Change is always going to illicit some push back, especially when that change comes at a price. When prices go up, it can be both annoying and frustrating.
Assistant Editor, BITE
Created by Publicis London, the out-of-home executions feature tweets from motorists who have become foul-mouthed with rage over the new system, in which vehicles that do not meet stringent emissions standards must pay a £12.50 charge to drive in central London.
Change is always going to illicit some push back, especially when that change comes at a price. When prices go up, it can be both annoying and frustrating. And so, many people take to their favourite sounding board for grievances, Twitter, to vent about their situation.
Renault worked with Publicis to hijack these tweets of irritation, specifically around the new charges introduced as part of the Ultra-Low Emissions Zone in London. The new zone is an initiative designed to improve air quality by charging a daily fee to those drivers whose vehicles do not meet the required standards.
The campaign, created to promote Renault’s all-electric Zoe model, sees expletive ridden tweets blown up and pasted across OOH sites around London. The brand’s aim is to ‘clear the air’ on Twitter much like the new emissions zone is designed to do for the city. An image of the new Renault Zoe is pasted over the expletive to ‘clean’ the comment up.
By making the campaign about both the product and a greater purpose, Renault capture their consumers’ attention and remind them to ‘Keep It Clean’ in both their on and offline behaviour.