A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant
PUBLICIS CONSEIL Paris, FRANCE
Idea Creation
PUBLICIS CONSEIL Paris, FRANCE
Media Placement
OMD FRANCE Paris, FRANCE
PR
OMD FRANCE Paris, FRANCE
Production
BIG PRODUCTIONS Paris, FRANCE
Additional Company
RENAULT Paris, FRANCE
Credits
Name
Company
Position
Marco Venturelli
PUBLICIS CONSEIL
CEO & CCO
Laurent Diot
Renault France
Chief Marketing Officer
Carine Gailliez
Renault France
Advertising & Media Director
Angélique Joniaux
Renault France
Advertising & Brand Activations Manager
Sylvie Baptista
Renault France
EV Contact Manager
Jean-Baptiste Calvani
Renault France
Project Manager Junior
Marcelo Vergara
PUBLICIS CONSEIL
Executive Creative Director
Guillaume Sabbagh
PUBLICIS CONSEIL
Copywriter
Corentin Salignat
PUBLICIS CONSEIL
Copywriter
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
Vincent Renonciat
OMD
Account Director
Bertrand Nadeau
OMD
Managing Director Fuse France
Barbara Fleury
OMD
Account Manager
Why is this work relevant for Brand Experience & Activation?
Renault turned a city into a campaign, by creating the first ever 100% electric vehicles city in the world.
Background
Over the last years, the automotive industry almost spent a billion euros trying to sell electric cars. Even though people all agree the future belongs to electric cars, only 7% are ready to buy one today. The remaining 93% still think they need more autonomy, infrastructures or to leave in a big city to switch to electric. As the leader in electric, Renault had to find a new way to prove them wrong and convince them that switching to electric is possible now and everywhere.
Describe the creative idea (20% of vote)
To prove them wrong, Renault created the first 100% EV City.
Where? In Appy. The remotest town in France. Because if it's possible here, it's possible everywhere. So, we brought an all-electric Renault ZOE to replace every single inhabitants’ car for 3 years. And voilà, we proved a 100% electric world is possible by showing that nothing changed in their life.
Describe the strategy (20% of vote)
If switching to all-electric in the remotest town in France is possible, then it’s possible everywhere. So, by turning Appy into the first-ever 100% electric vehicles city, we showed to the whole world that switching to electric is accessible for everyone, and everywhere.
Describe the execution (30% of vote)
If switching to all-electric in the remotest town in France is possible, then it’s possible everywhere. So, by turning Appy into the first-ever 100% electric vehicles city, we showed to the whole world that switching to electric is accessible for everyone, and everywhere.
List the results (30% of vote)
Journalists started to talk about the campaign more than 1 month before the launch of the campaign generating 400.000€ of earned media.
After we launched the campaign, broadcasted our documentary online and on TV, we reached 1.000.000€ of earned media and 63.000.000 views for 29.000.000 impressions.
one year after the launch of the campaign, Renault increased its ZOE’s sales by 50% and officially became the best E.V. seller in Europe. Oh, and by the way, Appy inhabitants saved 7 000 litres of gas and 10 tons of CO2.