As New Renault Trafic arrives in dealerships, Renault is launching an offbeat Web campaign to promote its latest LCV.
A video remake of the title sequence to the cult TV show ‘Knight Rider’ was filmed for the occasion and posted on Renault’s YouTube channel.
The video features a modern version of the knight and his trusty steed and shows how van drivers and tradespeople are today’s everyday heroes.
Following on the heels of the launch of New Trafic, Renault’s best-selling LCV with 1.6 million units sold, the brand has launched a video for the Web, produced with the social media agency We Are Social. The film is a remake of the famous opening sequence of Knight Rider, the cult TV show featuring Michael Knight, a modern-day hero working for a philanthropic foundation, and his high-tech car equipped with a built-in, artificially intelligent computer.
In Renault’s ‘Trafic Rider’ film, available on the brand’s YouTube channel, the new van plays the role of K.I.T.T. and Michael Knight has been replaced by everyday hero Michael Craftsman. The aim is of course to creatively communicate the special bond that artisan business owners have with the Renault vehicles they use for their businesses and to showcase the performance of our LCVs.
Caroline Méchaï, Director, Global Advertising & Media at Renault, says,
« This is an unprecedented initiative for a Renault LCV. The intention is to give Trafic a more dynamic image and reach out to a broader audience than simply business users.»
Sandrine Plasseraud, Managing Director of We Are Social, says,
« We have been working with Renault for several years now, particularly in France and, more recently, worldwide. This campaign shows off our creativity and our ability to come up with new, inventive ideas while remaining true to the brand’s DNA and remaining grounded in the everyday experience of its customers. »