Renault Launches First Ever Conversational Campaign with Echo AI

From Advertising Exposure to Customer Dialogue

When Renault France prepared to launch the new Renault 4 E-Tech Electric model, they faced a fundamental challenge in automotive marketing: how to move beyond traditional advertising exposure to create genuine engagement with potential customers.

“At Renault, we seek to create genuine dialogue with our customers. With this campaign, we wanted to go beyond simple advertising exposure”, explains Céline Gassiat, Head of Media at Renault France.

The insight was clear: awareness doesn’t answer the questions that matter in the purchase journey. Consumers needed real-time answers about price, range, ecological bonus eligibility, and test drive availability, at the exact moment their interest peaked.

The Challenge: Answering Questions at the Moment of Interest

Traditional automotive advertising focuses on reach and frequency: showing the car, highlighting features, driving awareness. But for electric vehicles in particular, potential buyers have specific, practical questions that standard video ads can’t address.

“Price, autonomy, ecological bonus, test drives… We wanted to be there, present, for every ask their question, the AI answers. Instantly. Without leaving the format. We move from passive attention to active intention.”

This creative experience is part of Dailymotion’s Engage pillar, building connections beyond impressions through real-time interaction and brand dialogue.

Campaign Strategy:

The campaign enabled consumers to get answers across eight key interest areas:

1. Range & Charging
2. Customization
3. Design
4. Advanced Driver Assistance
5. Interior Space
6. Driving Pleasure
7. Connectivity
8. Custom Questions

The Experience: Real Questions, Real Answers

During the two-week campaign, potential R4 customers asked real questions that revealed their purchase considerations:

What Consumers Asked:

• What’s the real price?
• What’s the range on the highway in winter?
• Is it eligible for the ecological bonus?
• When will it be available?
• Can I book a test drive?
• Can I order/reserve it?
• Where is this model manufactured?
• What powertrains are available?
• Are there financing offers available?

These questions reveal the practical concerns driving purchase consideration, information that static ads can’t deliver but conversational formats address instantly.

The Results: A New Measure of Performance

Traditional Metrics:

• 3.3M impressions delivered
• 82% video completion rate
• 0.97% click-through rate
• 4.44s attention time

Conversational Metrics (The New Standard):

The Impact: From Exposure to Engagement

“Thanks to Echo AI, we were pioneers with this format. We truly moved from a simple advertising experience to a real conversational experience with our customers, which allowed us to introduce our model to the general public,” says Céline Gassiat.

What the Data Reveals:

Consumer Priorities:

• 22% of interactions focused on range and charging, the #1 concern for electric vehicle shoppers
• 16% explored customization options, indicating desire for personalization
• 85% of questions aligned with suggested themes, validating the campaign strategy
• 15% asked personalized questions, revealing unique concerns not anticipated in suggested themes

Purchase Intent Signals: Questions about test drives, reservations, pricing, and financing offers indicate high-funnel engagement with consumers actively considering purchase.

“We no longer measure simple advertising exposure and its quality, but the internet user’s engagement with a product in their purchase journey,” emphasizes Damien Prybis, Director of Digital, Strategy & Investment at OMD France. “A new measure of performance.”

Why This Matters for Automotive Marketing

This campaign demonstrates several key advantages for automotive brands:

Real-Time Question Answering
Conversational ads respond instantly to consumer curiosity at peak attention moments, removing barriers that might delay purchase consideration.

Qualified Engagement Measurement
Questions about test drives, pricing, and availability signal purchase intent—a more valuable metric than impressions or completion rates alone.

Consumer Insight Generation
4,061 questions create a roadmap of consumer concerns, priorities, and objections that inform product strategy, messaging, and sales enablement.

Key Takeaways

✅ Conversation quality over impression quantity: 3,383 engaged conversations provide more value than passive exposures
✅ Listen to learn: Real consumer questions reveal what truly matters in the purchase journey
✅ New performance metrics: Engagement depth becomes the standard for measuring campaign success
✅ Pioneer advantage: First conversational automotive campaign in France creates competitive differentiation

“Welcome to the era of conversational advertising,” concludes Julian Gellier.

Ready to Transform Your Automotive Campaigns?

Discover how conversational advertising can answer the questions your customers are already asking.

About This Campaign

Client: Renault France
Product: Renault 4 E-Tech Electric
Agency: OMD France
Platform: Dailymotion Advertising
Format: Echo AI
Market: France
Period: July 17-31, 2024