Recreating the world of the R5 at Paris-Charles de Gaulle

Renault has launched a major campaign to celebrate the electric comeback of the iconic Renault 5. In partnership with Extime JCDecaux Airport, the brand wanted to make the Renault 5 E-Tech 100% electric, the flagship of its electric vehicle range, a must-see.

On this occasion, Renault took a comprehensive approach to airport media, communicating with French and international passengers throughout terminals 2E and 2F at Paris-Charles de Gaulle airport. Co-constructed with the OMD, Publicis Conseil and Extime JCDecaux Airport teams, this ambitious campaign included a variety of impactful media solutions combining event, digital and iconic devices, for a total surface area of over 500 sqm.

In order to enrich the experience and interact with passengers, Renault deployed a magnificent pop-up allowing them to admire the elegant design of the pop icon that has become the Renault 5 from every angle. The car was displayed in transparent showcases, reminiscent of miniature car packaging.

In addition to its presence in the terminals, Renault also wanted to make its presence felt through the installation of an emblematic object: a gigantic figure 5, over 5 metres high. The installation, which ran for two years along the airport's expressway, raised the brand's profile among travellers leaving the airport on their way to Paris.

These displays were seen by around 9.4 million passengers between June 20 and September 8, 2024.

“For its launch, we had to offer Renault 5 an exceptional international showcase, and Paris-Charles de Gaulle airport offers us this exceptional opportunity. Everything we've been doing since last December for Renault 5 has enabled us to put the vehicle into orbit before its arrival in dealerships this autumn, and the Paris-Charles de Gaulle set-up has been thought through in terms of both affinity and value creation.”
Arnaud Belloni, Chief Marketing Officer, Renault

“We are delighted to have been able to support Renault in this extremely ambitious project to launch the Renault 5 electric car. By choosing Paris Airport, Renault intends to reach a contributing audience, sensitive to innovation and climate issues, both French and international, in an exceptional setting. I'd like to salute the work of the teams mobilized on the project to set up this unprecedented, large-scale campaign, which will enable the brand to promote its new model.”
Isabelle Fourmentin, Managing Director, Extime JCDecaux Airport

“A great deal of preparation and coordination has been going on for almost a year between the Extime JCDecaux Airport, Renault and agency teams. Precise identification to select the most suitable locations, and appropriate content to be able to create this unprecedented device.”
Remi Vernay, Account Director Renault France, OMD

Contributors to this exceptional campaign included: OMD and its Screenbase events department, Publicis Conseil, Extime JCDecaux Airport.