Renault \ F1 Grand Prix

93,000

Impressions

12,000

Unique visitors to the stand

800

VR engagements

4.5x

Delivery on lead target

Challenge

For the last 6 years, we’ve made Renault’s Australian Grand Prix presence a favourite for F1 fans. But in 2019, when Daniel Ricciardo moved to the Renault Sport F1 team, Renault Australia asked us to help them make the most of this momentum — building on their ‘Make the Move’ campaign, and moving new audiences.

Experience

As Dan fandom reached fever pitch, Renault took advantage of the groundswell of support — creating a campaign ecosystem with their above-the- line and digital agencies, with all touchpoints leading to the on-ground experience we created at AusGP.

Building on the success of previous years, Neonormal expanded our iconic Renault F1 Central stand — with open-plan layouts, a team VR experience, 4-car vehicle display and trained ambassadors to engage visitors and generate leads. We also arrested attention and drew crowds with dynamic content displayed on two 12-metre LED screens. To maximise the moment, we crafted a content plan for the screens, showcasing Renault vehicles, the RSF1 team liveries and chassis reveals, animated brand moments, TVCs, event announcements and fan-generated images.

Over the 4-day festival, the heightened visibility and motion of Renault’s stand captured new audiences and made the most of our prime position at F1 Central. Audiences queued up for the VR Pitstop Challenge, and we drew record numbers to the stand. And when the drivers themselves showed up, Nico Hülkenberg and Daniel Ricciardo pulled in waves of F1 fanatics. Our team managed media appearances, signings, fan experiences, team talks and schedules.

Results

The 2019 AusGP experienced record-breaking attendance, and our space was no exception. With upwards of 93,000 impressions, 12,200 stand visits and 800 VR engagements, we smashed Renault’s goals for the campaign. Most importantly, we captured and converted 4.5 times our lead target number into test drives for Renault.

That’s a win we can celebrate.

“Having a driver like Daniel Ricciardo join the Renault F1 Team was a watershed moment for the Renault brand in Australia, and yet again Neonormal have gone above and beyond to ensure we capitalised on this once-in-a-lifetime opportunity.”