to. Bonus points—Ricardo will even drive his own Nissan Altima courtesy of Make Your Move. This way, his posts give MCMs an idea ofhowaNissanfitsoneoftheirpeer’slifestyles.Oh,itissoperfect.

I’ve Got This Crazy Idea...Kickstarter.comPursuing your dreams can be scary. Make Your Move drives the entrepreneurial spirit in a more positive direction. Partnering with Kickstarter, an online platform where individuals post projects they are trying to launch, allows Nissan to reward these fearless creatives.

Visitors pledge money for their favorite projects, hoping to see them launch in the future. Whethermakinganalbum,writingabook,orproducingtheirfirstfilm,thesecreatorsareallabout innovation.

Make Your Move encourages MCMs to submit their project to Kickstarter through social media promotion. The three most innovative, have-to-see-them succeed projects are posted to the Make Your Move microsite. Not only does this support MCMs, it increases sitetrafficandprojectexposure.It’sawin-win.

Though Nissan doesn’t directly donate to these projects, if the creators meet their individual goals, Nissan will match the donation.

The {Brake}down...• Speaks to the male

audience in a relatable way• Ricardo is a peer and

MCMs value the opinions of friends

The {Brake}down...• Kickstarter is the definition

of innovation• Make Your Move supports

creative and artistic MCMs• Through the partnership, the

Nissan brand becomes top- of-mind

public relations...In With the New

16 MAKE YOUR MOVE

The Color RunWhyfocusonthefinish,whenthe journeyisthisexciting?This is the motto of The Color Run,makingitaperfectfitforMake Your Move.

Each participant becomes a piece of art as different paint colors are sprayed across their bodies as they run, while wearing a white Nissan Make Your Move T-shirt. The race isn’t about who wins, but instead the passion of each participant along the way.

A white Nissan Versa kicks off the race and makes the journey tothefinishline.Justlikethecolorrunners,theVersaisuniquelydecorated at the end of the journey.

Tocelebratethefinish,aconcertisheldontheNissanMakeYourMove stage, featuring artists from the Make Your Move Spotify playlists.

To top it all off, the newly decorated Versa is given away to one lucky MCM. With only 18 of these original vehicles on the road, the winners have something to brag about.

M A K EY O U RM O V E

M A K EY O U RM O V E

Things Are About to Get Messy

The {Brake}down...• Celebrate endurance,

individuality and creativity• MCMs aren’t crossing finish

lines yet, but are living life and loving getting there

public relations

17MAKE YOUR MOVE

Dude, I Won a Nissan!

Cultural Event Sponsorships and Nissan Car CollagesMake Your Move is making its way across the country to cultural events, festivals, andactivitiesthatMCMsarefrequenting.Tobreaktheboundariesofdealership-only interaction, the campaign brings Nissan directly to MCMs.

By sponsoring multicultural festivals and fairs in cities and local communities (located in the infographic below), Nissan resonates with MCMs across the country. Make Your Move integrates the Nissan brand into events MCMs already feel comfortable with, meeting them in their comfort zone.

In a similar fashion as the Color Run, a 100 percent original Nissan vehicle is created (although hopefully in a less sweaty manner). Event-goers draw or write on the Nissan Versa in paint, answeringthequestion“What’s your next move?”

When the event is over, the one-of-of kindvehicleisraffledofftoonewinner,giving them many suggestions for their next move.

The {Brake}down...• MCMs are all about community• MCMs appreciate that Nissan is

involved in their daily lives

public relations

Sacramento

San Francisco

Los Angeles

Sacramento Multicultural Festival

San FranciscoInternational Asian Film Festival

Dallas

Fiesta Latinoamericana!!

Atlanta National Black Arts Festival

Philadelphia Multicultural Day

Detroit

Concert of Colors

Chicago

World Music Festival

Cultural Events and Concerts

Filter MagazineCulture CollideFestival

18 MAKE YOUR MOVE

The Only Book They ReadFacebookWith so much happening within Make Your Move, MCMs need to be informed. One of the best ways to do that is through Facebook. The Nissan: Make Your Move campaign page includes details on events, music, and opportunities to interact with other fans.

