CONTENTS

2. Executive Summary
3. Research
4. Situational Analysis
5. SWOT Analysis
6. Creative Brief
7. Recommendation
8. Rationale
9. Traditional
10. Creative
13. Digital
16. Partners & Sponsors
19. PR Strategy
20. Contests
21. Interactive
22. Sports & Charity
23. Sales Promotion
24. Media
29. Media Budget
30. Campaign Evaluation
31. Bibliography
2001: Current CEO Carlos Ghosn
promises to revive Nissan by assuring
proftab|||ty w|th|n the fo||ow|ng months
2002: 'Sh|ft_" becomes N|ssan`s overa||
strategy to create brand recogn|t|on and
|dent|fcat|on amongst Amer|can car buyers
2010: N|ssan embarks on |ts current,
'lnnovat|on for a||" campa|gn, hop|ng to
d|sp|ay the|r constant efforts to create new
and un|que veh|c|es
2011: The Oore Mode| Strategy, wh|ch
|nc|udes the A|t|ma, Rogue, Sentra,
Pathfnder and versa, becomes N|ssan`s
way of focus|ng |n on the most successfu|
e|ements of the|r bus|ness
2013: ln Apr||, N|ssan |aunches |ts brand
new campa|gn 'Oreate. Dr|ve. lnsp|re."
target|ng Mu|t|cu|tura| adu|ts ages 18-29 by
dep|ct|ng the capab|||t|es and eccentr|c|t|es
of the N|ssan ||ne
A|though huge str|des have been
made to make N|ssan a successfu|
company, certa|n groups w|th|n
the US still seem resistant to the
N|ssan ||ne. Oo|orfu| commerc|a|s
and extens|ve custom|zat|on
opt|ons are just some examp|es
of N|ssan`s des|re to attract a
younger, more d|verse aud|ence,
yet these |nd|v|dua|s st||| choose
other brands over N|ssan. Why?
W
hen current Oh|ef Execut|ve
Offcer Oar|os Ghosn jo|ned
N|ssan |n the |ate 1990`s he was faced
w|th a daunt|ng task: a company
that had b||||ons of do||ars of debt
and that produced 1 proftab|e car
for every 16 that were unproftab|e.
The Amer|can percept|on of N|ssan
was ||m|ted to 'that other Japanese
automob||e maker" and the chances
for future success wereequa||y as
s||m.
Ghosn was ab|e to change
a good port|on of th|s.
W|th|n severa| years of h|s
appo|ntment as OEO, N|ssan
was turn|ng profts regu|ar|y,
tak|ng the company`s proft
marg|n from 1.38% |n 2000
to 9.25% |n 2006. Today, the
company |s one of the |ead|ng
car compan|es |n the n|ted
States.
lncrease top of m|nd awareness of N|ssan as a brand that |s known for |ts attent|on to
deta|| and ab|||ty to make a one of a k|nd product.
Oommun|cate to the target that N|ssan c|ear|y understands them, by deve|op|ng an
|ntegrated campa|gn that |s catered to the|r ||fe, |.e. un|que, h|p, young and fun.
Draw traffc |nto the dea|ersh|p so the target can be |nsp|red and dr|ve a super|or ||ne up
of products.
THE PROBLEM:
The Paragon Group, through research, has determ|ned that a major|ty of the prob|em w|th|n N|ssan`s
mu|t|cu|tura| appea| |s the |ack of know|edge that these consumers have towards the product.
Mu|t|cu|tura| M|||en|a|s, aged 18-29, who are focused on sty|e, fr|ends, and fun, are brand new to the car
buy|ng exper|ence and many are unaware exact|y why buy|ng a N|ssan wou|d be benefc|a| to them. ln
order to resonate w|th these consumers, N|ssan must promote the|r products as fash|onab|e, youthfu|,
and un|que. The Paragon Group`s research proves that mot|vat|ng our consumers to have a better
dea|ersh|p exper|ence w||| bu||d a better reputat|on for N|ssan. The u|t|mate goa| |s to do the fo||ow|ng:
1
3
2
EXECUTIVE SUMMARY
2
Understand Nissans audience and gain
PUZPNO[PU[V[OLZWLJPJ[HYNL[THYRL[
Gain statistics on usage of
Nissans
Identify the demographics of the
given target market
Develop clear and accurate
methods for appealing directly to
the target audience
N|ssan prov|ded re|evant |nformat|on
about the target: d|vers|ty of aud|ence,
wants and needs |n terms of sty|e
and authent|c|ty, att|tudes towards
car-buy|ng and pos|t|on w|th|n the
automob||e |ndustry. The Paragon
Group thus focused on extend|ng th|s
know|edge |nstead of dup||cat|ng |t. The
fo||ow|ng are the procedures taken and
the resu|ts found.
10 Hours of Dealership Observation (N|ssan and Oompet|tors}
o Posed as recent co||ege grads that were |nterested |n buy|ng a brand new car.
o Attempted to go through the ent|re car buy|ng process |n order to see the
d|fferences between buy|ng a N|ssan versus another car.
o Stopped |nd|v|dua|s |eav|ng the dea|ersh|ps and spoke to them about the|r car
buy|ng exper|ence.
o Spec|fca||y asked |nd|v|dua|s who seemed to ft w|th|n the des|red target
market.
2 Hours Speaking with Nissan Professionals
o D|scussed the N|ssan brand, car ||ne, and po||c|es w|th |nd|v|dua|s who were
we|| |nformed.
