We found out that drivers spend about 12 hours per month parking. And we knew that people love to watch other people fail. We combined the two facts and created an idea that demonstrates exactly this: We live-streamed a couple’s struggle with a tricky parking space for 12 hours. The first Periscope Live Stream Event: not only perfect content for bystanders and pedestrians, but also for social media where people love to watch other people’s failures. To increase people’s already high involvement we integrated mini events – like a flight controller trying to help, or a pizza delivery guy that brought something to eat.

And after watching the couple’s hours-long hassle in a competitor’s car, our hero appears. In front of everybody’s eyes the Renault Kadjar parks in quickly and we convey our message: "Why not make parking easy! The new Renault Kadjar with Easy Park Assist."

We produced the first live stream prank on Periscope and filmed a couple trying to park a competitor’s car. For 12-hours. And always live. We streamed on Periscope and simultaneously streamed Periscope into banners on major German car sites like Auto Bild, Auto Motor Sport, autoscout24.de, etc.

Our banners had an average spending time of 3 minutes and a click rate 3 times higher than average. This parking drama caused countless reactions on social media: 35.000 people were watching the life stream, giving 140.000 hearts and commenting in 20 different languages. That made us the world-wide #1 trending video on periscope, which resulted in a twenty-fold increase of Renault’s followers.

We conducted the very first Periscope live event and made it an interactive story for pedestrians and for the online community: By live-streaming a couple’s 12 hours-long attempt to park in the city. Also for the first time, we live-streamed the event via Periscope into a banner ad.

We used a parking space – a prototypical spot for failures – as a medium to gather attention from the pedestrians and live streamed it to use the social networks’ finger-pointing character and the internet’s "love" for fails. People couldn’t stop watching the unsuccessful attempts, nor could they click away the banner.

Our target group are normal and online-savvy people. We found out that they love to watch other people failures – just like in internet fail compilations. On the other hand they have developed what is known as "banner blindness" and mostly ignore banner ads or just look at them for the split of a second. And they like watching content on their smartphones.

So we created content that they just couldn’t click away: A 12 hours-fail of a couple trying to park. This was live-streamed in a banner via Periscope – and simultaneously shown where most of the finger-pointers are: on social networks. And, of course, this could all be seen via mobile devices at any time as well.

We were asked to create an idea to promote the Renault Kadjar with its Easy Park Assist. We wanted to create an idea that not only shows the advantages of the Easy Park Assist, but that also scores digitally in a new way – and has a positive, rejuvenating effect on our brand. Through this fun way we showed everyone that Renault’s clever innovations make life easier.