nissan mini campaign

8/10/2019 Nissan Mini Campaign

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NISSANThe Blue Man Group



EXECUTIVE SUMMARY

The automotive industry is extremely competitive, so each car company musthave a strong brand in order to survive. In the case of Nissan, brand awarenessand favorability are especially low when it comes to one particular segment:multicultural millennials. Nissan has inconsistent branding, and its positionin the marketplace is unclear. By strategically positioning Nissan cars in waysthat Hispanic, African American and Chinese millennials will nd appealing, thecompany’s sales will increase by two percent across each segment by March 2016.

Several factors contribute to Nissan’s poor positioning in the marketplace. Aninternal factor is that Nissan doesn’t have clear branding, and the company’s voiceis overshadowed by its competitors. An external factor is that the car industry isextremely fast paced, and competitors Honda and Toyota are particularly difcultto compete with due to their size, established branding and consumer trust.Another external factor is that the target market has many facets. Multiculturalmillennials are mostly college educated, and along with that comes studentloan debt. With average incomes of $66,000 to $78,000 per year, multiculturalmillennials are more hesitant to make big purchases, such as buying cars.

In order to overcome these factors, The Blue Man Group proposes two newpositioning strategies for Nissan. These two positions will appeal to the targetaudience and will establish a stronger brand for Nissan. The rst campaign,“The Road to Home”, will use product user positioning that is geared towardconsumer emotions. The second campaign, “With Science, We Go Further,” willuse product class positioning that is geared toward technology and innovation.



PROBLEM/OBJECTIVES



Nissan’s current position, “Innovation for All”, is not translated through itscurrent advertisements. The brand has different voices throughout media

platforms, which can confuse consumers. Overall, the brand is weak and iseasily overshadowed by its competitors.

Nissan’s target audience is multicultural millennials ages 18 to 29 in the UnitedStates. Within this group, Nissan is focusing on African Americans, Chineseand Hispanic ethnicities.

Multicultural millenials are living budget-friendly lifestyles. They look for thebest quality for the least amount of money. This audience also values strongbrands and looks and appearances are critical in their decision making.

Nissan’s primary competitors are Toyota and Honda, car manufacturers thatalso target multicultural millenials. Both companies have established strongand easily identiable brands. They also have consistent branding across allplatforms and are more innovative in utilizing the digital space.

POSITIONING PROBLEM



STRENGTHSNissan offers more unique and exclusive technology than its competitors (ze-ro-gravity seats and self-cleaning car)Partnerships with widely known brands such as NCAA and Innovation for EnduranceCarries the best in class fuel economy compared to its competitors

WEAKNESS

Brand is less dened amongst competitorsAdvertising is inconsistent across media platformsSocial media presence is inconsistent with brand positioning

OPPORTUNITIES

Unique technology in vehicles could lead to a more distinguished brandNissan has had a neutral branding history, which leaves The Blue Man Groupa cleaner slate to work with.

Targeting to multicultural millennials can create the ideal environment forNissan to introduce a new and better brandPrimary competitor Honda is having a soft year in sales

THREATS

Competitor Honda dominates the digital spaceMillennials have student loans, may not be interested in buying carsPrices of competitors are very similar creating more competition (Accord, Alti-

ma, Camry are all priced starting at $22,000)



DEMOGRAPHICS

African AmericansSingle, college-educated mothersMore receptive to ads targeted specically to their raceConsume more traditional media (national cable and print)

ChineseExtremely educated males with fewer childrenHighest population in CA, followed by NJ, then NYGreatest potential market based on audience size and its inclination for buy-ing NissansLike staying connected to roots—Chinese media consumed in-language andin-culture (mostly print)

HispanicCollege-educated parents with multiple childrenHighest population in CA and TXConsume both English and in-language mediaMostly watch network TV

ECONOMIC FACTORS

SalaryRanges from $66,000-$78,000

2008 RecessionNissan pulled out of AA marketingCompetitors took large amount of Nissansales volume

COMPETITIVE FACTORS

Automobile advertising still traditional, relying heavily on print, TV and radioHonda and Toyota have stronger, more consistent and more dened digitalpresence



BUDGET

Both positions will be heavily weighted toward TV and digital, platforms inwhich Nissan can promote its brand most clearly. Chinese millennials useprint media frequently, while Hispanic millennials use radio and TV.

