3. 1
Since the creation of Nissan in 1911, the founders have aimed to become the
forerunner in the automobile industry. Today, the brand strives to provide unique
and innovative automotive products and services for consumers. With such a
competitive automobile landscape, Spark recognizes that a comprehensive
understanding of the customers’ motivation to succeed and stand apart is the key
to success.
Spark has developed the following campaign to meet the needs of 18 to 34
year-old multicultural consumers. Placing an emphasis on individualism and
determination, this campaign demonstrates how Nissan is the facilitator on the
journey to success. Our concept allows each multicultural millennial to choose
the unique automobile that best fits his or her lifestyle.
Spark is confident that this campaign will effectively position Nissan as each
multicultural millennial’s ideal vehicle.
Executive
SUMMARY
INTRO
Agency Identity 2
Account Planning 3
Creative 8
Brand Activation 15
Media 24
Evaluation 31
Credits 32

4. 2 INTRO // Agency Identity
Brainstorming - Planning
Feeding the creative process with insights
Vision - Creative
Seeing the new ideas through
We are 26 individuals, each with a unique perspective. Our goal is to create one cohesive,
effective concept. Through the different ideas brought to the table by each individual, we
are able to craft and produce ground-breaking campaigns.
ABOUT OUR AGENCY
after all, the best ideas start with a spark...
OUR MISSIONCombine our passion
with your goals to create
powerful campaigns.
Action - Brand Activation and Media
Breaking through clutter with bold engagements
Reflection - Evaluation
Accurately measuring the success

5. 3ACCOUNT PLANNING // Situational Analysis
Economic Forces
• Gas prices continuously on the rise
• Employment rates may be in a potential upswing
• The US economy now appears to be recovering from the recession
Competitive Forces
• Honda and Toyota are viewed as cult brands
• Difficult for car brands to differentiate themselves with significantly similar
products
• Focus on customer service and the dealership experience
Technological Forces
• Technology becoming personalized
• Multimedia delivery platforms provide entertainment to passengers and
improving navigation
• Advances in digital technology, wireless communication, and software have
widened dimensions of product development in automobile industry
• Technology is attempting to improve cars and make them more
environmentally friendly
Socio-cultural Forces
• Groups within target market are particularly concerned with image and status
• Consumers must be reached more directly and creatively
• There is an increasing interest in social responsibility, like the “Green
Initiative”
Legal Forces
• New fuel economy and pollution standards for car and light trucks sold
between 2012 and 2016
• Must adhere to all Federal Motor Vehicle Safety Standards and Regulations

6. 4 ACCOUNT PLANNING // Competitor Analysis
NISSAN
• Seeking a symbiosis of people, vehicles and nature
• Desire for a sustainable mobile society, now and in the future
• Nissan Green Program’s goal is to achieve 100% resource
recovery rate and generate zero waste emissions
Ford
• Developing plan to reduce CO2 emissions
• Decreased global water use per vehicle and landfill use
• Environmental Operating System including metrics, data
collection and reporting in all plants
• Energy Star Sustained Excellence Award from the U.S.
Environmental Protection Agency and the U.S. Department of
Energy for sixth year in a row
Chevrolet
• Supports new wind farms and solar projects
• Captures methane from landfills and uses it for energy
• Contributes to forestry projects throughout America
• Devotes $40 million to ensure impact makes a difference
• More than half of plants globally are landfill-free
Honda
• Blue Skies for Our Children represents environmental vision
• Embarked on the largest solar-cell project to reduce energy
loads and CO2 emissions
• Worldwide plants meet toughest international environmental
management standards
• Earned the title of America’s “Greenest Automaker” from the
Union of Concerned Scientists
Hyundai
• Blue Drive technology including plug-in hybrid vehicles, zero-
emission electric vehicles, and fuel-cell vehicles that run
entirely on hydrogen with their only emission being water
• Eco-Technology Research Institute creates new ways to lower
air pollution from exhaust emissions
• “Green Move initiative” works with communities to protect
environment
Toyota
• 5R system: refine, reduce, reuse, recycle and recover energy
• Researching renewable resource materials
• End of Life Vehicle (ELV) recycling/recovery rate is over 90%
• Received Silver LEED Certification and Gold LEED Certification
HISTORY
Price
J.D.powerHORSEPOWERFUELEFFICIENCY
$19,714
$20,585
$21,188
$20,143
$21,163
$18,011
98 Years
109 Years
100 Years
64 Years
45 Years
55 Years
3
3
4
3
3
3
172
173.8
173
183.2
181.6
202.4
26.3 mpg
31.7 mpg
27.9 mpg
29.2 mpg
34.2 mpg
35 mpg
The above are average data collected from base models from the following brands:
Subcompact: Versa
Chevy Sonic
Ford Fiesta
Honda Fit
Hyundai Accent
Toyota Yaris
Compact Sedan: Sentra
Chevy Cruze
Ford Focus
Honda Civic
Hyundai Elantra
Toyota Carolla
Mid-Sized SUV: Pathfinder
Chevy Traverse
Ford Explorer
Honda Pilot
Hyundai Santa Fe
Toyota 4Runner
Mid-Sized Sedan: Altima
Chevy Malibu
Ford Fusion
Honda Accord
Hyundai Sonata
Toyota Camry
Small SUV: Rogue
Chevy Equinox
Ford Escape
Honda CR-V
Hyundai Tucson
Toyota RAV4

