The campaign created by Publicis, will break later this month, with further digital, print and TV activity to follow once the challenge begins in June.
Renault says the campaign will “optimise marketing costs per model – production and media – while focusing investments on the media with the greatest impact.”
It will run across eight countries – France, United Kingdom, Germany, Spain, Italy, Belgium, Switzerland and the Netherlands. Consumers have until 14 May to submit an audition video online to be considered for a unique road trip. The chosen candidates will become the heroes of an online adventure, filmed across Europe that will appear on Renault TV.
Renault says the “Very Good Trip” contest is part of its new communications campaign ’Drive the Change,’ which aims to promote innovation and excitement around the brand through branded entertainment involving new 2010 models.
The initiative will also employ crowd-sourcing techniques on digital platforms including YouTube, Flickr, Facebook and Twitter.
Patrick Fourniol, Renault’s communication marketing director, says: “Renault embrace the freedom, fun and excitement of driving and through Very Good Trip we are offering others the opportunity to experience a lifetime of driving memories,” says.
“Through social media we can publicise these exciting new launches and promote the fun-loving, collaborative nature of the Renault brand.”