Renault, a brand without reputation in the 4x4 world, recently launched the Duster in Argentina, a compact SUV with the off-road performance of more expensive models. The sales objective was simple; outsell the Ford Ecosport.
To show the Duster can handle extreme driving situations better than the Ecosport, Havas developed an online TV series where the Duster was the main character.
For many, a CSUV is a car that looks like a 4x4 but isn’t. To ensure getting the best car drivers often look online to check performance and videos before purchasing. Drivers often watch and comment on videos showing how cars perform in extreme situations.
Co-produced with Telefe, Havas created an eight-part webisode “The trail” featuring compelling stories from awarded scriptwriters, an all-star cast and acclaimed Argentineans directors.
A webisode teaser announced the release date, preparing the audience for dangerous routes, car chases and shootings. Placements in Telefe and all social media channels engaged 200,000 Telefe fans in the series’ launch in www.Telefe.elrastro.com. Print media in TV magazines and OOH also created
intrigue about the new season’s production.
The actors, director, producer, channel’s stars, Renault team and the Duster itself met with Telefe productions’ fans at a big party. All fans had the opportunity to learn more about the series through backstage interviews with the director and main actors.
Results
Duster received 2,676 registrations in November and + 95%
more registrations than the top-selling model (EcoSport) in last quarter of
2011
The achieved economic ROI was 1.43
+ 700,000 visits, 500,000 page views during the first 20
days
+ 50% new visitors per day
Increased conversion rate during the period (38% to +42%)
1,400 followers in Twitter with replication in @Telefecom
(115K followers) and @RenaultArg (11K followers).