Carmaker Renault introduces The DisCO2unt Billboard, a completely new kind of promotion. When air pollution goes up, the price of Renault ZOE goes down, live on a huge digital display. This way, the zero-emission electric car becomes more affordable right when the city needs it the most.
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.
This way, Renault made its contribution to an easier and healthier life in the city – at the right place and the right time.
Watch the presentation film here:
Jorg Riommi – Chief Creative Officer Romania, Central & Eastern Europe
Dan Frinculescu – Executive Creative Director
Romulus Petcan – Group Creative Director
Gabriel Gherca – Group Creative Director
Constantin Bunica – Programmer
Sherin Arabo – Digital Art Director
Ana Banica – Digital Account Director
Vlad Socianu – Motion Graphics
Lucian Gavril – Group Account Director
Catalin Albu – Client Service Director
Miruna Baias – Planner
Camelia Efrimov – AV Production Director
Lawrence Jacomelli – Director