Renault

Objective

After its grand reveal at the Geneva motor show, Renault 5 E-Tech 100% electric was presented for the first time to the general public in France in a never done before outstanding event. On April 23rd 2024, Renault 5 E-Tech electric was the talk of the town with the "WHAT THE FIVE SHOW" at the Centre Georges-Pompidou in Paris, France.

The show was a celebration of the Renault 5 E-Tech, 100% electric, including performances by French artists emblematic of street culture and contemporary art, Cyril Lancelin and Sadeck Berrabah.

To match this immersive and unique offline experience, Renault partnered up with TikTok to bring it online with the exclusive "WHAT THE FIVE SHOW" live show broadcasted across 7 markets including France, UK, Germany, Italy and Spain. The objective was to reach the maximum number of automobile and French-tech fans by sharing the moment live on TikTok.

Solution

The iconic campaign ran in 3 phases. First, to build excitement leading up the main show, the campaign kicked off with a teasing phase using a live anchor calendar to invite audiences to sign up for the live show. The creative was shown to automobile and French-tech fans with the In-Feed Reach & Frequency including a "countdown sticker" add-on to drive anticipation.

The live show was the main event of the campaign. To drive the largest audience who is interested in the experience, the Community Interaction to Live feature was the pillar of the campaign. On the creative front, ever the trailblazer and innovator, Renault strategically tapped into the creative potential of TikTok with the first ever custom live icon activation for the automotive category. The branded icon further enhanced branding, memorability and premium association with the live.

To amplify the live show results and further elevate branding objectives, the audience was invited to relive the key moments of the live with a series of 6sec In-Feeds optimized to video view objective.

Results

In line with the key objective of driving maximum reach and traffic to the live show, Renault successfully reached 188.6k unique viewers across 7 markets with a total of 206k views and 211.5k likes.

Furthermore, the campaign reduced Cost-per-click (CPC) by 43% and increased the Click-through-rate (CTR) by +140%