The Brief

In Japan, cars no longer excite younger generations. Only 57% of 20 years old has driver’s license, 47% has their own cars. The money that used to be spent for cars are now used for digital devices. Consequently, young people hold mobiles and PCs instead of a steering wheel. We decided to change their mobiles and PCs into all new driving devices to get their attention back to Nissan cars.

Creative Execution

Based on the Nissan’s brand slogan “Innovation that excites”, we created new digital platform “VOICE DRIVER” that excites younger generations to regain their attention back to Nissan cars. All the communications were built on the most familiar devices of young people so that we can let them feel that “Nissan is their brand” through this new driving experience.

Describe the creative solution to the brief/objective.

We found a fundamental excitement of cars in our natural behaviors from our child hood - the voice of “vroom vroom”. We developed VOICE DRIVER, the world’s first voice driving system. Your voice converted into digital singnal that propels cars on the special race truck in tokyo. Wherever you are, you can remotely drive these cars by just shouting into PC mic. Besides, we also developed mobile app that enables people to join the race.

Results

VOICE DRIVER made huge buzz through SNS and blogs as well as mass media exposure. Over $ 3 million free media exposure with 0 media fee.The number of Nissan showrooms visitors jumped up to 160%. Then, that resulted in sales up to 112% compared to the previous year. VOICE DRIVER successfully brought younger generation’s attention back to Nissan cars by building new digital platforms like never before.