Situation:

1 out of 3 Belgians are hesitant to drive electric because of their preconception that electric charging takes too long. So when Renault launched the new Megane E-Tech 100% electric, it had a point to prove. The car was the first to fast-charge from 20% to 80% in under 30 minutes. 29 minutes to be exact.

Brief:

Launch the new Renault Megane E-Tech 100% electric, that charges in only 29 Minutes, in a market where people are skeptical about electric driving.

Objectives:

Prove that new Renault Megane E-Tech 100% electric can fast charge much faster than Belgians think. In only 29 minutes.

To launch the new car model, we created something unexpected: the first fine dining experience around a fast-charging station.

Welcome to the 29 Minute Restaurant: the first duel between man and machine. Between two Michelin-star chef Yves Mattagne and Renault Megane E-Tech 100% electric. The challenge:

can the chef prepare a 3-course meal before the car can fast-charge in 29 Minutes?

The exclusive experience happened at Gare Maritime, Europe's largest wooden construction. Only 20 lucky guests and influencers ever got to experience the challenge.

Sorry, booking a table is no longer possible.

Every 2-star chef deserves a 2-star kitchen. So Renault carefully designed and crafted a pop-up restaurant out of its own brand logo. A life-sized version of the logo that carefully integrated the state-of-the-art kitchen equipment, seated 10 guests and had an integrated fast-charging station.

The chef's apron, the napkins, the plates, the menus, everything was designed with the same attention to detail as a Michelin star restaurant. Even the dishes themselves were inspired by features of the car: the ultra-thin battery, the silent cabin and the design features.

Test drives for the new Renault Megane rose by 120%. Meanwhile, the experience was shared on Renault's social channels, getting 3 million views in a country of 11 million residents. Over 10,5 million minutes of content were consumed, that's the equivalent of 35 seasons of Chef's Table on Netflix. The most beautiful result? The perception of electric driving is steadily become more positive, as more electric cars hit the streets.