THE DREAM CRADLE

ClientRENAULT
Category A03. Cars & Automotive Products & Services
TitleTHE DREAM CRADLE
Product/ServiceDREAM CRADLE
Entrant RENAULT Paris, FRANCE
Idea Creation PUBLICIS ITALY Milan, ITALY
Idea Creation 2 PUBLICIS BUENOS AIRES, ARGENTINA
Idea Creation 3 PUBLICIS CONSEIL Paris, FRANCE
PR PUBLICIS ITALY Milan, ITALY
Credits
Name Company Position
Renault / Renault Latin America / Renault Corporate Renault advertiser
Publicis Argentina, Publicis Italy, Publicis Conseil Publicis Argentina, Publicis Italy, Publicis Conseil Agencies
Juan Marcelo de Carlo. / Noel Castillo / Eugenia Guerra / Eric Pasquier Renault Latin America Advertising and Digital Mktg Mgr / Advertising and Media Coordinator / Digital Marketing and CRM Coo
Fabio Mazía / Ignacio Jardon, Paula Kozub Publicis Argentina ECD / Creative Director
Ivan Pinzón / Sebastian Taruella Publicis Argentina Regional Account Director / Agency Producer
Landia / Adrian D´Amario / Diego Dutil Landia Production Company / Executive producer / Producer
Shannon, Agustin Carbonere xx Directors
Papa Music Papa Music Music
Elisabeth Leriche / Enrica Bellomo Renault Italy Advertising, Digital and CRM Manager / Advertising Executive
Bruno Bertelli Publicis Italy Global Chief Creative Officer Publicis WW and CEO
Cristiana Boccassini / Francesco Martini, Alessandro Izzillo Publicis Italy ECD / CD
Eddy Guimaraes / Emanuele Viora / Bela Ziemann / Giulia Atzori Publicis Italy Associate CD & AD / Associative CD & Copywriter / Strategic Planner / TV Producer
Daniela Di Maio, Ilaria Lorenzetti, Benedetta Virga, Giulia Claris Ratti Publicis Italy Client Service Team
Lorenzo Cefis / Nicole Lord / Stuart Greenwald and Alice Baragetti Production Filmmaster Productions Executive Producer / Producer / Editors
Davide Gentile / Luca Costantini e Fabio Casati Production Filmmaster Productions Régie / DOP
Bastien Schupp / Carine Gailliez / Giovanni Costa / Mathilde Chaise Renault Corporate VP - Global Brand Strategy and Marketing Communications / Content & Media Director / Brand advertis
Marcelo Vergara / Patrick Lara PUBLICIS CONSEIL WW CD Renault and ECD, Publicis Conseil / WW Account Director Renault and Managing Director, Publici
Charlotte Baudry, Adrien Dumont, Benjamin Taïeb PUBLICIS CONSEIL Client Service Team

The Campaign

To respond positively to this real need for families, Renault in partnership with Chicco, the largest baby brand in all of Europe, developed "The Dream Cradle": a base, on which to place the cradle, that mimics the movement of the car enabling parents to lull the baby at home, without having to go out. The Dream Cradle is activated through an App that allows to adjust intensity, direction and slope.

Creative Execution

The inspiration came from a commercial posted on the Renault Argentina FB page where a couple was planning a cradle that replicated the movement of a car at home. After watching this, several parents enquired whether the cradle could be produced for real. That’s when Renault looked for a partner, specialized in baby products, to work on a product that could satisfy the desire of many parents. The Dream Cradle was revealed on 10 March 2017, during the Six Nations Press Conference in Rome, with Renault as the Italian Rugby Team Official Sponsor. Soon after the news spread to the web, magazines, newspapers and TV news. The content video was posted on YT and social media; a landing page was developed for info and preorder of the product: www.dreamcradle.it Three weeks later, during Milan Design Week, the Dream Cradle was shown in the Nhow Hotel alongside the Renault Range Test-Drive.

Results

Over 270 press clippings (press, online, radio, tv), equal to 2.400.000 € of free media space. Total views video «The Dream Cradle»: 1.700.000 Reach: 5.600.000 (Youtube, Facebook, Twitter, Instagram) Interactions: 10.700 Rugby match Italy vs France: 60.000 people watched the video content aired during the halftime Test Drive Activity: Lead: 1.000 People Reached: 100.000 Test Drive: 2.500

Renault with its customer promise ''Easy Life" wants to build not just ideas for a better life inside the car but also outside. Because Renault believes that cars are still able to make our life easier. Especially for a target that's particularly relevant for the brand: young families. Born from a consumer demand, the Dream Cradle is a product developed to improve families' life.

The campaign addresses young families with young children, a target that's particularly relevant for the brand globally. That’s why Renault looked for an insight that most of the families could identify with, no matter where they came from. This way it demonstrated how a brand’s promise can be turned into a brand experience to make families' life easier, globally.