The Renault Latitude Stress Test Drive
Here’s something that Renault is unfolding at the moment as part of the launch for the new Renault Latitude in Australia (any guesses who the agency involved is).
Some research conducted by Galaxy found over 80% of people found the drive to work more stressful than work itself. Here’s a article about it, the rest of the research results can be seen on the website at www.stresstestdrive.com.au
Renault then wired up three families with ‘Facial Recognition Technology’ (FRT) and assessed if drivers were more stressed when driving the Renault Latitude vs their normal car. Here’s a video of the results. As the communications unfolds you can expect to see the videos, and accompanying advertising on LinkedIn, in general online, and also in a few other unexpected places.
Finally, they are offering people the chance to Stress Test Drive the car themselves at city locations. They’ll give you free lift to your next meeting, the airport, where ever. It’s at Sydney Monday 12th – 23rd September at Northpoint, North Sydney, Bris-vegas 10th to the 21st October at 363 Adelaide St and then 60 Edward Street.
The thinking behind the campaign is simple. Get people to experience the car as much as possible (either online, or the real thing at the experiential locations).
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Amy
Sep 6th, 2011using behaviour to change attitudes?
Anonymous
Sep 24th, 2011Great work. Saw this in our building this week. Remember reading it on your blog. Good luck with it.
Indian Pharmacy
Dec 22nd, 2011If i got kids someday i will surely kill them in any moment… that's why i don't want kids, they drive my crazy very easily…
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