| Title | UNIQUE LAUNCH |
| Brand | RENAULT |
| Product/Service | AUTOMOBILE |
| Category |
A04. Data Storytelling |
|
Entrant
|
4129GREY Istanbul, TURKEY
|
|
Idea Creation
|
4129GREY Istanbul, TURKEY
|
|
Media Placement
|
WAVEMAKER İstanbul, TURKEY
|
Credits
| Alemşah Öztürk |
4129Grey |
CEO & CCO |
| Ahmet Terzioğlu |
4129Grey |
Creative Director |
| Kayhan Dural |
4129Grey |
CDO |
| Emrah Yıldırım |
4129Grey |
Creative Team |
| Oğuzcan Arslan |
4129Grey |
Creative Team |
| Bilal Öztaş |
4129Grey |
Creative Team |
| Zeynep Özdoğan |
4129Grey |
Strategist |
| Hande Çetin |
4129Grey |
Brand Director |
| Yunus Taşköprü |
4129Grey |
Account Supervisor |
| Selin Şahin |
Wavemaker Turkey |
General Director |
| Sibel Ülkü |
Wavemaker Turkey |
General Director |
| Özlem Karşıyakalılar |
Wavemaker Turkey |
Group Director |
| Aliye Çakıllı |
Wavemaker Turkey |
Managing Director |
| Ali Ersoy |
Wavemaker Turkey |
Managing Director |
| Selçuk Usluer |
Wavemaker Turkey |
Media Manager |
| Berkay Kaya |
Wavemaker Turkey |
Media Manager |
| Tilbe Katipoğlu |
Wavemaker Turkey |
Media Manager |
| Murat Yürekli |
Wavemaker Turkey |
Media Manager |
| Cansın Erdinç |
Wavemaker Turkey |
Media Manager |
| Onur Hakan Bal |
4129Grey |
Creative Team |
| Aytaç Erdoğan |
4129Grey |
Creative Team |
Why is this work relevant for Creative Data?
While looking for a new way, we came across an excessive repetition in the communication language of the market. We scanned automobile ads with Vircon Al R&D center; We identified visual, auditory and textual similarities and clichés. We created a campaign that redesigns the codes of the market and transforms the stereotypes into a new communication language. e started an ambitious and innovative process in the automotive sector by ending prejudices about "the consumer does not get it”.
Background
The automotive advertising has been focusing on similar text, visual and audio codes for a long time. The way to describe the unique features in our interior design couldn't be possible by designing an advertising campaign that repeats the same communication patterns. We have decided that it was necessary to examine them first and find out all the clichés.
Describe the Creative idea / data solution (20% of vote)
We identified visual, auditory and textual similarities and clichés. We broadcasted our launch film, created with a unique visual language and unique text, on all national channels. We created radio spots with the ASMR method, which hasn't been used in radio spots so far. We created microsite that contains all the clichés listed by artificial intelligence. We have reached more than 30 million people from traditional and digital channels. On the 7th day of our campaign, we had to stop our media investment because all of our vehicles were sold out.
Describe the data driven strategy (30% of vote)
In order to detect communication stereotypes in the automobile industry, 362 commercials previously shot in the industry were collected and analyzed. In the analysis carried out in cooperation with Vircon Artificial Intelligence R&D Center, 2 separate artificial neural networks were created to detect automobile advertising cliches. As a result of this work, a unique campaign was created without including any visual and auditory clichés.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
The sounds of the videos were converted into spectrograms and "analysis of visual representations of sound waves" was performed in these spectrograms. After the visual and auditory cliches were compiled, the idea of the campaign was started to be prepared for all platforms, without including any of these clichés. Shortly after entering the spring campaign cliches were shared with Renault in Turkey in a special section of the website under the whole of Turkey.
List the data driven results (20% of vote)
The unique features of the new CLIO are explained in 6 separate films. For each of the features of Mutlisense, RS Line, 1.0 Turbo X-Tronic engine, wireless charging, 360 cameras, hands-free parking assist and active emergency braking system, New CLIO meets customers with its own unique 6 unique mini stories. In films that take place in an unusual environment, both the vehicles and the voice-over that convey the story convey the unique aspects of the New CLIO to car lovers with choreographies and texts that escape the clichés determined by artificial intelligence.