DRIVEN TOGETHER OWNER’S MANUAL

For success, read carefully and keep top of mind.

DRAKE UNIVERSITY Blue, Inc. TABLE OF CONTENTS Navigating Your Vehicle

GETTING TO KNOW YOUR VEHICLE Executive Summary 2

PRE-OPERATION CHECKS Research Overview 3 History & Methods 4 Insights 5 A Community of Forward Thinkers 6 Auto Trends 7

FEATURES & CONTROLS Media Overview 8 Consumer Profiles 9 Target Markets 10 Overall Strategy 12 2013–2014 Nissan Media Schedule 16

DRIVING YOUR VEHICLE Marketing Overview 17 SWOT Analysis & Share of Voice 18 Budget 19 Promotions 20 Experience 22 Designer Interiors 23 Social Media 24

APPEARANCE & CARE Creative Overview 25 Outdoor 26 Print 27 72 Hour Urban Action 28 Ambient Advertising 29 Internet Advertising 30 Television 31 Measures of Success 32

Table of Contents 1 Blue, Inc. Blue, Inc. EXECUTIVE SUMMARY PRE-OPERATION CHECKS The Problem & Our Solution Research Overview

THE PROBLEM OUR INTERACTIVE SOLUTION: To build awareness and create lasting favorability for THE DRIVEN TOGETHER CAMPAIGN To best represent the target market, we explored their the Nissan brand among African American, Hispanic, Blue, Inc. will present Nissan with a fully integrated and Chinese Millennials, Nissan will challenge marketing campaign that represents the core values lifestyles and cultural values. The Driven Together consumers to take charge of their futures by engaging of our Multicultural Millennial target market. The campaign represents how the target market thinks and with their communities to create positive change. Driven Together campaign will demonstrate that Nissan Blue, Inc. will accomplish this by: understands and embraces the importance of family, acts, and seeks vehicle information. Through research, a community, and cultural expression. Realizing the • Providing opportunities for Millennials to importance of innovation in their communities, the focused portrait of the target market was created, making collaboratively revitalize their communities through target market will be empowered by Nissan to affect Nissan effectively connect with the target market in a Nissan-sponsored urban action events. change. The Driven Together campaign will demonstrate • Promoting engagement with the Nissan brand the innovative power of cultural collaboration. By meaningful and successful way. through traditional and ambient advertising of an bringing diverse perspectives together to address interactive nature. emerging issues, Nissan will become a symbol for the • Consolidating the Nissan-owned online destination future of the Multicultural Millennial generation. experience to advance a unified and user-friendly web presence. • Challenging the conventional dealership experience by emphasizing consumer independence and increasing dealership traffic.

These objectives will: • Increase total Multicultural share by 5 percent • Grow Facebook fans and Twitter followers by 20 percent • Expand brand awareness by 15 percent • Improve brand favorability by 10 percent

2 Getting to Know Your Vehicle Pre-Operation Checks 3 Blue, Inc. Blue, Inc. RESEARCH RESEARCH History & Methods Insights

NISSAN HISTORY METHODS HIGH-INVOLVEMENT MULTICULTURAL INSIGHTS Headquartered in Japan, Nissan Motor Company • Investigated credible blogs, articles, newspapers, and PURCHASES MILLENNIALS AND MEDIA Conducting eight depth was founded in 1933. Selling under the brand magazines online to create a thorough understanding Nissan’s goal to build lasting Millennials are uncomfortable interviews within the given target name Datsun in the United States and other of the auto industry, the future of cars, and the needs favorability and ultimately increase being defined solely by their race. market revealed unique cultural export markets until 1981, Nissan is one of the of the target markets. multicultural market share requires For this generation, shared ideals perspectives. Two common and largest full-line car manufacturers in the world. • Utilized Census information to discover basic personalized communication with and attitudes successfully represent recurring themes emerged: a drive Shifting to the unified brand name allowed Nissan information about the target market. the target market. As this is a the Multicultural population. to achieve seemingly unattainable to develop more successful marketing and a more • Used MRI+ to examine what the target market high-involvement purchase, Nissan Multicultural Millennials expect goals, and a genuine understanding cohesive world presence. Nissan’s key brand is looking for in a car: style, features, seating, price, must demonstrate their innovation unique and advanced advertisements. of the importance of community. attributes, performance, quality, and style, set financing, and more. and build a rapport with the target They are empowered by technology, Nissan apart from its competitors. While each • Created consumer purchase behavior and vehicle market. Nissan must focus on unequivocally connected, and Recognizing the values of the model in Nissan’s line-up receives marketing preference surveys that generated data insights into promoting their overall brand in considerably mobile. Multicultural target market allows Nissan to support, in the last year Nissan has embraced the purchaser and the purchase decision. order to convince the target market Millennials require more from deliver vehicles that do more a Core Model strategy. This focuses major • Examined the lifestyles, attitudes, interests and to make an eventual positive technology than functionality. than transport individuals from marketing efforts on the top-selling vehicles: opinions of the target market in the Simmons purchase decision. Utilizing this They demand extended application, A to B. Nissan will continue to Altima, Rogue, Sentra, Pathfinder, and Versa. OneView database. knowledge, the Driven Together autonomous implementation, and communicate the innovation Looking to the future, Nissan will continue to • Conducted depth interviews with members of campaign highlights how Nissan’s personalization opportunities. The theme in all marketing efforts. raise the bar in terms of performance, design, and the target market. innovation develops positive brand Driven Together campaign integrates environmentally conscious vehicles. awareness for the target market. technology in the advertisements The Driven Together campaign NOTE to seamlessly communicate Nissan’s will unite Nissan and the target Chinese respondents were largely unavailable in both primary and secondary research. Often they were grouped into the Asian category in order to find innovation to Multicultural market, demonstrating how Nissan’s substantial and applicable results. Millennials across all media. innovations make achieving the goals of the target market possible. MILLENNIAL ETHNIC MAKE UP

Hispanic 20.2%

African American 14.9% Caucasian & Other 60.4%

Asian 4.5%

4 Pre-Operation Checks Pre-Operation Checks 5 Blue, Inc. Blue, Inc. RESEARCH RESEARCH A Community of Forward Thinkers Auto Trends

