| Title | REAL VIEWS |
| Brand | RENAULT |
| Product/Service | RENAULT MÉGANE |
| Category |
A03. Cars & Automotive Products & Services |
|
Entrant
|
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.
Results
With 85.685 real views over 5.250 km the New Mégane gathered over 16 real views per km. Quite impressing in a country with 370 inhabitants per square km. Especially during the cold winter 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 time. More people were exposed to the car in real life than on Renault Belgium's Facebook and Twitter pages, and even those had earned quite the free attention with 25.725 natural Facebook impressions and 11.7014 on Twitter.
It was all about direct results. Direct views. How would people react the exact moment they saw the new Mégane?
To make clear how much the New Mégane 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.