TV $40 million

Radio $5 million Digital $10 million

Print $25 million

Promotion $25 million


http://slidepdf.com/reader/full/nissan-mini-campaign 8/26POSITIONING



The Road to Home



“The Road to Home” campaign will use advertisements with emotional appealsto form a connection between multicultural millennials and their heritages. Eachadvertisement will convey feelings of comfort and belonging. Artistic imagerywill enhance the fact that multicultural millennials are unique and enjoy pavingtheir own ways in life. Advertisements will reach the highest frequency aroundthe summer and winter months due to increased travels and the holidays. Therewill also be a spike in advertising during Nissan’s promotions in the spring.

PRODUCT USER POSITION

EXPENDITURES BY MONTH



DIGITAL

Millennials live in a digital world. Pop ads on homepagand social media sites that convey messages of nding youhome with a Nissan.These ads will be reminiscent of “thcomfort of home” TV spot in style, and will feature the sammessaging.

FIND

YOUR

HOME

WITH

NISSANClick here to win

FIND

YOUR

HOME

WITHNISSAN



TV

“Sunrise Safe Haven”-:60

Opens to a scenic view of an open meadow, sounds of birds chirping andmorning breeze rises. The scene slowly extends to a wideshot view of a groupof friends sitting on a hill with their Nissan, enjoying the sunrise. In the last20 seconds, copy appears on the screen, “Find you home with Nissan.” Thenappears the Nissan logo and slogan: “The Road to Home.”

FIND YOUR HOME WITH NISSAN



“The Comforts of Home With Nissan”-:90

1. 2. 3.

4. 5. 6.

TV

The commercial uses a very artistic, sketched Van Gogh-like imagery. It beginswith an Asian man and his family leave for the United States, leaving his Nissan

behind. In US, the man doesn’t feel at home without his Nissan, and his skin colorfades to black and white. He struggles through everyday life until his Nissan isreturned via ship. The color returns to his skin while he’s driving his Nissan withhis family in their new country.



RADIO

For product user, the Blue Man Group thought of a radio ad featuring a 60second spot with spa music, and will allow listeners to meditate for those 60seconds. The 60-second spot allows consumers 30 seconds of meditationbrought to them by Nissan.

“This moment of meditation during trafc is provided to you by Nissan. Yourcar is your safe haven when you drive with Nissan.”



Place Me inYour Car andCreate YourEscape

“Mountain Breeze”

This carries along with the theme of comfort and escape with the product user repositioning. Theprint advertisements will contain a detachable car air freshener, which people can tear out andhang in their cars. The scents will be specically “homey” scents, such as fresh laundry and just-brewed green tea.

PRINT



Creates more engagement and interaction between Nissan and multiculturalmillennialsMulticultural millenials will associate Nissan with their heritages

PROS

CONS

Could unintentionally include racial stereotypesWith a strong emphasis on certain cultures, the campaign may alienate otheraudiences for Nissan

EXPECTED OUTCOME

The emotional appeal of the campaign will create a personal connection

between multicultural millennials and Nissan. This will strengthen Nissan’sbrand awareness among this target audience and will increase Nissan sales.



With Science, We Go Further



PRODUCT CLASS

In the “With Science, We Go Further” campaign, a larger-than-life, intelligentand sophisticated tone will be conveyed throughout each advertisement. Usingastronaut Buzz Aldrin, who took the rst sele in space, as a spokespersonfor Nissan will do just that. Aldrin’s youthful spirit embodies the innovation,intelligence and passion that the campaign will project. The ads will focus onthe quality and unique technology that Nissan products have to offer. This willappeal to multicultural millennials, who are mostly college educated. Similarly

to the product user strategy, advertisements will reach the highest frequencyduring the summer and winter months due to increased travels and theholidays. There will also be a spike in advertising during Nissan’s promotionsin the spring.

