Nissan DAYZ ROOX
・Tried to have a breakthrough in the way of brochure production in this category.
・Insights identified through a survey were that “their own family can be energetic if they have a positive attitude, and “wanting to keep shining through hard times and good times”.
・The message saying “this car is perfect for your family with many functions equipped” is not appealing to such a target group.
・Our idea was to create a brochure with the message of making their everyday life more stylish and positive
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
・Nissan DAYZ ROOX is a minicar with higher body height and spacious inside for moms who would like to have sparking time at any time.
・Had a minor change to refresh exterior/interior designs and improved amenities and safety equipment.
・Moms think their own family can be energetic if they have a positive attitude, and their insight is “to keep shining through hard times and good times”.
・This brochure was developed under a concept of introducing the product as well as offering new perspectives (being positive about everything) which moms can obtain with DAYZ ROOX.
OPERATION / FLOW / INTERACTION:
・In Japan, automobile brochures are considered as an incentive item for targeted customers. Therefore, a brochure must convey both emotional and functional qualities to the potential buyer.
・In general, there are two ways of obtaining a brochure: either by picking it up at a dealership, or by ordering it on the Internet.
・In Japan, even after purchasing a car the delivery period can stretch to three months. The brochure allows the new owner to obsess over his or her purchase and fantasize about driving it, while waiting for the car to be delivered.
PROJECT DURATION AND LOCATION:
・The NISSAN DAYZ ROOX was launched in December 2016 Japan. The brochure was released at the same time and will be used until the model gets updated.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
・All of vehicle body and interior images are created by 3DCG and the beauty and high-quality feeling of the car are perfectly reproduced by using background reflections and glare effectively. Background images are also created by 3DCG.
・DAYZ ROOX has two types, regular or sporty, and the brochure offers separate perspectives for each type.
・Gray color is used as basic tone in the background to bring out vivid body colors for sporty type.
・For regular type, bright and colorful impression is created by making the floor bright and lighting the vehicle from underneath.
SPECIFICATIONS / TECHNICAL PROPERTIES:
・Size: a 250-mm square with 52 pages. Saddle stitch.
・This brochure uses “FSC (Forest Stewardship Council) approved paper”, which is made from thinned wood.
・Make an offer of stylish and positive days but it has to be a reachable distance for the target group, otherwise it does not evoke a feeling of reality.
・Lifestyle situations and taglines are created while considering the fine distance.
・All of vehicle body and interior images are created by 3DCG, but they have perfect quality and are nearly indistinguishable from the real ones.
TEAM MEMBERS (1) :
Executive Creative Director: Tomohira Kodama, Creative Director: Yasuyuki Nagato, Art Director: Ryuta Hori, Copywriter: Kenichi Kimishima and 3DCG: EGC D-PT/CG Creative
All image: Photographer: BA2, 3DCG: EGC D-PT/CG Creative