RENAULT - VILLAGE ELECTRIQUE
| Title | RENAULT - VILLAGE ELECTRIQUE |
| Brand | RENAULT |
| Product/Service | RENAULT ZOE |
| Category |
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
| 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 Media?
We turned a city into a campaign, by creating the first ever 100% electric vehicles city in the world. Then, we broadcasted for 1 week on TV it as a 6 episodes documentary series in partnership with the most watched TV channel in France and online as a 15 minutes documentary.
Background
Over the last years, automotive industry almost spent a billion euros trying to sell electric cars. Even though people all agree the future belongs to electric car, 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 / insights (30% 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 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 (20% of vote)
We brought all-electric Renault ZOE to replace every single car of all inhabitants of Appy, for 3 years.
And voila, this village officially became the first city on Earth driving only electric cars.
After one year of driving only ZOE, nothing has changed in this town. People still drive as much as before without having any lack of autonomy or missing infrastructures.
National and local journalists have been invited to the inauguration of this “First ever 100% E.V. city” and to follow the journey of every inhabitants.
Then, we made a 15 minutes documentary about it and broadcasted it on TV as a one-week series and online to prove once and for all how easy and possible it is to switch to electric.
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 of impressions.
one year after the launch of the campaign, Renault increased its ZOE’s sells by 50% and officially became the best E.V. seller in Europe. Oh and by the way, Appy inhabitants saved 7 000 liters of gas and 10 tons of CO2.