• SUB CATEGORY :
    USE OF EVENTS
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • TITLE :
    PROPILOT MOP
  • BRAND :
    NISSAN MOTOR CO., LTD.
  • ADVERTISER :
    NISSAN MOTOR CO., LTD.
  • AGENCY :
    TBWA\HAKUHODO INC., TOKYO
  • CHIEF CREATIVE OFFICER :
    TAKAHIRO HOSODA
  • SENIOR CREATIVE DIRECTOR :
    NOBUHIRO ARAI
  • ART DIRECTOR :
    YOSUKE SUGIOKA
  • COPYWRITER :
    RYO KOBAYASHI
  • AGENCY PRODUCER :
    YUTAKA SATO
  • ACCOUNT EXECUTIVE :
    RYUSUKE TAIRA/RYOTARO KAWAGUCHI/RIKU KURASHITA/RIKUTO YOSHIDA
  • INTEGRATED MARKETING DIRECTOR :
    TAKANORI AKAHOSHI
  • STRATEGIC PLANNER :
    YUZUKI MIYATA
  • SOCIAL PLANNER :
    REIKO SAITO/TAKUTO KAWAMURA
  • PR AGENCY :
    KMC GROUP, TOKYO
  • PR DIRECTOR :
    KAORI SONOBE
  • PR ACCOUNT :
    TAKAHIRO OTSUKA/AKI IGARASHI
  • FILM PRODUCTION COMPANY :
    TYO INC., TOKYO
  • DIRECTOR :
    SATOSHI KURODA
  • CAMERAMAN :
    YUSUKE KASHIWAZAKI/SHUYA KUME/YOHEI SUZUKI
  • DIGITAL IMAGING TECHNICIAN :
    HIROAKI ABE
  • FILM PRODUCER :
    KAZUKI KIMURA/SHIN SEKINE
  • PRODUCTION MANAGER :
    MEGUMI TAMANO
  • POST-PRODUCTION COMPANY :
    CONNECTION INC., TOKYO
  • EDITOR :
    HIROKI YAMAOKA
  • SOUND PRODUCTION COMPANY :
    BISHOP MUSIC CO., LTD., TOKYO
  • MUSIC PRODUCER :
    MICHINOBU TAKARADA
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PHOTOGRAPHER :
    NARUMI WATANABE/NAOYA TOITA/RYUSUKE WATANABE
  • PRINT PRODUCER :
    RUI GOTO
  • CAMPAIGN SUMMARY :
    [Objectives]
    NISSAN supports the NBA JAPAN GAMES.
    A total of 60,000 people attended the event which was distributed worldwide and was a very important investment.
    The challenge was to harness and leverage this premier sporting global event to capture Nissan's innovative brand image.
    In addition to engaging with the arena audience, it was also necessary to spread the news of Nissan outside the arena through PR.

    [Strategy]
    We devised a strategy rooted in a thorough analysis of the audience's consumer journey and insights.
    Methods already exist to elevate brand exposure in sponsorship of sporting events.
    However, they are so excited about their dream match that they are not interested in brand names exposed on the court or LEDs or branded content displayed in the arena. How could we capture their insights and engage them?
    Our answer? Half-time.
    It is the most tedious part of the match, when the excitement of the game is interrupted to go to the bathroom or fiddle with your phone.
    We decided to take over the game court during tedious half times between matches and transform them into media that offers a surprise brand experience.


    [Execution]
    We developed the world's first mop incorporating Nissan's automated driving technology.
    We hacked the NBA halftime and changed it into a technology demonstration.
    The entire audience was stunned speechless with excitement when the mop was released and drove off on its own.
    The unprecedented interplay of the technology of the self-driving mop and the humanity of the dancers
    succeeded in capturing not only the audience's hearts but also their smartphone cameras.
    Videos taken by the audience were immediately shared and swept the worldwide media.
  • THE BRIEF :
    NISSAN supports the NBA JAPAN GAMES.
    It is the world's most prestigious game, with over 60,000 arena spectators and fans from around the world watching the live broadcast in a frenzy.
    We set out to showcase Nissan's technology to fans and to instill an image of an innovative brand.
    But no one is interested in the commercials that play between games. They don't remember that logo on the court. We had to think disruptively, to turn Nissan technology into content, and give the fans watching the game a brand experience they would never forget.
  • THE STRATEGY :
    NISSAN supports the NBA JAPAN GAMES.
    It is the world's most prestigious game, with over 60,000 arena spectators and fans from around the world watching the live broadcast in a frenzy.
    We set out to showcase Nissan's technology to fans and to instill an image of an innovative brand.
    But no one is interested in the commercials that play between games. They don't remember that logo on the court. We had to think disruptively, to turn Nissan technology into content, and give the fans watching the game a brand experience they would never forget.
  • THE EXECUTION :
    We developed the world's first automated driving mop.
    That is, a mop equipped with Nissan's ProPILOT 2.0 automated driving technology.
    It recognizes its position on the court and drives itself without collisions. By utilizing such technology, we turned halftime into a showcasing of technology.

    At the interval the mop-cleaning crew appeared.
    The spectators in the arena and the players at courtside were expecting the usual tedious court cleaning to begin. However, as soon as the staff let go of the mop, it ran onto the court by itself and began to clean. At that moment, the entire arena erupted in cheers of amazement. Then began the dance performance between the automated mop and the human.
    The unprecedented interplay of technology and humanity thrilled the audience, and the video was immediately spread far and wide. Spectators became reporters, and the story of Nissan's event was quickly reported around the world.We took over the game court during half times between matches and used them as media to offer a surprise brand experience where the audience could properly perceive the technology. A truely "game-changing" media creative.
  • THE RESULT :
    The never-before-seen brand experience made possible by Nissan's technology easily transcended the arena, which was attended by 60,000 people.
    Despite zero media costs, the audience who witnessed the event with their own eyes and recorded videos became the media, spreading the event around the world. Consequently, the event succeeded in producing the best results in Nissan's history.
    ・Video views 41,650,000+
    ・Over 2,000,000 social engagements
    ・Over 97,460,000 social impression
    ・Articles in sports / tech media around the world（2,581 news articles in 47 countries）
    ・about ¥610,000,000 earned media
    ・Record site traffic for ProPilot self-driving technology.
    After the buzz, Nissan has been inundated with inquiries from entertainment events around the world.
    The day may soon come when Nissan's automated mops are scrubbing floors in your country.