Renault: EXTREME CAMEO

Credits & Description:

Category: Best Use of Television

Advertiser: RENAULT

Product/Service: KOLEOS 4X4 SUV

Date of First Appearance: Oct 18 2009 12:00AM

Entrant Company: OMD SPAIN, Madrid, SPAIN

Ignition Supervisor: Andrés García (OMD Spain)

Producer: Luisa Escorial (OMD Spain)

Producer: Vanesa González (OMD Spain)

Account Director: Sergio Hernando (OMD Spain)

Media Planner: Iván García (OMD Spain)

Media placement: TV - Cuatro - 18/10/2009



Results and Effectiveness

With 47% less budget than in 2008, we established a brand-recognition index of 74%. In a market that was 20% off, we achieved a visibility level that translated into a 10% increase over sales projections.

The brand’s popularity on TV increased over 17% when compared to the annual average. We got over 64 million online hits and more than 5,000 references to the adventurers’ activities. (Google: +284% increase). Over 2,000 people signed up for the online gymkhana.

Renault and Playstation obtained mutual returns on their investments without any additional outlays.



Creative Execution

If we gave you a Koleos,where would you take Nathan Drake?

Calleja answered: "Where I haven’t managed to get to yet… the island in 'Lost'."

"You can do that…", we answered.

For the first time, the phenomenon of unparalleled worldwide TV would be integrated as part of the adventures of another show. But while we were at it, we also took a look at some other successful shows. So fictional series, reality shows and documentaries would become the unprecedented scenes for Koleos incursions.

This would be an adventure series we continued on the Internet, thanks to the co-branding we did with Playstation and Calleja himself: an on-line gymkhana through social networks, SEM, YouTube, blogs and Display, places where netizens were to search through the episodes of Calleja in his Koleos in order to find the clues necessary for completing the adventure and winning the Playstation prizes.



Insights, Strategy & the Idea

In mid-2009, public awareness of the Koleos, Renault’s first 4x4 all-terrain SUV, was essentially zero. The tough competition from Toyota and Nissan, coupled with the disastrous economic situation, had converted Koleo’s sales’ goals into wishful thinking.

There was hardly any differentiation at all in the different brands’ advertising message. Any 4x4 is capable of getting you where no one else has ever gone before - jungles, cliffs, deserts, etc. We had been working for several weeks on Playstation with Jesus Calleja, the epitome of the great modern-day Spanish adventurer. His life is a constant series of daring feats, with Spanish TV as his route log. With the launch of the adventure videogame Uncharted 2, we turned the star of the show, Nathan Drake, into his virtual alter ego. Calleja and Drake, the foremost experts to ask how far you could get in a Koleos.