Saatchi & Saatchi × Renault, 2020
Project overview
For the launch of the new Renault Clio in Germany, I designed a four-phase waiting campaign aimed at keeping potential customers informed and entertained while they awaited the car’s availability.
This campaign was inspired by video games, leveraging gamification to engage users and maintain their interest throughout the waiting period.
Approach
The approach was to create a series of engaging, informative touchpoints through regular emails and interactive web pages. Each phase of the campaign introduced different features of the new Renault Clio, starting with its exterior design and progressing to its interior, technological innovations, and finally offering a test drive experience. The campaign was designed to not only inform potential buyers but also to generate leads and build excitement around the new vehicle.
Phase 1: Exterior Design
The first phase focused on showcasing the exterior design of the Renault Clio. Users could interact with a 360° rotation view of the car, allowing them to explore its design from all angles. To enhance the experience, I introduced a gamified module where users could play with different color finishes and wheel options. This interactive element aimed to make the experience fun and engaging, encouraging users to spend more time exploring the car’s exterior features.
Phase 2: Interior Details
In the second phase, the focus shifted to the interior details of the Clio. This phase highlighted the car’s comfort, design, and innovative features such as the infotainment system and connectivity options. Users could explore the interior through detailed images and descriptions, getting a feel for the car’s ambiance and user-friendly features. This phase aimed to build a deeper connection with potential buyers by showcasing the car’s sophisticated and comfortable interior.
Phase 3: Technology and Safety
The third phase introduced the technological and safety features of the new Clio. This included information on the car’s engine configurations, advanced driver-assistance systems, and safety technologies. By emphasizing these aspects, the campaign aimed to assure potential buyers of the car’s reliability and cutting-edge technology. This phase provided detailed insights into how the Clio performs on the road and the measures in place to ensure driver and passenger safety.
Phase 4: Test Drive and Purchase
The fourth and final phase summarized the user’s configuration choices and offered the opportunity to register for an exclusive test drive. This phase aimed to convert interest into action by allowing users to experience the car firsthand. Additionally, users could download more detailed materials about the Clio, helping them make an informed decision. This final step was crucial in moving potential buyers closer to making a purchase.
Results and impact
- Lead generation: The campaign successfully generated leads through the configuration saving feature.
- Conversion: By providing test drive opportunities and detailed information, the campaign facilitated the transition from interest to purchase consideration.
- Positive brand perception: The immersive experience and informative content contributed to a positive perception of the Renault Clio brand among potential customers.
Conclusion
The waiting campaign for the new Renault Clio launch in Germany merged gamification and strategic email marketing to build anticipation and generate leads effectively. The UX/UI design leveraged progressive disclosure and strategic touchpoints to engage users, guiding them towards test drives and eventual purchases. This success underscores the importance of creative and interactive marketing in the automotive industry.