Short List
Product / ServicePROPILOT
CategoryC01. Guerrilla Marketing & Stunts
Production TYO INC. Tokyo, JAPAN

The Campaign

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.

The Brief

• Overall budget: 200,000 USD • Breakdown of costs:Devices 100,000 USD, Experience: 50,000 USD, Movie: 50,000 USD • Paid Media budget (where applicable):0 USD

Creative Execution

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.

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

/ 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.

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

It is relevant because we took the traditional Japanese hotel, and created an entirely new user experience, while simultaneously addressing the clients brand challenges. We took Nissan’s cutting edge piloted drive technology and incorporated it in the graceful refinement of traditional Japanese hospitality, and this unique and rich imagery caused a global stir and successfully caused perception change in previously uninterested segments of the market.

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 EXPERIENCE OF MEDIA 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.


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
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