7. 5ACCOUNT PLANNING // SWOT Analysis
• Strategic alliance with Renault allows Nissan to
reach a more diversified customer base and benefit
from the technologies and innovations of each
individual partnership
• Geographic diversification and global operations
• Innovative technological advances that are good
for the environment, enhance safety, and provide
greater on-board satisfaction
• Robust research and developmental activities
• Altered brand reputation due to recalls – most
recent being in early March of 2012
• Dependence in overseas markets: Nissan
currently produces over 50% of its vehicles abroad
• Nissan Power 88
• Expansion of product lineups
• Growing opportunities in emerging markets
• Strategic investments in zero-emission
technologies
• Strategic cooperation with Daimler
• Reviving once-popular Datsun brand
• Natural disasters in overseas markets
• Competition in the global automotive market
• Appreciating Japanese Yen against the US Dollar
• Tightening emission standards
strengths
WEAKNESSES
OPPORTUNITIES
THREATS
NISSAN
BRAND PERCEPTIONS These actual target audience responses, obtained through our primary research, were
selected because they are representative of responses overall:
“They kind of have a boring logo.”
“Sleek and modern look.”
“When I think Nissan, I think UGLY, dopey four-wheel drives.”
“Drives very well, the exterior is beautiful and mileage is awesome.”
“I wasn’t planning on liking this car.”
“The ‘meh’ brand.”

8. 6 ACCOUNT PLANNING // Research Methods
Focus Groups / one-on-one interviewsMultiple focus groups and interviews were held with members of our target
audience. Topics discussed included: perspectives on various ethnicities
and cultures, Nissan’s direct competitors, Nissan’s brand image, and
interpretations of “innovation.”
SurveysSurveys were conducted online with Qualtrics to reinforce our focus
group findings and address additional questions. We received over 720
respondents for our survey. From these findings we developed key insights
for our campaign.
Expert InterviewsWe contacted Nissan dealers to understand buyers’ purchasing behaviors
while observing various selling methods. Additionally, a multicultural
professor with a doctorate in educational leadership was contacted to gain
expert insight on our target audience.
Observational ResearchTo gain a firsthand perspective of being a Nissan driver, we went to various
dealerships and recorded multiculturals’ reactions to being in Nissan
models. We also went to competitor’s dealerships to obtain their reactions
to those models.
In order to understand Multicultural
Millennials, we researched each
ethnicity individually. Using news
sources, blogs, websites and research
services, we analyzed each culture’s
psychographics, demographics,
attitudes and beliefs. Using MRI+, we
were able to determine the highest
media usage outlets among our target
audience.
RESEARCH
SECONDARY
PRIMARY RESEARCH

9. 7ACCOUNT PLANNING // Profile
Secondary AudienceOur secondary audience is composed of two different subsets of our target
demographic; millennials who cannot yet afford a Nissan, and the parents of
those who can. Our primary audience values the opinions of their families.
Multicultural Millenials look to their families for monetary assistance,
and advice about life and major purchasing decisions.
VisionarIESThey are African Americans, Hispanics and Chinese Americans between
the ages 18 and 34, who have the buying power to purchase Nissan
vehicles. They are highly educated, goal-oriented millennials. While
they are proud to represent their culture, they strive to distinguish
themselves as individuals. They embark on their own path, breaking
boundaries, and overcoming hurdles to achieve success.
The
Multicultural Millennials need to develop
a strong, emotional bond with Nissan
through an improved brand perception.
It is essential to build off the innovative
image of Nissan that resonates with their
lifestyle. The end result is an increase in
multicultural market share.
Nissan will instill confidence in
Multicultural Millennials as they work
toward their goals. We will show how
Nissan’s innovative features and brand
image match Multicultural Millennials’
ambitious lifestyles.
Multicultural Millennials feel they
need to work harder to overcome the
obstacles in the way of their success.
“We need to be over qualified
to be qualified”
THE CHALLENGE THE KEY INSIGHT THE STRATEGY
What Does Owning
A Car Mean to You?
What Does
“Innovation” Mean
to You?
What Makes A Car
Innovative?
Top 3 Responses:
Freedom
Responsibility
Independence
Top 3 Responses:
New
Create
Ideas
Top 3 Responses:
New
Features
Technology
Survey Results