3 Focus Groups. Open Discussion and Image Identication
o Afr|can Amer|cans (Ages 18-29}
o H|span|cs (Ages 18-29}
o As|an Amer|cans, spec|fca||y Oh|nese (Ages 18-29}
47" lntercept |nterv|ews at |oca|
stores, churches, commun|ty centers,
and ma||s
20" ln-Person |nterv|ews w|th
the target market at home and at
demograph|c spec|fc events
ldent|fed N|ssan dr|vers w|th|n the
target aud|ence and asked quest|ons
as to the|r persona| exper|ence
Oreated a secondary research W|k|
'||ked" N|ssan and compet|tors on
Facebook and fo||owed them on
Tw|tter
Read corporate reports, press re|eases,
and surfed N|ssan.com
Oonsu|te databases such as S|mmons
and Ad-o|ogy
Oonsu|ted databases and reports such
as those from SRDS and N|e|sen
Fo||owed b|ogs about car buy|ng and
d|g|ta| med|a usage
GOALS
Methods
In-Person Interviews
Surveys
Secondary Research
D|spersed surveys to |nd|v|dua|s of the des|red segment
Ana|yze car buy|ng exper|ence and ||kes/d|s||kes when |ook|ng to buy a new veh|c|e
Exam|ne d|fferences between N|ssan`s approach and those of compet|tors
Track med|a usage and patterns
THE RESEARCH
HOW WE REACHED
OUR GOALS
3
Mission and Target Market
N|ssan North Amer|ca`s m|ss|on |s to be the favor|te car brand
of Mu|t|cu|tura| M|||enn|a|s |n the Afr|can Amer|can, H|span|c and
Oh|nese-Amer|can segments by |ncreas|ng tota| market share
and get more traffc |nto the|r dea|ersh|ps. The target market
assoc|ates themse|ves w|th the|r fam||y, food, fa|th and fash|on
when purchas|ng a car that they can be proud of and speaks
to who they are.
Management
N|ssan North Amer|ca`s Oorporate D|vers|ty ln|t|at|ve |s
|mportant to the success of the company and |s now |ed by
execut|ves at N|ssan`s n|ted States aff||ates. lts goa| |s to
make sure N|ssan meets the needs of |ts d|verse customer
base and |abor market.
Product Line
N|ssan |s a fu||-||ne car manufacturer w|th the on|y no-em|ss|on
veh|c|e on the market r|ght now, the |eaf. ln the |ast year,
N|ssan has adopted a Oore Mode| strategy, focus|ng on the
A|t|ma, Rogue, Sentra, Pathfnder and versa. Each of these
fve Oore Mode| veh|c|es has a h|gh compos|t|on of the MO
consumers so we know the|r need and want for the med|um |s
a|ready there. Typ|ca||y, the A|t|ma uses up the most of N|ssan`s
market|ng do||ars and market|ng efforts because |t |s the |argest
Digital Initiatives
N|ssan North Amer|ca |s prom|nent on Tw|tter (@N|ssanNews} w|th seventy thousand
fo||owers. By us|ng Tw|tter, N|ssan recent|y |aunched a med|a campa|gn for the 2012
SuperBow| that produced a great dea| of med|a attent|on as they posted react|ons
of ads |n rea|-t|me as they a|red. Add|t|ona||y, N|ssan has a Facebook fan page w|th
more than 750,000 ||kes. By hav|ng th|s page, N|ssan |s ab|e to |nteract w|th the|r
customers, as we|| as have customers |nteract w|th them. N|ssan a|so has mu|t|p|e
|Phone and |Pad app||cat|ons, wh|ch are cont|nu|ng to grow each day.
Dealerships
N|ssan frst came to the n|ted States to se|| veh|c|es |n 1958. R|ght away the company
began |mport|ng and mak|ng Datsun veh|c|es |n the n|ted States under the N|ssan
Motor Oorporat|on, .S.A. (NMO} name |n 1960. N|ssan North Amer|ca markets
e|even veh|c|e ||nes through 1,100 dea|ers a|| over the n|ted States.
SITUATIONAL ANALYSIS
4
Toyota
'Mov|ng Forward"
Re||ab|||ty for a ||fet|me
Great brand recogn|t|on
Extens|ve var|ety of veh|c|es
Honda
'The Power of Dreams"
Dependab|e, pract|ca|, yet sty||sh
Strong brand percept|on
Offer cars, Sv`s, trucks
Known for serv|ce and warrantees
American Automotive Companies
'Buy |oca|"
Pr|de and Nat|ona||sm
Promote |oca| bus|ness and job
opportunities
Eas||y recogn|zab|e
Competitive Landscape
SWOT ANALYSIS
Global Brand
N|ssan |s the fast|ng grow|ng automot|ve brand (Bus|ness Week}
Oons|stent|y work to ma|nta|n pos|t|ve |mage, emphas|ze
success of the Oore Mode|s
Global Financial Position
Oons|stent growth over the |ast 5 years
Renault-Nissan Alliance
Ab|||ty to cross markets |s h|gh
Reputation of Management
Strengths:
Lack of knowledge about the brand
N|ssan was a '|ate-comer" to the Amer|can market, so they have
constant|y ||ved |n the shadow of other prom|nent Japanese compan|es
Des|red target aud|ence |s unaware of d|fferences between N|ssan and
other compan|es
Dependence in overseas market
Product Innovation time lag
Not known for the fast product|on that compet|tors have
Lack of diesel technology
Growing area of the automotive industry
N|ssan |s one of many compan|es |n the S automob||e |ndustry, compet|ng aga|nst
other fore|gn and domest|c car producers. The automob||e |ndustry as a who|e |acks any
s|gn|fcant externa| subst|tut|ons; therefore, compet|t|on w|th|n the |ndustry |s extreme|y
h|gh. The fo||ow|ng SWOT ana|ys|s |ncorporates these |ndustry cons|derat|ons.
Weaknesses:
Multicultural American market
Popu|at|on of mu|t|cu|tura| Amer|cans |s grow|ng rap|d|y
Age group |s more educated, aware and anx|ous to buy
the best
Relocation of manufacture site
Renault-Nissan Purchasing Organization
Opportunities:
Rising commodity prices
Cross-culture disharmony
Market saturation
The automob||e |ndustry |s at some what of a stand st||| and the
motivation to buy is less than normal
var|ety of compet|tors creates an even more comp|ex buy|ng process
Threats:
5
What are we trying to acomplish?
We want to he|p N|ssan bu||d awareness and |ast|ng favorab|||ty
among Afr|can Amer|can, H|span|c and Oh|nese m|||enn|a|
consumers |n the n|ted States.
Who are we trying to reach?
Young, ethn|c profess|ona|s aged 18-29 pr|mar||y As|an-
Amer|cans (ma|n|y Oh|nese}, Afr|can-Amer|cans and H|span|cs.
What motivates them?
Spend|ng t|me w|th fam||y and fr|ends, assoc|at|ng w|th brands
and sty|es that are |ntegra| to the|r |dent|t|es, persona|/re||g|ous
be||efs and enjoy|ng ||fe. ln the|r cho|ce of brands, they want
speed, |ook, sty|e, techno|ogy, des|gn and re||ab|||ty. They
want to know that the|r |nvestment |s worth |t - they want sty|e
that |asts.
