For the launch of its latest electric car, the ZOE, Renault used DOOH to target key audiences at an optimal time, while emphasising the car’s environmentally friendly nature. To make that happen, the media agency OMD came up with an effective communication strategy. Dynamic content optimisation was used to showcase live pollution levels across several Belgian cities. Since then, the campaign won multiple awards.
It was first rewarded at the AMMA Awards 2020 in the category “Best Creative Media Use” (silver medal), and took the top spot in the Best of OOH 2020 category. The campaign was subsequently nominated for the Drum Awards Digital Advertising 2021, in the “Best use of Digital Out-Of-Home” category. Those three institutions in the advertising world respectively award the best media campaigns that combine creativity and technology.
The Renault ZOE campaign is now shortlisted for the Campaign Tech Awards 2021 in the “Best use Of Tech in OOH” category. See you on 6 May for the verdict.
The success of this campaign relied on the innovative nature of the activation. It was broadcast exclusively at times when the air quality level was poor (orange to red). The campaign demonstrated the power of incorporating real-time air pollution data into marketing automation to display pollution levels around the cities of Brussels and Liѐge using VIOOH’s digital out of home (DOOH) marketplace. This offers an effective way based on the context of a given moment to highlight the connection between electric vehicles and their limited impact on the environment.
The campaign was produced in collaboration with Renault Belgium, JCDecaux Belgium, OMD, Publicis, Outsight, VIOOH, and Outmoove.
For more information:
CEO JCDecaux Belgium, Luxembourg & Israël
+32 2 274 11 31