The automobile industry seems to be the most active, brave and willing to come up with non traditional campaigns and also the most eager to use social networking sites to augment their campaign.
Renault recently fully integrated facebook in their campaign in what could be dubbed as their most facebook-dependent campaign ever.
Renault put the car and an empty box with the logo of facebook on it on a seesaw. Renault on one side and the Facebook box on the other side. Through the course of several days, Renault asked people to like their page. For every like, they put a physical symbol of the like button on the box.
The objective is to have enough likes to raise the Renault.
After several days, they did get enough likes to raise the Renault and that was supposed to prove the public’s passion for the car. It is the first campaign to put actual weight to Facebook Page and one of the few that tracks the progress live.
Simple is good but…
When it comes to interaction, simplicity is good. Never should a marketer make things complicated for people to participate. The fact that people get to see their likes translated into a physical effect, it offers a direct and one step process for people to participate in the activity and see the result of what they did.
It also deserves some props for being able to translate a virtual activity to something tangible but you know there is BUT coming and you are right.
The campaign was supposed to emphasize how passionate people are for the car. Apparently, when the car is raised, that mean people are passionate about it. It’s not exactly the strongest proposition and certainly not as dramatic as what you would expect from a brand like Renault.
There isn’t a lot of connection between raising a car and passion but that became the visual hero.
There is also the question of impact. There’s nothing dramatic nor emotionally heart warming about the whole stunt. It certainly doesn’t leave a lasting impression.
You can’t argue with their success, of course. And as per the agency, their measure of success is when they get enough likes to raise the car. However, that was a calculated metric. There is the question of whether or not it was a campaign that will be remember or a campaign that helped in shaping the image or the brand of Renault.
Dorst & Lesser
Account: Birgit Zuurveld
Creation: Robert Withagen & Fabienne van Acquoy
Strategy: Niels Verhoeven, Niels Oude Luttikhuis
Jutta Vermeijs & Jos van den Bergh