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
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.
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.
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