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Work:

Renault - Drive the first Renault Sandero in Mexico

Renault

Drive the first Renault Sandero in Mexico

Challenge

Generate interest in the new Renault Sandero, taking users to the dealership and promoting test drives.

Strategy

Create expectation by making noise before announcing Sandero, Renault’s favourite model for Mexican users. Generating buzz around the launch: “Drive the 1st Renault Sandero in Mexico”

The campaign was only accessible online. The user was directed to the Sandero micro site to participate in a puzzle game. The winners received tickets to participate in the draw and win the first Renault Sandero to be driven in Mexico.

During three weeks the campaign took over major portals in Mexico by attracting the users using rich media formats.

Results

  • Awareness: 131,710,053 impacts were generated; 342,381 clicks and 344,278 actual visits to the Landing Page.
  • We had 41,620 people registering for the puzzle game and therefore obtaining tickets to enter the sweepstake of the Renault Sandero.
  • 21,531 records were generated. Information of age and gender was acquired:
    • - 25.84% women and 74.16% men
    • - The large volume of records was in the age range of 24-32 years old
  • The effectiveness of the online campaign was 0.26% although Rich Media formats reached an ERA of 1.46%.
  • We obtained a conversion from visits to registration of 6.25% (typical digital conversion is 1.40%).