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SENIOR VICE PRESIDENTS a l e s & M a r k e t i n g a n d O p e r a t i o n s , N i s s a n U . S . A .
FRED DIAZ
Sports Multicultural Core models Super BowlThe Voice
OUR GOAL IN 2014 WAS TO GO BIG ON TARGETED MARKETING OPPORTUNITIES FEWER. BIGGER. BETTER
• 5+ years of double digit growth
• 36% sales to multicultural consumers
• #2 with US Hispanics
• #3 with African Americans (just .3 pts from #2)
• #3 with Asian American
Global UEFA Champions League Sponsorship
MULTICULTURAL
PRE-GAME IN-GAME POST-GAME
Content Creators
Teaser
Spot
Social #WithDad Explosion
Charity
Maxima Reveal Wink
A HIGHLY FLEXIBLEPLAYBOOK
+22MYouTube views
#1America’s favorite
Super Bowl spot, winning Google/YouTube AdBlitz
TOP 10USA Today Ad Meter
90%Increase in purchase
consideration (Source: Edmunds.com)
38K#withdad posts
on Twitter
MOST TALKED ABOUT AUTO BRAND GLOBALLY