Our challenge was to introduce the new turbo engine of the Renault Fluence GT, in an innovative and surprising way. For this, we created an entirely new medium: The TruckMedia - special billboards on the back of the trucks. They were placed where the turbo shows off its performance and speed: the highways, roads and city streets.

In Brazil, trucks are everywhere, be it in cities or countryside roads.

They clog traffic, both by the excessive amount of trucks driving everywhere and their slowest pace.

Within the universe of the trucks, there is a huge tradition in Brazil: to carry humorous sayings in the back of the trucks.

A space that people have become accustomed to watching, but that was never used before as an advertising medium.

Take advantage of this tradition and this available space, we created The TruckMedia, using it to introduce new turbo engine of the Renault Fluence GT.

Consumers were impacted in a traditional location, but with a totally unexpected advertising message conveyed at a time and point that made the most sense to them as they were actually driving and feeling the need for a more powerful engine.

A new medium was created reducing the cost of outdoor placement, with the advantage of increasing the circulation reaching places were the regular outdoors can’t be seen (most cities have a tight regulation of out of home media usage, banning some kinds of outdoor advertising)

The Renault Fluence GT inaugurated its own new Media, who came to outdo the competition.

In order to do so we established a partnership with a major carrier in the country. We draw the most relevant routes to display our ads, considering both countryside roads as well as high-traffic city streets, and highways during rush hour so that we count maximize impact. Our purpose was to provoke drivers, highlighting the main advantage of our product.