Cannes Lions

NEW MEGANE

MOMENTUM, Istanbul / RENAULT / 2004

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Overview

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Credits

Overview

Description

As a new medium, large scale companies were targeted and HR Managers were contacted and permissions received for contacting employees at their offices.Teams placed special designed post-its on each employee’s computer–early in the morning-before they arrived at work. The message was “how about a test-drive today?”. Our teams were present in the entrance areas of these companies to fill out database information and test-drive booking forms for those interested in testing the new Megane. Every participant instantly won a specially designed umbrella for filling out a form. Our teams took the test vehicles to the participants’ workplace at the date and time they booked for. Additionally, one participant from each company won a DVD player with a lottery.

Outcome

The project ran for 3 months (October 2003-January 2004). A total of 9,500 young professionals were contacted directly in 77 companies. 5,150 people agreed to fill-out a form and to book for a test-drive: 54% success in response to the activity. 1639 people tested the “new Megane”: 32% active participation and interest in the test-drive activity.

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