10. 8 CREATIVE // The Big Idea
BIGThe IDEA
“For the Driven” expresses passion and motivation, not only as a defining personal
characteristic, but as a way of life.
Because of their diverse backgrounds, our target audience is inherently ambitious and focused
on achieving their goals, despite any obstacles that stand in their way. Our Big Idea taps into
this notion by demonstrating that Nissan is a “driven” car made for a driven individual.
Confidence, zeal, drive. Nissan IS for the driven.
“For the
Driven”

11. 9CREATIVE // Art Direction
The important linkbetween the benefitof a particularfeature and thedriver’s needs, alongwith a call-to-actionto visit Nissan’smicrosite for moreinformation.
The copy tells
the story of a
motivated individual in
a lifestyle situation
Copy ends with the
tagline, “Some say
you’re ____, we
say you’re DRIVEN”,
reinforcing the
fact that Nissan is
supportive in every
aspect of their
customers’ lives.
The combination of
a striking image of
Multicultural Millenials in
everyday scenarios and
a large image of the
selected Nissan vehicle.

12. 10 CREATIVE // Print Ads
Ahead of the Rush Precious Cargo

13. 11CREATIVE // Print Ads
Star of the Road Ready for the Road

14. 12 CREATIVE // TV Spot
TV Spot #1 “"The Icing On The Cake: pathfinder"”
30 Seconds
1 2 3
4 5 6
7 8 9
10 11 12
Some say you take too
many risks.
Quitting your job to
follow your passion?
But baking is your life,
so that was an easy
decision.
Careful now...
Alright you’re good.
Standard in all Nissan
vehicles, the CVT
seamless shifting
promises you a smooth
ride by avoiding “shift-
shock”
So your precious cargo
stays under control.
At Nissan, we
believe the journey is
just as important as
the destination.
Some say...
Woman: You’re a life
saver!
We say you’re driven.
Nissan. For the driven.
Maria seen throwing flour in
the air
Maria baking her client’s
cake in her kitchen
Final product is revealed
Maria takes the cakes to her
Nissan with lots of care
Door closes, and Maria
drives off
Maria merges onto the
highway with another car
When the other car
accelerates to merge, the
ice cream goes into the face
of the little kid
When Maria accelerates, the
cake remains still
Maria looks back at her cake
with confidence
Maria pulls up to the client
Client sees Maria’s cake and
is impressed
Full-Screen Graphic: Nissan
logo
Visuals audio
1
2
3
4
5
6
7
8
9
10
11
12

15. 13CREATIVE // Radio Spots
It’s just you and me and the open road. Up ahead is a turn.
Some told you to keep going straight...but you’ve decided to go left.
Yeah, there’ll be some bumps, but we’ll navigate our own route.
Let’s push start today.
Some say you’re unpredictable. We say you’re driven.
The 2012 Nissan Rogue, with an integrated GPS system, push-to-start technology,
and the capacity to fit all your adventures.
Visit ForTheDriven.com today to find your perfect Nissan. Innovation for all.
Source Dialogue
Music Mood Music
Radio Spot
Female
Voice
Radio advertisements will air in key market areas with
concentrated Hispanic populations, such as New York,
Chicago, Houston, Los Angeles, and San Diego. The
commercial will air in both Spanish and English. Radio is the
medium most likely to be preferred in-language. Having a
spot in Spanish will also reach our secondary target.

16. 14 CREATIVE // Digital
Facebook
ADVERTISEMENT
The use of flash-animated
Internet ads captures the
attention of our target
audience.
The copy in the ads portrays
a situation in which the
motivated individual is
seamlessely transitioning
between two activities.
The chosen situation is very
relatable, and a click will
drive our target audience to
ForTheDriven.com
Internet
Banners

17. 15BRAND ACTIVATION // Philosophy
Deepening relationships through integrated engagements...
Brand Activation
Philosophy
Nissan’s YouTube channel will host campaign executions,
extended cuts, video submissions, and viral videos from
guerrilla initiatives. This will develop an interactive
engagement between the driven consumers and the
innovative image of the Nissan brand.
Nissan’s Facebook page will be used to interact with
customers and to promote brand activation tactics. All
initiatives will be announced via Facebook in addition to
promotional tactics already in place. Tabs will be added
for individual brand activation campaigns.
To enhance other aspects of the campaign, Nissan will incorporate
Twitter, Facebook and YouTube. These social media platforms will
give Nissan a strong online presence and provide additional outlets
for our creative executions.
Social Media
Nissan’s pre-existing account,
@NissanNews, will support
the campaign. The hashtag
campaign, #ForTheDriven,
will be used as a call-to-
action within all campaign
initiatives, directing
feedback to a single source.
Campaign related tweets
will ask viewers “What
makes you driven?” or “What
drives you?”, while the
response hashtag will be,
#ImDrivenBecause.
The world of advertising has reached a point where traditional media alone are
no longer enough. Our fully integrated brand activation plan creates personal
engagement through social interaction.

