The Practice - Renault Romania searches and awards 100 ambassadors for the Olympic Values!

Category: Best Content Marketing Project

Client: Renault Romania

Year / Domain / Status: 2013 / Auto / Participant

Strategy description:

The London Olympic Games represented a great opportunity to show support for the Romanian Olympic delegation for many other brands as well, not only for Renault. On a crowded communication scene, the campaign “Renault Romania searches and awards 100 ambassadors for the Olympic Values!” managed to catch the attention of mass media and all publics in a creative strategic approach: by bringing into the spotlight not only the Olympic athletes, as expected, but also common people who proved they had been living by the Olympic values!

Execution:

We launched the www.megane-olympic.ro site. 5 bloggers drove in a tour across Romania in a National Relay Race. Renault employees felt the Olympic spirit thanks to creative solutions: conference rooms renamed after sports, cutouts of athletes in offices, medal like stickers on bathroom mirrors & newsletters about the Olympics. 100 ambassadors of the Olympic values were selected & announced in owned media & special press releases. The greatest moment of the campaign was the Awarding Gala. The Renault ambassadors met medalists, trainers, important personalities from sports & VIP’s.

Case visual: