Brief

To promote the new Megane, Renault launches #MeganeExperience. The operation, led by Publicis Conseil, is held in collaboration with We Are Social, Lost Mechanics, Hopscotch and OMD. It is based on a simple principle: “live automobiles sensations for real”.

Concept

The New Renault MEGANE’s TV spot shows scientists trying to understand the effects of driving on the driver, with a final promise: “Activate your Sensations”. We Are Social took up the challenge and offered Renault to make it “In Real Life”.

In order to do that, we worked hand in hand with We Are Social to embed a data collection system in the cars in order to describe what one feels when driving.

To observe the feelings of drivers, we equipped each car with an innovative system: a camera connected to a computer placed in the trunk, to record the face of the driver while an algorithm translates it into Real time sensations felt: pleasure, surprise, serenity and thrill. The driver is monitored with a heart rate sensor and the car with a data acquisition box to record engine data.

Then, all of this data is sent to Renault's server. Each person that participated can find their driving experience, enhanced with data that qualified their feelings during the workshops. These contents are accessible to all, on a unique platform.