Creative Brief-Nissan

The Brand: Nissan enriches people’s lives by delivering well-valued and innovative automotive products

that changes the way their customers travel and see the world.

Background: Nissan is a global automobile brand that is part of the Nissan-Renault alliance along with

Infiniti and Datsun. The brand is dedicated to creating new technologies, especially in the ecological

friendly and sustainable segment. Nissan is also dedicated to bringing affordable and well valued

products to a rising US middle class (whose estimated income medium is between $54,243 and $66,693

according to US Census). They are currently in their fifth year for their “Power 88” plan which among

increasing their product portfolio and new technologies, also aims to expand their market share for

entry level and emerging markets. Their US sales in the past year has shown a significant increase in the

overall sales of their mid-sized SUVs: the Rogue and the Murano (up 41.4% and 30% respectively since

2014). This project will create an advertising campaign that shows Nissan’s compact and mid-sized SUVs

being a perfect choice for consumers buying their first “home life” car.

Target Audience: Emerging male and female homeowners between the ages of 25-40. They have

started to make good progress in their careers and many have started or plan to start families with

children. They are looking to buy a long term automobile that will be used for their home and family life,

using it to run errands, take children to school, going on vacations, etc., and thus comfort, versatility,

safety, and economy (affordability and gas mileage) are highly valued.

Objective: Increase interest and awareness of Nissan’s Rogue and Murano line of SUV’s so that they will

be in the consideration set of consumers (and ultimately purchase) by promoting the lines’ benefits and

ability to satisfy “home life” needs such as: purchasing large household items, transporting children,

packing and moving, vacations, etc.

Message: Exciting and reliable, the Nissan Rogue and Murano will help you take on life’s unexpected or

expected tasks and challenges with ease and comfort.

Product Benefits: Much more interior space than its competitors (Rogue even has third row option).

Safety Shield 360 degree intelligent system that monitors the environment, responds to threats, and

protects in case of collision. Very Comfortable front seats using NASA inspired Zero-G design. Has All

wheel drive option. Easy to use front and navigation controls. Suspension designed towards comfort.

Luxurious feel and design at affordable pricing.

Tone: Comforting, disengages worry, family oriented, innovative/intelligent, modern, trustworthy,

accomplishing

Competitors: Hyundai Tuscon, Honda CR-V, Mazda CX 5, Ford Escape, KIA Sportage, Chevrolet Equinox

Additional Info: Rogue: #4 in Affordable Compact SUVs (US News 2015), #8 in Affordable SUVs with 3

Rows (US News 2015)

Murano: #1 in Affordable SUVs with 2 Rows (US News 2015), #2 Affordable Midsize

SUVs (US News 2015), #2 in (Affordable Crossover SUVs), 9.6 Consumer Rating (Kelley Blue Book 2015)