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Objective / insight

• During Argentina’s most recent economic crisis, small businesses were the first to bear the brunt. Nearly 50% of small business installed capacity is inactive and 42% of small business revenue goes straight to covering taxes.
• Renault Kangoo is the best selling work wehicle in Argentina, this vehicle has a historical relationship with small companies. In the context of economic crisis, Renault launched this campaign to show their most loyal clients the support and to generate engagement with the target.
• They came up with the idea : many small companies cannot afford to do advertising, Renault Kangoo can use media of its new model launch to do free advertising for those companies

Implemented strategy

• The team created a branded platform where small companies can “plot” the new Renault Kangoo with their company’s logo and contact information for free.
• Then the advertising of Renault Kangoo will appear on mass media with the campany’s logo and information on the image of vehicle.
• The advertising has been published on digital and traditional billboards, DCO banners, rich media banners, social media and newspapers.
• For raise the awareness of the campaign among owners of small business, the team launched also two spots on Facebook, Instagram and Youtuben and a tutorial video that explains how the platform works.