Renault Print, Digital Solo: A Star Wars Story, 3 by Publicis Conseil Paris

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Solo: A Star Wars Story, 3

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Industry SUV & Four Wheel Drive
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market France
Agency Publicis Conseil Paris
Executive Creative Director Marcelo Vergara
Creative Director Kevin Ulve
Art Director Yves Sarhadian
Copywriter Benjamin Karsenti
Production Busterwood
Director Sebastien Wullems
Released June 2018

Credits & Description

Advertiser : RENAULT / Shazam
Europe G9 Marketing Communication Director: Gaëlle LE GROUIEC
Europe G9 Head of Strategic planning & Production: Adela PEREZ REMON
Europe G9 Head of Digital & CRM: Antoine HERY
Europe G9 Head of Media & performance: Krisztina BESENYEI
Europe G9 Digital Content Manager: Stéphane BONNEGENT
Europe G9 Communication Campaign Manager: Olivier BOURQUIN

Agency: Publicis Conseil
Executive Creative Director: Marcelo VERGARA
Creative Director: Kévin ULVE
Copywriter: Benjamin KARSENTI
Art Director: Yves SARHADIAN
Digital: Vincent BERTONCINI, Maxime BENOIT, Sixtine POMORSKI, Manon LAFONTAINE
AD Assistant: Yoann SIMON
Strategic Planning: Filippo DELL'OSSO
Account Manager(s) : Stéphane GAILLARD, Rob GOODWIN, Elodie OROSCO, Cécile CUZIN, Frédéric MOUSSAIROUX, Damien CHARUEL, Guilhem TOUYA

Production: BUSTERWOOD
Production Director: Sébastien WULLEMS
Published: June 2018
Renault teams up with Shazam and uses its communications medium to propose exclusive augmented reality (AR) experiences.
In April, the French multinational automobile manufacturer launched a global campaign with Lucasfilm, Disney and Publicis Conseil to celebrate the release of “Solo: A Star Wars Story” and invites everyone to take the alternative road through a full set of branded content.
Renault partnered with Shazam and the French studio Busterwood to use the app’s visual recognition technology and give people throughout Europe* a chance to get a taste of the Renault KADJAR in streets or even at their home. To start the adventure, you just need to scan the Shazam Codes on Renault’s campaign bus shelter posters or Direct Marketing leaflets with the app’s camera. The scanned image will disappear for the user to discover a 3D-rendered Renault KADJAR with drones highlighting its key features and to enjoy details of the vehicle as if it were in front of his eyes for real with the ability to access more information on the local Renault website with just a click.
These 2 experiences were locally customised with various formats for both in-store and experiential communications (standing display, A2, A3, A5…) and were also brought to Renault’s CRM and PRM contacts via emailing. And this is just a piece of the fully integrated
campaign which also includes a TV ad starring Chewbacca and the Falcon Millennium, a 360° VR video clip of “Solo: A Star Wars Story” that was exclusive to Renault dealerships
weeks before the movie release, national raffles across Europe with a chance to win a trip to San Francisco and of course a full galaxy of online content displayed on Renault’s social
media channels.
Did you know? In 2017, Renault had already been working on branded content with Shazam founder Chris Barton in another “Take the alternative road” campaign. Barton acted as chauffeur to take an entrepreneur for a tour drive and a chat on-board Renault KOLEOS instead of driving him straight to a conference where the youngster was supposed to attend a talk by…Chris Barton himself!