ICMA 2025 - Renault & Bright x PXR x OMD: 15 jaar elektrisch rijden: En Door!

Influencer & Content Marketing Awards 2025

Naam Case: Renault & Bright x PXR x OMD: 15 jaar elektrisch rijden: En Door! | Inzender: OMD | Categorie: B2C Content Marketing

Kunnen jullie OMD introduceren?

OMD is a leading global media communications agency, part of the Omnicom Group. Renowned for data-driven strategies, OMD excels in media planning, buying, and digital marketing to maximize brand impact. Their innovative approach integrates consumer insights and technology, delivering compelling campaigns across diverse platforms. With a commitment to measurable results and creative excellence, OMD partners with top-tier clients worldwide, driving growth and engagement through tailored media solutions. They emphasize collaboration, innovation, and strategic thinking to stay ahead in the fast-evolving media landscape.

CREATE is the branded content label at OmnicomMedia Group. This initiative focuses on enhancing influencer marketing and branded content solutions, helping us better serve our clients in these key areas. CREATE aims to leverage OMG's expertise to deliver tailored and effective strategies.

PXR is an independent Dutch media company with a broad portfolio of brands, such as Bright, Men’s Health, Voetbal International and Women’s Health. We combine publishing, media sales, and web development to create platforms and stories that resonate. We believe in genuine relationships with target audiences: from sports fans to young parents and from enthusiasts to hobbyists. With true passion, we work on stories and connections that matter.

Wie was de opdrachtgever?

Renault Netherlands partners with OMD NL for strategic media planning and buying, leveraging data-driven insights to enhance brand visibility and drive customer engagement. OMD NL crafts targeted campaigns that effectively connect Renault’s innovative automotive products with Dutch consumers, boosting market presence and sales performance.

De briefing en de doelstellingen

With a strong competitive automotive market and a consumer hesitant tendency OMD assisted Renault in steering towards a more outstanding way of advertising. By collaborating with CREATE and PXR (Bright), a branded content campaign has been established that explains the current status of the EV-market with Renault leading the way.

Besides the above given tendency living in society, and more specified within Renault’s target audience.

The goal of this branded content campaign was to improve both brand perception and the EV-adoption of the consumer. With the partnership between Renault and Bright as the core of this campaign, the hesitant consumer was provided with a clear explanation about all important EV topics. Collaborating with Bright, a hugely trusted domain when it comes to innovative technical topics, would be received in a trusted way.

Through Annalect, our data-driven marketing partner, an adtractive study was initiated. Within this study the sponsor fit and several brand lifts were measured. Same for the Brand Metrics study which PXR implemented into the campaign.

The goal of the adtractive study was to improve the brand recognition and -perception of the Bright/Renault audience, which we can conclude was quite successful. Mainly among the Bright audience we saw a big uplift in brand perception towards electric driving in general, with high improvements on statements like attitude towards driving electric (9% uplift), fit (13% uplift) and expectation towards driving electric (14% uplift).

Furthermore, the recognition of the Bright content showed an uplift in results compared to general campaign content. As shown in the Adtractive research the short format videos performed 20% higher on campaign recognition, the long videos had a 17% better recognition, and the articles had a 10% better recognition.

Overall, a very successful campaign with nice uplifts in recognition and brand perception.

Inzichten en strategie

While demand for electric vehicles is rising, economic factors remain key drivers of consumer behavior. As technology advances and prices fall, more consumers are likely to adopt EVs, accelerating the transition to a more sustainable market.

Given that consumers currently hold a conservative stance toward the EV market, the Bright partnership established a clear strategy in both content and execution.

The content partnership, 15 jaar elektrisch rijden: En Door, contained five episodes. Each week a new episode addressed topics that strongly resonated with the Bright audience and with Renault’s target audience. In addition to each episode’s core topic, the Bright host addressed a common EV myth. This approach debunked misconceptions and helped reassure consumers. The combination of informative content and trusted Bright hosts aimed to improve consumer perception of EVs and strengthen Renault’s brand image.

