Grandma Hilde’s Renault 4
Yes, promotions are a crucial part of growing an audience on Facebook. But Renault in Holland showed that they don’t have to be run-of-the-mill executions but can come in the guise of nostalgia and good old storytelling. The concept centred on a classic Renault 4 owned by the character Grandma Hilda. As she wasn’t able to drive it anymore, she decided to give it away to the most ardent Renault fan online.
The key to her ‘beauty in the barn’ was said to be somewhere in Grandma Hilda’s house. Renault Netherlands Facebook fans were invited to see if they could find it and tag the location correctly. Grandma Hilde was there to help with frequent content updates.
My (very small) gripe with this execution is that Grandma Hilde is unfortunately a ficticious character. While I understand that finding a real person that fit the idea would have been a huge casting job, I think it would have transformed this promotion into a massive PR story.
Agency: Dorst & Lesser