What do they currently think?
N|ssan has re||ab|e, so||d cars. They a|so assoc|ate the
brand w|th |ts we|| known sports cars, e.g. the 370x and the
GTR. However, there |s a d|sconnect between N|ssan, who
|s h|gh|y emot|ona|. They have no current percept|on of the
campa|gn as much of |t |s on ma|nstream med|a (|.e. Tv}, but
our consumers, who are |arge|y on-the-go, are not see|ng a
|ot of |t.
What do we want them to think?
We want them to know about a|| of the great th|ngs N|ssan |s do|ng! Of a|| the cars
that they cou|d poss|b|y choose from, th|s |s the car brand they shou|d asp|re to,
save for and purchase.
What tone do we want to communicate?
We do not want |t to be over|y ethn|c. We want to be respectfu| of the cu|tures
through subt|e references (|.e. mus|c, co|ors, backgrounds}, but we want to focus on
the brand. We want the product |tse|f to be the hero of a s|mp|e but soph|st|cated
campa|gn.
Whats the one thing we want them to take away from the communication?
We want to dr|ve traffc to the dea|er.
How will we measure success?
Dea|ersh|p traffc.
CREATIVE BRIEF
6
Create
The research has shown that the consumer ||kes to create
the|r own |ook and sty|e. We be||eve that th|s shou|d be
transfered to the|r car. Hav|ng the ab|||ty to create the|r
own car a||ows them to create the|r |ook and sty|e.
Drive
Because N|ssan`s p|atform has been based on 'Dr|ve"
and 'Dr|ven for over a decade"; th|s campa|gn bu||ds
from the|r |ong stand|ng her|tage and current campa|gn
wh|ch str|ves to create a more re|evant connect|on w|th
the target aud|ence.
Inspire
Through consumer |oya|ty and new consumers, we hope
that hav|ng the ab|||ty to create your own sty|e w||| |nsp|re
others to do the same. N|ssan`s lnnovat|on |nsp|res
consumers, who |n turn, |nsp|re the|r fam||y and fr|ends.
RECOMMENDATION
Our recommendat|on to N|ssan |s to |mp|ement the 'Oreate. Dr|ve. lnsp|re." campa|gn. Bu||d|ng from the|r
current campa|gn that revo|ves around |nnovat|on, th|s new campa|gn for N|ssan |ntroduces the |nnovat|on
of customer perspect|ve by a||ow|ng them to s|t |n the creat|ve seat and dr|ve what |nsp|res them.
7
Campaign Objectives: Methods for Success:
CREATE new |magery for advert|s|ng,
dea|ersh|ps and soc|a| med|a
DRIVE target aud|ence to dea|ersh|ps
through:
o Promot|ona| events and d|g|ta|
initiatives
o lncreased buzz amongst fam||y and
fr|ends
o More access|b|e |nformat|on about
the N|ssan brand
INSPIRE customers to buy on|y N|ssan
Family & Friends:
Close Circles
Food:
Good food = good time with family & friends
Fashion & Music:
Brands & style MATTER
Campaign Strategy:
Our campa|gn strategy d|rect|y bu||ds upon our research, wh|ch has shown us major
para||e|s and commona||t|es between these three separate target aud|ences. Through
research, we have found Eng||sh to be the pr|mary |anguage among th|s age group and
demograph|c. Therefore, we w||| use Eng||sh as our pr|mary |anguage throughout the campa|gn.
RATIONALE
Acqu|re add|t|ona| customers
between the ages of 18 and
29 who come from d|verse
backgrounds, spec|fca||y
H|span|c, Afr|can Amer|can
and Oh|nese-Amer|can
Ma|nta|n a h|gh |eve| of ex|st-
|ng customers and |ncrease
dea|ersh|p foot traffc
Strengthen overa|| profts by
appea||ng to w|der aud|ence
Faith:
Grounded in personal/religious
beliefs
Fun:
Enjoy life!
I spend all my free time
hanging out with my friends
and family. Sometimes the
most fun we can have is
going for a ride, cranking up
the music and chillin.
8
Magazine Ads
Magaz|ne ads w||| portray N|smo des|gned cars |n heav||y popu|ated c|t|es. Some w|||
|ncorporate rea| art|sts pa|nt|ng the cars. A|| advert|sements w||| have the 'Oreate. Dr|ve.
lnsp|re." tag||ne as we|| as the N|ssan |ogo. The goa| of the ads w||| be to attract peop|e
that want to escape from work and ||fe, and c||mb |nto your N|ssan, where ||fe |s ca|m and
the car you`ve created speaks to who you are.
Bus Shelters
Bus she|ters w||| feature a cutout of the w|ndows from a N|ssan veh|c|e |n order for the
v|ewers to see themse|ves |ns|de the veh|c|e. Another she|ter w||| have a b|ank out||ne of a
N|ssan veh|c|e for peop|e to co|or |n. Around the b|ank veh|c|e w||| be features of the cars,
and award w|nn|ng stat|st|cs about N|ssan.
Billboards
B|||boards featur|ng grafft| artwork w||| be p|aced |n c|t|es spec|fc to our target market.
Subway Tunnel
The subway tunne| ad w||| be a ho|ograph |mage that w||| portray a N|ssan veh|c|e dr|v|ng.
When the Subway |s stopped v|ewers w||| see a fu||y des|gned N|ssan veh|c|e that was
des|gned w|th the N|smo package, outs|de of the w|ndows.
Signage
A 'Oreate" wa|| w|th an |nteract|ve program, wh|ch w||| a||ow customers to des|gn the|r
own car, w||| be p|aced |n the dea|ersh|ps. These 'Oreate" wa||s w||| a|so be portrayed |n
the major ma|| of the top fve c|t|es where our target res|des.
TRADITIONAL
9
10
11
12
Print is a visual medium. The beauty
of a campaign that utilizes original
art is that it can cross all advertising
platforms and we can generate
PR buzz from the artist and the
artwork. This will help us stretch our
marketing dollars
Twitter
Tw|tter cont|nues to grow rap|d|y and |t |s a|ready capt|vat|ng our target
aud|ence. Based on |nformat|on from Pew Research, non-wh|tes have
h|gher rates of Tw|tter usage and on a typ|ca| day, one |n ten Afr|can-
Amer|can |nternet users w||| v|s|t the s|te (4x the rate for wh|tes}.
