Nissan has an opportunity to increase its market share among multicultural millennials aged 18-29. Currently, Nissan lacks a strong brand identity and personality and has difficulty distinguishing itself from competitors. Central Edge conducted research including interviews and surveys to understand multicultural millennials and how they view cars and brands. They identified that this group wants brands they can trust that have a purpose beyond profit. Central Edge developed a campaign to position Nissan as an "Architectural Revolutionizer" focused on innovation to improve people's lives and redefine transportation. The campaign aims to create a distinct brand personality for Nissan to increase consideration over competitors.

2. Innovation
Timeline
1900
1903
1914
1920
1929
1930
TollhouseCookies
Sunglasses
Traffi
cLight
RadioRemotecontrol
1933
1942
1949
1951
1958 The First Datsun sedan arrives in the U.S.
1963
1973
1983
1997
1998
2001
2004
2011
2006
2010
2006
MP3 Player
Google
Artificial Heart
Facebook
Nissan 1st Electric Racecar
Nintendo Wii
Apple iPad
Nissan Leaf
Mobile Phone
InternetLava Lamp
Random
Access M
em
ory
LEGO
D
uct Tape
N
issan
WindshieldWipers
WirelessSignaling

3. THE CONTENTS01EXECUTIVE SUMMARY
Purchasing a car is a big commitment. For most, it is one of the biggest
financial commitments of their lives. When Central Edge began studying the
psychographics of our consumers, many things became clear. This is a brand
loyal generation with high expectations from companies. When it comes to
cars, it is not features, colors, or even price that drives them to purchase a
car. They believe a company should do more than just provide products or
services. They also have an expectation of community involvement. They want
to know how that brand is going to benefit them in their everyday lives.
Over the past seven months, we conducted extensive research and
strategized the most effective way to reach our target market. Central Edge
associates spent a day in the life of numerous Multicultural Millennials to walk
in their shoes. We crafted Cultural Analysis Maps to help guide us through the
campaign and uncovered barriers that were stopping them from purchasing
Nissan vehicles.
On the following pages, we present the strategies and executions that
will be effective in increasing market share among Multicultural Millennials
who are 18 - 29 years-old. Our campaign is not grounded in Multicultural
Marketing, but it is grounded in being culturally aware. Our campaign will
reinforce that Nissan is the most innovative automotive company in the world.
Central Edge is confident that we have met all your objectives and exceeded
Nissan’s expectations. In short, we have been as innovative as Nissan.
- Scott Whisenhunt, Account Manager
The Summary………....................…………………..1
Edge of Advertising…………......……….........…….1
TheAnalysis….......……………......…………………..2
The Research………...............…..………………3 - 4
The Findings……....………………………………….…5
The SWOT.................…………………........…………6
The Insights……....……………………………………..7
TheTarget.............…….............……………………..8
The Competition….....………......……….........9 - 10
The Decision........……………..……...............……11
The Process……......….…….................…………..12
The Objectives……....…………......………………..13
TheStrategy………....….....…...…………………….14
The Vision……...........................…………………..15
The Creative.............…..….…………………. 16 - 18
The Storyboard…................……………………….19
The Relationships……….………..................20 - 24
The Plan............................................................25
The Tactics.............................………...…….26 - 28
The Numbers………..........…….......……………….29
The Chart…...……………………...…………....30 - 31
The Follow Up...……………………………………….32
Appendix and Team Roster.…………Back Cover
We are a diverse group of students with different majors, interests and
ideas, but we all have the same belief that our clients and their brands
success comes first. With inventive ideas and strategy, our mission is to
accomplish all of Nissan’s aspirations and desires. We believe we have
done all of that and more.
- Central Edge Communications
WE ARE THE EDGE OF ADVERTISING
.

4. Multicultural Millennials: Nissan:
Nissan Campaign Driving Insight:
THE ANALYSIS02
• As much as they are separated and defined by their culture and
heritage.They are joined by their pursuit of being a part of the whole.
• They respect the past, but they look to the future fully confident that
they can change it and correct the mistakes of those who went
before them. They believe they can change the world.
• When it comes to buying a new car – they want style, features,
speed and reliability… but their choice is driven by two factors:
money and life-stage. These two factors will assist the consumer in
making their final choice.
• They do not trust companies – and they don’t trust the advertising
done by most companies.
• Consumers expect companies to pay a price for the right to do
business. They want to buy from companies that do more than just
make money.
• Nissan does not have a distinctive or clearly defined personality
with its prospects.
• Nissan makes the Evoked Set list of most Multicultural Millennials,
but it is so near the bottom that if they find a good deal on a higher
ranking competitor – they never even look at a Nissan.
• Nissan really is an innovative company…that is not just advertising
lingo (although our prospects don’t really understand what Nissan
means by Innovation, and they aren’t really sure why they should
care).
• Nissan is a company that pays back on a global basis - although
our prospects view “paying back” as a more localized response.
• Nissan really does have a reason why it does what it does – beyond
just making money. Their mission and vision is defined as “enriching
people’s lives.”
While we gathered and analyzed information, we discovered several key truths about Multicultural
Millennials and Nissan. These key findings drove the Central Edge response to the problems and
opportunities identified in this challenge as well as our overall campaign strategy. Ultimately, these key
truths led to the insights that drove this campaign.
“Everything we do, we do because we believe in innovation. We believe in building cars that are unique and
deliver superior value. The way we challenge the status quo is by building quality vehicles that are more efficient,
more beautiful, and more innovative than ever. We believe all companies should be good citizens in the global
community, and to that end, we focus on and contribute to humanitarian aid, support education, and care for
the environment. We just happen to make great vehicles.”

5. Understanding Multicultural
Millennials and Nissan.
We executed six different types of research to understand
and gain insight into the lifestyle of Multicultural Millennials
in the U.S. to shape our campaign and build a long-term
relationship between Multicultural Millennials and Nissan.
Objec
tives
Understand the purchasing habits of Multicultural
Millennials when purchasing a vehicle.{ {
{ {
{
{
} }
} }
}
}
Understand the commonalities among Multicultural
Millennials in the U.S.
Explore/understand cultural influences. (lifestyle &
generational)
Analyze Nissan’s competitors and understand
their brand identities with Multicultural Millennials.
Identify the meaning of “Innovation” with our
selected sub-segments and how they perceive it.
Discover the most profitable and effective media to
reach Multicultural Millennials in the U.S.
THE RESEARCH03

6. To delve deeper into the
specific problems with the brand
and expand the knowledge and
understanding of the target.
They were conducted to establish
contrast and comparison between car
consumers in varying categories.
28
69
IN-DEPTH
INTERCEPT
INTERVIEWS
INTERVIEWS
To develop a working knowledge of cultural
influences, commonalities and the attitudes
toward Nissan, and it’s competitors.
20 FOCUS GROUP
PARTICIPANTS
Analyzing the everyday lifestyle influences
of the target in day-to-day surroundings.
6PSYCHOLOGICAL
SHADOWS
730
One-on-one interviews to
learn more about the specific
characteristics of the target
markets’ decision making process.
19STREET
INTERVIEWS
TOTAL
IMPRESSIONS
RESEARCH
To illustrate interlocking relationships
between a variety of different concepts
and ideas among the target market.
6CULTURAL ANALYSIS
MAPPING STUDIES
To gather detailed information of the
targets’ opinions of the brand and
competing brands.
301PERCEPTUAL
SURVEYS
To establish the targets’ opinions, buying
habits, and media outlets considering
Nissan and major competitors.
287ONLINE
SURVEYS
04

