Title | PROPILOT HOTEL |
Brand | NISSAN MOTOR CO.,LTD. |
Product / Service | PROPILOT |
Category | B07. Use of Events & Stunts |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Production | TYO INC. Tokyo, JAPAN |
Production 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Satoo | TBWA\HAKUHODO | Chief Creative Officer |
Takahiro Hosoda | TBWA\HAKUHODO | Senior Creative Drector |
Tetsuya Umeda | TBWA\HAKUHODO | Planner, Copywriter |
Takaya Masuda | TBWA\HAKUHODO | Art Director |
Hideyuki Kobayashi | TBWA\HAKUHODO | PR Planner |
Takuma Fujii | TBWA\HAKUHODO | Account Director |
Takuma Sakai | TBWA\HAKUHODO | Account Executive |
Kenichi Shimada | TYO inc. | Producer |
Takashi Obinata | Freelance | Production Manager |
Masato Goto | TYO inc. | Director |
Kazumi Takahashi | ellroy Inc. | Cinematographer |
Hiroki Nishigaya | Freelance | Lightman |
Ryujiro Ikebe | daVinci inc. | Set Designer |
Jo Kobayashi | Freelance | Offline editor |
Satomi Fukamachi | IMAGICA Corp. | Compositer |
Goshi Makki | Hakuhodo i-studio | Producer |
Shinya Fukuda | Hakuhodo i-studio | Production Manager |
Toshihide Murata | Hakuhodo i-studio | Interactive Planner |
Saki Kato | Hakuhodo i-studio | Designer |
Alexander Reeder | art and program Inc. | Technical Director |
Yasuyuki Ogino | art and program Inc. | Technical Director |
Toru Kawanabe | art and program Inc. | Device Developer |
Akiko Muranaka | daVinci inc. | Set Designer |
Kaoru Ootani | Departures inc. | Producer |
Yuichiro Yoshino | shibutona-llc. | Designer |
Kaori Koizumi | Kartz Media Commnunication, Inc. | PR Planner |
Eri Sato | Kartz Media Commnunication, Inc. | PR Planner |
Jeremy Lau | Kartz Media Works, Inc. | PR Planner |
Shinya Kiyokawa | invisible Designs lab. | Music Director |
We renovated a traditional hotel using Nissan's ProPILOT technology. Nissan leads the world with its stress-reducing autonomous technology ProPILOT. We decided to use it in a traditional Japanese hotel to reduce human labor. We opened the “ProPILOT HOTEL”, a collaboration between a traditional Japanese hotel and Nissan’s autonomous drive technology, ProPILOT. The technology not only allows the traditional slippers worn at the entrance to automatically make their way back to the original positions and places… but the technology assists in cleaning automation too. The hotel rooms, at once turned into Nissan showrooms. Customers shared their wonderment and delight on social media, causing the topic to go viral instantaneously. Media coverage followed, including that from major TV stations too.
STEP1/Release movie of hotel automated by Nissan technology STEP2/Movie release coincided with becoming open for reservations. STEP3/4,000 reservation requests were made. Guests were selected by draw. Create news worthy buzz. STEP4/Nissan Gallery also held experiential events, leading to increased traffic to that location.
/ Reservation requests: 4,000 requests for stay in one room (YoY 500%+) / Share and Retweets: 10MM+ (Twitter Trend) / Earned Media Value: USD 100M+ / Bringing traffic to Piloted Drive Tech Site:2100%UP (YoY) / 78% of hotel workers said their workload was reduced / +17.6pt advantage in “Autonomous Driving” mind share vs 2nd place.
It is relevant because we were able to leverage third party/user voices to contribute to increasing favorable brand reputation for Nissan. This approach was key to capture the hearts and minds of market segment who are not actively interested in cars. This segment who are notoriously difficult for perception change via TV and other advertising/communication was won over through an entirely different PR angle that was favorable to them, and thus achieving perception change in their minds toward Nissan.
Hotel rooms transformed into Nissan showrooms. The issue faced by Nissan was to get the 30s age range demographic uninterested in piloted drive to become interested. TV communication is not highly effective in changing the attitude of this segment. That is why we needed an initiative that offered the word of mouth. We were drawn to the topic of labor shortage in our tourism sector, and translated Nissan’s innovation to that context; solving issues and creating change for the hotel industry. Actual customer experiences were shared by word of mouth and online, and led to considerable media exposure. The hotel room became the hot bed of automotive technology.