N|ssan North Amer|ca a|ready has a Tw|tter account w|th near|y 70 thousand
fo||owers and an act|ve t|me||ne of da||y tweet|ng. W|th a s|gn|fcant amount
of |oya| fo||owers, th|s account w||| be used to promote the 'Oreate. Dr|ve.
lnsp|re." campa|gn. s|ng Tw|tter`s promot|ona| too|s the amount of
fo||owers and |nteract|ons w|th consumers w||| |ncrease.
Promoted Tweets: By se|ect|ng certa|n tweets that are resonat|ng w|th
N|ssan fo||owers, they can be used to ga|n add|t|ona| fo||owers, broaden
the reach and |ncrease engagement |eve|s. By target|ng spec|fc users,
the se|ected tweets w||| be shown |n the|r search resu|ts and even the|r
t|me||nes, whether they are current|y fo||ow|ng @N|ssanNews or not!
Promoted Trends: Trend|ng top|cs are one of the most popu|ar aspects on
Tw|tter. s|ng a hashtag (=} a||ows users to connect to a v|ra| conversat|on
w|th peop|e a|| around the wor|d. N|ssan w||| broadcast the new campa|gn
through three separate promoted trend campa|gns, each spend|ng 24
hours at the top of the trend|ng top|c ||st.

#Iwillcreate #Iwilldrive #Iwillinspire
DIGITAL
Facebook
As one of the pr|mary too|s for gather|ng and produc|ng |nformat|on through
soc|a| med|a, N|ssan North Amer|ca w||| use Facebook to prov|de more
|nformat|on about the 'Oreate. Dr|ve. lnsp|re." campa|gn. N|ssan North
Amer|ca current|y has a Facebook page, wh|ch more than 750,000 peop|e
have ||ked. Th|s w||| serve as the foundat|on for the campa|gn. A tab |n
the nav|gat|on pane| w||| be created ca||ed the 'Oreate. Dr|ve. lnsp|re." tab
wh|ch w||| |ead to more |nformat|on of the campa|gn.
Th|s tab w||| be used as a home base for contestant fna||sts from our
YouTube 'What Dr|ves You" contest. F|na||sts` v|deos w||| be up|oaded to
the 'Oreate. Dr|ve. lnsp|re." tab on the Facebook page, and then fans of
the page w||| be ab|e to vote on wh|ch v|deos they ||ke best.
A 'F|nd Your Nearest Dea|er" app||cat|on w||| a|so be added to the Facebook
page. |t|mate|y, we wou|d ||ke to dr|ve more peop|e to the N|ssan Facebook
page and |ncrease nat|ona| fan base. By prov|d|ng more than fve da||y
updates to the Facebook page, N|ssan w||| stay current on fans rea|-t|me
newsfeeds wh|ch w||| draw more attract|ons and |mpress|ons to the page.
13
Interactive Airport Ads
To reach a d|verse aud|ence, ads w||| be p|aced |n the most un|versa||y
d|verse p|aces across Amer|ca: A|rports. At a|rports |n major c|t|es, the
advert|sements for 'Oreate. Dr|ve. lnsp|re." w||| reach peop|e of a|| ages,
races and |ncome |eve|s. These ads, however, w||| not be s|mp|e pr|nt
ads that can be eas||y |gnored by un|nterested trave|ers. The ads w|||
be |nteract|ve and |mposs|b|e to m|ss because of the|r un|que sty|e and
obv|ous p|acement.
Wa|| Ads: ln |ong ha||ways towards d|fferent term|na|s, there w||| be
projected ads that react to mot|on. From a d|stance, |t w||| appear that
there |s just an ad w|th an |mage of a parked N|ssan A|t|ma. However,
when a person wa|ks past the ad, the car moves a|ong w|th them! lt w|||
appear as though |t |s dr|v|ng and w||| certa|n|y catch the attent|on of those
who may otherw|se have wa|ked by w|thout g|v|ng |t a second thought.
There w||| be a ca|| to act|on on the ad w|th a OR code encourag|ng
peop|e to become a fan on Facebook and v|s|t the|r |oca| N|ssan dea|er.
Baggage Oarouse|: The one p|ace that every fyer must d|rect the|r
attent|on to |s the baggage c|a|m carouse| to fnd the|r |uggage. lnstead of
see|ng a p|a|n b|ack carouse| wh||e wa|t|ng for the|r su|tcase, passengers
w||| see a N|ssan ad for the 'Oreate. Dr|ve. lnsp|re." campa|gn!
YouTube
W|th YouTube, N|ssan w||| |mp|ement the 'Oreate. Dr|ve. lnsp|re." campa|gn
by creat|ng a v|ra| YouTube campa|gn t|t|ed 'What W||| You Oreate?" W|th
th|s campa|gn N|ssan w||| encouraged underground H|p Hop art|sts and
those a||ke, to show the|r artwork through v|deos that w||| be up|oaded to
N|ssan`s YouTube channe|.

Each v|deo w||| show the un|que ta|ent of the art|st p|ctured whether |t be
through artwork, s|ng|ng, etc. There |s a certa|n t|me ||m|t for the v|deos to
be up|oaded and once that date has passed N|ssan North Amer|ca w|||
form a team of judges who w||| watch the v|deos and p|ck the|r favor|tes.
After judg|ng occurs, the top ten v|deos w||| be posted to the 'Oreate.
Dr|ve. lnsp|re." tab on the Facebook page to go through further judg|ng,
th|s t|me by customers and peop|e who '||ked" the page. Th|s |nformat|on
w||| a|so be put |nto other advert|sements through Tw|tter and Facebook |n
order to attract more v|ewers and fo||owers.
W|nners w||| be announced on a spec|fc date, and w||| be featured |n the|r
own N|ssan commerc|a|, w|th run t|me of one month. Th|s contest w||| be
he|d on a year|y bas|s to draw potent|a| customers |nto the dea|ersh|ps and
to the soc|a| med|a web pages.
DIGITAL
14
Nothing engages consumers
like real-life clips from owners
and test driversVideo
streaming is playing out
across the computer screens
of America, with 124% annual
growth overall.
