Being Relevantin the Mobile Space
TYPICAL ASSIGNMENT“ Um yeah, weʼre gonna need  you guys to make an app.”                     image: http://www.themoviedb....
3 Core Principles
1. Identify the   Customer Need.An optimal mobile strategy prioritizes features to create anexperience that meets a custom...
2. Solve the Need.The best solutions createexperiences that areindispensable rather thendisposable.                       ...
3. Drive Business Results.Ultimately, our job is to drive actions that support a healthybusiness.                         ...
Retail Integration
CUSTOMER NEED  I want to know more about the Altima,“ but the dealership is closed right now or  the sales person is unava...
SOLUTION.Give customersaccurate information onthe lot when dealers arebusy or closed.     http://www.autoblog.com/2011/08/...
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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 demogra...
OUR APPROACH.What really made theVersa experiencecompelling is that wetold the storycontextually.- Created moments of self...
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Branded Program
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CUSTOMER NEED“ Iʼll never be a race car driver.  But man, Iʼd love to get on  that track and in those cars.”              ...
SOLUTION.Speed needs to be experienced.In a place that shows the cars. Shows them off, whileshowing everyone else up. And ...
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Whatʼs Next              28
Thank You!             30
MobiU2011: STRAT111 Mobile Campaign Strategy - Nissan & Critical Mass
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MobiU2011: STRAT111 Mobile Campaign Strategy - Nissan & Critical Mass

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As a major brand, how should you form your mobile strategy? Nissan and Critical Mass will provide an inside look at how they are building mobile into their overall marketing plan and illustrate their strategy through the mobile campaigns that are currently in market for the new Nissan Versa.

Published in: Automotive, Sports, Business
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MobiU2011: STRAT111 Mobile Campaign Strategy - Nissan & Critical Mass

  1. 1. Being Relevantin the Mobile Space
  2. 2. TYPICAL ASSIGNMENT“ Um yeah, weʼre gonna need you guys to make an app.” image: http://www.themoviedb.org/movie/1542 2
  3. 3. 3 Core Principles
  4. 4. 1. Identify the Customer Need.An optimal mobile strategy prioritizes features to create anexperience that meets a customerʼs needs:- Repetitive Need - News & Information- Utilitarian Need - flight check-in, bank account balance, directions- Entertainment Need - answer to boredom
  5. 5. 2. Solve the Need.The best solutions createexperiences that areindispensable rather thendisposable. 5
  6. 6. 3. Drive Business Results.Ultimately, our job is to drive actions that support a healthybusiness. 6
  7. 7. Retail Integration
  8. 8. 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
  9. 9. 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
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. Campaign Launch
  15. 15. CUSTOMER NEED“ Does the Versa really have the most room for a car in its class? ” 15
  16. 16. 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
  17. 17. 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
  18. 18. 18
  19. 19. Branded Program
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. CUSTOMER NEED“ Iʼll never be a race car driver. But man, Iʼd love to get on that track and in those cars.” 23
  24. 24. 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
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. Whatʼs Next 28
  29. 29. Thank You! 30

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