Renault has launched a campaign to promote the all-electric Renault Zoe that dovetails with the first day of the Ultra-Low Emissions Zone (ULEZ) - an initiative to improve air quality in London.
As part of the new operation, cars that do not meet the ULEZ emissions standards will have to pay a daily charge to drive within the zone. Some commuters can expect to pay up to £24 to drive in central London.
While many miffed drivers have taken to Twitter to vent their frustration with expletive-filled tweets, Renault's 'Keep it Clean' campaign mocks their ULEZ rage, by hijacking the conversation.
Just like the all-electric Zoe is helping to clean up the city of London's air, Renault's campaign aims to 'clear the air' on Twitter.
To create the cleaner 'Zoe-ifed' tweets, Renault created an algorithm based on 200 of the UK’s most offensive swear words. This was used to trawl Twitter for angry ULEZ tweets. Renaults then places a Renault Zoe on top of swearwords to censor the bad air.
Renault has displayed the cleaner tweets on 105 digital posters, which will run alongside a full digital and radio campaign.
TITLE: Renault ULEZ campaign
CLIENT: Renault UK
ADVERTISING AGENCY: Publicis London
EXECUTIVE CREATIVE DIRECTOR: Dave Monk
GROUP CREATIVE DIRECTOR: Colin Byrne
COPYWRITER: Jolyn Finch, Steve Moss
ART DIRECTOR: Jolyn Finch, Steve Moss
PLANNER: William Eliot
ACCOUNT HANDLER: Luke Cox
MEDIA BUYING AGENCY: MGOMD
MEDIA PLANNER: Hattie Smith
PRODUCTION COMPANY: N/A
POST-PRODUCTION COMPANY: N/A
AUDIO POST-PRODUCTION COMPANY: N/A
DATE RELEASED: 8th April
CITY / COUNTRY: London, UK
EXPOSURE: DOOH, radio, online