The Unaffordable Campaign

Details
  • Agency : Publicis Buenos Aires
  • Place : Argentina
Advertiser :
  • Group Renault is a French multinational automobile manufacturer.
Objective / insight
  • During Argentina’s most recent economic crisis, small businesses were the first to bear the brunt. Nearly 50% of small business installed capacity is inactive and 42% of small business revenue goes straight to covering taxes.
  • Renault Kangoo is the best selling work wehicle in Argentina, this vehicle has a historical relationship with small companies. In the context of economic crisis, Renault launched this campaign to show their most loyal clients the support and to generate engagement with the target.
  • They came up with the idea : many small companies cannot afford to do advertising, Renault Kangoo can use media of its new model launch to do free advertising for those companies
Implemented strategy
  • The team created a branded platform where small companies can “plot” the new Renault Kangoo with their company’s logo and contact information for free.
  • Then the advertising of Renault Kangoo will appear on mass media with the campany’s logo and information on the image of vehicle.
  • The advertising has been published on digital and traditional billboards, DCO banners, rich media banners, social media and newspapers.
  • For raise the awareness of the campaign among owners of small business, the team launched also two spots on Facebook, Instagram and Youtuben and a tutorial video that explains how the platform works.
Technology implemented
  • On the site www.unaffordablecampaign.com, small companies’ owners can upload their logo and contact information, then customize these images on the vehicle.
  • By using data dans geolocalisation, each advertising is published on the average covering rage of the company.
Results
  • More than 100M entrances to the site
  • 5372 users uploaded logo and contact info
  • 20K different ads were developed
  • Cost per users was optimized by 52% compared to other Renault campaign benchmark
  • Conversion improved by 300%
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