Media: Web Film
Category: Automotive
Client: Renault
Product NEW RENAULT SCENIC
Advert title(s): “El primer catálogo de coches hecho por niños, para niños.”
Translation of headline to English: “The first cars brochure, made by kids, for kids”
Advertising Agency: PROXIMITY MADRID
Creative Executive Director: Susana Pérez
Creative Director: Pilar de Giles
Creative Supervisor: Francisco Cuadrado
Creative Supervisor: Raul Somaza
Art Director: Cristina Luna
Art Director: Jose Luis Diez
Art Director: Carlos Ruano
Production Company: DIVISION Q
Published/Released (Month, Year): january 2017
Country (Market): SPAIN
Production: people involved
Creative people involved
Susana Pérez; Creative Executive Director.
Pilar de Giles; Creative Director.
Francisco Cuadrado- Creative Supervisor.
Raul Somaza- Creative Supervisor.
Cristina Luna- Art Director.
Jose Luis Diez- Art Director.
Carlos Ruano- Art Director.
Description:
Background The aim in 50-100 words
Society has changed a lot over the past 20 years. Families and the roles of the individuals that make them up are completely different to what they used to be. Parents deciding on family matters are a thing of the past. Now there is much more participation and family decisions are made by all family members – and brands must learn to relate to this new model. Especially, as in the case of Renault, if you are presenting your new family car. It is not enough to target only adults; we also have to include children in the purchase decision because they are deciding too.
Idea The solution devised to meet the brief, including any insights that drove strategy, 100-300 words
The solution devised to meet the brief, including any insights that drove strategy, 100-300 words
The new family model has evolved and now all of the family members make decisions together. So children are a fundamental part of decision-making and we have to address them too.
This is even more important when we are presenting the Renault Scénic – a new model of family car. It is essential that children be involved and we have to do this in the most effective way possible.
So we decided to split the message in two differentiated catalogues: one for the adults made by adults and one made exclusively by children for children.
The children’s catalogue was designed at a series of workshops involving 10 children (aged between 6 and 9) where they were presented the new Renault model and asked to explain the main innovations of the new Scénic range in their own words. Once this step was complete, a workshop was set up for each of them to create all the copy, drawings and effects for the other children to read later.
In this catalogue, “little influencers” will come across fluorescent ink that shines in the dark, different roads that they will have to cover with stickers, an incredible pop-up made by the children themselves, hidden toys that they have to discover, a recipe for making delicious biscuits and, of course, a page where they can draw their own Renault Scénic.
Because, if we want to sell a car for getting around as a family, it is logical for it to be discovered as a family.
Results Where available
The ongoing campaign is been a great success:
- 37,836 users
- Sessions on site 42.846
- Total interactions on site: 61,493