To support the commercial activity of its local network, Renault historically offered centralized regional campaigns with a web-to-store focus, allowing the Regional Divisions to participate. Although these campaigns were localized in terms of offerings (specific dealership details and offer locations), the "product offering" dimension was not integrated into these campaigns.
Renault aims to go even further in personalization by giving more freedom to the dealerships and allowing them to choose the vehicles to showcase, whether new or used.
Therefore, how can the 650 dealerships choose their models within a centralized campaign? How can the integration of offers into the brand's display campaigns be automated? And how can the management of these campaigns be organized between the National Headquarters, Regional Divisions, and Publicis?
To address these challenges, ADventori, as a trusted partner of Renault and Publicis, has developed a Creative Management Platform (CMP).
The purpose of this platform is to streamline the management of digital campaigns by involving the local entities more actively. Thanks to ADventori's CMP, dealerships can now independently choose the vehicles they want to highlight. Digital campaigns are updated in real-time, presenting each dealership's selection within a consistent institutional brand communication across France.