Renault Outdoor KANGOO STREET SIGNS by Publicis Mexico

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Mexico
Agency Publicis Mexico
Director Julio Carlos Ramos Zapata
Executive Creative Director Rocky Flores
Art Director Carlos Contreras, Arturo Andrade, Arturo Vargas
Copywriter Iñaki Moreno
Released October 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: RENAULT
Product/Service: RENAULT KANGOO
Chief Creative Officer: Héctor Fernández Maldonado (Publicis México)
Executive Creative Director: Rocky Flores (Publicis México)
Art Director: Arturo Andrade (Publicis México)
Art Director: Arturo Vargas (Publicis México)
Art Director: Carlos Contreras (Publicis México)
Copywriter: Iñaki Moreno (Publicis México)
Agency Executive Producer: Laura Acevedo (Publicis México)
Account Manager: Mateo Montes De Oca (Publicis México)
Director: Gerardo Dorantes "archie"/Julio Carlos Ramos Zapata (Lemon Films)
Photography: Gerson Palomares/Jorge E. Gonzalez (Lemon Films)
Executive Producer: Urtzi Alejandre/Víctor Dávila/Laura Morales/Julio César Vilchis/Jessika Corona (Lemon Films)
Production: Christian Vargas/Carolina Brito/José Luis Díaz/Enrique Calderón (Lemon Films)
Art: Ziuhtei Erdmann (Lemon Films)
Edition: Mario Monroy (Lemon Films)
Administration: Sandra Rojas/Anzony Tarinda/Alfredo Sánchez/Irene Sandoval (Lemon Films)
Planner: Iván Santos (Publicis México)
Messaging: Angel Solís (Lemon Films)
Post Production: Camilo Abadía/Luisa Fernanda Hoyos/Luis Eduardo Abadía (Byg Studio)
Music: Alejandro Zea (La Tuna Records)
CEO/Marketing Director/Advertising Manager: Bruno Pasquet/Jesús Gallo/Paulina Velázquez (Renault Mexico)
Media placement: Activation - Mexico Streets - October 3th 2011

Describe the objective of the promotion.
The purpose of this promotion was to generate visits to the shop floor, we wanted people to know the load capacity of Kangoo and how can this help on any business.

Describe how the promotion developed from concept to implementation.
The intention was to show our target Kangoo's load capacity. The way we ran this was looking for street names that relate to big things (a sun, an army, an elephant...), and in its signs we placed a dummy of the van pretending to be loading the sign. The dummy had one simple text with a simple message "Kangoo carries everything."

Explain why the method of promotion was most relevant to the product or service.
By placing these dummies all over the city we could spread the brand's message in the place where our product is more relevant (the streets) and with a device that gave us the opportunity to stand out of the advertising noise that we have in the streets of Mexico City.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This promotion generated a great impact on our target:
1. 400 visits to agencies in only 20 days.
2. During the campaign sales increased 20%.
3. We became leaders of the segment.