Cannes Lions

#UNDRESSNEWTWINGO - THE STRIP-TWEET

WE ARE SOCIAL, Paris / RENAULT / 2014

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Overview

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Credits

Overview

Description

Since its launch in 1993, the Renault Twingo has been the quirkiest car around, with a focus on its curvy, colourful features.

In February 2014, Twingo fans and the automotive press were eagerly awaiting the launch of the 3rd generation Twingo. So, in keeping with the quirky Twingo brand, we decided to reveal its new look in a very different, original way.

Many widely publicised spy shots of the car covered in camouflage stickers had been circulated via blogs and websites, giving a taster of the car’s shape.

However, to build excitement about the design underneath the stickers, we offered press and the wider public the opportunity to literally strip off these camouflage stickers in the world’s first “strip tweet” - revealing the Twingo to the world in real time!

People worldwide could get involved with the reveal, using the hashtag #UndressNewTwingo to control the speed at which the Twingo was stripped of the stickers. For every 100 tweets using the hashtag #undressnewtwingo, four dancers, in perfect synchrony, removed a snippet of the camouflage to gradually reveal the Twingo’s new design.

The faster the tweets came in, the faster the new model was revealed. Tweets were displayed live during the show on digital screens surrounding the car.

During the event we had 100,000 visitors to the site with 78,000 people tuning in to watch the action. Overall, more than 4,500 tweets were sent, not to mention the 230 media and blogs worldwide who wrote about the reveal.

Execution

On the 11th February we sent a teaser to automotive media, starting the countdown to the reveal with the message: “In 48 Hours you will be able to personally reveal the new Renault Twingo via Twitter. Get ready to #UndressNewTwingo.” The hashtag started to gather momentum quickly, and journalists got their audiences involved.

At 5pm GMT+1 on the 13th of February and it was time for the show to start, with a live stream so that everyone could follow the car’s unveiling.

For every 100 tweets using the hashtag #UndressNewTwingo, four dancers, in perfect synchrony, removed a snippet of the camouflage to gradually reveal the Twingo’s new design. The faster the public tweets came in, the faster the new model was revealed, and everyone’s reactions were displayed live during the show on digital screens surrounding the car.

Outcome

3 000 tweets in less than 1.5 hour

4500 tweets using the hashtag all together

The hashtag was even trending organically in France during the event!

+230 media sources, news and blogs worldwide

3.8 million impressions

100,000 visitors to the site

78,000 people tuning in to watch the action

Loads of positive reaction both to New Twingo itself and to the innovative nature of the campaign!

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