DRIVE THE CHANGE by OMD Lisbon for Renault

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DRIVE THE CHANGE

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Portugal
Agency OMD Lisbon
Released February 2010

Credits & Description

Category: Best Use of Magazines
Advertiser: RENAULT PORTUGAL
Product/Service: BRAND MESSAGE
Agency: OMD
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: OMD , Lisbon, PORTUGAL
Managing Director: Paula Folgado (Tempo OMD)
Deputy Managing Director: Vera Paulino (Tempo OMD)
Head Strategic Planner: Inês Jardim (Tempo OMD)
Account Director: Carla Ourelo (Tempo OMD)
Commercial and Marketing Director: Isabel Fontinhas (Wibii Marketing Tailor)
Commercial Director: Lígia Reis (Sábado (magazine))
Advertising Director: Joana Cardoso (Renault)
Media placement: Magazine - Sábado - 18 February 2010

Results and Effectiveness
This action surprised the national and European markets due to its innovation and technological feature and it was subject to a wide number of news articles in national and international press, gaining higher visibility and awareness for the campaign and covering all media costs.

Creative Execution
This technology, in a triptych format, shown on a 5cmX3.7cm screen with audio, permitted Renault to present its major brand launches, including the electric car models. There were 6 videos available: one that was automatically activated just by opening the pages and 5 other more activated by pushing buttons on the page. “Sábado”, one of the largest news week magazines in Portugal reaches out to a broad target, boasting of a high circulation. It was the selected title to distribute the “Video-in-print”. In order to obtain higher involvement with the target, a contest was launched requesting readers to participate by writing a sentence about the “World Changes”, inspired by the new brand’s signature. Video-in-print was promoted in the previous edition of publication (also with the contest challenge) and on its site. The winner would have the opportunity to win a weekend in “Pousadas de Portugal” (Portuguese Inns) driving a MéganeRS.

Insights, Strategy & the Idea

“Drive the Change” is Renault’s new signature launched in 2010 with a strong TV and on-line campaign. The new line aims to position the brand as innovative, and inspire a change in history through the launch of the first range of electric cars. The Strategy focused on reproducing “Drive the Change” into the media world by using, for the first time in Europe, a completely new media support, Video-in-Print, itself, a driver of change in the print media. Video-in-print is a paper format, which uses a digital technology that allows the reader to view and listen to several films of the brand in a small screen. It is an interactive media, since the reader can choose the videos by pressing on the several buttons available on the page.