Product: NEW RENAULT SCÉNIC
Title: THE FIRST EVER CAR CATALOGUE MADE BY KIDS FOR KIDS
Media: DIRECT MARKETING
Date Of Campaign: January 9th, 2017
Background: Recent Milward Brown market research showed that “73% of children influence their parents’ purchasing decisions. ”With this in mind, we thought it was extremely important to reach kids when we presented our most family family car ever (most quintessential family car), the new Renault Scenic. But…how do you create a communication in which both parents and kids could clearly understand the cars’ newest features. In a very simple way. By speaking directly to parents and kids in their own language.
Idea: So we decided to split the message in two differentiated catalogues: one for the adults made by adults and one made exclusively by children for children.The children’s catalogue was designed at a series of workshops involving 10 children (aged between 6 and 9) where they were presented the new Renault model and asked to explain the main innovations of the new Scénic range in their own words. Once this step was complete, a workshop was set up for each of them to create all the copy, drawings and effects for the other children to read later.In this catalogue, “little influencers” will come across fluorescent ink that shines in the dark, different roads that they will have to cover with stickers, an incredible pop-up made by the children themselves, hidden toys that they have to discover, a recipe for making delicious biscuits and, of course, a page where they can draw their own Renault Scénic.Because, if we want to sell a car for getting around as a family, it is logical for it to be discovered as a family.
Results: • The mailing for kids and their parents was sent to 57,000 prospects generating more than 230k visits to the campaign website in just the first month after the launch.• Almost 20k new Scenic cars were personalised on our online car configuration tool, converting into 120 vehicle sales in just one month, a conversion rate 78% higher than any other Renault CRM campaign.• The campaign video generated 6.8 millions views on social media and was shared more than 4,9k times and created 57k engagement interactions.