What Really Happens #BehindCarDoors? Renault launches Year-Long Social Experiment for launch of Renault Scénic
The latest campaign for Renault UK sees Publicis London and MSLGROUP team up for a creative partnership to launch the new Renault Scénic ‘Behind Car Doors’ campaign.
Both agencies, part of Publicis Communications partnered to develop a social experiment using influencers to co-create content that shows the true in-car experience of family life over a year. One of the key insights that inspired the campaign was the rapid increase of devices and distractions has meant that gathering family members around the dinner table or having their full attention has become more challenging. With this in mind, the agencies developed ‘Behind Car Doors’ to help bring Renault to the core of family life by proving the car really is the new dining table.
The campaign is being fronted by Mother Pukka (@mother_pukka) and Father of Daughters (@father_of_daughters) – who combined have 700k Instagram followers. They will be driving the Renault Scénic for a year, equipped with dash-cams and microphones to record the family’s interactions. Both influencers will be posting monthly to their social channels showing their experiences behind the doors of the Renault Scénic – the new home away from home. The footage will include the highs and lows, a warts and all account of family travel.
A survey was developed to set the scene for the social experiment, content creation and to provide compelling media collateral. And celebrity Psychologist Dr. Linda Papadopolous was recruited to provide insights into family life and act as a media spokesperson.
The campaign launches in May with an introductory film. Join us for the in-car conversations – from the awkward to the insightful at: www.life.renault.co.uk
Other recent influencer-led campaigns from MSLGROUP have included activations for Nescafé, EY, Beauty Bay and Wileyfox.