| Title | BUSINESS BOOSTER |
| Brand | RENAULT ITALIA |
| Product/Service | AUTOMOTIVE |
| Category |
D01. Launch / Re-launch |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Placement
|
OMD Milan, ITALY
|
|
Production
|
THINK CATTLEYA Rome, ITALY
|
Credits
| 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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
Explain why the method of promotion was most relevant to the product or service
Renault Business Booster is an integrated campaign developed for a target of family run businesses that Renault identified through its client database. Renault got in touch with the target through a roadshow tour throughout Italy, which promoted the new commercial vehicles, thus collecting new leads and deepening needs and insights of this specific kind of workers. Analysis and interpretation of data was crucial for the development of specific solutions and innovative products made by Renault to boost those family run businesses. This way Renault put into effect the “Your business booster” brand positioning
The usage of commercial vehicles clients’ database enabled Renault to identify the specific target of the campaign. Business clients have been engaged through direct marketing actions and they took part to a roadshow throughout Italy, which not only promoted the new vehicles but also had the objective of analyzing and deepening the knowledge about the target in order to point out their needs.
The target came out to be mainly composed of family run businesses, who are at a risk because of conflicting relations between fathers and sons. Renault not only offered them new vehicles, completely renewed in terms of design, technology and performance, but also concrete and innovative support, in terms of solutions, to improve internal management and to let fathers and sons make it up and boost their business.