18. 16 BRAND ACTIVATION // Digital
ForTheDriven.com
Tabs at the top of
the page will clearly
differentiate between the
elements of every tactic
A call-to-action inexternal advertisingwill direct our targetback to the sitethroughout the year
The main Nissan website
will also use the Versa’s
360-degree interior and
exterior interactive display
for all core Nissan models
Everything on this site
will have a direct link
to the Nissan general
homepage
On the page, users will be able
to find further information
about events, incentives and
video clips from events and
the mini-series

19. 17BRAND ACTIVATION // Other
Driven MagazineNissan will publish an in-house magazine that focuses on developments in the car
industry, lifestyles of Nissan owners, and the stories of the “30 Under 30,” the
most driven and innovative Nissan owners. All Nissan owners will receive a free
subscription to this magazine. Non-owners can purchase a subscription, pick it up
for free in Nissan dealerships, find it online. Copies of Driven will be given out at
all events where Nissan is present. This magazine will promote the Nissan brand
through subtle cues and lifestyle commentary. It is essential this magazine appeals
to non-owners as well as owners.
Nissan will feature a “30 Under 30” list in its Driven
magazine, commending 30 multicultural Nissan owners
who show drive in their individual projects. The 30
Nissan owners will fall into one of seven categories: art/
photography, sustainability, entrepreneurship, social
responsibility, athletics, food, and music. These individuals
can either nominate themselves or nominate someone
else who they feel demonstrates drive. Nissan will then
select the top 30 nominees to be featured on the list in the
Driven magazine and on ForTheDriven.com. Each of these
individuals will receive a $1,000 grant.
NISSAN'S 30 UNDER 30

20. 18 BRAND ACTIVATION // Guerrilla and Experiential
Driven
Nissan will have an air conditioned tent
with cars on display at music festivals across
the country with a high attendance rate of
Multicultural Millenials, such as MTV Iggy’s
Best New Band, Coachella and A3C Hip
Hop Fest. The driven playlist will consist of
unique song collaborations created by artists
present at the festivals. The playlist will
be hosted on a Nissan mobile application.
Songs will be downloaded by using the app
to check in to certain performance stages.
Songs are shared through the Nissan app and
the top three who share the most songs each
day will be entered to win signed items from
the artists. A Nissan for the Driven CD will
be available for purchase a month after the
festival is over.
PLAYLIST
Nissan
DRIVEN
Talent
Nissan will create a bus tour that travels
throughout the country. The bus will carry three
street team members to help facilitate and
produce talent shows. Participants will be able to
sign up on Nissan’s social media sites. There will
be new participants in each city. Talent shows will
take place in major parks, theaters and festivals
in the key market areas and other major cities
throughout the country.
Driven Talent will tour the following cities:
New York, Los Angeles, Houston, San Antonio, Chicago,
Philadelphia, Detroit, San Diego, San Francisco,
Memphis, Boston, Indianapolis, Columbus, Washington
DC, Miami, Atlanta, Baltimore, St. Louis, Phoenix, San
José

21. 19BRAND ACTIVATION // Guerrilla and Experiential
Driven to Win!Driven to Win, a Nissan 3-D projection
arcade, is an exhilarating race
between five people sitting in real
Nissan cars, modified for the event
to control projections cast on large
buildings. Participants will need to
operate the stationary vehicles in
order to follow the course.
Through various forms of
social media, such as tweeting
#ForTheDriven, spectators can unlock
elements to assist drivers during
the race. The projection will show
the number of tweets in real time,
create spectator interaction, while
increasing social media engagement.
Each course will be unique to the city
the event is held in, targeting our key
market areas, such as Miami, Atlanta
and Phoenix.
The drivers with the top race times
in each city will be selected to
participate in a final race in New York
City. The overall winner will receive
the grand prize of a brand-new
Nissan.

