| Title | VILLAGE ELECTRIQUE |
| Brand | RENAULT |
| Product/Service | RENAULT ZOE |
| Category |
A03. Durable Consumer Goods including Automotive |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Marco Venturelli |
Publicis Conseil |
President overseeing creativity |
| Marcelo Vergara |
Publicis Conseil |
Creative Director |
| Guillaume Sabbagh |
Publicis Conseil |
Copywriter |
| Corentin Salignat |
Publicis Conseil |
Copywriter |
| Corentin Salignat |
Publicis Conseil |
Art Direction |
| Guillaume Sabbagh |
Publicis Conseil |
Art Direction |
| Marine Badel |
Publicis Conseil |
Art Direction |
| Guillaume Foskolos |
Publicis Conseil |
Account Director |
| Gaëlle Morvan |
Publicis Conseil |
Account Manager |
| Laurent Enet |
Publicis Conseil |
Account Manager |
| Margot Zandonella |
Publicis Conseil |
Account Manager |
| Didier Tavares |
Publicis Conseil |
Strategic Planning |
| Jérôme Goldman |
Publicis Conseil |
Digital Manager |
| Laura Ceylan |
Publicis Conseil |
Digital Manager |
| Nelly Cohen |
Publicis Conseil |
TV Producer |
| Claire Diot |
Publicis Conseil |
Process Manager |
| Emmanuel Le Ber |
BIG |
Director |
| Emmanuel Bernard |
BIG |
Chief Operator/DOP |
| Pierre Rambaldi |
BIG |
Producer |
| Nicolas Avram |
BIG |
Production Director |
| Natacha Dolard |
BIG |
Post-Production Director |
| Sébastien Rouvière |
Publicis Conseil |
Copywriter |
Why is this work relevant for Direct?
Instead of making an ad on TV to change things and convince people that electric cars are accessible for everybody, we decided to act to do it instead.
Background
Even though everybody thinks that the future belongs to electric cars, only 7% of people are ready to buy one today. So Publicis was asked by Renault to find an idea to address the remaining restraint for an electric car purchase.
Describe the creative idea (30% of vote)
We created the first 100% electric vehicles city in the world. Where? In Appy. The remotest village in France. So, if switching to electric is possible here, it’s possible everywhere.
Describe the strategy (20% of vote)
The strategy for Renault Zoé is: It will change nothing but it will change everything.
Describe the execution (20% of vote)
We brought all-electric Renault Zoé to replace every single car of all inhabitants of Appy, for 3 years. And voila, this village officially became the first in the world driving only electric cars. We made a documentary about it and broadcasted it on TV and online.
List the results (30% of vote)
- 20 million views,
- 13 millions of impressions,
- 1 million € in earned media,
- +50% sales increases.