Cannes Lions

Renault - Fireman Access

PUBLICIS CONSEIL, Paris / RENAULT / 2023

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Overview

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Overview

Background

People are engaged with car safety. It’s the least a car manufacturer can do (to avoid the crash thanks to driving aids technology or to be protected in case of crash thanks to reinforce structures, airbags etc).

But how can Renault bring a different point of view about safety?

By taking care of people in the event of a car crash, after the crash.

This unique work has to be shown and share to the world because no one knows about it. It is not just about training firefighters, it is also about including since the conception and the design of the car a lieutenant colonel full time at the Renault engineering department to create innovation that really helps firefighters once they are on the field.

Idea

Firefighters should be called Time-fighters. They are constantly fighting against time.

This film tells the story of the unique cooperation between a car manufacturer and firefighters to help them save time.

The story is told from the point of view of the real firefighters, who talk about the innovations resulting from their collaboration with Renault since 2010: the QRescue that helps gain 15 minutes in intervention, the Fireman Access that extinguishes a fire in a few minutes vs. several hours, the SD switch that disconnect the battery, the training exercises and materials to be better-prepared for interventions...

The brand message is to encourage other manufacturers to follow the example of Renault. And as Renault has the best knowledge about the post crash intervention, they will provide tools and open their innovation such as the Fireman Access to other manufacturers. Because when it comes to saving lives, there is no competition.

Strategy

The campaign was just launched march 29th so we don’t have results yet.

What we can say is that campaign has raised an important interest of the press and media (PR).

Multiple interviews have already been organized with the naudet brothers (TV, press, internet).

It has raised the interest of other car manufacturers. We receive message on social media congratulating the approach and the work done by Renault with firefighters.

It has raised interest from a large audience to local fire brigade worldwide.

The european institution Euro N cap that settle the standard of safety is now working with Renault and the firefighters to develop the best rescue sheet thanks to that collaboration.

Execution

The story is told from the point of view of the real firefighters, who talk about the innovations resulting from their collaboration with Renault since 2010: the QRescue that helps gain 15 minutes in intervention, the Fireman Access that extinguishes a fire in a few minutes vs. several hours, the SD switch that disconnect the battery, the training exercises and materials to be better-prepared for interventions...

The brand message is to encourage other manufacturers to follow the example of Renault. And as Renault has the best knowledge about the post crash intervention, they will provide tools and open their innovation such as the Fireman Access to other manufacturers. Because when it comes to saving lives, there is no competition.

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