Publicis•Poke’s latest work for Renault UK, ‘The Massive Range’, is a supersized range of petrol station essentials designed to last as long as the all new Renault Austral E-Tech full hybrid between stops. The work is built on the insight that drivers of Austral won’t be stopping at the petrol station as often as they used to, thanks to the intelligent E-Tech full hybrid powertrain that gives Austral a massive range of up to 683 miles.
The Massive Range will go live across social, with each static execution breaking out of the frame of the social post due to their massive size.
The CGI products have been created in partnership with CGI hot house Future Deluxe, and reimagined reflecting Renault’s premium branding and aesthetic, echoing the premium design, connectivity and performance of the all new Renault Austral’s E-Tech full hybrid technology.
Publicis•Poke developed the creative concept and crafted the executions for the ‘Massive Range’, then worked with MSL to optimise the campaign asset for social formats.
As well as adapting the CGI animations into premium, social-first assets for Renault UK’s own platforms, MSL UK has developed an influencer marketing campaign and owned social roll-out plan to promote the Austral’s Massive Range.
As part of the influencer marketing campaign, MSL brought stop-motion superstar Dominique Davis, parenting influencers Kate Murnane and Katie Ellison and interior designer Dan Lovatt on board to showcase Renault’s massive range. Four films created by the influencers and shared on their own channels will show them set off on an epic journey, bringing audiences along for the ride with a giant sized tin of sweets to last the journey – all 683 miles worth.
CAMPAIGN TITLE: Massive Range
CLIENT: Renault UK
ADVERTISING AGENCY: Publicis•Poke
EXECUTIVE CREATIVE DIRECTOR: Dave Monk
CREATIVE DIRECTOR: Rob Butcher
SENIOR CREATIVE TEAM: Matt Comras
SENIOR CREATIVE TEAM: Andy Thirsk
DESIGNER: Oskah Manchip
PLANNER: Gareth Evans
BUSINESS LEAD: Matt Rene
ACCOUNT DIRECTOR: James McGrath
AGENCY PRODUCER: Colin Hickson
MEDIA BUYING AGENCY: MG OMD
PRODUCTION COMPANY: Future Duluxe
SOCIAL AGENCY: MSL
ACCOUNT TEAM: Lornette Harley, Lily Bedwell, Rob Boella, Hedvig Algotsson, Grace Watson
EXECUTIVE CREATIVE DIRECTOR: Michael Dowell
MOTION DESIGNER: Lewis Son
DESIGNER: Hasan Lokhat