Title	BUSINESS BOOSTER
Brand	RENAULT ITALIA
Product/Service	AUTOMOTIVE
Category	A03. Cars & Automotive Products & Services
Entrant	PUBLICIS ITALY Milan, ITALY
Idea Creation	PUBLICIS ITALY Milan, ITALY
Media Placement	OMD Milan, ITALY
Production	THINK CATTLEYA Rome, ITALY

Name	Company	Position
Bruno Bertelli	Publicis Italy	Creative Director
Cristiana Boccassini	Publicis Italy	Creative Director
Francesco Martini	Publicis Rome	Creative Director
Massimo Guerci	Publicis Italy	Digital Creative Director
Emiliano Soranidis	Publicis Italy	Art Director
Alessandro Candito	Publicis Italy	Associate Creative Director
Roberto Rosi	Publicis Italy	Copywriter
Paolo Bartalucci	Publicis Italy	Associate Creative Director
Daniele Papa	Publicis Italy	Copywriter
Iacopo Gioffrè	Publicis Italy	Digital Art Director
Santi Urso	Publicis Italy	Digital Art Director
Mauro Lucafò	Publicis Italy	Digital Art Director
Emanuela Dionisi	Publicis Italy	Account Director
Sathya Weerasinghe	Publicis Italy	Account Executive
Vittorio Cafiero	Publicis Italy	Project Manager
Bruno Tecci	Publicis Italy	Strategic Planner
Bela Ziemann	Publicis Italy	Strategic Planner
Giulia Atzori	Publicis Italy	Agency Producer
Laura Pace	Publicis Italy	Agency Producer
Elisabeth Leriche	Renault Italia	Advertising and CRM Manager
Julie Savoure	Renault Italia	Advertising and CRM Executive
Vellas	Think Cattleya	Director
Francesca Cordio	Ascent Film	Interactive video director
Fulvio Bonavia	Think Cattleya	DOP
Giorgio Ferretti	Google ZOO	Creative Business Partner
Pierfrancesco Frosini	OMD	Communication Manager
Federica Melani	OMD	Digital Account Director
Andrea Scotti	Publitalia Branded Entertainment	Crossmedia & Branded Entertainment Director

The Campaign

To work in the same enterprise, every day in a very close contact to each other, causes relationship crisis between fathers and sons thus affecting their business, too. Renault comes to the rescue of family run enterprises with an innovative solution: let fathers and sons cooperate but at a distance. How? Through an APP, developed together with Google For Work, which provides a set of digital tools to share all the phases of their work (files, memo, docs, delivery schedules share, etc.) without sharing the same workplace. This way Renault Business Booster distances fathers and sons at work but reconciles them in the private life. And the recovered family union boosts their business, too.

Creative Execution

We developed the Business Booster APP in collaboration with Google for Work. It deals with an APP providing all the necessary tools to let fathers and sons cooperate at distance. The launch was supported by an integrated campaign, since July 2015, on TV, print, radio and display. In the meantime, a roadshow throughout 100 Italian cities promoted the new range at the dealers, who arranged events and test drives thus generating leads. Some of the fathers&sons couples from the enterprises who took the test drive, became protagonists of interactive videos in which users can explore the features of different commercial vehicles by switching from father’s to son’s point of view. A digital platform have been developed to host all the contents. On December 2015, thanks to the collaboration with Publitalia, the campaign idea also became a TV show “Sos Family Business”: 4 episodes aired on Mediaset channels in prime time.

Results

79.000 app downloads Digital media impressions: +29.000.000 (+ 45% impression delivery) Direct activation: +3.000.000 sent 1.500.000 interactive video views TV show “SOS Family Business”: - 2.215.700 TV reach on individuals - +41% Twitter followers’ daily grow during TV show onair - 4 times trending topic during TV show onair 11.391 leads +40% commercial vehicles sold vs. 2014 + 40% converted vehicles sold vs 2014 Renault: 1st importer of commercial vehicles in Italy in 2015

The Renault Business Booster campaign started from a one-to-one action on a specific target database of small and medium-sized enterprises, through direct emailing, dealership dem inviting to events, telemarketing, call to action to book test drives. These actions and the direct contact with consumers involved were opportunities to provide and to experience the most innovative products and tools designed by Renault to give a boost to the business of these family businesses. And their stories became content which conveys more broadly the "Your success booster" positioning of the brand.

The campaign addresses craftsmen, small entrepreneurs, owners of family-run businesses, a specific Renault’s target database which has been contacted and involved through direct marketing actions. Renault, with his commercial vehicles, has always been close to small businesses providing them with the best tools to work with. This time, to promote and position the new range as the “success booster” for any kind of business and to make it relevant to the target, Renault identified a problem that usually causes crisis in family run businesses and created tools able to solve it out.