EXPENDITURES BY MONTH



DIGITAL

Nissan will host an open contest for ideas about new appliances or improvementsto be included in specialty versions of next year’s Nissan models. The contestwill encourage applicants to think outside the box, and people will associateNissan with the advancement of technology and science. People will submittheir ideas through Nissan’s Facebook page.

Social Media: Buzz Aldrin will “test” Nissan’s most impressive features and willtweet and post about them on Facebook. Buzz Aldrin will be the main contentproducer for Nissan’s social media, to keep it consistent across all platforms.

Additionally, we will utilize Vine to show off Nissan’s technology with mobile-friendly, six-second clips. For example, we can open the hood of an Altima andmatch the moving of the parts to the notes in a piece of classical music.



TV

The TV spot will appear in muted, serious colors to specically highlight thespokesperson and the unique Nissan products. This commercial will depictBuzz Aldrin beneath a spotlight, explaining Nissan’s outstanding productfeatures, such as its zero gravity seats and self-cleaning car. Aldrin willintroducing himself as the second man on the moon and the rst sele-takerin space, to make himself a credible yet modern spokesperson for the Nissan

brand. His personable, witty appeal, similar to that of TED Talk Speakers,will create a connection with multicultural millennials, who again are highlyeducated, and will appreciate this sophisticated and intriguing approach.



RADIO

A radio ad will feature a spokesperson telling the audience facts of about Nissancar while it is in motion. The radio spot will emphasize the science behind

Nissan with a witty tone that appeals to multicultural millennials. This radioad would be perfect since we described our product class as” groundbreaking,intelligence, bold, and pioneers.” It gives the target audience a scientic way ofdescribing the aspects of the Nissan brand that would t their personalities.

“You wish you were driving a Nissan car. If you are driving one, then right nowyour car’s piston at 7000 rpm is running 116 revs per second, fast enough to killa herd of armadillos. Nissan VQ engines have topped many of the best enginesaround the world. Experience Nissan. “With Science, We Go Further.” Nissan.



PRINT

Print may seem like a thing of the past for millennials, but not when the pageshold a device you can actually use. Full page ads will include a tear-awaysection that has an embedded location-sensor chip. Consumers can downloadthe Nissan app and leave the sensor in their cars. They can then use the appto locate their cars in busy parking lots and garages when they forget wherethey parked.

DON’T LOSE IT

Detach the Nissan logo sensor, place it in you car, and younever will. Download the app here and trace the location ofyour car at all times.

YOUR CAR IS A WORK OF SCIENTIFIC ART



PRODUCT PLACEMENT: TOMORROWLAND

Up and coming Disney movie, “Tomorrowland,” takes place in a futuristicsetting with a strong focus on technology and science. Nissan will design afuturistic car that will be featured in the motion picture. This product placementwill not only create buzz for Nissan amongst multicultural millennials, but alsowill associate the brand even further with science and innovation.



CONCLUSION/EVALUATION



CONCLUSION

The Blue Man Group recommends Nissan to use the product class positioningstrategy. Using the product class positioning strategy will distinguish thehigh quality and uniqueness of Nissan’s products amongst its competitors.Multicultural millennials value individuality and quality within a brandand will be intrigued by advertisements that highlight sophistication andvalue. The emphasis on science within the “With Science, We Go Further”campaign will appeal to multicultural millennials, who are highly educated.When compared to the product user strategy, the product class strategywill appeal to multicultural millennials without isolating other ethnic groups.

Google Analytics and focus groups will evaluate the effectiveness ofthe campaign and will also evaluate multicultural millennial sentiment.

Halfway through the scal year, Nissan will present members of its targetaudience with surveys that will evaluate consumer sentiment. By the endof the campaign period, Nissan’s multicultural millennial market shareshould increase. At this time, Nissan will present another survey andhold focus groups to measure audience sentiment more in depth. If thecampaign proves it’s success, it will be extended in six month increments.

nissan mini campaign

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