Title	TWINGO STILETTO
Brand	RENAULT
Product/Service	RENAULT TWINGO
Category	A09. Launch or re-launch
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

The Campaign

Renault was launching the latest Twingo. They decided to target it to women, a group that so far had eluded the brand. To do so, the preview of the car was being held at Vogue Fashion’s Night Out. But in an event filled with brands already specialised in women’s needs, how to make a car standout? We decided to create a “car feature” women couldn’t ignore: shoes. But not just any shoes, ones that would help them interact with the Twingo. So, we reached out to Luís Onofre, a designer that has accessoriSed both Michelle Obama and Paris Hilton, to create the first stiletto especially designed to be comfortable and safe for driving. To reach out to women, the Twingo was being previewed at Vogue Fashion's Night Out. But in an event filled with brands already specialised in women’s needs, how to make a car standout? We created a new product that would matter to women while being surprising: high heels and cars. There is always an underlying theme in our work for this client and that is to use at least one of the products features to solve a target's problem. In this case, with a car so 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.

The Brief

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. To reach out to women, the Twingo was previewed at Vogue Fashion's Night Out. But in an event filled with brands already specialised in women’s needs, how to make a car standout?

Execution

The Twingo Stiletto, the first high-heeled shoe designed for driving. Made with perforated leather, just like driver's gloves and vintage driving clothes, with a special ridged sole, for extra grip, and the Stiletto cap, the protective add-on that encases the heel and counter to make the shoe more stable and protect it from friction-caused damage. The final product and its association with the car cemented the perception of Renault as a cool brand making innovative products and helped bring to mind its association with design. Fashion design, including shoe design, is an especially good bet as Renault is a French brand and there's an undeniable link between the "French made" label and fashion. Also, in our market, women have been largely overlooked in car communication, so creating a product - a car feature - just for them really made a splash in a sea of male-oriented campaigns and products.

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. We had 513.959 impressions, that’s the number of people living in our capital. We had an online viewing-rate of 24% with 19% clickthrough rate, the national average is 6% at best. During VFNO, over 65.000 people discovered the Twingo Stiletto. After, thousands of people interacted with the Stiletto during its two weeks stay at a popular department store in Lisbon. We also made it to television, with both the national network and the most popular private network (SIC) inviting us to present the Twingo Stiletto. Numerous magazines also featured our shoe, including Vogue.

The Strategy

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.