John Brown
Member
Nissan cooperated with Infobip to launch an AI-driven WhatsApp campaign , delivering a fresh take on conversational engagement through gamified voice interactions. The campaign uses Infobip's “Vocalize” voice-game tool where participants use their voice on WhatsApp to match an audio waveform to the outline of a car in a bid to win a new Nissan Magnite.
The activity targeted Saudi Arabia's market and achieved remarkable results: a 200% increase in session engagement, a 68% conversion rate from users who reached the competition stage, more than 3,400 chatbot sessions and 1,000 new user profiles created in just five days.
Highlights of the Campaign
- The campaign leveraged Whatsapp, one of the most widely used messaging platforms in Saudi Arabia, to reach consumers in a context of high mobile-use and younger demographics.
- By gamifying the experience (voice match game) and offering a sought-after prize (a new Nissan Magnite), Nissan significantly boosted both brand engagement and lead acquisition.
- The partnership with Infobip extends Nissan's reach through the cloud communications platform's omnichannel capabilities and AI-powered design of interactive experiences.
Why This Matters for Marketers
- It demonstrates how combining voice, gamification and messaging apps can elevate standard marketing campaigns into deeply engaging experiences that capture attention and data.
- The high conversion and engagement metrics reflect how immersive, interactive campaigns can outperform more traditional outreach in saturated markets.
- For brands and agencies, this underscores the value of aligning channel choice (WhatsApp), format innovation (voice game), and strong mobile-first context—especially where users are digitally native and mobile-centric.
- The campaign also illustrates how lead acquisition can become more fun and shareable, turning participants into brand advocates rather than just passive recipients.
Considerations for Brands
- While results were strong, brands should evaluate how the interactive format fits their overall campaign strategy ensuring it aligns with the target market, brand personality and mobile usage patterns.
- Data capture and privacy protocols must be robust when deploying gamified voice or interactive experiences, particularly via messaging apps with global reach.
- Operational readiness matters: delivering such campaigns requires the right tech stack (chatbot, voice-recognition, CRM integration), experience design and media-planning to support high session volumes and conversions.
- Brands should ensure measurement frameworks are in place to capture not just engagement and conversion, but downstream metrics like user retention, brand sentiment and actual sales impact.
- For future deployments, consider scaling: once the model is proven, replicating in other geographies/channels needs localization, language adaptation and channel optimization to maintain performance.
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