Category: Cars & Automotive Services
Advertiser: RENAULT
Product/Service: TWIZY
Media Agency: OMD SPAIN, Madrid, SPAIN
Project Director: Andrés García (OMD)
Producer: Luisa García (OMD)
Account Manager Director: Jose Luis Muñoz (OMD)
Account Director: Sergio Hernando (OMD)
Wen Manager: Yolanda Costillo (OMD)
Media placement: Event Campaign - Matadero Madrid - 14 November 2011
Media placement: OOH Campaign - Streets Of Madrid - 1 December 2011
Media placement: Internet Campaign - Social Media - 14 November 2011
Insights, Strategy & the Idea
Renault introduces the new Twizy series, the first 100% electric car. Twizy’s image will be an irrefutable declaration of the personality of the consumer. Young and modern, constantly “connected” and on the move, this target audience experiences and shares the very latest and newest of everything, with special emphasis on the cultural and artistic scenes.
These are voracious consumers of any urban manifestation. Their attitude towards events promoted by brands in the street is 24% more favourable than that of all other groups. Starting with that insight in mind, we decided to convert the image of the new Renault Twizy into the season’s Great Urban Happening. Our strategy was not just to position ourselves as an artistic reference, but rather to execute a real transformation of the urban cityscape. We wanted the message itself to be the event. We wanted the image to become the advertising medium.
Creative Execution
Matadero Madrid has been for some time now the leading centre for contemporary artistic creation in the Spanish capital. We managed to get the new Renault Twizy into the Matadero as an artistic experimentation project, thus positioning it as a key event on the center’s annual program agenda. Thanks to Twizy, we were going to give 20 artists the chance to exhibit at the world’s largest art gallery: the streets of Madrid. With this idea in mind, we designed a sponsorship plan for a selection of multi-disciplinary artists from around the world whose task it would be to interpret 20 Twizys, in life-size replicas. Twenty authentic blank canvases in 3D. Over 30 technology, design, trend, automotive and lifestyle bloggers spread the Twizy “effect” around the net, inviting people to interact with the event through a free app, by designing their own virtual Twizy.
Results and Effectiveness
The Twizy Parade consolidated itself as an authentic cultural attraction in the city and the target audience “socialised” the whole event through photographs that flooded Facebook, Twitter, Instagram. + 4.5 million viewers visited the exhibition. The repercussion in the media tripled the value of the advertising investment costs. The same Twizy effect occurred on our website, whose traffic was also multiplied by three. Renault is now the proud new owner of a valuable intellectual property. Happenings such as “ARCO”, the largest international contemporary art fair held in Spain, has confirmed the inclusion of works done for the Twizy Parade.