21

43

With enthusiasm, optimism and tireless

dedication, Creative Harbor met the

challenge of creating a Nissan Integrated

Marketing Communication (IMC) program

directed toward African-Americans, Chinese-

Americans and Hispanic-Americans between

the ages of eighteen and twenty-nine.

We believe we have found the spot where

the interests and values of our target market

intersect with the image and benefits of the

Nissan brand.

Almost every car company calls itself

innovative. Not surprising, then, that our

research shows the word “innovation”

doesn’t strongly resonate with our target. We

set out to make Nissan Innovation meaningful

to the multicultural Millennial – and, in doing

so, establish a distinct brand position for

Nissan in the minds of that audience.

We meticulously broke down, tested and

came to understand the MC’s connection

with the word “innovation.” The results of this

effort were some key insights that helped us

give the word a new, identifiable meaning.

CONTENTSEXECUTIVE SUM

MARY

Our objective is to help Nissan build

awareness and lasting favorability among

African-American, Hispanic-American

and Chinese-American consumers in the

United States. The campaign focuses on

the Nissan Innovation theme and ultimately

leads to increased market share across this

multicultural target.

OBJECTIVE

RESEARCHSecondary ResearchQuantitative SurveyIn-Depth InterviewsFocus GroupsProjective TechniquesField ResearchVals 2Swot AnalysisKey Insights

579101010111112

34

13

5

STRATEGY

AFTERWORD & CREDITS

EXECUTIVE SUMMARY

3131

29

Media ScheduleBudget

MEDIA & BUDGET

33TESTING AND EVALUATION

151718192325262727

15

BroadcastPrintOutdoorDigitalSocial MediaPublic RelationsPhilanthropyDirect MailPoint-of-Purchase

CREATIVE

Alberto Pamares, Getty Images

65

For the MC Millennials authenticity is key. Au-

thenticity is about being yourself, being real,

and doing it in a unique way. It is also a sense

of cultural acknowledgement and staying true

to that identity. This group leads with their

passion and they want to live their passion

and pursue it in education and career.

In order to better understand our target

market, we conducted extensive qualitative

and quantitative research. Secondary

research related to multiculturals and Nissan,

led to the development of questions for our

consumer survey. We conducted one-on-one

interviews, focus groups, projective testing

In order to be effective, advertising must

not only be seen and heard by consumers,

but also pique their interest. Generally,

consumers believe the following makes a

good advertisement:

Informs them of something important/

Doesn’t insult their intelligence (45%).

Makes them think (38%).

Makes them laugh (37%).6

SECONDARY RESEARCH

ETHNIC MARKET SEGMENTS

CASE STUDY

PERCEPTION OF GOOD ADVERTISING

Grew to more than 50 million (Latinos),

up 46.3% since 2000.1

Include 14 million Hispanic Millennials in

the U.S., with 15.6% born in the U.S.

Bilingual

Are completely plugged in digitally.

Are highly engaged with digital

and social content—consistently

downloading videos or music, publishing

blogs or creating websites.

Digital information influences the

majority of Hispanic purchasing

decisions. 2

Navigate both English and Spanish-

language media (especially Millennials).

More likely to rely on friends and family

as sources for information effecting a car

purchase.

Asian-Americans

Have 1.6 vehicles per household

compared to 1.9 vehicles for the average

U.S. household.

Spend more on their homes—median

value of homes owned by Asians is

double the median value reported for

the typical U.S. homeowner.

Enjoy adding customized car lights and

reflectors to cars.

Believe tradition is important but they

also enjoy hip–hop and surf–wear.

Intermix tradition and fashion trends-

Kimonos with Converse.

Purchase handheld electronics and

cellphones more often than the general

population.

Go online more often than Caucasians.

Get news from the internet more often

than the general population (34%–21%).

Population of 40 million and spent

almost 1 trillion in 2010.3

Tend to be trendsetters.

Often go for a drive by themselves for a

sense of freedom. 4

Increasingly affluent, but 17% of AA

households account for 45% of AA

purchasing power.

Tend to be more affluent if they are

young, single females.

Enjoy personalizing their vehicles to

reflect their individual tastes.

Use smartphones twice as much as

Caucasians.5

Watch more primetime TV than

Hispanics or Asians.

Look forward to technological advances

in new vehicles.

Seek out vehicles with bold innovative

designs that stand apart from others on

the road.

Believe their vehicle says a lot about

them.

Plan to buy vehicles that best meets

their needs no matter which company or

country produces it.

African-Americans

useful (70%).

RESEARCHRESEARCH

and field research at a Nissan dealership that

revealed how MC Millennials feel about car

buying, driving and advertising. Perceived

barriers are ever–present in multicultural’s

lives. Language and stereotypes—emotional

or societal—are hurdles this demographic

must overcome, just as their parents did.

Hispanic-Americans

RESE

ARCH

Andres Valdaliso Martinez, Getty Images Lane Oateyl, Getty Images

1PewResearchCenter Publications “Hispanic Media: Faring Better than the

Mainstream Media” August 29, 2011.2 Media Daily News “Advertisers Miss Key Targets in Hispanic Market” by

Steve McClellan Octover 17, 2011.3Experian “Profile of African American Consumers” February 01, 2010. 4The African-American Market in the U.S., 8th Edition Feb 1, 20105Marketing Charts.com “African-American Smartphone Penetration Higher”

September 27, 2011

87

FINDINGS

No significant differences in multicultural Millennials’ perception of Nissan vs. competitors.

RESEARCHRESEARCH

What do multicultural Milennials think about cars and driving?

How do multicultural Millinneals perceive Nissan vs. the competition?

How do multicultural Millennials purchase a car?

52%

46%

24%

49%

15%

94%

13%

47%

76%

55%

Want their car to reflect who

they are or want to be.

