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The iconic Megane has been completely reinvented: a new dynamic assertive design (low & sporty styling, new lightning…) along with a sophisticated interior equipped with a real … read moretechno cockpit (color head up display, wide range of driving aids, new R-Link 2 tablet, Multisense system…) to make a pilot out of the driver.
For this new launch, Publicis Conseil and Renault conceived a powerful and integrated campaign. A campaign created as a never seen before experience in tune with the car’s origins to bring back the true driving pleasure.
First, we began with an experiment during which a team of scientists put the drivers to the test, and try figuring out how it really feels to drive the new Renault Megane; Scientists analyse all the data trying to understand this sensation. The unexpected result can be discovered in a TV commercial called the Megane Experiment, directed by Felipe (Iconoclast). 4 teasers have been created to fuel interest towards the campaign.
Then, came the time to test the car. Therefore, we created a unique brand content made of 4 films, each one focusing on a specific product attribute (the 4 Control, the Head Up Display, the new R-Link 2 tablet
and the Pure Vision LED). New Renault Megane faces a Movie car: the ultimate fantasy of all car lovers! The experience turns out to be clear and relevant: while the Movie car is adapted to movies, New Renault Mégane perfectly suits the real life! A multi-screen experience, synchronized with the TV commercial meant to discover additional contents on mobile device, along with a digital display and a print campaign which complete this fully integrated campaign. The experience will air from January 2016 and will be deployed internationally.
read less...Team Renault : Michael Van Der Sande, Caroline Mechai, Christèle Kaplan, Barbara Marzari, Carine Gailliez, Alexandra Charbit
Account managers Publicis Conseil : Patrick Lara, Adrien Dumont, Jessy Teboul, Arnault Bernardin, Sacha Garel, Karim Ben Hamida
Business Affairs (Prodigious) : Carlos Serrano, Till Buisson, Jeanne Rault
Music Brand content : «Faces» / (Roberto Ferrante, Maria Chiara Perugini ) - Electric Youth
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