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Renault Twingo

Objectives

Renault knew that if they could get people behind the wheel of the Twingo, they'd love it (and probably get their wallet out!). Therefore the campaign's main aim was to tell people why it's a great car, and to give them easy ways to get in touch and book a test drive.

Our Strategy

Link all marketing channels together using mobile as the initiator to engage young drivers in the benefits of the car and instantly link to test drive booking.

Our Solution

We developed the personality of the Twingo on mobile – placing the car in compromising situations in a mobile game, where its inner strength prevails and ultimately packaging the car as a nippy, urban, small car with a big attitude.

A quickhit Java game was created which saw the Twingo take on different powerful opponents in tug-of-war and wrestling. The site also offered a car customiser where the consumer could build their perfect version of the Twingo, then receive the result as a mobile wallpaper. The consumer could then proceed to book a test drive or order a brochure, or read up about the features and financial offers.

Results

The launch of the Twingo was promoted via broadcast, outdoor and mobile media. Mobile and online were particularly successful at driving traffic to the campaign, and over 1000 prospects visited the dealers as a result. To date more than 25,000 unique users have interacted with the Twingo mobile campaign.

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