DIGITAL
Mobile Application
Accord|ng to a 2011 research study by
Pew, mob||e phones are a ma|n source
of |nternet access for one-quarter of the
smartphone popu|at|on. A|most 90% of
smartphone owners access the |nternet
on the|r mob||e dev|ce and near|y 70%
do so on a da||y bas|s. Add|t|ona||y, ha|f
of the Amer|cans |n our target age range
own a smartphone and overa|| adopt|on |s
h|ghest among non-wh|tes.
Based on th|s research, N|ssan w||| have
an |nformat|ve, fun and easy to use
mob||e app||cat|on across a|| smartphone
operat|ng systems.
CREATE:
sers can create a
custom|zed car then
race aga|nst fr|ends,
trying to beat their
h|gh scores!
DRIVE:
The dr|ve sect|on of the mob||e app||cat|on
w||| |nc|ude too|s for peop|e to use such
as Gas Buddy, MapOuest and F|nd Your
|oca| N|ssan Dea|er. The 'HE|P!" button
w||| g|ve dr|vers a comp|ete ||st of what
to do |n case of an acc|dent or dr|v|ng
emergency and a way to contact N|ssan
Roads|de Ass|stance.
INSPIRE:
The |nsp|re sect|on
w||| a||ow the users
to connect w|th
N|ssan across a|| of
our d|fferent soc|a|
med|a out|ets,
encourag|ng them
to 'Jo|n us |n
inspiring others to
create a car you
|ove!"
Landing Page:
The |and|ng page of the app||cat|on w|||
g|ve the users three cho|ces: OREATE,
DRlvE or lNSPRlRE. Each w||| |nc|ude
d|fferent |nformat|on or app||cat|ons and
users w||| be ent|ced to try each.
15
PARTNERS & SPONSORS
The 'Oreate. Dr|ve. lnsp|re." campa|gn w||| cont|nue partnersh|ps
w|th the Nat|ona| Fatherhood ln|t|at|ve (NFl}, He|sman, NOAA
Footba|| and lnnovat|ons for Endurance. N|ssan w||| a|so form a
new partnersh|p w|th Year p, a non-proft that |nsp|res young
urban adu|ts to rea||ze the|r fu|| potent|a|. ln add|t|on, the campa|gn
w||| a|so partner w|th a 'h|p" sound system company, SMS Aud|o,
and up-and-com|ng art|sts and mus|c|ans.
SMS AUDIO
One way the 'Oreate. Dr|ve. lnsp|re." campa|gn concept
w||| be re|nforced |s through a partnersh|p w|th a new aud|o
company, SMS Aud|o. Ourrent|y, SMS Aud|o on|y produces
h|gh qua||ty headphones, but |t |s the 16-b|t OD qua||ty d|g|ta|
|oss|ess sound, the super|or bass project|on, and K|eer
w|re|ess techno|ogy w|th|n those headphones that makes SMS
Aud|o a |og|ca| cho|ce for N|ssan. The company, |n partnersh|p
w|th Ourt|s James Jackson lll (otherw|se known as 50 Oent},
has taken the h|gh qua||ty, bass dr|ven, headphone market
a step further w|th the|r K|eer Techno|ogy wh|ch a||ows the|r
headphones to stream the h|ghest qua||ty sound w|re|ess|y.
Through the 'Oreate. Dr|ve. lnsp|re." campa|gn, N|ssan North
Amer|ca w||| partner w|th SMS Aud|o to create an attract|ve
add-on for the|r fve Oore Mode|s to attract the MO segments.
Steve Aoki
Steve Aok| |s a fast grow|ng Amer|can e|ectro house mus|c|an, record producer and the
founder of D|m Mak Records. Aok|, 34, |s fo||owed by a broad spectrum of demograph|cs.
Th|s extravagant and abstract art|st w||| make for a great endorsement w|th the 'Oreate.
Dr|ve. lnsp|re." campa|gn because of h|s representat|on of the up-and-com|ng persona.
Aok| frequent|y makes guest appearances on tours around the wor|d.
16
17
18
PR STRATEGY
Goal:
Our overa|| goa| through the 'Oreate. Dr|ve. lnsp|re."
campa|gn |s to br|ng customers |nto the dea|ersh|ps.
The Paragon Group w||| ach|eve th|s by produc|ng
events that focus on commun|ty bu||d|ng and pub||c
serv|ce, med|a re|at|ons, soc|a| network|ng and
consumer promot|ons.
19
Reaching consumers isnt just about
translating campaigns into Spanish.
By immersing
themselves in the
cultures and daily lives
of a brands users/
prospects, listening
HUKUKPUN[OVZL
overarching values
and themes marketers
HJ[P]LS`UK^H`Z[V
connect meaningfully
with them now
[rather than] waiting
for consumers to
assimilate
Festivals to Sponsor:

1. A3C Hip Hop Festival, Atlanta, GA
(October 11-13, 2013)
2. Bonnaroo, Manchester, TN
(June 7-10, 2013)
3. SXSW, Austin TX
(March 9-18, 2014)
4. Coachella, Indio, CA
(April 13-15, 2013)
5. Ultra Music Festival, Miami, FL
(March 23-25, 2014)
CONTEST
Find the Key to Your Style
To ro|| the 'Oreate. Dr|ve. lnsp|re" campa|gn, N|ssan w||| organ|ze a scavenger hunt
named 'F|nd the Key to Your Sty|e." For each mu|t|cu|tura| segment, three states were
chosen and each |nc|udes a h|gh popu|at|on of that ethn|c|ty.
Mission
The 'F|nd the Key to Your Sty|e" street team w||| g|ve d|fferent h|nts, |nstruct|ng contestants
to run a|| over the c|ty |n order to fnd c|ues that w||| |ead them to the keys to a brand new
N|ssan to |ncorporate the Oore Mode| Strategy. 'F|nd the Key to Your Sty|e" w||| not on|y
be a scavenger hunt, but a cha||enge. Teams of two w||| be tasked w|th a cha||enge at
every stop, each one more d|ffcu|t then the next.
Social Media
Soc|a| Med|a w||| p|ay a |arge ro|e |n the success of th|s contest. Tw|tter w||| be ut|||zed
to fo||ow the contestants and to see where they are and who |s |n the |ead us|ng the
promoted hashtag =F|ndTheKey. Facebook and FourSquare check-|n feature w||| a|so
be |ncorporated to prov|de h|nts and extra pr|zes a|ong the way, such as gas cards,
keycha|ns etc.