7. Multicultural
Millennials
African 1.07 %
American
Hispanic 1.28 %
Chinese .09%U.S. Population
2.44
97.56
%
%
32
43 57
%
% %
41%more likely than the
average to have a
household income
above $60,000.
more likely than
others to have
attended college.
Multicultural
Millennials
are... Understanding Multiculturals
Lifestyles Analysis
How They View Cars:
THE FINDINGS05
• Covet the latest technology and
will pay more than the average
consumer to buy what they
want.
• Simmons data reports that
they are 86 times more likely to
spend time on the internet than
other demographics.
• Each sub–segment bases its
major purchase decisions on style,
function,quality and reliability.
• Want to be defined by their
choices in music, art, and
celebrity association.
• Base their purchasing on more
than product – they want
brands they trust and believe
have a purpose.
• All three sub-segments are
107 times more likely than other
targets to watch television for
relaxation and information.
• Magazines have an amazing
Simmons index of 643 among
our target, which means the
target is 543 times more likely
than the rest of the population
to read magazines.
•
• Treasure tradition and their
cultural heritage while seeking
convergence and
becoming a part of the whole.
• Respect the older generation
and value the ethics and
standards of the past.
• Believe they can and will make
the world a better place.
• Don’t trust advertising but
want to find brands that they
can trust and believe in.
• Believe their car should express
their personality.
• Drive to gain a sense of free-
dom.
• Want a car that can be person-
alized and fit into their lifestyles.
• Ideal car is fast, exciting and
friendly to the environment.
• Prefer cars that stand out from
the others.

8. THE SWOT06
Our Central Edge campaign
tackles these barriers and
misconceptions which include:
• Lack of brand perception.
• Cognitive resonance in today’s
oversaturated auto industry.
• Creating new and reviving long
lasting relationships and brand
favorability with Multicultural
Millennial Americans.
• Always on the edge of Innovation.
• Quality cars at reasonable prices.
• Variety of styles and features to
meet most consumer expectations.
• Company is already engaged in
on-going innovative research.
• Nissan has a strong and
established corporate citizenship
policy.
• Strong environmental initiatives.
• Create a brand identity that
distinguishes Nissan from its
competitors.
• Develop an online and social
media relationship with Multicultural
Millennials.
• Opportunity to alter the purchase
process.
• Create brand loyalty by gaining the
trust of the Millennial generation.
• Community involvement
opportunities to put Nissan in the
consumer’s day-to-day lives.
• Nissan has an inconsistent
brand identity.
• Weak brand position among
consumers.
• No persona in the market.
• Fragmented web presence.
• No existing relationship with
multicultural sub-segments.
• Innovation from their competitors.
• Competition for Millennial
market share.
• The economy.
Barriers
Strengths
Weaknesses Threats
Opportunities

9. Hispanic-Americans
Chinese-Americans
African-Americans
• Primarily an urban
market.
• Psychological focus
on cultural elements
of music, fashion and
language.
• Believe that what they
buy should make a
statement about you.
• Committed to
individuality and pride.
• Heavy users of electronic
media.
• Proud of Latino heritage
while merging Hispanic
traditions with American
customs.
• Identify with country
of origin.
• Values are important.
• Respect elders.
• Believe helping others
is imperative before
one can reach
self-actualization.
• Speak English & Spanish.
• Brand conscious.
• Interested in current
technology.
• Value career success
higher than they value
marriage, children,
religion and wealth.
• Rely on consumer
reviews.
• Chinese media, is mostly
consumed by first and
second generation
Chinese.
Multicultural Millennial Mindset
Distinguished by their culture and family heritage, Multicultural Millennials are also diverse
and empowered by their uniqueness and traditions. Unified, they are the future. They are
a part of the first generation of true digital natives. Multicultural Millennials are born into a
global culture and defined by unifying, not distinguishing attitudes.
THE INSIGHTS07
{
{
{
}
}
}

10. THE TARGET08
All multicultural segments are unique, and in many ways, that uniqueness influences their shopping and buying habits, but
when it comes to buying new cars – our research confirms that their buying habits are minimally influenced by cultural
heritage – it is driven instead by their life stage and economic status, factors which impact virtually all car buyers.
When it comes to buying cars…despite their
differences…four factors rise to the top of
the influence set for all three segments:
style quality price life stage{ }
These factors separate
them into two Primary
buying segments and
one secondary market
• Lower end of age category
• Just finishing school; starting careers
• Style and price driven
• Feature desirous
• First new car purchase
• Usually single
• Often a family assisted purchase
• Competitively confused
• Peer influence is high
• Family input is important
• Probable Nissan Purchase: Versa and Altima
• Older end of age dynamic
• Building career
• Style and feature driven
• Price sensitive
• With a partner – often a family
• Concerned about family and peer
impression
• Influence buying decisions
• Opinion leaders on purchase choice
• Provide financial assistance for some buyers
STARTERS
DRIVERS
PARENTS
With younger elements of our target market parents are also a key sub-segment. Frequently Multicultural Millennial parents
are important purchase influencers and may also purchase or co-sign for their child’s first car. Central Edge addresses this
key public through the development of special sales promotion plans, parent specific marketing materials and selected
media placements.
The Third Sub-Segment/Tertiary:

11. THE COMPETITION09
How to distinguish Nissan from its competition?
Our research clearly told us that when our prospects think about
car brands and begin the car selection process, they have difficulty
separating one car’s features from another…and that they have NO CLEAR
perception of NISSAN as a BRAND and assign NO BRAND PERSONALITY to its
cars.
The Buying Process
What consumers do first in the buying decision process is recall the
perception of a brand. Once they have accessed their evoked set of
brands, built on awareness and perception- only then do they begin to
contrast features.
How do we expand sales
with Multicultural Millennials
beyond 25 percent? How
do we stand-out from our
competitors?
By creating a distinct
brand personality and
position, not just by
creating awareness of
features.
Making it into the evoked set is in great part determined by how
consumers perceive our brand in comparison with its competitors.
They know our name... but they don’t connect with us. Nissan lacks a
strong brand identity or personality.
It’s not about comparing features…it’s
about realizing what connects us
and what makes us memorable.
Automotive Industry Market Share
Wall Street Journal - September 2011
Nissan ranks 4th in
sales in the total car
market and 3rd in
Multicultural Millennials
market share with 25%
of its sales coming
from these prospects.
Nissan
Hyundai
Other
GM
Ford
Toyota
Honda
8.8%
4.9%
30%
19.7%
16.6%
11.5%
8.5%
{
}

12. Central Edge used the Vehicle Innovation Strategy Framework to define the personalities of Nissan and its competitive set in
order to clarify brand personas. We have developed a campaign designed to distinguish and create a distinctive brand
personality for Nissan to build stronger and specific brand recall…a true competitive difference. This concept is based on a
specialized application of Brand Archetypes and their ability to relate to car buyers.
Our campaign is carefully designed to shift Nissan’s brand perception with Multicultural Millennials from the Fast Follower
to the Architectural Revolutionizer. By strategically positioning Nissan’s Innovation and building new relationships with
Multicultural Millennials, we will show them that Nissan does much more than make vehicles. They make vehicles to improve
their lives and the way they move through the world.
Create a distinct
position and
bring the brand
position to life…
The key to out performing our competition….
THE COMPETITION10
The Brand Builder
Brand-oriented, Product innovations, Mid-size volumes, High-end customers
Fast Follow
er
Im
proves innovations and
brings them
to
the
m
ass-m
arket
Mass-Market Adapter
Adapts and
im
proves existing
product innovations, Low
costs
Architectural Revolutionizer
Focuses largely on process innovation, Shifts from mass to niche-markets
High-End Optimizer
Premium product, Innovations by systems and components enhancement
Cost and Process Specialist
Innovations based on new manufacturing processes
Vertical Kia Motors Logo 1/C - 100% Pantone 1807

