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

AgencyOMD OPTIMUM MEDIA GROUP
Creative headOMD Optimum Media Group Team
Author of ideaOMD Optimum Media Group Team
Productcars
DescriptionPROBLEM
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 membersRenault:
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