When Renault partnered with OMD to launch its newest car, TRIBER, the duo embarked on a path never taken before by the automotive category in India, leading to a market-first integrated campaign across print, digital, TV and OOH. Here’s how they did it:
Renault has always built cars around consumers’ ever-evolving needs, and the TRIBER is no exception. It is ultra-modular, spacious and fitted with stand-out features like easy-fix seats that allow quick transformation from a 5-seater to a 6- and 7-seater. But while the car’s USP was making journeys less challenging, communicating its benefits in an advertising context was a big challenge in a competitive sector. To tackle this, OMD and Renault worked on bringing the car to life through the pioneering integration of multiple media platforms, showcasing its distinctive features and the convenience they bring to consumers’ lives.
Shifting into gear, OMD identified how to reach the right consumers with the right message, at the right time and through the right platform. Equipped with the insight that almost every household owns a television and most families ends their day watching their favourite shows, the creative idea was born to capitalise on the popular mass-entertainment space, using a two-fold integration strategy with daily soaps and high-impact shows. The scripts were meticulously prepared while the storylines and protagonists of the shows were identified, bearing in mind the product offerings and target audiences.
The project gathered pace as the daily soaps were used to map the entire consumer journey, from awareness to consideration to purchase. The high-impact shows helped create immediate awareness, thus completing the unique showcase of the car and its features. However, the path-breaking spacial demonstrations proved to be truly believable with consumers, leading the campaign to not only create sparks for the brand, but also underscore the product as the living embodiment of space, modularity and flexibility it is crafted to be.
But the innovation didn’t stop there. To create further buzz and awareness through print, historically the most powerful and leading media for the automobile category, OMD explored a “first time in the industry” format of integrating the masthead in leading daily newspapers. A flap on the front page of the Times of India newspaper made consumers read the masthead as “TRIBER of India” instead of “Times of India”. Additionally, large format ads were splashed across the front pages of leading publications to highlight the car’s unique features.
Commenting on the campaign, Virat Khullar, Head of Marketing for Renault, says: “With this campaign, we really wanted to go beyond conventional media tactics and grasp the attention of consumers in order to showcase TRIBER’s unique features. We are delighted by the outcomes of this smart use of media and look forward to creating more innovative work alongside our agency partner.”
“When we received the brief, the only question we asked ourselves was, how can we approach this challenge to create genuine impact and produce better results, faster for Renault?”, adds Priti Murthy, CEO of OMD India. “We knew we needed an idea that was different yet effective to achieve the desired business outcomes. I believe this campaign will serve as inspiration to ourselves and our peers, pushing us to further challenge ourselves and pioneer new ways of breaking with convention for our clients’ brands and businesses.”