Title	UNDRESS NEW TWINGO
Brand	RENAULT
Product/Service	NEW RENAULT TWINGO
Category	B02. CARS & AUTOMOTIVE SERVICES
Entrant Company	WE ARE SOCIAL Paris, FRANCE
Advertising Agency	WE ARE SOCIAL Paris, FRANCE

Name	Company	Position
Sandrine Plasseraud	We Are Social	Managing Director
Guillaume Lalu	We Are Social	Deputy Managing Director
Clément Chapillon	We Are Social	Group Account Director
Stéphane Maguet	We Are Social	Head Of Creative Technology
Pauline Merlin	We Are Social	Senior Account Manager
Thibaut Sebire	We Are Social	Account Manager
Romain Payan	We Are Social	Art Director

Creative Execution

A couple of days before the strip tweet, we reached out to influencers, including automotive outlets, to offer them a countdown to the event to embed on their site so they could let their communities know about the opportunity to take part in the New Twingo reveal. On the 14th of February, at 5pm, the show began and was live streamed on undressnewtwingo.com (site still available here: http://showcase.weareassets.com/UndressNewTwingo/). The public was encouraged to tweet using #UndressNewTwingo and for every 100 tweets sent, a snippet of the car camouflage was removed with perfectly choregraphed moves executed by professional dancers.

There were over 4,500 tweets sent using the #UndressNewTwingo hashtag. In less than 2 hours, the hashtag was trending organically in France. Altogether the campaign generated 3.8 million impressions on Twitter and over 100,000 people visited the website and watched the strip tweet. Even the critics were impressed: the campaign generated 230 very positive pieces of coverage – blog posts and articles in automotive and marketing media outlets, highlighting the car’s design and the innovative nature of the campaign.

Since its launch in 1993, the Renault Twingo has been the quirkiest car around, with a focus on its curves and colourful features. This year, Twingo fans and the automotive press were eagerly awaiting the launch of the 3rd generation Twingo. For several months before the launch, New Renault Twingo was subject to a lot of speculation both from the automotive press and the general public. Everyone wanted to know what it was going to look like. So we decided to give New Twingo the original – and sexy – reveal it deserved. Many widely publicised spy shots of the car covered in camouflage stickers had been circulated, via blogs and websites, giving a taster of the car’s shape. We therefore offered journalists and the wider public the opportunity to literally strip off these camouflage stickers in the world’s first “strip tweet”, revealing the New Twingo in real time.