THE IMPORTANCE OF COMMUNITY INDEPENDENT FORWARD THINKING EDUCATION GOALS AUTO TRENDS There has been a significant increase in community Multicultural Millennials are decidedly more forward 50% The Driven Together campaign will build a lasting involvement in the Millennial generation when thinking than past generations. They challenge 44% relationship with the target market. As individuals compared to other age cohorts. Multicultural Millennials convention and value independent thinking. As the within the target market move to make a car purchase, believe in being involved in their communities, helping most educated generation in American history, the target 40% the innovations of Nissan will solidify their purchase others, and volunteering. market confidently expresses their innovative opinions decision. Nissan must capitalize on these three auto and forward-thinking values. 31% trends to effectively meet the needs of the target market: • Millennials are cognizant of their environment; 63 30% percent recycle and 51 percent buy green products. • 89 percent of Multicultural Millennials are likely or • Commitment to Technology • 52 percent of Millennials want to be more involved very likely to switch from one brand to another (price As we enter a new technological age, Millennials 19% with issues affecting their community, given the and quality being equal) if the second brand is 20% are looking for cars that keep up with current trends. opportunity. associated with a good cause. Voice recognition, rear-view cameras, iPod • The Images USA Multicultural Study found that 21 • 83 percent will trust companies more if they are capabilities, and social network integration are just a 10% percent to 39 percent of the target market donates ethically and socially responsible. 6% few of several important features. their time to causes ranging from neighborhood clean- • Pew Research reports that Multicultural Millennials • Digital Convergence up to disaster relief. are supportive of a progressive domestic social agenda. With Millennials, connectedness is vitally important. • The same study found that 65 percent to 84 percent • Pew Research also reports that Multicultural Plan to Already No Plans to Do Not Automakers must support the emerging “digital of the target market feels they need to be more Millennials currently enrolled in high school, college Graduate Graduated Graduate Know lifestyle” of automotive consumers by connecting involved in their community. or graduate school are particularly ambitious. About College College College vehicle systems to cloud services supporting these new • The same study found that 81 percent of Multicultural half want to go on to earn a graduate or professional user lifestyles. Millennials feel the gravity of current issues school degree. • Fuel Efficiency and Electronic Vehicles motivates them to get involved. Millennials are looking for efficiency both to increase The Driven Together campaign supports the forward- their eco-friendliness and also to save money on The Driven Together campaign recognizes the thinking ideals of the target market. Integrating fuel economy. importance of community involvement for the target innovation into every aspect of the campaign, from print market across the country. advertisements to urban action, connects Nissan with the Nissan’s commitment to innovation will allow the target target market in a valuable and effective manner. market to obtain these auto trends for years to come.

6 Pre-Operation Checks Pre-Operation Checks 7 Blue, Inc. Blue, Inc. FEATURES & CONTROLS CONSUMER PROFILES Media Overview

Britney Woo Darryl Johnson Antonio & Mercedes Lopez Aiming to reach 80 percent of the target market with Age 26 Age 29 Ages 24 & 23 a frequency of 4.0, Nissan’s ads will resonate with the target markets and secure a place in their evoked sets. The campaign will be adjusted seasonally and geographically to effectively connect the right consumers with the right vehicles.

• Lives in Fresno, CA • Lives in Miami, FL • Lives in Houston, TX • Financial Planner • Department Store Manager • Antonio is part of the • Second generation Chinese • Annual income of $55,000 construction industry (bilingual) • Married with two children • Mercedes works in retail • Subscribes to Women’s Health • iPhone user, but not to its full • Second generation Hispanics and Vogue capacity • Antonio is a heavy listener of • Yahoo! and Gmail user • Watches sports on television Spanish AM and FM radio • Interests include tennis and • Reads ESPN Magazine, Sporting • Both watch Spanish-language personal growth News, and Jet television • Looking for a car with good gas • Purchases Ebony, Vogue, and • Mercedes reads Latina and Cosmo mileage and great safety Babytalk for his wife • Mercedes uses Facebook, Myspace, and Yahoo! • Both frequently visit the Univision website

8 Features & Controls Features & Controls 9 Blue, Inc. Blue, Inc. TARGET MARKETS TARGET MARKET BEHAVIORS

Where Are They? Magazines Newspaper Radio Television Internet Outdoor 170

159 157

140 Based on 2011 consumer research, Multicultural Millennials can be found in the following Designated 131 Market Areas (DMAs): (1) New York, New York (2) Houston, Texas (3) San Antonio, Texas (4) 122 121 Austin, Texas (5) Chicago, Illinois (6) Miami-Ft. Lauderdale, Florida (7) Orlando-Daytona Beach- 114 112 106 Melbourne, Florida (8) Los Angeles, California (9) San Francisco-Oakland-San Jose, California (10) 101 (100 average) Washington D.C. (11) Seattle-Tacoma, Washington. 97 97 93

84 86 80 79 72 71 Seattle-Tacoma, WA 65

52 49 49

New York, NY Popular Vehicles: Babytalk Music BET Facebook Millennials Cosmo Talk ESPN Gmail San Francisco-Oakland- Chicago, IL Chinese Ebony Sports Talks ESPN2 iTunes San Jose, CA Washington D.C. African Americans ESPN MTV MTV.com Hispanics Latina MTV2 Univision.com Los Angeles, CA Parents MTV Tr3s Yahoo.com Sporting News Telemundo Vogue Univision Women’s Health Orlando-Daytona Beach- Jet Austin, TX Melbourne, FL Houston, TX San Antonio, TX Miami-Ft. Lauderdale, FL

MULTICULTURAL POPULATION NISSAN YEAR AT A GLANCE

Hispanic African-American Asian Month Reach Est Freq Est GRPs Est $(000) Est

DMA # of Households % of Pop. # of HH % of Pop. # of HH % of Pop. # of HH Total # of HH April 91.1 4.5 414 2,967.5 New York 7,387,812 28.6 2,112,914 25.5 1,883,892 12.7 938,252 4,935,058 May 91.1 4.5 414 2,922.5 Los Angeles 5,569,780 48.5 2,701,343 9.6 534,699 11.3 629,385 3,865,427 June 91.1 4.5 414 3,742.5 Chicago 3,493,480 28.9 1,009,616 32.9 1,149,355 5.5 192,141 2,351,112 July 91.1 4.5 414 4,375 San Francisco- August 88.6 4.5 395 4,375 Oakland-San Jose 2,506,510 15.1 378,483 6.1 152,897 33.3 834,668 1,366,048 September 88.6 4.5 395 4,375 Washington D.C. 2,360,180 9.1 214,776 50.4 1,189,531 3.5 82,606 1,486,913 October 86.1 4 341 4,375 Houston 2,185,260 43.8 957,144 23.7 517,907 6.0 131,116 1,606,166 November 82.8 3.5 286 4,375 Seattle-Tacoma 1,811,420 6.6 119,554 7.9 143,102 13.8 249,976 512,632 December 82.8 3.5 286 4,375 Miami- January 82.8 3.5 286 3,742.5 Ft. Lauderdale 1,583,800 70.0 1,108,660 19.2 304,090 1.0 15,838 1,428,588 February 87.6 3.5 305 10,797.5 Orlando- Daytona March 89.6 4 360 2,967.5 Beach-Melbourne 1,465,460 17.5 256,456 26.9 394,209 2.7 39,567 690,232 Total 4,310 53,435 San Antonio 880,690 63.2 556,596 6.9 60,768 2.4 21,137 638,500 Austin 686,830 30.6 210,170 10.1 69,370 4.7 32,418 311,958 Total # of HH 29,931,222 9,625,712 6,399,818 3,167,105 19,192,635

