Renault Germany

THE BACKGROUND

As a long-standing client of the Publicis Group, Renault was also served by Publicis Pixelpark in Germany. In Cologne, I was responsible for the entire digital budget of Renault Germany on a strategic level.

I have been involved in a number of projects for Renault. One extremely successful one solved one of Renault’s core problems. Renault was faced with the challenge of generating free media attention during model launches, but not being able to translate this into relevant KPIs. To bridge the gap between the model launch and the opening of the order books, we created the Waiting Program. Users were provided with news about the model over time and were able to make initial configurations. This allowed valuable leads to be generated, which could be addressed directly with personalized offers once the order books were opened.

MY ROLE / TASK

• Strategic lead
• Management of the creative team
• Development of a digital strategy and derivation of packages of measures in differentiated budget sizes (S/L/XL)
• Analysis of the customer journey
• Conception of various CRM measures
• Regular reporting / presentation at C-level