Renault: The Silent Song Contest by Boondoggle Brussels for Renault

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Renault: The Silent Song Contest

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market Belgium
Agency Boondoggle Brussels
Creative Director Stef Selfslagh, Vincent Jansen
Creative Pieter Claeys, Bart Gielen
Strategic Planner Glenn Van Hoof
Released December 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: RENAULT
Product/Service: RENAULT CLIO
Agency: BOONDOGGLE
Client Contact: Xavier Laporta/Mich Baron (Renault Belux)
Creative Director: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creative: Bart Gielen/Pieter Claeys (Boondoggle)
Strategic Director: Peter Verbiest (Boondoggle)
Strategic Planner: Glenn van Hoof (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Account Team: Johan de Backer/Bert Gybels (Boondoggle)
Project Manager: Dimitri Honlet (Boondoggle)
Design Director: Jonas Verheijden (Boondoggle)
Design: Sven Verfaille/Nancy Vanoppen (Boondoggle)
Multimedia Developer: Katsuyuki Nagatani/Jelle Vuylsteke (Boondoggle)
UX Design: Katsuyuki Nagatani/Hans Dreesen (Boondoggle)
Technical Developer: Pieter Bosteels (Boondoggle)
Film Producer: Doris de Smet (Boondoggle)
Production Company: Mojuice (Mojuice)
Media placement: Facebook Application - Game Application On The Renault Facebook Page - 06/06/2011
Media placement: Banners - Belgian Websites: Stubru.be, Mnm.be, Vroom.be, Purefm.be, Funradio.be, Hln.be, 7sur7.be, Ultratop.be - 06/06/2011
Media placement: Facebook Posts - People Could Invite Friends Through Facebook To Help Them Guess The Correct Song. - 06/06/2011

Describe the brief/objective of the direct campaign.
We had to create awareness online in social media about the launch of the new Renault Clio.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We spend a lot of time in our cars. And we spend that time looking at other drivers, who are mostly nose picking or singing. And we always wonder… What are they trying to sing?
To launch the new Renault Clio, we turned this mystery into a competition: The Silent Song Contest. We made 60 movies in banners, all leading to the Silent Song Facebook page. Participants had to guess which song was being sung as quickly as possible. When you guessed the right song, you could hear the actual singing from the people.

Explain why the creative execution was relevant to the product or service.
We launched a campaign around a clear insight: we see a lot of drivers singing in their cars. And we always wonder…What are they trying to sing? By turning that mystery into a game-competition, we got a lot of attention from our target group.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In only 2 weeks, more than 70,000 people visited the Renault Silent Song Contest Facebook page of which 4,600 participated in the contest. The contest was shared 3,880 times on Facebook, which means an estimated reach of more than 500,000 Facebook friends. 1,500 people decided – spontaneously – to become a fan of the Renault Facebook page. And what’s more, the campaign had a lot of press coverage on several national news websites.