Bucharest, the capital of Romania, is one of the most polluted capitals in Europe and the most congested city on the continent, according to the TomTom Traffic Index. With daily levels far exceeding the recommended limit, residents face serious health issues.
The electric Renault ZOE can help bring down air pollution. But, with Romanians seeing electric vehicles as too expensive, a lateral approach had to be found. So, pollution was turned against itself.
When air pollution went up, the price went down. To make the idea happen, Renault connected one of the largest digital displays in Europe with pollution sensors placed in high traffic areas around the city. An average was calculated and converted into discounts using a custom-made algorithm. On the billboard, the price of the Renault ZOE changed every six minutes. Anyone could claim the discounted price on the spot, using their smartphones.
Experiential advertisement created by Publicis, Romania for Renault, within the category: Automotive.
Chief Creative Officer Romania Central & Eastern Europe: Jorg Riommi
Executive Creative Director: Dan Frinculescu
Group Creative Directors: Romulus Petcan, Gabriel Gherca
Programmer: Constantin Bunica
Digital Art Director: Sherin Arabo
Digital Account Director: Ana Banica
Motion Graphics: Vlad Socianu
Group Account Director: Lucian Gavril
Client Service Director: Catalin Albu
Planner: Miruna Baias
AV Production Director: Camelia Efrimov
Director: Lawrence Jacomelli