MELODY GARDOT by Publicis Conseil Paris for Renault

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MELODY GARDOT

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market France
Agency Publicis Conseil Paris
Director Gary De The Glue Society
Art Director Martin Darfeuille
Copywriter Alexandre Hildebrand
Account Supervisor Edouard Pacreau
Strategic Planner Sophie Benkemoun
Released March 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: RENAULT
Product/Service: BOSE
Agency: PUBLICIS CONSEIL
Date of First Appearance: Mar 1 2011
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Copywriter: Alexandre Hildebrand (Publicis Conseil)
Art Director: Martin Darfeuille (Publicis Conseil)
Account Supervisor: Edouard Pacreau (Publicis Conseil)
Account Managers: C. Roy-Thermes/T. Repelin/C. De Oliveira/C. Zaragoza/R.Garnier (Publicis Conseil)
Advertiser's Supervisors: S.Norman/B.Travade, V.Lasnier/B.Affre (Renault)
Strategic Planner: Sophie Benkemoun (Publicis Conseil)
TV Producers: P. Marcus/A.Boucher/C.Serrano (WAM)
Director: Glue Society
Director of Photography: Alex Barber
Production Company: Wanda Productions
Producers: Jerome Denis/Claire Barnier
Media placement: TV Campaign - France, Germany, Spain, Austria, Portugal, Slovenia - 1 March 2011
Media placement: Print - Slovenia - Middle Of April 2011

Insights, Strategy & the Idea
In 2011, Renault asked us to promote its Renault Bose Edition: a limited range of cars equipped with tailor-made sound system.

The client expected a classical 20 second TV commercial but we came up with an alternative idea and media plan, more appealing to the target.

Creative Execution
A REAL FAKE CLIP.

Instead of making a commercial for a car, we made a clip promoting a singer with a car ad hidden inside.

Results and Effectiveness
We broadcast on music TV channels (MTV, Mezzo, MCM...) as if it was a real clip.