Client Success Story: Renault raises visibility among new users with highly effective campaigns

About the client

The Renault Group is a French multinational vehicle manufacturer established in 1899. Renault is responsible for producing iconic vehicles like the Renault 5 and Renault Caravelle, as well as modern hits like the Renault Clio. The brand is now a leader in electric vehicles, a pioneer of the circular economy, and has pledged to be carbon neutral by 2050.

What they say about us

Using the full RTB House formats in an integrated way with both prospecting and remarketing strategies has allowed us to take advantage of the high efficient KPI’s such as VCR and Viewability of those formats and optimize even more our digital campaigns.

David Anes & Vanessa Gil (OMG Senior Account & OMD Account Executive)

RTB House used innovative Display and Video banners to showcase what makes the Renault brand so unique. We reached different audiences with relevant ads for the right models from our range, adding a level of personalization to online ads.

Ricardo Nobre (Digital Manager Groupe Renault Portugal)

The challenge

The automobile industry landscape has become increasingly competitive, and a shift online created an opportunity for brands like Renault to reach new customers. OMD Worldwide created a plan for an ambitious awareness campaign to reach a wider range of new users who might be interested in Renault vehicles.

The goal of the campaign was to encourage users to view the new product ads, with a secondary goal to encourage site visits. This would involve using complex datasets to identify high-potential users, and high-quality creatives to help convert potential customers. To help successfully execute the campaign, OMD turned to RTB House.

The solution

RTB House and OMD ran two campaigns:

• A Renault Captur campaign targeting consumer audiences
• A Renault Kangoo campaign targeting businesses

RTB House utilized a combination of Display and Video ads, using only pre-roll in-stream placements in order to optimize ad spend.

These creatives were delivered using two tools:

• Contextual targeting, powered by ContextAI, focused on websites with auto-related content
• DIGISEG helped us reach third-party audiences of small to medium business owners and fleet managers for the Kangoo campaign

The result

Both campaigns proved to be a success and RTB House was able to achieve results above and beyond all the client’s expectations.

Clever targeting allowed RTB House to achieve 87.67% ad viewability, far exceeding the campaign goal. This targeting, when combined with compelling dynamic creatives, resulted in a Video Completion Rate (VCR) of 74.05%.