Media activation focused on two streams: distribution of teasers for the weekly episodes and amplification of Renault’s regular brand assets. The content partnership was further supported by additional media activity to maximize campaign impact.

Together with Annalect, our research department, we conduct a yearly brand measurement study among the Dutch consumer about the Brand perception towards Renault. The results showed a significant uplift among the target audience, with a 12% increase for the statement “Renault is an innovative brand” and a 9% increase in “Renault is leading the EV market.”

These findings highlight a strong alignment with the Bright platform, which is known for its in-depth analyses and insights into innovative products. This made it a perfect fit for Renault’s award-winning EV models. Through this video series, we were able to further inform both the Bright audience and the broader public about the unique selling points of these innovative and award-winning vehicles.

De case

The primary objective for Renault was to highlight the EV-range models in order to improve awareness, brand perception and accelerate EV adoption among consumers. In order to achieve this, we set up a multi-model campaign with Renault's most prominent EV-models (R4, R5, Megane and Scenic). Within this campaign we set up a front-loading strategy with bursts for longer visibility and reach a broader audience. To further enhance this EV-range campaign we partnered with Bright, a platform for technology, innovation, and design. A perfect fit to showcase the EV-range models and their key USPs.

The creative concept centered on a five-part video series, published on YouTube and Bright, with each video focusing on a specific EV topic illustrated by one or more Renault EV models. The series included:

• Goedkope versus dure EV – EV-Range
• Hoeveel veiliger zijn auto's nu versus 25 jaar geleden? - Renault 5
• Hoe Utrecht de Renault 5 inzet als deelauto én buurtbatterij – Utrecht Energized
• Made in Europe – Renault Scenic
• Hoe wordt een moderne EV gebouwd? EV-Range

To amplify the video series and make the campaign 360°, we reinforced the content across multiple channels. Bright frequently sees EV myths in their comments that are simply incorrect; Rutger (the Bright presenter) debunked these myths in the videos, and each myth was followed up with an article. Those articles referenced Renault and included the corresponding video.

In addition to the articles, the long-form videos were promoted via teasers across multiple disciplines. Bright deployed branded shorts on YouTube, Meta and TikTok, and also ran teasers on Meta and TikTok. From OMD, teasers were boosted via YouTube Shorts, Meta, TikTok, LinkedIn and DOOH. All teasers provided a sneak peek of the long-form videos and drove traffic to the dedicated Renault content hub on Bright.nl.

The results speak for themselves: all articles performed above Bright’s average for article reads, and multiple videos ranked in the platform’s top 10 most watched. The Brand Metrics Study among the Bright audience shows great results in consideration +6%, preference 4.2% and action intent 2.4%. Which is all above benchmark compared to other campaigns measured with the same methodology in a similar category.

The Adtractive study shows notable growth for Renault across several metrics. Familiarity grew by +7%, consideration and recall by +5%, with particularly strong improvements in brand perception:

• Brand “I trust” +7%
• Innovative +8%
• Responsibly towards the environment +12%
• Leader in the field of electric cars +5%

www.omd.com

De Influencer & Content Marketing Awards 2025 worden mede mogelijk gemaakt door Influentials

Influentials is hét techplatform dat merken en creators samenbrengt om authentieke content op schaal te realiseren. Met een internationaal netwerk van ruim 11.000 creators helpen we merken als Zwitsal, Samsung en McDonald’s om de kracht van de creator economy te benutten. Steeds meer consumenten vertrouwen niet langer op klassieke reclame, maar op content van mensen die ze écht volgen en waarderen.

Via het Influentials platform kunnen merken en agencies samenwerken met creators die zowel User Generated Content (UGC) maken als micro-influencers die impact maken binnen hun community. | www.influentials.com

www.icmabenelux.nl

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Dit artikel is gepubliceerd door: Pie Kamau