GET IT TO THE NEXT LEVEL by Media Planning Group for Renault

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GET IT TO THE NEXT LEVEL

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Industry Cars
Media Promo & PR, Case study
Market Colombia
Agency Media Planning Group
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: SOFASA RENAULT
Product/Service: RENAULT TWINGO X-BOX
Date of First Appearance: Apr 25 2010
Entrant Company: MEDIA PLANNING GROUP, Bogota, COLOMBIA
Group Director: Jaynie Arguello (Media Planning Group Colombia)
Planner Senior: Alejandro Téllez (Media Planning Group Colombia)
Planner Junior: Daniel Chavarriaga (Media Planning Group Colombia)
Planner Junior: Johan Yory (Media Planning Group Colombia)
Catalyst Director: Jorge Contreras (Havas Media Group)
Research Director: Eduardo Sanchez (Havas Media Group)
Media Creative: Manuel Bonilla (Media Planning Group)
Media placement: VIDEOGAMING ROADSHOW - ACTIVATION - 1 APRIL 2010

Insights, Strategy & the Idea
Selling popular cars is not easy, specially in a segment where there is no difference between brands, and price or engine performance are not reasons to make a choice. For Renault the objective was to be competitive in the category of popular cars, most of the time aimed to be the first car in the life of consumers.

They are young, urban and connected people, with a high affinity with computers and videogames. They are living a generational transition and competitiveness runs trough their veins.

How could we take them from a gaming world, to the streets in a real Renault Twingo?
To do it, Renault and Xbox created a Twingo Special Edition: The Twingo Xbox. So we developed a strategy to get to those people, to withdraw from the video games to real life. It was time to “Get it to the next level”.

Creative Execution
To get directly to the gamer community, we created the strategy “Get it to the next level”, a gaming and brand experience direct to our target:

1 gaming roadshow
40 days of playing
7 cities in Colombia
60 universities
10 Renault dealers

“Get it to the next level” went to the universities in Bogotá, Barranquilla, Bucaramanga, Medellín, Cali, Tunja and Pereira recruiting players in a tournment to win the new Twingo Xbox. The videogame to show off their skills was Forza 3, the XBOX racing game that features the TWINGO model thanks to a special software adaptation from Microsoft.

Get it to the next level played its final round in the biggest gamer event in Colombia: The Campus Party, with an audience of more than 6.000 spectators.

Results and Effectiveness
The budget normally used for special series is $ 650.000 USD, in the case of Twingo Xbox was only $ 295.000 USD.

More than 4.000 contestants signed in the Twingo Xbox RoadShow.

More than 14.000 visits to the site.

The whole stock sold out in two months.

During and after the campaign the monthly sales average grow was 61%.

$ 39.000 USD in freepress