10 Features & Controls Features & Controls 11 Blue, Inc. Blue, Inc.

BREAKDOWN BY MEDIUM MAGAZINES • Full-page, four-color print advertisements continuously placed OVERALL STRATEGY Radio throughout the fiscal year 6% • Selections: Cosmo, ESPN Magazine, Jet, Ebony, Vogue, Babytalk, Print Television Latina, Women’s Health, Sporting News and Parents 28% 30% • Rationale: The white space and use of technology will effectively capture the attention of the target market and cut through the Internet clutter. Interactive information will lead the target market to To increase the market share for Multicultural Millennials, 19% Super Bowl Media Targeted GRPs 14% Nissan’s website. Additional advertisements placed on each of the the Driven Together campaign features a variety of Print magazines’ websites will ensure continuity and boost frequency. advertising and promotions. The target market will be Babytalk 47 Direct • Targeted GRPs: 1,410 Cosmopolitan 170 driven to Nissan’s website, which acts as an important Mail Ebony 48 Ambient 1% information source. The website will keep consumers ESPN 265 2% INTERNET engaged and facilitate learning about Nissan’s offerings. Latina 47 • Eye-catching banner ads and 60-second web videos Jet 201 Parents 47 • Selections: Yahoo.com, NissanUSA.com, and television and Sporting News 245 magazine websites Offensive Vogue 170 • Rationale: Research shows that Yahoo.com is the one Women’s Health Magazine 170 The campaign will increase Nissan’s Multicultural Total Targeted GRPs 1,410 commonality between all three segments of the target market. Millennial market share by strategically pulsing an Internet Advertising will utilize this trend and effectively reach all three aggressive campaign to provoke consumer engagement in EbonyJet.com 74 ESPN.com 170 segments in one place. eleven DMAs. Hulu.com 74 • Targeted GRPs: 858 Latina.com 74 MTV.com 74 AVERAGE ATTENDANCE OF Based on seasonal purchasing trends, the Pathfinder and HEISMAN COLLEGE TOUR Parents.com 74 TOP 25 BCS SCHOOLS Rogue will experience heavy exposure during the late fall Univision.com 74 Kentucky 66,070 • Nationwide college football tour events begin in September 2013 Womenshealthmag.com 74 and winter months. Advertising for the Sentra, Versa, and Virginia Tech 66,223 and end in December 2013 Yahoo.com 170 Altima will increase during the spring and summer months. Washington 66,264 • Selection: To be determined (10 football games) Total Targeted GRPs 858 Arkansas 68,932 Television Iowa 70,585 • Rationale: Events at college football games that feature potential In-language advertising placed in designated media vehicles BET – Daytime 162 Florida State 71,270 Heisman Trophy winners or BCS title rivals will effectively appeal ESPN – Primetime 235 will also effectively reach our target markets. Michigan State 73,556 to the target market. ESPN 2 – Primetime 235 South Carolina 76,668 MTV – Daytime 162 Clemson 77,469 • Targeted Exposures: 996,454 MTV 2 – Daytime 162 Wisconsin 79,862 Defensive MTV Tr3s – Daytime 162 Southern California 79,907 Telemundo – Daytime 162 Notre Dame 80,795 TELEVISION The defensive strategy allows Nissan to reach the target Univision – Daytime 162 Texas A&M 82,477 • 30-second, attention-grabbing television spots continuously market more effectively and more often using well- Total Targeted GRPs 1,442 Oklahoma 84,738 running through FY 2013 Radio Nebraska 85,664 researched niche messaging. CA – KPWR 105.9 & Recuerdo 103.9 81 Auburn 86,087 • Selections: BET, MTV, MTV2, MTV Tr3s, Univision, Telemundo D.C. – WKYA 93.9 54 Florida 90,511 • Rationale: National television programs achieve effective reach LSU 92,718 FL – The Beat 103.5 & Armor 107.5 81 for the target market, particularly African Americans and IL – WGCI 107.5 & La Que Buena 105.1 54 Georgia 92,746 NY/NJ – Hot 97.1 & La Que Buena 54 Tennessee 99,781 Hispanics. Advertisements placed on popular channels capitalize TX – Box 97.9 & La Que Buena 104.3 81 Texas 100,654 on niche marketing techniques that effectively engage the Alabama 101,821 WA – KZTA 96.9 54 Total Targeted GRPs 459 Penn State 104,234 target market. Ambient Ohio State 105,278 • Targeted GRPs: 1,442 Airports 3,991 Michigan 111,825 Average Attendance 84,645 Buses 3,990 Additional Tailgaters 15,000 Total Targeted GRPs 7,981 Exposures Per Game 99,645 Direct Mail In-Dealership Concerts 240 Total Targeted GRPs 240

