Renault is the first car manufacturer to create its own virtual ambassador, Liv, for the new Renault KADJAR model. Today, we all live two lives: real and virtual. "People have long separated their relationships into real and virtual ones. We distinguish between real and unreal, between light and dark, etc. A large part of our culture is based on this," explains sociologist Stéphane Hugon. This duality is gone.
The line between reality and virtuality is increasingly blurred, the real world feeds the virtual and vice versa. So why not connect your "virtual personality" with your "real personality"? Why not consider the next step, ie. a virtual being created from computer-generated images that would become more human through the emotionally intense human experience of driving the new KADJARJ?
This is the challenge he has set for himself Renault for the advertising campaign for his new Renault KADJAR, for which he created a virtual ambassador named Liv. This is the first such case in the automotive industry.
Today we all live real life and virtual life in social media. In Great Britain they found that Britons spend an average of almost 2 hours a day on social media and almost 6 hours a day online*. However, there is a growing trend of returning to authentic relationships and contacts and to revealing one's true self. This yearning to share authentic details from our real lives in the virtual world is affirming the meteoric rise of instant forms of social media. Thus, these two worlds merge into one, in which there are no more borders, which further glorifies the authentic and unique moments in our lives.
"This is the meaning of Renault's existence, its "raison d'être". We have always made vehicles that meet the needs of people in real life, to make it easier for them, and at the same time to make it more magnificent... This is also proven by the brand slogan "Passion for life". That is why today we are continuing our efforts by starting the sale of the new Renault KADJAR sports utility vehicle. And who could feel more real behind the wheel of this vehicle and better able to show the authenticity of the experience than a virtual ambassador?" she notes. Gaëlle Le Grouiec, Renault's Director of Marketing Communications for G9 Europe.
New ones Renault KADJAR is a genuine sports utility vehicle that fully embodies the leading idea of the brand, i.e. to make vehicles for real people, both for their everyday lives and for their travels. It has all the necessary virtues: a completely new selection of gasoline and diesel engines for greater driving pleasure and two- or four-wheel drive. It is also comfortable, spacious and reliable, while still having an attractive exterior.
In this advertising campaign, Liv, who is still a blank slate, will meet with authentic driving experience and a return to reality. With the help of a virtual ambassador, Renault wants to prove how authentic, exhilarating and exciting the sensations are in the vehicle and that the experience, although Liv is virtual, is completely real. During her journey, Liv will gradually become more alive and human, as she will eventually become.
“Liv exists and that's a fact. She will be present on all our media vehicles in this campaign for the SUV, so you will see her in digital media, on TV and elsewhere. We hope to be able to travel with her to more European countries so she can experience even more emotions," concludes Gaëlle Le Grouiec