Say price is most important.

Say driving makes them feel

“in control” or “empowered.”

Spend 1-3 month researching

a car before purchase.

Say driving makes them feel

“free”.

Visit at least two dealerships.

Say driving makes them feel

“relaxed”.

Would most like to have their

father with them.

Say they do not value advice more

from someone of the same ethnicity.

Would prefer to pay for a car in full (vs.

29% financing, 15% lease).

FREEDOM

CONTROL

RELAXED

POWERFUL

COMFORT

QUANTITATIVE SURVEY

Surveyed 753 Millennials.

Included respondents from 36 states

Respondents included 511 MC’s.

32% Hispanic–American

30% African–American

7% Chinese–American

HondaNissan

HyundaiChevrolet

ToyotaFord

5%

5%

10%

10%

15%

15%

20%

20%

Pric

e Va

lue

Style

HondaNissan

Hyundai

ChevroletToyota

Ford

5%

5%

10%

10%

15%

15%

20%

20%

Eng

inee

ring

Fuel-Efficiency

BECKYS GRAPHS

Price value and styleEngineering and Fuell E�ciency

We found five hotspots with high

concentrations of MC Millennials in the

following cities:

New York, NY

San Antonio, TX

Los Angeles, CA

Chicago, IL

Miami / Ft. Lauderdale, FL

Juice Images, Getty Images

Tanya Constantine, Getty Images

109

FOCUS GROUPS PROJECTIVE TECHNIQUES

RESEARCH

Consider their father’s opinion in car–

buying, the one they trust most.

Value the opinion of a friend more when it

comes to style.

Differ by gender in terms of how they

prefer to visit a dealership—women prefer

to bring a friend, while men would rather

go alone.

Consider the music and visual very

important in TV commercials .

Creative Harbor conducted two focus groups

with a total of fifteen MC Millennials. We

learned that members of our target market:

We interviewed 17 multicultural Millennials

intercepted on the street. Each candidate

was shown a set of six similar vehicles

from Nissan and its key competitors:

Toyota, Honda, Ford, Chevy and Hyundai.

All vehicle decals had been removed and

cars were presented in the same color to

avoid prejudice.

Interviewees were then asked to choose

their favorite based on aesthetics alone.

Their responses indicated to us that they:

Notice no significant difference between

the appearance of Nissan and other cars

in a similar category.

Are heavily influenced in their responses

about a car based on the way it is

photographed.

Perceive “stylish” as futuristic, modern

and shiny.

Believe driving makes them feel free,

powerful, relaxed and independent.

RESEARCH

IN-DEPTH INTERVIEWS

Twenty-two interviews with MC Millennials

yielded the following information:

Gain something they can take pride in

when they own a car.

Value a car’s ability to take them from

point A to point B in the safest way.

See themselves as unique individuals but

don’t see car commercials targeting them

that way.

Are not afraid to be different and want to

stay true to themselves.

Want to create their own style—and avoid

trying to be trendy.

View functionality as more important than

style.

See the relative perceived value of Nissan

improving, especially with all of the Toyota

recalls and the fact that “everyone and

their mom has a Honda.”

Consider customer service very important

and shy away from a brand if they’ve had a

bad experience with it at a dealership.

I think a car is a really important purchase that people know they will use everyday, so they want to pick something they want to represent them.

““

-Victoria Chen Yun Spriggs

Frown down on ethnic stereotypes and see

themselves as different from MC’s of older

generations.

Buy a car for the person they want to be

rather than the person they are now.

Prefer to buy a timeless classic, because

they want a car they will keep for a while.

Want to be involved with the brand rather

than being “sold to”.

Believe that a fun, entertaining game or

promotional event can bring their attention

to a brand more than traditional advertising.

I’m not really a trendy person, so I prefer to create my own style, so having a car that is really different from all the other ones in those categories with what everyone else has, really suits my personality a little bit more.

-Darius Chew

““

1211

VALS 2

MC Millennials responding to our VALS 2

survey primarily fit into three consumer

segments:

45% are Experiencers: Motivated through

self-expression.

25% are Innovators: Successful,

sophisticated, take-charge people.

15% are Strivers: Trendy and fun-loving.

FIELD RESEARCH: NISSAN DEALERSHIP

A visit to Vaden Nissan in Savannah, Georgia

included an interview with New Car Sales

Director, Mike Simard, who told us:

Everyone, regardless of age, wants a

good deal, a good price.

Lifestyle is the most important factor in

determining which car they buy.

The diversity within the Nissan line

means they can always find a model that

suits their lifestyle.

Consumers in their 20s are most likely to

purchase the Versa.

The percentage of Vaden Nissan

customers who are MC Millennials

is greater than the percentage of MC

Millennials in the surrounding area.

SWOT ANALYSIS

S

O T

W

ST

RE

NG

TH

S

TH

RE

AT

S

OP

PU

RT

UN

ITIE

S

WE

AK

NE

SS

ES

•No distinct brand image or

association like Volvo (safety), BMW

(driving) or Mercedes (luxury).

• Trails several competitors in

consumer perception of price-value

ratio, engineering, style and fuel

efficiency.

•Difficult to make Nissan

Innovation stand apart when

other car companies are using

the word in their advertising.

•Chinese-American market

composition is lower for Nissan

than for it is for non-luxury

brands in general.

•Neither Toyota, Honda or Hyundai

have a distinct brand voice.

•No key competitor enjoys a

clear-cut advantage in consumer

perception of price-value ratio,

engineering, style, and fuel

efficiency.

•No automaker’s advertising

resonates strongly with

multiculturals.

•Dealerships can create a

more comfortable, relaxed

environment to attract the

target.

• The term “innovation” will not

be effective for a brand unless the

term is given distinctive meaning.

•Hyundai, Ford, and Chevy gaining

more market share among MCs.

