Observation: Renault is now pledging to change their conception of future mobility. Their “Drive the Change” campaign represents a gradual value shift from “belonging/ownership” to the “use” of mobility. The creation of the signature Eco2 has long allowed scientists to address environmental issues.
Issue: In 2001, Renault faced a major problem—justifying their choice of the ZE (Zero Emission) vehicle. The “all-electric” component raised questions that had nothing to do with the usual conversations on consumption and eco-design. To champion the “Zero Emission” ideology means being prepared to discuss such topics as the energy mix of a country and analyzing the life cycle of an electric vehicle, which are very complex concepts in a world where one must “think globally and act locally.”
Parta’s Intervention: It’s impossible to defend these values within the traditional 30-second commercial. PARTA instead created a dialogue platform, Eco-mobilty.tv, animated and moderated by a third party that already manages sustainable development communities such as Alternative Channel. This debate space legitimizes the company’s participation in the dialogue and marks their engagement within the appropriate communities. In 2011 a special effort is being made on editorial action at the heart of pertinent discussions.
Project : ecomobility.tv