Thu, 09 Jan 2014 17:41:09 GMT
Renault and its agency Publicis Conseil, have developed a 360° communication campaign that focuses on the new Megane's low consumption and the new design.
The ad created needed to convey the new Megane’s advantages, namely pleasures and experiments, without any constraints. The agency came up with the following concept: “ Nouvelle Renault Mégane. Pleasure Unlimited ». The film is a chase between a man and a woman. The woman is leading, driving the Renault Megane, while her boyfriend is trying to catch her, by using different types of vehicles, successively running out of gas. The claim is “New Renault Megane. 1700km on one tank. Why stop ? »
This Renault Megane campaign reveals a worldwide 360° communication plan: a TV spot, a making-of, two prints, an editorial section (booklets and product films), a CRM component and a digital part composed of innovative tools (augmented booklet and interactive video). Finally, each of the speakings is completed with a hashtag #NewMegane, to make the consumer converse on the social networks and in order to set the brand in a current digital process.
Michael Van Der Sande, Caroline Méchai, Gabriela Grajewska, Séverine Caillaux
Chief Creative Officer : Olivier Altmann
Creative Director: Christophe Perruchas
Art Director: Alexandra Offe
Copywriter: Didier Aerts
Assistant AD : Camille Vernier
Account managers: Patrick Lara, Eric Hazout, Sigolène Naugès, Adeline Blanc
Planning : Marie Nossereau
TV Production (Prodigious) Pierre Marcus, Nathalie Levincent, Frédérique Le Goff
Director Martin Werner
Company production Henry de Czar