Campaign Overview
We needed to build consideration for Renault with two different audiences – today’s buyers (‘dads’) and tomorrow’s (‘daughters’).
The answer lay in Renault’s iconic ‘Papa, Nicole’ ads. Creating a new chapter in this much-loved 1990s campaign, we set it in modern day Britain with a cast of real-life Nicoles and their Papas. Rekindling Renault’s old flame with a progressive retelling of the iconic father-daughter tale, we told their stories on Father’s Day in an emotive and relevant way that allowed us to speak to two generations at once.
Results
We moved the world to:
Think > Perceptions of Renault as a brand of quality and innovation doubled to 20%
Feel > Brand love grew 53% (4x the norm)
Act > Consideration surged 52%, resulting in a 0.8% growth in purchase intent and an estimated 2,825 additional car sales