QR Code Keychains
Keycha|ns w|th Ou|ck Response (OR} Oodes w||| a|so be used
|n the 'F|nd the Key to Your Sty|e" event. The OR Oodes w|||
|ead part|c|pants to the N|ssan webs|te where they are |nv|ted
to go to the|r |oca| dea|ersh|p and test dr|ve one of the Oore
Mode| veh|c|es. The free test dr|ve w||| br|ng part|c|pants to
the dea|ersh|ps and once they are there the consumer w|||
be rewarded w|th a gas card that ranges from $10 to gas
for a year. Th|s keycha|n w||| be used |n many other PR and
Promot|ona| events.
20
INTERACTIVE
Create Your Ride
The Paragon Group be||eves that the current JKE Stud|o custom|zat|on
program to be a huge se|||ng po|nt for the mu|t|cu|tura| targets . Demograph|c
and psychograph|c research |||ustrates that the three mu|t|cu|tura| segments
connect w|th not on|y art and des|gn, but fam||y too.
To creat|ve|y |ncorporate mu|t|cu|tura| fam|||es |nto N|ssan`s new 'Oreate.
Dr|ve. lnsp|re." campa|gn, N|ssan w||| team up w|th |ts partners, NFl and
Year p. N|ssan w||| reach |ts target market and |nst||| pos|t|ve fee||ngs of the
company |n young ch||dren. ln turn, th|s w||| create ||fe|ong |oya| customers.
How It Works
B|ank temp|ates of the fve Oore Mode|s w||| be featured on N|ssan`s webs|te
to a||ow consumers to create the|r des|gns on the body of wh|chever mode|
they choose. After a|| car des|gns have been subm|tted to N|ssan, the
company w||| prov|de |||ustrat|ons of the top fve des|gns for each mode| |n
|oca| N|ssan dea|ersh|ps, where fans w||| be ab|e to vote on the|r favor|te
des|gns. These des|gns w||| a|so be posted on N|ssan`s Facebook page for
vot|ng. Once Amer|ca`s favor|te art|st|c creat|on for each mode| has been
chosen, the des|gns w||| be recreated on the actua| cars and be auct|oned
off to char|ty. The auct|on w||| take p|ace at N|ssan`s headquarters where
fans w||| have the ab|||ty to v|ew the auct|on through a ||ve feed on N|ssan`s
webs|te.
Drive What You Want
N|ssan w||| trave| across the country to severa| fest|va|s that are heav||y attended by our
target aud|ence. N|ssan w||| have a bus that |s accompan|ed by severa| of the Oore Mode|
cars. At each fest|va| N|ssan w||| set up a mob||e |ounge where fest|va|-goers can come
by and re|ax wh||e |earn|ng about the brand.
Typ|ca||y, these fest|va|s take p|ace dur|ng the hot summer months where a|r cond|t|on|ng
and refreshments are hard to fnd. Refreshments such as |emonade and water w||| be
served. The |nter|or of the bus w||| be decorated |n the same scheme as the |ns|de of a
N|ssan car. lt w||| a|so have te|ev|s|ons that p|ay mus|c v|deos and N|ssan commerc|a|s.
The bus w||| be equ|pped w|th the N|smo k|osks that a||ow the fest|va|-goers to create the|r
own un|que veh|c|e. Promot|ona| mater|a|s w||| be handed out and a N|ssan street team
w||| d|str|bute the OR code keycha|ns. 'Dr|ve What you Want" encourages commun|ty
bu||d|ng and pub||c serv|ces as we|| as soc|a| network|ng and consumer promot|ons.
21
SPORTS & CHARITY
Inspire Through Parkour
Parkour |s a un|que exper|ence that |nvo|ves us|ng just yourse|f to jump, c||mb, run, vau|t
and f|p around d|fferent bu||d|ngs and objects. Based on the demograph|cs of those
typ|ca||y |nterested |n Parkour, an event that |nc|udes an aesthet|c out|et for young urban
k|ds as we|| as the use of N|ssan cars w||| be a cu|m|nat|on of the ent|re campa|gn.
The N|ssan veh|c|es w||| not on|y be used for promot|on but a|so dur|ng the Parkour
performances!
The Parkour compet|t|ons w||| take p|ace at 4 d|fferent dea|ersh|ps throughout the n|ted
States |n the ear|y summer of 2013. The events w||| be promoted nat|ona||y through soc|a|
med|a, trad|t|ona| advert|s|ng and PR |n|t|at|ves. The top fve teams |n each geograph|c
area w||| be |nv|ted to part|c|pate at the Parkour compet|t|on be|ng he|d |n the|r reg|on.
The teams w||| be respons|b|e for ra|s|ng money for a char|ty of the|r cho|ce. On the day
of the compet|t|on, d|fferent cars w||| be set up |n the dea|ersh|p park|ng |ot and a DJ
w||| be p|ay|ng mus|c. Each of the fve teams w||| perform and a w|nner w||| be chosen
from aud|ence votes. Th|s w||| encourage the teams to ask the|r fr|ends for support and
u|t|mate|y br|ng more peop|e |nto the dea|ersh|p.
The frst p|ace w|nners at each dea|ersh|p w||| be g|ven an add|t|ona| $10,000 to the
char|ty of the|r cho|ce as a donat|on from N|ssan!
22
SALES PROMOTION
Cars in Malls:
In six locations around the country, one of the fve Core
Models will be placed in a Simon or Westfeld Mall. The
car will be Nismo-customized to attract attention from
the shoppers passing by. A kiosk will accompany the
car so shoppers can design their own car, complete
with the Nismo technology. Nissan will also team up
with local dealers that provide the cars and the signage
will say "Courtesy of Universal City Nissan" or "Visit
Baker Nissan North". The Nissan street team will be
handing out the QR Code keychains to drive traffc to
the dealerships. The locations will be as follows:
Centry City Mall - Los Angeles
Chicago Ridge Mall - Chicago Ridge
Southcenter Mall - Seattle-Tacoma
The Falls Mall - Miami, FL
Houston Galleria Mall - Houston, TX
Northlake Mall -- Atlanta, GA
The Cars in Malls event encourages community building
and public service as well as consumer promotions.
Local dealers will be there to speak with the consumers
that provide interest to answer questions and lure them
to stop by the dealership later on.
