|Title||#KNOCK KNOCK CATS PROJECT|
|Brand||NISSAN MOTOR CO.|
|Product / Service||CORPORATE INITIATIVE|
|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|
|Kazoo Sato||TBWA\HAKUHODO Inc.||Chief Creative Officer|
|Norihito Takahashi||TBWA\HAKUHODO||Creative Director|
|Takaya Masuda||TBWA\HAKUHODO||Art Director|
|Manabu Suzuki||TBWA\HAKUHODO||Art Director|
|Kazuyuki Matsuo||TBWA\HAKUHODO||Strategic Planner|
|Kazuaki Kuribayashi||TBWA\HAKUHODO||Interactive Planner|
|Erika Ichikawa||TBWA\HAKUHODO||Interactive Architect|
|Takuma Fujii||TBWA\HAKUHODO||Account Supervisor|
|Taka Kamimura||TBWA\HAKUHODO||Account Supervisor|
|Hisashi Nakamura||AOI Pro.||Producer|
|Arata Hiyajo||AOI Pro.||Project Manager|
|Cezan Iseda||AOI Pro||Director|
As cats have the tendency to hide into parts of a car undetectable just by looking, we encouraged the drivers to knock on the car hood before starting their cars. We named this action “Knock Knock Cats.” It’s the most simple and thoughtful action, no need for technology or special skills. Absolutely anyone can take part in the “Knock Knock Cats.” Surprisingly, no other car manufacturer had ever thought of the power of such a simple action.
Simple action with catchy name to create new behavior. We came up with a simple action and named it “Knock Knock Cats,” which is very ‘catchy’ to Japanese ears. Expand Awareness through Social Media. We started off by posting the announcement of this project with a hash tag #KnockKnockCats though Nissan’s social media account (Facebook/twitter). The catchy-ness of the name and great insight soon went viral through social media. We also co-created an online movie with cat lovers for promotional purposes. Created free download materials for co-creation In response to demand from cat lovers, we created a special icon, a sticker and a poster for free. This encouraged people to share #KnockKnockCats even more. Additional Driver Specific Placement The project was also promoted on car navigation and radio which are known to be the ideal means to give reminders to drivers.
The “Knock Knock Cats” action instantly spread across Japan and on social media. Its hash tag soon became the No.1 trend word on twitter. Media such as TV, online and newspaper were also quick to pick up this project. The sensation even resulted in user-generated output, such as stickers, illustrations and game apps. They were all proactively shared on Facebook, Twitter and Instagram. Nissan responded by providing free download materials. Most importantly, however, the new behavior this project created saved the lives of many cats. Twitter Engagement: 5600% UP Impression: 148,141,839?reached to half of population in Japan? Free Publicity: 660,000,000yen?x100 more than estimated amount? 1 in 7 people saved the lives of cats (Result from 1 day research done via Nissan’s twitter account) 8 competitors have supported this initiative. Logo/Poster Download: 21,960 Instagram likes: 102,611 Sticker requests: 39,717 (only 1000 was available)
Proactive Promotion by the Audience. Cats hide inside the engine compartment of cars during the winter to keep themselves warm. Drivers start their cars without noticing them. So Nissan initiated an action called #KnockKnockCats, encouraging drivers to simply knock on the car hood before starting their cars. To promote this action, we didn’t use conventional tools. We set our target to cat lovers and provided them free materials with which they created stickers, illustrations, music and game apps to proactively promote this initiative. It reached many cat lovers and car owners, and most importantly, saved the lives of many cats.
Target Cat Lovers and car owners. Objective To prevent unwanted tragedies from occurring, create and spread the habit of 'Knock Knock Cats’ - directly with cat lovers. Insight People are constantly and proactively sharing cat related contents on social media to show their love of cats. It’s the ideal platform to place all ‘Knock Knock Cats’ content and information. Approach Communicate to cat fans that ’sharing / actually doing Knock Knock Cats themselves’ is the simplest way to save precious lives and is a truly meaningful way to show their love towards our feline friends. The simplicity and meaningfulness will encourage people to amplify this action.