⁞ FLUENCE / See yourself in a new light/ 04.01.2010/Sofia/Bulgaria
This campaign was unique for Bulgaria. It combines guerilla marketing strategy and web 2.0 popularization. The campaign gained the popularity of Fluence on one hand and built an image of Renault as a modern and innovative brand on the other. GUERILLA AND WEB 2.0 ⁞ FLUENCE / VIRAL CAMPAIGN /CAMPAIGN OVERVIEW
TARGET GROUP Drivers, working, active people, average salary + GOAL popularization of Renault Fluence = TRAFFIC LIGHTS The natural location ⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT
… you feel like communicating. 1 MINUTE Drivers spend at least 1 minute on every traffic light on the way to their destination. 1 minute for the advertisers is at least 2 TV spots. 1 minute in a traffic jam – 1 minute of wasted time. Bored? Looking around? RIGHT BEFORE THE 2 nd COFFEE WHAT WILL YOU DISCUSS? Today it won’t be the traffic jam. ⁞ FLUENCE / VIRAL CAMPAIGN / CREATIVE CONCEPT
The communication methods used in the campaign aim generating “Word of mouth” effect. Both activities – offline and online – are combination of conventional and not conventional advertising methods, designed to provoke interest in Fluence. OFFLINE: WORD OF MOUTH ⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE
3 days of street action – 23/24/25.11.2009 10 locations in Sofia 2 mirrors seen by more then 5000 people 6 promoters 1000 flyers 1 official video clip 100 photos ⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE
The shot material was uploaded online. The communication of the campaign was spread via preliminary prepared profiles and channels. ONLINE: VIRAL ⁞ FLUENCE / VIRAL CAMPAIGN/OFFLINE
15 profiles in a different networks 5 video channels 4 posts in svejo.net 17 posts in twitter.com 11 external posts Communication / online: ⁞ FLUENCE / VIRAL CAMPAIGN
⁞ THANK YOU FOR YOUR ATTENTION! ⁞ FLUENCE / VIRAL CAMPAIGN
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