Campaign Overview
Renault relaunched the Scenic as an all-new electric car — packed with innovation and crowned Car of the Year 2024. But in the UK, the name still carried baggage. It was remembered as an outdated car for a perfect family that didn’t exist anymore.
With 40% of UK marriages ending in divorce, and in-car arguments cited in 1 in 10 divorces, we decided to sell the perfect family car by speaking to the imperfect family.
We launched Relationship Breakdown Cover — a genuine legal promise you could return the car for free if you got divorced.
Results
What started out as a tongue-in-cheek legal offer turned into a powerful direct response campaign — with zero media spend.
It drove a 16% rise in brand consideration and a 32% increase in purchase intent.
Search interest for “Renault Scenic” rose by 18%, hitting its highest-ever level in the UK.
Scenic site visits jumped 357%, showing immediate behavioural response.
Most importantly, the redesigned Scenic went from overlooked to a sales success story, growing to 18% of Renault UK’s total sales — all from one targeted, action-driven idea.