This One’s for the LadiesPinterestPrimer MagazinehasalreadybeenidentifiedastheperfectoutlettoreachmaleMCMs,andPinterestisauniquewaytoreachMCM women. Various Pinboards selling the Nissan lifestyle allow for MCM women to connect on a more personal level beyond purchasing a car. By pinning topics like travel, inspiration, innovation, culture and music, Nissan relates to MCMs and encourages them to get creative.

Social Mediapublic relations

For Tweet’s Sake #MakeYourMoveTwitter@NissanNews is great for mom and dad. But that’s not what MCMs are looking for.

Changing the Twitter handle to simply @Nissan is more inviting. Make Your Move uses Twitter to engage MCMs, respond to complaints andanswerquestions,whilealsotweetingmore“lifestyle-like”topics,such as daily inspirations, car Instagrams, and campaign materials. Using Twitter allows MCMs to interact with Nissan and Make Your Move.

19MAKE YOUR MOVE

Music Make You Lose ControlSpotifyNissan branded playlists on Spotify create the perfect soundtrack for the campaign. These playlists feature up-and-coming artists in varying genres. Each playlist is titled in its ownway,suchas“RollYourWindowsDown,”“NightDrive”and“LocalsOnly”—aplaylistthatfeatures local bands in the campaign’s top DMAs to coincide with the local artist street murals.

Playlists also stream live from Color Run concerts on Spotify for all listeners to hear, a feature Nissan pioneered with Spotify in the past.

To tie it all together, the song that is featured in the Make Your Move commercial is by Steve Aoki- a featured artist on the playlist.

15 Seconds of FameYouTubeAh, YouTube. The Nissan: Make Your Move YouTube channel encourages high consumer engagement. This channel has videos of vloggers, commercials, events, and personal MCM testimonials.

Check Me OutGetGlueGetGlue is a social media mobile app where consumers can check-in to anything and everything- events they’re attending, music they’re listening to, TV shows they’re watching. Once checked in, they can see who is else is there and start up a conversation. Make Your Move promotes this app at its PR events to encourage MCMs to check-in and continue the conversation.

Social Mediapublic relations

Circle UpGoogle+Google is constantly on the cutting edge of all things web. Making a Google+ page, much like Facebook, allows Nissan to interact with MCMs on yet another level.

20 MAKE YOUR MOVE

Watch Me NowVideo BlogNothing screams new media like vlogging, so of course it’s a part of Make Your Move. Nissan asks for vlog submissions via social media and the Make Your Move microsite. Then the campaign’s favorite vlogger, Ricardo from Primer Magazine,picksfiveofthebest vloggers. The winners receive afreegascardvalidforsixmonths.The winners then continue vlogging about topics that happen in their Nissan—road trips, driving to pick up a date—things MCMs all do, but that are made special with a Nissan.

Onlinepublic relations

The {Brake}down...• Make Your Move is based

heavily on web and social media

• Encourages dialogue and consumer interaction

21MAKE YOUR MOVE

Welcome To My HoodNeighborhood Test DriveEvery car dealership in America offers a test-drive service (duh). But how many companies can say they deliver a car to your doorstep and let you drive it around your neighborhood?

The test drive is a crucial component in the car buying process, letting consumers test drive at home puts them at ease in a comfortable environment. Customers are allowed to keep their prospective car for two days during this at-home test drive.

What Are Friends For?Referral ProgramWhen MCMs need advice on what shirt to buy or whether or not to try some trendy new haircut, who do they go to for advice? Think about it—it’s their friends. Make Your Move capitalizes on this idea and this friend-to-friend loyalty by installing a new referral program.

After purchasing a Nissan, consumers receive a card that they can pass along to a friend or family member. When the referred friend or family member comes into a Nissan dealership, they and the person who referred them receives a free six-month SIRIUS Radio subscription.

Broke As A JokeStudent DiscountIn college, having enough money for dinner is a dramatic accomplishment. Make Your Move gets that, ensuring individual Nissan dealerships work hard to continually promote the student discount Nissan offers.

