Product: CROSSOVER RANGE
Title: THE UNFORGETTABLE GUIDE TO FORGOTTEN ROADS
Media: DIRECT MARKETING
Date Of Campaign: June 6th, 2017
Background: Times have changed, and so have roads and the way we travel. Gone are those endless family car journeys with mandatory rest stops when we would come across serendipitous, magnificent roadside treasures. There are 167,000 km of roads in Spain, of which just over 10% are motorways, highways, and multi-lane roads. But this 10% bears 94.3% of all traffic*, leaving the other roads we once travelled, and their treasures abandoned and forgotten. * According to official statistics from the Ministry of Public Works and Transport in 2015.
Idea: Renault’s Crossover models are specifically designed to travel all types of roads. This advantage was the premise for inviting drivers to discover magical places that have fallen off the beaten track.To remind people of these hidden treasures, we decided to put together a special guide featuring rarely visited roads, monuments and villages: “The unforgettable guide to forgotten roads” www.laguiainolvidable.es (www.theunforgettableguide.com). A guide created entirely with users’ suggestions, creating unique content. A brilliant solution, since guides and reviews of symbolic places and towns increase visitor numbers, according to 63.57% of those asked in a study**.The campaign was based on an on-and-off strategy with customers and an expanding digital strategy with a special focus on Social Media, explaining the action to lovers of long-forgotten routes and asking them to help us to complete the guide. Both actions redirected users to a landing page with contents and videos about the suggested routes, as well as an interactive map where they could add suggested new roads to travellers week after week. To take part, all they had to do is take a photo or video of the place, business, monument, etc., and publish it on Instagram with the hashtag #TheUnforgettableGuide with its location to include it on the map and digital guide. ** Data obtained in a study of more than 400 Google users.
Results: • More than 15,000 sessions on the site• 1,100 publications on Instagram with no incentives• More than 125 media mentioned the campaign• € 249,059 ROI with a €0 investment in media• 21.6 million users impacted• More than 1,000 printed copies of “The Unforgettable Guide to Forgotten Roads “.