Cars to Work

Background: Situation : • 4 out of 10 French people live in mobility deserts, areas with zero public transport. • In mobility deserts, having a car is the ability to earn a living. • Mobility deserts have higher unemployment than the national average. • Renault Group is committed to mobility for all, cars that are socially-inclusive. Brief : Address mobility barriers for employment using Renault Group’s resources. Objectives: Tackle a social inclusion problem, that is mobility-related & only cars can fix. People Behaviour: Change how people engage with job offers in mobility deserts. Brand image: - Create proximity with the French, via a strong social action and through emotional storytelling. - Reignite Renault Group’s image as a socially engaged company vs for profit only rivals like Stellantis and VW. Creative Idea: Renault Group launches “Cars to Work” Cars to Work is an offer that provides cars for free to people during their job 3-month trial period. Cars that they only start to pay at affordable conditions once their job is secured. Cars made accessible to those who need them the most, in partnership with the French Public Employment Service. Cars to Work is an offer accessible through a new dedicated ecosystem: -Cars to Work network of 50 dealerships in mobility deserts across France -FranceTravail.fr (French public employment service) pushes the offer with new job posts - Adie, Caisse d'Epargne, Parcours Confiance provide the innovative financing solution -Renault, Dacia & Renew brands making 6000 cars available -National campaign that ran on French TV, in the National and Regional Press, and online Insights & Strategy: The strategic process engaged different partners: - FranceTravail.fr, the French public employment service, to understand the link between mobility deserts & employment - Adie, Caisse d'Epargne, Parcours Confiance to understand car financing hurdles - Representatives of garages and dealerships for building support This process led to an insight: “No Car, no job. No job, no loan. No loan, no Car.” 54% of French job-seekers have turned down a job offer because of mobility issues. And in France, a new job starts with a 3-month trial period where you can be fired any time, so you are not eligible for car loans. “No Car, no job. No job, no loan. No loan, no Car.” A vicious circle for society’s most fragile, a creator of social exclusion. A vicious circle that Renault Group could break with this unique and new offer dedicated to people in trial period who can’t buy a car. Execution: Cars to Work is an offer accessible through a new dedicated ecosystem: -Cars to Work network of 50 dealerships in mobility deserts across France -FranceTravail.fr (French public employment service) pushes the offer with new job posts - Adie, Caisse d'Epargne, Parcours Confiance provide the innovative financing solution -Renault, Dacia & Renew brands making 6000 cars available -National campaign that ran on French TV, in the National and Regional Press, and online Results: Business impact 6000 Cars to Work available the first year. 50 Cars to Work dealerships in mobility deserts. People & social inclusion impact - 94% of beneficiaries consider that their car has helped them to find or secure their job. - The proportion of beneficiaries working permanent jobs was multiplied by 2.5. - 83% of the beneficiaries felt a positive impact on their professional life and 96% on their personal life. Reach Campaign reached 8.8 million French -32 million online video impressions & 17 million online videos completed to 100% -68 GRP on TV, 35% coverage of socio-economic workforce - 588k press ads run +50% new visitors every-day to the Cars to Work website during launch week As you read this…French job seekers find the Cars to Work offer on FranceTravail.fr