To respond positively to this real need for families, Renault in partnership with Chicco, the largest baby brand in all of Europe, developed "The Dream Cradle": a base, on which to place the cradle, that mimics the movement of the car enabling parents to lull the baby at home, without having to go out. The Dream Cradle is activated through an App that allows to adjust intensity, direction and slope.

The inspiration came from a commercial posted on the Renault Argentina FB page where a couple was planning a cradle that replicated the movement of a car at home. After watching this, several parents enquired whether the cradle could be produced for real. That’s when Renault looked for a partner, specialized in baby products, to work on a product that could satisfy the desire of many parents. The Dream Cradle was revealed on 10 March 2017, during the Six Nations Press Conference in Rome, with Renault as the Italian Rugby Team Official Sponsor. Soon after the news spread to the web, magazines, newspapers and TV news. The content video was posted on YT and social media; a landing page was developed for info and preorder of the product: www.dreamcradle.it

Three weeks later, during Milan Design Week, the Dream Cradle was shown in the Nhow Hotel alongside the Renault Range Test-Drive.

Over 270 press clippings (press, online, radio, tv), equal to 2.400.000 € of free media space.

Total views video «The Dream Cradle»: 1.700.000

Reach: 5.600.000 (Youtube, Facebook, Twitter, Instagram)

Interactions: 10.700

Rugby match Italy vs France: 60.000 people watched the video content aired during the halftime

Test Drive Activity:

Lead: 1.000

People Reached: 100.000

Test Drive: 2.500