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Immersive Ads-in-Apps / Renault launches interactive cross-platform campaign with Microsoft Advertising

by on March 18, 2014 in Advertising, Apps, Apps & Software, FaceBook, Gadgets, Google, iPhone, Lead story, LinkedIn, Metrics, Mobile Marketing, Pinterest, Retail, Retail News, Social Media, Tech, Twitter

Consumers can explore Renault’s design philosophy on Windows 8 and MSN

18 March, 2014 – London: Microsoft Advertising today announces a new cross-platform campaign showcasing the superior design of Renault vehicles embedded within its design strategy ‘the cycle of life’. Created with Manning Gottlieb OMD and Publicis, the campaign launches this week with an immersive Ads-in-Apps solution inside a number of Windows 8 applications on desktop and tablet, and will run until the end of May.

The interactive, design-led experience is optimised for touch devices and encourages consumers to engage with Renault’s people-centric design philosophy: ‘The Cycle of Life’, discovering the concept car that represents each step. Organised into the shape of a flower, each step – love, wisdom, play, work, family and exploration – can be explored in the ad creative by interactive playful steps such as tracing the outline of a heart to access the “love” hub, and revealing the matching concept car.  The campaign drives consumers to the Renault website, where they can find more information on the car maker’s models as previewed in the Ads-in-Apps solution.

The ads will be served in all Bing- and Xbox-branded apps on Windows 8, as well as a network of certified third-party apps relevant to Renault’s target audience – consumers for whom style and image are a key consideration when buying a new car.

The Ads-in-Apps creative is the second phase of a partnership between the two companies, following sponsored editorial content that launched on the MSN Lifestyle channel in January. The dedicated ‘Life Designed’ content on MSN, which runs until mid-April, also focuses on the six life steps, and the balance between form and function, with the website’s team of writers developing content relevant to Renault’s target audience.

Owen Sagness, General Manager for Microsoft Advertising & Online UK, says: “This cross-platform campaign integrates original, engaging content across MSN and Windows 8 that we believe provides a genuinely valuable and unique experience that puts the consumer first.

“We partner with brands and advertisers at an early stage, developing creative solutions that are unique to the Microsoft ecosystem – the Renault campaign is a great example of our creative team working closely with agency executives to produce something innovative with real value for consumers.”

Matt Lamprell, Digital Brand Communications Manager for Renault UK says: “We were looking for a way to bring our ‘Life Designed’ campaign to life – telling the story of useful design across the Renault range. The Ads-in-Apps campaign on Windows 8 provides a stunningly beautiful and engaging platform through which we’re able to highlight Renault’s chief designer Laurens van den Acker’s ‘cycle of life’ concept and the way that our cars and vans combine both style and functionality.”

Laura Cochrane, Digital Business Director at Manning Gottlieb OMD says: “We’re targeting fun, impulsive, social individuals for whom style and image is important, and Microsoft is able to reach a significant number of consumers that fit the bill. Through Windows 8 and MSN we are able to tell Renault’s design story in a playful and appealing way, providing relevant content to anyone who values both form and function.”





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