To mark its participation in the Formula E Tokyo E-Prix, which was held for the first time in Japan in March 2024, Nissan undertook a project to raise awareness of Formula E in Japan and strengthen its connection with the Nissan brand. Voice Charge served as a core component of this project.

As Formula E was still not widely known by Japanese people, Nissan wanted to create a brand experience that would appeal to people in a different, deeper way than traditional sports sponsorship. A central part of the strategy was to integrate Formula E into everyday life, bringing racing closer to people’s day-to-day lives.

Voice Charge brought this strategy to life. The interactive initiative converted the voices of support expressed by participants into a microphone into electricity and delivered it to the Nissan Formula E Team drivers. Beyond simply cheering, spectators were now able to directly participate in the race, creating a strong sense of oneness with the action, not possible with traditional motorsport viewing.

In addition to Voice Charge, we also promoted the entire project widely through effective media strategies and PR activities, including the construction of a temporary circuit in a shopping center in the metropolis, the creation of a place to experience Formula E, and the production of dynamic footage of the Formula E car racing in and around an urban complex in Tokyo. Awareness of Formula E skyrocketed and favorability toward the Nissan brand also increased.

Voice Charge was recognized for its innovative approach with Gold at Clio Sports, the world-renowned Clio Awards’ program for sports advertising and marketing.