13. It’s all about the brand.…it’s all about what Multicultural Millennials think about the brand.
It’s about what happens when the decision to buy a new car is made.
THE DECISION
Why isn’t Nissan at the top of Multicultural
Millennials go to list?
• Our prospects tell us they don’t have any perception of
Nissan that makes it stand out from the crowd.
• They tell us increasing features and claims have
blended into a muddle of confusion. They remind us
that once one company has a new feature it is quickly
copied.
• It is true that all we can own is our consumer’s perception
of our brand..
• Our first challenge is to create a distinct personality that
distinguishes Nissan from other brands…an identity with
which our prospects can build a relationship and trust.
Central Edge research made us reconsider what
we thought we knew about buying a new car:
• We discovered that Nissan is in the evoked set… but it is
near the bottom of that list.
• Our prospects have a difficult time separating advertising
for one brand of car from another.
• Prospects are confused about the features offered by
one brand compared to another.
• Two factors determine our prospect’s final decision:
11
1
2
Desire for style but most
important are money and
financing options.
Life stage needs…young
and single or settling down
and starting a family.
{ }

14. Central Edge looked at biology to understand how we process, understand, and respond to messages. Part of the
brain (the Neocortex) is responsible for rational and analytical thought and language. The other two sections are
responsible for all of our feelings of loyalty and trust, in addition to human behavior and decision making.
• When we communicate from the Outside-In, we are talking to the neocortex - most car advertising that stresses a list of facts,
features, and benefits is delivered there. People exposed to these messages can process complex advertisements, but those
messages do not drive behavior.
• Advertising that is Inside-Out talks directly to the part of the brain that controls behavior. Inside-Out advertising is based on
an emotional relationship - this is where gut decisions come from - it means breaking through to change perceptions with
perceptual impact... if we can communicate to prospects why Nissan is a different company - why they do what they do and
how that makes them distinct... that causes consumers to respond through positive behavior.
12
Problem
Recognition
The NISSAN
Buying Decision
process
“I know!”
As the Multicultural Millennial
new car buyer goes through the
decision process and reaches
that final decision point… they
will be able to say…
Our goal is not to sell to people who need a new car. Our goal is to sell
to people who believe in what we are and why we do what we do.
“I need a
new car!”
Information
Search
Talk to:
Family
Friends
Dealers Look at
Options:
GET
CONFUSED
Evoked Set
Ask “What
brand do I
like & Why?”
Look for a
company I
believe in
and trust
Discover:
“I know
what to
do.”
Read
Reviews
THE PROCESS
{ }

15. OBJECTIVES
13
Marketing Objectives:
• To increase enquiry to sales
conversion rate from 4% to 7%.
• To increase Nissan showroom
and online enquiries among
Multicultural Millennials to
1,457,914 units.
• To increase Nissan’s share of
market with Multicultural Millennials
by 13% (15,187 units).
Communication Objective:
Our communication objective is to build
a distinct and memorable persona among
Multicultural Millennials by generating
a carefully crafted relationship-oriented
brand identity.
Positioning Statement:
To Multicultural Millennials Nissan is the
automobile company that utilizes technology
and innovation not only to make great cars,
but to connect people, and their communities
while enriching people’s lives and the way
they move through the world.
Creative Objective:
Our objective is to generate creative
that doesn’t add to the existing clutter
of car advertising. We will generate a
brand personality that reflects the voice
and attitude of Multicultural Millennials
with ads that lead them to search for
information about Nissan and why it is
an innovative company that’s working
to enrich peoples’ lives.

16. THE STRATEGY14
Multicultural Millennial Americans are very complex.
They are tech savvy, unique and know they are the
future. Most importantly they don’t like advertising
and they don’t trust companies.
In our research it became more evident that, in order
to break through and build a lasting relationship
with them, we had to do two things:
IN SHORT, we are working to be
as Innovative as Nissan.
1
2
We had to break negative perceptions and create a new
perception of Nissan as a car company that does much
more than just build vehicles. A perception that we are a
company that enriches their lives by contributing to their
communities, environment and their world.
We have to move Nissan to the Top of
Mulitcultural Millennials evoked set, which ultimately will
increase long lasting brand favorability for generations
to come.
• In Today’s automotive market, consumers are
saturated with different styles, colors and messages.
Our campaign strategy does much more than
advertise cars to our target. It is carefully designed
to forge a new relationship with them. By relating
INNOVATION for ALL to their everyday lives.
• From the beginning, Central Edge planners were more
than convinced that adding “just another tag line”
wouldn’t be successful.
• Plain and simple, it would just confuse them.
• Our campaign is carefully designed to impact and
make the Innovation for All theme
meaningful to Multicultural Millennials.
• Our campaign executions must reach Millennials
wherever they are, whatever they see, whenever they
see it.
• We are using a combination of traditional, non-
traditional and inventive communications strategies.
Why No Slogan?
• Central Edge tested dozens of them…most
seemed trite and expected.
• None of them strengthened the concept of
innovation – and we wondered if they would cloud
Nissan’s existing use of two strong taglines:
• Shift the Way You Move…
• Innovation for All
• Finally, we asked “Would a sub-campaign
tucked under the overall Nissan advertising
umbrella be too different from its core?” and,
most importantly – why diminish the strength
of an established campaign; an identifying
element that continues to build brand
awareness… Why not create a campaign theme
that expands and blends for our prospect base?
{
{
}
}

17. THE VISION15
HOW WE GOT THERE
Central Edge Brand Idea:
Big Idea:
Creative Vision: Creative Executions:
Creative Language Use:
Multicultural Millennials seek to do business with trustworthy companies that contribute to
the world by enriching peoples’ lives.
Innovation is more than a tagline - it’s what we do. It’s the driver of how Multicultural
Millennials think. Innovation is what they do, and how they choose to spend their money.
They want to be a part of companies that do more than make a profit.
• Central Edge creative
focuses on giving our
prospects a voice.
• Our campaign will
assist Nissan in building
a dynamic interactive
relationship with Millennials,
where they can express their
thoughts with a company
that’s striving to be a leader
of innovation.
• We will create an
environment where
prospects believe in our
company and brand
because they understand
why we do business and
how our innovations will
enrich their lives.
• Central Edge creative executions are from the point-of-view and in the voice of our
prospects. Print and broadcast feature members of our prospect base in moments and
situations in their lives. It conveys how their life choices relate to the cars that are a part of
their world.
• Campaign executions are designed to be distinct and stand out from other car advertising.
Virtually all executions are interactive and are created to utilize distinct and engaging
technology.
• Central Edge research confirms that the majority of Multicultural Millennials are English
language fluent and may or may-not read and write in their cultural language. However,
our research also confirmed that spending some of our budget on Multicultural language
specific ad placements made sense. First of all, parents are of significant influence in
the decision to purchase a new car among the lower age range of our prospect base.
Many of this groups parents are first generation American, utilize native language media
and are most influenced by messages in their native language. Thus, most advertising
will be placed in English and in English language media, however we will use selected
publications and broadcast media to specifically target Hispanic language and Chinese
language speaking prospects and their influences.
• Specialized media will include magazines, newspapers, Hispanic language magazines and
Hispanic and Chinese language television with language specific out-of-home message
placements.
Nissan’s Vision Statement: Enriching peoples’ lives

