Nissan Outdoor VOICE DRIVER by TBWA\Hakuhodo Tokyo

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VOICE DRIVER

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazuto Fukushima
Creative Director Takayuki Nizawa
Art Director Shawn Schrader
Copywriter Kenya Takao, Kenta Ikoma, Naoto Ichikawa
Producer Hideki Sugimasa, Hirofumi Nobuta
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Bars, Restaurants & Stores, etc. Bronze
PR Lions Sectors & Services; Automotive and Transport Bronze

Credits & Description

Type of entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Advertiser: NISSAN
Product/Service: NISSAN
Agency: TBWA\HAKUHODO Tokyo, JAPAN
Chief Creative Officer: Miki Matsui
Executive Creative Director: Kazuto Fukushima
Creative Director: Takayuki Nizawa
Copywriter: Kenya Takao/Kenta Ikoma/Naoto Ichikawa
Art Director: Shawn Schrader
Producer: Hideki Sugimasa/Hirofumi Nobuta
Description of Ambient execution
In Japan, cars no longer excite younger generations. Only 57% of 20 years old has driver’s license, 47% has their own cars. Yet, the car showrooms remain such a boring and unattractive space for young people.
We decided to change the boring showrooms into exciting and attractive space for younger generations to get their attention back to Nissan cars.
We found a fundamental excitement of cars in our natural behaviors from our childhood - the voice of “vroom vroom”.
We developed VOICE DRIVER, the world’s first voice driving experience. Your “vroom vroom” voice is converted into digital signal that propels cars on the truck in showroom. We transformed Nissan showrooms into exciting voice-racing circuit.
Young people joined the race in the showrooms in their joy.The lively voices echoing throughout the showrooms helped to attract people outside to come in, that makes another sound of driving.
Of course this event triggers huge buzz through SNS and blogs as well as mass media exposure without paying any fee.
The number of Nissan showrooms visitors jumped up to 160%. Over $ 3 million free media exposure with 0 media fee. Then, that resulted in sales up to 112% compared to the previous year.
VOICEDRIVER successfully brought younger generation’s attention back to Nissan cars by creating all new in-store experience ever done before.