Renault No more errors
Role: Art Director
Buying a car in Colombia can be one of the most difficult decisions to take. It is a product that not everybody can afford easily, therefore people tend to buy economic or small cars. Buying a 4X4 looks like an unreachable dream.
Make Colombians talk about the Renault Duster and sell 800 units in 45 days.
Through YouTube, Twitter and Facebook, two famous Colombian comedians satirically pointed out how Colombians make poor decisions and commit many mistakes, which in turn became cultural jokes. Examples included voting for very clumsy presidents, believing that marihuana can make you gay or seeing the spirit of Michael Jackson walking in some towns of Colombia. This trended on social media and users started to share more content pointing out cultural mistakes that Colombians make.
In 1 month, people upload
+8000 pictures and
1.4 K views.
#Nomoreerrors was a trending topic for 3 weeks in a row. After getting the attention from the public, the comedians unveiled the Duster, and advised Colombians that they should not commit any more errors, hence buying the Duster – “a 4X4 for the price of a sedan” – is a good idea.
At the end of the campaign, 1480 units ($2M USD worth) were sold in just 21 days.