Renault achieves incremental coverage in a cross-media campaign

The Brief

Renault aimed to create awareness of its new automotive model, the Renault Austral, among people who prioritize lifelong learning with a strong focus on their career and work-life balance. Renault also sought to connect with eco-conscious technology enthusiasts in their campaign. The brand opted for a cross-channel campaign that included Spotify as one the core digital platforms in their media mix.

In order to accurately measure and understand the value of Spotify as an advertising platform, Renault collaborated with Spotify along with partners Netquest and El Departamento to leverage FLUZO's innovative audio-matching technology. This provided a unified metric for all audiovisual media included in the campaign—highlighting the effectiveness of audio and Spotify compared to other formats and channels.

The Solution

To reach as many people as possible on Spotify, Renault chose to run a multi-format campaign that combined display, video, and audio ads. They also sponsored two of Spotify’s most popular playlists, Discovery Weekly and Release Radar, and delivered ads in podcast content via the Spotify Audience Network—allowing them to reach both free and premium listeners, as well as podcast listeners off Spotify.

The audio ads were produced by Spotify’s in-house creative experts, and measured by FLUZO—a third-party measurement solution—that allowed Renault to determine the effectiveness and the incremental reach of their Spotify campaign.

The Impact

The report revealed several findings that highlighted Spotify’s strong performance compared to other channels.

Additionally, Spotify’s influence on purchase consideration is especially notable among the 18-44 age group—significantly exceeding the impact seen through TV-only channels. The study showed almost half of the target audience is considering buying in the coming months.⁴

The Takeaway

The external study conducted by Renault shows Spotify’s contribution is key in effectively helping advertisers reach a distinct, receptive and valuable audience, through a range of advertising formats. It also found that Spotify maintains its presence during times when TV viewership decreases—and can deliver well-received ads that boost brand metrics like Purchase Consideration. To view the complete study results, you can download them here.