There’s been no shortage of automotive comebacks in recent years—but few models have returned with as much marketing buzz as the Renault 5. The French automaker this year orchestrated an attention-grabbing campaign to tease the new electrified version of R5, which was last sold in the mid-1980s.
To build hype, the effort from Publicis Conseil hid tiny images of the EV inside huge renditions of the R5 logo plastered on billboards that also included a QR code that sent fans to a preorder website. The outdoor campaign drew 1.4 billion impressions across Paris, Berlin and Milan, and drew 3,904 orders before the R5 was even officially unveiled, according to the agency.