“Do you remember the moment you saw you dream car?” This is the first line from the pre-launch campaign film by Publicis Brussels for the new Renault Megane.
The agency created a social experiment, Real Views, to find out how many people “wanted to see the car” – that is, how many people looked at it as it drove through populated areas of Belgium – in real life.
The car was fitted with 6 cameras, 3 computers, a GPS transmitter and 4G router. It then used face tracking software to detect autonomously how many people looked at it, whether it was driving or standing still.
A counter on the rear window showed the number of registered views.
A microsite was set up within the New Megane website where peoole could follow the Real Views the car was collecting and see where it was in real time. Users were invited to guess how many views the car collected ultimately to win two VIP tickets to the Belgium Formula 1 Grand Prix.
