Situation: The automotive industry has been built primarily for men. This has created a gender gap, in which the value, knowledge, and capabilities of women are almost non-existent.

Brief: Renault wanted to make a powerful impact to gain relevance and differentiation at the most important industry event of Colombia: The International Auto Show of Bogotá 2018 (El Salón Internacional Del Automóvil de Bogotá 2018).

Objetive: To generate an opinion strike and increase the conversation around the brand. To increase the number of sales in relation to the las Colombian auto show.

We decided to change the type of model we usually cast for the International Auto Show - Bogotá, for 10 real women that work on the Renault factory, so for the first time in an event like this, their capabilities and knowledge were given more importance than the features on our cars.

Colombia still is a very sexist society, in which the role of women is inferior to the role of men on our culture. We are the type of country that believes that women are meant to be in the kitchen and men are meant to provide. On the automotive industry, this statement has grown stronger, due to the belief that cars are a thing of men. The thinking behind this is: if women can’t drive, how can they know about cars.

Renault wanted to deliver a message of gender equality, showing that women have the same capabilities and knowledge than men in the automotive industry.

Men and women between 18 and 60.

During the event, we created a communication channel to generate content around the idea using the hashtag #MujeresRenault. (#RenaultWomens). This helped us to show our efforts and our vision on the role of women in the Auto Show.

Implementation: The International Auto Show of Bogotá, and the Renault factory in Medellín, are separated by more than 500 kilometers, so we flew 10 women from different areas of the company to make a very important appearance at the brand's exhibition.

Timeline: For eleven days the Renault women were present in the Salón del Automóvil in Bogotá, sharing their knowledge on different areas to power up our brand image not only by our car portfolio but also by the efforts Renault has been doing to close the gender gap.

Placement: International Auto Show of Bogotá - Salón del Automóvil de Bogotá 2018 / Corferias

Scale: The event received more than 200.000 visitors in a 54.000 square meters space. In an eleven day period more than 1.000 vehicles were displayed from 60 different brands.

Every visitor that went to the event with a prejudice around the role of women in the car industry was taken by surprise. Thousands left the place reconsidering the role that the so-called weak gender plays in terms of car expertise and talent. Renault was also highly regarded for recognizing women's importance within this male-dominant sector.

2.000 Vehicles sold.

Sales increased by 20% in relation to the last auto show.

36 Million impressions.

650.400 Interactions.

20 Million people reached.

U$1 Million on free press.