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 planned to fill showrooms with this voice of excitement.

We developed VOICE DRIVER, the world’s first voice driving experience. Your voice converted into digital signal that propels cars. With this system, we transformed Nissan showrooms into the exciting voice-racing circuit.

The PR strategy was to hold the live event ‘VOICE DRIVER GP’ at Nissan global headquarters gallery and gather lots of media to spread the new driving experience.

Moreover, we also developed this system for an online experience. Voices from all over the world were transmitted to Tokyo, igniting race cars around the track.

VOICE DRIVER achieved great PR effect. The event triggered huge buzz through SNS and blogs as well as mass media exposure. Over $ 3 million free media exposure with 0 media fee. The number of visitors of Nissan showrooms jumped up to 160%. Then, that resulted in sales up to 112% compared to the previous year.

VOICE DRIVER successfully brought younger generation’s attention back to Nissan cars by creating all new in-store experience ever done before.

Based on the Nissan’s brand slogan “Innovation that excites”, we created new digital platform “VOICE DRIVER” that excites younger generations to regain their attention back to Nissan cars. All the communications were built on the most familiar devices of young people so that we can let them feel that “Nissan is their brand” through this new driving experience.

VOICE DRIVER made huge buzz through SNS and blogs as well as mass media exposure. Over $ 3 million free media exposure with 0 media fee.The number of Nissan showrooms visitors jumped up to 160%. Then, that resulted in sales up to 112% compared to the previous year. VOICE DRIVER successfully brought younger generation’s attention back to Nissan cars by building new digital platforms like never before.