Title	TRAFIC RIDER
Brand	RENAULT
Product/Service	NEW RENAULT TRAFIC
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
Romain Payan	We Are Social	Art Director

Results and Effectiveness

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

Creative Execution

The film was hosted on YouTube and embedded on a dedicated social website offering additional content (backstage pictures, animated GIFs…). 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. Thanks to the brand content kit, Renault subsidiaries were then able to animate their local social communities (Facebook, Twitter) to encourage conversations, perpetuate the legend of Michael Craftsman and extend the campaign beyond the film.

Insights, Strategy and the Idea

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.