Renault Captures the Twist and Turns of Life in Arkana Hybrid Spot
In a completely saturated and relatively uniform SUV market, the new Renault Arkana stands out and does so with a unique personality. A brand-new versatile vehicle, available in micro hybrid and hybrid engines, and completes Renault's E-TECH hybrid and electric range.
Renault Arkana is hybrid in more ways than one: a sporty design and elegant, exceptional loading capacity and a full engine range. These qualities make this new SUV a real novelty in a market that has become somewhat conventional over the years.
From its engine, its design, Renault Arkana is a true chameleon. A unique mix between thermal and electric, between SUV and sportiness, between driving sensations and interior space, Renault Arkana is hybrid by nature.
To support this launch and to illustrate this versatility, Renault and Publicis Conseil devised a topical campaign, human and emotional.
We do not lead flat and linear lives, without waves or surprises, without detours or turns, our daily life is made up of changes, versatility, twists and the unexpected. We are multifaceted, our personality is made up of passions, feelings that are as different as they are contradictory, which is what allows us to live a life full of surprises and intensity. This campaign illustrates the fact that like New Renault Arkana, our audience is hybrid by nature.
The tone of this campaign is once again based on one of the brand's Proust madeleines; The legendary "Johnny and Mary" by Robert Palmer, revisited for the occasion by the Parisian group Eekoz in an energetic and modern version. The title is performed by French crooner singer Rover, whose highly anticipated new album Eiskeller was released on May 07. Music supervision has been entrusted to Start-Rec.
Laurent Aliphat, VP, Renault brand content creation: "For this launch we have imagined a resolutely human campaign with a film that should speak to everyone since it portrays our life in a very honest way, sometimes tempered, sometimes more passionate, but never linear. Thanks to its versatility, Arkana is perfectly suited to these multiple and changing lives. Its E-TECH hybrid version also allows the Renault brand to take a new step forward by completing our range of electric, hybrid and plug-in hybrid vehicles, suitable for all uses and all lives."
In addition to the TV film and associated assets, Renault has developed for the first time on this model, extensive video content encapsulated in a completely new 'R: System' graphic format.
Alexandra Ovigny, senior advertising manager: “For each step of the customer journey, we have developed content adapted to digital platforms - YouTube, Instagram, Facebook and LinkedIn, in particular for our target fleet - and always with the same graphic and musical consistency. For example, aspirational content to boost awareness of product benefits: R: creative. Or even more techno content for customers in the purchase consideration phase: R: techno. And finally, R: tutorials which help with the conversion and allow reassurance on the handling of the vehicle. In conclusion, R: System is the consistency of content at each point of contact and closer to customer expectations in a tone and style that boosts the image of our Brand. "
Already on air on French social networks, this campaign will be broadcast from May 30 to support the commercial launch of the hybrid E-tech version of the new Renault Arkana in Europe in 35 countries.
Advertiser managers: Arnaud Belloni, Laurent Aliphat, Hortense Isnard, Alexandra Ovigny, Xavier Hourdeau
President: Agathe Bousquet
President in charge of creation: Marco Venturelli
Creative directors: Marcelo Vergara, Gurvan Prioul
Artistic director: Raphaël Halin (film), Marin Ponsar (print), Emeric Pouzenc (btl)
Copywriter: Benjamin Sanial (film)
Renault Tv production director: Caroline Petruccelli
Producers Agency: Florent Villiers, Aurore Gay
Sales managers: Hugues Reboul, Gaëlle Morvan, Grégory Bigo
International PR contact: Julie Foulet
Director: Fredrik Bond
DOP: Joost Van Gelder
Production: HENRY / Jean-Luc Bergeron
Line Producer: Gaëlle Delaporte
Prod exe: Smile
Post Production: Prodigious / Raimbaut Gaffier & Vincent Bordier
Editor: Benjamin Weil / Frédéric Baudet
Calibrator: Sébastien Mingam
Sound: Start Rec / Alex Jaffray / Mathieu François / Valery Pellegrini
Photographer: Patrik Johall
Production: Prodigious and CREAM
Cream producer: Boris Briche
Cream production manager: Thomas Coudriet
Prod exe: SLSO
BTL CAPSULES production
DOP: Laurent Rodriguez
Line Producer: Fred Sobczak
Prod exe: SLSO
Postproduction: Prodigious / Raimbaud Gaffier
Editor: Frederic Baudet
Calibrator: Bertrand Duval
Category: Automotive , Cars