Renault last week unleashed a fleet of 70 Renault Twingos throughout central London so the capital’s public could test drive or test ride for free, to raise awareness and engagement with the A-Segment super mini.
Renault is trying to position the Twingo as a fun city car, along the lines of the very similar Smart ForFour. It teamed up with Hertz to put 70 Twingos on the streets in five locations across London – Hertz’s Marble Arch branch on the Edgware Road, Westfield (in Stratford and White City), ExCel and Battersea Park – from Wednesday 20th April to Friday 22nd April for free test drives and rides.
The cars drove throughout London in groups of 10 via iconic landmarks and hotspots to attract test drives and engagement with the brand. Anyone who took a trip in a Twingo on Wednesday April 20th was entered into a draw to win tickets to a ‘Secret’ Spotify Gig in London on Thursday, headlined by Katy B, with a Twingo and chauffeur to take them there. Consumers unable to take advantage of a free ride in a Twingo were also able to enter the draw by uploading their details to a website.
James Boyer, Marketing Director at Groupe Renault UK & Ireland, said: “Twingo is the ultimate city car – trendy chic, fun as well as incredibly practical, so what better way to show it off to Londoners than with the most creative city test drive ever, one that comes to you, and that can even get you access to a unique concert that is sure to be a fantastic night.”
The marketing campaign was put together for Renault by Manning Gottlieb OMD, Hertz and experiential agency Fusion Events.
The campaign was supported by digital and print marketing including Renault’s own channels as well as a partnership with Spotify and Time Inc. Bloggers Roxy and Hannah Leigh will also be producing bespoke content as part of the editorial outreach.
It is the first time Renault has used live brand experience in the way to offer test drives and trips to consumers. The company now plans to use more live experiences to connect with potential purchasers and opinion formers.