Renault will launch its New Trafic vehicle this week with a global brand content campaign based on the classic TV show Knight Rider, created and implemented by global social media agency We Are Social.
Trafic Rider is executed across 15 markets including the UK, France and Germany and will promote the New Trafic’s key features as well as positioning Renault as an online innovator in the competitive utility vehicle sector.
The campaign revolves around a short film created by We Are Social, set to launch on 2nd September, that was inspired by popular 1980s TV show Knight Rider. It champions Trafic’s target market of tradesmen, starring an ‘everyday hero’ fictional character “Michael Craftsman”, based on David Hasselhoff’s Michael Knight. The campaign uses the hashtag #TraficRider across its content.
The film will be published in English with subtitles available in multiple languages. To promote the launch of the film, exclusive behind the scenes content will be shared on Renault’s Facebook, Twitter and Instagram channels in multiple markets.
We Are Social will provide content for 15 different markets, including the UK, France and Germany. The agency has created a social media kit that consists of a microsite showcasing the launch content, video teasers, online banners, backstage pictures and GIFs, to extend the Trafic experience beyond the film and create conversation on social media channels.
Caroline Méchaï, Director, Global Advertising & Media at Renault, says, “This is an unprecedented initiative for a Renault LCV. The intention is to give Trafic a more dynamic image and reach out to a broader audience than just business users.”
Sandrine Plasseraud, managing director at We Are Social France comments: “We have been working closely with Renault France for some time, and are delighted to now be working with Renault worldwide. This campaign has allowed us to demonstrate our creativity and innovation in social thinking and high-end content production.”
We Are Social will also manage a paid media budget to support the campaign on Facebook and Twitter for Renault France.