Powered by
Audience Path
Brands
Renault 4 E-Tech Electric creative, ideally showing the EchoAI conversational unit with the eight interest areas.
3.383
Unique conversations
4.061
Questions asked
82%
Video completion rate
Awareness does not answer the questions that matter when someone is deciding whether to buy an electric car. For the launch of the Renault 4 E-Tech Electric, Renault France became the first automotive brand in the country to run a conversational campaign, and got 4,061 questions in two weeks.
Watch the story
Inside Renault’s conversational campaign for the R4 E-Tech Electric.
“We truly moved from a simple advertising experience to a real conversational experience with our customers.”
The challenge
Answering the questions that decide an electric vehicle purchase
Traditional automotive advertising focuses on reach and frequency: show the car, highlight the features, drive awareness. For electric vehicles that leaves the hardest part unaddressed, because potential buyers have specific practical questions a standard video ad simply cannot answer.
Price, real-world range, ecological bonus eligibility, test drive availability. These are the concerns that decide an EV purchase, and they arrive at the exact moment interest peaks. Renault needed to be present for them rather than hoping a viewer would remember to look them up later.
The strategy
Eight interest areas, and a format that answers instantly
The campaign let consumers get answers across eight key interest areas: range and charging, customisation, design, advanced driver assistance, interior space, driving pleasure, connectivity, and their own custom questions. That last category matters as much as the other seven. Anticipating what people will ask is useful, but leaving room for what you did not anticipate is what turns an ad into a conversation. The questions asked during the two-week flight were unmistakably those of people considering a purchase: what is the real price, what is the range on the motorway in winter, is it eligible for the ecological bonus, when will it be available, can I book a test drive, can I reserve one, where is it manufactured, what financing is available.
1
Discover the EV consideration audience
2
Map the eight interest areas
3
Engage through EchoAI
4
Leave room for the unexpected
5
Verify on engagement depth
“At Renault, we seek to create genuine dialogue with our customers. With this campaign, we wanted to go beyond simple advertising exposure. Thanks to EchoAI 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.”
The results
Ahead of market benchmarks on every measure that mattered
The traditional metrics were strong: 3.3 million impressions, 82% video completion, 0.97% click-through and 4.44 seconds of attention time. The conversational metrics are the ones that changed the conversation internally. 3,383 unique conversations and 4,061 questions asked in two weeks. Range and charging accounted for 22% of interactions, the number one concern for electric vehicle shoppers. Customisation drew 16%. And 85% of questions aligned with the suggested themes, validating the campaign strategy, while 15% were personalised questions revealing concerns nobody had anticipated. Questions about test drives, reservations, pricing and financing are not curiosity. They are purchase intent, expressed in the consumer’s own words at the moment it occurs.
3.383
Unique conversations
4.061
Questions asked
82%
Video completion rate
85%
Of questions aligned with key themes
Why this matters for automotive marketing
Renault’s R4 launch redefines what an automotive campaign can be measured on.
Real-time answers remove barriers
Conversational ads respond instantly at peak attention, closing the gap between curiosity and consideration.
Qualified engagement is the better metric
Questions about test drives, pricing and availability signal intent far more reliably than impressions or completion rates.
4,061 questions is a research asset
The questions create a roadmap of consumer concerns and objections that informs product strategy, messaging and sales enablement.
Key Takeaways
Conversation quality over impression quantity
3,383 engaged conversations provide more value than the same number of passive exposures.
Listen to learn
Real consumer questions reveal what actually matters in the purchase journey.
New performance metrics
Engagement depth becomes the standard for measuring campaign success.
Pioneer advantage
The first conversational automotive campaign in France created genuine competitive differentiation.
Related Content
Subscribe to our Newsletter
Stay updated on the latest Dailymotion Business product updates and case studies.
