Renault has been a trusted and iconic brand in Argentina for decades, known for its reliability and deep connection to the country’s people.

In a market that values both tradition and progress, Renault has consistently delivered vehicles that have become part of everyday life.

As Argentina faces a future driven by technological advancement and sustainability, Renault is positioning itself as a key player in the electric vehicle space.

The introduction of the Megane E-Tech 100% electric represents a bold step into this new era, aligning the brand with the growing demand for cleaner, smarter mobility solutions.

The campaign seeks to maintain Renault’s role as a constant companion in the lives of Argentinians, while also acting as a catalyst for the nation’s journey toward a more sustainable future.

By blending heritage with forward-thinking innovation, Renault aims to reinforce its relevance in a rapidly changing market, tapping into both national pride and the desire for progress.

This balance between tradition and modernity ensures Renault remains a brand that is not only part of Argentina’s history but also its future.

The key objectives for the campaign were: • Overachieve on brand metrics: The campaign aimed to boost awareness and engagement with Renault’s electric vehicle offerings, positioning Renault as a future- forward, innovative brand.

• Improve brand health: By aligning Renault with innovation and sustainability, the campaign aimed to strengthen brand consideration and preference in the Argentinian market. Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

- Over achieve on brand metrics (e.g. awareness, engagement) - Change consumer behaviour (e.g. attitudes, frequency, penetration) - Create short-term sales growth (e.g. sales, promotions, discounts) - Improve brand health (e.g. consideration, preference) - Create sustained sales success (e.g. profit, sales) - Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

The film explores the deep emotional connection Argentinians have with Renault cars, showcasing personal memories tied to significant life moments. All stories are told through the windows of Renault's different models.

It captures families on road trips, individuals embarking on new journeys, and couples celebrating milestones—set against key moments in Argentina’s history, with Renault vehicles as constant companions.

These scenes highlight the brand’s enduring presence in everyday life. As the narrative progresses, the film introduces the Megane E-Tech 100% electric, symbolizing Renault’s commitment to sustainable mobility.

This transition reflects Argentina’s growing demand for cleaner, smarter transportation solutions. The closing scenes reinforce Renault’s continued relevance, seamlessly blending tradition with innovation.

Ultimately, the film positions the Megane E-Tech as more than just a car—it’s a vehicle for unforgettable journeys, reinforcing Renault’s role in shaping Argentina’s future, with no road left untouched by the brand.

The Renault Argentina brand film has had a substantial impact, outperforming industry norms across key performance indicators (KPIs).

It entered the Top 1% of norms in three out of five KPIs—Enjoyment, Branding, and Relevance—highlighting its exceptional ability to engage and connect with audiences.

In terms of Consideration, the film performed in the Top 5%, demonstrating strong potential to influence consumer decision-making.

Additionally, the film has contributed to an improved brand image, surpassing Renault's average performance in the market. This positive shift reflects the film’s effectiveness in positioning Renault as a more appealing and relevant brand in the minds of consumers.

Overall, the campaign’s success in driving engagement and enhancing brand perception suggests its significant contribution to Renault’s marketing efforts in Argentina.

The Renault Brand Campaign demonstrated a strong and diversified media performance across its three waves, effectively engaging key demographics.

• Television reached a 32.07% coverage with a frequency of 3.49 and delivered 112.21 TRPs, surpassing planned reach and frequency goals. Notably, cable TV achieved 58.85% reach, 13.46 frequency, and 852.84 TRPs, aligning closely with targets and market standards despite a slightly higher CPR. • Cinema ads between April and June 2024 delivered 630,759 unique contacts, effectively capturing the attention of the 25+ NSE Alto-Medio segment. • Digital performance across three campaign waves was also impressive:Wave 2 (Sept–Oct 2024): Over 164,400 clicks were recorded across Display, Social Media, and Programmatic channels. o Wave 3 (March 2025): Achieved a planned 800,000 clicks, indicating strong online engagement and message penetration.

Overall, the campaign maintained efficient CPRs, particularly on cable TV, and leveraged a strong media mix to reach and engage the target audience effectively.