When Renault Italy developed an immersive, manga-inspired video series for its limited-edition Captur Tokyo car and promoted it with ads in Instagram Stories, it sold all 100 cars within 30 days.
An international brand with French roots, Renault is among the world’s best-known carmakers. Its vehicles—from sedans to SUVs—are sold in nearly 130 countries.
lift in campaign awareness
lift in ad recall
sold within 24 hours
cars sold within 30 days
Renault Italy operates in a competitive market that is crowded by Italian automakers. It sought to build excitement for its new car launch and boost sales with an engaging Instagram video campaign.
Renault developed its limited-edition Tokyo Captur with a young, digitally savvy audience in mind. Aware that this target group is less interested in automotive advertising, it sought to disrupt the category’s traditional approach to storytelling and selling.
Working with Publicis Italy and Facebook Creative Shop, Renault created an anime-style campaign that took the audience on a journey through a fictionalised version of Tokyo at night. In the initial brand awareness phase, people viewed a manga-style ad in Stories that took them to a landing page where they could watch more of the story or discover more about the car and its features.
In the second phase, people who had viewed the first ad were shown a video ad inviting them to send a message to Renault’s bot for Messenger, which took on the persona of a “mysterious” man. People could ask the bot a series of simple questions—about the car’s design and its functionality, for instance. Specific prompts and links highlighted key features and people were given the option to pre-order the car directly through Messenger.
Since the campaign had a strong visual language, Instagram was the perfect place to drive both awareness and sales. Three cars sold within the first 24 hours, and the remaining 97 cars sold out within 30 days. Between October 10–November 4, 2018, the campaign achieved:
12-point lift in campaign awareness
9-point lift in ad recall
3 cars sold within 24 hours
all 100 cars sold within 30 days