The return of R5, one of the most iconic cars ever sold by Renault, a vibrant child of the 70s, was announced by Renault in January 2021 for a start of sales in 2024.

To ensure pre-orders and maintain attention before the car’s official reveal and commercial launch, Renault set up a fast pass system, the R5 R Pass, allowing people to order R5 before everyone else and have access to exclusive content and events about the car.

The objectives: announce R5’s upcoming return, install the ‘5’ brand, and launch the R5 R Pass with a clear call to action.

The idea: drive to a waiting program through a QR code at the heart of a multichannel teaser campaign.

In the TVC, viewers are taken on a chase through a labyrinth to catch glimpses of the design of the future Renault 5. The teaser shows the car fleetingly in a complex setting. Starting its course in the shadows within an angular structure that turns out to be a gigantic labyrinth, R5 remains elusive, offering iconic details through cutaway shots.

As Renault 5 emerges from the labyrinth, the camera ascends to unveil the structure from above, revealing a massive QR code nestled within a city. In the center of this QR code, the iconic “5” logo is visible. The R5volution is back.

The announcement of R5’s return was also prominently displayed through giant OOH, print and social media content showcasing the vehicle's iconic "5" logo in three colors in France, Germany, and Italy. A sneak peek of the Renault 5 can be caught discreetly hidden within these gigantic "5" logos.

Broadcast the QR code teasing campaign in on-and-offline touchpoints generally used to launch a car and reach a large target in order to create a buzz.

Magnify a true iconic car that rises again, before even its official reveal, with a best-in-class execution.

The campaign was launched in December 2023, after the car’s 50-year anniversary celebration and the announcement of the concept car, and before the car’s official reveal in February 2024 at the Geneva International Motor Show.

The teasing campaign used on-and-offline touchpoints generally used to launch a car and reach a large target in order to create a buzz: cinema, TVC, press, OOH, giant OOH, social media, display, TVOL, CRM…

PR: awaiting for figures

App download: awaiting for figures

R5 R Pass purchase: awaiting for figures

Subscription to the CRM waiting program: awaiting for figures

Website visitors: awaiting for figures

1.4 billion of contacts total including:

TV: 281M

OOH: 731M

Print: 25M

TVOL: 229M

Cinema: 1M

Digital: 166M