It’s been 25 years since the Renault Clio went on sale in the UK and to mark the occasion, Renault commissioned its first UK-created ad in seven years. Titled “be moved, not driven,” the ad ran on TV, in cinemas and online, as well as inspiring an OOH campaign featuring a bright red Clio on a background of sexy silhouettes. To compliment the OOH elements, an experiential tour was put together, for which Wi-5 was asked to provide the mobile engagement elements.
The experience featured a new Clio and a pair of giant digital screens, placed back to back. Visitors to the stand were invited as both individuals and groups to stand on a marker in front of one of the screens, where their bodies were captured by a bespoke Kinect system and displayed onscreen as silhouettes. As each person moved, their silhouette moved in unison, with each silhouette acting as an inverted mask to reveal images of the new Clio underneath.
Each interaction was recorded and made immediately available via a customised Wi-5 mobile engagement solution, which allowed participants to log onto the #bemovednotdriven Wi-Fi network and instantly download and share their videos via social media, including a one-click option to upload to the brand’s YouTube channel to be in with a chance to win a weekend trip for two to Louis Renault’s home in Paris. The Wi-5 solution simultaneously collected user data, including email addresses submitted by the public, which were collated and delivered to the relevant CRM team in real time.
Launching at Westfield Stratford in February, the tour spent consecutive weekends in Birmingham, Manchester and Newcastle; with the final stop being added due to the overwhelming success and number of leads generated by the original three weekends’ activity.
Adam Wood, marketing communications manager at Renault, said: “Clio is an icon, following 25 years of brilliant cars and memorable advertising. Our all-new campaign brings all of that beauty to the fore, with that unmistakable Renault sense of joie de vivre and passion.”