- Renault used a reactive billboard for advertising the electric Scenic E-Tech in the UK.
- The ad is targeting Tesla, claiming that the cheaper Renault EV offers a longer range.
- When a Tesla approaches, the ad changes to bespoke messages such as “This is awkward”.
The Tesla Model Y might have lost its sales momentum in Europe but remains one of the most popular choices among EV buyers. Renault is trying to steal away some of its glory, with a “reactive” billboard advertisement for the new Scenic E-Tech in the UK.
The billboard borrows a quote from UK’s Auto Express, which used this title for the review of the French EV: “New Renault Scenic embarrasses Tesla Model Y on price and range”. However, the experience of viewing the ad is not the same for all drivers.
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The digital billboard can detect approaching Teslas, and automatically swap the cheeky title for a series of bespoke messages. Examples of Tesla-specific phrases include “This is awkward”, “Elong-ger”, and “You’re probably good at other things”.
The billboard is located at a popular charging station in London, which attracts loads of EV owners. Furthermore, videos will be shared on social media TikTok and Meta (Facebook / Instagram), making them accessible to a wider audience.
The campaign was developed in collaboration with creative agency Publicis London, a long-term partner of Renault UK.
The RWD-only Renault Scenic E-Tech Long Range is equipped with a 87 kWh battery pack, offering a WLTP range of 379 miles (610 km). This is 48 miles (77 km) more than the AWD Tesla Model Y Long Range and 96 miles (155 km) more than the entry-level RWD Tesla.
What Renault is avoiding to disclose that the entry-level Scenic E-Tech with the smaller 60 kWh battery has 260 miles (418 km) of range, or 23 miles (37 km) fewer than the base Tesla Model Y. The latter also has an advantage in terms of power, with 295 hp (220 kW / 300 PS) compared to Renault’s 168 hp (125 kW / 170 PS) or 215 hp (160 kW / 218 PS).
The Renault Scenic E-Tech currently has the upper hand in pricing, as it starts from £37,495 ($47,854) for the entry-level model, and £40,995 ($52,321) for the Long Range. For comparison, the equivalent trims of the Tesla Model Y start from £44,990 ($57,425) and £52,990 ($67,636), although the latter comes with AWD capability.
