Do you remember the moment you saw your dream car for the first time? Well, thatâ€™s what Renault asks us, while looking for an innovative way to promote Renault Megane.
Thereâ€™s something about the first moment youâ€™re looking at something new, especially when itâ€™s a shiny new car and youâ€™re passionate about the car industry. Renault is aware of that, but apparently a Youtube video was not enough for them as a way to promote Renault Megane. Renault along with the advertising agency Publicis in Belgium decided that Youtube views are not the best possible indicator for the attention a new car invokes, or at least, they serve as a well established indicator, without offering anything innovative. Thatâ€™s why they came up with the idea of unleashing the dream car in the streets, measuring its attention with real views.
Itâ€™s not always easy to measure passion and attention, even with the power of social media, and even today, the best reactions are the ones that occur in real time. As Renault mentions in their campaign, â€œwe decided to collect the views that really matter, those in the streets.â€
Thatâ€™s when they fitted camera and facial recognition software in Renault Megane, turning it into the first car in the world able to detect real views. The concept was successful, as the car managed to gain actual views, while the campaign was encouraging consumers to get rewarded for their attention by visiting a special site, predicting the real views for Renault Megane, with the chance to win tickets for Grand Prix F1.
Thus, Renault managed created a campaign that grabbed the audienceâ€™s attention and also increased traffic, engagement and participation in their contest, all linked to Renault Meganâ€™s promotion. It is becoming harder than ever to appeal to demanding consumers, especially when asking for their valuable attention and this makes the campaign even more successful. It even raised the bar for the competitors to come up with new ideas on how to be innovative and also appealing to the audience.
What do you think?
Advertising Agency: Publicis, Brussels, Belgium
Creative Directors: Tom Berth, Geert De Rocker
Digital Creative Director: NaÃ¯m Baddich
Creatives: Marc Richard Vander Heyden, Kermit Cota
Development: Tim Knapen / Indianen
Copywriter: Maarten De-Maayer
Strategic Planner: Dieter Riemaeker
Digital Producer: Tanguy De Kelver
Web Development: Everything is Fun
Web Design: Not Human – Prspx
Account Director: Muriel Douchain
Account Managers: Allen Marchant, Aline Huls
Film Production Company: Geronimo
TV Producers: Tuyen Pham, Marc Van Buggenhout