18. CREATIVE
THE
16

19. Aurasma is an augmented reality platform created by Autonomy Corporation. Primarily designed for 3G
and 4G mobile devices. It uses the device’s video camera to recognize pre-trained images and overlay
an image or video so that the video tracks as the camera is moved.
• Nissan will incorporate Aurasma
imaging into all print materials in
order to generate totally interactive
print. Whether our prospects are
reading a magazine, riding on
public transit or sitting in a laundromat
doing household chores, they will
be able to enter the world of Nissan
video or gaming.
• Gaming options include Nissan
core auto racing, maneuvering tests
and create your car engagement
opportunities. As the premier of Fast
and Furious 7 approaches, there will
be an opportunity to participate in
a gaming contest to win Fast and
Furious Decal Sets.
“Aurasma provides a single platform for bringing static images, brands and advertisements to
life with interactive content. It closes the gap between the real and virtual wolrld to deliver dynamic,
informative and entertaining experiences to the exact segment of people you want to reach.”
THE CREATIVE17

20. THE CREATIVE18
Outdoor Board
Xbox Live
Laundromat
Web Banner

21. :30 Second Spot “Wall of Innovation” THE STORYBOARD19
The wall will be constructed in key DMAs and allow Millennials to come together and show their ideas of innovation. They will be able to write or
draw whatever they feel belongs on the wall. It will be an all day process with a stationary camera that will show a fast forwarded time-lapse of
people coming and going. At the end of the commercial the wall will drop to reveal a Nissan Altima.
Constructing the Wall
VO: Everyone has their own idea of innovation
VO: What does innovation mean to you?
VO: At Nissan we believe in INNOVATION for ALL
Close-up of the construction
of the wall
Placing the 'innovation is’”sign
atop the wall
First person taking the paint to
show their own idea of innovation
Close-up of girl painting
People begin to gather and
get involved
Close-up of people starting to
join in on the wall
More people become involved
The wall begins to fill with
peoples’ ideas of innovation
Close-up of the art
being painted One last display of the 'innovation
is’” sign after the wall is filled
The walls fall to reveal a
Nissan Altima

22. • The challenge of public relations – building public relationships – demands that expenditure of PR efforts, time, and monies be focused only
on things that bring positive attention to the organization and brand, contribute to fulfilling the organization’s commitments, and help to build
public awareness through positive publicity.
• Nissan already has an established three-prong commitment to corporate citizenship involvement through humanitarian aid, education and
environmental improvement – all with an on-going link to the corporate mindset of Innovation.
• It is an essential mandate of Central Edge public relations programming that our campaign efforts maintain compatibility with that established focus.
• All public relations efforts will function under the single
voice umbrella of the Innovation Generation. All
programming efforts will be publicized and implemented
through use of the InnovationForAll.com, Facebook page
and social media publicity efforts.
• Expand Nissan’s core values of education, environmental
awareness, and humanitarian aid to generate awareness
of the Innovation Generation as the voice of Nissan
Multicultural Millennials.
THE INNOVATION GENERATION
Public Relations Objective:
African American
• Howard University
• Morehouse College
• Hampton University
• Tuskegee University
• Xavier University of Louisiana
• Florida A&M
• North Carolina A&T State
• North Carolina Central
Hispanic American
• Texas A&M International
• University of Phoenix
• University of Texas - Pan Am
• Texas State Technical College
• Boricia College
• Los Angeles Mission College
• New Mexico State
• Miami Dade College
Chinese American
• University of California
• Riverside
• Rutgers
• Polytechnic University NY
• MIT
• University of Pennsylvania
• Cornell University
• Stanford
• University of Maryland
THE RELATIONSHIPS20
{ }
Innovation Generation Awards:
• Prospects enrolled in one of the highly populated
multicultural institutions will have the opportunity
to participate in a program designed to recognize
student participation efforts that bring enrichment to
others’ lives.
• On-campus publicity consisting of newspaper ads,
posters and social media will urge eligible students to
submit an online application consisting of a 60-to-90
second video summarizing previous involvement and
efforts toward localized projects that relate to Nissan’s
priorities of humanitarian assistance, environmental
awareness and educational improvement.
• One representative from each of the colleges listed
below would be awarded a $5,000.00 grant and
become a finalist.
• Finalists’ videos will be shown on Nissan’s Innovation
Generation Webpage. Webpage visitors will be
asked to vote for the best project. The winner will
receive a $10,000.00 personal grant and $20,000.00 to
be awarded to their local cause or focus.
Top Multicultural Enrollment Schools

23. • Nissan will provide “mentorships” for young
Multicultural Millennials who participate in
and are selected as winners in a unique and
innovative internship challenge.
• Nissan Design America is home to some of the
most innovative minds in the automotive industry
of North America. They design everything from
preschool furniture to golf clubs in order to keep
their design eyes sharp.
• Prospective students will be encouraged to submit
an innovative creation of their own to compete
against other entries and for an opportunity to
win a mentorship.
• The mentorships will take place at the Nissan
Design America studio in California where the
student winners will work alongside creative
professionals to gain industry experience,
learn new design techniques and explore other
inventive avenues.
• Four winners will receive a paid trainee position
for six-months at a stipend of $30,000.00 and the
opportunity to apply for a full-time position at a
Nissan entity.
21
Under criteria of the Nissan Foundation, local
dealership boards will meet twice a year to fund
grant applications from local schools, civic groups
and youth organizations that focus on developing
environmentally positive initiatives within the local
setting that benefits the needs of Multicultural
Millennial areas.
Funding for the grants will come from Nissan‘s
seed funds of $20,000.00 to each of the selected
10 DMAs and through local fund-raising
activities by local Nissan dealers.
Applications can be found online at the Innovation
Generation website. Grant amounts will range between
$500.00 to $1,500.00 with a maximum of 5 grants funded
during each semi-annual meeting.
Grants will fund green activities ranging from developing
sustainable green gardens to installation of solar power for
local youth centers.
This concept will be implemented on a geographical
roll-out plan initiating first in the DMAs with the highest
concentration of Multicultural Millennial populations.
Grants will be weighted to favor activities within
multicultural residential/business areas in the 7
identified communities of NYC, Miami, Atlanta, Houston,
Dallas, Chicago, and Los Angeles.
GIVE GREEN
TO GO GREEN
EDUCATION INNOVATION:
Nissan Mentorships
Nissan Foundation Local Grants
THE RELATIONSHIPS

