Renault and Future Stores collaboration brings digital and social media led automotive retail to the heart of London.
French car manufacturer Renault has partnered with Future Stores to bring automotive retailing to Oxford Street, London, as it unveiled the new Renault 5 E-Tech electric to the UK market through a social media led live experience.
A first for both Renault and Future Stores, the space on Oxford Street was transformed into ‘Maison 5’, showcasing the new pure electric supermini through a blend of French flair and London cool. All with the help of brand experience agency Avantgarde.
The activation saw: street footfall of 700k people; social engagement above 6% off the back of the activation; average customer satisfaction of almost 90%.
Olympic medallist Tom Daley and celebrity chef Matthew Ryle also dropped in alongside presenters Greg James and Jonny Smith to talk about all things diving, knitting, French cuisine and of course Renault Five.
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Visitors to Maison 5, which ran from 22nd to 30th March, were met by three sparkling versions of the motor to interact with. While Future Stores’ wall of 400 m2 of high definition Micro LED displays featured specially curated content highlighting the cult auto’s key features; all visible to the half a million people who walk past the store on a weekly basis.
Kate Hardcastle, Director of Future Stores, said, “In a world where catching people’s attention is becoming more and more challenging, we’ve designed a concept that does just that on Europe’s busiest shopping street. Like us, the Renault 5 E-Tech electric is all about innovation, taking the best of the past and imagining it for the future – and that’s why it’s been the perfect partner for Future Stores.”
“Our unique ability to bring a brand to life through electrifyingly exciting ‘retailtainment’ complimented by Renault’s social media activation, means the Renault 5 E-Tech reached a new highly-engaged audience – the perfect platform to launch a great new concept.”
David Isherwood, Marketing Director at Renault UK, said, “The Renault 5 is a pop icon, exuding its own unique sense of energy and fun wherever it goes, and we’re keen to share that with as many people as we can. What better place to bring a cultural icon to next than to the centre of popular culture itself and Future Stores helps us do just that.”
Real-time insight was provided by the Future Stores team sharing footfalls moving past the store, entering, and showing their journey around the space, with demographic insights including a full age breakdown of visitors.
Celebrity presenters and influencers – including Jack Scarlett from the Fully Charged Show and Electroheads, plus Red Bull Racing’s ‘Talking Bull’ podcast host Nicola Hume – were also on hand to engage with visitors. The Renault also brought a mix of Gallic charm, talks, music, and merchandise to showcase the car’s desirability and affordability.
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