Top Com Corporate Business 2017
Grand Prix Stratégies des Communications 2017
Back to the summit.
The Alpine sportscar brand had been invisible for 21 years. When Renault decided to announce the return of the brand, there was no actual new vehicle to show beyond a concept car.
The idea was to give the international press a ride into the history of Alpine and remind people what the brand had once been by reconnecting with the legend and 60 years of sporting memories. To help drive the rebirth, the longtime Alpine community was invited to take part of the event.
Combining the modernity of a digital press conference with a blast from the past, we sent passionate drivers and collectors on the trail of historic Monaco rallies, up to the Col de Turini – where Alpine made its name – at the wheel of 80 Berlinettes. Journalists sat in the passenger seats, listening while the drivers reminisced. Cameras in the cars captured the experience and transmitted it live on social media.
Global, dynamic and digital, the press conference covered all types of media from video to social networks. The event was modern, “technologique”, “digital”—using Periscope to go live—and traditional, putting longtime Alpine fans in the cars.
Above all, it was successful, igniting passions for a “new” brand that was 60 years old and capturing the spirit of a car nobody had seen…Indeed, 1,955 Alpine 110 First Editions sold out in a matter of days.