Renault Case study Real Views [image] by Publicis Brussels

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Real Views [image]

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Industry Cars
Media Case study
Market Belgium
Agency Publicis Brussels
Director Jan Boon
Creative Director Tom Berth, Geert De Rocker
Copywriter Maarten De Maayer
Creative Kermit Cota, Marc Richard Vander Heyden
Digital Creative Director Naim Baddich
Strategic Planner Dieter Riemaeker
Released March 2016

Awards

Cannes Lions 2016
Promo And Activation Digital & Social: Use of New Technology Bronze Lion

Credits & Description

Agency: Publicis Brussels
Brand: Renault
Country: Belgium
Advertising Agency: Publicis Brussels
Entrant Company: Publicis Brussels
Media Agency: Publicis Brussels
Pr Agency: Publicis Brussels
Production Company: Everything Is Fun, Brussels
Account Director: Muriel Douchain (Publicis Brussels)
Account Manager: Allen Marchant (Publicis Brussels)
Strategic Planner: Dieter Riemaeker (Publicis Brussels)
Creative: Kermit Cota (Publicis Brussels)
Digital Producer: Tanguy De Kelver (Publicis Brussels)
Creative Director: Geert De Rocker (Publicis Brussels)
Copywriter: Maarten De Maayer (Publicis Brussels)
Creative: Marc Richard Vander Heyden (Publicis Brussels)
Account Manager: Aline Huls (Publicis Brussels)
Film Producer: Marc Van Buggenhout (Asp)
Digital Creative Director: Naïm Baddich (Publicis Brussels)
Creative Director: Tom Berth (Publicis Brussels)
Developer: Tim Knapen (Indianen)
Film Producer: Tuyen Pham (Asp)
Director: Jan Boon (Geronimo)
Campaign Description:
To make clear how much the New Megane really stands out from the crowd as a passionate car we had to focus on the attention that really matters. Where online impressions and other digital metrics are definitely a good indicator for a car's popularity, it's not what truly matters. After all, once you've bought a car you'll be driving it in the streets and not online. That's why we decided to capture the amount of attention the car gets exactly where it should: on the streets in real life.
Strategy:
The New Renault Mégane is designed to make a difference. Not in a fancy tv-commercial or by a stylish picture in a billboard but on the streets. Being seen and capture the glance of the people in the street that’s what really matters for a car brand. Therefore we set up an innovative and unique experiment to find out how many people wanted to truly see the car.
Synopsis:
The New Megane is created to let people wake up their passion. We had to clearly install this positioning in a crowded and monotonous car market. Next to that we were tasked with amplifying the already existing pre-launch interest amongst car lovers.
Outcome:
With 85.685 real views over 5.250 km the New Megane gathered over 16 real views per km. Quite impressing in a country with 370 inhabitants per square km. Especially during the cold winther months when we spend the bigger part of our days inside.Over 21.000 people visited the Real Views website and spent, on average, 1 minute following the car in real timeMore people were exposed to the car in real life than on Renault Belgium's Facebook and Twitter pages, and even those had earne quite the free attention with 25.725 natural Facebook impressions and 11.7014 on Twitter.
Execution:
The Real Views car is fitted with 6 camera's, 3 computers, a GPS transmitter and a 4G router. Together with tailor-made facetracking software the car is able to autonomously keep track of the number of people checking it out, both whilst driving and standing still. A counter on the back of the car indicates the number of looks it caught.To make sure we got the most accurate count, we tested our facetracking software on over 13.000 faces in order to get it exactly right.The digital part of the campaign was built around www.realviews.be where you can get a realtime status of the New Megane: How many people couldn't resist to look and where is it driving right now?Untill January 2016 the New Megane drove around Belgium's biggest cities, most popular spots and even the national Auto/Moto/Van salon.