The launch should cause impact and bring out the product differentials. We wanted to make clear that other sedans were not relevant anymore after the launch of Renault Fluence. So, to call attention from those who owned other sedans, we decided to literally blow up the competition. We wanted to engage consumers, so we invited them to tweet their answers to the question: why would you explode your car? Their tweets were projected, real time, on the competition’s car, which was to be exploded. The author of the best answer exploded the car. Everything was streamed live by Fluence’s hotsite.

The video was watched more than 328 thousand times through broadcast banners on the most important Brazilian portals, which were clicked on more than 628 thousand times. The live stream had 2,1 million ‘plays’ when adding the hotsite, the brand channel on Youtube and the official fan page on Facebook. It was the most popular Brazilian brand channel on Youtube in terms of audience, going from the 18th to 1st position in only 72 hours. There were 19 thousand participants and over 32 thousand tweets. Spontaneous media, besides websites, blogs and social networks, was also on newspapers, magazines and TV.