24. THE RELATIONSHIPS22
AFTER HOURS DEALER CONCERTS MOVIE THEATRE OPENINGSINNOVATION KITS
ALL-STATE INSURANCE PARTNERSHIP PROMOTION
PARENTS WHO PAY PROMOTION
1
2
Nissan will sponsor a series of after-hours concerts at
the two-largest dealer locations in Los Angeles, New
York, Houston, Miami and Dallas. The concerts will
feature “The Sounds of Innovation”—Nissan’s promoted
Indie music groups. Nissan’s Sound of Innovation page
on MySpace will allow participants to vote for area
groups to appear at the concerts and allow free music
downloads and access to promotional CDs. Concerts
require a ticket which can be secured only from Nissan
Dealers in the region. Local dealers who host the event
will co-pay all promotional costs for the events with
Nissan providing concert travel, equipment, and set-up
fees. Concerts will feature a mini-car show, test drives
and give-aways.
Nissan will present special Opening Night
Events at movie theatres in our 7 key DMAs to
coincide with the local opening of Fast and
Furious 7. Openings will feature car shows in
theatre parking lots, prize giveaways, and
an augmented reality version of Nissan’s
fast and Furious featured vehicles. Drawings
will be held for prizes including Fast and
Furious Car Decal sets, Innovation Kits, T-shirts
and tanks. Tickets will be available at Nissan
dealerships located in close proximity to
core Multicultural residential areas.
Nissan will distribute Innovation Kits at the
beginning of each semester at the top
universities for Multicultural Millennial enrollment.
The kits will include everything students need
to keep Nissan in their minds throughout the
semester: A flash drive with the Nissan logo
with preloaded information on the nearest
dealerships and upcoming events, car air
fresheners, AUX cables, a planner, a keychain,
and water bottle. Students will also receive an
invitation to test drive a Nissan. Those who return
their test drive invitation and complete the drive
will receive an Innovation T-shirt and a chance
to win free textbooks for a semester.
Nissan will partner with All-State Insurance for a limited time promotion which
will offer 6-months of free car insurance with purchase of a Nissan core model.
The promotion will be available in key DMA markets at select dealerships for a
limited time and available for a maximum of 500 vehicle purchases. Costs of
the promotional insurance will come from auto sale mark-ups and partnership
contributions from the promotional advantages given to All-State.
For younger members of our target market, parents are critical to
their car buying process. Central Edge proposes two promotions to
maximize the impact of this relationship.
Parents who co-sign for purchase of a new Nissan
should receive an annual “skip a payment option”
if they finance through a Nissan approved financial
institution. The forgiven payment should coincide with
heavy expenditure times of year such as the holidays
or back-to-school in August or September.
For parents who already own a Nissan and guide
their child toward purchasing a Nissan as their first car,
we propose a Brand Loyalty Discount which allows
a discounted price for the second purchase. The
discount should range between 10 – 15% depending
on price and features.
SALESPROMOTION

25. MULTICULTURAL
EVENTS
23 THE RELATIONSHIPS
FIFA CONCACAF GOLD CUP SPONSORSHIP
Nissan will become the official automotive sponsor of the FIFA Gold Cup.
The Gold Cup is the largest North American region soccer tournament.
Sponsorship will include content in the 200,000 -plus, programs printed
during the tournament; declaration as Official Car of the Series; video spots
displayed on the stadium scoreboard before, after and during halftime
at the event. Sponsorship arrangements are made through Soccer United
Marketing. This event is as big-time as football’s Superbowl or college
basketball’s Final Four with our target market.
YOUTH-OF-THE-YEAR CULTURAL RECOGNITIONS
Nissan will sponsor competitions to identify and recognize the Youth- of- the Year
in the African, Chinese and Hispanic American communities. Those competing
for the award are nominated online at Nissan’s InnovationForAll.com website.
Nominees will submit a 30-to60 second video on a culturally appropriate topic.
Competitions will coincide with:
• Black History Month - February 2014
• Hispanic Heritage Month - Sept 15-Oct 15 2013
• Chinese New Year –- January 2014
Winners will be announced during:
• BET Awards - June 2013
• Latin Grammys - November 2013
• Chinese New Year Parades in New York City, Los Angeles and San
Francisco.
Winners and finalists will receive scholarships and travel awards.
ETHNIC FILM FESTIVALS
Ethnic Film Festivals are one of the hottest
emerging trends in the country and the
audience base is a representative of the
strongest new car prospects in our target
segments. To reach those prospects Nissan
will become an Opening Night Sponsor at
three major film festivals around the country.
Sponsorships will include signage programs and
provide customized car transportation for stars
and directors of films to venues.
• New York City’s Urban World Film Festival
• Chicago’s Latino Film Festival
• San Francisco’s International Asian
American Film Festival

26. Nissan Public Transportation Seat Takeover
Central Edge will place Nissan vehicle seats in selected DMAs. They
will replace regular seats in subways and on public transit. It will
give Multicultural Millennials the experience of riding and sitting in
a Nissan vehicle. Key DMAs such as NYC, LA, Houston, Miami, San
Antonio, Dallas.
Nissan Road Games
Nissan will have 2 pathfinders that travel across the country and
engage our target in special events such as basketball, soccer
and golf tournaments. These pathfinders will be specifically altered
to be apart of the tournament, with modifications such as clamp
on expandable basketball goals, and trunk soccer goals. The
participants will be given Nissan merchandise (i.e soccer balls,
basketballs, t-shirts and water bottles). The Road Games will take
place as pre-events at scheduled sporting events and randomly
visit neighborhoods in key DMAs, including, NYC, Washington
D.C., Miami, Atlanta, San Antonio, Houston, Dallas, Chicago,
Albuquerque, Los Angeles.
To keep consumers aware of the Road Games, they will be
streamed live on the InnovationGeneration.com website along with
a complete calendar of scheduled events. Promotional advertising
will precede visits to target cities.
Digital Graffiti
Introduction of new Nissan models will be celebrated in our key
cities with a rolling 3D projection Digital Graffiti Show. The rolling
light show will be projected across main buildings in New York
City, Los Angeles, Miami, Houston, and Dallas. The computer
augmented showcase of Nissan cars and music will be projected
from a rolling van after dark. Production and projection costs are
minimal. Projections will be planned for high concentration areas
during evening hours.
24THE RELATIONSHIPS
The dealership experience has always been a battle of dealers vs.
customers. With new technology, 85% of buyers are doing research
online before going to dealerships. Nissan must capitalize on this
by creating virtual showrooms online.Virtual Showrooms include:
Central Edge recommends that Nissan initiate a one-year test
run of the Innovation Zone at two dealerships in each of our top 5
DMAs. The Innovation Zone will be a section in showrooms that uses
technology to engage and empower consumers. It will include:
• Information that will generate trust and transparency such
as photos, pricing, product features and inventory, as well as
outside links to car reviews by industry leaders.
• Transparent Pricing: Consumers already have access to
what a car costs, so dealers with transparent pricing will be
seen as responsible.
• Scheduling Appointments: Consumers will feel as though
they are setting the terms for dealer interaction.
• Corning Glass Walls: Corning makes tough, sleek touch-
screen glass that will allow Nissan to show videos, point-of-
purchase ads and information about vehicle options. These
walls will be used by consumers and sales associates to
virtually browse the dealerships.
• Augmented Reality: Another component of the Innovation
Zone is the augmented reality section. Customers will use
specialized glasses to view a 3D version of any Nissan
model. With assistance of sales associates consumers can
customize a vehicle completely from colors to features. This
will allow customers to walk around the virtual vehicles and
open doors to see inside their personalized car.
• QR Codes: We will place QR codes on vehicles alongside
the traditional information sheets. By using the Nissan
app or any generic QR reader, consumers will be linked
to photos, videos and reviews, and a feature that allows
the customer to signal for a sales associate at their
convenience.
In-Store ExperienceGuerilla Marketing
{
{
}
}

