Ne.Bot
Nissan
Issue 40 | September 2016
Agency
Lew'Lara\TBWA
Creative Team
Chief Creative Officer Felipe Luchi Creative Directors Juliano Ribas Silvio Medeiros Art Director Phil Daijó Copywriter Juliano Ribas
Production Team
Digital Producer D3 Estúdio Agency TV Producer Luzia Oliveira Cristiane Marinari Photographer Paola Vianna Film Production Barry Company Post-Production Barry Company Film Director João Papa Manu Mazzaro DOP João Papa Edition Felipe Rassum Finisher Barry Company Attendance Producer Daniela Silva Executive producer Krysse Mello Sound production Big Foote Producer Chris Jordão
Other Credits
Brand Leader Nissan Wilson Negrini Team Account Daniella Martins Ricardo Barros Maira Bandeira Planning team Renata d'Avila Luciana Mussato Stephanie Peart Maria Fernanda Haddad Media Team Luiz Ritton Eduardo Shinohara Suellen Kiss André Magalhães Amanda Moura Caroline Romano Fabian Mattua Danielle Farhat Project Manager Monalisa Paduin Client Arnaud Charpentier Ricardo Maciel Mariana Lemos Juliano Fortini
Date
April 2016
Background
Nissan's aim, lofty as it might sound, is to become the driver's partner so that the driving experience is always enhanced.
In mission-speak terms, this translates, in Nissan's own words, as providing 'innovation and excitement for everyone'.
That means also for children who can't yet drive, but who can see how others, not least their parents, do. Ultimately, they might become better drivers themselves in the future.
Idea
Nissan Brazil and Lew'Lara\TBWA devised Ne.bot (Nissan Educational Robot), a children's game designed to encourage safer parental driving.
The iOS game features the Ne.bot robot, who tracks the car as it is being driven.
By reading the car's speed data, and the speed limits, the game helps children monitor the driver's performance.
The phone's camera accurately shows the landscape passing by.
However, the game can only be played while the car is within the relevant speed limit. If it exceeds the limit, the robot sounds an alert. If Mum or Dad goes even faster, the game cuts out.
Results
Nissan says Ne.bot has been downloaded thousands of times. The game is free and can be used in any car.
Our Thoughts
Driverless cars might be the ultimate in auto safety (or not, depending on your view), but it's probably safe to say that the average family car is so packed with safety features that it's not economic to add more.
Until now, that is, with Nissan unveiling a whole new concept in car safety features: your children.
This is a serious and interesting idea.
We've all seen zombie children in cars glued to their devices, and soon they'll be bored with Pokemon Go. This game both connects them to the journey and gives them a stake in its progress.
I'm often dubious about carmakers' claims to be the drivers' partner, but by co-opting child passengers to act as a safety brake for drivers, Nissan is at least staking out the territory.
I'm mindful too of the benefits of children learning from an early age the importance of driving at the correct speed. It seems entirely likely to me that the game will instil those values from an early age.
Who knows, children might even hassle their parents to buy a Nissan. There's a nice touch too – Ne.bot looks like he (or she?) has been designed to complement the Nissan corporate identity.