Renault Online Marketing Campaign

Publicis Networks and the Virtools Behavior Lab

Publicis Networks is specialized in providing technologically advanced advertising campaigns for multinational companies. For the world-renowned automobile maker Renault's release of the New Megane, Publicis Networks called on Virtools' in-house studio to collaborate on designing and producing a unique and engaging e-marketing application for the Renault website (http://megane.renault.fr/topcom/).

The Virtools Behavior Lab is our in-house development studio. Our team anticipates the needs of our clients and responds with consulting, training and innovative behavioral 3D applications.


Challenge: Use Interactive 3D as a Effective Marketing Tool for Online Advertising Campaigns

For the official launch of the New Megane during the World Automobile Show 2002 in Paris, Renault asked Publicis Networks to create an application to highlight the model's key attributes – exceptional steering, solid braking and excellent grip for superior road handling.

Publicis came to Virtools with the initial concept: in keeping with the lunar theme developed in Renault's New Megane campaign, especially in the television ad, give web surfers a chance to test drive the new model on the Moon. The goal was to let users experience the car's outstanding road handling for themselves and learn about the model's new features.

But with Internet audiences growing ever more impatient and blasé, how could Publicis hope to capture their attention and create a novel marketing experience that would convey Renault's advertising messages? The choice, which has proven successful, was to turn to Virtools for the immersive power of real-time, interactive 3D.


Solution: Use Virtools for Clarity and Emotion in a Highly Interactive Environment

The design constraints defined by Renault and Publicis Networks were easily integrated into Virtools' collaborative production process. Virtools software brought the interactivity and realistic car handling to the original "test-drive" concept, for an innovative teaser that attracts potential Renault customers' attention and makes a statement about the New Megane's outstanding features.

Virtools Dev proved the perfect tool for developing Publicis Networks' application for Renault - with the most impressive interactivity and an extremely short production cycle. The application was made in only one month, with graphics provided by Publicis and a single Virtools scripter developing and tuning the physics guiding interactivity and car handling. Realism and control are the keywords for this collaborative interactive 3D success story.


Key Benefits

- Rich interactivity created using intuitive graphical interface
- Dynamically loaded media for interactivity without the wait
- Smooth animation and high-quality, optimized rendering
- High productivity with short development cycle and reduced costs


Get the Lunar Experience Now or See screenshots

Congratulations to Renault for winning the TopCom d'Or 2003 for its "New Megan Moon" Online Publicity Campaign!

Due to the proven success of the New Megane publicity campaign, Renault and Publicis collaborated again to launch the New Scenic.

Get the New Scenic Travel Experience Now or See screenshots