Publicis Romania creates the DisCO2unt Billboard, bringing together creativity, data, media and e-Commerce
Auto brand Renault has introduced The DisCO2unt Billboard in Burcharest a completely new kind of promotion. When air pollution goes up, the price of Renault's electric model, the ZOE goes down, live on a huge digital display. This way, the zero-emission electric car becomes more affordable right when the city needs it the most. The campaign was created by Publicis Romania, who were keen to change perceptions around the prohibitive costs of clean car tech.
Bucharest, the capital of Romania, is one of the most polluted capitals in Europe and the most congested city on the continent, according to the TomTom Traffic Index. With daily levels far exceeding the recommended limit, residents face serious health issues.
The electric Renault ZOE can help bring down air pollution. But, with Romanians seeing electric vehicles as too expensive, a lateral approach had to be found. So, pollution was turned against itself.
When air pollution went up, the price went down. To make the idea happen, Renault connected one of the largest digital displays in Europe with pollution sensors placed in high traffic areas around the city. An average was calculated and converted into discounts using a custom-made algorithm. On the billboard, the price of the Renault ZOE changed every six minutes. Anyone could claim the discounted price on the spot, using their smartphones.
This way, Renault made its contribution to an easier and healthier life in the city – at the right place and the right time.
Jorg Riommi – Chief Creative Officer Romania, Central & Eastern Europe