Nissan launches a disruptive brand campaign, Shwii by Nissan

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The first turn-by-turn voice navigation that speaks Mzansi’s languages

Nissan South Africa alongside TBWA Hunt Lascaris has launched a disruptive brand campaign, Shwii by Nissan, which currently enables South Africans to use Zulu and local slang vocal commands compatible with Waze.

“Shwii by Nissan is made with South Africans in mind. We are driving the local conversation on inclusivity, combined with smart technology by putting our local languages on the map.” said Stefan Haasbroek, Marketing Director at Nissan South Africa.

Nissan identified a local and cultural need to provide a solution most relevant to the South African market, combining it with existing Nissan Intelligent Mobility (NIM) technology. NIM technology is designed to keep you safe while on the road and Waze behaves similarly, with voice commands designed to keep you safe whilst navigating on the road.

“When you speak to someone in their home language, they can understand and respond in time by reacting accordingly to any obstacle or potential danger around them and that was one of the reasons behind this campaign, to put our local languages on the map” said Nokwe Ndwandwe, Brand Manager at Nissan South Africa.

The campaign taps into the gap within voice navigation technology and the importance of language, which shapes our culture. While dozens of languages are available on apps like Waze, Zulu – spoken by roughly 16 million people mostly in South Africa – was missing. With isiZulu and local Mzansi slang as the brand new set of vocals, Nissan is fostering an environment of inclusivity – both inside and outside the car.

On Thursday 27 May; Nissan and TBWA Hunt Lascaris were awarded for their creativity around Shwii by Nissan campaign by the Creative Circle. The non-profit organisation is dedicated to promoting creativity as a business resource and maintaining high levels of creativity in the South African advertising industry and provides input into ACA, an official industry body.

More local South African languages will be coming soon on the Waze platform courtesy of Shwii by Nissan.

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