Nissan + CM Mobile Strategy, Mobile University 2011

Being Relevantin the Mobile Space

TYPICAL ASSIGNMENT“ Um yeah, weʼre gonna need you guys to make an app.” image: http://www.themoviedb.org/movie/1542 2

3 Core Principles

1. Identify the Customer Need.An optimal mobile strategy prioritizes features to create anexperience that meets a customer’s needs:- Repetitive Need - News & Information- Utilitarian Need - flight check-in, bank account balance, directions- Entertainment Need - answer to boredom

2. Solve the Need.The best solutions createexperiences that areindispensable rather thendisposable. 5

3. Drive Business Results.Ultimately, our job is to drive actions that support a healthybusiness. 6

Retail Integration

CUSTOMER NEED I want to know more about the Altima,“ but the dealership is closed right now or the sales person is unavailable.” image: http://www.cameronconstruction.com/garff-nissan/ 8

SOLUTION.Give customersaccurate information onthe lot when dealers arebusy or closed. http://www.autoblog.com/2011/08/08/nissan-first-to-place-qr- codes-on-window-stickers-ahead-of-2013/ 9

Campaign Launch

CUSTOMER NEED“ Does the Versa really have the most room for a car in its class? ” 15

SOLUTION.Put people in the car ina fun, meaningful way.- Solution was designed with mobile as a priority given the demographic- Prove Versa has "room for anything" with supporting facts- Put users in the car virtually with a "first-person" experience- Make it accessible through a browser based solution- Make it fun! 16

OUR APPROACH.What really made theVersa experiencecompelling is that wetold the storycontextually.- Created moments of self expression - Posed Questions: Can my 6 ft buddy fit in back?- Transformed "room for anything" into "room for me" 17

Branded Program

CUSTOMER NEED“ Iʼll never be a race car driver. But man, Iʼd love to get on that track and in those cars.” 23

SOLUTION.Speed needs to be experienced.In a place that shows the cars. Shows them off, whileshowing everyone else up. And puts people behind thewheel so they can not only see, but feel what speed truly is. 24

Whatʼs Next 28

Thank You! 30

http://paper.li	11
http://twitter.com	2
http://heartlandmobilecouncil.org	1

Nissan + CM Mobile Strategy, Mobile University 2011

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