MUMBAI: Saatchi & Saatchi India has introduced an on-ground gaming activation to promote Renault’s new Kiger, reinforcing the brand’s “Rethink Performance, Rethink Kiger” positioning.
Developed by Saatchi & Saatchi India and executed by Digitas India, the activation transformed a digital billboard into an interactive gaming experience, allowing participants to engage directly with the Kiger’s attributes of speed, agility, and responsiveness. The campaign took place from September 23 to 29 at DLF CyberHub in Gurugram.
Participants scanned a QR code that turned the billboard into a gaming screen, using their mobile phones as controllers to navigate a one-minute course featuring tight turns and obstacles. The event attracted strong engagement, with RJ Naved joining the challenge and encouraging players to beat his score. The campaign generated over 500,000 views, trended as the fourth topic on X, and received positive social media traction.
Kartik Smetacek, Chief Creative Officer at Saatchi & Saatchi India, said the activation aimed to shift the Kiger’s perception from design to performance. “The playable billboard combines the visibility and scale of outdoor with the interactivity of gaming,” he said.
Francisco Hidalgo Marques, Vice President of Sales and Marketing at Renault India, said the initiative reflects Renault’s broader innovation approach. “Under the ‘Rethink’ umbrella, this activation turned a product showcase into an immersive gaming experience, highlighting the Kiger’s agility and performance while redefining how consumers experience the brand,” he said.
Following its success at the venue, the campaign expanded online through playable digital ads, allowing users to experience the Kiger Challenge remotely.