22. 20
Nissan will sponsor the Mixed Martial Arts League, UFC, and its
coinciding reality show The Ultimate Fighter.
UFC And THE Ultimate Fighter
• UFC will give Nissan logo placement throughout its events, including in and around the octagon
and at press conferences.
• Nissan will sponsor the Nissan Driven profiles of the fighters prior to the match.
• The Ultimate Fighter sponsorship will include Nissan vehicles to transport the fighters, Nissan logo
placement throughout the training gyms, and a Nissan for the show’s winner.
SPONSORSHIP
Nissan Fuels the DrivenNissan will partner with Keurig single cup coffee makers to attract potential consumers to
dealerships. At all Nissan events, street teams will offer an opportunity for attendees to listen
to a five-minute Nissan pitch, and then take a quiz. Upon completion, the person will receive a
reusable coffee mug. It will contain three K-Cups with a special limited edition “Driven Blend”
and a coupon that allows the recipient to take a test drive at their local Nissan dealership to
receive a free Keurig as a gift.
BRAND ACTIVATION // Sponsorships and Partnerships
In addition to being present at Nissan
brand activation events, the street
teams will be located outside of
stadiums at select MLS, NFL, and
MMA games/events.

23. 21BRAND ACTIVATION // Corporate Social Responsibility
NISsan mini-series
The Nissan mini-series, featured on Hulu and
ForTheDriven.com, is a contest that showcases
driven individuals who will be competing for
a grant. Nissan will select eight individuals
through an application process to compete
on the show. The mini-series will consist of
eight episodes, during which one contestant
will be voted off each week by the viewers.
The project ideas will be further developed
each week and the final winner will receive
full funding for their project. Nissan’s social
media sites will be used as a platform to create
awareness and conversation about the mini-
series.
Driven Communities
To promote struggling, minority-owned small
businesses, Nissan will organize “cash mobs,”
which encourage mass spending on a specified
date, creating a sudden influx of revenue. The
businesses will be located in our key market
areas, and cities such as Atlanta, St. Louis,
Detroit and San Francisco. Businesses will be
selected as follows:
• Small business owner supporters create videos
for why the business deserves it
• Videos submitted through ForTheDriven.com
• Twenty finalists selected by Nissan
• Public will vote on winner
• Five businesses voted on the most will receive
the Cash Mob
• People who voted for the winning video will
be entered into a drawing for one of the fifty
gift cards
Cash Mob Results:
• Produce funds above and beyond Nissan’s
$5,000 donation
• Provide additional brand awareness for
selected entrepreneurs
• Nissan will receive significant publicity for the
sponsorship
• A viral video of the cash mobs will be created
and distributed on ForTheDriven.com and
Nissan’s social media outlets
Nissan “school for the driven”
A new after school program will be created
through a partnership with the Boys and
Girls Club of America in which successful,
driven individuals in diverse communities
will participate in a mentor program. These
individuals will lead weekly workshops in both
middle schools and high schools, in low-income
areas of cities such as San Jose, Baltimore,
Miami, and Phoenix. Workshop topics will span
a variety of disciplines, such as art, cooking,
music and business. This will help to inspire
the next generation of driven individuals,
and foster a positive brand image in these
communities.

24. 22 BRAND ACTIVATION // Additional Reccommendations
Driven To Be A Better Sales Rep
Training for the Nissan sales force will be available through a mobile application and on
a website. This creates consistency across Nissan dealerships, while a tracking system
will monitor the sales representative’s training progress.
The application will feature:
• Video tutorials providing sales tips
• Nissan product overviews
• Sales staff performance rankings
• A meeting calendar
• Nissan marketing communications information
It will also include a community forum and a live chat feature
that will allow the sales force to discuss tips, techniques,
and sales’ stories in real-time. Dealers will be able to
compare their sales representatives success, and the top five
performers will be rewarded.
It is essential to integrate the
campaign across all aspects of
the sales experience. Point of
purchase displays will be placed
in dealerships, including “For
the Driven” signage, as well as
magazine racks with copies of
Driven magazine.
Dealership
DisplaysINTERNAL MARKETING COMMUNICATIONS

25. Corporate Social Responsibility
Nissan School for the Driven
Miniseries/Grant
Driven Communities (Cash Mob)
Internal Recommendations
Driven To Be A Better Sales Rep
Dealership Displays
Other
30 Under 30
Driven Magazine
23BRAND ACTIVATION // Schedule and Budget
Guerrilla & Experiential
Driven To Win
Dealerships out of Dealerships
Driven Playlist — Music Festival
Nissan Driven Talent — Moving Talent Show
Sponsorships & Partnerships
Nissan Fuels the Driven — Coffee Mugs
MMA Sponsorship
IDEA
TOTAL $22,500,000.00
$300,000
$1,300,000
$300,000
$500,000
$500,000
$30,000
$2,500,000
$3,000,000
$1,000,000
$5,000,000
$1,070,000
$3,000,000
$4,000,000
COST
Racing Simulation
Nissan Fuels the Driven —­Coffee Mug
Nissan School for the Driven
30 Under 30 / Mentorship
MMA Sponsorship
Miniseries/Grant
Nissan Driving Talent — Moving Talent Show
Driven Magazine
Driven Playlist — Music Festivals
Driven To Be A Better Sales Rep
Cash Mob / Art Execution
Dealer Out of Dealership / Sports Events
Dealership Displays
April MAY june july august september OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
BRAND ACTIVATION FLOWCHART
IDEA COST

