Renault Scenic – Mambo
Agency name: Arc Belgium & Publicis Belgium Client name: Renault Category: Integrated communication Country: Belgium
BACKGROUND
The automotive market in Belgium is ultra-competitive. The media landscape is saturated. Renault's market share needs to be consolidated. Competitors are going to be launching new models shortly (the Citroën C4 Picasso, amongst others).
The new Scenic is coming to Belgium in September 2006.
We received a TV commercial from France, featuring a baby elephant in the new Scenic III.
The key questions were:
How to enliven the heart of this campaign?
How to capture...