Naked Communications has launched its new campaign for the Renault Latitude. The Stress Test Drive is a departure from traditional passive, image led car advertising. Rather than 'romancing the metal' the experiential campaign invests in offering drivers the opportunity to experience the Latitude first hand, in particular, the range of stress relieving features.

Utlising extensive research into Australian drivers and stress analysis via facial expression recognition technology to measure driver stress levels, the results of the research informed the experiential, PR, online and content elements of the campaign.

Chris Brown, marketing director of Renault Australia said the manufacturer wanted to find a creative way to let people experience the car and all of its features.
"The Latitude is a very sophisticated car and offers the driver luxury that can't be found in other cars of a similar price point," he said. "We worked closely with Naked to develop the campaign and we are extremely pleased with how it’s come together."

The online element can be viewed here and people will be able to Stress Test the Renault Latitude for themselves directly from city locations.

Sesh Moodley, Creative Director of Naked Communications said he believed the campaign was a very interesting take on the traditional product demonstration.
"We used an experiment to dramatise the difference you feel driving the Latitude versus your everyday car," he said. "The experiment was captured in a series of online documentary styled films and people will then be able to stress test drive the Latitude for themselves."

Naked Communications partner Adam Ferrier said working with like minds at Renault was a positive experience.
"We are always interested in getting people to act, rather than just passively receive a message," he said.