Renault: Keep it Clean

Promoting the all-electric Renault Zoe

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Apr 16, 2019

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.

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Publicis UK

Publicis UK is an award-winning creative hub with a long history of helping clients achieve powerful brand and business transformation. Our purpose is to create powerful, culturally-relevant ideas that help the brands we work with get ahead. To harness both our global scale and local sensitivity to lead change for the benefit of our clients. Our expertise and capabilities are organised around the customer journey; from brand strategy and multi-channel ideas, to digital products and experiences, content journalism, influencer marketing, shopper engagement and experiential. All underpinned by data, technology and innovation.

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