Title	CROSSOVER
Brand	RENAULT
Product/Service	CARS
Category	A03. Online: Fiction & Non-Fiction
Entrant	RENAULT Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE
Production	PRODIGIOUS Paris, FRANCE

Name	Company	Position
Gaëlle Le Grouiec, Adela Perez, Olivier Bourquin, Antoine Hery, Stephane Bonnege	Renault Europe	Renault Europe
Publicis Conseil	PUBLICIS CONSEIL	Advertising Agency
Marcelo Vergara / Kevin Ulvé	PUBLICIS CONSEIL	Executive Creative Director / Creative Director:
Antoine Giraud / Thomas Roques	PUBLICIS CONSEIL	Creative Team : CR / DA
Stephane Gaillard, Gaëlle Morvan, Léa Sayada, Cassie Bienvenu, Fanny Desvignes	PUBLICIS CONSEIL	Account Executives
Prodigious ; Maude Guilbert, Charles Petit	Prodigious	Producers
Agus Berruezo	xx	Director
Agus Berruezo	xx	Director
Digital	Digital	Media

The Campaign

If something is not linear in life, at every age and has infinite roads, it’s love. Married, divorce, first love, sex friend, girlfriend, lover, cheating, finding love again, and again … your sentimental life will encounter a lot of roads. Renault is here to make your life easier no matter the alternative road you take. When you are young, sentimental life is more instable than ever. Today, 1/5 men from 25 to 35 have tattoos. And some tattoos were made to express your love, like the famous tattoo representing the name of your love one. But if the ink on your skin is eternal, your first love might not be and you could regret this first decision. When everyone wants to cover their old “ex name tattoo” with a new one, we propose you an alternative road, completely unexpected: Finding a new love that matches with your tattoo.

Creative Execution

this digital first campaign has been thought « mobile first », principal device of those 3 audiences, which have individual consumer needs. This meant focusing on personalised digital media to target consumers individually, in addition to more traditional ATL media, with consideration of the full customer journey for those in and out of market. The 360° campaign is broadcasted around Europe and composed of TV, digital and social activations, and a digital amplification on Facebook, based on our storytelling platform over a 12 month period.

TVC : More than 16 millions views on TV, Facebook, Youtube & Instagram Ep 0 : More than 2,2 millions views on Facebook, Youtube & Instagram Ep 1 : More than 1,2 millions views on Facebook, Youtube & Instagram

Our goal was to make the content compelling engagement part of popular culture by making it as authentic and contemporary as possible. Our story is around a playful game, finding the perfect match. We rooted the idea on a real trend: the fact that 20% of our audience have a Tattoo. In the era of Netflix, we told the story in a format that people are used to: a serie We know people are most likely to see it on a mobile.

Today, Crossovers are usually positioned as ‘escape cars’ that complement people’s individuality. Renault and Publicis had a strong belief which was that nobody uses a Crossover to run away from life. Instead, Renault wanted to stay true to the DNA of a Crossover, and their capability to seamlessly switch between on-road and off-road. Based on this conviction, Publicis came up with the common platform: “Take the Alternative Road” as a state of mind, an invitation to reconsider life, more than escaping from it.