Nissan

+Emily Alexander Jessica CabreraAnna Horwitz Krista NewhookJessica Nunez

+Our Mission

Increase market share across multicultural target

Generate conversation with Millennials across digital & social media platforms

Increase brand awareness by 20%

+Who’s in the Drivers Seat?

+Hispanic Millennials

Values Technology Media Usage

Proud of Heritage

Blend Heritage with American Culture

Heavy Users

Use it to Express Themselves

Consume English & Spanish media

+African American Millennials

Values Technology Media Usage

Individuality

Pride

Urban CultureFashionMusicLanguage

Heavy Users

Trends

Social Networking

Heavy Users of Electronic Media

+Chinese Millennials

Values Technology Media Usage

Elders

Interdependency

Relationships

Social Harmony

Most up to date

Brand Conscious

Rely on Reviews

Consumption Dependent on Generation

1st & 1.5 in language1.5 & 2nd in English

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+Millennials Perception of Cars

A cars necessity depends on location

Important features: Safety Gas mileage Warranty Price Style

Turn to parents for advice on car purchases

+Millennials Perception of Innovation

What do you perceive as innovation? “Innovation is directly connected with Technolog

y.”..”

+Millennials Perception of Innovation

iPod connectors Integration of 3rd Party Devices

+Millennials Perception of Innovation

Push to Start OnStar

+Millennials Perception of Innovation

Parking Assistance Collision Avoidance

+Consumers Perception of Nissan “A variety of people. Nothing really specific.”

“Stylish.”

“A courteous neighbor.”

“Japanese, slightly older, boring but safe.”

“Expensive.”

“The dean of the bio-chemical engineering program.”

“Recently married couple, younger. I think Nissan now is attracting a younger crowd.”

“ People that work in retail, mall people.”

“Sportier, mid-range, average American.”

+Family Tree

+What We Want Millennials to ThinkInnovative

A car I can count on

Passion & Style

Technology

Makes my life easier

+Compelling Ideas

+Inventive

Nissan’s focus isn’t on its competitors…

but rather supplying their consumers with the most up-to-date technology.

+Transitional

Nissan’s products can adapt to every phase of life.

+Aware

Nissan is attentive to consumers and the changes in technology & their lives.

+Tones

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+What’s the Big Idea?

Nissan’s innovation is what draws you in, but Nissan’s adaptability is what keeps you driving.

+We Seek to Ask Consumers…

+TV Spot

+Tune In

Spot TV in DMAs with high MC composition during popular programs amongst MC Millennials.

+Print Ads

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+Take a Look

Magazines with a high MC millennial readership.

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+Point of Purchase

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Digital Experience

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+Cash Cab Promotional Tour

+Cash Cab Campus Tour

+Cash Cab Campus Tour

African American Hispanic Chinese

• Howard University

• Morehouse College

• Hampton University

• Tuskegee University

• Xavier University of Louisiana

• Florida A&M University

• North Carolina A&T State University

• North Carolina Central University

• Texas A & M International University

• University of Phoenix

• The University of Texas-Pan American

• Texas State Technical College

• Boricua College• Los Angeles

Mission College • Miami Dade

College• New Mexico State

University

• University of California Riverside

• Polytechnic University NY

• Rutgers• University of

Pennsylvania• University of

Maryland• Cornell University• Stanford• Massachusetts IT

+Cash Cab City Tour

+Cash Cab City Tour

State DMA

California Los Angeles, San Diego, San Francisco

Florida Hialeah, Miami, Tampa, Orlando

Georgia Atlanta, Duluth

Illinois Chicago

Maryland Baltimore

Massachusetts Boston

New York New York City

Philadelphia Philadelphia, Pittsburgh

Texas Austin, Dallas-Ft. Worth, Houston

Washington, D.C.

+Hispanic Events

+African-American Events

+Chinese Events

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Budget

+Media Budget

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+Measuring Success

MULTICULTURAL SHARE Quarterly MC Sales Monthly tracking:

Sales Retention rate Brand awareness

+Measuring Success

DIGITAL EXPERIENCE Track campaign success:

Facebook and Twitter analytics Google Analytics Surveys on perception

Growth of registered users on microsite

+Measuring Success

RECALL SURVEYS

Survey targeted consumers on TV spot & print ads after the campaign runs

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