Digital Transformation

Renault mobile campaign looks to boost test drives of new electric model across UK

By Stephen Lepitak | -

Publicis London


renault article

May 22, 2014 | 2 min read

Renault UK has released a mobile and tablet campaign to raise awareness of electric vehicle, the Renault Zoe and drive local dealership footfall.

Using mobile messaging, the nine-week campaign, devised by Manning Gottlieb OMD with creative by Publicis London, will activate within five miles of Renault dealerships to in-market consumers through data from Weve, Apple and Mosiac.

Areas of focus in the UK include Bristol, Newcastle and Glasgow, where the electric car buying market is said to be at the highest. The activity will invite consumers to book test drives of the Renault Zoe.

Matt Lamprell, digital brand communications manager at Renault UK, explained that the company had chosen a number of hotspots in which it would focus the activity to promote the vehicle.

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“We want to ensure that messaging is relevant to its local audience, so it’s logical to use geo-targeted technology that lets us know where people are, overlaid with demographic or behavioural data to ensure they match our target audience," he added.

Manning Gottlieb also planned the offline activity and events being hosted at local Renault dealerships across the UK.

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