12 Features & Controls Features & Controls 13 Blue, Inc. Blue, Inc.

RADIO 72 HOUR URBAN ACTION • 30-second daytime spots • Nationwide community improvement events April 2013 through March 2014 • Selections: CA- KPWR 105.9 & Recuerdo 103.9; D.C.- WKYA 93.9; FL- The Beat 103.5 & Armor 107.5; • Selection: Events will take place in 12 communities within our 11 DMAs. IL- WGCI 107.5 & La Que Buena 105.1; NY/NJ- Hot 97.1 & La Que Buena; TX- Box 97.9 & La Que Buena • Rationale: Nissan will connect with target markets in an environment geared toward community improvement. 104.3; WA- KZTA 96.9 • Target Exposure: 250,000 people • Rationale: Radio advertising in our spot markets will increase the number of times our target market is exposed to the campaign. While listening in their vehicle, this low-involvement advertising will serve as a reminder to DESIGNER INTERIOR ROLLOUT Multicultural Millennials to visit Nissan’s website. • Updated Nissan line-up revealed April and May 2013 • Targeted GRPs: 459 • Selections: Altima, Pathfinder, Rogue, Sentra, and Versa • Rationale: Specific designers offer connection to target markets and reflect their interest in style and status. AMBIENT ADVERTISING • Continuous advertising in airports and buses. • Selections: 11 key DMAs BREAKDOWN BY MEDIUM • Rationale: Ambient advertising will increase reach and provide useful information through the use of interactive Media Outlet Insertions GRPs Schedule Cost (in $) platforms. Advertising will engage the curiosity of the target market and lead them to Nissan’s website. Print Babytalk 12 47 Continuous 591,000 Cosmopolitan 12 170 Continuous 1,700,000 • Targeted GRPs: 7,981 Ebony 12 48 Continuous 591,000 ESPN 26 265 Continuous 2,652,000 Latina 12 47 Continuous 591,000 2013–2014 NISSAN FLOWCHART Jet 51 201 Continuous 2,511,000 Medium Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Total Across Parents 12 47 Continuous 591,000 Sporting News 24 245 Continuous 2,448,000 Net Cable – Daytime 65 65 65 80 80 80 80 80 80 65 65 65 GRPs: 870 Vogue 12 170 Continuous 1,700,000 $(000) 325.0 325.0 325.0 400.0 400.0 400.0 400.0 400.0 400.0 325.0 325.0 325.0 cost: 4,350.0 Women’s Health Magazine 12 170 Continuous 1,700,000 Net Cable – Prime 25 25 35 50 50 50 50 50 50 35 25 25 GRPs: 470 Total Cost 15,075,000 $(000) 625.0 625.0 875.0 1,250.0 1,250.0 1,250.0 1,250.0 1,250.0 1,250.0 875.0 625.0 625.0 cost: 11,750.0 Internet EbonyJet.com 365 74 Continuous 742,857 Super Bowl Ad time :60 ESPN.com 365 170 Continuous 2,550,000 $(000) 7500.0 cost: 7,500.0 Hulu.com 365 74 Continuous 742,857 Magazines – Men’s 30 30 30 55 55 55 55 55 55 30 30 30 GRPs: 510 Latina.com 365 74 Continuous 742,857 $(000) 300.0 300.0 300.0 550.0 550.0 550.0 550.0 550.0 550.0 300.0 300.0 300.0 cost: 5,100.0 MTV.com 365 74 Continuous 742,857 Magazines – Women’s 30 30 30 55 55 55 55 55 55 30 30 30 GRPs: 510 Parents.com 365 74 Continuous 742,857 $(000) 300.0 300.0 300.0 550.0 550.0 550.0 550.0 550.0 550.0 300.0 300.0 300.0 cost: 5,100.0 Univision.com 365 74 Continuous 742,857 Magazines – General Interest 25 25 25 40 40 40 40 40 40 25 25 25 GRPs: 390 Womenshealthmag.com 365 74 Continuous 742,857 $(000) 312.5 312.5 312.5 400.0 400.0 400.0 400.0 400.0 400.0 312.5 312.5 312.5 cost: 4,875.0 Yahoo.com 365 170 Continuous 2,550,000 Internet – Targeted Sites 40 40 60 40 40 40 40 40 40 60 40 40 GRPs: 520 Total Cost 10,300,000 $(000) 400.0 400.0 600.0 400.0 400.0 400.0 400.0 400.0 400.0 600.0 400.0 400.0 cost: 5,200.0 Super Bowl Super Bowl Advertisement 1 :60 Special 7,500,000 Internet – Sponsorship 25 25 45 25 25 25 25 25 25 45 25 25 GRPs: 340 Total Cost 7,500,000 $(000) 375.0 375.0 675.0 375.0 375.0 375.0 375.0 375.0 375.0 675.0 375.0 375.0 cost: 5,100.0 Television BET 162 Flighted 725,000 Spot Radio – Daytime 46 46 51 50 50 50 50 50 50 51 46 46 GRPs: 586 ESPN 235 Flighted 5,875,000 $(000) 230.0 230.0 255.0 250.0 250.0 250.0 250.0 250.0 250.0 255.0 230.0 230.0 cost: 2,930.0 ESPN 2 235 Flighted 5,875,000 Ambient 665 665 665 665 665 665 665 665 665 665 665 665 GRPs: 7,978 MTV 162 Flighted 725,000 $(000) 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 cost: 1,200.0 MTV 2 162 Flighted 725,000 Direct Mail 40 40 40 40 40 40 GRPs: 240 MTV Tr3s 162 Flighted 725,000 $(000) 60.0 60.0 60.0 60.0 60.0 60.0 cost: 360.0 Telemundo 162 Flighted 725,000 National Only Area Univision 162 Flighted 725,000 Total Cost 16,100,000 GRPs 239 239 289 345 345 345 345 345 345 289 239 239 GRPs: 3,610 Radio CA – KPWR 105.9 & Recuerdo 103.9 81 Continuous 517,058 $(000) 2,637.5 2,637.5 3,387.5 4,025 4,025 4,025 4,025 4,025 4,025 3,387.5 10,467.5 2,638 cost: 49,305 D.C. – WKYA 93.9 54 Flighted 344,706 Reach 79.8 79.8 83.8 86.9 86.9 86.9 86.9 86.9 86.9 83.8 79.8 79.8 FL – The Beat 103.5 & Armor 107.5 81 Continuous 517,059 Ave. Freq. 3.0 3.0 3.5 4.0 4.0 4.0 4.0 4.0 4.0 3.5 3.0 3.0 IL – WGCI 107.5 & La Que Buena 105.1 54 Flighted 344,706 Spot Only Area NY/NJ – Hot 97.1 & La Que Buena 54 Flighted 344,706 GRPs 45 45 51 50 50 50 50 50 50 51 45 45 GRPs: 586 TX – Box 97.9 & La Que Buena 104.3 81 Continuous 517,059 $(000) 330 330 355 350 350 350 350 350 350 355 330 330 cost: 4,130 WA – KZTA 96.9 54 Flighted 344,706 Reach 18.5 18.5 19.4 19.2 19.2 19.2 19.2 19.2 19.2 19.4 18.5 18.5 Total Cost 2,930,000 Ave. Freq. 2.5 2.5 2.6 2.6 2.6 2.6 2.6 2.6 2.6 2.6 2.5 2.5 Ambient Airports 300 3,991 Continuous 600,000 Spot & National Buses 300 3,990 Continuous 600,000 GRPs 285 285 341 395 395 395 395 395 395 341 285 285 GRPs: 4,196 Total Cost 1,200,000 $(000) 2,967.5 2,967.5 3,742.5 4,375 4,375 4,375 4,375 4,375 4,375 3,742.5 10,797.5 2,968 cost: 53,435 Direct Mail In-Dealership Concerts 172,000 240 Flighted 360,000 Reach 82.8 82.8 86.1 88.6 88.6 88.6 88.6 88.6 88.6 86.1 82.8 82.8 Total Cost 360,000 Ave. Freq. 3.5 3.5 4.0 4.5 4.5 4.5 4.5 4.5 4.5 4.0 3.5 3.5 Total Media Cost 53,465,000

