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. 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.

Describe how the promotion developed from concept to implementation

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 voice converted into digital signal that propels cars on the truck in showroom. We transformed Nissan showrooms into exciting voice-racing circuit.

Describe the success of the promotion with both client and consumer including some quantifiable results

The lively voices echoing throughout the showrooms helped to attract people outside to come in. The number of Nissan showrooms visitors jumped up to 160%. This event triggers huge buzz through SNS and blogs as well as mass media exposure. Over $ 3 million free media exposure with 0 media fee. 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.

Explain why the method of promotion was most relevant to the product or service

Based on the Nissan’s brand slogan “Innovation that excites”, we created the innovational driving experience that excites younger generations by utilizing the most familiar devices of them. So we consider VOICE DRIVER is the most appropriate execution to regain their attention back to Nissan cars.