Renault selects Exponential to launch a cross screen brand awareness campaign to promote new Clio

  • July 17, 2013

Display, video and mobile campaign generates more than 65,000 consumer interactions with new Renault Clio

Madrid, Spain – 3 June, 2013

Renault has chosen Exponential, a global provider of advertising intelligence and digital media solutions to brand advertisers, to deliver a cross-digital campaign aimed at driving consideration of the new Clio.

The campaign, which ran over a three-week period in February, aimed to increase brand awareness and drive traffic to the Renault website.

To impact the prospect audience and achieve campaign goals across multiple devices, Exponential has launched via its audience targeting platform “Ex Advertising Intelligence” a campaign across its 4 division.

Campaign included video teaser ads and engaging micro site on Tribal Fusion (network that delivers fine-targeted display ads at scale to drive audience impact), Firefly Video (video engagement platform that delivers the active attention of advertisers’ target audiences to drive engagement and brand lift), Adotube (in stream video audience network that offers interactive pre-roll to drive user engagement and audience awareness) and Appsnack (platform that builds rich, engaging, app-like creative experiences that reach audiences at scale, across mobile and tablet).

The campaign generated over 65,000 consumer interactions across PC, smartphone and tablets via 4 million impacts delivered which mean an average engagement rate of 1.62% with the video teaser ads.

On PC, the average time spend in units (o dwell time) was 15.6 seconds and the CTR inside the micro site 7.29%. The campaign also drove high click-through rates on mobile, for both the smartphone and tablet micro site, produced by Exponential’s Appsnack division, 7.3% of people who interacted with the ad clicked through to the Clio website. The average video dwell time on mobile devices was over 17.2 seconds.

“We’re always looking for new and effective ways to reach customers,” said Sagrario Carrasco Digital Account Director at OMD who booked the Renault campaign. “Our activity with Exponential enabled us to showcase Renault’s new version of a very popular model across multiple devices and successfully target as larger an audience as possible”.

“Renault was after an audience that consumes media and advertising in an increasingly fragmented way so we were able to run a campaign that reached this audience across the different digital formats in a whole new way,” added Jérôme Massebeuf, managing director Spain and Italy for Exponential. “In an increasingly crowded market place, brand awareness is vital and the ability to make real connections with consumers means cross-digital campaigns should be the minimum brand advertisers are looking to create.”