Press Releases
Press releases will be sent to all national and local media outlets with
a heavy emphasis on announcing Nissans promotional events.
Editorial Requests
Features about Nissans promotional events will be pitched to national
and local media outlets.
23
MEDIA
Who are we talking to?
College Student
Dr|ves a hand-me-down car
||ves at home w|th parents or |n a dorm
Works a part-t|me job for gas and spend|ng money
They bas|ca||y ||ve out of the|r car
Spends free t|me hang|ng out w|th fr|ends at n|ghtc|ubs and bars
Needs a re||ab|e and econom|ca| veh|c|e to get them from A to B
Recent College Grad
Recent|y acqu|red the|r frst 'rea|" job
Rewards themse|ves by upgrad|ng the|r hand-me-down veh|c|e
Mak|ng the|r frst major purchases, |.e. car
Des|res a more |uxur|ous veh|c|e than they prev|ous|y owned
All Grown Up
Genera||y cons|sts of new|yweds ands and young coup|es start|ng a
fam||y
The|r ||ves usua||y revo|ve around work and fam||y
|ook|ng for safe, re||ab|e and fue| effc|ent cars
Single Parent - All Work No Play
sua||y cons|sts of mothers ba|anc|ng home-||fe, fu||t|me work
and part-t|me schoo|
Enjoys watch|ng Tv |n the even|ngs whenever she can
||tt|e d|sposab|e |ncome but ||kes to browse through fash|on
magaz|nes
Needs a roomy, dependab|e car
24

MEDIA STRATEGY
Objective
To create awareness and favorab|||ty for N|ssan among Afr|can
Amer|can, H|span|c and As|an (pr|mar||y Oh|nese} consumers
aged 18-29.
Strategy
We h|gh|y recommend the mass med|a approach w|th our
campa|gn by |n|t|at|ng heavy pa|d med|a to create buzz among
our target market.
Th|s message |s re|nforced because:
Members of the target market w||| be ab|e to share the|r
thoughts about the new campa|gn on soc|a| med|a s|tes ||ke
Facebook, Tw|tter and YouTube, therefore, creat|ng earned
med|a.
The campa|gn w||| focus the major|ty of our pa|d advert|s|ng
around trad|t|ona| advert|s|ng.
The med|a campa|gn w||| supp|y heav|er advert|s|ng |n the
Top 13 DMA`s through |oca| med|a channe|s. ln add|t|on,
we w||| focus on ||ght to moderate users of rad|o and
magaz|nes.
The med|a campa|gn w||| supp|y heav|er advert|s|ng |n the Top
13 DMA`s through |oca| med|a channe|s. ln add|t|on, we w||| a|so
focus on ||ght to moderate users of rad|o and magaz|nes.
Geography
The campa|gn |s nat|ona| but w||| target these top 13 DMAs:
1. |A
2. New York
3. M|am|
4. Houston
5. Oh|cago
6. At|anta
7. Detro|t
Planning Parameters
Budget
$45,000,000
8. San Franc|sco
9. Hono|u|u
10. Wash|ngton D.O.
11. Seatt|e-Tacoma
12. Boston
13. Puerto R|co
25
MEDIA
Television/Video
Even though members of the target market are ||ght te|ev|s|on users, trad|t|ona| te|ev|s|on
|s st||| the most effect|ve way to reach the |argest amount of the target market. Afr|can-
Amer|cans, on average, spend 51 hours on trad|t|ona| te|ev|s|on, fo||owed by 31 hours
for H|span|cs and 23 hours for As|ans, a|| per week. More peop|e |earn about brands
through te|ev|s|on than through any other med|a.
First Step
Rough cuts of four advert|sements w||| be p|aced
on YouTube and w||| run for one month. The top
two ads that rece|ve the most ||kes at the end
of the month w||| be fu||y executed and run on
te|ev|s|on. Facebook and Tw|tter w||| be used to
dr|ve the aud|ence to these ads on YouTube.
Rationale:
Great opportun|ty to save on product|on
costs
Have a frst-hand |ook at wh|ch commerc|a|
resonate the most w|th our target markets
Our markets spend 7 hours per week
watch|ng v|deos on the lnternet.
Second Step
We w||| do spot cab|e buys w|th the
two ads chosen. Two ads |n each of
our chosen 13 DMAs w||| run for 13
weeks: the frst two weeks of each
month.
Rationale:
We w||| save about 50% on our
med|a do|ng spot
cab|e buys as opposed to go|ng
nat|ona|.
We w||| focus on areas w|th h|gh
concentrat|ons of our target
market, as our goa| |s to dr|ve
traffc to the dea|ersh|ps.
Third Step
Promot|ona||y dr|ven commerc|a|s
for the |ast s|x months of our
campa|gn.
Rationale:
There is a big push in September
to get r|d of the year-end mode|s,
and promote the new mode|
year veh|c|es.
Cable
Fuse, MTv, MTv 2, BET, vH1, Oomedy, ABO, FAM, TBS, F, E!
Hulu
lnternet v|deo stream|ng has been |ncreas|ng |n |ts
v|ewersh|p over t|me.
Ads w||| be p|aced on Hu|u dur|ng the same te|ev|s|on
schedu|e.
Hu|u can a|so be accessed through mob||e smartphones.
Online TV
Total Television/Video Cost
= $19,000,000
26
MEDIA
OUT OF HOME
Billboards
P|aced |n top 3 key DMAs w|th the h|ghest vo|ume N|ssan sa|es and for 3 months.
Bus/Subway Stations
P|aced |n same 3 d|fferent key DMAs |n the 3 w|nter months.
Total Out-of-Home Cost: $6,000,000
Rationale:
B|||boards pos|t|oned on h|hg|y v|s|b|e traffc |ocat|ons de||ver
h|gh frequency, susta|ns name and |mage awareness
30% of the three ethn|c groups use pub||c transportat|on
Google Adwords
Ads on Goog|e Adwords w||| d|rect members of the target to spec|fc pages
perta|n|ng to th|s campa|gn - for examp|e, to the rough cuts of the commerc|a|s
on YouTube dur|ng the frst month.
Facebook Ads
Members of the target w||| be d|rected to the N|ssan Facebook fan page when
they c||ck on an ad on Facebook.
