Title | PROPILOT GOLF BALL |
Brand | NISSAN |
Product / Service | PROPILOT 2.0 |
Category | D01. Tech-led Brand Experience |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Production | TYO PRODUCTIONS2 Tokyo, JAPAN |
Production 2 | BIRDMAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA\HAKUHODO INC. | Chief Creative Officer |
Takahiro Hosoda | TBWA\HAKUHODO INC. | Executive Creative Director |
Tetsuya Umeda | TBWA\HAKUHODO INC. | Creative Director |
Yuhei Ito | TBWA\HAKUHODO INC. | Art Director |
Sasuke Hatao | TBWA\HAKUHODO INC. | Art Director |
Daiki Kawauchi | TBWA\HAKUHODO INC. | Copywriter |
Hideyuki Kobayashi | TBWA\HAKUHODO INC. | PR Planner |
Kyosuke Hashimoto | TBWA\HAKUHODO INC. | PR Planner |
Takuma Fujii | TBWA\HAKUHODO INC. | Account Director |
Yu Hamada | TBWA\HAKUHODO INC. | Account Executive |
Junko Koizumi | TBWA\HAKUHODO INC. | Account Executive |
Kazuki Kimura | TYO PRO2 | Movie Producer |
Daisuke Kobayashi | DADADA | Movie Director |
Naoki Imoto | Office Hideki Kuroda | Cameraman |
Takeru Akiba | TYO PRO2 | Production Manager |
Shoichi Kawada | Kawadaseika | Offline Editor |
Takahiro Ota | Khaki | Online Editor |
Satoshi Nishimura | Freelance | Photographer |
Ryo Shimura | VITA INC. | Retoucher |
Yohei Yoshida | juice&juicy | Stylist |
Rie Sakima | GOLD CAST | Casting |
Masaru Yamaguchi | Ydot | Special Effects Computer Graphics |
Yasunori Hoshimoto | Audio Sweet | Sound Engineer |
Seiya Suzuki | maxilla | Music |
Takeru Kobayashi | Birdman | Technical Director |
Yasue Kana | Birdman | Device Developer |
Mizuho Suzuki | Birdman | Device Developer |
Keisuke Yokota | Birdman | Technical Project Manager |
Kiyoharu Mitsui | R-Style | Prop producer |
Eri Sato | Kartz Media Communication | PR Planner |
Kaori Koizumi | Kartz Media Communication | PR Planner |
Jeremy Lau | Kartz Media Works | PR Planner |
Yu Sugiguchi | TOW | Event Assistant Producer |
Kinpara Keiichi | TOW | Event Producer |
By entertaining information on the development of new technologies of companies, we succeeded in delivering information to elderly people who had difficulty reaching. Furthermore, by becoming a hot topic on various TV programs and SNS, we were able to inform even those who are not interested in automobiles the high level of Nissan's autonomous driving technology.
In Japan, the number of traffic accidents caused by elderly people is increasing year by year. The development of autonomous driving technology is progressing year by year to solve these issues, however, there is one major problem. The older generations believe they still can drive better than machines and are unwilling to learn about the latest in automotive technology.
Nissan repurposed ProPIOT, an autonomous driving technology to create self "driving" golf balls that recognizes the course and move towards the goal. Golf balls became a tool to teach the advanced level of autonomous driving technology to the elderly.
Elderly people are not interested in the news about advances in autonomous driving technology. So, by using golf, which is a sport that elderly people like, Nissan has sublimated information on autonomous driving into entertainment that makes them want to see it.
The campaign started with a single video of a boy playing miraculous shots using the ProPILOT golf ball which quickly spread to the world through Nissan's social media accounts. The campaign is ongoing with plans of implementing places to actually experience using the ProPILOT golf ball at Nissan's galleries and real golf courses.
・Media Exposure 1400+ medium:69 countries ・Estimated AD Value:$12M ・Traffic to NISSAN's autonomous drive website:×55 up ・Top of mind for autonomous drive ranking:No.1