Drugi jezik na kojem je dostupan ovaj članak: Bosnian
After Renault introduced the new Scenic, the task of Grey Ljubljana was to support the launch with a strong regional BTL activation, positioning the model with the message “multi space for multi stories”, simultaneously attaining purchase intention.
Target audiences were millennial fathers in Slovenia, Croatia and Serbia and the message focused on what is common to all of them: the lack of time to spend with their children, due to the painstaking balancing of business and family lives.
Launching The Tribe Ride, a test ride available only to fathers who take their kids along, gave them the opportunity to spend more time together. What was the additional catch? All moms had to stay at home and enjoy a relaxing day in the SPA, at the expense of Renault. The creative strategy took both moms and dads into account, but created completely different user experiences, enabling a 360 degree approach to users and potential buyers of Scenic.
Questions about the campaign were answered by Katja Petrin Dornik, Creative Director of Grey Ljubljana.
How we came up with the idea… In the words of the ingenious Dave Trott: “The brief was always supposed to be a springboard for great work. Not a straitjacket.” If ever those words were true, they were true when we got our client’s brief. It was concise and to the point: boost awareness and strengthen the position of Renault Scenic in Slovenia, Croatia and Serbia, prove its slogan “Multi space for Multi stories”, with the young fathers as the primary target group. So, it got us thinking, what do the fathers in Slovenia, Croatia and Serbia have in common? First: they love their kids. Second: times are tough, so they constantly have to struggle to balance family and work – more often than not in favour of the latter. Third: they wish they could spend more time with their little ones. So, the Tribe Ride was born!
Our guiding thought was… Relevance. And honesty. At all points. We had to be relevant for the fathers – understanding their authentic wish to spend more quality time with their kids. We had to understand the little ones – that’s why the Tribe Rides didn’t take them and their fathers just around the corner, but to proper trips, to places of their wildest imagination. And last but not least – we had to show true understanding of the moms and their wish their partners would spend more alone time with their kids. So, we intentionally didn’t exclude them, but rather paid tribute to them by giving them a well-deserved day in a spa, once the father packed his tribe and headed off to an adventure.
During the realization the biggest challenge we faced was… The Tribe Ride was of course an organisational challenge. To orchestrate an effective and relevant BTL activation in three countries was no small task. But honestly? We wished the whole time we could have sent off even more fathers to the Tribe Ride. The interest was massive, bigger than we could have ever imagined. Making the selection was tough.
The biggest contribution of this campaign is… Reminding all of us what really counts in life. I think we sent out the right message: no time for postponing things in life, you just have to go out there and do it. The kids are this young only now. Also, from a purely advertising point of view: none of the smiles had to be shot twice, they were all genuine. We created a documentary of the Tribe Rides. That was also a part of the gamble, but it paidd off.
And it is special because… It is not fake. We understand times are tough for the fathers, chasing that eternal balance between family and work… But we have turned it around into something positive. A soulvertising of a sort.
When it comes to our project, we are most proud of… The authentic feedback. The impact. Our campaign has reached more than 70% of the millennial dads in all three countries, we have achieved over 1.200.000 video views, and more than 3.000 dads applied to one of the exclusive 27 tribe rides. But it’s not just about the numbers. We truly feel we have managed to be relevant. These things can’t be faked and they always – not just excite you – but also make you feel humble.
If we were to go from scratch now… We would send off the tribes to a ride around the World. Why not, it’ only 40.000 kilometres round the Equator:)
Throughout the process we learned… One of the more important things we learned in the process is the pivotal importance of good definition of the user’s journey and the massive importance of mobile-first approach. We gathered plenty of useful insights in different user behaviours in all targeted countries.
What you certainly didn’t know… We must admit the response of the moms took us by surprise. Who are we kidding, it blew us away. In two countries, 50% of the dads were registered by their partners, their wives. Now that’s impressive. We must have really hit the spot!
In addition to the lion, what you also brought from BalCannes… More than one thing. A sweet memory of the moment the audience burst into laughter, realising the moms were so “very enthusiastic” about the idea on behalf of their partners. A sweet memory of the Nipple People concert. And the hunting instinct to catch more lions on the next BalCannes – lions best feel in packs, don’t they.
See the case video below: