Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: RENAULT
Product/Service: TWIZY CAR
Agency: PUBLICIS CONSEIL
Agency: DIGITAS FRANCE
Agency: MOXIE PARIS
Co-President In Charge Of Creation: Olivier Altmann (Publicis Conseil)
Art Director: Jean-Marc Tramoni (Publicis Conseil)
Copywriter: Marc Rosier (Publicis Conseil)
Account Supervisor: Edouard Pacreau (Publicis Conseil)
Account Manager: Aurore Duhamel (Publicis Conseil)
Account Manager: Aurélie Fretti (Publicis Conseil)
Account Manager: Carine De Oliveira (Publicis Conseil)
Head Of Production: Pierre Marcus (TV Production Wam)
TV Producer: Florence Pottiée Sperry (TV Production Wam)
Post Producer: Benoit Duchemin (TV Production Wam)
Sound Producer: Clemens Hourrière (TV Production Wam)
Creative Director: Bridget Jung (Digitas France)
Creative Director: Nicolas Thiboutot (Digitas France)
Art Director: Jérôme Meunier/Maria Friis Thorsen (Digitas France)
Project Managers: Fabien Donnay/David Ouanounou (Digitas France)
Account Supervisor: Thomas Jamet (Moxie)
Account Supervisor: Gael Solignac-Erlong/Valérie Schetzel (Moxie)
Co-Founders: Cathy Guetta/Raphaël Aflalo (MyLoveAffair)
Account Manager: Lili Benhalima (MyLoveAffair)
Creative Director: Thomas Derouault (Moxie)
Media placement: WEB - VEVO, Daylimotion, Youtube, Etc ... - 02/04/2012
Media placement: Event - Concert - 07/04/2012
Campaign Description
Renault wanted to launch its new generation of electric cars like a cultural product – meaning it aimed at partnering closely with artists and content creators. However, it also wanted to promote that new line of cars on TV, although French regulations regarding branded content on traditional media make it a bit tricky for a brand to closely partner with artists and cultural content on TV. As a result, it rapidly appeared that if Renault really wanted to blur the lines between advertising, content and entertainment, it would have to find ways to compensate for such limitations through 360 activation.
That was why, in order to bridge that gap, we started looking for artists who would be willing to be closely associated with the cars’ launch through PR & Digital media (on top of what could be done on TV & Print), as those remain grey areas where brands have much more freedom to partner with artists in various ways. Among the persons we approached, David Guetta appeared to be the most enthusiastic, as the ‘positive energy’ positioning of the product definitely echoed what he aims to achieve with his DJ sets and electronic music.
Effectiveness
Challenge & Objective:
Partner deeply with a relevant artist to launch Renault’s new line of electric cars as cultural products for the young generation, while still having a central TV activation (even though French regulations severely impede brand and artists’ partnership on TV).
Strategy & Execution:
Build an integrated global music strategy. Partner with David Guetta, whose music and mindset perfectly fits the ‘positive energy’ positioning of the Twizy electric vehicle. Build a strong 360 activation with the artist that will allow the brand to be closely associated with him in PR, digital, below-the-line etc. and every other media where regulations are not as strictly defined – thus compensating for TV’s limitations. Use the Guettas and their own entire communications channel (Facebook, Twitter, parties etc.) as the main media for the campaign, thus shifting the focus from earned to paid media and appearing more engaging and credible to the audience. Be as consistent as possible throughout the whole campaign: the Twizy’s commercial on TV was a recut version of David’s AlphaBeat video clip (where the car acts a key ‘character’, being recharged by the energy people produce while dancing on the floor), edited down to comply with French TV’s strict regulations. The ‘F*** me I’m famous’ release party for the AlphaBeat single also took place at L’Atelier Renault (and became a ‘Plug Into The Positive Energy’ party); the digital release of the track came with an exclusive 3D Sound Mix App provided by Renault Twizy.
Implementation
Renault partnered with David Guetta more closely than it could have ever hoped for. Indeed, not only did David agree to be associated very closely with the product on digital, through PR (he showed up in Switzerland during the Renault’s press conference for the Twizy’s official launch) and every other media, where regulations were softer. However, he also pushed the pieces of branded content / news etc., that were produced by Renault, himself through his Twitter account, Facebook fan page etc. As a matter of fact, the Guettas’ own communication channels (Cathy was also involved) became the main (earned) media support for the campaign, instead of having Renault pushing it through its own (paid) media. The result was both a more engaging /credible campaign, appearing to David’s fans as a true partnership he really endorsed and supported – as well as substantial savings in media buying.
Outcome
(Early results – campaign still ongoing) More than 3m views during the first week for the final video clip. 1.5m views during the first week for the behind-the-scenes teaser of the video clip. 700 blog posts. 4,300 retweets (14.9m impressions on Twitter): around 8,000 ‘likes’, 700 shares and 500 comments through Renault Z.E’s & David Guetta’s Facebook fan pages.