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ADVERTISING CAMPAIGNS

Renault ‘Megane Experiment’ advert

Agency: Publicis London

Client: Renault

Renault has launched a new advertising campaign for the Mégane, created by Publicis London.

‘The Mégane Experiment’ is the film of an actor named "Claude" who goes to Gisburn, Lancashire where there are no Mégane, and convinces villagers he is a ‘joie de vivre’ expert from Menton, Cote d’Azur, France, where there are many.

Over the course of the week, he calls a town meeting to explain that towns with more Mégane have higher fertility rates, berates the locals for their lack of ‘joie’, convinces the proprietor of the White Bull to convert his pub to the ‘Boeuf Blanc’ complete with an accordian player, teaches the meaning of ‘joie de vivre’ to the primary school, gets interviewed by a member of the local Press, and finally puts on the Festival de Joie on the local playing fields.

The film was directed by Oscar-nominated director Henry-Alex Rubin, who shot 48 hours of film over five days and described Claude as a "French Borat with a heart."

Over the course of the shoot, the actor offered raffle tickets in exchange for test drives in his Mégane, which he gives away at the ‘Festival de Joie’, which despite taking place under rain, still attracted 300 locals.

The integrated campaign encompasses TV, cinema, national press and digital including pre-roll and banner advertising, website TheMeganeExperiment.com and social media activity on sites including Facebook, YouTube and Twitter.

A short documentary with behind the scenes footage of the campaign is hosted on the TheMeganeExperiment.com website, which also gives people the chance to win prizes, a ‘Joie de Vivre’ psychometric test and a chance to compare how joyful their town is with others.

More Mégane attributes can be discovered via a fourth section, where Claude and his new English friend ‘Hughie’ star in a series of short, humorous video clips.

Content is replicated at Facebook fanpage, facebook.com/MeganeUK, and the commercials and video clips will also be posted on dedicated YouTube channel Renault UK official.

The teaser campaign, which comprised TV, press and banner ads, drove people to the website TheMeganeExperiment.com, where they could bet on aspects of Claude’s 10-day journey to Gisburn with gaming ‘chips’ awarded by Facebooking friends.

The Mégane Experiment has been created by Publicis London in collaboration with Publicis Modem (digital), OMD (media planning and buying), Sputnik (PR) and Jam (social media).

“The Mégane is an iconic symbol of French ‘joie de vivre’ and the idea is to bring it to Britain where we’d like people to own one,” said Marketing Director Renault UK, Phil York.

AJR
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