• The “Buy American” concept is

gaining popularity.

•“Green” cars appeal to a

younger demographic.

•MC share saw a greater

decline in share during 2008-10

than non-MC share.

•Increased MC market share while Toyota and Honda market share decreased.

•MC share exceeds Nissan’s non-MC and total market shares.

•MC share exceeds total non-luxury share for each ethnic segment in 2010, resulting in higher total MC composition than non-luxury competitors.

•MC consumers prefer Japanese vehicles.

•Larger selection of models than most competitors enhances appeal to niche MC markets.

•Heisman and College Football sponsorships bring high exposure to African-American and Hispanic audiences.

RESEARCH KEY INSIGHTS

KEY INSIGHTS

The term “innovation” is bankrupt with overuse by advertisers. (see below)

Everyone is talking innovation.

Nissan needs to make “innovation” meaningful to MC’s.

MC Millennials embrace their heritage but do not want to be defined by it.

Nissan needs a clear brand voice.1

1413 STRATEGY

To differentiate Nissan from its key

competitors, we must first differentiate

Nissan Innovation and give it a meaning that

will resonate with multicultural Millennials.

Millennials are at the age where significant

life changes take place. A first job, a college

graduation, personal independence — each

milestone requires overcoming personal

barriers. However, for MCs, the barriers can

seem more formidable.

Through their family histories, young MCs

are no strangers to social change and the

importance of standing up to forces that

attempt to hold them back. Barriers—real or

perceived—are ever present in their lives.

Language and stereotypes are hurdles this

demographic must overcome, and they are.

RESONANCE WITH MCS

VISUAL SYMBOLS: A box that opens to represent the barriers to innovation that are falling away for MC Millennials.

NOT REBELS, BUT INDIVIDUALS

INNOVATION REIMAGINED

COMMUNICATIONS OBJECTIVE: Create a distinct brand voice by distinguishing Nissan Innovation from all other innovation.

CREATIVE STRATEGY: Establish an identity built on a culture of self-expression as a means to overcome the barriers to achieving innovation for Nissan and its customers.

BIG IDEA: The barriers to a better world — and a better life — fall away with innovative thinking.

THEME: INNOVATION WITHOUT BARRIERS.

Multiculturals are demonstrating the

ingenuity and innovative thinking to overcome

the barriers. Our research reveals that MC

Millennials are constantly looking to express

themselves and embrace change. They

respect ethnicity’s importance as a part

of their lives— but they do not want to be

defined by it.

Our campaign shows that Nissan

understands that the “barriers” holding MCs

back are highly surmountable or no longer

there. Nissan endorses the target’s desire to

change, invent and create without limits—

because Nissan is doing the same.

Every car company today claims to be

“innovative,” but offers no distinctive spin on

the word. Our theme—Innovation Without

Barriers — eliminates that “buzzword

mentality” by defining Nissan Innovation as

well as the source of its creation. Innovation

Without Barriers suggests that the mindset

of living without barriers is the origin — the

very essence — of innovation, whether that

innovation takes place in a Nissan plant or an

individual’s life.

Innovation Without Barriers tells multicultural

Millennials nothing is holding them back in

their quest for success and self-expression.

It demonstrates that Nissan is the brand they

can trust to help them enjoy a future that

brings them the freedom, power, control,

comfort, and relaxation they seek in their

cars—and in their lives.

As an evocative image, Innovation Without

Barriers, repeatedly uses a box to represent

the barriers that keep MC Millennials from

being free or achieving their goals. In each

use of the box, the walls fall down easily as

a symbol for how these barriers do not exist

or are quickly escaped. This image will assist

with creating visual continuity between each

part of our communication.

STRATEGY

STRA

TEGY

Paul Bradbury, Getty Images

1615 BROADCAST

4

CREA

TIVE

Two TV commercials launch Innovation

Without Barriers and set the tone for the

Integrated Marketing Communication.

Although the second spot is a continuation

of the first, each one is self-contained and

can be appreciated on its own merits.

During these commercials, a Nissan appears

to be driving down the road, only to emerge

trapped within the boundaries of a box with

the illusion of the road on a video screen. The

first commercial ends with the Nissan—and

its five passengers—escaping the box. Spot

#2 picks up where #1 left off. The Nissan

from the 1st spot then carries them to a place

where they are free to release all inhibitions

and express their individuality.

The commercials symbolically express our

target market’s feeling that they live in an

illusion of entrapment, held back by everyday

problems and barriers that keep them from

doing and becoming what they want to do

or be. By understanding what they feel is

trapping them, they come to realize that

they have the power to break free. Barriers

that seem impassable oftentimes exist

only in the target’s imagination and were

never true barriers after all. As the vehicle

of our characters’ escape, Nissan becomes

identified in the target’s mind as a catalyst for

positive life changes.

BROADCAST

“OUT OF THE BOX” :30 TV

“NO LIMITS PARTY” :60 TV

CAR NOW SITS IN A BOX; 4 DRABLY DRESSED MC’S GET OUT AND ONE FEELS WALL.

MCS GET BACK IN CAR AND TURN ON HEADLIGHTS. LIGHT SHINES ON WALL.

WALLS FALL DOWN; CAR DRIVES OFF INTO SCENERY; SUPER THEME AND LOGO.

NISSAN ALTIMA MOVES DOWN HIGHWAY; HEADLIGHTS ILLUMINATE HIGHWAY

1 22

43

CONTINUATION OF FINAL SCENE FROM :30 SPOT, WITH CAR DRIVING OFF.

CLOSEUP AS MCS IN CAR CHANGE FROM BORING CLOTHES TO EXCITING.

CAR PULLS UP IN FRONT OF CLUB; 5 MCS, NOW DRESSED UP, JOIN DANCERS.

