{"id":276,"date":"2024-02-07T08:11:43","date_gmt":"2024-02-07T08:11:43","guid":{"rendered":"https:\/\/demo.bosathemes.com\/bosa\/digital-marketing\/?p=701"},"modified":"2026-06-03T10:15:45","modified_gmt":"2026-06-03T09:15:45","slug":"new-ideas-for-uplift-digital-market","status":"publish","type":"post","link":"https:\/\/thirdspacestrategy.com\/fr\/new-ideas-for-uplift-digital-market\/","title":{"rendered":"Renault- Concept de Strat\u00e9gie de Marque (Projet d'Atelier)"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"276\" class=\"elementor elementor-276\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-616d4e6 e-flex e-con-boxed e-con e-parent\" data-id=\"616d4e6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-49ef49b elementor-widget elementor-widget-text-editor\" data-id=\"49ef49b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Type<\/b><span style=\"font-weight: 400;\">: Projet de concept de strat\u00e9gie de marque<\/span><\/p>\n<p><b>Contexte<\/b><span style=\"font-weight: 400;\">: Atelier de strat\u00e9gie \/ projet acad\u00e9mique conceptuel<\/span><\/p>\n<p><b>R\u00f4le<\/b><span style=\"font-weight: 400;\">: Strat\u00e9gie de marque &amp; d\u00e9veloppement de concept de campagne<\/span><\/p>\n<p><b>P\u00e9rim\u00e8tre : Recherche audience, positionnement de marque, strat\u00e9gie de campagne, \u00e9cosyst\u00e8me de contenu, d\u00e9veloppement de concepts cr\u00e9atifs<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ce projet de strat\u00e9gie conceptuelle explore comment Renault pourrait \u00e9voluer d\u2019une marque automobile fonctionnelle vers une marque cr\u00e9ant une v\u00e9ritable connexion \u00e9motionnelle avec les jeunes conducteurs et primo-acc\u00e9dants.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le travail s\u2019est concentr\u00e9 sur l\u2019identification d\u2019un insight culturel et \u00e9motionnel fort autour de l\u2019ind\u00e9pendance, et sa traduction en un positionnement de marque scalable ainsi qu\u2019en un \u00e9cosyst\u00e8me de campagne coh\u00e9rent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019objectif \u00e9tait de construire une plateforme de communication guid\u00e9e par la strat\u00e9gie, ancr\u00e9e dans l\u2019identit\u00e9, la libert\u00e9 et les codes de la culture jeune contemporaine.<\/span><\/p>\n<h4>Strat\u00e9gie de Marque et Positionnement<\/h4>\n<h5><span style=\"font-weight: 400;\">D\u00e9fi<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Renault est largement per\u00e7ue comme une marque automobile pratique et fonctionnelle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Challenge<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Renforcer la r\u00e9sonance \u00e9motionnelle aupr\u00e8s des audiences jeunes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cr\u00e9er une pertinence plus forte pour les primo-acc\u00e9dants<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Passer d\u2019une mobilit\u00e9 fonctionnelle \u00e0 une valeur de marque \u00e9motionnelle et lifestyle<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Construire un syst\u00e8me de positionnement adaptable \u00e0 diff\u00e9rentes campagnes et plateformes<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Orientation strat\u00e9gique<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Nous avons positionn\u00e9 Renault comme :<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une marque qui accompagne les jeunes conducteurs dans leurs premi\u00e8res exp\u00e9riences d\u2019ind\u00e9pendance, d\u2019identit\u00e9 et de libert\u00e9.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Id\u00e9e cl\u00e9<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">La premi\u00e8re voiture ne se limite pas \u00e0 un moyen de transport.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Elle repr\u00e9sente :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">l\u2019ind\u00e9pendance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">l\u2019identit\u00e9<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">la libert\u00e9<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">l\u2019appartenance sociale<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">le d\u00e9but de l\u2019\u00e2ge adulte<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Audience<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Jeunes primo-acc\u00e9dants, caract\u00e9ris\u00e9s par :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une recherche d\u2019ind\u00e9pendance et d\u2019expression de soi<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un mode de vie orient\u00e9 exp\u00e9rience et social<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une sensibilit\u00e9 budg\u00e9taire mais une forte aspiration<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un attachement aux moments charni\u00e8res de vie<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Personnalit\u00e9 de marque<\/span><\/h5>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chaleureuse<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Accessible<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ludique<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00c9nergique<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Valorisation de l\u2019autonomie<\/span><\/li>\n<\/ul>\n<h4><strong>Recherche &amp; insights audience<\/strong><\/h4>\n<h5><span style=\"font-weight: 400;\">R\u00f4le<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Recherche sur les audiences et la perception de la marque afin d\u2019identifier les d\u00e9clencheurs \u00e9motionnels li\u00e9s \u00e0 la premi\u00e8re voiture.