Title	F1
Brand	RENAULT
Product/Service	AUTOMOTIVE
Category	A02. Non-Fiction: series or film
Entrant Company	PUBLICIS CONSEIL Paris, FRANCE
Contributing Company	PUBLICIS CONSEIL Paris, FRANCE
Production Company	PRODIGIOUS Saint-Denis, FRANCE

Name	Company	Position
Marcelo Vergara	Publicis Conseil	Executive Creative Director
Cedric Gueret	Publicis Conseil	Executive Creative Director
Olivier Altmann	Publicis Conseil	Creative Director
Thierry Lebec	Publicis Conseil	Copywriter
Benedicte Potel	Publicis Conseil	Art Director
Magali Valencia	Publicis Conseil	Ad Assistant
Patrick Lara/Adrien Dumont/Sigolene Nauges/Remy Garnier/Marie Nossereau	Publicis Conseil	Account Managers
Caroline Mechai/David Garcin	Renault	Advertiser Supervisors
Pierre Marcus	Prodigious	TV Producers
Romain Guilbert	Prodigious	Production
Nicolas Galoux		Director

The Campaign

For more than 115 years, Renault has been innovating in motorsport competitions (formula 1, formula Electric, Paris Dakar, etc.) and has been using this knowledge to make every driver benefiting from this expertise. Unfortunately, through time, our target lost this aspect of Renault value. In 2014, Renault was the official engine provider of 2 Formula 1 teams. This was the perfect opportunity to remember to everyone what an everyday Renault is really made of: Renault expertise and innovation issued from Renault's competition history. Our challenge was to deliver this message in a way that would talk to our audience; and to animate the whole GP season with This content. We developed the 'There is some Formula 1 in every Renault' saga. Each episode of this brand content was scheduled to be aired for keys GPs of the F1 season. The concept consisted in bringing the F1 universe into the everyday life, using references and codes that everyone knows even non-F1 fans.

In the end, we aired 9 brand contents, through 8 months, in more than 20 countries reaching a total of 3 500 000 views online and trapped, for real, more than 100 Renault drivers through the world.

This campaign aimed at demonstrating how Renault's expertise in Motorsport is present in everyday Renault cars. We didn't want to illustrate this in a traditional nor institutional way that would not be understood by our core audience. It needed to strike our target's attention with a new tone and style that would match their media behaviour and consumption. As our male target spends a lot of time online, watching videos and sharing contents on its social network, we developed a 9 videos saga that would be aired on digital matching the key F1 GP dates. It generated a regular rendez-vous with our target on a worldwide scale. The creative idea of the hidden camera saga almost came naturally and required a free space to deliver the message properly and reach a specific audience.