27. • The plan is designed to incorporate a variety of media to assure delivery of our message to our highly mobile and difficult to impact target
segments.
• The plan is designed to expose Hispanic, African American and Chinese American Millennials to Nissan advertisements throughout
their daily lives with media that they use frequently.
• Included are magazines, Spanish magazines, Spanish newspapers, outdoor and transit media, Spanish language network TV, spot TV, cable TV,
and the Internet. A significant percent of the budget is allocated to internet, network TV, cable TV, and magazines.
• Simmons data reports that Multicultural Millennials are 86 times more likely to spend time on the internet than the other
demographics.
• Our three target sub-segments are also 107 times more likely than other targets to watch television for relaxation and information.
• With Multiculturals, magazines have an amazing Simmons index of 643. This means the target is 543 times more likely than the rest
of the population to read magazines.
THE PLAN25
MEDIA OBJECTIVES:
RECOMMENDED MEDIA SELECTION RATIONALE:
MEDIA STRATEGIES:
1. Create positive awareness within the Multicultural Millennial population that Nissan not only makes great vehicles, but also uses technology and
innovation to make the world a better place for all.
2. Promote Nissan through local media to our multicultural segments in the areas where they live.
3. Establish a unique brand presence and consumer awareness of Nissan’s role in innovation beyond the automobile industry.
1. To utilize traditional and non-traditional media vehicles that reach our target in their residential and academic spheres, and to deliver messages
at times when the target’s information and entertainment aperture is open.
2. To deliver media throughout the year in a pulsing pattern with heavy-ups in preparation for new product introduction and key sales periods -
specifically during the third and fourth (September – December) quarters to reinforce awareness of new model introductions.
3. To use added impact, local advertising in densely populated Multicultural Millennial areas - specifically New York City, Los Angeles, Houston,
Dallas, Chicago and Miami where the majority of our target market can be found. This includes out-of-home, theatre and special events.
• Secondary high population metropolitan areas, such as Atlanta, Dallas, San Diego, San Antonio, will be impacted through narrow
national and cable ad buys, national publications, and internet advertising.
4. To use an effective blend of magazines, outdoor, transit, spot and cable television, as well as dedicated specific publications and broadcast
media to deliver appropriate levels of reach, frequency and impressions to impact the market.
5. To use language specific media to deliver messages to culturally specific programming choices, such as WWE and World Fútball (soccer). These
have a high priority viewing for Hispanic and Chinese markets.

28. THE TACTICS26
Spanish Language
Television:
Network
Television:
Newspapers:
Out-of-Home:
Magazines:
• Univision
• Telemundo
• Focused Buys will include:
o European Style Fútball / World League Soccer
o FCA Boxing
o Wrestling
• Simmons data verifies popularity of Spanish language programming among Multicultural Millennials.
• Proposed buys will focus on delivering Fútball/Soccer and FCA cage boxing. These are extremely popular with our
prospects.
• Spanish language newspapers are recommended in order to intensify focus on the Hispanic market. Ads will be
placed weekly in all 3 publications. Each ad will be 2/3rds of a page.
• Central Edge’s campaign for Multicultural Millennials will use minimal network television focusing and instead use
spot, cable and local placements. This decision is based on the reliance of existing Nissan sponsorships and partici-
pation in sports programming, the Olympics and Nissan’s ongoing Heismann sponsorship.
• We recommend purchase of outdoor boards, mass transit signs and shelters to reach our prospects when they most
wish they had a car or a new car.
• A combination of subway posters, subway car wraps, billboards and bus advertisements will be used.
• Simmons data indices among African American, Chinese and Hispanic Millennials for use of public transportation
are high.
• African-American index of 244.
• Chinese American index of 151. .
• To best target the demographic, all outdoor advertisements will be run in California, New York, Texas, and Florida.
These areas have the highest percent of the total target.
• Most placements will have the impact of a 25 showing.
• Bus wrap designs will convey oversized Nissan cars on the road.
• Shelters, trains and bus cars will feature interactive Aurasma key codes. These will allow travelers to use their smart
phones to activate commercials or Nissan car games while they travel.
Placements will include 2-page spreads and full page spreads, as well as 4 color ads printed on recycled paper and
bound into selected publications.
• Selections are based on Simmons Choice 3 data which confirmed Multicultural Millennials read a wide variety of
magazines.
o 12-month placements are planned for the following titles: Game Pro, AutoWeek, Glamour, In Touch and
Men’s Fitness.
• 6 ads for the year will run in magazines of similar genres, rotating months.

29. 27
Cable Selections:
Spot Market:
Internet:
• Multicultural Millennials are highly likely to watch these selected cable television channels.
• African American Millennials are 391 times more likely than the non-multiculturals to watch MTV.
• Chinese American Millennials are 165 times more likely than the non-multiculturals to watch MTV.
• Hispanic American Millennials are 147 times more likely than the non-multiculturals to watch MTV.
• KXLA and WMBC-TV-Sino Vision are selected cable channels that are geared toward the Chinese American Millennial.
• Non-specified time placements will be determined by ratings for programs preferred by members of the targeted
Multicultural segments.
Spot television buys are a key element in reading our prospects.
• We will buy time in the four states with highest Multicultural Millennial population density and also with the highest
number of Nissan dealerships.
• Message delivery will have the most impact on urban areas including additional cities in Texas. Georgia and Illinois.
CHANNELS:
WEBSITE SELECTION:
• The internet sites were chosen to provide wide reach across all three targets at an efficient price.
• Costs for Google and Facebook are based on per-click charges.
• Charges on other sites are based on the placement and size of each advertisement.
• Multicultural Millennials are most likely to visit sites that allow them to download music, movies, games, etc.
THE TACTICS

30. 28
Video Games:
Laundromats:
• We will insert Nissan signs, posters and ads featuring Nissan core campaign cars into
video games using Microsoft’s Xbox Live platform.
• We will engage in 5 games that appeal to our demographic and geographic areas.
Average cost-per-click: 15 cents
Projected reach: 50,000 a month
Projected cost: 50,000. x .15 = 7,500 x 12 = $90,000
Per year placement: $20,000
TOTAL COST: $ 110,000
• We will lease the rights to put washer and dryer wraps and signage in the ten largest
laundries in the five cities with the largest concentration of Multicultural Millennials.
Many of our prospects are apartment dwellers and frequent area laundromats. When
they are there they tend to look for something to do with that spare time.
• We will activate each poster and most wraps with Aurasma which will allow visitors to open
interactive games,concerts or videos.
Movie-Theatre
Advertising:
• We will advertise in the top 10 theatres that our target market frequents. Cities include
New York City, Los Angeles, Miami, Houston, Dallas, and San Antonio.
• Advertising will run from May – August and during November and December of 2013.
• Ads will break with a “Fast and Furious” Car Show and prize sponsorship that will coin-
cide with theater openings of Fast & Furious 7 on May 24, 2013.
• The Special Opening Event will take place only at the largest theater in each city for the
film opening.
• Movie ads will run throughout the summer and pre-holiday on 10 screens in 6 cities.
There will be 180 spots per day for 163 total days.
• This will result in a total of 29,340 spots at an average cost of $26.13 per :30 spot.
THE TACTICS

