To get people talking about the new Renault ZE Electric range an multiply pre-reservations, we surprised readers of famous newspapers by recreating in detail some of the headlines from times gone by.

Challenge:
How to get people talking about the new Renault ZE electric range. to tleinonstrate that it is taking cars into at new era and multiply pre-reservation.

Solution:
We decided to surprise readers of influential newspapers by recreating in detail some of the headlines from times gone by. Readers buying their Herald Tribune, Financial Times or Newsweek find themselves taken back to 80 years ago, as if they were no longer living in their own era. When they turned the page, they read: “Don’t be the last to change with the times” and discover the new Renault ZE electric range.

Results:
576,000 visitors have been on the Renault-zc.com website in one month, in other wonls as many as during the previous 9 months combined. The number of vehicle pre-reservations has doubled. Renault has reinforced its image as a pioneer of electric cars for everybody.

Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Art Director: Philippe Boucheron
Copywriter: Patrice Lucet
Assistant art director: Antoine Dezes-Richard
Published: October 2010