This billboard reduces the price of Renault's electric cars when pollution levels go up
Publicis created the outdoor project to run in Bucharest
Editor's Pick
Renault has been encouraging Romanians to think about buying one of its electric Renault Zoe models with a responsive billboard that reduces the price in line with rising pollution levels.
The digital "DisCO2unt Billboard," created by Publicis Romania, was erected in Bucharest, which, according to the TomTom Traffic Index, is one of the most polluted capitals in Europe and the most congested city on the European continent. According to the agency, the campaign, which ran in April, targeted the many Romanians who are put off buying an electric car by the prices.
The billboard was connected to pollution sensors placed in high-traffic areas around the city, and a custom-made algorithm was created that discounts the price of the car to correspond to levels of pollution at any given time of day. The higher the level, the more the price is reduced. Prices changed every six minutes and anyone could claim the discounted price on the spot using their smartphones and then go straight to the dealership.
Credits
- Date
- Jun 04, 2019
- Client :
- Renault
- Agency :
- Publicis-Bucharest
- Chief Creative Officer Romania, Central & Eastern Europe :
- Jorg Riommi
- Executive Creative Director :
- Dan Frinculescu
- Group Creative Director :
- Romulus Petcan
- Group Creative Director :
- Gabriel Gherca
- Programmer :
- Constantin Bunica
- Digital Art Director :
- Sherin Arabo
- Digital Account Director :
- Ana Banica
- Motion Graphics :
- Vlad Socianu
- Group Account Director :
- Lucian Gavril
- Client Service Director :
- Catalin Albu
- Planner :
- Miruna Baias
- AV Production Director :
- Camelia Efrimov
- Director :
- Lawrence Jacomelli
Need a credit fix? Contact the Creativity Editors
Related work

Renault: Renault's 'Plug Inn' app connects EV drivers with local charging station owners

Renault: Renault tells you not to drive its latest hybrid

Renault: Renault's 'Electric Village' wins Cannes Outdoor Grand Prix
