Category: Best use or integration of music
Advertiser: RENAULT
Product/Service: RENAULT TWIZY
Agency: DIGITAS FRANCE
Agency: MOXIE (PUBLICIS)
Executive Creative Director: Bridget Jung (Digitas France)
Creative Director: Nicolas Thiboutot (Digitas France)
Flash Design Director: Brice d'Annoville (Digitas France)
Creative Technologist: Stephane Maguet (Digitas France)
Deputy Managing Director: Geneviève Rauner (Digitas France)
: David Ouanounou
President: Thomas Jamet (Moxie)
Global Marketing and Communication Director: Stephen Normal (Renault)
Brand Communication and Design Director: Bruno Travade (Renault)
Communications and Marketing Director: Dominique Musset (Renault)
Digital Factory Director: Patrick Hoffstetter (Renault)
Head of Digital Marketing Department: Laurence Hertzberg (Renault)
: Olivier Altmann (Renault)
Media placement: Website - Online - 6 March 2012
Campaign Description
Concerning the french specific regulation, according to the Conseil Supérieur de l'Audiovisuel: Product placement is authorized only in movies, audiovisual fictions, videoclips as long as they are not in destinations of the children. Concerning limitations and regulations on social networks and video broadcast platforms, the same rules are applying worldwide.
Effectiveness
Here’s the thing, 100% electric cars seem to be 100% boring, especially to people who are 100% not interested in advertising. Luckily for us, 'Twizy', the new urban 2 seater from Renault is not like other electric cars. To launch Twizy we were inspired by an everyday action for this young, hip, urban audience. They live in a world of connections. Plugging in is the new daily ritual.
Our idea ? Plug into the positive energy with the world’s biggest DJ. We invited them to plug in their Facebook account for a trippy ride to the pounding beat of an 'Alphabeat' track, exclusively re-edited by David Guetta. Using 3D sound technology we made the online experience even more intense. Drive the car - boost the sound, the positive energy just keeps on growing.
Implementation
The audience was first exposed to the dispositive at Geneva Motor Show, and the announcement of the partnership between the brand and the artists. David Guetta's fans and followers were invited by David Guetta himself to discover the experience through a post of the artist on Twitter and Facebook. With nearly 30m of Facebook fans, nearly 1 bn views on YouTube and 3.7m followers on Twitter, David Guetta is also the most downloaded artist in all of Europe. A proportion of the traffic has also been drawn from Renault's websites themselves, where there were specific self-promotion banners. No other media, only PR.
Outcome
The campaign generated close to 200,000 visitors on the basis of 2.5m of prints in the first 2 weeks without media.