| Titel | The First Brochure of Cars Made by Kids, For Kids |
| Agentur | Proximity Madrid |
| Kampagne | The First Brochure of Cars Made by Kids, For Kids |
| Werbende | Renault |
| Marke | Renault Scenic |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 1 |
| Geschäftsbereich | Autos |
| Philosophie | The new family model has evolved and now all of the family members make decisions together. So children are a fundamental part of decision-making and we have to address them too. This is even more important when we are presenting the Renault Scénic – a new model of family car. It is essential that children be involved and we have to do this in the most effective way possible. So we decided to split the message in two differentiated catalogues: one for the adults made by adults and one made exclusively by children for children. The children’s catalogue was designed at a series of workshops involving 10 children (aged between 6 and 9) where they were presented the new Renault model and asked to explain the main innovations of the new Scénic range in their own words. Once this step was complete, a workshop was set up for each of them to create all the copy, drawings and effects for the other children to read later. In this catalogue, “little influencers” will come across fluorescent ink that shines in the dark, different roads that they will have to cover with stickers, an incredible pop-up made by the children themselves, hidden toys that they have to discover, a recipe for making delicious biscuits and, of course, a page where they can draw their own Renault Scénic. Because, if we want to sell a car for getting around as a family, it is logical for it to be discovered as a family. |
| Problem | The new family model has evolved and now all of the family members make decisions together. So children are a fundamental part of decision-making and we have to address them too. This is even more important when we are presenting the Renault Scénic – a new model of family car. It is essential that children be involved and we have to do this in the most effective way possible. So we decided to split the message in two differentiated catalogues: one for the adults made by adults and one made exclusively by children for children. The children’s catalogue was designed at a series of workshops involving 10 children (aged between 6 and 9) where they were presented the new Renault model and asked to explain the main innovations of the new Scénic range in their own words. Once this step was complete, a workshop was set up for each of them to create all the copy, drawings and effects for the other children to read later. In this catalogue, “little influencers” will come across fluorescent ink that shines in the dark, different roads that they will have to cover with stickers, an incredible pop-up made by the children themselves, hidden toys that they have to discover, a recipe for making delicious biscuits and, of course, a page where they can draw their own Renault Scénic. Because, if we want to sell a car for getting around as a family, it is logical for it to be discovered as a family. |
| Ergebnis | The ongoing campaign is been a great success: - 37,836 users- Sessions on site 42.846- Total interactions on site: 61,493 |
| Medientyp | Internetseiten |
| Länge | |
| Executive Creative Director | Susana Pérez |
| Creative Director | Pilar de Giles |
| Kreative Leitung | Francisco Cuadrado |
| Kreative Leitung | Raul Somaza |
| Art Director | Cristina Luna |
| Art Director | José Luis Diez |
| Art Director | Carlos Ruano |
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