The Renault lifestyle-oriented sonic identity, which breaks from typical car sounds, emphasizes vibrancy and human connection. Its integration across events, shows, and digital media boosts its appeal to younger audiences.
An iconic brand in the automotive industry, Renault repositioned its brand from product-directed to lifestyle-oriented. They realised the value in having a Renault sonic identity.
The new brand strategy focused on 3 core values:
Vibrancy
Connection to People
Forward Looking
The new tagline: Passion for Life.
New Brand Strategy for the Renault sonic identity :
Benchmark showed that the category defaulted to metallic sounds, car and engine UX sounds. Renault defined a new audio vocabulary that set the brand apart.
In the automotive industry, people are rarely put at the heart of the subject.
Sonic branding across all segments within the group:
Renault Sport & Renault Pro
Sixième Son manages the sonic design and support for content across all of Renault’s touchpoints; events, automotive shows, digital, sub-brands (Renault Sport & Pro), internal videos, podcasts and the customer service line, to name a few.
Succeeded in improving perception of the brand in people 35 and under:
65% more modern / 62% more enthusiastic
60% more unique / 65% more momentum
International Sound Awards in 2018: Winner for Renault R.S. (Sonic Branding).