Title	WRITTEN BY ZOE
Brand	RENAULT NORDICS
Product/Service	RENAULT ZOE
Category	D01. Data
Entrant	EDELMAN DEPORTIVO Stockholm, SWEDEN
Idea Creation	EDELMAN DEPORTIVO Stockholm, SWEDEN
PR	EDELMAN DEPORTIVO Stockholm, SWEDEN

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.

Creative Execution

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”. The car is also equipped with a Raspberry Pi, OBD2 scanner, 4G modem and GPS. This equipment sends the data to our "brain" which in turn affects the story, which takes different paths depending on you’re driving and where you are. It can be all about how fast you drive, if it's sunny/rainy/cloudy, what temperature it is (in the car and outside), if you turn (right/left, blinkers), which height you are on, traffic situation (road work, traffic congestion, speed limits), battery life etc. All these different data values are affecting the story. Even local places such as restaurants, shops and environments that are closely woven into the story will make the route more relevant to the driver.