2015 Winners & Shortlists

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.