31. Media $79,566,269.00
Contingency $3,001,731.00
Agency Fee $10,000,000.00
Print Production
• Photography $150,000.00
• Design $250,000.00
Interactive
• Aurasma $125,000.00
• Digital Grafitti $300,000.00
• Video/Interactive Games $80,000.00
• YouTube Page Elements $250,000.00
Broadcast / Internet Production
• Banner Ads $30,000.00
• Videos (3) $60,000.00
• Television Spots $500,000.00
• Movie Theatre Ads $100,000.00
Guerilla Marketing
• Road Game Cars (2 Pathfinders) $80,000.00
• Road Game Staff $160,000.00
• Equipment $40,000.00
• Operation Costs $55,000.00
• Publicity $50,000.00
• GiveAways (Basketballs, Decals, Shirts) $120,000.00
• Innovation Kits (100,000 @ $2.00 each) $200,000.00
• Nissan Seat Takeovers $156,000.00
Dealer Showrooms
• Corning Glass Wall Interactive Experience $300,000.00
• Dealer Training $50,000.00
• Trainer $50,000.00
• Training Video $50,000.00
• Packets $10,000.00
• Dinners for Sales Representatives $100,000.00
PROMOTIONS
Dealer Concerts
• Equipment (Sound System, Lights, etc.) $250,000.00
• Fencing $60,000.00
• Security $125,000.00
• Giveaways $150,000.00
• Musicians $750,000.00
Movie Theatre Openings (7 Markets)
• Car Shows $21,000.00
• Give-Aways $35,000.00
• Augmented Reality $35,000.00
• Emcee / DJ $35,000.00
• Fast & Furious Decal Sets $5,000.00
• Movies Promo. Partnership $100,000.00
In-Store Experience --- Implementation $500,000.00
Publicity $25,000.00
FIFA GOLD Cup Sponsorship $100,000.00
Film festival sponsorships $150,000.00
Cultural recognitions $125,000.00
PUBLIC RELATIONS
• Publicity $50,000.00
• Innovation Generation Website /
Creation & Maintenance $100,000.00
• Video $75,000.00
• Scholarships & Mentorships $200,000.00
• Local Grant Seed Money $110,000.00
• Scholarships & Mentorships $160,000.00
• In-Store Experience --- Implementation $500,000.00
• Parents Who Pay Promotion $150,000.00
• All-State Promotion $300,000.00
Campaign Evaluation $55,000.00
TOTAL CAMPAIGN BUDGET: $100,000,000.00
THE NUMBERS29

32.
COSTIMPRESSIONS
CPM
Apr-­‐1313-­‐MayJun-­‐13Jul-­‐13Aug.
2013Sept.
2013Oct.
2013Nov.
2013Dec.
2013Jan.
2014Feb.
2014Mar-­‐14Apr-­‐14
31
7
14
21
28
5
12
19
262
9
16
23
307
14
21
28
4
11
16
1
8
25
4
11
18
251
8`5
22
29
6
13
20
27
6
13
20
273
10
17
21
281
8
15
22
29
5
12
19
262
9
16
23
2
9
16
23
30
7
14
21
28
MAGAZINES
GamePro12$1,560,00030,173,520.00
15
AutoWorld6$430,818
7.325.17258.81
Maxim12$370,3203,008,781,600.00
12.31
Glamour6$1,578,720144,123,178.00
111.79
Cosmo6$1,708,70018,240,082.00
93.68
Parents6$846,03513,278,972.00
63.17
Us
Weekly,$675,83712,055,854.00
93.43
Shape12$1,256,161.0019,880,136.00
5.53
Men's
Fitness12507,78022,500,57622.56
In
Touch12$93,926.0067,200,000.00
13.97
People
En
Espanpol12$38,106.006,000,000.00
18.85
Latina12$286,43510,200,000.00
27.54
Sur
Padres12$54,827.006,480,000.00
84.6
Mag.
Total
SPAN.
NSP
Hoy
(LA)52$1,131,040.007,436,000.00
2.93
Herald
(Miami)52$279,552.00634,000.00
8.06
El
Diario(NYC)
$279,5522,756,000.00
2
LaInformacion
(TX
52$279,5525,200,000.00
10.34
Out
of
Home
FLORIDA
Bus
Shelters6$240,044.006,294,318191
Bus
Wraps11$269,500.0014,103,881.00
1.96
Billboards
Hispanic25AA$141,750.00110,364,8001.28
African
Amer.50HA$350,000.002,991,744,0000.12
HOUSTON
Bus
Shelters6$80,044.001,472,000.0054.37
Bus
Wraps11$38,500.00
2,904,000,13.25
Train
Wraps4$132,000.001,936,000.00
68,18
Bus
Cards100$66,000.0099,189,0000.67
Billboards50AA$284,375.00178,684,800.00
1.59
Hispanic
African
Amer.50HA439,110.00$
2,716,22,4001.62
NEW
YORK
Bus
Shelters6$210,000.00590,334,7210.36
Bus
Wraps5080,250.002,035,799.0039.41
Train
Wraps4$132,000.00678,599,7500.19
60HA$588,000.00672,00087.5
68AA$666,400.00351,232,0001.9
40CA$280,000.00752,00037.2
Train
Cards750$141,750.00
11,099,20,0000.13
LOS
ANGLES
&
SAN
FRANCISCO
Bus
Shelters6X276,088.0092,224,1450.41
Bus
Wraps11X2$726,000.00761,207,250.000.05
Train
Wraps2X2$152,50064,080,4831.19
Train
Cards750X2$189,000.00480,603,625.000.2
Billboards
Hispanic120HA
X2$596,400.00507,042,2001.18
African
Amer.22AA
X2$224,000.00253,521,1000.44
Chinese15$192,000.003,563,784,0000.03
CHICAGO$342,500.00
Billboards22CA$127,050.00208,775,0000.61
66HA$334,950.00219,206,4001.52
Train
Cards200$1,052,000.001,755,930,0000.97
Bus
Wraps4$192,000.002,107,123,2004.04
Laundromats20$100,000.001,755,93056.94
DALLAS/FW
Billboards35AA$191,110.00114,366,0001.67
55HA$306,075.00194,48017.73
Train
Cards100$287,700.00862,400,0000.33
Bus
Wraps4$408,000.00156,844,8002.6
Laundromats20$100,000.001,345,20074.34
ATLANTA
Billboards35AA$191,100.004,002,810,0000.48
55HA$306,075.0019,282,725,0001.59
Bus
Cards150$1,125,000.003,796,260,0000.33
Bus
Wraps4$171,000.002,626,848,0000.65
Laundromats20$100,000.002,626,848,0000.38
57z
NETWORK
TV$5,634,673.00
FOX
Family
Guy18$4,768,697.00
650,70,00073.29
X-­‐Factor13$4,868,697.00
635,05,00076.66
CW
Vampire
Diaries221,296,384.00$
290,40,00044.64
CPM
THECHART30