14 Features & Controls Features & Controls 15 Blue, Inc. Blue, Inc.

2013–2014 NISSAN MEDIA SCHEDULE Medium Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar DRIVING YOUR VEHICLE Television Cable – Daytime Continuous Marketing Overview Univision (in-language) Altima Sentra Versa Pathfinder Rogue Pathfinder Telemundo (in-language) Altima Sentra Versa Rogue Pathfinder Rogue MTV Tr3s (in-language) Versa Altima Sentra Altima Versa Rogue Pathfinder Sentra MTV 2 Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa MTV Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder BET Versa Sentra Altima Versa Sentra Pathfinder Rogue Pathfinder Altima Cable – Primetime Continuous Rogue & Pathfinder & Rogue & Propelling Nissan into the future begins by examining the ESPN Altima Sentra Versa Altima Sentra Versa Heisman Heisman Heisman Pathfinder Rogue Versa Pathfinder & Rogue & Pathfinder & Rogue Sentra ESPN 2 Versa Altima Sentra Versa Sentra Altima Heisman Heisman Heisman Pathfinder FOX Super Bowl current competitive environment. Through an analysis Print Men’s Magazines Continuous of internal dynamics, market conditions, and diverse Altima Sentra Versa Altima Sentra Versa Rogue & Pathfinder & Rogue & ESPN Heisman Heisman Heisman Pathfinder Rogue Versa Sporting News Versa Altima Sentra Versa Sentra Altima Pathfinder Rogue Pathfinder Rogue Pathfinder Sentra consumer sentiments, an understanding of Nissan’s ability Women’s Magazines Continuous Women’s Health Mag Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa to shape future possibilities and strengthen corporate Cosmo Sentra Versa Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa Altima Vogue Versa Altima Sentra Versa Altima Sentra Rogue Rogue Pathfinder Pathfinder Altima Sentra identity is revealed. General Int. Magazines Continuous Latina Versa Altima Sentra Versa Sentra Altima Rogue Pathfinder Rogue Pathfinder Altima Sentra Ebony Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Jet Sentra Versa Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa Altima Parents Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Babytalk Sentra Versa Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa Altima Direct Mail Continuous In-Dealership Concerts In-Dealership Concert Promotions Ambient Continuous Airport Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Bus Sentra Versa Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa Altima Internet Targeted Sites Continuous MTV.com Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa EbonyJet.com Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Univision.com Sentra Versa Altima Sentra Versa Altima Pathfinder Rogue Pathfinder Rogue Versa Altima Parents.com Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Hulu.com Versa Altima Sentra Versa Altima Sentra Pathfinder Rogue Pathfinder Rogue Altima Sentra Womenshealthmag.com Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Latina.com Versa Altima Sentra Versa Sentra Altima Rogue Pathfinder Rogue Pathfinder Altima Sentra Sponsored Sites Continuous Yahoo.com Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa Rogue & Pathfinder & Rogue & ESPN.com Altima Sentra Versa Altima Sentra Versa Heisman Heisman Heisman Pathfinder Rogue Versa Radio Continuous TX Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa NY/NJ Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder IL Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder FL Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa CA Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Rogue Pathfinder Sentra Versa D.C. Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder WA Altima Sentra Versa Altima Sentra Versa Rogue Pathfinder Other Flighted & Continuous Designer Interiors Design Rollout Heisman Events Schedule TBD 72 Hour Urban Action Seattle Newark Wash. Orlando Miami Austin San Antonio Houston Los Angeles San Francisco New York Chicago D.C.

16 Features & Controls Driving Your Vehicle 17 Blue, Inc. Blue, Inc. MARKETING MARKETING SWOT Analysis & Share of Voice Budget

Event Quantity Rate (in $) Cost (in $) Weaknesses Urban Action Prize Money 12 50,000 600,000 • Inconsistent model promotion Strengths Scholarships 24 1,000 24,000 • Little cohesion across social media platforms • Fuel Efficiency SXSW Stage 1 2,000,000 2,000,000 Musicians 36 5,000 180,000 • Safety Innovations Giveaways 12 10,000 120,000 • Electric/Hybrid technology Staffing 20 40,000 800,000 • Competitively priced base models Materials 120 10,000 1,200,000 Total 4,924,000 Dealership Parties Direct Mail 60,000 2.50 150,000 Threats Contact List 12 500 6,000 Musicians 24 5,000 120,000 • Global competition Food 12 10,000 120,000 • Transportation alternatives in urban environments Vehicle Prizes 24 30,000 720,000 • Economic constraints Total 1,116,000 Opportunities Designer Interiors • Tightening emission standards • Under-saturated Chinese market Designer Fee 3 1,000,000 3,000,000 Augmented Reality • Positive import reputation iPads 24 500 12,000 Staff Training 240 20 4,800 Trainers 4 40,000 160,000 Kiosks 24 800 19,200 Our campaign will utilize these insights to make cultural touch points in fashion, music, sports, and urban Total 196,000 communities to further establish the Nissan brand in the Multicultural Millennial market. Athletic Promotions Tailgating Food 12 10,000 120,000 Obstacle Course 1 20,000 20,000 BCS Tickets 48 3,000 144,000 Share of Market & Share of Voice Consumer Tough Mudder Sponsorship 1 1,000,000 1,000,000 Nissan’s YTD market share in 2010 and 2011 has grown relative to Nissan has an equal appeal to men Tailgate Titan 12 40,000 480,000 competitors who have lost market share in this period. Toyota specifically has and women. The majority of buyers Total 1,764,000 LA Galaxy Sponsorship 1 5,000,000 5,000,000 lost 3 percent of its market share. Nissan reported a record U.S. market share are between the ages of 18 and Vehicle Prizes 12 30,000 360,000 of 9.7 percent in March 2011 when the Altima became the best-selling sedan 54, with no college education and Total 5,360,000 in North America. jobs in sales or other white collar Grand Total 16,360,000 occupations. These consumers have There is little media activity in the Chinese American segment by domestic a household incomes ranging from competitors Ford and Chevrolet. The promotional gap between Nissan and $75,000 to $149,999 and tend to competitors Toyota and Honda has tightened in the last year. By maintaining be married with children. A large this trend, Nissan can continue growing in the market for Chinese and other amount of Nissan consumers live in Asian Americans. The Hispanic and African American markets are cluttered the South in homes they have owned and inconsistent. With no company making a strong impression, there is for five or more years. great potential for growth.