ONLINE ADVERTISING Rationale:
Near|y ha|f of the web popu|at|on uses Goog|e as the|r
search eng|ne of cho|ce
20% of Afr|can Amer|cans, 20% of H|span|cs and 25% of
As|ans |n the .S. are on Facebook
Total Online Cost: $2,000,000
MAGAZINES
Total Magazine
Cost: $11,921,780


27
RADIO
RADIO
ln the wor|d of |pods and custom|zab|e |nternet rad|o, trad|t|ona| rad|o stat|ons are st|||
a great way to reach the masses. 30-second rad|o spots |n each DMA`s most popu|ar
Span|sh, H|p Hop & R&B, Rock, rban Oontemporary and Party stat|ons--favored by
our target groups. These stat|ons p|ay mus|c and feature programm|ng re|evant to the
||festy|es and preferences of our target aud|ence.


MIAMI
L.A
NY CITY
SAN FRANCISCO
HAWAII
PUERTO RICO
Total Radio Cost: $6,000,000
28
I am America. I am the part you wont recognize.
But get used to me. B|ack, condent, my name,
not yours, my re|igion, not yours, my goa|s, my
own, get used to me."
MEDIA BUDGET
29
7 14 21 28 3 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 23 1 8 13 22 29 6 13 20 27 3 10 17 24 1 8 13 22 29 4 11 18 23 1 8 13 22 1 8 13 22 29
PCLluA?S/LvLn1S
1e|ev|s|on]V|deo
SpoL-Cable $13,000,000
SpoL-Cable $6,000,000
Pulu $7,000,000
1ota| 1e|ev|s|on]V|deo 526,000,000
Cut of nome
8lllboards $2,300,000
8us ShelLer Ads $1,730,000
Subway 1ermlnal Ads $1,730,000
1ota| Cut of nome 56,000,000
Cn||ne
Coogle AdWords $1,000,000
lacebook Ads $1,000,000
1argeLed Ads (?ahoo, Coogle, 8lng) $3,000,000
ald ConLenL $1,000,000
1ota| Cn||ne 56,000,000
Magaz|nes
vlbe $162,000
Lssence $1,220,200
Lbony $730,128
xxL $300,840
LaLlna $308,272
Men's PealLh $833,140
8ldes Magazlne $134,980
Maxlm $3,046,140
CosmopollLan $2,922,200
CosmopollLan Lspanol $134,800
lmporL 1urner $136,180
us Weekly $1,712,700
1ota| Magaz|nes 511,921,S80
kad|o
1argeL MarkeL uMA's $6,000,000
1ota| kad|o 56,000,000
D|g|ta|
1wlLLer $3,000,000
lacebook $3,000,000
?ou1ube $4,300,000
lnLeracLlve AlrporL Ads $6,000,000
Moblle AppllcaLlon $3,000,000
1ota| D|g|ta| $19,300,000
k]romot|ons
"llnd Lhe key Lo ?our SLyle" $2,300,000
"CreaLe your 8lde" $8,000,000
"urlve WhaL you WanL" $2,000,000
"lnsplre 1hrough arkour" $1,000,000
Cars ln Malls $300,000
Medla 8elaLlons $3,000,000
1ota| k]romot|ons 517,000,000
592,421,S80
2013-2014
!une '13 !uly '13 AugusL '13
1ota|
March '2014
LasLer/Sprlng Cleanlng LarLh/MoLher's Summer vaca !uly 4Lh 8ack Lo School 8lack lrlday WlnLer Pollday new ?ears valenLlne's uay
1oLal
SepLember '13 CcLober '13 november '13 uecember '13 !anuary '14 lebruary '14 Aprll '13 May '13
CAMPAIGN EVALUATION
Create. Drive. Inspire. campaign evaluation:
Dea|ersh|p v|s|ts, car sa|es & |nteract|ons w|th customers
Use Nissan corporate and dea|er-specic records to.
Track car sa|es throughout the |mp|ementat|on of our campa|gn
Track v|s|ts to the dea|ersh|ps (per each dea|er}
Mon|tor a|| med|a out|ets for |nteract|ons w|th customers
Media Evaluation
Track use of OR codes through web ana|yt|cs
se ques|tona|res to gauge att|tudes of peop|e who wou|d have seen the
ads
Track reca|| and retent|on of magaz|ne, Tv and rad|o ads
Digial Initatives Evaluation
Through Goog|e Ana|yt|cs, track v|s|ts to the webs|te and the referra|s
Oa|cu|ate tota| |nteract|ons through comments, v|deo up|oads, etc.
through Facebook, YouTube and Tw|tter
Track use of the new |Phone app us|ng network data capture capab|||t|es
30
Our bas|c prem|se for the campa|gn as a who|e |s to OREATE
re|avent connect|ons w|th the target aud|ence, DRlvE them to the
dea|er, and lNSPlRE them to test dr|ve/purchase N|ssans veh|ch|es.
BIBLIOGRAPHY
America.gov. (2010). Hispanic buying power. America.gov. Retrieved July 23, 2010, from http://www.America.gov/Hispanic_pur-
chase.html
Arrington, M. (2007). Global Grind: Ajax, Finally, For The Hip Hop Demographic.TechCrunch. Retrieved 2012, from http://tech-
crunch.com/2007/09/26/global-grind-ajax-fnally-for-the-hip-hop-demographic/
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Pew Research
Gettyimages.com
Facebook.com
www.twitter.com
www.facebook.com
www.youtube.com
www.yearup.com
www.fatherhood.org
http://nissangraphics.com/
http://www.parkour.com/
www.batchgeo.com
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http://www.history-car.com/2011/11/21/nissan-history/
http://touch.dailymotion.com/video/xi3ro3_tracking-the-nissan-s-history-in-times-
square-investigation_news
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SPECIAL THANKS GOES TO:
Dr. Jerry Dauter|eve
Dean, Gabe||| Schoo| of Bus|ness
v|nc|e Bert||||no
Ass|stant to the Dean
Tracy |eRoux
Academ|c Adv|sor
Steven Andrews
FOR ALL THEIR HELP
Kimberly Campbell
Katerina Carag
Ohr|st|ne Durn|n
Mike Kaplan
B|||y Kee|ey
Dav|d K||fo||
Ryan Kroog
Just|n Manon|
Son|a Mart|nez
Lauren Meyers
E||zabeth Monahan
Kayla Nerone
Ha|ey Powe||
Kassandra R|cc|
CREDITS
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