Publicis Conseil Wakes Up Your Passion in New Renault Campaign

The iconic Megane has been completely reinvented with a new dynamic assertive design (low & sporty styling, new lightning…) along with a sophisticated interior equipped with a real techno cockpit (colour heads up display, wide range of driving aids, new R-Link 2 tablet, Multisense system…) to make a pilot out of the driver.

For this new launch, Publicis Conseil and Renault conceived a powerful and integrated campaign. A campaign created as a never seen before experience in tune with the car’s origins, to bring back the true pleasure of driving.

First,  a team of scientists put the drivers to the test, and tried to figure out how it really feels to drive the new Renault Megane. Scientists analysed all the data trying to understand this sensation. The unexpected result can be discovered in a TV commercial called the Megane Experiment, directed by Felipe (Iconoclast). Four teasers have been created to fuel interest towards the campaign.

Then came the time to test the car. Unique brand content was created consisting of four films, each one focusing on a specific product attribute (the 4 Control, the Heads Up Display, the new R-Link 2 tablet and the Pure Vision LED). The new Renault Megane was pitted against a movie car: the ultimate fantasy of all car lovers! The experience turned out to be clear and relevant: while the Movie car is adapted to movies, the New Renault Mégane is perfectly suited to real life!

The campaign is a fully integrated, multi-screen experience, synchronised with the TV commercial to discover additional content on mobile devices, along with a digital display and a print campaign.

The experience will air from January 2016 and will be deployed internationally.

The 360° launch campaign is emphasised by its strong tagline: NEW RENAULT MEGANE. WAKE UP YOUR PASSION.