NISSAN INTELLIGENT MOBILITY REQUEST FOR PROPOSAL (RFP) SOLUTION DEVELOPMENT
CONTACT Email: Hello@Braveagency.com Telephone: +27 (0)10 900 2213
ADDRESS 8 Chester Road, Greenside East Johannesburg, 2193 Gauteng, South Africa
UNDERSTANDING THE BRIEF
OUR UNDERSTANDING NISSAN INTELLIGENT MOBILITY
Nissan is the leading retailer of electric vehicles worldwide, and also the largest supplier of Autonomous vehicle technology. The company has come a long way since the launch of the Leaf, and 2019 represents a watershed year for the pioneering vehicle manufacturer with the launch of Nissan Intelligent Mobility features and benefits being applied to a number of their leading model ranges. This year promises a flurry of media and public interest in South Africa and around the world ahead of what Nissan has planned for a fleet of autonomous taxi vehicles in time for the Tokyo Olympic Games in 2020.
IMPACT ON DAILY LIFE NISSAN INTELLIGENT MOBILITY
Outstanding safety, exhilarating performance, category-leading fuel economy, future-focussed connectivity, advanced machine-learning, AI and VR technology – these are the major hallmarks of the NIM promise to consumers. As the global consciousness moves towards the commercial demand for these innovations from the automotive industry, Nissan is at the forefront of providing viable and valuable contributions across its fleet of offerings.
EDUCATE AND DEMONSTRATE NISSAN INTELLIGENT MOBILITY
The established paradigm for the power of persuasion remains around the concept of ‘show don’t tell’. To this end the activation needs to demonstrate rather than describe the innovations in a manner that is hands-on and experiential in nature. The technical and engineering miracles behind the experience of driving with NIM need to be available to the die-hard ‘petrol head’ who is inspired by such information, but the average consumer needs to get a visceral appreciation of the technology over and above a rational or educational understanding.
EDUCATE AND DEMONSTRATE NISSAN INTELLIGENT MOBILITY
This means we need to focus on the ‘rule of three’ – the maximum number of informational items that the human mind can easily manage and memorise. This strategy applies to what we identify as each of the three major advances offered by NIM: 1. Intelligent Integration 2. I2V 3. ProPILOT
CREATIVE CONCEPT (OPTIONS)
Test Drive Tomorrow. [And Win a Trip to Tokyo Olympics 2020!]
Take a Trip to Tomorrow’s World [And Win a Trip to Tokyo Olympics 2020!]
Drive Yourself into the Future
[And Win a Trip to Tokyo Olympics 2020!]
THE CONSUMER EXPERIENCE
THE CONSUMER EXPERIENCE NISSAN INTELLIGENT MOBILITY
We will demonstrate and activate each of the three major innovations of NIM through a series of increasingly engaging immersive experiences:
Interactive Print – “See Intelligence in Motion” Augmented Reality – “See the Invisible” Virtual Reality – “Take a Trip to Tomorrow”
SEE INTELLIGENCE IN MOTION INTERACTIVE PRINT
Consumers qualify to ‘Test Drive Tomorrow’ by scanning augmented reality enabled magazines, posters and printed media to view the video on the innovation of integrated intelligence. A clickable call-to-action in the augmented reality poster loads a capture form to allow users to upload their details and answer simple questions around intelligent mobility to qualify to ‘Take a trip to tomorrow’
Highlight features using hotspots
Display inline video
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CLICK HERE TO ENTER
Test Drive Tomorrow. [And Win a Trip to Tokyo Olympics 2020!]
Test Drive Tomorrow. And Win a Trip to Tokyo Olympics 2020!
Name Email City Question here to qualify
Answer
CLICK HERE TO ENTER
SEE THE INVISIBLE
AUGMENTED REALITY REVEAL
An ‘invisible’ activation in shopping centres, car-park or dealerships. Consumers are greeted with a roped off activation space with nothing displayed in the area. Brand ambassadors encourage consumers to view the space through the viewport of a dedicated ipad. When viewing the ‘empty’ exhibition space through the ipad viewport, a full-sized Nissan vehicle appears in the space. Users are able to walk around the entire space and explore the new safety features and I2V technology in an interactive augmented reality experience. Consumers are prompted to capture their details on the ipad and answer a simple question to qualify for an entry into the competition.
TAKE A TRIP TO TOMORROW VIRTUAL REALITY EXPERIENCE
Up to four people at a time take a seat, don VR headsets and enjoy a synchronised virtual ride through different landscapes and experience all 3 innovations, including the I2V, Intelligent Integration, Connectivity, Data Syncing, ProPILOT, Seamless Autonomy Mobility System.
SOCIAL MEDIA EXPOSURE
SOCIAL MEDIA EXPOSURE COMPETITION
Win a trip to the Tokyo Olympics! Visitors are - encouraged to share the results of their experiences of MR, AR and VR with the hashtag - #Trip2Tomorrow. Those that do will stand a chance to win prizes including the Oculus Go, plus the main prize of a trip for 2 to the Opening Ceremony at the Tokyo Olympic Games.
#Trip2Tomorrow
CREATIVE CUES
CREATIVE CUES
COMMUNICATION MESSAGING
The language with which we communicate the innovations of NIM and the hands-on experience at the activation will be built around the communication cues that we have picked from the marketing to date: ‘A bolder ride through life’
‘see the invisible
‘smarter way to move’
‘predict the future
‘semi-autonomous driving, electrification and connectivity’
‘increase control’
‘feel more confident with state-of-the-art safety technologies’
‘conquer your commute’
‘eco-friendly power’
‘developed from NASA technology’
‘thrilling performance’
‘take the wheel and have fun!’
‘a more connected world’
‘move with greater confidence, exhilaration and connection’
‘syncing commuters, cars and communities’
SUMMARY
IN SUMMARY
NISSAN INTELLIGENT MOBILITY
Mixed Reality poster where
AR exhibition – a tour around a virtual
VR experience with seats and helmets
Integrated Intelligence is brought to
vehicle – made ‘visible’ through mobile
recreating the demo VR of the I2V and
life on the screen of a mobile device
devices – iPads or own smart phones
avatar-connected travelling
guided by real or avatar assistants.
experiences packaged as one 90 second minute ‘Trip to Tomorrow’
All touchpoints with social media uploadable content provided during and after the experience for entry into the Tokyo Olympics Competition.