Technology doesn’t favour local indigenous languages. So when using navigation apps like Google maps or Waze, isiZulu speaking drivers need to constantly translate before responding to any of the commands. Nissan developed Shwii, a language preference set of isiZulu voice-commands aimed at this community. Shwii serves as an extension of the Nissan Intelligent mobility philosophy, a set of technologically innovative vehicle features that keeps drivers and passengers safer on our roads.

Shwii is essentially a cost effective platform hack, fulfilling the objectives of a brand communicating its core brand values of safety and confidence on the road, while remaining relevant to a local audience. This hack is easily downloaded via a shareable link on the Waze app, proving that communicating with indigenous languages need not come at a cost.

Siri, Alexa and other voice-assistant technologies don’t speak isiZulu so when these drivers use navigation apps like Google Maps or Waze, translation becomes an obstacle while driving.

We discovered the voice recorder facility on the navigation app Waze, to re-record 41 key voice commands, eliminating the need for translation and in the end facilitating quicker responses on the road. The commands also use a unique form of isiZulu onomatopoeia, so these drivers can actually hear the danger inside every word. All amplification media helped drive users to the link/code on a mobile device in order to access the Waze app. Once opened, the link automatically downloads the language preference into the app.

The campaign went live 15 April and based of its success Nissan is now rolling out three new indigenous languages namely isiXhosa, Sesotho and Setswana.

Waze, the mobile navigation app, lets users share real-time information that translates into traffic conditions and road structure. When you use Waze, you can also actively report to the community on traffic, accidents, police traps, blocked roads, weather conditions and much more. Waze collects this information and immediately analyses it in order to provide other Wazers with the most optimal route to their destination, 24 hours a day. This sharing of data helps improve the overall driving experience.

We used Waze’s real-time data and translated commands into isiZulu, so that this audience could use the information without the need for translation; helping reduce reaction time. All communication helped drive users to the link on a mobile device in order to access the Waze app. Once opened, the link automatically downloads the preference into the app, helping drivers of not just Nissan vehicles travel in a more inclusive, safer manner.

Shwii is a isiZulu indigenous language preference available for use on the navigation app, Waze. It’s a platform hack using the voice-recorder feature on Waze. Waze allows one to re-record 41 key commands that generate a shareable link. We translated this link to a QR code as well as bitly links which directed users to the language preference on their mobile phone via the Waze app. Social media, radio advertisements and instore posters we used to amplify the campaign as well as share the link.

In re-recording these commands we were able to use a unique form of isiZulu onomatopoeia so our audience can actually hear the danger inside each word. This removed the need for translation, helping reduce reaction times on the road.

Shwii went live 15 April 2021 and based off its success we’ now rolling out three new local indigenous language preferences namely Xhosa, Sesotho and Setswana.

Ad Age: “Endearing local residents by promoting native African languages.”

Fast Company: “World Changing idea, 2022.”(Under embargo until announced in May 2022)

Contagious: “Nissan has found a fitting way to connect with the local audience.”

When the campaign launched Facebook engagement grew by 154.35%. Twitter, a key platform for this audience, saw an engagement increase of 424%. Earned media, which reflects the appetite for this idea, reached 7 224 508 impressions. We did this all for less than $5k as opposed to the cost of $75000 which Google (who own Waze) initially asked when we approached them. Hacking the platform was an extremely cost effective way to achieve these results. Nissan is now rolling out 3 new languages namely IsiXhosa, Setswana and Sesotho. Our Fast Company win as well as the Ad Age and Contagious mentions signal a technological innovative hack creating a more inclusive, safer, driving experience for motorists.