|THE TWITTER PROLONGER
|FUEL EFFICIENT RANGE
|A09. INNOVATIVE USE OF TECHNOLOGY
OMNICOMMEDIAGROUP Stockholm, SWEDEN
PIXEL PITCH Stockholm, SWEDEN
When Twitter released the update that allowed images directly into the Twitter feed, we developed our idea. We created a website called “getfarther.com” where users could enter their tweet. Once the user exceeded the 140 character limit, the Twitter prolonger transformed the remaining characters into an image that seamlessly blended in with the Twitter environment.
The Twitter Prolonger was part of an integrated campaign that contributed to Renault’s most successful Swedish launch ever. What’s more, people were talking about the Twitter Prolonger on notable pubs and social media.
Our research showed that many Swedes don’t know how fuel-efficient Renault’s cars are. We needed to find a simple but powerful way to get our point across.
The insight for the campaign was build around a simple truth: it’s frustrating when you can’t get as far as you want to. Which can often be the case with low fuel economy. We wanted to create a digital metaphor for this truth to really bring it to life.
Using a platform that would reach and influential part our target audience (18-34 year olds) we created the Renault Twitter Prolonger— a branded utility that allowed Twitter users to write longer tweets. Because you can get farther in a Renault.