18 Driving Your Vehicle Driving Your Vehicle 19 Blue, Inc. Blue, Inc.

and neighborhoods where the events take place, and year’s events. This will show the nation the wide reaching PROMOTIONS highlight the participating teams. Followers will be able impact of Nissan’s social initiatives. to discuss how the spaces can be better utilized, allowing those in the selected cities to have a direct role in Dealership Promotions (Tier 3) Nissan Urban Innovation shaping the project. Live blogging will track the progress To build awareness for the Urban Innovation initiative, of the ten project sites during the event and allow for Nissan will host a series of local in-dealership kick-off commentary and voting as projects progress. events and award parties for 72 Hour Urban Action. These events will bring the competing teams together with 72 Hour Urban Action (Tier 2) is assigned a specific area within one neighborhood and During the project, Nissan will host live musical members of the target market in the surrounding area. A significant segment of our Millennial target market as given three days and nights to re-imagine the space to performances visitors can explore while touring project Parties will feature concerts for regional artists to coincide defined by PRIZM data is the young inner-city start-ups. suit the unique needs of the community. sites. To showcase the potential of future technology, with Nissan’s sponsorship of the South By Southwest music This segment consists of multi-ethnic singles settled in these street performances will be powered by electricity festival held annually in Austin, Texas. SXSW is an ideal densely populated urban areas. Efforts to improve these These urban innovation projects will further the community- from the Nissan LEAF. These concerts will not only opportunity for Nissan to show their support of sustainable spaces will have a lasting impact on the urban environment. based objectives of the Nissan Neighbors program by promote the efforts of Urban Action teams, but they are practices and creative innovations. To capitalize on this, Nissan will partner with 72 Hour bringing 72 Hour Urban Action to twelve key cities across also an ideal opportunity for Nissan to show their support Urban Action to create an enduring brand impression the country in 2013. These events will take place in areas of the arts and progressive technology in significant Dealership events will be announced with a mix with Multicultural Millennials at the regional level. where our media research indicates our target markets are regions for our target market. of social media, email, and direct mail to promote most prominent: New York, New Jersey, Orlando, Miami, the Urban Action program and tease the prizes for 72 Hour Urban Action is an urban design competition Washington, D.C., Houston, Austin, San Antonio, Los One winning team from each city will receive a attendees. The concert kickoffs will include drawings that brings designers, architects, artists, and students Angeles, San Francisco, Seattle, and Chicago. $50,000 prize along with scholarship packages funded by for dealership discounts, SXSW festival passes, vacation together for a collaborative approach to improve the The Nissan Foundation and other partnering organizations. accommodations, and vehicle giveaways. These events urban landscape. Each event assembles ten teams of ten In the weeks prior to each event, content will launch These scholarships will allow students of the winning will help our Millennial target market engage with the individuals and challenges them to build interdisciplinary across all social media channels and the 72 Hour Urban teams to pursue interests in Transportation Engineering, dealership space, and interact with new model offerings. solutions that enhance the urban experience. Every team Action microsite. This site will feature the cities Urban Renewal, Public Interest Design, and Sustainable Architecture. These fields are central to Nissan’s values After the kick-off parties, emails will be sent out to attendees and reinforce the brand as a progressive company driven to thanking them for their participation in the event. Emails Promotional Sports Programs change the ways we interact with the spaces in our lives. will link to all social media outlets encouraging individuals to follow the progress of the Urban Action competitions. College Football Tailgating Super Bowl Promotion (Tier 1) These groups will then receive monthly newsletter updates To connect with Nissan’s current “Innovation for Endurance” and Sports Illustrated Heisman The ideal time to begin a wrap-up of Nissan’s Urban with relevant information and new dealership promotions. Tour programs, Nissan will expand tailgating events for the 2013 football season. Through a Innovation project will be during the 2014 Super Bowl Continual reminders will be important for maintaining partnership with the Tough Mudder endurance competition, Nissan will show their support of held outside of New York City. The city is a beacon awareness and will drive return visits to dealerships. performance in the athletic community. At each tailgate, Nissan will create obstacle courses of cultural diversity and will be an ideal stop for the where visitors can compete to win tickets to the BCS Championship or a new Nissan Titan national 72 Hour Urban Action tour. Nissan will bring Campus Awareness (Tier 3) outfitted with a tailgating package. The tailgate package will feature a barbecue set and flat the competition to New York the week before the game As the Urban Innovation tour reaches each city, grassroots screen monitor to provide food and entertainment during these tailgating events. The Nissan to capitalize on the event’s publicity. Sponsoring play- awareness will be gained with appearances at local college Titan will also be equipped with coded tags for the Augmented Reality application. off television coverage leading up to the game will build campuses. The target market is well represented in these vital awareness of the project’s efforts on a national level. areas; indices show high college attendance for Chinese Major League Soccer Sponsorship: LA Galaxy This event will be an optimal platform for incorporating the Americans. These events will promote the educational To address the athletic interests of the Hispanic segment of the target market, Nissan will positive and lasting impact of all Walter Payton Man of the support of the Nissan Foundation and encourage become the primary shirt-sponsor for Major League Soccer team, the LA Galaxy. Their current Year award winners. This award is given annually to a player attendance at the dealership parties kicking off the Urban sponsorship with Herbalife expires in 2013. This is a prime opportunity to interact with the who makes a positive and lasting impact on the community. Action competitions at the local level. With music, cars, Hispanic segment of the target market. Nissan can create promotional halftime events to give the A 60-second spot voiced by Tony Dungy (a well-respected prizes, and other promotional materials, these events will audience an opportunity to win vehicles and further connect with the brand. former coach, mentor, and philanthropist) will air during the further support direct mail and social media efforts to game recapping the project and featuring footage from the connect students with the events in their community.

20 Driving Your Vehicle Driving Your Vehicle 21 Blue, Inc. Blue, Inc. EXPERIENCE DESIGNER INTERIORS Dealership & Beyond Luxury Options

Dealership Experience & Augmented Reality Flexibility and personalization are top influencing factors for the Millennial generation. Nissan can capitalize on this Young consumers are apprehensive about visiting car dealerships. characteristic while making a valuable cultural connection to the target market. Partnering with renowned fashion For inexperienced buyers, interaction with salespeople can seem intimidating designers to incorporate unique materials and interior color schemes will bring critical new excitement to Nissan’s and overwhelming. These pressures may deter Millennials from visiting core models. Utilizing this powerful aspect of culture will be significant in making an impression on the Hispanic, dealerships. They are more comfortable using the Internet to research on African American, and Chinese American target markets. their own and tend to avoid the dealership environment.

Augmented Reality applications such as Layar will add a dimension of interactivity to the dealership space. Consumers can download this app from the dealership brochure kiosk. The app allows the target market to scan coded tags placed on various regions of the car to receive relevant information about the vehicle. This empowers customers with the information they need in a new way without the tensions of relying on a driven sales team. Additionally, training the sales force to use Relationship Selling will help establish a more comfortable and inviting environment for the consumer.

Airport Advertising Auto Shows Airport advertising is an effective way To showcase their programs, Nissan’s auto show presence will include aspects for the Driven Together campaign of all Driven Together promotional initiatives along with new technology Tracy Reese is a prominent Oscar de la Renta is Issey Miyake utilizes to reach a large captive audience. and design. Incorporating Urban Action installations, tailgating obstacle designer with African American a well established Hispanic fashion distinctive Asian textile designs, Today, many travelers use smart courses, and new designer models will be an opportunity for opinion leaders Millennials. Her designs are designer. He is one of the most connecting not only to first worn by many influential African famous Hispanic entrepreneurs phone apps to perform tasks such as in the industry to engage with Nissan’s new brand activities. generation Chinese Americans, Americans such as Serena Williams, and has great influence in Hispanic but also Gen 1.5. Cultural heritage booking tickets and checking the Halle Berry, and Michelle Obama. communities. is important in his designs, and status of their flight. Placing a rich incorporating these qualities allows media ad on the mobile sites of airline for a connection that will establish companies impacts a large segment a positive brand image for Nissan. of the target market. Additionally, employing ambient advertising through large interactive visuals in This cross promotion can further advance the environmental and airport terminals engages the target humanitarian goals of the Nissan Neighbors program by contributing a market by providing travelers with portion of the proceeds from these luxury options to assist in critical urban an activity to entertain them while relief efforts around the world. they are waiting for extended periods of time. The airport is an ideal environment to communicate with the target market.

