ASIA PACIFIC – For its 80th anniversary celebration, Nissan launched a new program that embodies the ‘love stories’ between Nissan drivers and their beloved cars.
“Some people speak about their cars as a lover… or as a family member. It’s true that over time, the car actually becomes something more than a car. That’s why saying goodbye to a car that you’ve loved for so long, can be bittersweet. Memories may fade over time, but wouldn’t it be great if we could hold on to the memory of our car forever, in a shape that we can see and touch?” TBWA\Hakuhodo said in a press release.
Nissan makes this a reality through the launch of a new program that embodies the ‘love stories’ between Nissan drivers and their beloved cars. When purchasing a new Nissan vehicle, a 3D replica of the owner and their old car is presented on the delivery day – a true, eternal embodiment of the driver’s memory and love of their car.
A documentary film depicting the real-life story of one family’s ‘love story’ was created to accelerate the promotion and awareness of this new program. The presentation of the 3D replicas had great positive impact on Nissan’s business, not to mention the response throughout social media channels. The number of Nissan owners renewing their cars increased dramatically since the start of the program. ‘My Car Forever’ has proven to be a truly innovative way to help deepen the relationship between drivers, their cars… and a car company.
Credits
Creative Agency: TBWA\HAKUHODO Japan
Executive Creative Director: Miki Matsui
Creative Director: Takahiro Hosoda
Experience Designer: Kaname Aratame
Senior Art Director: Takuya Ozaki
Senior Digital Account Director: Wataru Uchida
Account Director: Yoshiki Okayasu
Account Supervisor: Hiroaki Wada
Interactive Planner: Kazuoki Uedo