THE WALLS OF THE CLUB DISAPPEAR ONLY TO REVEAL THAT THE PARTY IS OUTSIDE; HUGE CROWD, NISSAN IN FOREGROUND; SUPER THEME AND LOGO.

1 2

3

CREATIVE

If they portrayed a kind of message or

showed the type of people I could see

myself being, I would go with that.

-Francesca Carney

““

1817 1413 PRINT & OUTDOOR

PRINT

OUTDOOR

The print campaign consists of a series

of five single-page inserts featuring an

image of a closed box on a removable

tab. Five headlines state that an

important figure in the reader’s life says

that, “You won’t pull this off.” The double

entendre suggests that the readers won’t

physically pull off the tab of paper—and

figuratively won’t pull off a challenge in

their lives.

When the tab is removed, each ad

depicts a road and landscape from the

five target markets. Nissan tells the

readers to not let the important figure

dictate how to live their lives. The five

ads draw upon the five ways that MC

Millennials say driving makes them feel:

in control, free, comfortable, relaxed and

powerful.

On the reverse side of the ad, each of

the five featured models is shown driving

away into the landscape. The headline

explains how a feature of each model

will help the reader regain their freedom,

control, relaxed, power and comfort.

While the print campaign does not make

direct references to multiculturals, the

media placement as well as the copy

resonates with MC Millennials. The

campaign gives Nissan a strong voice of

freedom that will connect with our target

market on a deeper level.

(Single–page versions of these ads, without

the insert, are also part of the print campaign.)

Outdoor supports the Innovation Without

Barriers brand positioning.

THEY SAYYOU WON’TPULL IT OFF

don’t give them

THAT POWER

THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,

YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

THEY SAYYOU WON’TPULL IT OFF

don’t give them

THAT POWER

THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,

YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

THEY SAYYOU WON’TPULL IT OFF

don’t give them

THAT POWER

THE NEW 2014 PATHFINDERINTRODUCING with all-mode 4 wheel drive,

YOU’LL HAVE THE POWER TO ESCAPE WHEREVER YOU WANT

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

YOUR BOSS SAYS

YOU WON’TPULL IT OFF

Don’t let the stress from work keep you from relaxing

don’t let your bossDECIDE WHERE YOU WORK BEST

THE NEW 2014 ROGUEINTRODUCING with quiet continuous variable transmission

YOU’LL BE ABLE TO A RELAX, WORK OR RECHARGE WHEREVER YOU WANT

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

YOUR FRIENDS SAY

YOU WON’TPULL IT OFF

don’t let your friends

INVADE YOUR SPACE

THE NEW 2014 VERSAINTRODUCING with class-leading leg room

YOU’LL HAVE THE SPACE TO STRETCH COMFORTABLY

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

STATISTICS SAY

YOU WON’TPULL IT OFF

THE NEW 2014 ALTIMAINTRODUCING

don’t let statisticsCONTROL WHAT YOU DO

with break override technology

YOU’LL HAVE ALL THE CONTROL WHENEVER YOU NEED IT

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

YOUR PARENTS SAY

YOU WON’TPULL IT OFF

Don’t let your parents ruin your freedom

THE NEW 2014 SENTRAINTRODUCING with 27 city mpg

YOU’LL HAVE THE FREEDOM TO GO AS FAR AS YOU CAN

don’t let your parents

RUIN YOUR FREEDOM

I N N O V AT I O N W I T H O U T B A R R I E R SI N N O V AT I O N W I T H O U T

2. INSIDE 3. BACK1. PEEL OFF

CREATIVE

Chicago Flash Parker, Jodie Griggs, Coto Elizondo, Landscape images courtesy of Getty Images

2019

Powered by

Call

We are winners

PAREEN NINGUNMOMENTO

Powered by

English to Spanish

CREATIVE DIGITAL

DIGITAL

Digital is the MC Millennial’s domain. They

like to log in daily to Facebook and connect

with brands they feel loyal to through

multiple channels, especially if there is

an incentive to do so. Digitally, Innovation

Without Barriers engages MCs via mobile

applications, a YouTube takeover, social media

pages and rebranded games.

To offer Nissan consumers mobile

entertainment, Nissan will partner with

the game developer POLYTRON to create

a Nissan branded content version of

the Xbox LIVE and video game Fez. This

game will be ported for iOS and Android

devices. This game encompasses the

Innovation Without Barriers theme with its

innovative game play using perspective to

overcome obstacles. Fez is the winner of

five independent game festival awards.

Nissan is there to help MC Millennials

cross barriers in comfort and style.

Therefore, we developed the Dashboard

Without Barriers: a mobile application

to provide all Nissan drivers hands–

free access to technology. The voice-

commanded dashboard, developed to be

compatible with iOS and Android devices,

utilizes Dragon Dictation to provide a

streamlined interface.

DASHBOARD WITHOUT BARRIERS

MICROSITE: SOCIAL MEDIA

BRANDED CONTENT GAME: FEZ

Voice–commanded text messaging

GPS map with auditory turn-by-turn

directions to points of interest.

Voice-commanded Pandora and

existing music files.

Word Lens application: translates

signs in foreign languages to English

instantly via a smartphone camera.

Internet connection not required.**

The first five-hundred people to download the app will receive a car dock courtesy of Nissan.

Features include:

Following the video, the site selects a Nissan

model based on the users “likes,” and a page

explains how this model’s style and features

will help them to break more barriers in the

future. The results can be liked, tweeted and

posted to Facebook. The user can also see

other Nissan models by clicking a link that

directs them to nissanusa.com.

Using Facebook, the Innovation Without

Barriers viral microsite will create a video

story from a user’s photos, likes and profile

information. This interactive component:

Acts as inspiration to the logged in

user, reviewing their life and how they

have broken barriers through the social

network.

