Étude de cas

Renault

Résultats
La CMP développée par the COOL Company, a permis :
  • La mise en place de campagnes ultra locales, capitalisant sur la communication nationale tout en répondant aux besoins business du local.
  • Une optimisation des processus de lancement des campagnes.
  • Plus d’autonomie et de flexibilité pour les concessionnaires dans la gestion des campagnes digitales locales.
  • Depuis la mise en place de la CMP en juin 2020 : l’outil est devenu structurel et est utilisé en fil rouge : 21 campagnes VO et 29 campagnes VN personnalisées par les concessions en 6 mois.
  • Un taux d’adhésion auprès des concessionnaires immédiatement élevé.
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Context

Renault, premier annonceur automobile de France, déploie sa communication digitale via des campagnes institutionnelles en fil rouge qui sont agrémentées par des campagnes promotionnelles sur les véhicules neufs (VN) et les véhicules d’occasion (VO).

Ces campagnes digitales sont impulsées par le siège National Renault et gérées en collaboration avec les 5 directions régionales de la marque qui régissent plus de 650 concessionnaires sur toute la France (directs ou revendeurs).

Publicis, the Renault Group’s media agency for local communications,  has been collaborating with the COOL Company for 12 years to optimize digital campaigns for the Renault network. Thanks to these years of collaboration, the COOL Company has become a trusted partner for personalized digital campaigns.

It is with this in mind that Publicis and the COOL Company worked together to design a platform whose ambition is to make Renault’s regional campaigns more customizable and to involve dealers in the decision of which vehicles to promote.

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Context

Renault, premier annonceur automobile de France, déploie sa communication digitale via des campagnes institutionnelles en fil rouge qui sont agrémentées par des campagnes promotionnelles sur les véhicules neufs (VN) et les véhicules d’occasion (VO).

Ces campagnes digitales sont impulsées par le siège National Renault et gérées en collaboration avec les 5 directions régionales de la marque qui régissent plus de 650 concessionnaires sur toute la France (directs ou revendeurs).

Publicis, the Renault Group’s media agency for local communications,  has been collaborating with the COOL Company for 12 years to optimize digital campaigns for the Renault network. Thanks to these years of collaboration, the COOL Company has become a trusted partner for personalized digital campaigns.

It is with this in mind that Publicis and the COOL Company worked together to design a platform whose ambition is to make Renault’s regional campaigns more customizable and to involve dealers in the decision of which vehicles to promote.

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Objectifs et enjeux

To support the commercial activity of its local network, Renault historically offered centralized, web-to-store-oriented regional campaigns, giving Regional Management the freedom to participate. While the offer was localized (specific point of sale, location of offers), the “product offer” dimension was not integrated into these campaigns.

Renault wants to go even further in its personalization approach , by giving more freedom to dealerships, and letting them choose which vehicle to highlight, whether it is new or used.

Therefore, how can the 650 dealerships be enabled to choose their models within a centralized campaign? How can the feed of offers into the brand’s display campaigns be automated? And how can the management of these campaigns be organized between the National Headquarters, the Regional Offices, and Publicis?

To address these issues, the COOL Company, a preferred partner of Renault and Publicis, has deployed a Creative Management Platform  (CMP).

This platform aims to streamline the management of digital campaigns by allowing local dealerships to be more involved in campaign deployment. Now, thanks to the COOL Company’s CMP (Contract Management Platform),  dealerships can choose the vehicles they want to feature . Digital campaigns will be updated in real time, showcasing each dealership’s vehicle selection within a consistent, institutional brand communication strategy across France.

Missions
d'accompagnement

Le projet mené par the COOL Company, en collaboration avec Publicis s’est développé autour de missions de conseil technologique, de développement produit et organisationnel. Ces missions sont menées par les experts du Tech Lab de the COOL Company :

1
Mission de conseil technologique – Product consulting
  • Gathering, understanding, evaluating and studying the needs of the Client and the Agency
  • Technical recommendations from the Creative Management Platform dedicated to the brand and meeting Publicis’ media and creative requirements
  • Co-creation of the routes with the Publicis agency
2
Mission de mise en œuvre opérationnelle du produit dans le respect des besoins organisationnels de Renault
  • Workshops to define the rules for customizing the CMP
  • Integration of data flows required for campaigns
  • Definition of key steps and communication modules (email/alerts)
  • Defining campaign statistics and automating reports
3
Mission de déploiement organisationnel
  • Definition of the RACI matrix for each stakeholder
  • Integration of an administration and monitoring interface for Publicis
  • Creation of tutorials and guides for using the platform
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Solutions déployées

Publicis and the COOL Company collaborated to design an easy-to-use platform ecosystem for Renault dealerships, enabling them to nurture and manage display advertising campaigns in real time, both via a dedicated CMP and a centralized hub called Le Garage.

