Analysis of Project in the Real World

My campaign would have been introduced in the beginning of the year. I would have it on major networks and I would like to have my last frame which is all the three Nissan's driving away and have the slogan to become billboards and be put in high traffic areas. "A creative approach is a master general structure that also can be seen as a mode or method of presentation or an underlying schema or framework. These are conventions used in advertising to communicate messages. Analogs to this would be model formats for television programming (think sitcom, reality show, game show, talk show, westerns, soaps) or conventional formats in music or poetry. Model formats, like television program formats, are formulaic and conceived in specific genres." (Advertising in Design, Robin Landa, 107). I want my commercial to be shown about four to five times a day in different networks. It would be great to have it in the beginning of the year as each car gets a lot of publicity in the beginning of the year. I know I will have a lot of competition and many cars that will be targeted to younger crowds but I am satisfied with the idea that the Nissan Altima has that it is very versatile and can be driven by many age groups and generations without it seeming too out of sync with the driver. I highly believe a car is a good description of the driver, and the Nissan Altima has that quality that it can be a safe and innovative car. " In marketing, we use storytelling about a brand or group to communicate related messages that, over a period of time, will distinguish, differentiate, reflect positively, construct or contribute to its brand personality, be memorable (stick), resonate, and influence people.(Advertising in Design, Robin Landa, 193). Many competitors will focus more on introducing new models to their campaigns but I want to focus on a traditional model that is innovative and highly praised by many Americans who trust in its quality.

Creative Contenet

On the road with you until the end…….of your new                     beginning

My creative content is generated around the idea of the Nissan Altima 2013 and the power it has to be a versatile car throughout the times it will always be innovative in the car industry. It is a trusted car that family's love and feel safe with for them and their loved ones."This springboard for idea generation is rooted in self-help; the ad idea becomes the stimulus for people to achieve, giving people that push to go after their personal best. People want the ads to act like an inner voice, pushing them to do something.The ad becomes our motivational coach" (Advertising in Design, Robin Landa, 91). As I was drawing up my storyboard I added to my slogan "On the road with you until the end of your new beginning...Nissan Altima 2013". My creative content contains eight frames, the first one is a father picking up his newborn and wife from the hospital, the second frame is them arriving to their home, the third frame is of a teenager driving away while saying good bye to his parents and the fourth frame is of the teenager driving in his car arriving to his new home and college campus. The fifth frame is the Nissan Altima 2013 arriving to a building, the sixth frame is a man opening the door for his date and in this frame you can see the back of the Altima, the seventh frame is the Altima driving away with "Just Married" written in the back. The eighth frame is going to be all three cars driving away and the slogan. My idea is generated behind the cycles of life and different chapters that we experience each ending is a new beginning but we always want to have a Nissan Altima by our side because we trust it. "A good or even great idea is at the heart of any effective campaign, especially those that resonate, that enter popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities. The question “What's in it for me?” is at the heart of bigger ideas—bigger ideas that incorporate utilities, platforms that people will use over and over again for a long time, experiences that people incorporate into their lives". (Advertising in Design, Robin Landa, 93) I like the idea that the Nissan Altima can be bought by many generations and is really reliable. You can see a young man, family husband, teenage girl, elderly woman, etc. drive the Nissan Altima. I want my slogan to be similar to the Nissan Altima slogan used for their campaigns. The background music I would think will appeal to my target market would be a hip song "Get Lucky by Daft Punk" that will be used only in the parts where the car is driving away and a sound of happiness and melancholy for the rest. I am content with how my ideas have been transmitted to paper and I wish I was more familiar with film and photoshop to make my campaign more creative but I think that my main ideas are clear. 

Promotion

As I mentioned before my first idea was to create only an ad or billboard, but now I want to focus on a commercial as well as stills for billboards. I want a storyboard that can give the main points in my commercial and I could also use as ads. "Stories are a way for people to communicate and relate. In the course of a day, each of us tells stories to connect with others, to work things out, as a way of explaining what happened or what we are thinking and feeling. Some of us may even read or tell a bedtime story, a traditional tale or legend, or a literary tale" (Advertising in Design, Robin Landa, 41). I think that this process will be a great way to translate my message and idea to the public. "People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story" (Advertising in Design, Robin Landa, 56). I want to have this storyboard in a TV commercial, to be seen in major networks. I also think this TV commercial will be great online as it can reach a younger generation that is on the internet for the most part. Youtube and Facebook are great social medias that are gateways to target a younger generation and I also think that TV commercials will target older generations. I want this story to be able to reach out to different and every age and race segment. As well as social class and to be as universal as possible. Thinking more about my ad I want to engage the younger crowd as well, I want to add a catchy tune that will draw a younger generation crowd but I also want to keep it traditional and innovative at the same time.

