Context/problem

How do you bring / launch the New Grand Scénic to life on saturate market and substitute for the product leader in its sector, in a surprising and efficient manner for its main target, families ?

Challenges

Manage to launch the New Grand Scénic Manage to launch the New Grand Scénic

Strategy / Relevance

To show off features that consumers do not necessary care about, plus the tester is a moron, plus the test shall be interesting.

Production / Innovation

A complete Internet operation with a banner campaign, a micro site hosting test videos, original game-play specifically developed for the brand, a competitive game and viral marketing via the Facebook and blog social networks.