Following a 2022 tie-up that saw Renault become the new premium partner of Roland-Garros, the French car company kicked-off its 2023 tournament activation in Mid-May with the launch of a French Open connected logo and a flagship film building excitement ahead of ‘The Best Season Of The Year’.
Working with creative agency Publicis Conseil, the marketing burst spans TV, digital, and social, as well as OOH and on-site strands and it seeks to bring to life a brief to establish and strengthen the partnership between the automotive manufacture and the tennis open and to achieve their common ambition ‘to make France shine in the world’.
The activation began with the reveal of a tournament-linked logo superimposed on the net, the famous red clay and between court lines at Roland-Garros.
This was followed with the release of a film titled ‘The Best Season of the Year’ which positions Roland-Garros as one of the major moments in world sports: a much-anticipated and awaited event which turns the eyes of the world to France, to Paris and to La Porte d’Auteuil. And which also positions Renault as the brand to transport fans ‘to the euphoria of a magical moment, one almost as magical as Christmas’.
Indeed, the dreamlike video sees red flakes of clay fall from the sky like snow and cover city streets all around the world; from Europe and Asia, through the Americas and Africa, the spot sees amateur and professional players and fans around the planet celebrate the arrival of the Roland-Garros season by playing tennis in the street, on rooftops, in the forest and in gardens all covered in clay.
A team of Renault player ambassadors also join in the celebration: including Diede de Groot, Felix Auger-Aliassime and Lucas Van Assche.
Set to ‘It’s the Most Wonderful Time of the Year’, the creative seeks to capture and reflect the anticipation, excitement and joy ahead of the start of Roland-Garros.
The film, titled ‘Renault Ouvre La Plus Belle Saison De L’année / Renault Opens The Best Season Of The Year’, dropped on 15 May across broadcast on TV, digital and social media and will run before and during the tournament.
An additional activation phase sees Renault support artists to interpret the brand emblem in partnership with Roland-Garros as they see fit and then will showcase these images and visuals as art at the Auteuil Metro Station in Paris during the tournament whilst also amplifying them on social media.
The film was created by Publicis Conseil, produced by Iconoclast with Director Nico Perez Veiga and serviced by Primo Content
Comment
Christmas is the crucial period for so many marketers and this campaign sees Renault seek to generate the Christmas spirt in May to leverage its new flagship French sports sponsorship.
The agency describes the creative as being refreshing and bringing to life the real and relatable feeling of thrill and anticipation. We will let you be the judge of that.
With the country hosting the 2023 Rugby World Cup and the 2024 Olympic Games France is under the global sporting spotlight and Renault is building a track record of sports activations promoting modern France to the rest of the world. For example, another recent example was its 2022 Fédération Française de Rugby (FFR) ‘The Reinvention’ campaign.
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