Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Renault Turns London Streets Into Giant Scalextric Track

Published on .

Renault turned the streets of London into a giant slot car racing track to make a viral video promoting its electric car, the Zoe. The stunt (which followed research showing that people didn't know enough about electric ccars to consider a purchase) was inspired by classic slot car game Scalextric. The brand selected two winners from a competition on Facebook held on Facebook to race two Renault Zoe electric cars in a 1.9 mile loop (built by Renault's engineers using 570 pieces of track) around Westminster and the South Bank. The participants controlled the cars using remote controls from inside a helicopter above the city. Scorch London is seeding the viral.

Most Popular