Renault Twizy: 100% Electric With David Guetta
Last week we joined the press introduction of the Renault Twizy at Sluiz Ibiza. The 100% electric car is promoted by 2 very special ambassadors: the world’s best DJ David Guetta and his powerhouse wife Cathy Guetta.
In this article CMOs will find inspiration on how to engage gen-y audiences at a product launch in a very entertaining way.
Are you ready to get in the driver’s seat…?
The Twizy is 100% electric. And so is David Guetta. The Twizy targets love electric music. Both David and Cathy are not credible, but incredible in this scene.
Cathy Guetta, is the woman behind famous Ibiza parties and the label F*** me I’m Famous. David Guetta is the emperor of the Pacha Ibiza, every Thursday night during steamy summer nights.
Cathy and David Guetta are the Renault Twizy ambassadors, and play a premium role in this exceptional communication campaign around the Twizy called; “Plug into the positive energy”.
So for the ambassador and passion matchmaking, I do have to give Renault two thumbs up.
ViralBlog’s Igor Beuker taking the Twizy for a spin.
But, there is more positive to share about Renault, Twizy and the Guettas, which is taking “campaigns” to the next level: a 360 experience program.
Renault contracted the Guettas for a one-year global partnership to ignite the positive energy movement in motion.
As part of the partnership, David Guetta will launch an edit of the song Alphabeat from his latest album Nothing But the Beat.
The next step in this program was a David Guetta video entitled “Alphabeat – Plug into the positive energy” directed by So Me, who has already created videos for Justice and Kanye West.
This film will include a version developed exclusively in interactive format via Facebook Connect. The Alphabeat video made its world debut at a private soirée at L’Atelier Renault on the Champs-Elysées in Paris on March 27.
“Twizy represents innovation and technology and it’s fantastic to be play a part in a futurelooking project,” said David Guetta.
“We are delighted to be a part of the electric revolution, especially with a car as cool, cute, fresh and easy to use as Twizy,” says Cathy Guetta. “It would be really amazing if electric cars were everywhere tomorrow!”
With nearly 30 million Facebook friends, worldwide sales of several million albums, nearly one billion videos watched on YouTube and 3.7 million Twitter followers, David Guetta is also the most downloaded artist on musical platforms in Europe.
The French DJ topped the 2011 Top 100 DJs rankings published by DJ Mag and received two Grammy Awards. Cathy Guetta, an artistic director, organizes world-famous evenings that have already attracted several million clubbers around the globe.
Renault had covered the whole of Ibiza with Twizy and Guetta; from the airport entry to every popular beach club, bar or outdoor location. It was not a banner at the event, it was a 360 deep-dive.
The Twizy Guetta Ibiza airport take-over
My key take-outs for CMOs are:
-Engage your gen-y audience with relevant entertainment.
-Matchmaking is crucial when it comes to finding the right ambassadors. Map them on matching passion.
-Look at the ambassadors interest and social graph! David Guetta: 30 million Facebook fans!
-Embed the product and its “plugger AKA ambassador” at the epic center of your campaign.
-Be remarkable and make it a 360 experience to earn the maximum buzz, SoV and media attention.
-Invite influential bloggers and journalists to the introduction. Share the experience and soul story.
See the Twizy website here.
What About You?
Last, I would love to hear year feedback on this Renault experience. And to discover other gen-y campaigns you loved. Please share them with a link in the comments below.
More trends and entertainment? Follow Igor Beuker on Twitter for more insights…