Renault UK launches ‘The Massive Range’ campaign to showcase Austral E-Tech's long-distance capabilities

David Murphy

Renault UK has launched ‘The Massive Range’ campaign. Created by Publicis•Poke, it features a CGI-created, supersized range of petrol station essentials – including screenwash, sweets and and energy drink – that are designed to last as long as the new Renault Austral E-Tech full hybrid between stops. The work is built on the insight that drivers of Austral won’t be stopping at the petrol station as often as they used to, thanks to the intelligent E-Tech full hybrid powertrain that gives Austral a range of up to 683 miles. 

The Massive Range will go live across social, with each static execution breaking out of the frame of the social post due to their massive size. The CGI products have been created in partnership with Future Deluxe, and are designed to reflect Renault’s premium branding and aesthetic, echoing the premium design, connectivity and performance of the all new Renault Austral’s E-Tech full hybrid technology.

Publicis•Poke developed the creative concept and crafted the executions for the Massive Range, then worked with MSL UK to optimise the campaign asset for social formats. MSL has also developed an influencer marketing campaign and owned social roll-out plan to promote The Massive Range.

As part of the influencer marketing campaign, MSL brought stop-motion superstar Dominique Davis, parenting influencers Kate Murnane and Katie Ellison and interior designer Dan Lovatt on board to showcase The Massive Range. Four films created by the influencers and shared on their own channels will show them set off on an epic journey, bringing audiences along for the ride with a giant sized tin of sweets to last the journey.