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Have you ever driven an electric vehicle before? Lots of people don’t know how smooth and relaxing the experience actually is. It’s for this reason that Renault has turned to YouTube ‘brain massage’ trend, ASMR, in its latest campaign to give online audiences the variety of sensations of driving electric vehicle, Renault ZOE, the most sold electric car in Europe since its launch.
Created by The Loft, Publicis Conseil, the campaign triggers ASMR sensations through the sounds elicited through the ZOE’s features: driving mode, electric plug, leather seating and more. The campaign aims to introduce a new community to ASMR through a short ZOE x ASMR teaser video, as well as engaging the ASMR YouTube community through a 15-minute extended experience.
Renault and The Loft collaborated with ‘ASMRtist,’ ASMR Zeitgeist, to create the videos, as well as a series of supporting assets.
The choice to collaborate with ASMR Zeitgeist came easily, as Renault wanted to work with an ASMR expert to make the campaign authentic. They were particularly drawn to ASMR Zeitgeist because of his inventive work on sound and experimentation with objects. With over 600k YouTube followers, ASMR Zeitgeist, is an influential force within the ASMR community. He said of the Renault partnership: “ASMR and Renault ZOE fit really well together as the driving experience in an electric car is different because it is so quiet – I was surprised at how it relaxes you immediately.”
ASMR (Autonomous Sensory Meridian Response) is a tingling sensation experienced in the head and neck that is triggered by certain sounds. The feeling is only experienced by certain people and is proven to make people feel relaxed and calm.
ASMR is a natural fit to communicate the comfort of driving a Renault ZOE, thanks to its zero noise and zero emission, which gives the feeling of relaxation for the driver.
A recent brain monitoring study showed that the quieter driving environment of an electric vehicle can have significant mental health benefits.
Viewers have continued to flock to YouTube in their millions since the ASMR trend exploded in 2016, but only recently have researchers been able to back up these relaxation claims with science.
Carine Gailliez, Content and Media Director, Renault, explains: “Not a lot of people know that driving an electric vehicle is a completely different feeling to driving a traditional vehicle. We thought about how we could give audiences the smoothness and relaxation feeling that you get when driving a Renault ZOE through a mobile or computer screen. We also wanted audiences to be environmentally conscious of the nature surrounding us. ASMR was the perfect way to do this!”
Jean-Guy Saulou, Managing Director, Publicis Conseil: “ASMR is a huge internet trend that continues to grow daily, although lots of people still don’t know what this weird phenomenon is. We wanted to find a way to show the driving sensation of Renault ZOE, by introducing this interesting topic to our audience, as well as engaging the existing ASMR community with ZOE’s ASMR benefits.”
The campaign was created by the Loft, the same team that created the Postman, an animated Valentine’s Day love story that communicates the silent benefits of Renault Kangoo ZE, an electric vehicle from Renault’s UV range.
Executive Creative Director: Marcelo VERGARA
Creative Directors: Yves-Eric DEBOEY & Mathieu DEGRYSE
Artistic Director: Lucas PERISSEL
Copy writer: Pierre GRIFFON
Strategic Planning : Filippo DELL'OSSO, Kimberly MARIE-LOUISE
Accounts: Jean-Guy SAULOU, Fabrice DERRIEN, Melanie HUGHES, Maria NAFAKH
Junior Project Manager : Mathilde LACOUR
Production Coordinator: Nathalie BOUSQUET
Production : FrancineFramboise
Directors: ZEITGEIST & Marianne Maurice
1st assistant director : Victoire Gounod
Executive Producer: Stéphanie Huguenin
Line producer: Idir Barrache
DOP: Arthur Cemin
Sound engineer: Benoit Mouet
Assistant sound engineer: Emile Caubel
Post production Firm :Julie Perrono
Editing: Antonio Lizzio
Grading: Nicolas Gauthier
Soundtrack Production: Kouz
Carine GAILLIEZ, Giovanni COSTA, Alexandra CHARBIT, Sara ROSENBERG