| Title | REAL VIEWS |
| Brand | RENAULT |
| Product/Service | RENAULT MÉGANE |
| Category |
E03. Innovative Use of Technology |
|
Entrant
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PUBLICIS BRUSSELS, BELGIUM
|
|
Idea Creation
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Marc Richard Vander Heyden & Kermit Cota |
Publicis Brussels |
Creatives |
The Campaign
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.
Creative Execution
The Real Views car is fitted with 6 camera's, 3 computers, a GPS transmitter and a 4G router. Together with tailor-made face tracking software the car is able to autonomously keep track of the number 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 face tracking 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 real-time status of the New Mégane: How many people couldn't resist to look and where is it driving right now? Until January 2016 the New Mégane drove around Belgium's biggest cities, most popular spots and even the national Auto/Moto/Van salon.