INTELLIGENT PARKING CHAIR
Case Film
Presentation Image
| Title | INTELLIGENT PARKING CHAIR |
| Brand | NISSAN MOTOR CO. |
| Product / Service | INTELLIGENT PARKING ASSIST |
| Category | A03. Cars & Automotive Products & Services |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Idea Creation | TBWA\HAKUHODO Tokyo, JAPAN |
| Media | TBWA\HAKUHODO Tokyo, JAPAN |
| PR | TBWA\HAKUHODO Tokyo, JAPAN |
| PR 2 | KARTZ MEDIA WORKS Tokyo, JAPAN |
| Production | TYO INC Tokyo, JAPAN |
| Production 2 | BIRDMAN Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Tetsuya Umeda | TBWA\HAKUHODO | Planner/Copywriter |
| Kazoo Sato | TBWA\HAKUHODO | Chief Creative Officer |
| Takahiro Hosoda | TBWA\HAKUHODO | Senior Creative Director |
| Takaya Masuda | TBWA\HAKUHODO | Art Director |
| Kazuaki Kuribayashi | TBWA\HAKUHODO | Interactive Planner |
| Hideyuki Kobayashi | TBWA\HAKUHODO | PR Planner |
| Hirotaka Fukatsu | TBWA\HAKUHODO | Agency Producer |
| Kaoru Otani | TBWA\HAKUHODO | Agency Producer |
| Takuma Fujii | TBWA\HAKUHODO | Interactive Supervisor |
| Kazuoki Uedo | TBWA\HAKUHODO | Interactive Producer |
| Shogo Ushiyama | TBWA\HAKUHODO | Interactive Producer |
| Yoshiki Okayasu | TBWA\HAKUHODO | Account Director |
| Akihiro Okamoto | TBWA\HAKUHODO | Account Director |
| Kentaro Ito | TBWA\HAKUHODO | Account Executive |
| Mari Nakasu | TBWA\HAKUHODO | Account Executive |
| Hideaki Hamatani | TYO inc | Production Company Head Producer |
| Kenichi Shimada | TYO inc | Producer |
| Masato Goto | TYO inc | Director |
| Junichi Inoue | TYO inc | Director (Making movie) |
| Syuhei Onaga | Freelance | Cinematographer |
| Ayako Ogawa | TYO inc | Production Manager |
| Daisuke Murayama | TYO inc | Production Manager |
| Roy Ryo Tsukiji | BIRDMAN Inc. | Creative Director (Device) |
| Takeru Kobayashi | BIRDMAN Inc. | Technical Director,Device Engineer |
| Yohei Kajiwara | BIRDMAN Inc. | Device Engineer |
| Takumi Saito | BIRDMAN Inc. | Device Engineer |
| Takuro Ito | BIRDMAN Inc. | Interactive Production Director |
| Akane Inada | BIRDMAN Inc. | Production Manager |
| Alexandre Zabava | Kartz Media Works | PR Staff |
| Kaori Koizumi | Kartz Media Works | PR Staff |
The Campaign
INTELLIGENT PARKING CHAIR. We incorporated Nissan’s self-parking technology into an office chair. At the end of a meeting, with a simple clap of the hand, these office chairs automatically return to their original positions to ‘self-park.’ We installed this innovative technology into different office chairs in some companies. This was a great way to offer a first-hand demonstration of Nissan’s self-parking technology in a very familiar everyday life setting. The news of this office chair instantly spread across the globe.
Creative Execution
STEP1 Developed office chairs using Nissan’s self-parking technology. STEP2 Delivered the office chairs to 20 companies who had expressed prior interest. STEP3 Users of this office chair were requested to film their experience (due to information security reasons, we had the companies to shoot for themselves). The footage was edited into a web movie. STEP4 Simultaneously with the web movie release, we presented the Intelligent Parking Chair at the largest Nissan showroom in Japan. A huge crowd gathered to see the chair overwhelming the regular new models, and the display resulted in attaining the highest ever number of showroom visitors.
INTELLIGENT PARKING CHAIR led to behavioral change among the audience for whom the top-of-mind company of self-parking and self-driving technology became Nissan, giving a major boost to Nissan’s corporate strategy. - Movie received over 20MM views - Over 1000+ counts of media exposure - 1Million shares and retweets + in over 60 country - Earned media value of $ 30+million - Visitors to Nissan’s show room increased by over 200% year on year - Sales of the X-Trail, which is equipped with this technology, went up by 120% - Became the top-of-mind company of self-driving technology
The feverish competition among various car companies boasting about their self-parking technologies made the difference so obscure that the consumers began ignoring them. So we came up with an unusual strategy to demonstrate Nissan’s technology in a daily-life setting instead of a regular Nissan showroom. The consumer insight we tapped into to promote the self-parking technology was that “putting back office chairs into their original positions after a meeting is a pain in the neck.” Using Nissan’s technology, we decided to create office chairs that can ‘self-park’ back into its original position. We believed that solving the “parking problem” in offices would allow us to communicate Nissan’s technology and its benefit in a very distinctive way from other car manufacturers. We then set out to develop an unforeseen office chair, dedicating the pride of the automaker that pioneered in inventing the self-parking technology.