Shows where the user has been and

where they are going.

Includes a loading screen that features a

manifesto, encouraging users to be free.

Jupiter Images, Getty Images

2221 CREATIVE DIGITAL

YOUTUBE TAKEOVER AND BANNERS

Takeover of YouTube Nissan channel

features video that mimics the :30

commercial in which walls fall down and

the Nissan Altima is released. Web banner

ads appear on websites that are a popular

source for MC Millennials.

SOCIAL MEDIA

1

3

5 6

4

2

Nissan’s social media pages, including

Facebook, Twitter and Google+, will be revised

to reflect the Nissan voice found through

Innovation Without Barriers. These sites will be

used to promote other facets of the campaign,

such as Dealership Without Barriers and the

Jobs Without Barriers microsite.

ESPNPeopleGoogle

Facebook Google + Twitter

Banner Ad

Banner Ad

Google

CNN Essence YahooLinkedin

Facebook

YouTube

Cosmo

YahooMapQuest

Scott Quinn Photography, Getty Images

2423 CREATIVE

PUBLIC RELATIONS

Our goals in PR marketing are twofold. First,

convince consumers that the Innovation

Without Barriers theme is more than just

words — it’s actions. Second, generate

buzz that reaches a broader audience and

is newsworthy, essentially providing free

advertising.

Enhancing the visitor’s experience at the

Showroom without Barriers is an interactive

station that hosts a 40-inch Samsung SUR40

table equipped with the latest technology,

Microsoft Surface Platform. This technology

supports more than 50 simultaneous

inputs, insuring plenty of opportunities for

interaction.

The interactive station provides the following

engaging experiences:

The five markets where the Showroom

Without Barriers appears are our five

hotspots with high concentrations of

multicultural Millennials: New York City,

Chicago, San Antonio, Miami and San Diego.

This event redefines the dealership in a

way that appeals to the independence of

Millennials — it brings freedom and fun to the

showroom experience, heightened credibility

to the Innovation Without Barriers theme and

a distinctive brand voice to Nissan.

This alternative showroom brings the Nissan

dealership to the consumer, breaking free

of convention and injecting new life into the

typical car dealership experience. To reinforce

our theme, the showroom takes the form

of a large box, presented to the public in an

unlikely place. One week before the “box

opening,” a digital countdown begins on an

LED screen, acting as a guerilla marketing

technique that builds buzz and anticipation.

No ordinary box

SHOWROOM WITHOUT BARRIERS

MICROSOFT SURFACE PLATFORM

Walls constructed of glass.

One-way vision film covers glass on the

outside, making it impossible to see the

inside of the showroom.

Once inside, the walls seemingly

“disappear,” so it literally becomes a

Showroom Without Barriers.

Sleek, sophisticated, futuristic — with

interactive capabilities

Five core models (Altima, Sentra, Versa,

Rogue, Pathfinder) are displayed on the

pedestals within the showroom.

Five iPads are stationed on stands, one

alongside each car iPads link to projection

mapping technology that lets visitors

change the car’s color and reveal its

interior structure.

Visitors also use iPads to access more

information about each core model,

browse testimonials, and register for test

drives at an authorized dealership.

Nearfield communication is used to

connect with user mobile devices for

easy access to social media.

A four-player racing game that lets

visitors compete with each other for top

scores.

“Road Without Barriers” allows users

to select their Nissan and road for an

interactive experience.

Application for visitors to create a road

trip and share traveling experiences.

1

2

3

4

5

PUBLIC RELATIONS

No ordinary showroom

2625 PHILANTHROPYCREATIVE

PARTNERSHIP TO OVERCOME BARRIERS

ADVENTURE TEAM CHALLENGE

Nissan Innovation Without Barriers will

partner with the not-for-profit organization

No Barriers USA. A partner of the 501c3

organization Global Explorers, No Barriers

USA empowers modern-day explorers to

better understand the infinite potential

that lies within themselves while providing

innovative experiences that help people climb

higher, dig deeper and go further in their

life journeys. Every two years, they sponsor

the “No Barriers Summit” geared primarily

toward people living with physical challenges

and providing them with unique opportunities

to interact with the world’s most innovative

and ground-breaking assistive equipment

and technology. The partner company Global

Explorers, assists students with breaking

down the barriers between countries and

becoming global leaders.

Nissan will sponsor an annual “Adventure

Team Challenge” in which teams of five

participants — two of whom must be

physically handicapped — work together

to overcome multiple physical and mental

barriers in a competition format. While

building camaraderie, the challenge gives

people the inspiration to achieve and live

the “No Barriers” mindset. Proceeds from

fundraising associated with the competition

will benefit No Barriers USA and No Barriers

University , which provides year-round,

country-wide education on techniques,

technologies and ideas people use to assist

individuals with challenges.

PHILANTHROPY

JOBS WITHOUT BARRIERS

In this nationwide competition, users blog

about how they used innovative thinking to

overcome a barrier in their lives. Visitors to

the blog (linked to a Nissan microsite) vote

for their favorite. After a consecutive three

months, Nissan awards a job to the person

with the most votes.

Over a six-month period, the winner has the

opportunity to try out positions within various

areas of the company: sales, marketing

engineering, production, and finance. Each

week, a video uploaded to the microsite,

Twitter feed and Facebook feeds lets viewers

keep tabs on the winner’s progress

Jobs Without Barriers lets viewers see

Nissan at work and become acquainted with

the variety of people and experiences within

the company. At the end of the six months,

Nissan decides where the worker’s skills will

be most useful and offers them a permanent

position.

