85% of Italian enterprises are family run businesses. These kind of enterprises are on a risk because of the personal disagreements between fathers and sons about their work.

With its commercial vehicles, Renault has always been close to business world and family enterprises. Through the launch campaign of its new commercial vehicles, completely renewed in terms of design and performance, Renault wants to provide a concrete and innovative support, in terms of solutions, to improve internal management and to let fathers and sons make it up and boost their business. This way, Renault can let its “Your success booster” positioning become relevant to the target.

We developed the Business Booster APP in collaboration with Google for Work. It deals with an APP providing all the necessary tools to let fathers and sons cooperate at distance.

The launch was supported by an integrated campaign, since July 2015, on TV, print, radio and display. In the meantime, a roadshow throughout 100 Italian cities promoted the new range at the dealers, who arranged events and test drives thus generating leads. Some of the fathers&sons couples from the enterprises who took the test drive, became protagonists of interactive videos in which users can explore the features of different commercial vehicles by switching from father’s to son’s point of view.

A digital platform have been developed to host all the contents.

On December 2015, thanks to the collaboration with Publitalia, the campaign idea also became a TV show “Sos Family Business”: 4 episodes aired on Mediaset channels in prime time.