Paris-Charles de Gaulle Airport is decked out in the colours of the Renault 5 electric car

Renault has launched a major campaign to celebrate the electrifying return of the iconic Renault 5. In partnership with Extime JCDecaux Airport, the brand has set out to make the 100 per cent electric Renault 5 E-Tech – the flagship of its electric vehicle range – a must-see.

To mark the occasion, Renault launched a comprehensive airport media campaign, reaching French and international passengers throughout their journey through Terminals 2E and 2F at Paris-Charles de Gaulle Airport. Developed in collaboration with teams from OMD, Publicis Conseil and Extime JCDecaux Airport, this ambitious campaign featured a range of high-impact media solutions combining event-based, digital and iconic displays, covering a total advertising area of over 500 m².

To enhance the experience and engage with passengers, Renault set up a magnificent display stand allowing them to admire the elegant design of the Renault 5 – now a pop icon – from every angle. The car was displayed in transparent showcases, reminiscent of the packaging used for model cars.

In addition to its presence within the terminals, Renault also sought to make its mark by installing an iconic feature: a gigantic number 5 standing over 5 metres tall. This installation, which stood for two years alongside the motorway, raised the brand’s profile amongst travellers leaving the airport for Paris.

These facilities were seen by around 9.4 million passengers between 20 June and 8 September 2024.

“For its launch, we felt it was essential to give the Renault 5 an exceptional international showcase, and Paris-Charles de Gaulle Airport offers us this unique opportunity. Everything we have been doing since last December for the Renault 5 is helping to put the vehicle in the spotlight ahead of its arrival in showrooms this autumn, and the initiative at Paris-Charles de Gaulle has been carefully designed with both brand affinity and value creation in mind.”
Arnaud Belloni, Chief Marketing Officer, Renault

“We are delighted to have been able to support Renault in this extremely ambitious project to launch the electric Renault 5. By choosing Paris Aéroport, Renault aims to reach an engaged audience – both French and international – that is receptive to innovation and climate issues, all within an exceptional setting. I would like to commend the work of the teams involved in the project in organising this unprecedented, large-scale campaign, which will enable the brand to showcase its new model.”
Isabelle Fourmentin, Managing Director, Extime JCDecaux Airport

“A great deal of preparatory and coordination work has been carried out over the past year or so between the teams at Extime JCDecaux Airport, Renault and the agencies. Careful analysis was undertaken to select the most suitable locations and appropriate content in order to create this unique campaign.”
Remi Vernay, Account Director for Renault France at OMD

The following organisations contributed to the creation of this exceptional installation: OMD and its event display division Screenbase, Publicis Conseil, and Extime JCDecaux Airport.