⁞ FLUENCE / See yourself in a new light/

04.01.2010/Sofia/Bulgaria

⁞ FLUENCE / VIRAL CAMPAIGN/CAMPAIGN OVERVIEW

This campaign was unique for Bulgaria. It combines guerilla marketing strategy and web 2.0 popularization.

The campaign gained the popularity of Fluence on one hand and built an image of Renault as a modern and innovative brand on the other.

GUERILLA AND WEB 2.0

⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT

TARGET GROUPDrivers, working, active people, average salary

+GOALpopularization of Renault Fluence

= TRAFFIC LIGHTS The natural location

⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT

…you feel like communicating.

1 MINUTE⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT

Drivers spend at least 1 minute on every traffic light on the way to their destination. 1 minute for the advertisers is at least 2 TV spots. 1 minute in a traffic jam – 1 minute of wasted time. Bored? Looking around?

RIGHT BEFORE THE 2nd COFFEE

WHAT WILL YOU DISCUSS?

Today it won’t be the traffic jam.

⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT

⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT

⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE

The communication methods used in the campaign aim generating “Word of mouth” effect.

Both activities – offline and online – are combination of conventional and not conventional advertising methods, designed to provoke interest in Fluence.

OFFLINE:

WORD OF MOUTH

⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE

3 days of street action – 23/24/25.11.2009

10 locations in Sofia

2 mirrors seen by more then 5000 people

6 promoters1000 flyers

1 official video clip100 photos

⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE

The shot material was uploaded online.

The communication of the campaign was spread via preliminary prepared profiles and channels.

ONLINE:VIRAL

⁞ FLUENCE / VIRAL CAMPAIGN

15 profiles in a different networks

5 video channels4 posts in svejo.net

17 posts in twitter.com

11 external posts

Communication / online:

⁞ FLUENCE / VIRAL CAMPAIGN

⁞ THANK YOU FOR YOUR ATTENTION!