The First Car Catalogue made by kids for kids
Renault
Issue 43 | June 2017
Agency
Proximity Madrid
Creative Team
Executive Creative Director Susana Pérez Creative Director Pilar de Giles Creative Supervisors Francisco Cuadrado, Raul Somaza Art Directors Cristina Luna, Jose Luis Diez, Carlos Ruano Copy Fernando Esteban
Production Team
Production Manager Gemma Selga
Other Credits
Other All the kids who made this catalogue
Date
January 2017
Background
Society has changed a lot in the last 20 years. Families behave in completely different ways and when parents make decisions there is much more participation involved, the kids getting involved.
Renault realised that they could not target adults alone, they needed to include children because they contributed to the purchase decision too.
Idea
The new Renault was a family car so the idea was to offer different members of the family their own brochures. One for grown-ups made by grown-ups, one for kids made by kids.
The children’s version was designed through a series of workshops in which ten kids got to experience the new car and were asked to explain its features in their own words and style. They created all the copy and all the images.
In this version of the brochure, fluorescent inks lit up the roads at night, there was an incredible pop-up of the sort of landscapes the car could cruise through and plenty of stickers. There were hidden toys to discover, a recipe for biscuits and a page on which the readers could draw their own Renault Scénics.
The brochure was mailed out to prospects and could be ordered online as well.
Results
The ongoing campaign has been a great success, with some 120,000 brochures mailed to date, leading to:
- 37,836 users
- 42,846 sessions on site
- 61,493 total interactions
Our Thoughts
There is a real insight here. Mums and Dads do consult their kids before making purchase decisions, in a way they didn’t when I was a nipper. But quite apart from that, the kids’ brochure is a timely reminder to the car-buyer that much as they might love something a little sportier, a bit more elegant, right now in their lives they need something a lot more practical.
Not just charming, it’s a more convincing description of the car than the standard version.