1. Case study - Renault Twingo
© 2014 Firefly Video. All rights reserved. Firefly Video and other products and services of Firefly Video are trademarks, service marks or registered trademarks of Firefly Video. 0413 Part No. 20121205
www.fireflyvideo.com
Exponential Divisions
For more information, please contact nlsales@exponential.com
ACTIVE ATTENTION
36.85 second dwell time
4.11% click through rate
9.07% interaction rate
0.73% engagement rate
Exponential partnered with OMD to create an immersive and engaging campaign
for the introduction of the new Renault Twingo
Media brief
The campaign was part of a 360 degree media approach, where all relevant touchpoints on digital and
traditional advertising were used to create a true Twingo experience, with Renault choosing Exponential
as one of their key digital partners.
Strategy and execution
Renault’s video assets were hosted in the Firefly Video Illuminate creative. The Illuminate advertising format
captures the user’s attention through three stages to enrich the users experience with the brand. The
bespoke unit incorporated:
• The view - an in-banner video teaser that broadcasts the 30 second video
• The sound - begins when the user hovers over the MPU for three seconds causing the format to
expand further to a 600x450 video player
• The motion - which after five further seconds sees the video player gradually move to the centre of the
page displaying a dedicated microsite containing:
The Illuminate unit ran across the Exponential network, with over half a million impressions delivered,
employing a combination of contextual and behavioural data to reach the desired target audience.
Results
Testimonial
“I’m very excited about Exponential’s products and propositions. They look beyond awareness and are
able to deliver true engagement for our customers as we did for Renault Twingo. The results are very
promising, looking at the defined engagement KPI’s.” Alexander de Ruwe, media director, OMD
• A prominent video player with gallery containing three 30 second videos, set to auto-play
• A gallery of four case studies on features and customisation options that when clicked by
the user open up more information
• An image gallery and a click through to site button