Title	RENAULT - ZOE AIRLINES
Brand	RENAULT
Product/Service	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
Post Production	PRODIGIOUS Paris, FRANCE
Additional Company	RENAULT Paris, FRANCE

Name	Company	Position
Marco Venturelli	Publicis Conseil	President overseeing creativity
Marcelo Vergara	Publicis Conseil	Executive Creative Director
Thomas Roques	Publicis Conseil	Art Director
Antoine Giraud	Publicis Conseil	Copywriter
Caroline Petruccelli	Publicis Conseil	Agency Producer
Hugues Reboul	Publicis Conseil	Account Director
Gregoire Verdet	Publicis Conseil	Account Manager
Andrew McMeekan	Publicis Conseil	Account Manager
Jerome Goldman	Publicis Conseil	Account Manager
Emmanuelle Henry	Publicis Conseil	Account Executive
Laura Marie	Publicis Conseil	Account Executive
Laura Ceylan	Publicis Conseil	Account Executive
Geraldine Sorhaitz	Publicis Conseil	Account Executive

Why is this work relevant for Brand Experience & Activation?

Renault intends to become a key player in social, economic, and environmental issues. One of its major issues is mobility. In fact, a cleaner, easier, and fairer mobility. It’s going to be the major role of the brand MOBILIZE, dedicated to new mobilities: car’s locations services and car’s sharing among others, are gathered under this entity. Zoe Airline’s Campaign is completely consistent with this movement, and it’s proof of Renault’s engagement: a brand focusing on new social considerations: an active player proposing implemented solutions for all consumers.

Background

At the beginning of June, the French President, Emmanuel Macron and the French Secretary of State, Jean-Baptiste Djebbari, announced the end of domestic flights for those who can make it in less than 150 minutes. This declaration fits into a global context of defiance against the air transport industry. A challenge regarding the airline industry has been pointed out during the Climate Seed. Where some see an obstacle, Renault has found an opportunity to give impactful visibility to Renault Zoe and its reattached Mobilize services. Aiming a practical and responsible solution to people who want to continue travelling.

Describe the creative idea (20% of vote)

RENAULT ZOE AIRLINES: First 0 carbon emissions, 100% electric company With an autonomy of 395km and a starting price of 59€ for an entire weekend, booking a journey everywhere in Europe with Renault Zoe Airlines has never been as easy and responsible. French (touch) is in the air By playing with the airline's companies traditional codes and directly inspired by the safety consigns display into the aircraft, Renault launches a multi-channel campaign with digital videos showing all advantages when it comes to travel with Renault Zoe airlines. This campaign is complete with a permanent billboard campaign surrounding the 1st airport in France: Paris Roissy-Charles de Gaulle. (Reseau Decaux)

Describe the strategy (20% of vote)

The approach was to communicate through a message in relation to the target's interests. Therefore, it is the “willing” travellers who have been targeted in priority: those who have visited websites to prepare their trip in France or in Europe. (Booking.com, sncf.com, Expedia, ect.) whether for a private or professional trip. Additionally, reach people who are seeking to reduce the carbon footprint of their travel, especially the youngest travellers (25/35 years) As for the poster campaign that was displayed instead of the panels previously reserved for Easy Jet, it surprised and amused the large number of people passing in front of the billboards on the A1 Road when they were going to the CDG Airport by car or by taxi. We reached both, French and international people, which allows Renault's image to spread beyond the borders.

Describe the execution (30% of vote)

Make it right, make it work The campaign was launched at the begging of the summer holidays, at a time when "travel" searches are exploding (which is particularly true in the summer of 2021) where people were waiting until the last minute to book their trip, due to uncertainties caused by the global pandemic Covid-19. Starting on July 1st, billboards were deployed around CDG Airport and at the same time, the organic campaign had been launched in order to attract the public's attention to this new offer. In mid-July, the paid campaign was also launched to give breadth and visibility, then the conversion phase started with a geolocalized digital device that allowed to push specific ads on 5 high traffic routes with strong frequency within less than 395km between each. (Paris, Marseille, Toulouse, Nice, Lyon).

List the results (30% of vote)

A massive and powerful campaign: 28,8 M impressions Billboards Decaux : - 4 095 615 reached travellers’ (traffic flights from 01/07/21 to 31/10/21 (source: ADP) - Audience French passengers :60% i.e. 2 457 369 passengers - Audience passengers CSP+: 38% i.e. 1 556 333 passengers - Millennials audience (< 35 yo): 52% i.e. 2 129 719 passengers - A captivating campaign: completion rated average of the video campaign at 81% vs 52% on the annual average - A click rate 2 times more than the average ZOE 2021 (0,35%) proves the consumer's interest in the videos and their offer. - More than 10K conversions on Renault.fr (demands of booklets, additional information, booking for car experiences). Expected KPI’s: +25% of contrasts numbers of Renault Zoe renting between the 15th of July and the 15th of October 21 Results: +53% (from 11 724 to 17 942) on this reporting period vs 2019