Promotions

The {Brake}down...• MCMs experience what it’s

like to drive down all their favorite streets in a Nissan

• Nissan gets a competitive edge over other companies

public relations

The {Brake}down...• Builds communities• Builds lasting relationships

and creates a continually growing audience

22 MAKE YOUR MOVE

You’d Look Great in a NissanEnhancing the dealership experienceAt the dealershipMCMs don’t have a favorable view of the stereotypical car dealership. Make Your Move challenges that perception, withan“EmployeeManual”thatenhancesthebuyingexperience,byteachingemployeesaboutMCMsandhowtobestrelateto,pitch,andsellthem a car.

However, the campaign does not micromanage, because where’s the innovation in that? So, to prevent robot-salesmen, idea pages have been included in the manual for employees to put their own spin on their sales pitch.

Training sessions are also held for one or two employees from each dealership in the top DMAs on sensitivity towards multiculturals. Dealers often struggle to connect with this demographic, so Make Your Move wants to make it easy.

Post-PurchaseStaying in touch is important. To accomplish this, a post-purchase database of contact information will be used to reach buyers. Immediately post-purchase, consumers receive an email from Nissan with a password to an online portal where they can view vehicle tips, facts, upkeep information, and a digital copy of their car manual. Plus, they can upload their own thoughts and journey onto an interactive map—creating a community of new Nissan owners.

Dealership Experience

The {Brake}down...• Dealerships can make or

break the experience for MCMs

• Prepares employees to interact successfully with MCMs

• Helps employees understand Make Your Move

• It continues to enforce the purchase decision, plus Nissan stays connected

“Dealerships and salesman need to be 99% on the customer’s side... They better treat you well. - Christina Focus group participant

”

public relations

23MAKE YOUR MOVE

The {Brake}down...• Eliminates some of the intimidation

of buying a car at a dealership• Creates an innovative and interactive

atmosphere—perfect for the Nissan target

• Puts the consumer in charge• Breaks free from the salesman

stereotype consumers have identified

Dealership Experience

Dealership AppAt the dealerships, the peer-like presence of Make Your Move is at its strongest. The campaign encourages dealerships to provide MCM consumers with a new level of comfort.

An iPad app asks consumers about their lifestyle, interests, and passions.Aftertheyanswerthequestions,theyaregivensometipsonhowtheycanbetterapproachtheircarbuyingexperience(thingsto ask the salesman, what to look for in a vehicle, etc.), and are given a few potential car suggestions.

public relations

24 MAKE YOUR MOVE

Word of Mouth

The {Brake}down...• MCMs are passionate,

creative, social people looking for new ways to interact

• Engagement at its finest

Sweet StreetStreet MuralsMake Your Move reaches out to local artists from the top 35 MCM DMAstocommissionthemtopaintanoriginal“MakeYourMove”muralon the side of a buildings, on the street, or in another central outdoor location. To take this idea one step further, the campaign ties in social media to generatesomeseriousbuzzinthecommunity.ThefirstpersontotweetapictureoftheNissan“MakeYourMove”muralwith#MakeYourMovewins a free month of Spotify Premium Radio.

mediapublic relations

Step Up to The MicUrban StagesThere is no better way to get someone’s blood pumping than by putting them on stage in front of strangers.

Make Your Move employs interactive stages in large US cities. Passersby are encouraged to hop on stage, spit a rhyme, hit high notes like Adele or even test their comedic chops. It doesn’t matter what they do, as along as they make the move and engage with the campaign.

The {Brake}down...• These stages are essential

in positioning Nissan as a colorful, engaging brand among a market of ordinary

25MAKE YOUR MOVE

Make Your Move media plan creates the highest forms of interaction between the brand and target audience. High levels of engagement drive all selections of media, ultimately leadings MCMs to the microsite and all digital platforms. Although much of the focus is on an online presence, traditional media outlets are used to accelerate interactions in the online sphere. This carefully calculated media plan does morethanreachtheaudience;itbrakes breaks into their world. Through media, Nissan is a part of the MCM community and coincides with their daily lives.

ONLINE/MOBILE $10,226,000MAGAZINE $12,019,000TV $49,875,000PR $5,000,000OUTDOOR $7,556,300RADIO $13,680,000EVAL./COPYRIGHTS $643,700CONTINGENCY $1,000,000

TOTAL $100,000,000

BUDGET

mediaLights. Camera. MEDIA!

