Situation:

In the automotive sector we are used to brands communicating models by their appearance, their design, driving sensation, etc.

Brief:

Renault has launched the new Renault Austral E-Tech full hybrid, a 100% Spanish-built model with the world's best hybrid engine in its class. For the launch of this model, Renault's aim was to "talk about the engine again" and put the engine back at the heart of its communication.

Objectives:

Highlight the fact that the Austral's engine is the best hybrid engine in the world in its category (a technological gem). Also showing sustainability, engineering and "made in Spain" values as the engine features.

As the engine of the new Austral is considered a gem of engineering, we paid tribute by creating together with Laura Ponte the "Austral collection": 6 rhodium-plated gold and silver jewels, inspired by the real pieces that make up the engine and that reflect the same criteria with which it was created: made in Spain, hybrid and sustainable.

The campaign was divided into 3 stages:

1st: a teaser action to create expectation on social networks where a carefully selected group of influencers received real pieces of the engine.

2nd: we reveal the Austral collection and the main asset of the campaign, the documentary that covers the entire process of creation and production of the jewelry, at an event.

3rd: the jewelry was auctioned and the funds were donated to the Carlos III University Foundation to support future Spanish female engineers.

Insight: In the automotive sector we are used to brands communicating models by their appearance, their design, driving sensation, etc.

Target audience: We are targeting male and female current and future drivers with focus on young social media users in order to position Renault as a more premium brand that cares about the quality of the materials in its cars in order to spread the message that Renault Austral's engine is the best in its class.

Creation and distribution of assets: Use of the documentary format to convey the brand values and characteristics of the model through something differential, creative and innovative, such as a long entertainment format.

The use of influencers also played an important role throughout the campaign, with their qualitative participation generating their own content that brought notoriety to the brand with a high rate of engagement and 100% positive comments and interactions from users.

Early 2023, after several months working, we moved to Renault factory to understand the engine process.

February 21st: we travelled with Laura Ponte to Valladolid factory where Laura talked directly to the engineers. The team was simultaneously documenting everything by a digital documentary which narrates the process of creation.

June 1st we launched a teaser phase with a countdown, and we made a careful selection of influencers to whom we sent jewelry boxes containing real engine components.

June 15th we decided to present the collection in a premium event for the press and influencers.

June 16th after this, we launched the documentary to all public at Renaults channels. We activated social media and influencers campaign.

few days after it was covered by the main general media plus the automotive and fashion specialized media.

July 6th we created an auction where all the jewels were bought in less than 1h.

+13 Millions users reached on Instagram

+ 3 Millions users reached on TikTok

+ 5 Millions users reached on YouTube

+ 500.000 users reached with Influencer marketing

7.07% Engagement rate on IG reels

+ 25% views vs estimated

+ 31% reach vs estimated

100% positive sentiment on social media and we also got other influencers to take interest in it.

+ 142 millions of impressions

+ 853.000€ earned media

The campaign was covered by the main media automotive specialized media (such as DiarioMotor or TopCarNews) as well as those in fashion (Elle, Vogue or Telva) and of course the general media (ABC, El País and El Mundo) among others.