26. 24 MEDIA // Media Strategy
To reach the always busy, time shifting, Multicultural Millennial, we will devote
a large portion of our media budget to digital media and streaming television.
This emphasis on digital will be backed up with traditional television, print, and
out-of-home executions to reach the target in multiple areas, where they are
already consuming media.
MEDIA STRATEGY• Achieve marketing goals with a $67.5 million
media budget
• Coorelate media placements with share of car
sales per month
• Gain an effective reach of 80% with an
effective frequency of 10.0
• Launch a 1-year campaign starting April, 2013.
OBJECTIVES
New York, NY
Los Angeles, CA
Houston, TX
San Antonio, TX
Chicago, IL
Philadelphia, PA
Detroit, MI
San Diego, CA
San Francisco, CA
Boston, MA
TARGET CITIESMiami, FL
Atlanta, GA
Baltimore, MD
Phoenix, AZ
San Jose, CA
Memphis, TN
Indianapolis, IN
Columbus, OH
Washington, D.C.
St. Louis, MO
KEY MARKET AREAS

27. 25MEDIA // Online
Multicultural Millennials are connected to digital media at all times of the day. Distributing Nissan
advertisements through a variety of online outlets will increase brand recognition and reach a wide range
of the targeted millennials; appealing to conquest buyers and spreading the campaign message.
.com
.com
.com
Due to the fact that Multicultural Millennials often miss their favorite
television shows on broadcast, streaming television will make up a large
portion of our budget. This includes both the popular multi-network
website Hulu.com, and the websites of the major broadcast networks ABC,
CBS, and NBC.
Features full episodes of almost their entire lineup, including shows popular
with millenials like “30 Rock,” “America’s Got Talent,” and “Saturday Night
Live.”
Features popular millennial shows like “Modern Family,” and “The Office,”
as well as targeted media, including hulu.com/latino.
Features shows popular with millenial women in particular, including
“Dancing with the Stars,” “Desperate Housewives,” and “Grey’s Anatomy.”
Features the Number 1 show on television, “The Big Bang Theory,”
as well as the popular “CSI” series, two of which are based in one
of our KMAs.

28. 26 MEDIA // Online and Radio
LinkedIn Ad placements will target
those who have recently changed
jobs and feature encouraging and
inspirational messaging.
Facebook Hyper targeted
placements will reach out directly
to the Multicultural Millennial at
their favorite social media site.
Twitter One of the fastest growing
social media sites allows for unique
placements and creative executions,
and will enhance Brand Activation.
YouTube Preroll ads will help
reinforce traditional TV spots.
Additionally, 94 of Ad Age’s top 100
advertisers have run campaigns on
YouTube.
Spotify/Pandora Our target
spends a large portion of their day
on these music streaming websites,
especially where they are at their
most driven: work.
Mashable This social media/news
aggregator is a frequent visit for
the multicultural millennial and is
a highly shared media, often being
linked through social networking
sites.
Radio PLACEMENTSThese placements will reach out to Multicultural Millennials and get them thinking about Nissans while in their cars.
Placements in Houston, TX, and Los Angeles, CA, will feature in-language advertisements on Spanish or bi-language
radio stations. Additionally, these spots will be featured heavily on sports broadcasts, and can be reused on digital
sites such as Pandora, and Spotify.
iAds - Multicultural Millennials are often early
adopters, and reaching them through the Apple
iAd network will be a great way to hit even the
busiest Multicultural Millennial.
SEM - Search engine marketing on sites such as
Yahoo, Google, and Bing is particularly important
for car buyers. Search terms for the 5 Nissan cars,
as well as common competitors will be purchased
to drive traffic to relevant information.
Online
PlacementBlackVoice.com
NBA.com
MLB.com
AutoTrader.com
Edmunds.com
TheRoot.com

29. 27MEDIA // Print
Publishing companies like Hearst and Condé Nast are working hard to get digital subscriptions into the hands of the millennial reader, and
their efforts are working. Print media placements will feature standard placements, as well as expanding and rich placements in digital
publications where applicable. Full-color, one-page ads will run in high-traffic issues of specifically targeted magazines. These will result in
additional pass along viewership, particularly within our target.
52% of readers
are 21-35. 79%
went to college,
74% own a car
32% Plan to Buy or
Lease a Vehicle in
Next 12 Months, 62%
Graduated College
72% attended college
Median Age 33.9,
63% Single
America’s RichestPeople, NBA/NFL TeamValuations
Median Age 32.5,
93% female
Median Age 28
Men 18-34,294 index

