Cannes Lions

DUSTER

HAVAS ENTERTAINMENT, Buenos Aires / RENAULT / 2012

Film
Film
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Overview

Entries

Credits

Overview

Execution

Co-produced with Telefe, we created an eight-part webisode “El Rastro,” featuring compelling stories from awarded scriptwriters, an all-star cast and acclaimed Argentineans directors.

A webisode teaser announced the D-Day release, preparing the audience for dangerous routes, car chases and shootings. Placements in Telefe and all social media channels engaged 200,000 Telefe fans in the series’ launch in www.Telefe.elrastro.com.

Print media in TV magazines and OOH seeded intrigue about the new season’s production.

The actors, director, producer, channel’s stars, Renault team and the Duster itself met with Telefe productions’ fans in a big party that was echoed by a number of guest online and offline media that also tweeted from the event.All fans had the opportunity to learn more about the series through backstage interviews with the director and main actors.

Outcome

•Duster broke stocks: 2,676 registrations in November and + 95% more registrations than the top-selling model (EcoSport) in last quarter of 2011•The achieved economic ROI was 1.43 •+ 700,000 visits, 500,000 page views during the first 20 days•+ 50% new visitors per day•Increased conversion rate during the period (38% to +42%)•+ 1,400 followers in Twitter with replication in @Telefecom (115K followers) and @RenaultArg (11K followers). Exclusive actor Twitcam generated 120 users connected at the same time.•Additional support through Telefe spots and +60 articles in 20 days•“El Rastro 2” is returning in 2012

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