Renault Promo, Case study A REASON FOR YOU TO EXPLODE YOUR CAR by ID Sao Paulo

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A REASON FOR YOU TO EXPLODE YOUR CAR

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency ID Sao Paulo
Art Director Caio Rogério, Felipe Todesco, Fernanda Sabaudo, Cleber Zerrener, Fabio Favaro
Copywriter Milena Gouvea, André Filipe Barro
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: RENAULT
Product/Service: FLUENCE
Agency: ID\TBWA
Date of First Appearance: Apr 25 2011
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Entry URL: http://www.yeastside.com/explodemedia.html
Chief Creative Officer: Domênico Massareto (ID / TBWA)
Creative Coordinator: Rodrigo Manfredi (ID / TBWA)
Art Director: Fábio Favaro (ID / TBWA)
Art Director: Felipe Todesco (ID / TBWA)
Art Director: Fernanda Sabaudo (ID / TBWA)
Art Director: Cleber Zerrener (ID / TBWA)
Art Director: Caio Rogério (ID / TBWA)
Copywriter: André Filipe Barro (ID / TBWA)
Copywriter: Milena Gouvea (ID / TBWA)
Planning Director: Igor Puga (ID / TBWA)
Media Director: Kauê Cury (ID / TBWA)
Media Manager: Adriana Molari (ID / TBWA)
Media Manager: Carla Sarno (ID / TBWA)
Operations Director: Natália Gouvea (ID / TBWA)
Project Manager: Henrique Salvadori (ID / TBWA)
Account Director: Maury Tognolo (ID / TBWA)
Account Manager: Daiane Rosa (ID / TBWA)
Marketing Director: Tiago Hubner (Renault)
Media placement: Hotsite - Www.renault.com.br/fluence - 25 April 2011
Media placement: Youtube Brandchannel - Youtube.com - 27 April 2011
Media placement: Home Page Streaming Live - Youtube.com - 28 April 2011
Media placement: Home Page MSN Today Banner - MSN.com.br - 28 April 2011
Media placement: Home Page Richmedia Banner - TERRA.com.br - 28 April 2011
Media placement: Home Page Richmedia Banner - UOL.com.br - 28 April 2011
Media placement: Home Page Yahoo Special Action - Yahoo.com.br - 25 April 2011
Media placement: Home Page Island - IG.com.br - 28 April 2011

Insights, Strategy & the Idea
The goal was to launch a new car and introduce Renault in the Brazilian segment of sedans. The target was men with high purchasing power. They only related to the brand through awareness, since this would be the first product directed to them. So, in order to draw attention from those who owned other sedans and to bring out the product differentials, we decided to literally blow up the competition. We made clear that those cars were not relevant anymore after the launch of New Renault Fluence.
It was relevant for the target because, symbolically, they also blew up their problems and concerns through tweets that were projected on the car. It was relevant for the client because the campaign had great results and Renault was responsible for the biggest live broadcast campaign on Brazilian internet.

Creative Execution
The strategic solution was to join a global concept with a local action. The launch was celebrated with the explosion of a car, which represented all consumer’s worries and dislikes.
The media channels were: a campaign’s hotsite, a brand channel on Youtube, a fan page on Facebook, Twitter, MSN’s tab, and banners on the home page of most important Brazilian portals such as MSN, iG, Yahoo, Terra, R7 and UOL. All that together made this the biggest live broadcast campaign on Brazilian internet that impacted over 90% of all internet users in the country.

Results and Effectiveness
The video was watched more than 328 thousand times through broadcast banners on the most important Brazilian portals, which were clicked on more than 628 thousand times. The live stream had 2,1 million ‘plays’ when adding the hotsite, the brand channel on Youtube and the official fan page on Facebook. It was the most popular Brazilian brand channel on Youtube in terms of audience, going from the 18th to 1st position in only 72 hours. There were 19 thousand participants and over 32 thousand tweets. Spontaneous media, besides websites, blogs and social networks, was also on newspapers, magazines and TV.