Renault has collaborated with influencer ASMR Zeitgeist as it integrates autonomous sensory meridian response (ASMR) to highlight the experience of driving an electric vehicle to the online audience on YouTube.
ASMR is described as a tingling sensation experienced in the head and neck that is triggered by certain sounds. The campaign, conceptualised by The Loft, Publicis Conseil, features ASMR Zeitgeist creating sensations in order to make people relax by tapping on Renault's newly launched model Zoe.
ASMR Zeitgeist said: “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.”
Carine Gailliez, content and media director, Renault said: “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, said: “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.”