To demonstrate Nissan’s advanced driver assistance technology ProPILOT 2.0 on the stage of “NBA Japan Games 2022,” TBWA\HAKUHODO and Nissan hacked the interval time and delivered the audience an unexpected half-time experience. The unobtrusive cleaning staff appeared on court with their “ProPILOT Mops’’ – gradually, a strangeness began to develop in the mopping movement, and finally the mops moved around by themselves after being released from hands just like magic. From the ordinary to the extraordinary, from humdrum to astonishment – it was a major game changing moment in the audience’s mind of what it is like to be powered by Nissan’s technology.
Background
NISSAN supports the NBA JAPAN GAMES. The challenge was to harness this premier sporting event to communicate Nissan's innovative brand image. However, the fans gaze were on the games; not on the new sponsor. We needed a disruptive way to engage with fans.
Creative Idea
The world's first autopilot mop hacked halftime to show off NISSAN's autonomous driving technology. Audiences believed the cleaning staff would start mopping. but they were greeted by the sight of mops moving and cleaning of their own accord, while dancers weaved movements in-between them. The almost magical convergence of disruptive tech and poetic dance turned halftime into a moment of fascination. NISSAN's amazing branded experience was remembered by all.
Results
We succeeded in turning a basketball court into media for NISSAN to show off their tech. Thanks to the power of SOCIAL and PR, the news went viral around the world, not just within the arena. NISSAN won the marketing game through branded tech-experience wizardry and the impact of a live event.
This project was carried out while I was at TBWA HAKUHODO, where I contributed as a member of the team within my area of responsibility.