Renault - Keep it Clean
Promoting the all-electric Renault Zoe
Publicis London got to work, helping Renault promote the all-electric model Zoe. This dovetails with the first day of the Ultra-Low Emissions Zone (ULEZ) - an initiative to improve air quality in London.
As part of the new operation, cars that do not meet the ULEZ emissions standards will have to pay a daily charge to drive within the zone. Some commuters can expect to pay up to £24 to drive in central London.
While many miffed drivers have taken to Twitter to vent their frustration with expletive-filled tweets, Renault's 'Keep it Clean' campaign mocks their ULEZ rage, by hijacking the conversation.
Just like the all-electric Zoe is helping to clean up the city of London's air, Renault's campaign by Publicis London aims to 'clear the air' on Twitter.
To create the cleaner 'Zoe-ifed' tweets, Publicis London created an algorithm based on 200 of the UK’s most offensive swear words. This was used to trawl Twitter for angry ULEZ tweets. Renault then places a Renault Zoe on top of swearwords to censor the bad air.
Renault has displayed the cleaner tweets on 105 digital posters, which will run alongside a full digital and radio campaign.