Insight
This was the first time that Renault used a Rich Media Banner in a mobile campaign in Colombia, and the first launch of its electric car. It was a perfect opportunity to innovate.
The brand wanted to communicate that the Twizy car is a compact electric vehicle with zero emissions — so its drivers are people who care about the environment. It wanted to promote test drives by directing people straight to its local dealerships.
Strategy
The target audience was adults living near Renault dealerships and Renault's competitors in Manizales and Medellin (Colombia). This audience is open to new things, always on the lookout for innovative experiences. So a rich-media mobile banner must give them a new, enjoyable and educational experience. Geo-location enabled the brand to reach consumers when they were near Renault dealerships.
Execution
Adsmovil developed a rich-media campaign on mobile devices for Renault in order to increase test drives, interact with customers and position the brand in a new light — the innovation of the Twizy Car. Adsmovil focused on the mobile device most popular and innovate among the target audience: The smartphone.
Reaching people as they browsed their smartphones near Renault's dealers, the campaign allowed the brand to increase engagement and drive awareness by educating users through a fun game.
Participants would play a game on their smartphones using a Twizy Car, which have to pass only for "tree leaves", if the participants take "Gas Stations" they lose the game. After the game, the banner invited them to the Renault's dealers and shows a map with the locations near to them inviting to do a test drive.
Results
The Twizy campaign exceeded its objectives. The ads received more than 15,000 clicks on more than 10,000,000 impressions. The average click-through rate, or CTR, was 2.62% — four times the average rich-media CTR. On average people interacted with the banner for more than 10 seconds.
Visits to Renault dealerships in the area went up 15% during the campaign.
After seeing those results, Renault doubled its budget in order to repeat the campaign in 2016.