The Big Idea

Since we were given this project I had an idea in mind, when I think of the Nissan Altima yes I think of Innovation but I also think it can be a universal car made for anyone and still be the best in any situation. In the beginning of this project I wanted to do an ad for a magazine or billboard and after much research I have learned that Nissan's commercials have always been more exciting and fulfilling then the ads. The creative content is more clear and and can be translated in many ways. The Nissan Altima is Innovated but traditional it remains true to its core values and I want to translate that in a TV commercial. "Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy"(Advertising in Design, Robin Landa, 20). For my campaign I chose the slogan "On the road with you until the end". My idea is that the Nissan Altima is a trustworthy car that will get you to your final destination through hardships, changes and innovations it will maintain its traditional value of safety and compliance. I relate the journey of an owner and his car with ones on life journey, with every obstacle in your way you learn to get back on track, but in this case the idea is that the Nissan Altima will go through many milestones in  a person's life but still be there reliable and in its best condition keeping up with any new trend and technology. "Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies" (Advertising in Design, Robin Landa, 33). I understand that maybe many companies have used this idea or format but I like to think that my idea is unique in the fact that not many people can relate the importance of buying a car and being the owner of your first car or reaching high milestones in your life, you want to do that and when it comes to choosing a right car for you, you should be able to feel comfortable and satisfied of your decision. I think that the Nissan Altima is a great model to use for this campaign because it a car with  a well-known reputation.

Competitive analyses

Nissan Motor Company was established in Japan and under there company they carry a premium line of cars, Infiniti. Nissan Motor Company targets the mass-market in general there current slogan is: Innovation that Excites, with this ad slogan they have been able to become more than a car company but also an innovation company that carries the latest and greatest in the car world. In their website they describe themselves as a car company that combines innovation, performance, value, safety, efficiency and style. I think this makes them a great company but also a company that has many competitors. I think the main competitors for Nissan Motor Company are Toyota and Honda, both of these companies are also from Japan and carry premium  lines, Lexus and Acura. So they have been running a race to maintain and reach out their markets and right price points. All three of these car companies created their luxury brand line around the same time. Nissan also relaunched Datsun in July of this year, to emerge in new markets as a low-cost brand, except it will only be sold in Russia, Indonesia, India and South Africa in 2014. I think this is a very important differentiation Nissan has with its competition, although I am focusing on advertising the Nissan Altima 2013. "Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services.... That said, effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Advertising by Design, Robin Landa, 3).   The competitors of Nissan draw in customers the exact same way Nissan does, but I think its biggest competition  Toyota, because Toyota is the lead in hybrid sales and also manufactures the best-selling hybrid car the Prius It is also named as the greenest brand by Interbrand.We all agree that going green is the way to go in our times, our generation and trends have been influenced by this idea of "going green". And this is definitely a big advantage for Toyota. But Toyota also has had negative coverage when it  had a high recall of its vehicles. "A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand."(Advertising by Design, Robin Landa, 16). I think Toyota draws in their customers by collaborating and becoming a green brand, although Nissan has also become green they need to add more traditional values to their campaigns and focus more on being a car company that can be versatile and for anyone. Even though Toyota had a high number of recall for its vehicles it still was named the world's biggest carmaker for the third consecutive year. Toyota does an excellent job of reaching out to the public and younger generations but I think Nissan has more potential to become a car company for every lifestyle and every generation. 

Nissan Altima 2013: On the Road with you until the end of your new beginning

Nissan Altima 2013



The most important aspect in a car for me is the ability it has to be responsive in any situation, that it is affordable, well-maintained and known for great performance.  The reputation of the car has to be good and translate what it is. The main approach I want to take on this advertising campaign is to be able to target more than one market. I think that it is easy to do with the Nissan Altima 2013, because of its already great reputation but I also want to advertise how the Nissan has improved throughout the years yet its traditional values are still stronger than ever. "This springboard for idea generation is rooted in self-help; the ad idea becomes the stimulus for people to achieve, giving people that push to go after their personal best. People want the ads to act like an inner voice, pushing them to do something. The ad becomes our motivational coach" (Advertising by Design, Robin Landa, 91). My slogan is going to motivate the customer in achieving their dreams and that it is possible to do it with the right set of wheels. This idea is going to be present in different situations using the same car, for example when a new parent wants to buy his first car for his small family, he's biggest goal is the concern of his family's safety, when a college graduate is ready to own thier first car and not only at a good price but good performace as well, a parent wants to purchase a car for his young teenager, in every situation, experience the  Nissan Altima  will be the best choice for you, "On the Road with you until the End". "A good or even great idea is at the heart of any effective campaign, especially those that resonate, that enter popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities. The question “What's in it for me?” is at the heart of bigger ideas—bigger ideas that incorporate utilities, platforms that people will use over and over again for a long time, experiences that people incorporate into their lives" (Advertising by Design, Robin Landa, 93).  I like the idea of promoting and selling a car that will be able to reach out to different targets and be acceptable in any situation. It doesn't matter who you are or where you are going...it matters that you got there with the Nissan Altima 2013.