| Title | PARKING DRAMA |
| Brand | RENAULT DEUTSCHLAND |
| Product/Service | RENAULT EASY PARK ASSIST |
| Category |
C01. Online Ad |
|
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 and the first time that Periscope was integrated into a banner ad. Perfect for social media where people love to watch other people’s failures: we created a ‚situation’ that users just couldn’t click away. 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 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.
Our banners had an average spending time of 3 minutes and a click rate 3 times higher than average. This parking drama caused countless reactions on social media: 35.000 people were watching the live stream, giving 140.000 hearts and commenting in 20 different languages. That made us the worldwide #1 trending video on periscope, which resulted in a twenty-fold increase of Renault’s followers.
Our target group are normal and online-affine people. We found out that they love to watch other people failures – just like in internet fail compilations. On the other hand they have developed what is known as ‘banner blindness’ and mostly ignore banner ads or just look at them for the split of a second. And they like watching content on their smartphones. So we created content that they just had to watch and couldn’t click away: A 12 hours-long fail of a couple trying to park. This was live-streamed in a banner via Periscope – and simultaneously shown where most of the finger-pointers are: on social networks. And, of course, this could all be seen via mobile devices at any time as well.