30. 28
Despite the rise in digital media, standard television is holding firm as the most popular media
choice for the Multicultural Millennial. Digital Video Recorders have become the norm, and our
target is no longer restricted to watching their favorite shows when they air. While attention
and engagement on streaming television tends to be higher than traditional TV, there is no
arguing the importance, or effect, that traditional TV spots have.
MEDIA // TV
Broadcast Television
cable Television
• Glee• The Voice • Modern Family
• Dancing With the Stars
• Grey’s Anatomy
• CSI
• CSI New York
• CSI Miami
• America’s Best Dance Crew • Sports Center • Real Housewives of Atlanta • Aqua Teen Hunger Force

31. 29MEDIA // Out-of-Home
The NFL, NBA and MLS all have strong connections to Multicultural
Millennials. Seat placements at selected stadiums in our key market
areas will reinforce overall brand message, while capturing eyes and
interaction. Placements will be directly in view of event attendees
before the game and during the down time. It will provide more
information than is normally seen for an advertisement due to the
increased time in front of our audience.
Traditional billboards will be placed along heavily utilized
commuter roads throughout our key market areas. The
billboards will follow the creative direction of the overall
campaign, and reinforce other paid media. Billboard
placements will feature an extension at the top with the
“Driven” text that is featured on all of our creative. The
Billboard will utilize the ForTheDriven.com call to action.
Sporting Events

32. 30 MEDIA // Flow Chart and Budget
Impressions Cost
1,375,446,362 $17,997,874.00
ABC (Dancing with the Stars) 204,501,000 $1,595,107.80
ABC (Grey's Anatomy) 70,500,000 $1,157,610.00
ABC (Modern Family) 117,320,000 $4,842,969.60
Bravo (Real Housewives of Atlanta) 31,395,000 $46,464.60
Cartoon Network (Aqua Teen Hunger Force) 573,770,492 $700,000.00
CBS (CSI) 64,350,000 $2,559,843.00
CBS (CSI Miami) 58,750,000 $1,057,500.00
NBC (Sunday Night Football) 152,600,000 $1,876,980.00
ESPN (Sports Center) 19,200,000 $262,272.00
Fox (Glee) 23,609,870 $2,181,552.00
MTV (America's Best Dance Crew) 38,000,000 $570,000.00
NBC (The Voice) 21,450,000 $1,147,575.00
491,550,000 $17,999,750.00
ABC.com 79,550,000 $3,579,750.00
CBS.com 94,000,000 $3,290,000.00
Hulu.com 200,000,000 $7,000,000.00
NBC.com 118,000,000 $4,130,000.00
343,636,939 $9,994,961.00
Allure 85,812,000 $1,574,796.00
Black Enterprise 6,111,888 $443,520.00
ESPN Magazine 25,977,180 $2,441,028.00
Forbes 11,693,028 $1,335,720.00
GQ 81,072,000 $1,724,148.00
Latin Trends 2,940,000 $513,550.00
Official Xbox Magazine 4,652,843 $290,056.00
Vouge 125,378,000 $1,672,143.00
1,464,797,600 $1,500,000.00
WHTZ 71,276,800 $60,000.00
WFAN 45,356,800 $60,000.00
WXRK 95,590,400 $60,000.00
WWPR 78,380,800 $60,000.00
WPAT Spanish 68,726,400 $60,000.00
WBBM 72,542,400 $60,000.00
WGCI 62,337,600 $60,000.00
WSCR 35,571,200 $60,000.00
WTMX 67,814,400 $60,000.00
WPWX 56,684,800 $60,000.00
WVIV Spanish 54,668,800 $60,000.00
KHMX 60,796,800 $60,000.00
KKHH 64,545,600 $60,000.00
KRBE 49,420,800 $60,000.00
KAMA Spanish 45,046,400 $60,000.00
KLOL Spanish 48,436,800 $60,000.00
KOVE Spanish 25,539,200 $60,000.00
KAMP 94,710,400 $60,000.00
KIIS 111,174,400 $60,000.00
KYSR 67,856,000 $60,000.00
KLYY Spanish 30,729,600 $60,000.00
KWIZ Spanish 34,732,800 $60,000.00
KHTS 53,132,800 $60,000.00
KIOZ 42,123,200 $60,000.00
KLQV Spanish 27,602,400 $60,000.00
3,085,000,000 $14,999,250.00
AutoTrader.com 75,000,000 $1,125,000.00
Blackvoices.com 75,000,000 $460,500.00
Edmunds.com 75,000,000 $1,125,000.00
Facebook.com 500,000,000 $500,000.00
LinkedIn.com 250,000,000 $190,000.00
Mashable.com 100,000,000 $614,000.00
MLB.com 125,000,000 $786,250.00
NBA.com 150,000,000 $943,500.00
Pandora.com 250,000,000 $2,500,000.00
Spotify.com 100,000,000 $1,600,000.00
TheRoot.com 75,000,000 $517,500.00
Twitter.com 560,000,000 $700,000.00
YouTube.com 100,000,000 $1,750,000.00
Yahoo!/Bing 250,000,000 $125,000.00
Google 250,000,000 $562,500.00
iAds 150,000,000 $1,500,000.00
Executions $4,999,315.00
Billboards 1,830 $2,196,000.00
MLS (Cup Holders) 166,500 $832,500.00
NBA (Cup Holders) 119,502 $597,510.00
NFL (Cup Holders) 274,661 $1,373,305.00
$7,500,000.00
6,760,430,901 $67,491,150.00
Production
Total
Television
Streaming TV
Print
Radio
Out-Of-Home
Online
Search Engine Marketing
Mobile
4th
Cover
MarchOctober November December January FebruaryApril
New York
Chicago
SeptemberAugustJulyJuneMay
4th
Cover4th
Cover 4th
Cover 4th
Cover
San Diego
Houston
Los Angeles

