2016 Winners & Shortlists

Brief Explanation

The SUV market in Morocco is dominated by Asian brands with Nissan Qashqai leading the category. The launch of Koleos (first SUV from Renault) was not a success and the brand is seen more as a specialist of midsize and small vehicles. In this segment, design plays an important role in the reason to choose a model. Renault has a second chance to enter the game and benefit from its good overall opinion and the attractive design that “Kadjar” is offering to the SUV customers. We needed to be eventful and novel to create the desired awareness for Renault Kadjar

Results and Effectiveness

According to the post-test survey done by Renault, the campaign delivered great recall results with over 70% of the surveyed consumers noticing and 61% Attributed Kadjar as the new Renault SUV. Enjoyment was at 93% amongst respondents and 86% said they wanted to know more about Kadjar model. The Special Outdoor execution generate more than 250,000 contacts per day (Source Casablanca Traffic department) and the making-of video generated more than 10K views (owned media) on the Renault Facebook page. The sales responded also and for the first month, the Renault Kadjar sales exceeded the objectives by 36%.

Creative Execution

While airing the campaign in several media, we unveiled an outdoor premiere in Morocco. We went for a creative OOH execution to offer the car its first off-road experience in the country. We chose the highest and the most central Unipole in Casablanca and we placed a real Kadjar on top as if it is climbing over the top of the Atlas Mountains This OOH execution created the buzz on Facebook and we decided, one week later, to offer the fans the possibility to watch the making-of of this billboard stunt on social media.

Insights, Strategy and the Idea

We targeted what we called the “old Adrenaline Seekers”. In their thirties, they used to prove that they could do better, live more, try new things… But age passing, they become much more rational, less spontaneous, less audacious… The challenge was to install Kadjar on a very competitive segment, occupying quickly the territory " LIVE TO DARE " and supporting the campaign positioning " STOP WATCHING, START LIVING". To support this positioning, we decided to make Kadjar climbs the highest outdoor panel in Casablanca showing to all Moroccans that the vehicle is the best justification to our promise.