Havas Play UK Appointed to Lead Renault’s STARS and 5TARS Ambassador Programmes for Iconic New ETech Models

Havas Play UK has been appointed by Renault to lead its flagship ambassador programmes STARS and 5TARS, supporting the launch of the new Renault 5 ETech electric model and the Renault 4 ETech electric icon. The appointment follows a competitive pitch and represents a significant step in combining culture, creativity and mobility. 

Havas Play UK will oversee the full programme from talent scouting and cultural insight to creative development, content production, and complete activation across media, PR, social platforms, events and partnerships. The team will deliver an integrated campaign designed to build meaningful connections between Renault’s electric range and contemporary cultureshaping audiences. 

This partnership aligns with Renault’s next phase of electric mobility growth. The company has invested more than €10 billion in new electric models, with electric vehicles now representing 20 percent of Renault Group’s European sales. Both the Renault 4 ETech and the Renault 5 ETech reflect expressive design, accessibility and innovation. 

Cultural storytelling for a new generation of electric drivers 

The STARS and 5TARS programmes are designed to create culturally relevant engagement with two key audiences:
• STARS engages people aged 25 to 54
• 5TARS engages people aged 25 to 35 

Rooted in Renault’s French electric pop identity, the programmes unite creators, communities and brand moments within a connected cultural platform that supports longterm engagement. 

A strong start to 2026 for Havas Play 

This appointment reinforces Havas Play’s leadership in culturally driven brand experience across entertainment, sport, gaming and community activation. 

Campaign UK covered the announcement, and programme activity will begin rolling out from early 2026. 

Watch this space. 2026 is going to be electric. ⚡