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Renault’s distinctive Twizy – the electric tandem with its one-of-a-kind styling – is clearly in tune with its potential audience.
At the Geneva Motor Show, Renault announced a partnership with Cathy and David Guetta, one of Europe’s hottest music making couples. Double Grammy Award winner David, along with his artistic director and club organiser wife Cathy, are to become Renault Twizy Ambassadors and will play a leading role in the launch of the car this spring.
Under the heading ‘Plug into the positive energy’, the global campaign will include its own David Guetta soundtrack. And there’ll be an all-new digital experience for lovers of electronic music – a 3D sound developed especially for the campaign and available on www.twizy.renault.com.
The man recently voted the World’s best DJ will kick off the launch with a specially edited version of the song Alphabeat from his latest album Nothing But The Beat. And later this month there’ll be a special David Guetta video called Alphabeat – Plug into the Positive Energy created by leading music video maker So Me.
David is upbeat about Twizy. “It’s fantastic to play a part in a future-looking project,” he said. And Cathy agrees: “We are delighted to be part of the electric revolution, especially with a car so cool, cute and fresh as Twizy.”
Given Twizy’s plug-in roots, it should come as little surprise that the internet will feature heavily in the ‘Positive Energy’ campaign. David’s video will include a version developed exclusively in interactive format, accessed via Facebook. It will be revealed at a special private soirée in Paris later this month and will be followed by a global Renault Twizy ad campaign which launches in the spring.
Why the internet? One look at David’s own digital following should be enough to explain that. He has nearly 30 million Facebook friends, almost one billion videos watched on YouTube and 3.7 million followers on Twitter. And he’s the most downloaded artist on musical platforms in Europe. The energy really is positive!
(L-R) Alliance CEO Carlos Ghosn on stage with the Guettas and Steve Norman, Renault's global marketing and communications director
(L-R) David Guetta, Cathy Guetta and Steve Norman