Radio 14%

Television 50%Magazine 12%

Online/Mobile 10%

Outdoor 7%

Evaluation/Copyrights 1%

Contingency 1%

Public Relations 5%

What Makes or Brakes It

26 MAKE YOUR MOVE

April 2013 - March 2014Media Schedule

media

Make Your Move is establishing a strong online presence. There’s just too many sites to list here so check them out on page 30.

27MAKE YOUR MOVE

Tuned InTelevisionCreating awareness is essential to building a strong campaign and brand. Although MCMs are not heavy television viewers, this medium still has the most reach. Research shows that TV is effective when done right. TV takes up half of the media budget because one spot costs more than a single run within other outlets. By using a flighting strategy, the commercial spots spark an initial reaction at the beginning of the campaign that is necessary for continued interaction on other media outlets.• MCMs watch TV between the hours of 8pm-1am, Prime Time

and Late Fringe spots, making these the best times to create awareness.

• MCMs watch an average of 1.5 hours of TV per day and multi-task throughout the program. It’s important to have a strong call to action on the TV spot in order lead MCMs to online/mobile.

The {Brake}down...• TV reaches mass audiences

at the start of the campaign during the highest car buying months in order to raise awareness

media

TV Budget

28 MAKE YOUR MOVE

media mediaThe Glossies

MagazinesArt lovers, sports fanatics, men, and women—everything MCMs are. No one is left out when using magazine ads to reach this audience. Magazines, such as Rolling Stone and Essence, have the ability to zero in on specific demographics and psychographics, making it the perfect medium to share Make Your Move with MCMs. Theseadsarenotjustsellingacar;theycalluponMCMstovisitthemicrosite, mobile app, and Make Your Move’s many social media pages. • Magazines have the highest engagement levels and MCMs

are reading them.

The {Brake}down...• On average, MCMs spend

6 hours per week reading magazines, making them in the top 40% of magazine readers.

Magazine Budget

29MAKE YOUR MOVE

mediaThe Great Outdoors

OutdoorMCMsarethirstyforlifeandnewexperiencesbutdon’talwayswanttoseekthemout.That’swhyMakeYourMovehitsthestreets,givingMCMsthe opportunity to grab life the campaign by the horns. Strategically placed bus and bench wraps in the top DMAs make the campaign comealive.Localartists,commissionedbyNissan,paintcitieswithcollaborativestreetartcalled,“NissanMurals.”Outdoorstagesincentralcitieschallenge MCMs to Make Their Move by singing a song, telling a joke, or asking out their crush in front of a crowd of strangers.

“Bus wraps can reach up to 70,000

impressions daily.

-Research findings”

30 MAKE YOUR MOVE

Digitally DrivenOnlineBanner ads as well as 30-second commercials are placed on multiple streaming and social media sites as well as mobile apps. These sites and apps are where MCMs watch and share their favorite videos, televisionsshows,andinteractwiththeirfriends.Forexample,Huluchannels,suchasSaturday Night Live and The Voice, feature Make Your Move ads because they are reported top MCM television shows. See the table below for the other sites and apps used in the campaign.

These interactive, eye-catching online ads deliver Nissan’s innovative promise all while driving traffictothemicrosite.• MCMs spend most of their time online, streaming video, sharing new music, catching up on the news,

and keeping tabs on their friends• MCMsturntoonlineblogsandvideostofinddailyencouragement,inhopesofspicing up their

typical routines.

“79% of MCMs report th

at they use

video-sharing s

ites to watch or

download video.

- Research Fin

dings”

media media

Facebook.com Pandora.com PandoraTwitter.com Spotify YouTubePrimer.com Hulu.com ESPN: SportsCenter AppVibe.com YouTube.com GetGluePinterest.com Vimeo.com Custom Nissan AppGoogle.com CollegeHumor.com ESPN.com

ONLINE ONLINE STREAMING MOBILE APPS

31MAKE YOUR MOVE

Radio All PR events use radio spots to promote and spread the word in the MCMs’ top DMAs. Through co-op advertising with local dealerships, spot radiozeroesinonmarketsthatarehavingexcitingMakeYourMovecam-paign events. • 79% of MCMs still listen to AM/FM radio. Radio is still alive

and kicking.• Events need buzz in order to be well attended and radio is the perfect

buzz generator.

