Get office chairs to promote Nissan’s technology. Using Nissan’s self-parking technology, we created the INTELLIGENT PARKING CHAIR which completely frees us from having to arrange chairs in the office.

However unarranged they may be, with a simple clap of the hand, these office chairs automatically return to their original positions to ‘self-park.’ This was a great way to offer a first-hand demonstration of Nissan’s self-parking technology in a very familiar everyday life setting.

STEP1 Developed office chairs using Nissan’s self-parking technology.

STEP2 Delivered the office chairs to 20 companies who had expressed prior interest.

STEP3 Users of this office chair were requested to film their experience (due to information security reasons, we had the companies to shoot for themselves). The footage was edited into a web movie.

STEP4 Simultaneously with the web movie release, we presented the Intelligent Parking Chair at the largest Nissan showroom in Japan. A huge crowd gathered to see the chair overwhelming the regular new models, and the display resulted in attaining the highest ever number of showroom visitors.

The news of the INTELLIGENT PARKING CHAIR spread around the world, and the web movie received over 20MM views. Its media exposure was worth US$ 30MM and it was highly praised as the “greatest unprecedented demonstration.”

Nissan’s self-parking technology awareness rate increased by 364% y/y

Sales of the Nissan X-Trail, which is equipped with this technology, went up by 120% y/y

Furthermore, the INTELLIGENT PARKING CHAIR was the first product by a car manufacturer to be ranked among the Top 10 Hottest Items of the Year. It has also led to successive purchase requests from companies and schools, which still continues today.

The spotlight placed on an “office chair” consequently placed Nissan’s technology under the spotlight. Such a bold approach resulted in PR effect far beyond what ATL or online ads can deliver.