We had the challenge to reveal the unique sound of the Akrapovic exhaust line to the general public as well as turn the launch of the new Clio R.S. into a proof of Renault motorsport expertise.

With the objective to meet our audience needs for sensorial experiences, we got them where they were: on YouTube and social networks. To match this objective, the creative idea is to divert a native feature of YouTube. This feature applied to our video content allows to transform the numeric pad into a music keyboard. Internauts can then play their favourite music track with notes made by Clio R.S. TROPHY motor.

This 100% digital campaign has been deployed on social networks and on a dedicated web platform conceived for the campaign. This campaign is an innovative and unseen way to make the best of existing platforms and trigger engagement.

The campaign has been released at the same time as the order opening for new Clio R.S. TROPHY by Renault Sport. Since then, the campaign has been deployed on every market where the vehicle is commercialized. The campaign benefits from a continuous and engaging interest thanks to its innovative approach. As the media consumption of our audience is mainly mobile, the dedicated platform has been developed to be responsive to the used device.

The campaign timeline was thought to reach our audience as well as engage them. The teaser was shared on social networks to ignite conversation and raise interest. The social activation has then been shared through social media. To sustain the conversation and trigger engagement, the best tracks were highlighted on Facebook towards the fans.

More than 4800 melodies were created

Reaching 8,11 Million people

Increasing by 27% the Click Through Rate

And generating 85,7 million Media Impression