Reimagining Family Driving with Renault Scenic:

In today’s fast-paced urban life, driving has shifted from being a pleasurable activity to a necessity. Compact cars have gained popularity for their practicality in navigating congested streets, fuel efficiency, and affordability—qualities that resonate especially during times of economic instability and rising living costs. Renault, the leading car brand for compact cars such as the Clio and the Megane, faced the challenge of promoting the new generation of family cars with the new Scenic, a family-oriented station-meets SUV, now available in an upgraded and a more affordable price-point version, equipped with premium features.

Business Problem:

How to attract potential customers for test drives and build brand advocacy for consumers who feel that premium features are only available to premium vehicles and brands?

Consumer Problem:

New generation families come in all shapes and sizes, suddenly requiring more space, with an array of different needs than previously anticipated. They need a solution that can upgrade their driving experience without breaking bank. For these families, safety, comfort, and entertainment are essential considerations when choosing a vehicle.

Insight:

The new generation family is the one that has fun together. Today’s parents are more involved in their children’s lives than ever before, turning everyday activities like car rides into opportunities for connection. The new Renault family cars come equipped with tech-entertainment features that can enhance these moments, making journeys more enjoyable and memorable.

Solution:

Reignite the joy of driving and create opportunities for family bonding by creating experiences on and offline that enhance family entertainment in a car setting.

Consumer goal

Have an enjoyable driving experience that prioritizes safety and comfort for all, at an affordable cost.

Business Goal

• Increase test drives and generate leads during the promotion period

• Create positive word-of-mouth by positioning Renault as an innovative yet affordable brand.

• Raise awareness of the high-end features in its new generation of family cars.

Execution

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 within the narrative of each episode.