Cannes Lions

Business Booster

OMD, Milan / DACIA / 2016

Awards:

1 Bronze Cannes Lions
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Overview

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Credits

Overview

Description

To work in the same enterprise, every day in a very close contact to each other, causes relationship crisis between fathers and sons thus affecting their business, too. Renault comes to the rescue of family run enterprises with an innovative solution: let fathers and sons cooperate but at a distance. How? Through an APP, developed together with Google For Work, which provides a set of digital tools to share all the phases of their work (files, memo, docs, delivery schedules share, etc.) without sharing the same workplace.

This way Renault Business Booster distances fathers and sons at work but reconciles them in the private life. And the recovered family union boosts their business, too.

Execution

We developed the Business Booster APP in collaboration with Google for Work. It deals with an APP providing all the necessary tools to let fathers and sons cooperate at distance.

The launch was supported by an integrated campaign, since July 2015, on TV, print, radio and display. In the meantime, a roadshow throughout 100 Italian cities promoted the new range at the dealers, who arranged events and test drives thus generating leads. Some of the father & son couples from the enterprises who took the test drive, became protagonists of interactive videos in which users can explore the features of different commercial vehicles by switching from father’s to son’s point of view.

A digital platform have been developed to host all the contents.

On December 2015, thanks to the collaboration with Publitalia, the campaign idea also became a TV show “Sos Family Business”: 4 episodes aired on Mediaset channels in prime time.

Outcome

79.000 app downloads.

Digital media impressions: +29.000.000 (+ 45% impression delivery).

Direct activation: +3.000.000 sent.

1.500.000 interactive video views .

TV show “SOS Family Business”:

• 2.215.700 TV reach on individuals

• +41% Twitter followers’ daily grow during TV show onair

• 4 times trending topic during TV show onair

11.391 leads.

+ 40% commercial vehicles sold vs. 2014

+ 40% converted vehicles sold vs 2014

Renault: 1st importer of commercial vehicles in Italy in 2015.

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