A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
H-03-08. Renault Drive Discover Russia
| Agency | OMD OPTIMUM MEDIA GROUP |
| Creative head | OMD Optimum Media Group Team |
| Author of idea | OMD Optimum Media Group Team |
| Product | cars |
| Description | PROBLEM In 2005, Renault had revolutionized the Russian auto market with the launch of Logan. Today, consumers equate Renault with Logan, and Logan is perceived as … nothing special. We needed to beat the success of 2005 and to boost Renault’s brand image. INSIGHT Almost every Russian dreams about exploring the country’s vast sceneries, but most people are too busy to get to it. IDEA We launched the game Renault Drive in the social network Odnoklassniki and on the official Renault website. Without leaving the seat, one could travel the virtual roads of Russia and win a very real Renault Duster. We partnered with well-known brands to increase the excitement and to offer their fanbase a chance to experience Renault. RESULTS • Over 1 000 000 people took part in the game overall • With 47 000 cars sold, Renault Duster became top-sold foreign SUV in 2012 – a 570% increase compared to Logan in 2005 • Over 650 000 mentions in social media • The number of followers in the official social communities doubled Renault plans to release a “Russia with Renault” tour guide as the majority of participants have declared that they want to repeat their virtual travel adventures in real life. |
| Team members | Renault: Ian Ptachek – Marketing Director Polina Ignatyeva – Head of DIgital & CRM Lyudmila Rybakova - Web & Mobile Communications Manager OMD OM Group: Ilya Safronov – Media Group Head Georgy Vartanyan – Account Director Julia Fayda – Senior Digital Manager Tatiana Bokser – Digital Manager Ekaterina Plahotina – Senior Digital Manager Alexander Sychkov – Digital Project Director Anastasia Avdoshina– Junior Digital Specialist Maria Prokudova – Media Manager Social Insight: Juliya Vinokurova – СОО Maya Mosicheva – Account Director Evgeniy Yalunin – CTO |