2827 CREATIVE DIRECT MARKETING

TABLETS

AUGMENTED REALITY BROCHURE

Our direct marketing pieces follow the theme

of breaking down barriers and use non-

traditional mailers to capture the attention

of our target market. The first direct-mail

piece goes out during the period our print

campaign runs, supporting the manifesto

Our research told us that multiculturals

trust word-of-mouth more than traditional

advertising. Based on this insight, each

Nissan dealership is equipped with tablets

mounted next to each core model reeling

a live feed of testimonials from previous

satisfied buyers.

Mounted tablets will be removable from

each stand and used by salesmen to

facilitate sales. The tablets will have front-

facing cameras to include important family

members that MCs couldn’t have present

at the dealership, eliminating distance as

a barrier. Because our target values the

DIRECT MAIL

POINT-OF-PURCHASEWe eliminated the clutter of the traditional

car brochures found in dealerships by

implementing augmented reality and the use

of Goldrun technology. Buyers can take away

the new brochures and use their smartphone

to learn more about the make and model of

the vehicle they’re most interested in buying.

Augmented reality allows them to gain

more information in a more interactive and

innovative way.

2014 Core Model Brochure

AltimaSentraRogueVersaPathfinder

INNOVATION WITHOUT BARRIERS

laid out in the copy. The second direct-mail

piece will be sent strictly to the multiculturals

based off demographics gathered through

E-tech, the Ethnic Segmentation of American

Households mailing list.

opinions of family and friends to help them

with the buying process, MCs can upload a

picture of themselves through their social

media outlets and show others how look in

their new car.

In addition, users can view testimonials of

previous buyers of each model. These tablets

also incorporate some of the features found

in the Dashboard Without Barriers app.

3029

MED

IA &

BUD

GET STRATEGY

Taking into account the propensity of multicultural

Millennials to be tech-savvy multi-taskers, we

developed our communication to interact with

the target market via both traditional and non-

traditional media.

Media selections are based on both impressions

with Millennials and MC Millennials. Although

selecting multicultural media outlets is still

important, that importance is decreasing among

younger generations and more Millennials

are frequenting websites and reading similar

magazines regardless of ethnic background. Our

plan therefore focuses on both targeted and mass

media, and designates specific markets with high

concentrations of new car buying multicultural

Millennials. We isolated five such markets: New

York, NY; Miami, FL; San Antonio, TX; Chicago, IL;

and Los Angeles, CA.

These Direct Marketing Areas (DMAs) receive

special attention — and extended reach — in our

media plan.

Our campaign schedule uses a pulsing format

with broadcast introducing MC Millennials to the

Innovation Without Barriers IMC program. Media

vehicles were selected, on a reach and frequency

basis, in regards to their popularity with MC

Millennials. All aspects of our media plan directly

align with the interests of the target market and

are positioned in such a way as to ensure constant

and complete exposure during the IMC program.

Finally, we strategically scheduled multiple

components of our IMC program to run

concurrent with the three peak car-buying months

(March, July and December) based off reports

gathered from Ad-Ology.

MEDIA PLANBUDGET

BROADCAST

Kicks off with spot placement of the :30 in

the five target areas.

Achieves national placement in May during

shows popular with Millennials according to

Nielsen Ratings on each major network: How

I Met Your Mother, The Voice, CSI, The Office

and Parks and Recreation.

National showing during peak car-buying

months (July, December and March) during

three major shows: Big Bang Theory,

Modern Family and Family Guy.

Runs :30 spot from September to the

second week of January, during major

College Football games, in order to continue

Nissan’s sponsorship with the NCAA and the

Heisman.

Showing during peak car-buying months

on Hispanic Television shows: Abismo De

Passion, Que No Padia Amar, Famila Con

Suerte 2 to appeal to Hispanic Millennials.

PRINT

MICROSITE

SOCIAL MEDIA & YOUTUBE TAKEOVER

HULU VIDEO ADVERTISEMENT

BANNER ADS AND DIGITAL RADIO SPOT

OUT-OF-HOME

PUBLIC RELATIONS

DIRECT MAIL

w

Runs in magazines with high readership among

Millennials: People, Sports Illustrated and

Cosmopolitan.

Runs during special issues of these publications

People

Oscars Issue— April

Best of Issue—December

Sports Illustrated

Summer Double Issue—July

Swimsuit Edition— February

Cosmopolitan

Beach Beauty Issue—July

Cosmo Astrologer—January

Runs during peak car–buying months

in multicultural magazine selections:

People enEspanol (Hispanic-American),

Essence (African-American), and Hyphen

(Asian-American).

Runs during peak car-buying months in Wired,

a publication especially popular with MC

Millennials.

Runs consistently in the New York Times

newspaper based on survey results naming

this the top-read newspaper.

Purchases of all available media space at

20 shopping malls chosen within the five

key markets during non-peak car-buying

months.

Targeted bulletin boards run during the

month before peak car-buying months.

Times Square and additional bulletin

boards placed during peak car-buying

months to increase impressions.

Showroom Without Barriers travels

across the country, hitting each of the

five DMAs: New York and Chicago in

July, San Antonio in December, and Los

Angeles and Miami in March. These

times overlap with peak car-buying

periods, occurring one time in each city.

Microsoft Surface interactive station

is featured at each Showroom Without

Barriers event.

Jobs Without Barriers microsite is

launched at the start of the IMC program

for one month. Three-month internship

placement begins in September.

Mailed invitations delivered to selected

residents in the five key markets to host the

Showroom Without Barriers.

Mailed dashboard phone holders delivered

to the first 500 people to download the

Digital Dashboard phone application.

Launched at beginning of the IMC program

and runs continuously to gain impressions

through word-of-mouth and “shares” on

social-media sites.

Runs continuously through the IMC program,

Nissan social sites: (Twitter, Facebook

Google+, and YouTube} are resurfaced to

reflect the Innovation Without Barriers theme.

Nissan’s YouTube channel is taken over

by an Innovation Without Barriers motion

advertisement to run during the entire IMC

program.