33. 31EVALUATION
Earned Media Impressions
Total Earned Media Impressions:
Total Estimated Earned Media Value:
Increase in Multicultural Market Share: 13.04% - 16.04%
April – June: +1.1%
July – September: +0.7%
October – December: +0.6%
January – March: +0.6%
1,000,000
750,000
20,000,000
500,000
100,000
22,350,000
$2,682,000
AwarenessWe anticipate our “For The Driven” campaign will be
recognized by approximately 80% of Multicultural Millennials.
ComprehensionKey campaign messages including, “Nissan understands what
defines being a Multicultural Millennial” and “feature-benefit-
lifestyle matching,” will be perceived and understood by
approximately 70% of Multicultural Millennials.
ConvictionFunctional and emotional campaign selling points will be
believed and valued by approximately 30% of Multicultural
Millennials.
ActionThe “For The Driven” campaign, with its targeted, insightful
messaging, and interactive elements, will result in a
combination of web visits, Facebook likes and posts, Tweets,
event attendance, dealership visits, and test-drives, all
generated by approximately 20% of Multicultural Millennials.
Keurig:
Street Teams:
3D Projection:
Talent Bus:
Cash Mobs:
EVALUATION

34. 32
Resources
AAF NSAC Case Study; Nissan; Honda; Toyota; Ford; Hyundai; Chevrolet;Daimler; Renault; J.D. Power and Associates Automotive Rankings;Hispanic/Latino Market Profile; Ad Age; The
Association of Hispanic Advertising Agencies; MRI +; Business Source Premier; Getty Images; National Clean Vehicle Program; Motor Authority; Cross Culturalism; Nielson; Standard Rate and
Data Service (SRDS); Pew Research; Mercury Media; Mintel; Social Science Data Analysis Network; U.S. Census Bureau; Selig Center for Economic Growth; Consumer Affairs; Target Market
News; Hispanic Market Information; Asian American and Pacific Islander Millennial Students at a Tipping Point; Chinese Media List; Encyclopedia of Immigration; The Black Consumer Market
Authority; African-American/ Black Market Profile; Army Reserve, RAB
Special Thanks To...
Scott Hamula, Associate Professor and AAF NSAC Faculty Advisor
Adam Peruta, Assistant Professor, Strategic Communication
William Ressler, Assistant Professor, Strategic Communication
Kurt Komaromi, Instructor, Marketing
Arhlene Flowers, Assistant Professor, Strategic Communication
Arturo Sinclair, Assistant Professor, Television-Radio
Hannah Chavez, Illustrator
Maguire Family of Dealerships
Ithaca College Print Shop
Heather Hardke
Christian Ames, Videographer
The Howard and Helen Cogan Fund
Alexandra Dean, Amanda Pulver, Amanda Vitullo, Andrew Buraczenski, Andrew Cohen, Ashley Hunter, Ben Cohen, Carolyn Cox, Danica Netti,
Emma Gibson, Isabel Sprockel, Jason Rozet, Josie Morgan, Julia Cicale, Kelly Wicks, Kirsten Quinn, Lani Chevat, Russell Martens, Travis Johnson
Dr. Mo Baptiste, Assistant Professor, Education
Joe Reagan, Royal Auto Group Dealership Owner
Keith Hardke, Car Salesmen
Jacob Lifschultz, Photographer
Jianna Garcia, Didi Shum, Monifa Brooks, Robert
Hoyuela, Taj Harvey, Sierra Shorey, Danny Chen, Models
Dylan Hulser
Media
Rachel Hardke
Account Director
Brian Rosenberg
Account Director
Jimmy Knowles
Production
Diana Cui
Account Planning
Brittany Concannon
Co-Creative
Kyle Fenton
Co-Creative
Seth Greenberg
Brand Activation
CREDITS