At a glance:
The ongoing campaign has been a great success, with some 120,000 brochures mailed to date, leading to:
- 37,836 users
- 42,846 sessions on site
- 61,493 total interactions
Society has changed a lot in the last 20 years. Families behave in completely different ways and when parents make decisions there is much more participation from their kids.
Renault realised that there was opportunity to expand their target audience for their new Renault Scenic family car. Parents do consult their children before making purchase decisions. This is even more so when choosing holiday destinations, properties and cars.
The new Renault was a family car so the idea, through agency Proximity Madrid, was to offer different members of the family their own brochures. One for grown-ups made by grown-ups, one for kids made by kids. It would be a timely reminder to the car-buyer that as much as they would love something a little sportier and cool, at this point in their life they will need something that screams practicality.
There was extensive preparation involved in creating brochures as the children's brochure was a complex project in terms of timing and details. This version was designed through a series of workshops in which ten kids got to experience the new car and were asked to explain its features in their own words and style. They created all the copy and all the images.
In this version of the brochure, fluorescent inks lit up the roads at night, there was an incredible pop-up of the sort of landscapes the car could cruise through and plenty of stickers. There were hidden toys to discover, a recipe for biscuits and a page on which the readers could draw their own Renault Scenics. The brochure was mailed out to potential customers and could be ordered online as well.