TWIZY LAUNCH PARTY by Laurent Guyot & Co, Publicis Conseil Paris for Renault

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TWIZY LAUNCH PARTY

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Industry Cars
Media Promo & PR, Case study
Market France
Agency Laurent Guyot & Co
Agency Publicis Conseil Paris
Executive Creative Director Dima Kronfol, Thomas Derouault
Editor Marc Rosier
Released March 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: RENAULT
Product/Service: RENAULT TWIZY
Agency: PUBLICIS EVENTS
Agency: LAURENT GUYOT & CO
Account Manager: Celine Zaragoza (Publicis Events)
Project Manager: Marie Godicheau (Publicis Events)
Project Manager: Léa Benaouda (Publicis Events)
Set Designer: Gregory Le Chaix (Publicis Events)
Account Manager: Anne Michaud (Publicis Events)
Chief Executive Officer: Stéphane Lecca (Publicis Events)
Creative Vice Chairman: Olivier Altmann (Publicis Conseil)
DA/Artistic Director: Jean-Marc Tramoni (Publicis Conseil)
Editor: Marc Rosier (Publicis Conseil)
Deputy Director: Edouard Pacreau (Publicis Conseil)
Commercial: Aurore Duhamel (Publicis Conseil)
Commercial: Carine De Oliveira/Aurélie Fretti (Publicis Conseil)
TV Producer: Pierre Marcus/Florence Pottiee Sperry (Wam)
Post Production Accountant: Benoit Duchemin (Wam)
Chief Executive: Thomas Jamet (Moxie)
Deputy Managing Director: Gael Solignac-Erlong (Moxie)
Deputy Managing Directo: Valérie Schetzel (Moxie)
Executive Creative Director: Thomas Derouault (Moxie)
Head Of Music: Jérôme Riera (Moxie)
Agency Producer:  thomas Auduze (Moxie)
Media placement: Digital PR - Save The Date - - 23 February 2012
Media placement: Press Release - - 7 March 2012
Media placement: Event - Auto Show Of Geneva - - 6 March 2012
Media placement: Invitations - - 12 March 2012
Media placement: Photo Coverage For The Purpose Of Journalist, TV And Magazine - - 27 March 2012
Media placement: Press Release - - 28 March 2012

Summary of the Campaign

CHALLENGE AND OBJECTIVE
Partner deeply with a relevant artist to launch Renault’s new line of electric cars as cultural products for the younger generation, while still having a central TV activation (even though French regulations severely impede brand and artists’ partnership on TV).

STRATEGY AND EXECUTION
Build an integrated global music strategy. Partner with David Guetta, whose music and mindset perfectly fits the ‘positive energy’ positioning of the Twizy electric vehicle.
Build a strong 360 activation with the artist that will allow the brand to be closely associated with him in PR, digital, below-the-line etc. and every other media where regulations are not as strictly defined – thus compensating for TV’s limitations.
Use the Guettas and all their own communications channel (Facebook, Twitter, parties etc.) as the main media for the campaign, thus shifting the focus from earned to paid media and appearing more engaging and credible to the audience.
Be as consistent as possible throughout the whole campaign: the Twizy’s commercial on TV was a re-cut version of David’s Alphabeat videoclip (where the car acts a key ‘character’, being recharged by the energy people produced while are dancing on the floor), edited down to comply with French TV’s strict regulations; the 'Plug into the Positive Energy' release party for the AlphaBeat single also took place at L’Atelier; the digital release of the track came with an exclusive 3D Sound Mix App provided by Renault Twizy.

Through this event we built a strong PR campaign by having made the right casting of PR agency and guests, in order to generate a maximum of press releases and reach the Renault Twizy target: the younger generation

The Situation
Renault wanted to upgrade its image toward young generation, media and influencers that’s why we built a PR campain around 1 main action: celebrity endorsement with Cathy and David Guetta. The endorsement's kick-off: 'Plug into the positive energy' party, a VIP party for media, personalities, influencers with the worldwide ambassadors of Renault Twizy, Cathy & David Guetta.

The Goal
The VIP Twizy event at 'L’Atelier Renault' answers to an objective of a media coverage of the partnership between Renault and David and Cathy Guetta.
The aim was to endorse this partnership, and federate influencers and professionals in order to reach the public.

- Before: Auto Show of Geneva, March 6, 2012 - the announcement to journalists of the VIP party, on March 27, 2012 at L'Atelier Renault
- During: opinion leaders (influencers, bloggers, etc.), journalists, VIPs, internal
- After: the general public

Identify the right moment to do the event in order to have the best press release.
Mix Cathy & David Guetta expectations with Renault expectations.
Do the right casting of guests for this exceptional moment.

The Strategy
The PR strategy leaned on 2 needs:
• call upon the expertise of a PR agency
• provide a network of opinion leaders
We made a casting of people and a casting to find the right PR agency. The agency that we choose is specialised in brands events with Celebrities venue. Thanks to a privileged relationships with influencers and the media and a unique expertise and knowledge of their targets, the agency is able to propose targeted solutions.

Execution
In the first place, during the Auto Show of Geneva, Stephen Norman (Senior Vice President, Global Marketing and Communications of Renault) officially announced the event of March, 27th to the professional press’s journalists.

In a second time, 1,500 save the date have been sent to a listing of personalities, opinion leaders and Renault’s employees, hand-picked.
In a third time, 1,500 'Plug into the Positive Energy party's' invitations were sent on March, 13th.

The campaign ran exactly according to the original plan.

Documented Results
At this time, the media value for 'Plug into the positive energy' by Cathy and David Guetta is around more than €285,000, just for France and just 1 month after the event.

Media coverage in France on the biggest and well-known channels, magazines, radios and websites:

- TF1/Show '50 minutes inside' the first TV show in France about people and celebrities: 3.8m of viewers
- Gala's magazine, one of the famous and glamorous people magazine: 2.2m readers

(See press release for details.)