Cannes Lions
TBWA\HAKUHODO INC., Tokyo / NISSAN / 2018
Overview
Entries
Credits
Description
We renovated a traditional hotel using Nissan's ProPILOT technology.
Nissan leads the world with its stress-reducing autonomous technology ProPILOT. We decided to use it in a traditional Japanese hotel to reduce human labor. We opened the "ProPILOT HOTEL", a collaboration between a traditional Japanese hotel and Nissan's autonomous drive technology, ProPILOT. The technology not only allows the traditional slippers worn at the entrance to automatically make their way back to the original positions and places… but the technology assists in cleaning automation too. The hotel rooms, at once turned into Nissan showrooms. Customers shared their wonderment and delight on social media, causing the topic to go viral instantaneously. Media coverage followed, including that from major TV stations too.
Execution
STEP1/Release movie of hotel automated by Nissan technology
STEP2/Movie release coincided with becoming open for reservations.
STEP3/4,000 reservation requests were made. Guests were selected by draw.
Create news worthy buzz.
STEP4/Nissan Gallery also held experiential events, leading to increased traffic to that location.
Outcome
/ Reservation requests: 4,000 requests for stay in one room (YoY 500%?)
/ Share and Retweets: 10MM?
/ Earned Media Value: USD 100M+
/ Bringing traffic to Piloted Drive Tech Site?2100%UP (YoY)
/ 78% of hotel workers said their workload was reduced
/ +17.6pt advantage in "Autonomous Driving" mind share vs 2nd place.
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