Brand | RENAULT |
Product/Service | CAPTUR |
Entrant | CHEIL MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of social in a promotional campaign |
Entrant Company
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
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The Brief
Our objective was to launch the Renault Captur in the GCC and create awareness about the brand, focusing on its unique style. Our target audience was young professionals (ages 20 to 35) of all nationalities. The strategy was to build brand affinity and establish a relationship with consumers by creating a digital experience that enabled them to use the Captur as a vehicle to show off their unique style and personality, putting both the consumer and the brand under the spotlight.
Describe how the promotion developed from concept to implementation
We created a social media campaign that gave people the chance to express their style with the Renault Captur. On Facebook, they placed a photo that showed off their style next to the Captur that captured their personality and shared it for a chance to win the car. Because the car is so fun, we encouraged people to have fun with their submissions and be as creative as possible.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign reached 1.3 Million people on Twitter and 16.8 Million on Facebook, giving rise to a social media reach of 18.1 Million. In just 2 months, the website obtained nearly 373,000 visits and over 14,000 brochures were downloaded. This digital campaign contributed to over 3,000 leads for test-drives or a quotation request. This resulted in the Captur being sold out in showrooms across Dubai.
Explain why the method of promotion was most relevant to the product or service
Because our target audience is social and outgoing, we wanted to give them the attention they crave, the opportunity to stand out and express themselves with the Renault Captur. Up until now, Renault used a traditional 1-way advertising approach, but because we were reaching young professionals, we needed to be relevant and reach them through social media.
Credits
Omar Al Jabi |
Cheil MENA |
Creative Director |
Bosky Cherin |
Cheil MENA |
Associate Creative Director |
Santosh Singh |
Cheil MENA |
Creative Services Manager |
Mihailo Rsumovic |
Cheil MENA |
Digital Technologist |
Amr Elkouedy |
Cheil MENA |
Digital Art Director |
Jagal Gopinath |
Cheil MENA |
Digital Art Director |
Marcia Johnston |
Cheil MENA |
Copywriter |
Jyo John Mulloor |
Cheil MENA |
Visualiser |
Hussein Kaddaha |
Cheil MENA |
Arabic Copywriter |
Rikn Ong |
Cheil MENA |
Digital Designer |
Naeem Hussein |
Cheil MENA |
Digital Designer |
Anis Zantout |
Cheil MENA |
Digital Director |
Helen Rankin |
Cheil MENA |
Sr. Digital Account Manager |
Mohammed Naheemuddin |
Cheil MENA |
Sr. Digital Manager |
Yara Hamarneh |
Cheil MENA |
Digital Strategist |
Mona El Breidi |
Cheil MENA |
Sr. Social Media Executive |
Sunil John |
Cheil MENA |
Sr. Social Digital Manager |
Sawsan Fahim |
Cheil MENA |
Asst. Digital Account Manager |
Liliane Abou Khalil |
Cheil MENA |
Technology Manager |
Olga Kudryashova |
Cheil MENA |
Planning Director |