Studies show that only 1 out of 3 Belgians are open to electric driving. The biggest issue? The perception that electric charging takes forever. To launch the new Megane E-Tech 100% electric, which fast-charges in only 29 Minutes, Renault decided to partner with another fast-growing business to position its new launch, to break the myth of charging time. But every two-star chef deserves a two-star kitchen. So the two businesses needed to work together to deliver not only a fully functioning two-star restaurant but also a charging station.

The 29 Minute Restaurant was a live brand experience in the heart of Brussels. A duel between the Megane E-Tech 100% Electric and 2 Michelin-star chef Yves Mattagne.

The challenge: to see if the chef can prepare a 3- course meal for 10 people before the car can fast-charge in 29 Minutes.

Renault went all the way, and together with Yves Mattagne's restaurant team, was able to transform their brand logo into a Michelin-star restaurant with seating for 10 lucky guests and a state-of-the-art kitchen for the chef.

As soon as the maitre plugged in the Megane, the challenge started. The chef had exactly 29 Minutes to prepare and serve three Michelin-worthy dishes for 10 guests before the car could finish fast-charging.

The main goal was to convince sceptical Belgians that electric cars no longer take forever to charge. Through a race against the clock, Renault wanted to prove what the Megane is capable of in under 30 minutes. A record timing that Renault puts at the heart of the communication. The brand sought to create a prestigious duel worthy of the Megane, and it was by surfing on the foodie trend that is strong in Belgium these days and the growing presence of Belgian gastronomy (Belgium is the 4th country in the world with the most Michelin star chefs), that they said to themselves that it is in this universe that an adversary worthy of the challenge could be found.

The most important thing was to create an iconic context and to make it a landmark event... that's where the 29-minute restaurant was born.

Every 2-star chef deserves a 2-star kitchen. So the car and the restaurant brands worked together to carefully design a pop-up restaurant in the heart of Brussels. Keeping in mind that a Michelin-star chef has extremely high standards, 29Minute Restaurant was designed to the smallest detail. From the stainless steel counter to the state-of-the-art equipment, the kitchen had to function like a restaurant and a fast-charging station for the new Renault Megane. Like a true Michelin star restaurant, everything was carefully designed. The restaurant's logo was embroidered by hand on the chef's uniform and napkins. Even the menu was inspired by the features of the car. Nothing was left to chance, the 29 Minute Restaurant had to reach the level of a true Michelin-star restaurant. And it did. Yves Mattagne was one happy chef. The result? Nothing was burned in the kitchen, only the myth that electric charging takes forever.

The kitchen had to be absolute perfection, like in any other Michelin-star restaurant - elevating the quality of the perception of the brand to another level.

The impact was much broader than the experience itself: the challenge was streamed by influencers and the after-movie was shared on Youtube and Renault's social channels.

3 million people saw the piece of content to the end. In total, over 10,5 million minutes of content were consumed, that's the equivalent of 35 seasons of Chef's Table on Netflix.

Test-drive bookings had a 127% increase. And most importantly: Renault burned the myth that electric charging takes too long.