Renault DM DRIVING INSTRUCTOR PACK by Publicis Dialog London

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Publicis Dialog London
Creative Director Mark Buckingham
Art Director Stuart Gillespie
Released March 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: RENAULT
Product/Service: RENAULT CLIO
Date of First Appearance: Mar 21 2009 12:00AM
Creative Director: Mark Buckingham (Publicis Dialog)
Art Director: Stuart Gillespie (Publicis Dialog)
Senior Writer: Paul Bennett (Publicis Dialog)
Senior Account Manager: Emma McCrea (Publicis Dialog)
Campaign Manager: Rebecca England (Publicis Dialog)
Media placement: Direct Mailing - Mailing - 21st November 2008

Describe the brief/objective of the direct campaign.
Driving school owners are as careful with their overheads as any small business. Purchasing a new car represents their biggest outlay and is not taken lightly. They also spend a large proportion of their lives in their cars. Whether it’s teaching, driving to appointments or simply for pleasure, the hours really add up. They need to know their car is comfortable, safe and resilient. Our target audience of non-Renault owners needed to be convinced that they would get genuine value for money if they were to buy a Clio as their tuition vehicle.

Explain why the creative execution was relevant to the product or service.
The campaign showed our audience that Renault implicitly understands their jobs, their working environment and what they require from a tuition vehicle. It was also an intriguing and unusual piece to receive, with immediate standout value.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Driving instructors across the country received a clipboard holding a completed Driving Test Report form, which has been subtly altered to make the Clio the test subject. Each section lists the Clio’s features and each receives a tick in the ‘pass’ box. The only fail comes alongside the price, which is rectified with a subsequent discount and new price, both of which receive a passing mark. When removed from the clipboard, the form opens to reveal a letter and more information. This was hoped to result in a 0.5% response rate and 100 sales from a 15,000 strong list.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In the worst year the automotive industry has ever seen, this pack still managed to sell 41 cars, resulting in just under half a million pounds of revenue.