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 with 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.

While trying to park, we would let funny things happen in order to increase the already high involvement: tourists gathering, a live broadcasting of a soccer game. People immediately reacted to those incidents and had fun – and users started a battle of comments, making it a huge success on social networks.

Our banners had an average spending time of 3 minutes time spent 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 wanted to prove that the new Renault Kadjar with Easy Park Assist makes life easier – but in a fun way. We found out that drivers spend about 12 hours per month parking. And we knew that people love to watch other people fail. So we decided to show exactly this: a Periscope live event were a couple is trying to park. For 12 hours. Always live.

Basically we took a parking space, the prototypical spot of failure, and exposed it on social media, the place with the most finger-pointers. Users couldn’t stop watching and commenting our video.

We combined both facts:

Drivers spending 12 hours per month parking and people loving to see other people fail.

So we showed them exactly what they like: a 12 hours parking fail and live-streamed it where most finger-pointers are: on social networks.

We were asked to create an idea, which proves that the Renault Kadjar and its Easy Park Assist make your life easier. And 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 that has a positive, rejuvenating effect on our brand. Through this fun way we showed everyone that Renault`s clever innovations make life easier.