Wednesday, March 15, 2017

Week Ten EOC: Advertising Channels

The main channels of advertisement for my Nissan GT-R will be mainly through print.
I believe that print ads in high end or automotive magazines will be the best attention grabbers and the best sellers for this high end sports car.
Currently Nissan is sponsoring YouTubers with the GT-R. I believe this campaign is very successful because social media is a huge platform.
Press releases are also a great way to show product. Press conferences attract high profile customers and many journalists to report about the event.
Advertisement through video games are also a big seller for these higher end cars. With a racing simulator that has the feeling of a real GT-R, you are more likely to go out and potentially test drive one with the option of leasing.
Lastly, creating a hashtag on twitter for the GT-R is a great way for a lot of people to see this wonderful car. Twitter has millions of active users.

Week Ten EOC: Guido Heffels

"Guido Heffels is owner, creative director and one of the co-founders of HEIMAT. In the second year of its existence, the advertising agency established at the end of 1999 was named Newcomer Agency of the Year. In all the latest German creative rankings the 150+ agency reaches 3rd place. Clients include Swisscom, Hornbach DIY, Adidas, Der Stern, Volksbanken Raiffeisenbanken, CNN International, McKinsey, REWE, Burger King,OTTO and Fonic (O2). Guido has judged all international advertising shows. He is member of the German ADC and the D&AD. Since 2012 HEIMAT has an additional office located in Hamburg. Guido Heffels lives in Berlin. He has a son, but not a dog." "Guido Heffels, born in 1965, is founder and CCO of German communication agency HEIMAT with offices in Berlin, Hamburg, Vienna and Zürich. HEIMAT is part of TBWA since 2014. Their clients roster includes Swisscom, european DIY chain stores Hornbach, Adidas, Airbnb, Google, Pattex, Loctide, CNN, OTTO, Siemens amongst others. Guido has judged at CLIO, LIAA, NY Festivals several times." “Heffels studied Visual Communication at the University of Applied Sciences in Düsseldorf and entered the field of “creative business” with the “Hesse Design Agency” in Düsseldorf. After a stopover at Baader, Lang, and Behnken in Hambur he switched to the local competitor Springer & Jacoby. He stayed there for seven years and was responsible for campaigns for Levi’s, Panasonic and the Hamburg Police. In 1999, he and three colleagues founded the advertising agency “Heimat Berlin”, which in 2001 was named “Newcomer Agency of the Year”. In the meantime, fifty members of staff are working on campaigns for Audi, Hornbach, CNN, McFit and the publisher Bauer. Since 1998 Guido Heffels is a member of the Art Directors Club in Germany.” He also apparently does not golf.  

Wednesday, March 8, 2017

2017 Nissan GT-R: "A Monster? No, A God"

The slogan that I have chosen, "A Monster? No, a God" is a quote from the most recent Godzilla movie. This is a direct reference to the fact that the Nissan GT-R is often called Godzilla by the press due to its monstrous and legendary status. This slogan is unique because there isn't any other car on the market that was able to take its legendary press status and use it to benefit sales.
In the Powered Up DVD they say, "If the GT-R would be a person, it would be Adrian Neuwy". Neuwy is a professional Formula 1 Driver and his status is as legendary as a GT-R. Shiro Nakamura, Senior Vice President, & Chief Creative Officer, Design and Brand Management, Nissan Motor Co. Ltd says,
‘We wanted to design a car that looked uniquely Japanese – it is very definitely not a European or American fast car’ The GT-R is not only a monster but it is a beast at hear, Envusmotors describes the steering very accurately, "When steering this humble beast, the GT-R has a useful feel, but because it is on the light side, there is no need to muscle the GT-R into corners. Instead, all you will need to do is just point the nose at the apex of the bend, and vaguely imagine what the exit looks like and give it as much throttle as you dare. Shuffling the power between the front and the rear wheels, the GT-R delivers as much grip, and traction as its tires and your neck and muscle can withstand."

Week Nine EOC: Creative Content

For my final project on the 2017 Nissan GT-R, I am planning on creating a single paged advertisement designed for a magazine. I hope to achieve the affect of  a classy clean advertisement that entices people to go to a dealership and look at or test drive the legendary GT-R.

