Cannes Lions
PUBLICIS CONSEIL, Paris / RENAULT / 2017
Overview
Entries
Credits
Description
Propose them the first immersive VR test drive during a business flight that will become reality when they land down at the airport.
Two closely related films compose the activation :
Stunt film / During different business flights, when they are totally available, top managers have been sent two hours into the future to experiment the New Koleos with a stunning VR movie. Then, they will be trapped at the airport living exactly the same adventure in real life leading them to a real test drive.
VR film / Then, the VR test drive is launched on social media in order to allow anybody to live the same experience as passengers with the possibility to book a real test drive at the end.
Execution
• Implementation
o New Koleos launch has taken place on different dates in different countries (Middle East, China, Iran)
• Timeline:
o Full digital activation firstly launched in Middle East, over Renault social properties and during Dubai motorshow last Oct 2016.
o VR test drive experience available in Renault stand at Shenzen and Guanzou Motorshow in China last Novembre 2016
o VR test drive experience available in Renault stand at Teheren Motorshow in Iran last January 2017
Outcome
• 100% of passengers have accepted to test the car for real
• 8000 real tests drive booked after the launch of VR film on social media
• 1500 new Koleos sold after test drives
• Stunt VR films generated more than 2 millions views on social media
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