Renault Fluence - Explosion
The goal was to launch a new car and introduce Renault in the Brazilian segment of sedans. The launch was celebrated with the explosion of a car, which represented all consumer’s worries and dislikes.
Why would you explode your car?
The original TV ad shows a man who exploding his car after meeting the brand new Renault Fluence.
The strategic solution was to join the global concept with a local action. The launch was celebrated with the explosion of a car, which represented all consumer’s worries and dislikes.
We invited users to tweet the reason why they hate their own cars. The tweets were projected on a real car and could be watched in real time.
Results
After over than 32k tweets, the author of the best answer had the pleasure to explode the car during a live broadcast on Fluence’s hotsite, Youtube and most important Brazilian web portals, being watched by 2.1 million people.
During the campaign, Renault become the most popular national brand channel on Youtube in terms of audience, going from the 18th to 1st position in only 72 hours.
More screens
Making of
CCO Domênico Massareto
CD Rodrigo Manfredi
AD Cleber Zerrener, Fábio Favaro, Felipe Todesco
CW André Barro, Milena Gouvea