Nissan Case Study

National Student Advertising Competition

Case Study

& Policies and Procedures

CASE STUDY & POLICIES AND PROCEDURES i

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Case Study: Nissan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 NSAC Policies and Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Plans Book Score Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Presentation Score Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Contact Information

Education Services, American Advertising Federation, 1101 Vermont Avenue NW, Suite 500, Washington, DC 20005 www.aaf.org/education, P: (800) 999-2231, F: (202) 898-0159, education@aaf.org

Nissan North America: Multicultural Innovation

2012 NSAC Case Study

The challenge for the 2012 NSAC is to develop a fully integrated marketing campaign to help Nissan build awareness and lasting favorability among African American, Hispanic and Chinese millennial consumers in the United States. The campaign should focus on the Nissan innovation theme and ultimately lead to increased market share across this multicultural target. It should run within fiscal year 2013 (Apr 2013–Mar 2014) with a budget of $100MM. All campaigns should address the following:

and Chinese segments

media mix and tactical media buys dialects to communicate to Hispanic and Chinese consumers (in-language vs. English). All campaigns should be developed in English language, with recommendations pertaining to in-language creative executions where applicable. and social media buzz

YouTube channels, Nissan mobile site)

and marketing and recommended optimizations...