Execution

In Japan, cars no longer excite younger generations. Only 57% of 20 years old has driver’s license, 47% has their own cars. Yet, the car showrooms remain such a boring and unattractive space for young people. We decided to change the boring showrooms into exciting and attractive space for younger generations to get their attention back to Nissan cars. We found a fundamental excitement of cars in our natural behaviors from our childhood - the voice of “vroom vroom”. We developed VOICE DRIVER, the world’s first voice driving experience. Your “vroom vroom” voice is converted into digital signal that propels cars on the truck in showroom. We transformed Nissan showrooms into exciting voice-racing circuit. Young people joined the race in the showrooms in their joy.The lively voices echoing throughout the showrooms helped to attract people outside to come in, that makes another sound of driving. Of course this event triggers huge buzz through SNS and blogs as well as mass media exposure without paying any fee. The number of Nissan showrooms visitors jumped up to 160%. Over $ 3 million free media exposure with 0 media fee. Then, that resulted in sales up to 112% compared to the previous year. VOICEDRIVER successfully brought younger generation’s attention back to Nissan cars by creating all new in-store experience ever done before.

English Translation of Main Headlines

VOICE DRIVER - The world’s first voice driving experience.