Nissan Film, Digital, DM, Case study ProPILOT HOTEL by Hakuhodo Tokyo

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Industry Cars, Hotels & Resorts
Media Film, Digital, Interactive & Mobile, Direct marketing, Case study
Market Japan
Agency Hakuhodo Tokyo
Released February 2018


Ad Stars 2018
Interactive Interactive Craft: Interactive Technology Silver
PR Practices & Specialism: Events & Experiential (PR campaign that use an event or stunt) Silver
Promotion Use of Promo & Activation: Other digital solutions in a promotional campaign (e.g. mobile based campaigns, QR codes, branded content, Bluetooth, MMS, SMS, PDG, GPS, MP3 players, games and applications Silver
PR Product & Service: Vehicles Bronze
Direct Product & Service: Vehicles Bronze
Interactive Product & Service: Vehicles Bronze
Innovation Product & Service: Vehicles Bronze
Integrated Product & Service: Vehicles Bronze
Direct Use of Direct Marketing: Use of digital in a direct marketing campaign (e.g. websites, microsites, search engine marketing, viral marketing, banner ads, email marketing, digital POS, video games, mobi Bronze
Interactive Use of Interactive: Use of Web campaigns Bronze
Promotion Product & Service: Vehicles Crystal

Credits & Description

Brand ProPILOT
Geo: Japan

A lack of human resources in the Japanese tourism industry. The number of foreign tourists to Japan tripled in only ten years, and will continue to rise as we move toward Tokyo 2020. This has led to labor shortages for the tourism industry, and the ability to maintain top quality service is an issue on everyone's minds. The industry as a whole, but hotels in particular have been eyeing automation as a way out of this problem.

Combining the ultimate in traditional hospitality with Nissan’s autonomous driving technology, one Japanese inn is treating guests to some unusual amenities: self-parking slippers, tables and floor cushions.

At first glance, the ProPILOT Park Ryokan looks like any other traditional Japanese inn, or ryokan. Slippers are neatly lined up at the foyer, where guests remove their shoes. Tatami rooms are furnished with low tables and floor cushions for sitting.

What sets this ryokan apart is that the slippers, tables and cushions are rigged with a special version of Nissan’s ProPILOT Park autonomous parking technology. When not in use, they automatically return to their designated spots at the push of a button.

First introduced in the all-new Nissan LEAF in Japan in October 2017, ProPILOT Park detects surrounding objects and lets drivers automatically park the vehicle in a selected parking space by pressing a button. The same technology is being used in the amenities at the ProPILOT Park Ryokan during a demonstration to entertain guests and reduce staff workload.