Electric cars - coming to an iPhone near you (again)
Friday 03 December 2010
Renault is to be the first European brand to use Apple's iAds when it launches the marketing campaign for the new Twizy Z.E. December 2, becoming the second automaker to use the platform to advertise electric cars.
The French automaker confirmed December 1 that it will run an interactive advert on the iPhone and iPod Touch platforms, allowing users to explore the 2-seater Twizy Z.E. electric vehicle, due to be launched a year from now.
Users will be able to play with "engaging features" such as seeing how much the EV will charge while doing activities such as getting a haircut or working out, shaking their device to see various Twizy Z.E. designs and pre-reserving the vehicle online.
Although the Twizy Z.E. has only been introduced as a concept so far, Renault expects the vehicle to join its all-electric lineup, which also includes the Fluence Z.E. and Kangoo Z.E., next year.
It is aimed at young, early-adopter urbanites and will compete with vehicles such as the Smart Fortwo Electric for a share of the rapidly-growing urban EV market.
Renault said that by launching the Twizy Z.E.'s marketing using iAds, it was "acknowledging Apple users as being at the forefront of mobility."
The new adverts from Apple have been hailed as a revolution in advertising by some in the marketing industry and are seen as a powerful medium through which brands can engage with mobile users.
Renault is following in the footsteps of its partner Nissan, which ran some of the first iAds in the US and was briefly showcased by Apple CEO Steve Jobs when the iAd platform was launched.
The Japanese brand told the Wall Street Journal earlier this year that iAds resulted in higher user interest than traditional mobile marketing.
See the Nissan Leaf iAd in action: http://www.youtube.com/watch?v=F9fOuPwrqHc
See the Renault Twizy Z.E. iAd in action: http://www.youtube.com/watch?v=CVxKzcx4cH4
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