Introduction: we released an exciting campaign for the launch of Renault Twizy, the revolutionary urban crosser that embodies our commitment to technological innovation and electric mobility. With its agile and spirited performance, Twizy offers a unique driving experience akin to a motorcycle while providing the safety and comfort of a car. As part of our campaign, we devised an integrated approach called "Share the Positive Energy," which centres around innovative and unconventional test drives that align with our brand's ethos.
Unconventional Test Drives: Participants eager to experience the Renault Twizy were treated to an extraordinary test drive opportunity. Instead of a traditional solo drive, they embarked on an adventure alongside a perfect stranger, who happened to be a well-known personality. This not only allowed for an introduction to new and exciting people but also provided a chance to share a fun and unforgettable experience. The tour kicked off in Rome on March 24th 2012 and continued to Bologna, Naples, and Milan.
Celebrity Involvement: To make the experience truly exceptional, surprise celebrity appearances were incorporated into the test drives. Lucky participants encountered one of the four selected VIPs during the Rome leg: Manuela Arcuri, Vinicio Marchioni, Gianmarco Tognazzi, and Lucia Ocone. This added star power elevated the excitement and made each test drive even more memorable.
Integrated Campaign: We executed an integrated campaign, incorporating various channels to communicate the Share the Positive Energy initiative. The campaign included promocards, branding on tourist buses, as well as traditional print and billboard advertising. In the days leading up to the event, a guerrilla marketing approach was implemented to generate anticipation and buzz.
Digital Engagement: Throughout the campaign, a dedicated Facebook tab provided information on upcoming tour stops and the celebrities involved, enabling interested individuals to book their test drives online. Additionally, a video compilation captured the most entertaining moments, and users could easily access it via a link to YouTube, where they could enjoy highlights from the most original test drives.
Conclusion: The Renault Twizy Test Drive Tour, brought to life by our team, has successfully showcased the unique features and exhilarating nature of the Twizy. By combining unconventional test drives with surprise celebrity encounters, Renault created an unforgettable experience for participants. This integrated campaign, spanning both offline and digital channels, effectively communicated the positive energy and innovation inherent in Renault's electric vehicle offerings, further solidifying the brand's position as a leader in urban mobility.
