Renault Print COLORED FUEL FLAP by Publicis Brussels

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Industry Cars
Media Print, Magazine & Newspaper
Market Belgium
Agency Publicis Brussels
Associate Creative Director Tom Berth, Geert De Rocker
Executive Creative Director Paul Servaes
Creative Director Alain Janssens
Client Service Director Denis Henet - Charlotte Demey
Photographer Pierre Pironet
Released January 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: RENAULT
Product/Service: RENAULT SCÉNIC
Executive Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Associate Creative Director: Tom Berth/Geert De Rocker (Publicis Brussels)
Creation: Marko Leus/Daniel Vanden Broucke/Tom Berth/Geert De Rocker (Publicis Brussels)
Photographer: Pierre Pironet
Retoucher: Sylvain Payelle
Art Buyer: Laurence Maes (Publicis Brussels)
Graphic Designer: Christophe Vantricht (Publicis Brussels)
Client Service Director: Denis Henet (Publicis Brussels)
Account Director: Francis Lippens (Publicis Brussels)
Account Manager: Jonas De Wit/Julie Oostvogels (Publicis Brussels)
Traffic: Marleen Hemeleers (Publicis Brussels)
Radio Production: Cobra
Web Production: Bureau 347
Head Of Design/Screen Design: Sven Grothe (Bureau 347)
Motion Design: Nicolas Hicorne (Bureau 347)
Creative Technologist: Melvyn Hills (Bureau 347)
Project Manager: Gregory Leconte (Bureau 347)
Client Director: Jérôme Franck (Bureau 347)
Media placement: newspaper ad - Het Laatste Nieuws, De Morgen, Le Soir - 01/02/2012
Media placement: magazine ad - Autogids, Autowereld, De Bond, Ouders, Cine Télé Revue, Dag Allemaal, Elle Belgique, Femmes d’Aujour - 01/02/2012
Media placement: radio spot - Joe FM, Q music, Radio Twee, Studio Brussel, MNM, IP, La Première, NRJ South, VIVA-cité, Classic 21, - 01/02/2012
Media placement: direct mailing - various - 01/02/2012
Media placement: Online banners - various - 01/02/2012
Media placement: website - - 01/02/2012
Media placement: facebook - online - 01/02/2012
Media placement: twitter - online - 01/02/2012

Describe the objective of the promotion.
Sell the Renault Scenic with the brand new Energy dCi 110 engine by
making it stand out as the lowest consumption MPV on the market: 4,1l /km

Describe how the promotion developed from concept to implementation.
To help people remember where the gas tank is, Renault offered a brand new option with the new Scenic: the colored fuel flap. When buying a Scenic, people could actually choose a fuel flap cover in yellow, red, green or any other striking color that will constantly remind them what side their gas tank is at.

Explain why the method of promotion was most relevant to the product or service.
When visiting a gas station, people sometimes can't remember what side their gas tank is at. Especially drivers of low consumption cars such as the new Renault Scenic have this problem, as they have to fill up less frequently. The colored fuel flap is a practical reminder. And it’s nice to have.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign ran in February. During this month 525 Renault Scenic were sold, 175 of which with a colored fuel flap. All of them now still draw the attention on the engine’s low consumption.