Title	TRAFIC RIDER
Brand	RENAULT
Product/Service	NEW RENAULT TRAFIC
Category	A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN
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

The Brief

Renault wanted to generate awareness around the launch of its New Renaut Trafic van, via a digital campaign, 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.

Describe how the promotion developed from concept to implementation

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. After seeding a video teaser, the reveal film was sent to selected influencers and journalists. It was then pushed to a wider audience through a media campaign. The film was hosted on a dedicated website offering additional content . A brand content kit was created to help Renault subsidiaries to animate their local communities to encourage conversations and extend the campaign beyond the film.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

The campaign champions New Renault Trafic’s target market of tradesmen, starring an ‘everyday hero’ fictionnal character « Michael Craftsman ». Using a legendary 80’s American TV show like Knight Rider enabled us to show off Trafic’s USPs in a truly creative way. It is an unprecedented initiative for a Renault Light Commercial Vehicle and the intention is to give Trafic a more dynamic image, to celebrate tradesmen whilst reaching out to a broader audience than just business users. Tradesmen like « Michael Craftman » are indeed men on a mission, a mission to boost success, alone with their ride.