Renault has launched a mobile and tablet ad campaign promoting its Zoe electric model in the UK.

The campaign targets consumers who have qualified as in-market by browsing relevant content or calling dealerships, when then pass in a five mile radius of a Renault dealership. It also pulls in demographic and socio-economic variables from Apple, Weve and Mosaic data.

The ads identify how far away local landmarks are and highlight how little it would cost to get there in the electric car.

“We’ve selected a number of key hotspots around the country in which to focus our activity for the Renault Zoe,” said Matt Lamprell, digital brand communications manager at Renault UK. “We want to ensure that messaging is relevant to its local audience, so it’s logical to use geo-targeted technology that lets us know where people are, overlaid with demographic or behavioural data to ensure they match our target audience.”

The campaign was designed by Publicis and built by Mobile 5, with media planned and bought by Manning Gottlieb OMD.