Renault electric car range

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HOW DO YOU EXPLOIT A NEW PLATFORM FOR MAXIMUM CREATIVE IMPACT?

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Renault wanted to use an exciting and creative approach to promote its electric car range amongst an influential, early adopting audience.

THE CHALLENGE

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108 MINUTEs average dwell time for the T3 iPad app

The T3 iPad Edition was the top grossing lifestyle app in the UK 2011. With an upmarket, tech savvy audience and an innovative, engaging product, this was the perfect platform for Renault to use.

THE INsIGHT

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By accessing a new and impactful platform to this early adopting audience, Future created a media first for Renault - a video cover wrap iPad ad. The campaign allowed users to fully interact with the brand through video, touchpoints and links to the website, bringing the range to life.

THE sOLUTION

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C iPad activity was also supported by display ads in the print edition

A The cover-wrap featured a fully interactive video advert branded with the T3 logo and appeared immediately before the front- and directly after the back-cover pages of the interactive T3: iPad Edition.

B Links in the ad took consumers directly to the Renault website for more information about the products.

HOW DID WE…EngagE and ExciTETHE T3 audiEncE?

The campaign created real standout and cut-through showcasing Renault’s electric car range, in the UK’s top-selling iPad magazine.

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11,800

Each user viewed 3 times on average

unique views of the cover-wrap video.

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12% of views prompted user action

4minDwell time

tapped the website link to find out more information. For the display ad format the CTR was 5%, levels of engagement for both formats way above digital norms.

4000users

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“The iPad is an innovative and engaging medium, reaching an early adopter audience – making it a perfect fit for likely electric vehicle buyers. Creating the first video cover wrap is a real coup for us, adding an additional layer of standout and highlighting the strengths of tablets as a communications platform…. an integrated print and iPad package, ensured we reached all of T3’s reader base with details of Renault’s exciting Z.E. electric vehicle range.”Phil York, Marketing Director, Renault UK

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