Seeking to 'Drive the change' and take on the challenges of the future, Renault is the first car manufacturer to launch an international TV channel. Airing in the UK and France, the channel is an integral part of the company’s overarching marketing strategy.

Content for the channel ranged from motor sport and test-drives to documentary, entertainment and syndicated content. As such, the channel was meant to appeal to as broad an audience as possible.

We created an animated Renault world, where anything is possible. Core to the identity is a dynamic, winding yellow road. This metaphor for the much-loved brand journeys through the Renault world, which is full of engaging surprises, unexpected encounters and the surreal. Bespoke assets such as stop frame people, 3D objects including blooming flowers, bees, deer and polar bears were added, bringing the personality of the Renault brand to life and giving a different tone to each ident.The clean, animated channel identity reflects the real sense of modern chic that is synonymous with the car brand.

Renault TV builds on the success of www.renault.tv launched in March 2009. Audience ratings are growing for Renault’s web TV channel, www.renault.tv, available in French and English. With an average visit time of 15 minutes, it rivals with the best video program sites on the Internet (compared with 20 minutes for BBC iPlayer).“Renault is the first automobile manufacturer to launch a television channel on Sky, Canalsat and the Internet,” said Patrick Fourniol, Renault’s Communication Marketing Director. “With a potential audience of nearly 30 million people, Renault TV is a real opportunity to broaden our target.”