In 2020, Renault remodeled a small French village right into a haven for electrical car charging. “Village Electrique” by Publicis Conseil gained the Out of doors Lion Grand Prix in 2021. Now the company and automaker are again with one other Grand Prix-winning marketing campaign within the Inventive Technique class, primarily based on the identical idea.
Renault’s “Plug-Inn” expands rural charging stations throughout France by connecting electrical automotive drivers with non-public charging stations by an app. The marketing campaign hopes to attach EV drivers with native communities in France to allow as much as 475,000 further electrical charging factors.
It’s type of like an Airbnb for EV drivers because it hyperlinks vacationers with non-public charging stations in additional distant areas, the place discovering a spot to recharge is normally a much bigger impediment and generally a barrier to individuals going electrical.
“This was inventive technique redefining the automotive class,” mentioned Inventive Technique Lions jury president Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia. “This was inventive technique that was opening up a completely new income mannequin for the model. It was delivering actual worth, together with financial worth, to its customers. And it was fixing an infrastructure drawback that nobody else had solved.”
Inventive Technique gold winners:
- M&M’s | “Spokescandies on Pause” by BBDO New York
- Reckitt and Formidable About Autism | “Me, My Autism & I” by Havas London
- Grupo Estrategico Pae | “Morning After Island” by Ogilvy Honduras
- Companions Life | “The Final Efficiency” by Particular Auckland
Inventive Enterprise Transformation Lions
After choosing up a Design Grand Prix on Tuesday, Microsoft and McCann New York continued their profitable methods with a Grand Prix win within the Inventive Enterprise Transformation class for “ADLaM—An Alphabet to Protect a Tradition.”
The marketing campaign noticed Microsoft remodeling the alphabet of the language of the Fulani individuals of West Africa, known as Pulaar, into a brand new digital model. The alphabet, generally known as ADLaM, is now obtainable to be used throughout the Microsoft 365 suite, desktop and cell platforms, preserving an necessary tradition whereas selling literacy throughout West Africa.
Inventive Enterprise Transformation Lions jury president Justin Peyton, chief transformation officer, Wunderman Thompson APAC, mentioned the marketing campaign was transformational for each Microsoft and the communities that benefitted from the know-how.
