| Title | TWINGO STILETTO |
| Brand | RENAULT |
| Product/Service | RENAULT TWINGO |
| Category |
A05. Product Launch/re-Launch or Multi-Product Promotion |
|
Entrant Company
|
PUBLICIS LX Lisbon, PORTUGAL
|
|
Advertising Agency
|
PUBLICIS LX Lisbon, PORTUGAL
|
Credits
| 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 Brief
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.
Campaign Success
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 directly solved a problem of the target, showing it that the brand is oriented to its needs. The idea was first presented at Vogue Fashion's Night Out, on September 11th 2014, after a brief teaser on the booklet of the event. It was then displayed on dealerships and on Lisbon's largest department store, on the Shoes floor. It was there for three weeks, priced over 11.000€, but offering a Twingo with its purchase.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The Twingo Stiletto was created to promote the new Renault Twingo and direct it to a female audience, a target that had eluded the brand. It was meant to make both Twingo and Renault itself become top-of-mind not just as brands per se, but also as authorities in design and trends, something Renault sought to counteract the perception that the brand is nothing but a cost-effective choice. It was also important to establish Renault, as a brand that cares for women and their needs. High heels are a much talked topic in Portugal because it is so hard to walk in them in our pavements, so cars are the obvious choice, but when it's even harder to drive in them that leaves women without options. That was a great opportunity for Renault to show its love for women.