Instead of using more traditional mobile advertising, we decided to use a space on the cellphone that has never been used by a brand before – the battery icon. We created an app that replaced the battery charging icon on every cellphone with a Twizy charging icon. We made the app available on Google Play, the simplest way for people to find it and download it. When installed, the app showed a Renault Twizy with the line ‘Charges like a cellphone.’

The app was downloaded over 5000 times from the Google Play store in the first week itself, giving us a chance to change the attitudes of thousands of customers. We also noticed impact in non-mobile indicators. In the 3 months following the launch of the app, hits on the Twizy section of Renault’s website were up 120% and our dealerships reported a significant increase in purchase enquiries as well. We also got mentions in tech magazines and blogs. Most importantly, people began to believe that charging up the Twizy was simple enough to be an everyday task.