22 Driving Your Vehicle Driving Your Vehicle 23 Blue, Inc. Blue, Inc. SOCIAL MEDIA APPEARANCE & CARE Creating Unity Creative Overview

A unified social media presence will improve Nissan brand awareness within the target market and ensure a reliable means of connecting with those who value the Nissan brand the most. Advertising will demonstrate the collaborative potential

Nissan’s current digital presence lacks the cohesion to make a valuable brand impression. Consolidating the many of Hispanic, African American, and Chinese Millennials branded pages will simplify the information search process. Our target markets are heavy users of social media as to shape their future, not only for themselves, but for an outlet for engaging with products and brands. Creating a seamless experience between channels will project a consistent brand image and improve cross-channel engagement. All points of online contact will drive the target their families, communities, and the environment. Nissan’s market to Nissan’s website where they can find necessary detailed information. Providing cohesive engaging web content will amplify web traffic and maintain awareness of Nissan’s initiatives. commitment to progressive technology and cultural expression illustrates how challenging conventions and embracing individual heritage promotes continual social Twitter is the medium The first step in this effort will be that helps unite all social media innovation. The tone will be fervent and adventurous. updating the NissanUSA channels together by having a constant conversation around mobile design. Using a mobile the brand and its activities. site needs to be simple, minimalist There is always something and streamlined. The new Nissan to talk about and someone TAGLINE Mobile site will make it simple for the to talk to on Twitter. Nissan “Driven Together” represents Nissan’s goal to become an integrated part of the target Internet based generation to locate can take advantage of this a dealership and direct them to the by coordinating the Nissan branded Twitter tags they market communities. Working together, both Nissan and individuals in the target market showroom floor. Integrations with endorse. Nissan needs to utilize Twitter not only for self can accomplish great things. Uniting individual desires with Nissan’s innovation, “Driven Facebook and Twitter also promote promotion, but to show support for others that share Together” inspires Hispanic Americans, African Americans, and Chinese Americans to find the ever present online conversation their core brand values of progressive technology and opportunities to positively impact their community. about the Nissan Brand. social innovation. CAMPAIGN FLEXIBILITY The Driven Together campaign offers Nissan a cohesive message. Each execution can be The Nissan YouTube employed independently while maintaining the overall campaign message. channel is a perfect supporter for all social media content. Events like 72 Hour Urban FONT Action will rely heavily on The font selected for the Driven Together campaign is Gill Sans. When paired with the promotion through social media. Nissan logo, Gill Sans both contrasts and compliments. This versatile font will give Nissan Participants will be encouraged to post videos illustrating the more typographical options than the previous use of Helvetica, as it translates well across both progress of the 72 Hour Urban screen and print, bold and light. It is more unique than Helvetica and will connect with the Action projects. It is the best Nissan’s current Facebook presence is scattered target market while supporting the message of the campaign. means of creating an emotional across many separate pages for individual models and connection between Nissan programs. Localizing content into one dynamic profile and the many artists and where all brand activity is represented with tabs for contributors that allow these specific models and community programs will simplify events to be truly impactful. interaction and traffic analysis.

24 Driving Your Vehicle Appearance & Care 25 Blue, Inc. Blue, Inc. OUTDOOR PRINT Driven by Everyday Driven by New Technology

BUS ADVERTISEMENTS As research and concept testing with the target market reveal, individuals care about a company’s Nissan demonstrates their commitment values. Consequently, the print ads focus on how Nissan enables individuals to revitalize their to community development through communities. These ads will resonate with the target market by demonstrating that Nissan values bus advertisements. The bus ad communities and is looking to make a difference. Aligning Nissan’s values with the values of the immediately captures the attention of target market within the print ad effectively incorporates the creative strategy. The two-page the target market, allowing individuals spread integrates augmented reality smartphone technology, allowing Multicultural Millennials to visualize themselves working with to engage with the advertisement. Nissan to make a difference. Nissan provides a platform for individuals to get The print ad utilizes white space and features an excited woman driving her Nissan Altima. The involved in community improvement, copy explains that individuals can use their smartphones to see the full picture. The imagery on thus effectively connecting with the the smartphone then tells a story of urban revitalization and growth, demonstrating how Nissan target market on a personal level. actively contributes to community improvement.

BILLBOARD Nissan recognizes the desire of the target market to work toward social change in their communities. As research shows, more than half of all Millennials want to be more involved in their community. Providing opportunities for community involvement and social change will resonate with the target market. The billboard will capture the attention of the target market because it appears that a car is on a tool rack. The metaphor of Nissan being a tool in the community integrates the creative strategy by demonstrating that Nissan allows individuals to express Maria pulled up to her house convinced she was on the wrong street. their desire to engage with communities. She’d lived there five years, and never seen anything like this. When Nissan and your community come together, the possibilities are endless in shaping the future.

The featured car in this execution, as well as the print ad, is one of Nissan’s five core models. This is interchangeable The in-language advertisement directed at our Hispanic target market would read: and flexible, allowing Nissan to advertise each of the core María llegó a su casa convencida de estar en la calle equivocada. models throughout the year. The copy is specific to the Hacía cinco años que vivía en ese lugar, y nunca había visto algo así. Cuando Nissan y overall strategy and campaign message rather than the car. tu comunidad se unen, las posibilidades de redefinir el futuro son infinitas.

26 Appearance & Care Appearance & Care 27 Blue, Inc. Blue, Inc. 72 HOUR URBAN ACTION AMBIENT ADVERTISING Driven to Get Involved Driven Outside the Lines

The 72 Hour Urban Action Project is highlighted through an Internet video. Showcasing individuals collaboratively working to improve their urban community captures the attention of the target market. Demonstrating Nissan’s commitment to community growth and Be an artist. Pitch in to illustrate your journey. advancement integrates the creative strategy by representing the values of the target market. This advertisement resonates with Multicultural Millennials by actively encouraging individuals to get involved in their own communities. The dynamic visuals capture the attention of the target market, ensuring the message of cooperation is successfully communicated. The video will be posted to the Nissan website and YouTube for optimal social sharing. Anyone can be an artist. Find Nissan murals across the city to illustrate your journey.

1. SFX: Music [throughout] 2. GFX: TEN CITIES 3.

Nissan encourages the target market to express their individuality and heritage through ambient advertising. Nissan provides blank canvases where individuals will come together with their 4. GFX: TEN TEAMS 5. GFX: THREE DAYS 6. community to paint a mural. A mural painted by a local professional artist in each of the eleven DMAs will provide inspiration for the target market. Nissan will provide instructions, paint, and canvases, allowing individuals to express the qualities that make their community unique and strong.

