PUMAS WELCOME by Publicis Buenos Aires for Renault

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PUMAS WELCOME

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Industry Cars
Media Direct marketing
Market Argentina
Agency Publicis Buenos Aires
Director Matias Goldberg
Executive Creative Director Marcelo Vergara
Art Director Ezequiel Orlandi - Sebastián Visco
Producer Claudio Amodeo - Marcelo Fontao, Pablo Terruzzi - Bárbara Factorovich - Demián Cosentino - Diego Rochman
Account Supervisor Fabián Wencelblat - Natasha Yasbitzky
Released October 2012

Credits & Description

Advertiser: RENAULT ARGENTINA
Agency: PUBLICIS ARGENTINA
Category: Social Media & Viral Marketing
Advertising campaign: PUMAS WELCOME
Music: (Animal Music)
Sound: (La Pirada)
Post-Production Co-ordinator And Editor: Adrian Perez (Palermo Films (Case Production Company))
Post-Production Company: (Post Media)
Creative Directors: Laura Visco - Sebastián Visco (Publicis Buenos Aires)
Art Director: Ezequiel Orlandi (Publicis Buenos Aires)
Chief Creative Officer: Fabio Mazía (Publicis Buenos Aires)
Producer: Marcelo Fontao (Palermo Films (Case Production Company))
Executive Creative Director: Marcelo Vergara (Publicis Buenos Aires)
Director: Matias Goldberg (Awards Cine (Film Production Company))
Executives Producers: Pablo Terruzzi (Palermo Films (Case Production Company))
Producer: Demian Cosentino (Palermo Films (Case Production Company))
Copywritter: Ignacio Mendiola (Publicis Buenos Aires)
Post-Production Co-ordinator And Editor: José Becker (Palermo Films (Case Production Company))
Head Of Communications: Lila Romero (Publicis Buenos Aires)
Head Of Integrated Communications: Marcelo Orueta (Publicis Buenos Aires)
Head Of Planning: Romina Celoné (Publicis Buenos Aires)
Executives Producers: Barbara Factorovich (Palermo Films (Case Production Company))
Account Manager: Erika Matellan (Publicis Buenos Aires)
Account Supervisor: Fabián Wencelblat - Natasha Yasbitzky (Publicis Buenos Aires)
Music: Federico Cabral (Federico Cabral (Film Production Company))
Executive Producer: Tomás Chester (Awards Cine (Film Production Company))
Internal Edition: Willi Leniek

Outcome
The results exceeded expectations. Media buying had great visibility in sites that were very appropriate for the target, and Renault Argentina's YouTube channel got a large number of views. There was a great buzz online (at national and international level), with presence in the most important rugby websites. Some numbers for the campaign:$156,035 Online ROI40 articles generated.1,172,973 views on Renault’s YouTube Channel54% coverage10.3 frequency 3.2m people reached21,200 people reached on Facebook 4,100 interactions on Facebook

Implementation
Instead of the typical commercial cheering for our team, we decided to shift our target and talk, 'Argentinean-style', to the teams that would play against the Pumas. We created a provocative campaign welcoming South African, Australian and New Zealander fans and players. With pride, attitude, drive, passion, and a little daring, showing Puma power to the world, and introducing ourselves as Proud Official Sponsor of the Pumas.And we showed it in their countries: in online media, in their most popular sports websites, in social networks, etc. always with the irreverent, innovating and surprising style that Renault is known for.

Client Brief Or Objective
The Pumas, Argentina’s National Rugby teamwere invited to join the Rugby Championship for the first time, and it was also the first time Renault was going to be an official sponsor. This is a huge event for local brands who see it as an opportunity to premier new ads with big production budgets. Our goal was to make our debut as sponsors for the Pumas by distancing from the traditional tone and communicational style of other brands, using irreverent, innovative content to connect with true rugby fans.

Execution
The campaign was a hit. Thousands of Argentinean, Australian, New Zealander and South African fans shared, discussed and interacted with our rugby campaign. The repercussions were so big in the world of rugby that South Africa's historic official sponsor Klipdrift created a commercial in response to our 'Welcome' spot. The campaign built on Renault's personality as a brand that is close to Argentineans. Through fresh, innovative, high-impact, target-relevant contents, Renault managed to stand out and grab attention in its debut as Official Sponsor for the Pumas.