Title	TWINGO STILETTO
Brand	RENAULT
Product/Service	RENAULT TWINGO
Category	A04. Promotional Item Design
Entrant Company	PUBLICIS LX Lisbon, PORTUGAL
Advertising Agency	PUBLICIS LX Lisbon, PORTUGAL

Name	Company	Position
Pedro Ribeiro	Publicis Lx	Creative Director
Maria Lisbon	Publicis Lx	Copywriter
Pedro Oliveira	Publicis Lx	Art Director
Ricardo Ferreira	Publicis Lx	Art Director
Freddie Brando	Publicis Lx	Copywriter
Arek Baczyk	Publicis Lx	Art Director
Susana Doutor	Publicis Lx	Account Director
Maria João Santos	Publicis Lx	Account Director
Cristina Almeida	Publicis Lx	Agency Producer
António Júnior	Publicis Lx	Agency Producer
Adolfo Magalhães	Activooh	Producer
Luís Onofre	Luis Onofre	Designer

Brief Explanation

This campaign was geared toward women, a target overlooked in car communication and with a weak relationship with the brand. Women are a huge audience, conquering their loyalty is essential. The design focus reinforces a necessity of the brand: establishing its design and quality value, instead of just being a cost-effective purchase. This idea is based on the concept of design as a problem-solver, a USPs of the product and an important value for the brand. It also solved a problem of the target, showing it that the brand is oriented to its needs.

The Brief

Renault was launching the latest Twingo, the iconic car. Heavy on design features and now targeted to glamorous women, how could we get this audience to pay attention to this car?

How the final design was conceived

We created a new product that would matter to women while being surprising: high heels for cars. This idea is based on the concept of design as a problem-solver, a USPs of the product and an important value for the brand. It also solved a problem of the target, showing it that the brand is oriented to its needs. In this case, with a car geared towards design and functionality, we took that and applied it to a problem our target, women, may have while interacting with the product: driving in heels. We realised early on that we needed someone a shoe designer that could provide us technical solutions and a wide range of materials so that the shoe could be as fashionable and functional as we intended it to be. The lines and materials were inspired by the cars, with the colours matching the cars' pantones.

Indication of how successful the outcome was in the market

The association Twingo and shoes proved fun and profitable. Two months before the official launch, Renault was already receiving pre-orders. All 100 pairs of Twingo Stilettos sold out and there's a waiting list for the next batch. There has even been interest from other countries in adopting this fashionable car feature. Spain has already placed their order and scandinavian countries have also reached out to us. This action had 513 959 impressions. For context, that’s about the number of people living in our capital. We had an online viewing rate of 24% with 19% clickthrough rate, impressive when the national average is 6% at its best. During Vogue Fashion’s Night Out, 65 000 people discovered the Twingo Stiletto. That helped Renault garner 100 pre-orders of the Twingo. After the launch, thousands of people interacted with the Stiletto during its two week stay at a popular department store in Lisbon. We also made it to television, with both the national network (RTP) and the most popular private network (SIC) inviting us to present the Twingo Stiletto. Numerous fashion and sports magazines also featured our shoe, including fashion-bible Vogue.