33. 57z
NETWORK
TV$5,634,673.00
FOX
Family
Guy18$4,768,697.00
650,70,00073.29
X-­‐Factor13$4,868,697.00
635,05,00076.66
CW
Vampire
Diaries221,296,384.00$
290,40,00044.64
SPAN
TV
Univision83$1,296.00123,172,009.00
0.1123,17
Telemundo132$9,960.00103,999,000.00
0.09103,99
CABLE
TV
AdultSwim240$1,221,600.0095,040,000.00
13
BET337$1,980,000.00148,954,000.00
13.34
E180$1,009,800.00151,987,000.00
6.64
G4360$1,832,400.00116,316,000.00
15.75
MTV300$1,454,000.00182,100,000.00
7.98
TV
One730$1,460,000.00155,400,000.00
9.4
VH1730$2,474,000.0094,675,000.00
26.13
KXLA365$1,168,000.00270,302,000.00
4.32
WMDC730$321,200.0091,125,000.00
3.52
INTTERNET
Cars.Com$42,481.0010,406,952.00
4.08
Downlooad.com$1,929.00310,488,000416
Facebook.com$4,000,000.003.68
Google.com$4,000,000.001,678,572,000.00
2.38
Yahoo.com$2,539,000.00
151,73,52,0001.67
104,158,000
HULU.com$1,349,000.00$292,416,000.004.6
Pandora.com$1,349,000.00
30.000,000
4.61
YouTube.com$8,714,980.00
10,571,52,0000.82
MySpace$2,500,000.00
PinInterest$250,000.00
NON-­‐TRADITIONAL
Movie
Theaters$774,140.004,400,000.00
1.75
Dealer
Concerts$350,000.0025,00014
Product
Placement$350,000.00217,100,000.00
1.61
Digital
Graffiti$150,000.0040,0003.75
Augmented
Reality$515,000.0050,000.0010.3
Laundromat
Wraps
&Decals$122,400.00250,0002.06
7956626955,935,717,761.00
$79,566,269.00
MEDIA
TOTAL
1,802,386,583,400TOTAL
IMPRESSIONS
Campaign
Totals:83
Reach
4.3
Frequency
Promo%on/PR
4%
Produc%on
3%
Agency
Fee
10%
Con%ngency
3%
Magazine
11%
Out
of
Home
12%
Television
30%
Internet
25%
Non-­‐Tradi%onal
2%
Media
total
budget
31
MEDIATOTALS
TotalExpenditure: $79,566,269.00
TotalGrossImpressions: 55,643,301,761
Reach: 83
Frequency: 4.3
INTERNET

34. THE FOLLOW UP32
EVALUATION
• Success of Central Edge’s Innovation campaign for Nissan will be measured through the use of ON-GOING CAMPAIGN MONITORING.
• The primary challenge for our evaluation is to measure an increase of Multicultural Millennial market share.
• This will be measured by tracking the increase in sales for each sub-segment by quarter.
• Monthly tracking studies will be done to measure impact of the campaign on the following:
• Number of sales to 18- 29 year-old Multicultural Millennials
• Retention rate of the target market
• Brand awareness and perception of Nissan
• Perception of dealership experience
DIGITAL EXPERIENCE
• We will track campaign success via Facebook and Twitter Analytics.
• Success of these social media vehicles will be measured monthly by employees.
• Google Analytics will be used to track the success of our micro-sites.
• Perception of digital aspects will be evaluated by surveys before, during, and after the campaign. Surveys will strictly be given to members of the designated
target market.
CAMPAIGN METRICS
• Metrics to be evaluated include:
• IMAGE METRICS: the intangible elements of brand identity that include, Awareness, Recognition, Relevance, Preference, and Loyalty.
• IMPACT METRICS which determine performance and are the most critical elements in determining brand equity. They include, Market Share,
Profitability, Price Premium, Perceived Quality, and Brand Associations.
• These will be evaluated utilizing online focus groups, real-time surveys, instant feedback, creative testing, consumer brand communities, Social Network analysis,
and MTV Trendwatch partnership.
CAMPAIGN EFFECTIVENESS
• The campaign will also be measured against successful attainment of marketing, communications, and creative objectives generated by the campaign.
THE PITCH:
The perception may be that Millennials are hard to reach. But are they really?
As a generation that prides themselves on being outspoken, they make it clear what they’re looking for in a company. They’ve told us
some things matter more than others, and that they won’t buy what you do until they buy why you do it.
They want companies who believe what they believe and understand their values. What they value goes beyond great products and
features. They value the intangibles of life—things like a better world, a sense of purpose, and the endless pursuit of innovation. These
are all things Nissan strives to achieve on a daily basis. They just happen to make great vehicles. Millennials need to be reminded
that Nissan is an extension of their own thoughts on innovation and the world.
Millennials are changing the way business is done and the reasons products are bought. Thus, traditional ad campaigns aren’t
registering. These insights lead us to craft a brand campaign that showcases the relationship between Nissan and Millennials
centered around their ideas of innovation. Together, the ideas are limitless and ever-changing, which creates something that will last
for generations to come—Innovation…for all.

35. THE TEAM
Account Manager: *Scott Whisenhunt
Account Supervisor: Will Gattenby & *Jordan Scott
Creative Director: *DeOren Robinson
Advertising Planner: Bill Rickner
Production Manager: *Ashley Laws & Jennifer Stover
Digital / Interactive Managers: Ryan Martin & Chris Flores
Public Relations Director: Tessa Burris & *Rachel Prince
Sales Promotion Director: Morgan Twyford
Broadcast / Digial: Caleb Everett & Cameron Fitzgerald
Media: Ryan Martin, Matt Farthing & Casey Womack
Multicultural: Mel Yasuda, DeOren Robinson & Jhonny Milla
Art Director: MacGregor Merritt
Ad Designer: David Hinds
Book/ Presentation Designer : Carly LeMay
Book Editor: Cameron FItzgerald
ADDITIONAL TEAM MEMBERS: Brittany Eddins
Nida Nizami
Hannah Puryear
Alllison Rathgeber
Brooke Roshell
ADVISORS: Sandra Martin
Mike Breslin
Jill Lambeth
Brad Keim
SPECIAL THANKS: SandRidge Petroleum – David Kimmel
Oklahoma City Advertising Club
University of Central Oklahoma
Dr. Roz Miller, Chair Department of Mass Communication
Dr. Pam Washington, Dean, College of Liberal Arts
1. Brand Amplitude.“The Millennial Handset: A Snapshot Guide to Everything Gen Y,
Car Innovation Framework.” 2011.
2. Center, Pew Research.“Millennials: A Portrait of Generation Next - Confident.
Connected. Open to Change.” 2010.
3. Edelman, StrategyOne and.“The 8095 Exchange: Millennials, their actions
surround brands, and the dynamics of reverberation.” 2010.
4. Experian Simmons Data. 2012.
5. Getty Images, Inc. 2012.
6. How Great Leaders Inspire Action. Dir. LLC TED Conferences. Perf. Simon Sinek.
2009. Web.
7. Nissan.“Nissan North America: Multicultural Innovation.” Case Study. 2012.
8. Nissan USA. 2012.
9. Oliver Wyman Automotive.“2015 Car Innovation: A Comprehensive Study On
Innovation in the Automotive Industry .” 2012.
10. Precision Group.“Develop an Advertising Campaig: With Original Assessment .”
2010.
11. Teixeira, David Medland & Ruy.“New Progressive America: The Millennial
Generation.” 2010.
12. The “Millenials” Are Coming. CBS News. 2007.
13. “The Nielsen Company.” Ratings. 2012.
14. “U.S. Census Bureau.” Demographic. 2012.
• Getty images
• Nissanusa.com
• CBS news 2007
• Simmons Data
• AAF NSAC Nissan Case Study
• US Census Data
• Nielson Ratings
• The 8095 exchange: Millennials, their actions surrounding brands, and the
dynamics of reverberation. Edelman and StrategyOne. 2010
• Pew Research Center: Millennials: A portrait of generation next. Confident.
Connected. Open to change.feb 2010
• Center for American Progress: New Progressive America: The Millennial
Generation. David Medland and Ruy Teixeira
• 2015 Car Innovation: A comprehensive study on innovation in the automotive
industry Oliver Wyman Automotive
• Develop an Advertising Campaign: With Original Assessment
• The Millennial Handset: A Snapshot Guide to Everything Gen Y Car Innovation
Framework Oliver Wyman Automotive
• Media Handbook, Media Week Marketer’s Guide to Media, 2011.
APPENDIX
Competition Team LeadershipAppendix