This was a collaboration with 20 other people for the National Student Advertising Competition (NSAC) at SCAD.
18-29 Multicultural Millenials (African-American, Hispanic-American, Asian-American)
Barriers are only perceptions, not reality.
Two TV commercials launch “Innovation Without Barriers” and set the tone for the entire IMC. The :30 spot launches first; with the :60 spot continuing where the previous spot left off. Both spots symbolically express the consumer’s feeling that they live in an illusion of entrapment, held back by everyday problems and barriers that keep them from doing and becoming what they desire. Through these spots, Nissan becomes identified as a catalyst for positive life changes.
The print portion of this IMC consists of a series of five single page inserts, featuring an image of a closed box with a removable tab in the lower right-hand corner. Five different headlines show an important figure in the readers' life saying that, "You won't pull this off." The double entendre suggests that the readers won't physically pull off the tab of paper and figuratively won't pull off a challenge in their lives.
Each print ad features a “peel off,” front, and back section.
"Showroom Without Barriers" Event
“Showroom Without Barriers” brings the Nissan dealership directly to the consumer, breaking free of convention and injecting new life into the typical car dealership experience.
The showroom takes the form of a large white box, presented to the public in an unlikely space. These “showrooms” will appear in our five key DMAs during the peak car buying months for Multicultural Millennials.
Inside the showroom, consumers can learn about Nissan without dealing with the typical “car salesman,” use tablets to access information about different car models and interact with a 40-inch Microsoft Surface Platform.
Rich Media Web Ads
Rich media ads appear before videos play on YouTube. These will mimic the :30 spot and print ads; showing the walls of the box falling down and a Nissan Altima driving away.