{"id":230891,"date":"2025-11-25T16:16:14","date_gmt":"2025-11-25T15:16:14","guid":{"rendered":"https:\/\/ipmark.com\/?p=230891"},"modified":"2025-11-25T16:18:38","modified_gmt":"2025-11-25T15:18:38","slug":"renault-estrena-un-anuncio-con-ia-para-presentar-el-nuevo-r4-e-tech","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230891","title":{"rendered":"Renault, IA para presentar el nuevo R4 E-Tech"},"content":{"rendered":"<p data-start=\"411\" data-end=\"836\"><strong>Renault presenta en Espa\u00f1a la versi\u00f3n 100% el\u00e9ctrica del Renault 4 E-Tech mediante una campa\u00f1a publicitaria basada en inteligencia artificial conversacional. <\/strong><\/p>\n<p data-start=\"411\" data-end=\"836\"><strong>La acci\u00f3n, desarrollada por OMD y Dailymotion Advertising, <\/strong>integra EchoIA, un formato de v\u00eddeo interactivo que permite al usuario dialogar con la marca en tiempo real sin salir del anuncio, para conocer el modelo el\u00e9ctrico de forma personalizada.<\/p>\n<p data-start=\"838\" data-end=\"1207\">La campa\u00f1a estuvo activa del <strong data-start=\"867\" data-end=\"897\">6 al 19 de octubre de 2025<\/strong> y plante\u00f3 una experiencia de v\u00eddeo que transformaba el spot en un entorno de consulta directa. A trav\u00e9s de la interfaz conversacional, los usuarios pod\u00edan preguntar por caracter\u00edsticas del veh\u00edculo o localizar el concesionario m\u00e1s pr\u00f3ximo, manteni\u00e9ndose dentro de la pieza audiovisual durante todo el proceso.<\/p>\n<p data-start=\"1209\" data-end=\"1880\"><strong>El agente de EchoIA<\/strong> fue entrenado exclusivamente con <strong data-start=\"1262\" data-end=\"1294\">contenido oficial de Renault<\/strong> \u2014web corporativa, fichas de producto, documentaci\u00f3n t\u00e9cnica y preguntas frecuentes\u2014 con el objetivo de asegurar una interacci\u00f3n fiable y coherente.<\/p>\n<p data-start=\"1209\" data-end=\"1880\"><strong>\u201cCon esta tecnolog\u00eda, los usuarios han podido interactuar directamente con la marca, consultando caracter\u00edsticas<\/strong> o localizando el concesionario m\u00e1s cercano, todo ello sin salir de la experiencia audiovisual. Supone una mejora en la comunicaci\u00f3n marca-consumidor, pasando de un modelo lineal y no din\u00e1mico, a un di\u00e1logo interactivo y libre entre el usuario y la marca\u201d, explica <strong data-start=\"1820\" data-end=\"1847\">Alejandra Delgado-Ure\u00f1a<\/strong>, <em>brand media manager<\/em> en <strong>Renault.<\/strong><\/p>\n<p data-start=\"1882\" data-end=\"2437\">Seg\u00fan los equipos de OMD, <strong>el an\u00e1lisis cualitativo de las conversaciones permiti\u00f3 identificar los temas m\u00e1s repetidos<\/strong> durante la campa\u00f1a, relevantes en la decisi\u00f3n de compra. Las consultas vinculadas con <strong data-start=\"2085\" data-end=\"2128\">dise\u00f1o y localizaci\u00f3n de concesionarios<\/strong> concentraron el 20% de las entradas. \u201cHacer que estas opciones sean m\u00e1s visibles y accesibles al inicio de la conversaci\u00f3n ha resultado clave en el \u00e9xito de la campa\u00f1a\u201d, se\u00f1alan <strong data-start=\"2307\" data-end=\"2326\">Laura de Alcal\u00e1<\/strong>, Performance &amp; Programmatic Manager en OMD, y <strong data-start=\"2373\" data-end=\"2391\">Manuel Ferrero<\/strong>, <em>programmatic supervisor<\/em> en la misma agencia.<\/p>\n<p data-start=\"2439\" data-end=\"2809\">En t\u00e9rminos de resultados, la campa\u00f1a registr\u00f3 <strong data-start=\"2486\" data-end=\"2509\">3.000 interacciones<\/strong>, un <strong data-start=\"2514\" data-end=\"2547\">click-through superior al 55%<\/strong> y un <strong data-start=\"2553\" data-end=\"2574\">81% de completion<\/strong> \u2014tres puntos por encima de la media\u2014. Para Renault, estas m\u00e9tricas reflejan el impacto de un formato orientado a conversi\u00f3n, capaz de transformar la curiosidad inicial del usuario en intenci\u00f3n de prueba y compra en apenas dos semanas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La acci\u00f3n, desarrollada por OMD y Dailymotion Advertising, integra EchoIA, un formato de v\u00eddeo interactivo que permite al usuario dialogar con la marca.<\/p>\n","protected":false},"author":10966,"featured_media":230895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[6524,2341,50],"class_list":["post-230891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-ia","tag-publicidad","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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