Knight Rider inspires Renault Trafic launch
When Renault asked us to create a digital campaign to launch the New Renault Trafic globally, we were happy to take on the challenge.
We decided to take a disruptive approach to create global conversation around the new model, showing off its USPs in a truly creative way, with an unusual source of inspiration – a legendary 80’s American TV show.
As you may have read in MediaPost or Campaign, #TraficRider is a homage to TV classic Knight Rider. It heroes the Trafic’s target audience, tradesmen, our ‘everyday heroes’.
We created the character Michael Craftsman to team up with his version of KITT, a Renault Trafic, with the promise that their partnership would be a “success booster” for the tradesman.
We managed the launch across 15 markets, including the UK, France and Germany, creating a brand content and social media kit for each one.
This included video teasers, web banners, a microsite, backstage photos and animated gifs, to extend the experience and help different markets create conversations on local channels and with influencers.
A big thanks to Renault, for allowing us to take such a creative approach. And a big thanks to everyone for welcoming Michael Craftsman enthusiastically; people love the video, and we’ve hit 1 million views on YouTube already, just two days after launch!
Really Cool Video! Renault Trafic in… #TraficRider: http://t.co/qf3yc7Pkmw via @YouTube
— Thomas Mouquot (@ThomasMouquot) September 2, 2014
Watch the adventures of the modern day hero #TraficRider http://t.co/tiFb9skdIU love it @wearesocialfr @wearesocial
— The Operators (@The_Operators) September 3, 2014
You can get up to speed with all the latest adventures on the #TraficRider website, or follow them on Renault’s Facebook page.