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Axes d\u2019analyse<\/span><\/h5>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ind\u00e9pendance et aspirations de style de vie<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Symbolique \u00e9motionnelle de la premi\u00e8re voiture<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Contraintes financi\u00e8res et accessibilit\u00e9<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identit\u00e9 sociale et sentiment d\u2019appartenance<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Constats cl\u00e9s<\/span><\/h5>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La libert\u00e9 est fortement li\u00e9e \u00e0 l\u2019ind\u00e9pendance vis-\u00e0-vis du cadre familial<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La voiture est souvent un marqueur d\u2019identit\u00e9 et d\u2019inclusion sociale<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le storytelling \u00e9motionnel est plus impactant que les messages techniques aupr\u00e8s des jeunes audiences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le prix reste important, mais l\u2019aspiration est le principal moteur de connexion \u00e9motionnelle<\/span><\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-16a4ad1 e-grid e-con-full e-con e-parent\" data-id=\"16a4ad1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bc7e785 elementor-widget elementor-widget-image\" data-id=\"bc7e785\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from questionnaire 1\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI4OSwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMjUuNTgucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58-1024x546.png\" class=\"attachment-large size-large wp-image-1289\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58-1024x546.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58-300x160.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58-768x410.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58-18x10.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.25.58.png 1192w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3b0d4a elementor-widget elementor-widget-image\" data-id=\"b3b0d4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from the questionnaire 2\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI5MSwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMjcuNDgucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"450\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48-1024x450.png\" class=\"attachment-large size-large wp-image-1291\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48-1024x450.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48-300x132.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48-768x337.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48-18x8.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.48.png 1180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa19f27 elementor-widget elementor-widget-image\" data-id=\"aa19f27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from questionnaire 3\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI5MCwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMjcuMTQucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"450\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14-1024x450.png\" class=\"attachment-large size-large wp-image-1290\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14-1024x450.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14-300x132.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14-768x337.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14-18x8.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.27.14.png 1180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2585b78 elementor-widget elementor-widget-image\" data-id=\"2585b78\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from questionnaire 4\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI5MiwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMjguMTQucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"450\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14-1024x450.png\" class=\"attachment-large size-large wp-image-1292\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14-1024x450.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14-300x132.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14-768x337.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14-18x8.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.28.14.png 1180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-778c3fa elementor-widget elementor-widget-image\" data-id=\"778c3fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from the questionnaire 5\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI5MywidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMjkuMzgucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"450\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38-1024x450.png\" class=\"attachment-large size-large wp-image-1293\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38-1024x450.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38-300x132.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38-768x337.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38-18x8.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.29.38.png 1180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bbc37fc elementor-widget elementor-widget-image\" data-id=\"bbc37fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Sample question from the questionnaire 6\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTI5NCwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9TY3JlZW5zaG90LTIwMjYtMDUtMzEtYXQtMTcuMzAuMzMucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"877\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33-1024x877.png\" class=\"attachment-large size-large wp-image-1294\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33-1024x877.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33-300x257.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33-768x658.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33-14x12.png 14w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Screenshot-2026-05-31-at-17.30.33.png 1198w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f3aa705 e-flex e-con-boxed e-con e-parent\" data-id=\"f3aa705\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-857526d elementor-widget elementor-widget-text-editor\" data-id=\"857526d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><strong>Strat\u00e9gie de plateforme de campagne<\/strong><\/h4><h5>R\u00f4le<\/h5><p>D\u00e9veloppement d\u2019un \u00e9cosyst\u00e8me de campagne scalable structur\u00e9 autour du storytelling \u00e9motionnel et de l\u2019engagement communautaire.<\/p><h5>Cadre strat\u00e9gique<\/h5><p>Le syst\u00e8me de communication a \u00e9t\u00e9 structur\u00e9 selon le framework :<\/p><p><strong>HERO \u2013 HUB \u2013 HYGI\u00c8NE<\/strong><\/p><h5>HERO<\/h5><p>Campagnes de storytelling \u00e9motionnel \u00e0 grande \u00e9chelle<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-da05fc7 e-con-full e-flex e-con e-parent\" data-id=\"da05fc7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-bd90afb e-con-full e-flex e-con e-child\" data-id=\"bd90afb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c3048c elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"5c3048c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Hero campaign idea 1\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTMwOCwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC8xOC5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-1024x576.png\" class=\"attachment-large size-large wp-image-1308\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-1024x576.