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Renault Dacia

Cars to Work (case study)

Agency: Publicis Conseil

Description

Renault has a long-standing commitment to providing mobility solutions for low-income individuals, yet its Caremakers inclusive mobility program remains relatively unknown even after 12 years. To address this, Renault introduced a new leasing model for job seekers in remote areas, where payments begin only after the probation period is passed. If the probation is not passed, the car can be returned to Renault. This initiative not only aids new job starters but also enhances Renault's visibility in regions where car ownership is crucial, aligning with the broader French concern for mobility issues highlighted by the 2018 ‘gilets jaunes’ protests.

Renault Group offers various vehicle leasing solutions through its CareMakers program, made possible by partnerships with social prescribers, financial institutions specializing in microcredit, and inclusive mobility organizations. Key partners include France Travail, which has supported the initiative since its inception, and organizations like Adie, Caisse d'Epargne, Parcours Confiance, and Créasol.

The CareMakers program, operational since 2012, has already benefited over 3,000 financially vulnerable individuals, helping them access vehicles crucial for employment. Statistics show significant positive impacts on job retention and acquisition, with 94% of beneficiaries finding or maintaining employment and a 2.5-fold increase in permanent contracts. The program also improves vehicle reliability and safety, drastically reducing fears of mechanical failures, unexpected repair bills, and accidents.

Eligibility for CareMakers requires residency in metropolitan France, a professional mobility need, and a reference tax income of 14,000 euros or less per unit. Applications can be submitted through the program's website, whether for new or used vehicle purchase or lease, or for maintenance services at discounted rates from over 300 affiliated garages.

Renault is furthering its commitment with the "Voitures de future fonction" initiative, allowing trial-period employees to start vehicle payments from the fourth month, providing additional job security.

This professional campaign titled 'Cars to Work (case study)' was published in France in June, 2024. It was created for the brands: Dacia and Renault, by ad agency: Publicis Conseil. This Ambient, Direct, and Experiential media campaign is related to the Automotive, Professional Services, and Public Utility industries and contains 1 media asset. It was submitted 5 days ago by LLLLITL.

Credits

Brand: Renault, France.
Global Chief Marketing Officer: Arnaud Belloni.
VP Renault Brand Content Creation: Laurent Aliphat.
VP Creative Marketing: Claudine Borel.

Creative Agency: Publicis Conseil.
CEO: Agathe Bousquet.
CEO/CCE: Marco Venturelli.
Executive Creative Directors: Romulus Petcan, Gabriel Gherca.
Copywriter: Guillaume Sabbagh.
Art Director: Marie Donnedieu.
Account Managers: Hugues Reboul, Gaëlle Morvan, Laurent Enet.
Strategic Planning: Philippe Martin-Davies, Donya Bouzarjomehri, Kayla Shenassa.
Digital Project Director: Chloé Frappereau.
Head of Production: Caroline Petrucelli.
TV Producer: Benjamin Auberdiac.

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