Gamified event booth scores a 63% engagement rate for Renault’s mobility brand, Mobilize
Success Stories
Mobilize is a business unit of the Renault Group, the well-known French car brand.
Their offerings are aimed at car sharing and delivery businesses, and include purpose-designed electric vehicles (EVs) and charging facilities, as well as a range of software and services concerned with finance, subscriptions, data processing, maintenance, and recycling.
Mobilize was formed in 2021 under the premise that vehicle-ownership is no longer the preferred option of drivers. Its stated goal is to “maximise car usage with simplified, more sustainable and accessible mobility journeys for people and goods, while reducing the environmental impact.”
The challenges
🎯Mobilize had a booth at VivaTech, Europe’s biggest annual technology conference held in Paris, France. With more than 1,500 fellow exhibitors, including tech giants like Google and Microsoft, as well as a multitude of exciting startups all keen to make the most of the opportunity, the main challenge was to capture and hold audience attention.
Their goals broke down to:
- Raising brand awareness
- Educating a qualified audience about their products and services
- Adding an extra layer of engagement to their event booth
- Appealing to a diverse audience
📱 Games and gamification experiences “by Drimify”
Mobilize opted for Drimify’s Dynamic Path™ – a powerful experience builder that can combine multiple customised game engines to keep audiences engaged in branded storytelling for longer.
Additionally, with an event like VivaTech, where the focus is on technology and innovation, a longer style of experience was well suited to the occasion, and the expected profile of attendees: naturally curious, and there to learn.
Experiences that are completely customisable to event requirements
Mobilize were able to easily create their Dynamic Path™ in multiple languages in order to better cater to the global audience, as Drimify offers multilingual support – where you can clone an experience and set the user interface to your choice of over 30 languages, meaning you only need to get your copy translated.
Their “Energy & Data for Change” experience began with a Personality Test to determine which language participants would rather play in, and then took them to the start screen in that language.
The start screen displayed the 6 steps or levels in a circular graphic, mimicking the classic symbol for recycling and sustainability – well suited to the themes of that edition of VivaTech, which included the race to net zero emissions, and the future of mobility.
With each completed level, players travelled upwards, passing by futuristic representations of Mobilize’s mobility products and services to serve as an evolving visual representation of their progress through the user journey. These little details are key to maintaining user attention over longer-form gamification experiences, particularly at high traffic events where you’re in constant competition for eyeballs and focus.
Results and KPIs
Key figures 🚀
- 63% engagement rate showing that they were able to capture audience attention in a highly competitive environment
- Thousands educated in multiple languages on Mobilize’s home, business, and road charging solutions
Objectives achieved 😎
- Increased brand awareness to a highly qualified audience including relevant professionals, as well as the broader public on the final open day
- More enticing event booth achieved through a diverse offering, including gamification
Renault Group has always innovated to make mobility and new technologies accessible to the widest possible audience. Our presence at Viva Tech, Europe’s leading innovation event, on 7 stands with 21 projects in conjunction with 12 partners, is an obvious choice for the group, which positions itself as a technology company, and an opportunity for us to share our vision of the mobility of tomorrow.
Luca de Meo, CEO of Renault Group
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