Renault launches the Latitude with ‘Stress Test Drive’ campaign via Naked Communications
Renault Australia today launched the new Renault Latitude with the ‘Stress Test Drive’ campaign created by Naked Communications. The work is a departure from traditional passive, image led car advertising that insists on ‘romancing the metal’. Instead, this campaign invests in offering people the opportunity to experience the Renault Latitude first hand.
The campaign allows people the chance to experience the extensive range of stress relieving features of the Renault Latitude versus their current car. They have utilised extensive research into Australian drivers and stress analysis via facial expression recognition technology to measure driver stress levels. The results of this research informed the experiential, PR, online and content elements of the campaign.
Says Chris Brown, marketing director of Renault Australia: “The Renault Latitude is a very sophisticated car and offers the driver luxury that can’t be found in other cars of a similar price point. We wanted to find a creative way to let people experience the car and all of its features. We worked with Naked to develop the ‘Stress Test Drive’ campaign and we are extremely pleased with how it’s come together.”
The online element can be viewed at stresstestdrive.com.au. Further, consumers will be able to Stress Test the Renault Latitude for themselves directly from city locations.
Says Sesh Moodley, creative director of Naked Communications: “We used an experiment to dramatise the difference you feel driving the Latitude versus your everyday car. We believe this is a really interesting take on your traditional product demonstration. The experiment was captured in a series of online documentary styled films to encourage people to Stress Test the Latitude. People will be able to stress test drive the Latitude for themselves at a variety of city locations.”
Adds Adam Ferrier, partner of Naked Communications: “We are always interested in getting people to act, rather than just passively receive a message. It was great to work with like-minded people at Renault.”
Renault Australia
Chris Brown, Marketing Director
Katrin Illig, Marketing Coordinator
Naked Communications:
Paul Swann, Head of Ideas
Sesh Moodley, Creative Director
Natalie Musico, Head of Expression
Paul McGilvery, Expression
Amy Adler, Expression
Louise Pogmore, PR
Adam Ferrier, Strategy
Matt Scotten, Communications Director
V.I. Melbourne
Kieren Redpath
Mitchell’s
Andrea Cehovin
Leon Sammartino
Photoplay
Scott Otto Anderson. Director
Oliver Lawrance, Producer
17 Comments
Interesting idea. Will like to see how it plays out.
Nice idea a bit let down by weak proof point. The chart showing the marked drop in stress wasn’t all that impressive. Maybe that’s why it took so long to get to the point, the point wasn’t worth getting to. Apart from massage chairs what makes this car less stressful? It’s not clear. All new cars have air-con etc. That’s not going to find your kid’s biscuit when he drops it and yells blue murder on the freeway.
Yeah, whatever your opinion of the work might be, this ‘experiment’ is scientifically invalidated for the simple reason that the family knows its being tested. Of course there are significant (technical and ethical) challenges to actually doing that, but before people start putting forward this sort of stuff as fact, perhaps they should look up what ‘double blind’ means in the nearest scientific dictionary. There’s a very good reason why all quality scientific testing precedes under that method. This is about as scientifically sound as anything you’re likely to watch on Mythbusters.
unmitigated tosh.
Not a bad strategy. Will resonate with some for sure.
Refreshing change from each time I go to watch a SMH clip, preceded by an Alfa Romeo ad and cliched continental accent saying ‘know you’re aliiiiiiiiiiiive’.
Well done everyone – this is actually looking like a comments thread and not just a bitch fest (except for 12.48 but no matter). For mine, I like it. Interesting way to get the cars message across, and a lovely insight. The films are funny and I’m quite sure they are not meant to be serious. Nice work to those involved.
I have to say that the only reason I would ever buy a Renault is for it’s safety record, besides from that it would be bottom of my list. Stress is caused by being late or other drivers in my oppinion, therefore I would like the stress test to be done with someone riding a ducati, and a big foot monster truck through Sydney CBD at 4.30pm on a Friday, that would be entertaining.
Oh one last thing is anyone else getting hacked off with the marketing terms thrown in to every sentence? I mean why price point not just price, and if I here outside the square again I’ll go nuts.
so the ‘agency’ says ‘we are always interested in getting people to act’ and then goes on to support this comment by saying renault acted. I think this sums up the whole campaign perfectly….naked are happy, the renault marketing manager is happy, but no one else gives a toss.
Really interesting idea. Like it.
Nice work guys! “I left my bag at home” too funny.
Do the massaging seats give you an orgasm?
That was really funny. I liked it, lots of nice little laughs especially the ‘ginseng bath-house on wheels’ and ‘that massage chair is touching things that haven’t been touched in a long time’.
Be interesting to see where this goes, it’s a great idea (car to reduce stress), whether it came from the product or the agency, both should be applauded for putting that front and centre.
Good stuff guys.
sweet as.
C’mon Naked junior account director, you can come up with more than ‘sweet as’.
Like the idea and a very different approach. Don’t know how it compares to more traditional approaches but good on them for giving it a go. The videos are fantastic – nice one Scott.
We miss you Mumba!
cool. waiting for the tvc