How does a global company with a strong focus on localization communicate its features in different markets? That’s a challenge we face every day, but a case study in Japan is the perfect example of how to find a solution and have fun doing it.
Case study videos should look beautiful and smooth when they’re finished, but do you have any idea how many problems can pop up when filming them? This one was no exception.
(If you’re the watch-first, read-later type, you can find the video at the bottom of this page!)
Summary of the Japanese Solution
First, we need to talk about why this product was worth making a case study about. The solution in Japan goes above and beyond what’s normally requested in navigation software, throws in some pretty cool features, and has a strong focus on localization. This gave it plenty of perks for Japanese drivers, but what was the best way to show it to them?
Planning the Case Study
We knew we needed a clever way to show these features, and a video seemed to be the best option. First we thought about just zooming in on the dashboard while a demonstrator showed the features, but that didn’t lead to a video we were proud to show. It was time to go to Japan and make something amazing.
The NNG team in Japan is a diverse bunch, being made up of Japanese, Hungarians, and Indians, and they were really helpful in this process. Plus, a Hungarian colleague in our Budapest office has a Japanese wife and a strong expertise on the country and culture. And of course, a dedicated team in Budapest, who made our Japanese solution run on any device we throw it at. All these different viewpoints were valuable to the project.
I packed all the necessary gadgets and camera gear, the team helped plan a good demonstration route, and the Japanese Country Manager borrowed a Jaguar XF from a partner.
Filming the Case Study
The filming itself was done over a two-and-a-half-day period. The sun was shining brightly on the first morning, so we captured all the interior views of the car.
The afternoon started on the roof of a large parking garage, and there was a beautiful view of the bay and the bridge in the background. Unfortunately, the weather wasn’t perfect any more. The wind was so intense that we could barely capture their words, and the colorful sunset turned to darkness before the second speaker was recorded.
We had to film the rest the following day, but we had only reserved the parking garage for one afternoon, so we had to find a new location that looked similar. But, now it was raining. It took many trips to multiple locations to get all the night and day images, and the third day we set out to film the Jaguar on the road. It was a morning spent driving in circles, but we got all the shots we needed!
Two Trips in One
NNG employees spend a lot of time navigating around the globe, and multiple others were in Japan at the same time, and the trips were scheduled so this case study creation would overlap with a press event. So, we then headed to a hotel where we used the camera equipment – now set for still shots – to capture NNG’s new CEO being introduced. This was easier said than done. There were many challenges with chargers, plugs, and batteries, but it all worked in the end.
Plus, the parking garage of the hotel had some deep levels with very impressive cars. Ferraris are a fairly common site in major cities like Tokyo, but these were very rare, top-of-the-line models that made the gearhead inside of me jump with joy. I wish I’d see more of these around, but at least I’m confident that drivers of newer Ferraris get lost a lot less. I know more about their navigation than I can tell you.
Not everything survived the trip!
Felt Like a Formula One Driver
The experience of making this case study video made me feel like a formula one driver. There were so many moving parts, advanced planning, and a lot of teamwork, and if I made one little error (such as erasing the wrong memory card), everything would go to waste.
Fortunately, it all worked out well in the end. I’ll never forget making this video, and we’re all very proud of the results!
Without further delay, here is the video:
