CASE STUDY: Renault iPad App Creates Maximum Creative Impact
Provided by Future Publishing Ltd
Future created a media first for Renault to promote its new electric car range to an influential audience of T3 readers.
What was the Challenge / Background of the Campaign?
Renault wanted to use an exciting and creative approach to promote its electric car range among an influential, early adopting audience. The T3 iPad edition was the top grossing iPad app in the UK in 2011. With an upmarket, tech savvy audience and an innovative engaging product, this was the perfect platform for Renault to use.
What was the Campaign Objective?
Build awareness amongst an influential and savvy target audience
What was the Solution?
By accessing a new and impactful audience, Future created a media first for Renault -a video cover wrap iPad ad. The campaign allowed users to fully interact with the brand through video, touchpoints and links to the website, bringing the range to life. The cover wrap featured a fully interactive video advert branded with the T3 logo and appeared immediately before the front and directly after the back cover pages of interactive T3 iPad edition. Links in the ad took users directly to the Renault website for more information about the products.
What were the Results?
The campaign engaged and excited the T3 audience. The campaign created real standout and cut-through showcasing Renault's electric car range, in the UK's top-selling iPad magazine. During the campaign 4000 users tapped the website link to find out more information. For the display and format the CTR was 5%, levels of engagement for both were way above digital norms. there were 11,800 unique views of the cover-wrap video and each user viewed 3 times each on average with a 4 minute dwell time.
What were the Key Learnings of this Campaign?
The iPad is an innovative and engaging medium, reaching an early adopter audience - making it a perfect fit for likely electric vehicle buyers. Creating the first video cover wrap is a real coup for us, adding an additional layer of standout and highlighting the strengths of tablets as a communications platform... an integrated print and iPad package, ensured we reached all of T3's reader base with details of Renault's exciting Z.E electric vehicle range." PHIL YORK, MARKETING DIRECTOR, RENAULT UK.