The execution kicked off with a launch party, where Laetitia was given the new Twingo. This was followed by the dramatic news of the (fake) theft of the car – with a spoof video of the theft posted on YouTube.The campaign then continued with a month long campaign, consisting of seven ‘webisodes’ on www.laffairetwingo.com, highlighting a series of suspects, before culminating in the final episode being broadcast in a cinema during the Cannes Film festival.

The website reached a record audience of over 1,039,000 unique visitors, delivering 80,000 opt-ins and driving 15,000 leads to dealerships. Final sales exceeded objectives and purchase intention was five times higher than Twingo’s leading competitor.