2014 Winners & Shortlists

The Brief

Only Nissan Juke was available in the crossover category; but had never communicated. It was for us the opportunity to appear as the brand launching crossover. Nevertheless Renault is maybe the number one brand in the market, but is known for urban cars, or for utility vehicles, but no one expects Renault in the crossover category. How can Renault become a reference for CrossOver? Target Audience : People are more open to exploration, fun and need a vehicle that works as much for their daily routine as for their adventurous side of life (travel, exploration, night life…)

Creative Execution

Renault is not known in the crossover segment. Captur is a first. So we kept the element of surprise and raise interest around the car's shape.

Describe the creative solution to the brief/objective.

Our target loves spending time in the streets, shopping malls and hangout with friends. Once at home, they spend their time online. This is why we decided to launch a disguised car in the street, with light reflection effect rolling in Casablanca randomly. To amplify the viral effect, we first posted homemade videos showing young people playing football in the street when suddenly the car goes by them. Once the trigger phase was over, we launched our shining car in the streets escorted by young promoters inviting people to post photos/videos on the website c-life.ma, and comment.

Results

From a sales point of view, Renault Maroc said this is their best car launch for years, reaching 54% segment share in 4 months. From an engagement point of view, the first week the site got more 25000 unique visitors and more than 150 uploaded photos and guesses. Online news published several articles on the campaign.