Business Problem:
Renault faced the challenge of promoting the new Scenic, a family-oriented car with high-end features, now available in an upgraded and affordable version. The key issues were how to attract potential customers for test drives and build brand advocacy.
Consumer Problem:
In today's fast-paced urban life, driving has become a necessity rather than an enjoyable experience. The goal was to reignite the joy of driving and create memorable family experiences, making journeys more enjoyable and providing opportunities for family bonding.
Insight:
The new generation family is the one that has fun together. Modern families come in diverse forms, and parents today are more involved in their children's lives than they´ve ever been. Modern cars come with more tech-entertainment features that enable more bonding moments.
Solution:
Renault brought the dealership experience to the consumers by setting up a vibrant and interactive venue in Lisbon, with fun, family-friendly experiential activities where potential customers could test-drive the new Scenic, showcasing the car's features in a relaxed and enjoyable setting.
And to follow up on the same insight, Renault's partners FOX Media, produced a series of short sit-com films featuring the life of a new generation family, with all the idiosyncrasies it entails. Brand entertainment at its finest, all shot in the car, highlighting its features in the narrative of each episode.
Consumer Goal:
Making the driving experience an opportunity to make up for quality family time while having fun while on the way to school, work or visiting the in-laws.
Business Goal:
Achieving the biggest number of test drives in a promotional period.