Brand experience agency Neonormal has delivered a new campaign for French car brand Renault at the 2017 Formula One Australian Grand Prix.
As part of Neonormal’s ongoing relationship with the brand, the team conceived and delivered three distinct experiences supported by social content over the weekend.
In the general admission area, Renault got to share the experience of how drivers get into the zone on race day.
In a bespoke area created by Neonormal, racegoers had the chance to feel the rush of a virtual reality pit stop challenge, created by Renault’s global agency, We Are Social. Neonormal amplified this story across social with a series of short videos that talked about how drivers Jolyon Palmer and Nico Hülkenberg get into the zone as the brand looked to own the moment on Twitter.
Neonormal also produced Renault’s corporate hospitality facility where the brand hosted invited guests. Calling on the colour scheme of the Renault brand, the space was fitted out in grey and yellow with hero imagery and floral accents.
Elsewhere at the track, Renault welcomed ticketed visitors in the Renault Torque Bar, a premium facility run by the Australian Grand Prix Corporation and sponsored by Renault.
These hero elements were accompanied on-site by Renault brand ambassadors as the business looked to generate qualified leads across Renault’s passenger range.
Renault Australia’s managing director, Justin Hocevar, said the brand was pleased to partner with Neonormal to deliver brand experiences at the Grand Prix for the fourth year in a row.
“This year, Renault is celebrating 40 years of Formula One. What better way to mark this achievement than by sharing the Renault brand experience with racegoers,” he said.
Taryn Atkinson, account director at Neonormal, said: “Our aim at the Grand Prix is to give people an inside experience of Formula One – what goes on inside the mind of the drivers, or how the pit crew feels when they’re under pressure having to change a tyre.
“These experiences reveal the often unseen aspects of the sport that echo and highlight Renault’s uniquely French qualities – passion, tenacity, authenticity, uncompromising, defiance – all while connecting the brand to a wider audience.”