Our challenge was to bring people to Renault dealers, to generate sales and add 'Brazilian-ness' to the French brand, strengthening the ties with the Brazilian target.

Using Brazilian aspects, we illustrated the campaign for this widely used promotion across the world. We distributed mail pieces with keys similar to Renault’s keys and invited people to try their luck at dealers and win a car. Our campaign was not only built upon humor and regionally popular lucky charms but also on a combination of luck and superstition, something well accepted in Brazil. We started our targeted campaign distributing approximately 1 million keys through direct mail and at the dealers, decorated with promotional icons. In addition to this distribution, we used DRTV, magazine, newspaper, radio, Internet and POP.

We reached a record number of 143,633 visits to the dealers. As a result, they sold 3,258 cars, representing a conversion rate of 2.3%. These were the best results that dealers have ever had. With all the positive results we exceeded our sales targets by 9.2%. Also, we obtained success in our challenge adding a Brazilian perception to the French brand Renault.