Runs concurrent with peak car-buying months:

July, December and March.

Give viewers the option to watch the :30 or :60

commercial spot.

Banner Ads displayed during all non-peak car-

buying months.

Digital Radio Spots run on Pandora, Spotify

and Grooveshark during all non-peak car-buying

months.

For websites that allow rich media content, the

:60 spot is embedded for easy viewing.

3231 MEDIA MEDIA PLAN

Months Apr

il

May

June

July

Aug

ust

Sep

tem

ber

Oct

ober

Nov

embe

r

Dec

embe

r

Janu

ary

Febu

ary

Mar

ch

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Insertions Impressions Totals

National TVBig Bang Theory 13 209,690,000 1,586,784.00$

Modern Family 13 137,800,000 1,995,104.00$ Family Guy 13 99,125,000 2,119,296.00$

College Football 13 77,948,000 3,408,000.00$ How I Met Your Mother 14 156,800,000 1,350,632.00$

The Voice 14 78,000,000 464,010.00$ CSI 14 163,800,000 1,082,800.00$

The Office 14 68,264,000 536,520.00$ Parks and Recreation 14 64,512,000 935,064.00$

Spot Cable TVNew York City, NY 351 2,403,304,800 4,089,405.60$

Chicago, IL 351 1,115,462,400 1,809,133.20$ San Antonio, TX 351 281,704,800 316,159.20$

Miami/ Ft. Lauderdale, FL 351 498,950,400 1,990,976.40$ Los Angeles, CA 351 1,612,010,400 4,314,618.00$

Hispanic TV (Spot Cable TV)Abismo De Pasion 13 54,665,000 2,916,797.00$

Que No Padia Amar 13 52,832,000 2,884,024.00$ Famila Con Suerte 2 13 57,616,000 2,851,251.00$

OnlineMicrosite 1 N/A N/A

Social Media 520 900,000,000 6,750,000.00$ Hulu 13 543,345 2,000,000.00$

Banner Ads 663 1,215,000,000 3,750,000.00$ Digital Radio 117 1,260,000,000 2,000,000.00$

MobileFez 1 N/A N/A

Dashboard without Barriers 1 N/A N/A

PrintPeople Magazine 36 10,350,000 2,880,000.00$ Sports Illustrated 9 9,450,000 3,535,200.00$

Cosmopolitan 9 9,000,000 2,526,435.00$ Essence 3 3,150,000 305,100.00$ Hyphen 3 33,000 1,650.00$

People En Espanol 3 1,620,000 223,800.00$ Wired 3 2,400,000 1,044,108.00$

New York Times Newspaper 98 89,557,300 214,620.00$

Out-Of HomeMall Display 25 50,745,325 1,305,000.00$

Targeted Bulletins 141 2,794,744,075 3,999,240.00$ Bulletins 123 129,392,064 3,170,400.00$

Times Square 1 136,500,000 2,000,000.00$

Public RelationsShowroom without Barriers 5 N/A N/A

Microsoft Surface 5 N/A N/AJobs without Barriers 1 N/A N/A

Direct MailCollateral 2,561,113 10,466,100 N/A

Dashboard Giveaway 5,000 5,000 N/A

Total 2,569,768 13,753,041,009 69,312,019.40$

Weeks

Duration of individual components of campaign Week that component is active for peak months

Represents part of the production budgetWeek that component is active during non peak months N/A

*

* This total solely represents the entire media buy. The remainder of the budget is reflected in the production and contingency budgets.

Months Apr

il

May

June

July

Aug

ust

Sep

tem

ber

Oct

ober

Nov

embe

r

Dec

embe

r

Janu

ary

Febu

ary

Mar

ch

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Insertions Impressions Totals

National TVBig Bang Theory 13 209,690,000 1,586,784.00$

Modern Family 13 137,800,000 1,995,104.00$ Family Guy 13 99,125,000 2,119,296.00$

College Football 13 77,948,000 3,408,000.00$ How I Met Your Mother 14 156,800,000 1,350,632.00$

The Voice 14 78,000,000 464,010.00$ CSI 14 163,800,000 1,082,800.00$

The Office 14 68,264,000 536,520.00$ Parks and Recreation 14 64,512,000 935,064.00$

Spot Cable TVNew York City, NY 351 2,403,304,800 4,089,405.60$

Chicago, IL 351 1,115,462,400 1,809,133.20$ San Antonio, TX 351 281,704,800 316,159.20$

Miami/ Ft. Lauderdale, FL 351 498,950,400 1,990,976.40$ Los Angeles, CA 351 1,612,010,400 4,314,618.00$

Hispanic TV (Spot Cable TV)Abismo De Pasion 13 54,665,000 2,916,797.00$

Que No Padia Amar 13 52,832,000 2,884,024.00$ Famila Con Suerte 2 13 57,616,000 2,851,251.00$

OnlineMicrosite 1 N/A N/A

Social Media 520 900,000,000 6,750,000.00$ Hulu 13 543,345 2,000,000.00$

Banner Ads 663 1,215,000,000 3,750,000.00$ Digital Radio 117 1,260,000,000 2,000,000.00$

MobileFez 1 N/A N/A

Dashboard without Barriers 1 N/A N/A

PrintPeople Magazine 36 10,350,000 2,880,000.00$ Sports Illustrated 9 9,450,000 3,535,200.00$

Cosmopolitan 9 9,000,000 2,526,435.00$ Essence 3 3,150,000 305,100.00$ Hyphen 3 33,000 1,650.00$

People En Espanol 3 1,620,000 223,800.00$ Wired 3 2,400,000 1,044,108.00$

New York Times Newspaper 98 89,557,300 214,620.00$

Out-Of HomeMall Display 25 50,745,325 1,305,000.00$

Targeted Bulletins 141 2,794,744,075 3,999,240.00$ Bulletins 123 129,392,064 3,170,400.00$

Times Square 1 136,500,000 2,000,000.00$

Public RelationsShowroom without Barriers 5 N/A N/A

Microsoft Surface 5 N/A N/AJobs without Barriers 1 N/A N/A

Direct MailCollateral 2,561,113 10,466,100 N/A

Dashboard Giveaway 5,000 5,000 N/A

Total 2,569,768 13,753,041,009 69,312,019.40$

Weeks

Duration of individual components of campaign Week that component is active for peak months

Represents part of the production budgetWeek that component is active during non peak months N/A

*

* This total solely represents the entire media buy. The remainder of the budget is reflected in the production and contingency budgets.

