RENAULT - VILLAGE ELECTRIQUE
| Title | RENAULT - VILLAGE ELECTRIQUE |
| Brand | RENAULT |
| Product/Service | RENAULT ZOE |
| Category |
G08. Market Disruption |
|
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
| 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.
Please tell us how disruption in your market inspired the work
We could have done another commercial or spent another million to promote electric vehicles, like any other brand. But instead, we decided to replace the 11 cars of the 25 inhabitants of the remotest town in France to create the first 100% electric vehicles city. And this campaign had the best results ever. Like never before.