7. GFX: YOUR VOICE 8. 9. GFX: ARE YOU IN?

10. 11. GFX: NISSAN 72 HOUR URBAN 12. Washington, D.C. – Asad Walker New York – Steve Powers San Francisco – Estria Miyashiro ACTION

28 Appearance & Care Appearance & Care 29 Blue, Inc. Blue, Inc. INTERNET ADVERTISING TELEVISION Driven Across the Web Driven to Action

Nissan and Learn more about The television advertisement highlights how Nissan brings people together. The target market 72 Hour Urban Action are their partnership and believes it is important to have an opportunity to express themselves and their interests. Nissan DRIVEN TOGETHER quest to improve our respects the individuality of the target market. This advertisement unites these two values, nation's urban areas. demonstrating how Nissan is a vehicle for personal expression. It captures the attention of the target market through the use of interesting visuals and hip music. Embracing individual expression resonates and effectively communicates Nissan’s values to the target market. REMAINING:

The web advertisements feature Nissan’s collaborative partnership with the 72 Hour Urban Action Project. Nissan Television Spot 28 A Nissan Pathfinder pulls the advertisement across 30 seconds hours the screen, highlighting the active role Nissan has in VIDEO AUDIO THE community improvements across the country. There WORLD'S will be a 72 Hour Urban Action advertisement placed Close up of phone that has a text message with a FIRST on Nissan’s website, giving the target market tools to location and time on it. 40 watch the timed countdowns, view pictures of progress, REAL minutes TIME and vote for their favorite team. These advertisements An African American man who is holding the MAN 1: Hey! Just got the info guys! represent the value that Nissan places on collaboration phone is hanging out with three other friends in a ARCHITECTURE and community development. The bright colors capture house, and he shouts to them. COMPETITION. attention and the emphasis on community values 05 They all get excited, run outside and get into the seconds resonates with the target market. Nissan car. CHICAGO, IL They’re all laughing and enjoying the ride and they GROUP CHATTER: Is this the right place? What pull into a parking lot. time is it? Visit NissanUSA.com\UrbanAction All of a sudden, headlights from other Nissan cars to see real-time all turn on facing a stage. developments NissanUSA.com\UrbanAction An artist steps onto the stage with a mic and music Artist begins rapping/singing starts blaring.

The group of four friends rush towards the stage and join several other people jumping around, dancing, and having fun.

FADE TO BLACK VO: Create something bigger than yourself with the power of Nissan. Driven Together.

30 Appearance & Care Appearance & Care 31 Blue, Inc. Blue, Inc. MEASURES OF SUCCESS STAFF & RESOURCES Final Budget Fueling the Vehicle CAMPAIGN BUDGET Medium Cost (in $) Television 16,100,000 Print 15,075,000 Internet 10,300,000 The largely interactive features of the Driven Together campaign offer a Spot Radio – Daytime 2,299,998 EXECUTIVES ART PLANS BOOK multitude of possibilities to monitor plan performance. Utilizing monthly Direct Mail 360,000 Bianca Carbonara Nicole Sternhagen Mara Davidson Outdoor 1,200,000 data for both pageviews and clickthrough rates on Nissan’s website will Total 45,334,998 Megan Yulga Kelsie Sherman Laura Dixon provide important markers for the performance of the campaign. Promotions Cost (in $) Erin Schroeder Abby Silverman Kat Moore Urban Action Elizabeth Wood Ryan Weeks Jessica Thing The main goal of the Driven Together campaign is to increase total Prize Money 600,000 Scholarships 24,000 Multicultural share for Nissan. An increase of 5 percent would signify success SXSW Stage 2,000,000 RESEARCH COPY MARKETING in the Hispanic and African American segments, in addition to improving Artists & Staffing 980,000 Mike Santee Lauren Knutson Tyler Larson Giveaways 120,000 share in the Chinese American segment. A secondary goal of increasing Materials 1,200,000 Amy Harren Jeff Kwiatek Maria Bachiller share 1.25 percent each quarter will provide important benchmarks Total 4,924,000 Ryan Swanson Lauren Smith Hilary Henak Super Bowl Promotions Paige Menze throughout the campaign. Gathering this information will help Blue, Inc. 60-Second Commercial 9,000,000 Katie Vecitis Tucker Vasey make necessary adjustments within the media plan. Blue, Inc. intentionally Additional Playoff Advertising 2,000,000 Andrea Nisler set aside a contingency fund to maximize the flexibility of campaign Additional Fees and Production 4,000,000 MEDIA LOGISTICS Total 15,000,000 elements. This fund can be used to accommodate potential pitfalls as well as Designer Interiors Tom Kostek Amy Garver PROFESSORS optimize successful elements. Designer Fees 3,000,000 Harrison Shamberg Arianna Nagaro Sandy Henry Total 3,000,000 Augmented Reality/POP Stella Yi Dorothy Pisarski To best monitor the development of brand favorability and awareness, Blue, Displays 19,200 iPads 12,000 Inc. will conduct surveys in the target market, beginning with a benchmark Training & Trainers 164,800 study for Nissan. At the end of the fiscal year, surveys will be sent out again to Total 196,000 provide important insights into awareness and favorability built throughout Sports Tailgating SPECIAL THANKS Des Moines Menace Letter Perfect The Dublin Pub Obstacle Course 20,000 Altoona Smiles Drake Diner Madhatter Dance Hall The Preserve on Rathbun Lake the campaign. The Driven Together campaign will be a success if Nissan sees Food 120,000 Americana Restaurant Drake Garage Manhattan Deli Village Bean Coffee House a 15 percent increase in awareness and a 10 percent increase in favorability. BCS Tickets 144,000 Tough Mudder Sponsorship 1,000,000 Animal Health Center, Inc. Earl May Mary Schroeder Windsor Clock and Watch Facebook fans and Twitter followers also mark awareness and favorability. An Tailgate Titan 480,000 Arnis Vecitiis EVP Law Firm Merit Resources WW Norton Publishing expected 20 percent increase in both Facebook fans (to 713,381) and Twitter Total 1,764,000 Aspen Fitness Garland and Associates Norman Publishers Zimm’s Athletic Promotions followers (to 67,288) will indicate success for the Driven Together campaign. Aveda Gino’s Paul Revere’s LA Galaxy Sponsorship 5,000,000 Campus Cleaners Gold’s Gym PF Chang’s This growth will be tracked throughout the campaign. Vehicle Prizes 360,000 Chicken Coop Haiku Sodexo Total 5,360,000 Colorfx Dealership Parties Jasper Winery Stagewest Theatre Co. The Driven Together campaign and Blue, Inc. have the tools to increase Direct Mail 150,000 Court Avenue Restaurant & Joe Schomberg Steve and Deb Yulga Nissan’s Multicultural share. When Blue, Inc. and Nissan drive together, Contact List 6,000 Brewing Company Kyle Muckler The Atherton House Musicians 120,000 Nissan will achieve not only a positive increase in the Multicultural share, but Food 120,000 continued growth that will eventually make Nissan the market leader for all Vehicle Prizes 720,000 Total 1,116,000 three demographics. Grand Total 16,360,000 CITATIONS Chairgeek.com Imageusa.net/Millennials smartplanet.com Adage.com Chevrolet.com Mobilmag.com The Tanning of America: How Agency Cost (in $) Blog.motorists.org Coachella.com (music fest demo) mriplus.com Hip-Hop Created a Culture Research & Development 2,500,000 BLUE, INC. AND NISSAN: DRIVEN TOGETHER. Blog.nielson.com Edelmandigital.com Msnbc.com That Rewrote the Rules of the Production Costs 3,000,000 Contingency 8,000,000 Bloomberg.com Examiner.com Nielson.com New Economy. Total 13,500,000 Brookings.edu Ford.com Nissanusa.com Tmcnet.com Total Budget 90,194,998 Carinsurancelist.com HispanicMarketWeekly.com Simmons Oneview Toyota.com Census.gov Honda.com Sjnorcalgroup.com Wired.com

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