The promotional formula of receiving a car key at home or picking one up at the dealership and, if the car starts up it’s theirs (with about 7 customers winning per OPA edition), provided a radical paradigm shift in the industry, whose promotions well conservative and well-trodden.
From 2017 on, regional digital actions and super segmentation were implemented, which – combined with conventional mediums – enabled two annual actions with record sales and visits to RENAULT’s dealership network throughout the country.
The model adopted with online/offline channels and a better defined segmentation resulted in greater optimization of media investments, and becoming a benchmark for all of Latin America. Subsequently, it was also exported to the main European markets, where this promotion model is being replicated to this day.