Sixième Son is a global sonic branding agency that creates long-lasting sonic identities, designs sonic interfaces for human-machine technology and provides soundscapes for environmental brand experiences.
RENAULT - Passion for Life
An iconic brand in the automotive industry, Renault repositioned its brand from product-directed to lifestyle-oriented.
The new brand strategy focused on 3 core values:
Connection to People
The new tagline: Passion for Life.
New Brand Strategy :
In the automotive industry, people are rarely put at the heart of the subject.
Benchmark showed that the category defaulted to metallic sounds, sounds of the car and its engine. Renault defined a new audio vocabulary that set the brand apart.
Sonic branding across all segments within the group:
Renault Sport & Renault Pro
Succeeded in improving perception of the brand in people 35 and under:
65% more modern
65% more enthusiastic
65% more unique
65% more momentum