For its latest campaign, Renault has turned to the YouTube ‘brain massage’ trend, ASMR, to let online audiences experience the feeling of driving the Renault ZOE.
Created by The Loft, Publicis Conseil, the campaign triggers ASMR sensations through sounds elicited by the ZOE’s features. 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.
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.”