The Offer: French auto manufacturer Renault turned to Pinterest to illustrate the ease with which one can charge its new two-seat electric car, Twizy. With its eye on awareness, social sharing, and word of mouth, Renault tapped Spanish agency Orbital Proximity to devise an ad for Pinterest, despite the fact that the social network doesn’t currently allow traditional advertising formats. The solution: An animated “banner” consisting of multiple linked images depicting how to charge a Twizy. Each click brought users forwards a frame, culminating in a board featuring funny-looking electrical outlets to show that any electric outlet in the world can be a charging point for the Twizy.
The Data: During the first month of the Pinterest campaign—from mid-May through mid-June 2012—Renault saw a 132% increase in its lead generation, with more than double the amount of requests for test drives than the previous month’s average. The brand also saw a 43% increase in the number of visitors to the Renault site specifically requesting information about the Twizy.
The Channel: Renault kept the campaign social, tapping both Facebook and Pinterest to get the word out and encourage sharing.
The Creative: Orbital Proximity aimed to get the message across that charging the Twizy is both easy and can be accomplished in the same amount of time as a user might spend browsing Pinterest.
Dan Fietsam is chief creative officer at Energy BBDO in Chicago, where he leads accounts both domestically and abroad for blue-chip clients, including Bayer, Frito-Lay, SC Johnson, and Wrigley. He previously held leadership roles at Publicis in the West, DDB, Y&R, and Leo Burnett. Read our Q&A with Dan for more.
This is fun. It’s a smart, meaningful way to use Pinterest and social media to create awareness on how to power the new Twizy. This campaign fits with the brand and the distinct aspects of the car. Good stuff.