Renault
Overview
Renault, one of the leading automotive advertisers in France, manages national digital campaigns across a network of 650+ dealerships, coordinated through regional divisions and agency partner Publicis.
While campaigns were already localized (dealer info, offers), they lacked true product-level personalization—limiting relevance and flexibility at the dealership level.
Renault leveraged The COOL Company to enable scalable personalization while maintaining brand consistency.
Strategy
To maintain consistency across markets, while driving relevant advertising, Renault was able to achieve:
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Dealer-level personalization: Allowing dealerships to select which vehicles (new and used) to promote within national campaigns
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Automation at scale: Integrating live inventory, pricing, and location data to dynamically update creatives in real time
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Centralized + local collaboration: Enabling coordination between headquarters, regional divisions, and dealerships within one platform
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Streamlined workflows: Simplifying campaign creation, launch, and optimization through a self-service interface
This created a system where campaigns remained consistent at the brand level, while adapting dynamically to local market needs and inventory.
Results
Leveraging COOL, Renault was able to move from basic localization to true, scalable personalization—bridging national strategy with local execution.
High adoption for localized advertising
Immediate uptake across 650 dealerships
Scaled personalization
21 personalized used vehicle campaigns. 29 personalized new vehicle campaigns launched in 6 months.
Faster execution
Streamlined campaign launch and management processes
Greater local control
Increased autonomy and flexibility for dealerships
Consistent national + local alignment
One unified platform connecting all stakeholders
This system allows us to fully support our dealerships' business and present our best offers to internet users. This new tool is a significant step in Renault's support for its local network. We save valuable time with each campaign launch. We can autonomously choose the product content for our advertising banners.
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