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.

1. Being Relevant
in the Mobile Space

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

3. 3 Core Principles

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

5. 2. Solve the Need.
The best solutions create
experiences that are
indispensable rather then
disposable.
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6. 3. Drive Business Results.
Ultimately, our job is to drive actions that support a healthy
business.
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7. Retail Integration

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. SOLUTION.
Give customers
accurate information on
the lot when dealers are
busy or closed.
http://www.autoblog.com/2011/08/08/nissan-first-to-place-qr-
codes-on-window-stickers-ahead-of-2013/
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14. Campaign Launch

15. CUSTOMER NEED
“ Does the Versa really have the most
room for a car in its class? ”
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16. SOLUTION.
Put people in the car in
a 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!
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17. OUR APPROACH.
What really made the
Versa experience
compelling is that we
told the story
contextually.
- Created moments of self expression
- Posed Questions: Can my 6 ft buddy fit in back?
- Transformed "room for anything" into "room for me"
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19. Branded Program

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23. CUSTOMER NEED
“ Iʼll never be a race car driver.
But man, Iʼd love to get on
that track and in those cars.”
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24. SOLUTION.
Speed needs to be experienced.
In a place that shows the cars. Shows them off, while
showing everyone else up. And puts people behind the
wheel so they can not only see, but feel what speed truly is.
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28. Whatʼs Next
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30. Thank You!
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