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-300x169.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-768x432.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-1536x864.png 1536w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18-18x10.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/18.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5ef04b0 e-flex e-con-boxed e-con e-parent\" data-id=\"5ef04b0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ba691b3 elementor-widget elementor-widget-text-editor\" data-id=\"ba691b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5>HUB<\/h5><p>Contenus culturels et communautaires favorisant l\u2019engagement<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e682505 e-flex e-con-boxed e-con e-parent\" data-id=\"e682505\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-585b450 e-con-full e-flex e-con e-child\" data-id=\"585b450\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d1a7a85 elementor-widget elementor-widget-image\" data-id=\"d1a7a85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Hub campaign idea 2\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTMxNywidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9SZW5hdWx0LnBuZyJ9\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1024x576.png\" class=\"attachment-large size-large wp-image-1317\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1024x576.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-300x169.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-768x432.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1536x864.png 1536w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-18x10.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d264c4d e-con-full e-flex e-con e-child\" data-id=\"d264c4d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-999ca80 elementor-widget elementor-widget-image\" data-id=\"999ca80\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Hub campaign idea 1\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTMwOSwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC8xOS5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-1024x576.png\" class=\"attachment-large size-large wp-image-1309\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-1024x576.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-300x169.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-768x432.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-1536x864.png 1536w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19-18x10.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/19.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7f87df4 e-flex e-con-boxed e-con e-parent\" data-id=\"7f87df4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7317330 elementor-widget elementor-widget-text-editor\" data-id=\"7317330\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5 style=\"font-style: normal; color: #0f172a;\">HYGI\u00c8NE<\/h5><p style=\"font-size: 16px; font-style: normal; font-weight: 400;\">Communication utilitaire et informative en continu (always-on)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-65c6ec1 e-flex e-con-boxed e-con e-parent\" data-id=\"65c6ec1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5cda6c4 e-con-full e-flex e-con e-child\" data-id=\"5cda6c4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9410612 elementor-widget elementor-widget-image\" data-id=\"9410612\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Hygiene campaign idea\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MTMxOCwidXJsIjoiaHR0cHM6XC9cL3RoaXJkc3BhY2VzdHJhdGVneS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzAyXC9SZW5hdWx0LTEucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-1024x576.png\" class=\"attachment-large size-large wp-image-1318\" alt=\"\" srcset=\"https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-1024x576.png 1024w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-300x169.png 300w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-768x432.png 768w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-1536x864.png 1536w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1-18x10.png 18w, https:\/\/thirdspacestrategy.com\/wp-content\/uploads\/2024\/02\/Renault-1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d45532a e-flex e-con-boxed e-con e-parent\" data-id=\"d45532a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-439a2fa elementor-widget elementor-widget-text-editor\" data-id=\"439a2fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong style=\"font-size: 1.5rem; font-style: inherit;\">R\u00e9sultat<\/strong><\/h5><ul><li aria-level=\"1\">D\u00e9finition d\u2019une strat\u00e9gie de repositionnement \u00e9motionnel claire pour une marque automobile historique<\/li><li aria-level=\"1\">Construction d\u2019un \u00e9cosyst\u00e8me de communication et de campagne scalable<\/li><li aria-level=\"1\">Traduction des insights audience en concepts de contenu et de storytelling actionnables<\/li><li aria-level=\"1\">Renforcement de la compr\u00e9hension des syst\u00e8mes de communication de marque pilot\u00e9s par la strat\u00e9gie<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Type: Brand Strategy Concept Project Context: Strategy Workshop \/ Conceptual Academic Project Role: Brand Strategy &amp; Campaign Concept Development Scope: Audience Research, Brand Positioning, Campaign Strategy, Content Ecosystem, Creative Concept Development This conceptual strategy project explored how Renault could evolve from a functional automotive brand into one that connects emotionally with younger, first-time drivers. The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[],"tags":[],"class_list":["post-276","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Renault \u2014 Brand Strategy Concept (Workshop Project)<\/title>\n<meta name=\"description\" content=\"Type: Brand Strategy Concept Project Context: Strategy Workshop \/ Conceptual Academic Project Role: Brand Strategy &amp; 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