The New Mégane is created to let people wake up their passion. We had to clearly install this positioning in a crowded and monotonous car market. Next to that we were tasked with amplifying the already existing pre-launch interest amongst car lovers.

In the video summary of the campaign we start by showing what a ‘real view’ looks like. It could be when you’re sitting in a café, it could be when crossing the street. The thing that identifies a real view is the authenticity and the surprise. We then show what sets us apart from any other traditional campaign. We don’t use YouTube views, or the amount of shares as a measure for success, but we use real views. How we managed to capture these is explained by Tom, a brilliant geek. We first tested the facial recognition cameras on 13.000 faces before launching it. You can also follow how the amount of real views evolved while the car was driving around on newmegane.renault.be.

The Real Views car is fitted with 6 camera's, 3 computers, a GPS transmitter and a 4G router. Together with tailor-made face tracking software the car is able to autonomously keep track of the number people checking it out, both whilst driving and standing still. A counter on the back of the car indicates the number of looks it caught. To make sure we got the most accurate count, we tested our face tracking software on over 13.000 faces in order to get it exactly right. The digital part of the campaign was built around www.realviews.be where you can get a real-time status of the New Mégane: How many people couldn't resist to look and where is it driving right now? Until January 2016 the New Mégane drove around Belgium's biggest cities, most popular spots and even the national Auto/Moto/Van salon.