KANGOO STREET VENDORS by Publicis Mexico for Renault

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KANGOO STREET VENDORS

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Mexico
Agency Publicis Mexico
Director José Barrera
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
Agency: PUBLICIS MEXICO
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)
Illustration: Eduardo Monroy (The Lift)
Director: José Barrera (The Lift)
Executive Producer: Carolina Fox (The Lift)
Director Of Photography: Bernardo Racal (The Lift)
Edition: Cristina Ramiro (The Lift)
Art: Hugo Yeshiel (The Lift)
Post Production: Franz Zavala (The Lift)
Animation: Eduardo Monroy (The Lift)
Audio Studio: (FX O Films)
CEO/Marketing Director/Advertising Manager: Bruno Pasquet/Jesús Gallo/Paulina Velázquez (Renault Mexico)
Planner: Iván Santos (Publicis México)
Media placement: Activation - Mexico Street Vendors - May 1st. 2011

Describe the objective of the promotion.
The aim of the promotion was to generate increased sales and beat the competition, however, there was no budget for an ATL campaign, so the client request was to generate a low-budget action BTL with high impact .

Describe how the promotion developed from concept to implementation.
The idea was to show that Kangoo moves your business. How did we resolve it? Attaching the real size panel van to the sides of street stands, so people could visualize how their businesses could move with Kangoo.

Explain why the method of promotion was most relevant to the product or service.
This promotion was very powerful because we talked to our target right in the place where they spend more time (on the streets), and let us made a clear and simple point about Knagoo's load capacity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the campaign sales increased 26.70%.
This made us leaders of the segment.