A TV campaign should provoke the target group to question the safety of its car and make it realise, that Renault has gained more top grades in the Euro NCAP than any other car manufacturer.

How can we sensitise the target group and communicate our promotional offer? The idea: The viewer experiences being inside an airbag during a car crash. Without any branding, the commercial leads the audience to the “Safety Calculator” in the Internet: By simply entering the brand, the model and the year of construction, they can find out within seconds how their car performed in the Euro NCAP. Renault offered a special deal to every owner of a car with less than five stars.

During the first “Airbag” TV flight more than 70,000 people used the Safety Calculator, during the whole campaign there were 359,162 safety calculations. In total, 615,379 customers informed themselves online about the promotional offers. Altogether, the complete campaign attracted 1,258,279 people to visit www.sicher.de in just three month.

Being the most relevant crash test in Europe, the Euro NCAP defines an objective safety standard. The users could find out within seconds, how safe their cars really are. In the car purchasing process the Internet is one of the most important sources of information. Without any branding the commercial leads the audience to the web site “sicher.de”. The question “How safe is your car?” turns the abstract topic safety into a personal relevant issue.