If the engine is the heart of the car, Renault is the heart of the Australian Grand Prix.
Renault supplies the engines for four of the eleven teams on the Formula One grid. That’s a lot of currency with which to lure car buyers. Renault has been quietly squirreling it away.
This year, it decided to spend it.
So it asked Carrspace to carry out a multi-faceted brand campaign that translates the concept of the engine’s being the ‘heart’ of the car into several brand experiences that will resonate with everyday drivers as well as Grand Prix fans.
First up in the year long campaign was a live experience in the general admission area of the 2014 Grand Prix at Victoria’s Albert Park in March, plus pop-up activations in both Melbourne and Sydney, with an interactive app and online component and in-dealership elements.
“Our challenge was to create a year-long integrated experiential campaign that built brand credibility and highlighted Renault’s passionate involvement in Formula One racing,” said Tyson Carr, creative director at Carrspace.
Using Renault’s mantra, Powered by Passion, and the enthusiasm of event visitors, the agency created the Renault Power by Passion Lab at the event.
“As we dug deeper into Renault’s history we discovered all of these fascinating technology and development stories. The Passion Lab became a way that we could bring this rich racing legacy to life in an interesting and interactive way,” Carr explained.
The installation included competitive and interactive displays such as ‘Heart Rate Racing’, which allowed up to 4 race goers to race their heart rates on a purpose built LED race track in the ceiling of the dome. Fans could also have a go at a virtual race experience with ‘Helmet Head’, in which a 25kg weighted helmet simulated the extreme G-force Formula One drivers experience whilst racing.
“Every time the Heart Rate Racing was on, the dome was bursting with fans, all cheering their friends on and watching the theatrics of the competitors trying to get their heart rates up!” said Carr.
A social media integrated Formula One online hub was created within the Renault site, with racing journalist, Richard Bailey, writing pre and post race reports. It will remain active throughout the 19 race season.
Combined with the off track and online activities, the campaign produced an increase in qualified leads of over 400%, when compared to 2013’s results.
