Renault Megane RS launch: Event, test drive & artist collaboration
Launch of the New Megane RS
Industry: Cars
Communication plan: Comprehensive strategy across all channels
The mission was clear – to get the target audience to discover the new version of the Megane RS, a supercharged racing version of the classic Renault model. To achieve this goal, Renault chose to work with Louder, a cutting-edge marketing agency, instead of going through its traditional set of advertising, media and PR agencies.
Together, we created a comprehensive communication plan that spanned all Renault channels and reached out to various media. To reinforce our promotion of the Renault Megane RS launch, we also created a strategic partnership with a well-known Swedish hip-hop artist. This collaboration helped us attract a younger audience and generate a lot of interest in the car.
As part of the campaign, the target group had the opportunity to win a test drive of the car on a full-speed track near Arlanda, as well as tickets to the artist’s gig at Berns. Before shooting our video, we sought permission to film with the artist in unique locations in Stockholm, including an adrenaline-filled ride across the Västerbron bridge.
During the event itself, the Louder Family tied all parts of the project together. The winners of the test drive gathered in Kungsträdgården, where we exhibited a demo of the Megane RS and organized car racing games for curious guests. The test drive was carried out with great enthusiasm, and afterwards everyone gathered in the basement of Berns for a mingle and premiere screening of the newly recorded video, which the artist himself presented to the visitors and potential buyers.
The evening ended with a fantastic performance by the artist, along with several guest artists, which really put the icing on the cake for the launch of the new Megane RS.