BUDGETNational TV Spot TV Hispanic TV Online Print Out of Home

13.5% 12.5% 8.7% 14.5% 9.7% 10.5%

2% 2.6%

PrintBroadcast

PR Direct Mail DigitalContingency

9% 4.5% 7.5% 5%

Media

Production

Media Sources:AdAge//Ad-ology//SRDS Nielsen//Contemporary Advertising//Digital//Radio Media Kits//Print Publication Media Kits//Clear Channel Rate Kit//The

3433

Rebecca Dreifuss

Melanie Fitts

Tatiana Girman

Kendall Gregory

Pablo Isaza

Taichi Kozaki

Mark Manalaysay

Ryan Middleton

Rachel Mwakule

Marissa Pierce

Advisor: Prof. Art Novak

AFTERWORD & CREDITS

The shape of a pentagon inspires the Creative

Harbor’s logo. Our group consists of twenty

members; it requires twenty steps to create a perfect

pentagon. Each of us brings Creative Harbor a step

closer to creating a flawless campaign for our client.

Collectively, we are the ideal combination of creative

account managers, creative researchers, creative

digital developers, creative art directors and creative

copywriters. Together we are Creative Harbor.

TEAM MEMBERSKatie Reeks

Shannon Ross

Emily Shaw

Mafe Sotillo Lairet

Chelsea Stonerock

Freddy Travis

Reid Warner

Richard Weston

Michael Williamson

Rovan Yu

Professors Mark Bazil, Bear Brown, Michael,

Chaney, Michael Hofstein, Bill Shanahan, and

Luke Sullivan, Chair of Advertising.

Thanks to the following individuals and establishments, without whom production of our Nissan campaign would not have happened.

Sydney Anderson//Theo Angus//Terry Barnett

Lindsay Bohn//Nikita Carpenter//Kevin Chia

Ross Faulds//Estefany Gomez//Adam Hamli

Ben Harrison//Liz Liu//Angela Maisch//

Christopher Mennuto//Andrew Miller//Susan

Noona//Whitney Olinger//Dorothea Oppen-

heimer//Megan Phillips//Marc Schoenfeld

Mike Simard//Laine Stewart//Madeline Toelke

Jim & Lucille Travis//Dosha Sav. //Murphy’s Sav.

AFTERWORD & CREDITS

TEST

ING A

ND EV

ALUA

TION

In a series of fifteen face-to-face interviews

with multicultural Millennials, we gauged

reactions to Innovation Without Barriers,

showing print, direct mail, and our

microsites.

We interviewed each respondent twice,

first testing the effectiveness of the print

component and then focusing on the

meanings conveyed by the overall concept.

Reactions to the campaign were

overwhelmingly positive. In the words of one

respondent, “You’re always thinking about

your chances in doing something … and with

Nissan, it kind of feels like, in a way, if I have

a Nissan, things are just going to be a little

better.”

The Jobs Without Barriers initiative tested

very well, with soon-to-be college graduates

responding favorably to the microsite’s

accessibility. Said one:

“It’s just very streamlined, and it’s very

simple to look at and use.”

At the start of the testing, we asked

respondents for their impressions of Toyota,

Honda, and Nissan. At the end, we asked if

their feelings about Nissan had changed after

seeing the advertising. One interviewee

summed up the general reaction: “The print

and the direct mail make me remember

Nissan for a long time.” A second respondent

concluded, “I didn’t know much about Nissan

before, but now I know they are all about

freedom and no barriers.”

CONCEPT TESTING

Interviewees were able to pinpoint Innovation

Without Barriers meaning, “free,” “breaking

down obstacles,” or “doing what you really

want without worrying what others think.”

The testing left little doubt in our minds: the

campaign succeeds in creating for Nissan

an identity built around a culture of self-

expression and overcoming barriers,

Our campaign theme, Innovation Without

Barriers, also could describe our experience

working on the Nissan IMC program. To be

sure, there were barriers, all along the way

—barriers to finding a solution that would

effectively communicate to our target while

focusing on innovation — and separating

Nissan Innovation from everyone else’s. One

Creative Harbor will evaluate the campaign’s

effectiveness after each peak car-buying

month (July, December, March). Both aided

and unaided recall measures will help

determine whether the campaign is (1) being

remembered, (2) being understood, (3) being

associated with Nissan, and (4) generating

positive associations with Nissan. Both print

and TV will be used in aided recall.

Evaluation will take place in New York, one

of our key markets, and Atlanta, San Diego,

Houston (non-key markets) in order to gauge

the effectiveness of additional advertising,

promotion, and public relations in the key

markets. We will also compare Nissan sales

(for both New York and Boston) during peak

car-buying months with sales in those same

cities from the previous year.

TESTING THANK YOU, NISSAN

NICE TO MEET YOU TOO! WE ARE:EVALUATION

by one, the barriers fell away as Creative

Harbor’s innovative thinking overcame the

challenges. In the process, we began to feel

the exhilaration that comes with digging

into a difficult communications challenge

and finding the answers. Thank you, Nissan,

for providing the opportunity that made this

journey possible.