Challenge
Only 5.2% of Colombian homes have an SUV and most of the owners are males, aged 35-65 and upper middle class. The challenge for RPM was to attract the younger market towards Renault SUV vehicles. The new Renault Duster SUV was aimed at young middle class people and Renault set a goal of getting a pre-sale of 800 units in one month.
Insight
Shopping can often be impulsive, particularly for young people, which can result in the feeling of making a mistake when spotting a better item for a better price after the purchase is made.
In the 1990s, in Colombia there was a duo of young celebrities (Martin de Francisco and Santiago Moure) and they created one of the most popular TV shows in the country, La Tele, which humorously criticized the mistakes of the country.
The strategy for Renault was to develop a multimedia platform, using Martín and Santiago and have them talk about what they know best, Mistakes in this Country! These iconic characters were perfect to connect the brand with the target audience and create a credible dialogue which gave the opportunity to promote buying an SUV rather than a car.
Solution
The innovation in this campaign was the way it appealed to Colombian popular culture by bringing the past, two celebrities that represent an entire generation, to the present with “La Tele TV Show”.
The campaign began with an expectation phase in December, during which Martin and Santiago promoted themselves on social media. Martín and Santiago created a Twitter account, and used the hash tag #nomaserrores (no more mistakes) to start conversation.
Through the website www.nomaserrores.com Renault shared videos with ‘mistakes’ and people could upload their own videos too.
Using the “Childermas Day” on December 28 2011, (a day where Colombians make jokes about past mistakes for fun) RPM generated a multimedia spread, and a special news edition ran on TV and on the radio to promote the idea.
In January Renault launched the new Duster, and the campaign was promoted in special spaces and had an increased presence in shopping centres as well on digital media to associate Colombian culture with the SUV.
Results
In just 12 days the company pre-sold 800 units provided on the first month of the pre-sell; by the second month, the company sold 1.480 units, 85% more than initially projected.
On average Renault sold per month 220 vehicles in the SUV segment after this strategy began to sell between 900- 1.100, an average increase of 400%
14.782 Fans on Facebook
185.647 followers on Twitter of Martín & Santiago. (They created this account for the campaign).
155 videos and 512 images uploaded to the website. www.nomaserrores.com
1´257.987 views of 13 videos uploaded (1´257.987 – Expectation / 252.880 Pre-sell)