Week Nine EOC: Art and Copy Person

Mary Wells Lawrence:

"Mary Wells Lawrence was born Mary Georgene Berg in Youngstown, Ohio, in 1928" She moved to New York at 17 years old to Study acting at Neighborhood Playhouse School but then switched to Carnegie Institute of Technology. That is where she met her future husband Burt Wells. They were married on December 2, 1949. Wells worked in a few different department stores in New York before landing a job as Macy's advertising manager. Years later Wells moved to Lennon &  Newwell for a 20 person "brain Trust". But because of changes in management the trust fell through and the 20 person were paid a huge amount. With this money Wells decided to take a trip to Europe. After returning back from Europe she landed a job as a copywriter at Doyle Dane Bernbach. 1964 she was offered a major salary and more creative freedom over at Jack Tinker &a Partners. But in 1966 she left the agency and opened up her own one with others which was widely successful. "By the end of its first year, Wells Rich Greene had 100 employees and $39 million in billings. Later, it was responsible for helping resurrect the city’s deteriorating image with song, slogan and ethos: “I ♥ New York.”

Week Nine EOC: Trends in TV

Modern Trends in Television
1. Constant Mobility

"The future of content creation will soon hinge on building a social experience around a program that enables viewers to be a part of a broader event experience that reaches well beyond the television and living room. The key will be to create event windows to drive relationships with content franchises that are DVR proof."

2. Binge Watching

"Blu-ray box sets, DVRs, digital media libraries and players and on-demand internet streaming media providers, among others, enable viewers to sit down and watch an entire series in a single day or weekend. This growing form of content consumption may make content delivery optimization more difficult. Yet, with the right content strategy, M&E companies can take advantage of the different behavior patterns to create more customized experiences."

3. Young People Are Watching Less TV

According to the website,, young people are watching less TV due to smartphone technology.

4. 4k to Immerse Viewing

Television has moved way beyond its years of electro-mechanical rotating mirror-drum scanners and Cathode Ray Tubes (CRT). With multiple transformations since then, the latest to enrapture the box is Ultra HD. Ultra HD refers to two different resolutions: 4K Ultra HD (3840 ×2160px) and 8K Ultra HD (7680 × 4320 px). Today, 75% of households in the United States have at least one HDTV (Leichtman Research Group). 

5. Social TV and the Multi Screens

Multi screen viewership facilitates connectivity and sharing. Social conversations around television shows and programs, have become a key to ratings, viewership and audience engagements. Nielsen shows that more than half of global respondents (58%) say they browse the Internet while watching video programming. 'Cross-Screen Engagement' has transformed the relationship between television viewing and the audience, resulting in distinct viewing patterns. Second and third screens are becoming an extension of the viewing experience.

Wednesday, March 1, 2017

Analysis of Project in the Real World

"The new GT-R delivers a heart-pounding driving experience at all times, on any road, for whoever sits in the driver's seat. We have continued to push its performance boundaries to the limit – it's even more potent than before. At the same time, refinement has been added to take the driving experience to an entirely new level. We're proud to bring you what we feel is the ultimate GT-R that possesses amazing performance, newfound civility and a rich racing history," 
-Hiroshi Tamura, chief product specialist, GT-R, Z and NISMO, Nissan Motor Co., Ltd.
I think that this quote sums up how relevant this project is in the real world. Nissan is working hard to ensure that its crown jewel never stops evolving and progresses for the future. states, "In terms of value for your money, the Nissan GTR is hard to beat, and even though tearing up the tarmac is what this seriously impressive piece of machinery does, it's also a practical everyday supercar." They are always looking for ways to make a better car from the exterior, to the interior, all the way to its hand built engine. Beyond the car and focusing on just the advertisement, this project is extremely relevant in the real world because of how often we truly see ads. Everywhere we go, an idea, product, or service is being advertised. Whether it be the sign on the exterior of a building or a simple billboard for a brand new club on the Las Vegas Strip, we are being fed these things everyday. Maybe my ad that I created won't be getting printed by Nissan any time soon, but it is a great baseline for me to hone my skills as an advertiser for my craft as well as an advertiser for myself as a product. This project has truly opened my eyes to the creative world of advertising and its many tricks. I now know after this project that this is truly something I am interested in perusing. Not only from a design point of view but from the side of working with the accounts. In terms of value for your money, the Nissan GTR is hard to beat, and even though tearing up the tarmac is what this seriously impressive piece of machinery does, it's also a practical everyday supercar.