Renault — Running On Love
In countries with the most single households, we created a car fueled by love, and eased Swedes and Danes’ communication.
Renault has been on the market for a long time, but the C car segment is highly competitive and flooded with rational arguments. Our task when launching the Renault Mégane Hatchback was to find an emotional way to communicate that it is the perfect car for couples.
Sweden and Denmark have the highest number of single households in Europe and research shows that poor communication is the main reason why couples break up. A car is one of the best places for meaningful conversations. Could the Mégane be a communication vechicle for couples?
We made a car that wouldn’t run if the couple didn’t talk with each other. Nicely. Renault Mégane – Running on Love – was born. We equipped the new Mégane with a “love indicator” – an innovation that made it impossible to drive unless the couples in the car spoke withe each other. Gently.
The news about the “love car” was spread all over the world, reaching more than 30 million people. ABC News reported live from the car and the Youtube pre-roll had a significant lift in brand preference with 10% viewing the entire clip – the same watch-through rate as the new Star Wars trailer.
ABC News, Creativity Online, Contagious, Aftonbladet, Expressen, GT, Ekstrabladet, Café, King, Feber etc.