| Title | PARKING DRAMA |
| Brand | RENAULT DEUTSCHLAND |
| Product/Service | RENAULT EASY PARK ASSIST |
| Category |
A05. Live Broadcast / Live Streaming |
|
Entrant
|
PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Idea Creation
|
PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Production
|
STERNENBERG FILMS Köln, GERMANY
|
|
Additional Company
|
RENAULT DEUTSCHLAND Bruehl, GERMANY
|
Credits
| Timm Weber |
Publicis Pixelpark |
COO |
| Andreas Brunsch |
Publicis Pixelpark |
Executive Creative Director |
| Felipe Franco |
Publicis Pixelpark |
Creative Director |
| Philipp Hentges |
Publicis Pixelpark |
Creative Director |
| Andre Bedekovic |
Publicis Pixelpark |
Creative Director |
| Matthew Thiessen |
Publicis Pixelpark |
Junior Art Director |
| Sebastian Süß |
Publicis Pixelpark |
Copywriter |
| Oleg Friesen |
Publicis Pixelpark |
Motiondesign |
| Christopher Remmers |
Publicis Pixelpark |
Motiondesign |
| Bettina Laux |
Publicis Pixelpark |
Account Director |
| Konstantin Korenchuk |
Sternenberg Films |
CEO |
| Simon Pilarski |
Sternenberg Films |
Director |
| Thomas Piper |
Freelancer |
Cameraman |
| Duc-Anh Dinh |
Freelancer |
Production Manager |
| Dany Broich |
Publicis Pixelpark |
Project Manager |
| Dr. Barbara Schinzel |
Publicis Pixelpark |
Project Manager |
| Sebastian Felix Schwarz |
Publicis Pixelpark |
Executive Web Developer |
| Marc Vongerichten |
Publicis Pixelpark |
Web Developer |
| Christopher Ressel |
Publicis Pixelpark |
Producer Display Ads |
| Birkan Inan Sunay |
Publicis Pixelpark |
Art Director |
| Holger Lückerath |
Publicis Pixelpark |
Designer |
| Axel Halász |
Publicis Pixelpark |
Junior Art Director |
| Fabian Franz |
Publicis Pixelpark |
Art Trainee |
| Fabian Rangol |
Renault Deutschland AG |
Client |
The Campaign
We found out that drivers spend about 12 hours per month parking. And we knew that people love to watch other people fail. We combined the two facts and created an idea that demonstrates exactly this: We live-streamed a couple’s struggle with a tricky parking space for 12 hours. The first Periscope Live Stream Event: not only perfect content for bystanders and pedestrians, but also for social media where people love to watch other people’s failures. To increase people’s already high involvement we integrated mini events – like a flight controller trying to help, or a pizza delivery guy that brought something to eat. And after watching the couple’s hours-long hassle in a competitor’s car, our hero appears. In front of everybody’s eyes the Renault Kadjar parks in quickly and we convey our message: ‘Why not make parking easy! The new Renault Kadjar with Easy Park Assist.´
Creative Execution
We produced the first live stream prank on Periscope and filmed a couple trying to park with a competitor’s car. For 12-hours. And always live. We streamed on Periscope and simultaneously streamed Periscope into banners on major German car sites like Auto Bild, Auto Motor Sport, autoscout24.de, etc. While trying to park, we would let funny things happen in order to increase the already high involvement: tourists gathering, a live broadcasting of a soccer game. People immediately reacted to those incidents and had fun – and users started a battle of comments, making it a huge success on social networks
Our banners had an average spending time of 3 minutes time spent and a click rate 3 times higher than average. This parking drama caused countless reactions on social media: 35.000 people were watching the life stream, giving 140.000 hearts and commenting in 20 different languages. That made us the world-wide #1 trending video on Periscope, which resulted in a twenty-fold increase of Renault’s followers.
We wanted to prove that the new Renault Kadjar with Easy Park Assist makes life easier – but in a fun way. We found out that drivers spend about 12 hours per month parking. And we knew that people love to watch other people fail. So we decided to show exactly this: a Periscope live event were a couple is trying to park. For 12 hours. Always live. Basically we took a parking space, the prototypical spot of failure, and exposed it on social media, the place with the most finger-pointers. Users couldn’t stop watching and commenting our video.
We combined both facts: Drivers spending 12 hours per month parking and people loving to see other people fail. So we showed them exactly what they like: a 12 hours parking fail and live-streamed it where most finger-pointers are: on social networks.