Cannes Lions

RENAULT CLIO

B6 INTEGRATED ENTERTAINMENT, Buenos Aires / RENAULT / 2007

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Overview

Entries

Credits

Overview

Execution

Clio is all about power. We co-created media-free TV station idents in which the Gama rockets down a desert road at such speed that it sucks the TV picture after it, including the broadcasters’ logos, leaving only the test card. A similar execution on the Yahoo! portal sees the car exploding out of a banner ad, leaving a hole in the page. The executions were hugely surprising but very brief - truly efficient advertising.

Outcome

66% of those surveyed understood clearly the concept of “power” and found it very creative. On a tiny budget, the campaign cut through with a 26% increase in ad recall, 19% increase in TOM and 33% increase in Clio’s brand awareness. Motherbrand awareness positively influenced with a 10% increase.

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2 Cannes Lions Awards
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2023, RENAULT

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