Situation

The pandemic produced a scenario of uncertainty in which the purchase of vehicles was not a priority for the Colombian.

Brief

Launch the Business Action Package of the Year, in the year of the pandemic. The challenge was to be relevant during the quarantine so that when the trade opened, our consumers came out thinking of Renault as the car of possibilities.

Objectives

Increase the number of post-quarantine testdrives.

Keep Renault in the first 3 positions of the top of mind of Colombians.

Show ourselves as a relevant brand in the face of the pandemic, not with a common message of encouragement but with something that users were really looking for at that time.

A science fiction web series made up of 4 chapters, 4 alternate realities and 4 of our vehicle models. Possible Lives materialized the most intimate aspirations of our audiences, leading them to explore the infinite possibilities behind our flyers. Each chapter was a response to what our potential clients wanted to do in quarantine.

With a release frequency of 1 month, we take advantage of the wait between each episode to segment our promotions based on the data thrown by impatient viewers, as usually happens in each series each time a new season approaches.

Before writing each script, we analyzed the deepest aspirations of our 4 main audiences and from these we shaped the lives of our protagonist. Each episode also featured the car that best suited the lifestyle of our audience.

For the launch, in alliance with Fox Telecombia, we activated a media plan more in line with a series than with an advertising campaign. Teasers, posters and recommendations from the most experts in entertainment.

The response of our audiences to each episode allowed us to further refine the promotional messages, identifying each opportune moment according to the content consumption patterns of the viewers.

We implemented the campaign in a period of 4 months, starting just when Colombia entered quarantine. During this time, each episode came out at one-month intervals, during which we complemented each one with spaces in talkshows, a segmented guideline, expert reviews and behind-the-scenes content.

The chapters aired on YouTube, were supplemented with a schedule and were also published on a website where users could discover more about each chapter and the vehicle behind it.

The series kept us in the top of mind of Colombian consumers just when buying a vehicle was the least of the priorities, in this way, when the quarantine came to an end, the first option to buy a vehicle was us.

More than 11 million total views.

We had the highest engagement in the history of the brand in Colombia.

More than 465 thousand hours played.

Our engagement ranked us # 1 on Youtube Leaderboard Ads.

The long-term impact meant keeping the brand # 1 in sales just in the toughest year in our history.