WRITTEN BY ZOE

TitleWRITTEN BY ZOE
BrandRENAULT NORDICS
Category A07. Use of Real-time Data
Product/ServiceRENAULT ZOE
Entrant EDELMAN DEPORTIVO Stockholm, SWEDEN
Idea Creation EDELMAN DEPORTIVO Stockholm, SWEDEN
PR EDELMAN DEPORTIVO Stockholm, SWEDEN
Credits
Name Company Position
Edelman Deportivo Edelman Deportivo Communication Agency
Wolfmother Wolfmother Technical partner
Diktator Diktator Production

The Campaign

We turned a rational advantage into an emotional and challenged the category conventions by creating an experiment showing what 400km really means. We let the car Zoe tell an interactive story of friendship and realness on the road by writing the last chapter of Jack Kerouac's cult classic "On The Road". Using AI technology and sensors, we collected real-time driving data, ranging from control and speed to geo data, weather and timing, which was converted into a story based on how the car was driven. Thus Zoe created a story about friendship, adventure, joy and sadness, but also innovation in an emotional way. When it comes to the tonality, emotions and social undertones of “On the Road”, we’ve been using Watson (IBM’s supercomputer and AI) to help us both analyze and compare the original book with our new interpretation. As well as with the new stories that our author has been producing for us. We spread the campaign using teaser movies, a hero movie, a making-of-movie, influencer collaboration, and only used Facebook and Youtube as channels. We also used PR with media outreach and even let reporters drive the car.

Over half of all who saw the campaign thought it was engaging, a very high result when OMD's online video average is around 20%. We reached a big impact among audiences who are hard to engage and achieved a global reach of 57 million people. We beat all our emotional goals with the Zoe campaign with a very big margin; 344% uplift in Like (from 18% to 62% with benchmark of 52%) 500% uplift in Inspiration (from 7% to 36%) 534% uplift in Interested (from 6% to 33%) 509% uplift in Freedom (from 6% to 29%) In particular, we managed to increase the consideration with 112% (from 11% to 23%), the purchase intent with 200% (from 20% to 60%), thereby proving the strong connection between emotional and innovative communication and business benefits. While the category in H1 2017 increased with 40%, Renault's order intake for Zoe in Sweden increased with 300% during the same period. Together with Renault, we created relevant and efficient communication that with a purely emotional message succeeded to cut through one of the most intense and generic communication categories straight to the heart of our target group.

For Renault we created relevant and efficient communication in a data driven way by letting their car Zoe write the last chapter of the fictive Karouac cult novel “On the Road” in real-time, using AI technology and driving-data. We beat all our emotional campaign goals and managed to increase the consideration for those who observed the campaign with 112% and the purchase intent with 200%, thereby proving the strong connection between emotional and innovative communication and business benefits.

Our interpretation of “On the Road” has been analyzed by Watson (IBM’s supercomputer and AI) to correspond to the original at its best. Data is collected and processed in real time by the cars sensors and from open APIs such as Google Maps. Depending on how, where and when the car is running, the data history is affected – giving the car unique interactive stories each time it’s running. The story also reads in real time and is automatically printed out after travel. Technically, we’ve been building something that we call "The Brain", which is an interface that handles our authors texts, as well as the cars internal sensor data we receive via the OBD2 scanner and the external data we pick from open APIs like Google Maps, Darksky (Weather), upload.nu, etc. In the interface, we've also connected Watson (IBM's supercomputer and AI) to help us analyze the “On the Road” original book when it comes to tonality, emotions and social undertones, while this also compares the new stories that our author brings forth, that is, our interpretation of “On the Road”.