France Rénov'
Make France Rénov' the go-to starting point for a successful energy renovation
#brandawareness #360campaign #advertising #socialmedia
↳ Context
In response to the climate emergency, the French government launched France Rénov', led by ANAH, to guide and support France in making energy-efficient upgrades to their homes.
↳ Challenge
Give France Rénov’ a distinctive value in a crowded energy-renovation space, and establish its credibility and advantage so it cuts through, gets heard, and becomes the go-to reference in France.
↳ Strategy
Home renovations are complex, and that's just how it is!
The strategy: shift the perception of energy renovations from constraints and negativity to a positive angle, focusing on the post-renovation benefits and satisfaction.
The idea: to ensure successful energy renovations, the RIGHT starting point is reaching out to France Rénov’. The campaign features a France Rénov’ advisor, so passionate about their job they can't help but analyze every home they see, in a charming, almost obsessive role. This highlights France Rénov’s expertise in a laid-back and no-fuss manner, making the brand the one and only entry point for energy renovations and cementing its superior status once and for all.
↳ Rollout
A targeted advertising campaign on TV, radio, social media, and Video On Demand (VOD)
Anti-scam videos on social media
Our advisors across France help households undertake the necessary renovations while safeguarding them from scams. Especially when things get complex, technical, or full of jargon, they bring a human touch to the project and inspire confidence in households!
Martin Lagane,
Head of Communications, Coordination, and Institutional Relations at the National Housing Agency (ANAH)
