Winners & Shortlists


Category E01. SOCIAL VIDEO
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
Romain Payan We Are Social Art Director

Creative Execution

Three days before the campaign reveal, we caught people’s attention with an intriguing video teaser leveraging the Knight Rider series. As a result, influencers started blogging and tweeting about it with the #TraficRider hashtag. The Trafic Rider reveal film was then sent exclusively to select social media influencers and automotive and marketing journalists, and then pushed to a wider audience through a media campaign on the following day. The film was hosted on a dedicated social website offering additional content (backstage pictures, animated GIFs…). A brand content kit was created and a strategy executed via Renault subsidiaries, helping them animate their local social communities to encourage conversations, perpetuate the legend of Michael Craftsman and extend the campaign beyond the film.

The campaign raised huge awareness globally. • The Trafic Rider film reached 1 million views in 2 days • Now, Trafic Rider has reached 2 million views in approx. 1 month – with 21% organic views and a completion rate of 81% • The teaser has over 140,000 views, without any media spend • Over 250 blog posts & press articles and thousands of tweets mentioned the campaign • Sentiment was overwhelmingly positive : 98% positive on blogs, Twitter and forums and 82% on YouTube

Renault wanted to generate awareness around the launch of its New Renault Trafic van, targeting tradesmen and those who influence them – not an easy audience to reach. We took a disruptive approach to create global conversations around the new model, showing off its unique selling points in a truly creative way, with an unusual source of inspiration – a legendary 80’s American TV show. Trafic Rider is a homage to the TV classic Knight Rider. It heroes the Trafic’s target audience, tradesmen, our ‘everyday heroes’. We created the character Michael Craftsman, inspired by David Hasselhoff’s Michael Knight, to team up with his version of KITT, a Renault Trafic, with the promise that their partnership would be a ‘success booster’ for the tradesman. This is how the « Trafic Rider » was born: a man and a van on a mission to boost success.