Renault's new audio identity made the brand feel up to 65% more modern and momentum-driven among people under 35.

Renault repositioned from product-directed to lifestyle-oriented and found the automotive category defaulted to metallic, car and engine UX sounds. A new audio vocabulary improved perception among people aged 35 and under: 65% more modern, 62% more enthusiastic, 60% more unique, 65% more momentum.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 36; 'Sonic branding is powerful but requires strategic planning and consistency'

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