Renault Trucks
Reinforce the brand’s leadership in electric mobility
#Creativity #Communication #Viral #GuerrillaMarketing
↳ Context
In the electric truck market, Renault Trucks is the undisputed leader in France with a 90% market share and the only company producing 100% electric trucks in series for several years now.
Yet, no one knows it!
Everyone’s attention is fixated on electric-only players, with Tesla at the forefront, dominating the media landscape with flashy announcements and promising great future successes, but they haven’t put a single truck on the road yet.
↳ Challenge
(Re)highlight Renault Trucks' 100% electric range and reaffirm the French manufacturer’s leadership position.
↳ Strategy
Break out of Renault Trucks’ usual modest communication, and leverage their presence at the 2022 Paris Motor Show to speak boldly about decarbonized transport solutions.
Dare to directly challenge its most well-known “media rival,” Tesla, with a bold campaign inspired by some of the greatest advertising rivalries such as Burger King vs. McDonald’s and Pepsi vs. Coca-Cola.
An ambitious two-phase campaign to demonstrate that Renault Trucks is THE leader in electromobility and that its electric trucks are ALREADY on the roads of France.
↳ Achievements
↳ Phase 1 : A viral film poking fun at Tesla, the most iconic figure in electric cars, which was aired just before the Paris Motor Show. The film features Christophe Martin - General Manager of Renault Trucks France - making a cameo appearance.
↳ Phase 2 : A stunt live from the Paris Motor Show, where Renault Trucks showcased its range of electric trucks. These trucks were dirty, dusty, and worn down because they've been on the road, standing out amidst the immaculate and clinical booths of competitors, carrying the campaign message: While some make big announcements, others are already covering miles.
As a partner of Renault Trucks for almost 15 years, we were eager to help them boldly reassert their status as a leader in electric trucks. This is a significant challenge for Renault Trucks, a brand typically seen as humble and low-profile by the general public, even though the results speak for themselves in the field. We're extremely proud to have supported them in this daring campaign and to have helped them step out of their comfort zone.
Sebastian Conte,
General Manager