Spotify/Pandora: Both Spotify and Pandora epitomize customization and innovation--two things Nissan prides itself on. Advertisements on these outlets drive consumers to the microsite and mobile app. • Spotify and Pandora are the two most popular online streaming

music sites for MCMs.• Unable to skip advertisements on Spotify and Pandora.

Search Engine OptimizationBy consulting an SEO service, Make Your Move becomes dominant through online searches. MCMs tool for discovery is often times a search engine, making it vital to advance the campaign’s search visibility.

Mobile AppsPandora, YouTube, GetGlue, Shazam, and ESPN mobile apps are the most downloaded among MCMs. Also, the customized Make Your Move app gives users the chance to talk with each other, and visit the microsite. • No one knew what an app was 5 years ago, now MCMs can’t go

5 minutes without using one. • MCMs click ads on their smartphones more than any other

demographic.

The {Brake}down...• MCMs spend 9 hours/week

listening to online radio a much a higher average than traditional radio.

Digitally Drivenmedia

32 MAKE YOUR MOVE

EvaluationThe work is never really done, is it? Once the campaign ends, the evaluation process begins.

Focus GroupsSixfocusgroupswillbeconductedinthetopMCMDMAs(LosAngeles,NewYorkCity, Miami, San Francisco, Houston, Chicago, Washington D.C. and Philadelphia) Facilitatorswillbeaskingquestionstoevaluatetheoverallsuccessofthecampaignandspecificareaswherethecampaignincreasedawareness,changedattitudes,andinspired new behaviors.SurveysNational surveys will be done before the launch of the campaign to establish a benchmark. Midway through the campaign, researchers will check again for any attitudinal and behavioral changes. Finally, researchers will survey the MCMs again at the end of the campaign. These surveys will be necessary to ensure and measure campaign success.Media MonitoringThroughout the campaign, researchers will be tuning in to check on Nissan’s tweets, peeps, followers, and fans through social media monitoring. In addition to social media, tabs will also be kept on traditional media mentions.

conclusionWrap it Up

Nice Doin’ Business WIth YouMake Your Move gives MCMs something more to talk about. And guess what? It’s Nissan.

Make Your Move engages MCMs across all platforms, creating a relatable brand that’s stronger than ever. Make Your Move connects with MCMs, making the purchase decision a no-brainer.

So...

MAKEYOURMOVE

OU

R T

EAM Account Executive

Caroline Johnson

Creative DirectorAaron Fletcher

Research DirectorJordan Gill

Media DirectorNatalie Roth

PR/Promotions DirectorEmily Delaney

Art DirectorMichael Kenna

Copy DirectorSarah Holcombe

Research TeamCourtney BarnettHaley Deiser

Media TeamKatie CarlsonCeline Lau

PR/Promotions TeamJacquelineCromleighSara TarantinoKatie Carlson

Creative TeamHaley DeiserAlison Baldea

Works CitedExperianSimmonsConsumerResearch

Lithium Social Media Monitoring

Nielsen Data

Getty Images

http://pewresearch.org/millennials/

http:// www.mediabuyerplanner.com/ entry/109694/ advertising-to-millennials-stud y/?utm_source=mbp&utm_medium=email&utm_content=textlink&utm_campaign=newsletter#.TyBZOBwrwoM.Email

http://pewinternet.org/Commentary/2010/September/Technology-Trends-Among-People-of-Color.aspx http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/ http://www.consumerreports.org/cro/cars/best-car-brands-consumer-perception-consumer-reports.html http://www.innovationexcellence.com/blog/2011/03/22/nissans-innovation-for-all-campaign/

http://millennialmarketing.com/2008/09/millennial-media-magazines-and-radio-deserve-a-second-lookhttp://adage.com/article/ad-age-graphics/american-idol-spots-priciest-prime-time/146495/

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http://adage.com/article/news/growing-population-fusionistas-makes-consistency-key/230390/

http://pewresearch.org/pubs/1887/latinos-digital-technology-internet-broadband-cell-phone-use

http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf