RABBIDS VS RABBIDS by Marcel Paris for Renault

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RABBIDS VS RABBIDS

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Industry Cars, Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Creative Director Loick Clermonté, Julien Benmoussa
Art Director Adrien Havet
Copywriter Cédric Leplat
Account manager Jean-Frédéric Bloy
Released November 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: RENAULT
Product/Service: RABBIDS GAME
Agency: MARCEL
Date of First Appearance: Nov 2 2010
Entrant Company: MARCEL, Paris, FRANCE
Partner: Pascal Nessim (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Julien Benmoussa (Marcel)
Creative Director: Loick Clermonté (Marcel)
Art Director: Adrien Havet (Marcel)
Copywriter: Cédric Leplat (Marcel)
Account Manager: Arthur Trarieux-Lumière (Marcel)
Account Manager: Thomas Ceccaldi (Marcel)
Account manager: Jean-Frédéric Bloy (Marcel)
Account Manager: Julien Dassonval (Marcel)
Account Manager: Sébastien Llanta (Marcel)
Technical Manager: Mickael Dauphinot (Marcel)
Technical Manager: Laurent Berthelot (Marcel)
Advertising Manager: Guillaume Josselin (Renault)
Advertising Manager: Isabelle Fossecave (Renault)
Advertising Manager: Olivier Bourquin (Renault)
Media placement: Iphone Video Game - Available On App Store, To Use On Iphone - 02 November 2011

Insights, Strategy & the Idea
Following an initial powerful advertising campaign about the Renault Grand Scénic & the Raving Rabbids World Tour both on TV and on display, how to regain interest and thus attract users to the site?

Creative Execution

To create an innovative game using a unique « iPhone remote » technology that allows you to turn your iPhone into a game controller via an application available on the App Store. The rules of the game are simple and completely raving: the users scan a QR code on the website. Once identified, they embody a rabbid and must shake their iPhone as quickly and strongly as possible to seize the hands-free card and thus take the wheel of the Renault Grand Scénic.

Results and Effectiveness
In one month, the application has been downloaded 57,000 times and more than 360,252 games have been played.