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