The One Show
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Learn more about The One Show 2026
Category
Business Transformation
Annual ID
OS25_PR044M
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.
- Create proximity with the French, via a strong social action & direct engagement.
- Reignite Renault Group’s image as a socially engaged company vs for profit only rivals like Stellantis and VW.
• 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.
- Create proximity with the French, via a strong social action & direct engagement.
- 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 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.
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.
- 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
-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
21000 visits on the platform in the first week.
50 Cars to Work dealerships in mobility deserts.
6000 Cars to Work available by 2025.
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
21000 visits on the platform in the first week.
50 Cars to Work dealerships in mobility deserts.
6000 Cars to Work available by 2025.
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
2025 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Conseil / Paris
Art Director
Marie Donnedieu
Chief Creative Officer
Marco Venturelli
Copywriter
Guillaume Sabbagh
Executive Creative Director
Gabriel Gherca
Romulus Petcan
Global Chief Marketing Officer
Arnaud Belloni
Global Strategy Director
Philippe Martin-Davies
Account Director
Laurent Enet
Client Lead
Gaëlle Morvan
Digital Project Manager
Chloé Frappereau
Directrice Agency Producer
Caroline Petruccelli
Global Client Lead
Hugues Reboul
Post Producer
Dehia Oussana
Samuel Rouet
Thomas Savary
President Publicis France
Agathe Bousquet
President/CEO Leo CCO Publicis France CEO/CCO Publicis Conseil
Marco Venturelli
Strategic planner
Kayla Shenassa
TV PRODUCER
Benjamin Auberdiac
VP Creative Marketing
Claudine Borel
VP, Renault Brand Content Creation
Laurent Aliphat
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