| Title | VOICE DRIVER |
| Brand | NISSAN MOTOR CO. |
| Product / Service | NISSAN |
| Category | A03. Best Use of Live Events and/or Celebrity Endorsement |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazuhiro Hashimoto | Kayac | Designer |
| Mitsunari Sugiyama | Kayac | System Engineer |
| Fumitaka Kimizuka | Kayac | Device Engineer |
| Koki Ibukuro | Kayac | Device Engineer |
| So Matsuda | Kayac | Front End Engineer/Device Engineer |
| Takashi Murai | Kayac | Technical Director/Front End Engineer |
| Yasuyuki Fukatsu | Kayac | Director |
| Satoshi Suzuki | Tbwa\hakuhodo | Account Director |
| Kaname Aratame | Tbwa\hakuhodo | Experience Designer |
| Takuma Fujii | Tbwa\hakuhodo | Interactive Producer |
| Daniel Marcos Perujo | Kayac | Designer |
| Hirofumi Nobuta | Hakuhodo Products | Producer |
| Hideki Sugimasa | Kayac | Producer |
| Shawn Schrader | Tbwa\hakuhodo | Art Director |
| Naoto Ichikawa | Tbwa\hakuhodo | Copy Writer |
| Kenta Ikoma | Tbwa\hakuhodo | Copy Writer |
| Kenya Takao | Tbwa\hakuhodo | Copy Writer |
| Takayuki Nizawa | Tbwa\hakuhodo | Creative Director |
| Kazuto Fukushima | Tbwa\hakuhodo | Exective Creative Director |
| Miki Matsui | Tbwa\hakuhodo | Chief Creative Officer |
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 planned to fill showrooms with the voice of excitement. We developed VOICE DRIVER, the world’s first voice driving experience. Your voice converted into digital signal that propels cars. With this system, we transformed Nissan showrooms into exciting voice-racing circuit. Moreover, we also developed this system for an online experience. Voices from all over the world were transmitted to Tokyo, igniting race cars around the track. VOICE DRIVER achieved great PR effect. The event triggered 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 creating all new in-store experience ever done before.
We decided to change the boring showrooms into exciting and attractive space for younger generations to get their attention back to Nissan cars.
The event triggered 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 creating all new in-store experience ever done before.
We developed VOICE DRIVER, the world’s first voice driving experience. Your voice converted into digital signal that propels cars. With this system, we transformed Nissan showrooms into exciting voice-racing circuit in November 2012. Moreover, we also developed this system for an online experience. The voice-racing grand prix took place for 10 days. Voices from all over the world were transmitted to Tokyo, igniting race cars around the track. This campaign run as planned.
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 found a fundamental excitement of cars in our natural behaviors from our childhood - the voice of “vroom vroom”. We planned to fill showrooms with the voice of excitement.