2014 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

Our starting point : our target loves spending time in the streets, shopping malls and hangout with friends. Once at home, they spend their time online, sharing what happened during the day, making word of mouth the most powerful tool in the country. This is why we decided to launch a wired 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 on where they saw it.

Insights, Strategy and the Idea

Prior to our campaign, 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 in the market and setting the standards. One problem, Renault is maybe the number one brand in the market, but is mostly known for small urban cars like Clio, or for utility vehicles like Kangoo, but no one expects from Renault an innovative car in the crossover category. The challenge is set : How can Renault become the category reference for CrossOver? How can Renault win from this launch in terms of brand image? 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…)