Renault Espace: iPad 360° View

The Renault Espace is a large MPV from French car-maker Renault. With a new iPad app, Renault gives users an onboard view of the Espace like never before.

The application is a 360 degree interactive video. All you need to do is tilt your iPad and explore different angles as if you were right there.

A virtual showroom that behaves like your head

The mechanism is refreshingly direct. The app uses the iPad’s motion sensors to map physical movement to viewpoint changes inside the car. Instead of tapping through static photos, you “look around” by moving the device.

In automotive consideration journeys, anything that increases spatial understanding of the interior helps bridge the gap between online browsing and a test drive.

Why it lands

Interior experience is one of the hardest things to communicate in standard car marketing. This solves that by letting the user control perspective. It also creates a calmer kind of interactivity. No menus, no instructions, no friction. Just tilt and explore.

Extractable takeaway: When your product has a strong spatial component, give people viewer control over perspective. It builds confidence faster than adding more copy.

What Renault is really trying to achieve

This is a digital test-sit. It is designed to make the Espace feel accessible before a showroom visit, and to reduce uncertainty about cabin layout, visibility, and perceived comfort. Done well, it also keeps attention longer than a typical brochure flow.

What to steal

  • Use motion as navigation. If the device supports it, motion control can feel more natural than UI controls.
  • Keep the interaction single-mode. One behaviour. Tilt to look. That simplicity is the feature.
  • Prioritise the interior. For family vehicles, cabin experience often sells more than exterior styling.
  • Let curiosity drive. Give users freedom to explore, rather than forcing a predetermined tour.
  • Make it fast to load. Interactive video dies when buffering becomes the dominant experience.

A few fast answers before you act

What is this Renault Espace iPad app in one sentence?

It is an iPad experience that uses a 360 degree interactive onboard video so users can tilt the device to explore the Espace interior from different angles.

Why use 360 video instead of a standard photo gallery?

Because it communicates space and layout more effectively. Users can look where they want, which reduces uncertainty faster than scrolling images.

What makes “tilt to explore” feel intuitive?

It mirrors how people look around in real life. Physical movement maps directly to viewpoint changes, so interaction feels natural.

What is the main execution risk?

Performance. If motion tracking feels laggy, or the video quality is poor, users will abandon quickly and the experience will feel like a gimmick.

What should you measure if you ship this type of experience?

Time spent, percentage of users who explore multiple viewpoints, completion rate, repeat sessions, and whether it correlates with test-drive requests or dealer inquiries.

The Escape Service: Press the red button

DDB Paris creates a new service for the French rail booking site Voyages-sncf.com. “The Escape Service” lets people escape to any destination they want by simply pushing a magical red button.

Together with the French collective Pleix, they design three celebrations that emerge from a 3×3 meter black box that unfolds like a giant jack-in-the-box. In Paris, the cube lures passers-by in, asks where they want to go, then bursts into a destination-themed surprise and hands out a mock ticket for the chosen trip.

In European rail and travel marketing, turning an abstract promise like “escape” into a public, physical moment helps people imagine the journey instantly.

The film also ends by inviting viewers to press the button themselves and experience a first-person view version of the Escape Service.

A black box that behaves like a travel shortcut

The mechanism is deliberately minimal. There is one obvious choice, press the red button. The payoff is oversized, because the box transforms into a celebration that makes “go anywhere” feel real without explaining routes, prices, or schedules.

Why the red button is the real interface

The button turns travel intent into an action you can perform in one second. That matters because it removes hesitation. You do not need to “plan” to participate. You only need curiosity, and the street does the rest.

What the campaign is really proving for Voyages-sncf.com

This is not about a single destination. It is about choice and immediacy. The idea says: if you can decide on the spot, you can book on the spot. The mock ticket detail pushes the story from spectacle into something you can take away and show.

What to steal for your next service launch

  • Reduce the interaction to one decision. One button is better than a menu when you need street participation.
  • Make the reward visible to bystanders. If spectators can understand the payoff, the crowd recruits the next person.
  • Personalize the outcome fast. A destination choice and a ticket-like takeaway make the moment feel “mine”.
  • Bridge offline to online without forcing it. A first-person online version extends reach without changing the story.

A few fast answers before you act

What is “The Escape Service” for Voyages-sncf.com?

It is a public pop-up experience where a black box invites people to press a red button, choose a destination, and trigger a surprise celebration that dramatizes the idea of escaping by train.

Why use a red button and a box?

Because it is self-explanatory. A single button removes friction and creates a clear before-and-after moment that people remember and film.

What makes this more than a stunt?

The mechanic maps cleanly to the service promise: pick a destination and go. The mock ticket detail turns the experience into a personal travel intent, not only entertainment.

How does this support online booking?

It makes “decide and book” feel effortless. The film’s first-person online extension reinforces that the same impulse can continue digitally.

What is the transferable lesson for service marketing?

When your product is intangible, build a physical interface that compresses the benefit into one action and one memorable payoff.

Royal Dutch Army: #Question Recruitment

The Royal Dutch Army has only a few specific job openings this year, and the challenge is to get qualified candidates to the website.

Turning Twitter questions into a recruitment filter

The “Qualified / Not Qualified” theme is already well known in the Netherlands. Here it is reused as a live judging mechanic on Twitter. People post questions using a designated hashtag, and the campaign replies by rating the answers as qualified or not qualified, then routes the right people toward the Army’s recruitment site.

In specialist public-sector recruitment, the hardest part is earning the first click from people who already have a stable job.

Why it lands: it hijacks attention that already exists

The smartest part is distribution. Instead of building a follower base from scratch, the concept leans on the fact that many Twitter users already track question hashtags. That means the campaign can show up in an existing stream of intent, where people are already in “answer mode”.

Extractable takeaway: If you have limited openings and strict qualification needs, design a public screening mechanic that lives inside an existing behavior. You get fewer clicks, but the clicks you get are self-selected and easier to convert.

What the brand is really doing

This is not about being funny on social. It is about pre-qualification in public. The Qualified or Not Qualified response turns the brand into an assessor, and the assessor role is exactly what a military employer needs to signal when roles are scarce and standards are real.

What to steal for your own hard-to-hire role

  • Recruit inside an existing intent stream: go where people are already asking, answering, or problem-solving.
  • Make the filter visible: a simple rating frame can do more than a long job spec.
  • Keep the response format consistent: repetition builds recognition fast.
  • Route immediately: when someone looks qualified, give a clear next step to the right page.
  • Stay disciplined on tone: the format can be playful, but the standards must feel credible.

A few fast answers before you act

What is the #Question idea in one sentence?

It uses a Twitter question hashtag to attract answers, then labels them “Qualified” or “Not Qualified” to steer the right candidates to recruitment information.

Why does a hashtag mechanic help without a follower base?

Because people discover the content through the hashtag stream itself, not through the campaign account’s followers.

What makes this a recruitment campaign rather than brand social posting?

The public rating acts as a screening signal, and the interaction is designed to drive candidates toward a concrete next step on the recruitment site.

What is the key risk with public “qualified” judgments?

Misclassification or tone-deafness. If the criteria feel arbitrary or disrespectful, the campaign can discourage exactly the audience it wants.

What should you measure if you copy this approach?

Click-through to role pages, application starts, application completion rate, and the quality of applicants compared to baseline channels.