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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.

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