03.
Renault electric car range
42 Future Proof
HOW DO YOU EXPLOIT A NEW PLATFORM FOR MAXIMUM CREATIVE IMPACT? Renault electric car range 43
03. Renault electric car range
THE CHALLENGE Renault wanted to use an exciting and creative approach to promote its electric car range amongst an influential, early adopting audience.
44 Future Proof
Nisi tat loreriustisi ex enit 07
108 minutes average dwell time for the T3 iPad app
THE INSIGHT The T3 iPad Edition was the top grossing lifestyle app in the UK 2011. With an upmarket, tech savvy audience and an innovative, engaging product, this was the perfect platform for Renault to use.
Renault electric car range 47
03. Renault electric car range
THE SOLUTION By accessing a new and impactful platform to this early adopting audience, Future created a media first for Renault - a video cover wrap iPad ad. The campaign allowed users to fully interact with the brand through video, touchpoints and links to the website, bringing the range to life.
48 Future Proof
A The cover-wrap featured a fully interactive video advert branded with the T3 logo and appeared immediately before the front- and directly after the back-cover pages of the interactive T3: iPad Edition.
B Links in the ad took consumers directly to the Renault website for more information about the products.
C iPad activity was also supported by display ads in the print edition
Nisi tat loreriustisi ex enit 07
03. Renault electric car range
How did we… Engage and Excite the T3 audience?
The campaign created real standout and cutthrough showcasing Renault’s electric car range, in the UK’s top-selling iPad magazine.
50 Future Proof
12%
4000 of views prompted user action
users
11,800
unique views of the cover-wrap video.
3
Each user viewed 3 times on average
tapped the website link to find out more information. For the display ad format the CTR was 5%, levels of engagement for both formats way above digital norms.
4min Dwell time
Renault electric car range 51
06 Nisi tat loreriustisi ex enit
“The iPad is an innovative and engaging medium, reaching an early adopter audience – making it a perfect fit for likely electric vehicle buyers. Creating the first video cover wrap is a real coup for us, adding an additional layer of standout and highlighting the strengths of tablets as a communications platform…. an integrated print and iPad package, ensured we reached all of T3’s reader base with details of Renault’s exciting Z.E. electric vehicle range.” Phil York, Marketing Director, Renault UK
Renault electric car range 53