Cannes Lions

Parking Drama

PUBLICIS PIXELPARK, Hamburg / RENAULT / 2016

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

We found out that drivers spend about 12 hours per month parking. And we knew that people love to watch other people fail.

We combined the two facts and created an idea that demonstrates exactly this: We live-streamed a couple’s struggle with a tricky parking space for 12 hours.

The first Periscope Live Stream Event and the first time that Periscope was integrated into a banner ad. Perfect for social media where people love to watch other people’s failures: we created a "fail situation" that users just couldn’t click away.

And after watching the couple’s hours-long hassle in a competitor’s car, our hero appears. In front of everybody’s eyes the Renault Kadjar parks in quickly and we convey our message: "Why not make parking easy! The new Renault Kadjar with Easy Park Assist."

Execution

We produced the first live stream prank on Periscope and filmed a couple trying to park a competitor’s car. For 12-hours. And always live. We streamed on Periscope and simultaneously streamed Periscope into banners on major German car sites like Auto Bild, Auto Motor Sport, autoscout24.de, etc.

Outcome

Our banners had an average spending time of 3 minutes and a click rate 3 times higher than average.

This parking drama caused countless reactions on social media: 35.000 people were watching the live stream, giving 140.000 hearts and commenting in 20 different languages.

That made us the worldwide #1 trending video on periscope, which resulted in a twenty-fold increase of Renault’s followers.

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