The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Ishbel Macleod | PR and social media consultant

September 2, 2014 | 2 min read

Renault has turned to Knight Rider as its New Trafic vehicle launches this week.

The global campaign, handled by We Are Social, focusses on a video featuring ‘everyday hero’ fictional character “Michael Craftsman”, based on David Hasselhoff’s Michael Knight.

The film will be published in English with subtitles available in multiple languages, as the campaign rolls out in 15 markets including France and Germany.

Sandrine Plasseraud, managing director at We Are Social France commented: “We have been working closely with Renault France for some time, and are delighted to now be working with Renault worldwide. This campaign has allowed us to demonstrate our creativity and innovation in social thinking and high-end content production.”

Behind the scenes content will be shared on social channels as part of the campaign, which looks to position Renault as an online innovator in the competitive utility vehicle sector.

Caroline Méchaï, director for global advertising and media at Renault, said: “This is an unprecedented initiative for a Renault LCV. The intention is to give Trafic a more dynamic image and reach out to a broader audience than just business users.

A microsite featuring launch content, video teasers, online banners, backstage pictures and GIFs has also been created by We Are Social.

Renault We Are Social

Content created with:

we are social

We are a global socially-led creative agency with unrivaled social media expertise.

With 1,300 people in 19 offices spanning four continents, we deliver a global perspective to our clients in a time when social media is shaping culture.

We make ideas worth talking about.

We understand social behaviours within online communities, cultures and subcultures.

We help our clients reach the right people in a strategic, relevant and effective way.

Find out more

More from Renault

View all