The Garage: a central hub for orchestrating local CMPs

In order to simplify and centralize access to all CMPs (PMPs) used by Renault dealerships across France, the COOL Company designed Le Garage , a platform dedicated to “stock” banner campaigns, broadcast in display and on social networks.

The Garage  presents itself as a unique hub allowing:

  • The centralization of all Renault and Dacia CMPs , organized by vehicle type (new, used, RCS) and by region or group of dealerships.
  • Personalized access for each user , extended to several email addresses per concession (CSMO, Publicis managers, replacements), facilitating access management in case of turnover, absence or organizational change.
  • An intuitive interface  to view and manage active campaigns linked to each dealership directly.

A steering platform for local campaigns

Each CMP integrated into The Garage offers a  banner customization area  with:

  • Selection of vehicles to promote  via filters (online date, availability, model, version) or manual selection.
  • Defining distribution rules  in line with the local marketing strategy.
  • Final validation  via a control interface before broadcast.

The generated banners dynamically display:

  • The  price  of the vehicle,
  • A  visual carousel  of the selected models,
  • The  model title and its version ,
  • The  name of the concession  is automatically geolocated.

Automated and connected management

The Garage is fully connected to the COOL Company’s back office. It is based on:

  • An automated user management database  via a reference file containing the addresses of territorial managers (Publicis) and CSMOs.
  • Real-time synchronization with the global media plan , allowing visualization of all active campaigns using CMPs.
  • Complete integration into the COOL Company ecosystem , ensuring consistency, reliability and time savings for all stakeholders.

With  Le Garage , Renault and its partners Publicis and the COOL Company are taking a new step in structuring local digital campaigns, offering each player a unique, flexible, autonomous and ultra-personalized access point to manage the distribution of online stock.

The  Renault CMP  includes a single interface which allows  two use cases depending on the type of vehicle  to be promoted: the promotion of offers (for New Vehicles) and the highlighting of stocks (for New Vehicles and Used Vehicles).

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For promoting offers,  the interface functions as a  micro-catalog  of promotional offers. Images and descriptions of these offers are updated by National Headquarters via a spreadsheet. The Regional Directorate (RD) selects the offers it wishes to promote. Each local manager can then choose to keep these offers or promote others, for one or more dealerships within their group. If the local manager makes no selection, the RD’s offers will be displayed by default. Upon clicking, the user is redirected to a  landing page displaying the selected offer , along with a list of dealerships near the user.

To highlight available vehicles,  the interface is  connected to the inventory feeds of  new and used vehicles. The local manager can choose, for one or more dealerships within their group, to select vehicles by applying filters and sorting to their inventory or to manually select up to  10 vehicles . If they choose filtered selection, the models they have filtered will be displayed randomly on the banner based on available stock. If they choose manual selection, the selected models will be displayed directly on the banner. In both cases, they will be alerted if their vehicle inventory drops to zero during the campaign and can then select other vehicles to promote. This system guarantees  that the vehicle displayed in the banner is indeed in stock . Upon clicking, the user is redirected directly to that vehicle’s product page.

From an advertising perspective,  Renault’s Creative Management Platform  is supported by:

  • Connecting our ad-server to Renault’s used vehicle API, automatically updates stock information displayed in the interface.
  • The integration of technical specifications (list of dealers, list of offers by model…).
  • Associated DCO creatives.
  • Our teams regularly update the spreadsheet containing the catalogue of offers, which feeds the interface.
  • Publicis’ centralized media buying was not impacted by the implementation of the CMP: the buying process did not undergo any changes.
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Bannières DCO

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After-Sales (AS) Campaign

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Beaune dealership geolocation - highlighting available inventory

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New Vehicle Campaign - Stock Creatives - Boulogne-Billancourt Dealership

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RCS Campaign Nearest Dealership Address Paris Lefebvre

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NV Campaign Nearest Dealership Address Paris Lefebvre

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Geolocation Dealership Saint Malo Inventory display via Le Garage internal platform

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RCS Campaign Nearest Dealership Address Paris Championnet

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New Vehicle (NV) Campaign - Generic Message

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New Vehicle (NV) Campaign - Nearest Dealership Address

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This system allows us to fully support our dealerships’ business and present our best offers to online users. This new tool marks a significant step forward in Renault’s support for its local network.

We save valuable time with each campaign launch.

We can independently choose the content produced for our advertising banners.

Emmanuel Kissy
Responsable client chez Publicis pour la DR Nord de Renault
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