VOICE DRIVER

TitleVOICE DRIVER
ClientNISSAN MOTOR CO.
Product / ServiceNISSAN
CategoryA03. Best Use of Live Events and/or Celebrity Endorsement
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN

The Campaign

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.

The Brief

We decided to change the boring showrooms into exciting and attractive space for younger generations to get their attention back to Nissan cars.

Results

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.

Execution

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.

The Situation

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.

The Strategy

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.

Credits

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