Saatchi & Saatchi India has launched an innovative on-ground gaming activation to mark the debut of Renault’s all-new Kiger, further strengthening the brand’s positioning of ‘Rethink Performance, Rethink Kiger.’
The activation turned spectators into participants, by transforming the traditionally passive OOH medium into an interactive one. Conceptualised by Saatchi & Saatchi India and executed by Digitas India, it gave people a first-hand feel of the Kiger’s speed, agility, responsiveness and performance through a gamified simulation that blended physical engagement with digital interactivity.
The activation ran from 23rd to 29th September at DLF CyberHub, Gurugram. Participants scanned a QR code that turned the digital billboard into an interactive gaming screen, with their mobile phones acting as controllers. Players navigated a minute-long course packed with sharp turns, narrow lanes, and tricky obstacles, creating an engaging experience for both players and onlookers.
Adding to the buzz, RJ Naved joined the campaign, challenging participants to beat his high score and amplifying the excitement. The interactive campaign generated over 500,000 views, trended as the 4th topic on X, and drove strong positive sentiment through social media and influencer collaborations.
Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, said, “With the launch of the new Kiger, our task was to pivot the brand’s positioning from design to performance and get people to see the car with fresh eyes. The playable billboard is an eye-catching innovation that combines the visibility and scale of outdoor with the interactivity of gaming.”
Francisco Hidalgo Marques – VP Sales & Marketing, Renault India, added “At Renault, innovation goes beyond our cars, it’s about how we connect with people. Under the ‘Rethink’ umbrella, this activation turned a product showcase into an immersive gaming experience, highlighting the Kiger’s agility and performance while redefining how consumers experience the brand. Riding the on-ground buzz, the Kiger Challenge hit the digital track, letting everyone feel the rush, anytime, anywhere.”
Following the overwhelming response at the venue, the Kiger Challenge expanded online through playable digital ads, allowing users to take the challenge and experience the car’s performance from anywhere.
