Renault Scenic: Cashier's Desk

Credits:

Advertising Agency: PUBLICIS FRANKFURT, GERMANY
Date Of 1st Implementation: 29/12/2005

Stephen Quell Publicis Frankfurt Copywriter
Daniel Dormeyer Publicis Frankfurt Account Director
Stephan Ganser Publicis Frankfurt Concept Creative Leader
Jens Helfrich Publicis Frankfurt Account Director
Astrid Kauffmann Renault Germany Head of Creation
Lars Heberer Publicis Frankfurt Art Director
Gerald Heinecke Publicis Frankfurt Brand Director
Joerg A. Ellhof Renault Germany Head of Marketing - Communication
Stefan Leick Publicis Frankfurt Creative Director
Sebastian Mensing Publicis Frankfurt Account Manager

Special Credits
Production: Christoph Weber

Describe the communication goal(s) for this media entry
To promote the exceptional roominess of the Renault Scénic and to restore its image as a preference in the family-van segment, the following unique promotional activity was implemented in large German supermarkets.

Innovative Media Strategy: Show how your innovative media strategy represents a new, consumer insights based approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with consumers.
We mounted giant stickers on the transparent cash desks of supermarkets showing the Renault Scénic with an open trunk. Normally cash desks are used for signing receipts – this was the first time ever that they were used as a medium to promote a specific car.

Engaging Creativity: Show how the media and the message work together to enhance the overall impact of the effort and engage the consumer.
To demonstrate the vast loading space the Renault Scénic stickers on the cash desks gave the impression that all the goods on the conveyor belt were stored into the huge trunk of the car. Supported by a headline on the stickers:

Up to 1840 litres of loading space. Renault Scénic.
www.renault.de

Encompassing the Audience: Show how the media idea travelled across and leveraged the most appropriate touch points and encompassed the target audience.
We communicated the Renault Scénic's benefit of large loading space to the people directly on the spot where they are mostly confronted by space problems, the supermarket.

Effectiveness: Show how the effort maximised the value of the investment and generated marketplace results
Not measurable (no response element). Yet high curiosity achieved by the supermarkets' customers.