Renault Promo, Case study SQUEEZING OUT by Lew'Lara\TBWA Sao Paulo

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SQUEEZING OUT

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Art Director Cleber Zerrener, Ritiane De Cássia, Isabel Araújo
Copywriter Natália Mamede, Milena Gouvea
Released June 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: RENAULT
Product/Service: NEW LOGAN
Agency: LEW'LARA\TBWA
Date of First Appearance: Jun 10 2010
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Entry URL: http://www.yeastside.com/newlogan.html
Chief Creative Officer: Domênico Massareto (ID / TBWA)
Creative Coordinator: Rodrigo Manfredi (ID / TBWA)
Copywriter: Natália Mamede (ID / TBWA)
Copywriter: Milena Gouvêa (ID / TBWA)
Art Director: Isabel Araújo (ID / TBWA)
Art Director: Ritiane de Cássia (ID / TBWA)
Art Director: Cleber Zerrener (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: Brand Channel Video - Youtube - 6 June 2010

Insights, Strategy & the Idea
The goal was to launch, on the internet, a sedan car, with the biggest internal space of the category, for middle class family men in Brazil who are not used to complex navigation websites. The insight was in using the ‘full screen’ Youtube function to high light the New Logan feature. It was relevant for the client and the target because the idea was innovative, easy to understand and interact.

Creative Execution
We created a Youtube video telling the story of a family trip on a tight regular sedan. In the middle of it we invited the consumer to watch the movie in full screen. The consumer was then surprised: the regular car was transformed, when in full screen, into the spacious Renault Logan and the trip was now comfortable.

Results and Effectiveness
During the 3 months that the Youtube channel was available for the audience, the film was seen over 800,000 times, generating more than 35 thousand hours of contact with the brand.