Renault celebrated the 25th birthday of its Renault Clio last week with an experiential activation at London’s Kings Cross St Pancras station, departure point for the Eurostar service to Paris, featuring one of the cars in a gilded birdcage

Standing at 25ft high, the Moulin Rouge-style bird cage was covered with Parisian-style ‘love locks’ – padlocks with romantic messages written on. Visitors were able to unlock them to uncover incredible prizes to release their Va Va Voom (in homage to the brand’s advertising campaign), including Paris getaways, Michelin star meals and French beauty treatments.

The installation was in place for three days at the end of April.

In celebration of the Clio’s anniversary, passers-by will be given the opportunity to unlock their Va Va Voom with 25 of the locks revealing amazing prizes including a star prize of a Va Va Voom trip for two to Paris, the brand’s home city, including three nights at a top boutique hotel plus first-class French cuisine and cocktails at the city’s trendiest restaurants and bars. Other prizes included a day of beauty treatments at a leading French spa in the UK plus a style revamp from a top French clothing brand, a meal for two at Galvin at Windows, macarons from luxury Parisian tearoom Ladurée and L’Occitane beauty product vouchers.

People were also encouraged to add their own Parisian inspired locks to the sea of padlocks. The public was encouraged to take snaps of the installation and share it across their social channels with the official hashtag, #Clio25.

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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.

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The Color Run Presented by Skittles UK event series, which will be taking place in five cities throughout the UK this summer, has announced that Renault, Capri-Sun and Alpen will join its sponsorship roster for 2016, offering the three new partners opportunities to sample their products.

Color Run founder, Travis Snyder, was inspired by the Indian Holi Festival, where participants are covered in coloured dyestuff, and decided to combine the idea with a 5 kilometre running experience. From the first event in the Unites States in January 2012, The Color Run has spread across the globe.

Participants begin the run wearing The Color Run white t-shirt, which is then targeted with dyes at various colour stations located throughout the course. There are no stopwatches involved in the event – which is organised by sports management company IMG – meaning participants can walk, jog, dance and party their way along the colourful course at any pace. With hundreds of events taking place across the globe, the series continues to grow, capturing the imagination of thousands of participants with its happy and colourful philosophy.

Renault UK, Capri-Sun and Alpen join Skittles (the title sponsor), the NSPCC (charity partner), Capital FM (radio partner) and Metro (media partner) for the UK events.

As the Official Automotive Partner of The Color Run Presented by Skittles, Renault will be bringing a fleet of Renault Twingo superminis to the events As the Official Drink Partner, Capri-Sun will be handing out samples at each event throughout the summer as part of its ‘Squeeze the Day’ campaign. Finally, Alpen, as Official Cereal Partner, will help runners start their day feeling healthy and active with samples of its new oat based granolas.

The Color Run Presented by Skittles 2016 UK Tour location line-up is as follows:

• Sunday 12th June 2016                                  London, Wembley
• Saturday 2nd July 2016                                  Manchester
• Sunday 17th July 2016                                    Glasgow
• Saturday 20th August 2016                          Birmingham
• Saturday 17th September 2016                  Brighton

The colour used at the events is made from food grade cornstarch. It is 100% natural and causes no harm to skin or the environment. The powder used in its events has been tested for flammability and successfully passed the required EU standards.

Headline sponsor Skittles is manufactured by Wrigley, a subsidiary of Mars. IMG is a global leader in sports, events, media and fashion representing and managing some of the world’s best-known sports figures and fashion icons. It also stages thousands of live events and branded entertainment experiences annually.

Capri-Sun is a Coca-Cola brand, while Alpen is owned by Weetabix.

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