Renault DM DRIVING SCHOOL by Publicis London

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DRIVING SCHOOL

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Publicis London
Creative Director Mark Buckingham
Art Director Stuart Gillespie
Copywriter Paul Bennett
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: RENAULT
Product/Service: AUTOMOBILE
Agency: PUBLICIS LONDON
Date of First Appearance: Mar 15 2010
Entrant Company: PUBLICIS LONDON, UNITED KINGDOM
Art Director: Stuart Gillespie (Publicis Dialog)
Copywriter: Paul Bennett (Publicis Dialog)
Creative Director: Mark Buckingham (Publicis Dialog)
Account Director: Pascal Meline (Publicis Dialog)
Project Manager: Louis Cubbon (Publicis Dialog)
Planner: Andrew Smith (Publicis Dialog)
Brand Communications Manager: Julien Regis (Renault UK)
Media placement: Direct Marketing - UK - 15.03.10

Describe the brief/objective of the direct campaign.

Vauxhall were already strong in the sector holding the BSM contract and Ford held the second biggest driving school contract nationally, supplying the AA with the Focus.

We aimed at independents and small private driving schools with between 1 and 5 cars to demonstrate that the Clio was not only a practical business choice, it was great to drive and comfortable to be a passenger in.

In total we talked to 1,330 existing Renault customers and 14,755 prospects at their home addresses which gave time to consider the detailed content at their own pace.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An unbranded and wedge-shaped package sought to intrigue.

Inside was a clipboard, holding what appeared at first glance to be a completed driving test form. On closer inspection there were subtle changes.

The driver taking the test was replaced with the Clio’s details. The instructor’s name was inserted in the ‘Tested for’ box. And instead of regular test criteria, each section listed the features desirable to a driving instructor. They all naturally received a ‘pass’ tick.

The only fail was alongside the price, which was rectified with a subsequent discount and new price, both of which receive a ‘pass’.

Explain why the creative execution was relevant to the product or service.
The pack spoke directly to driving instructors using a visual language they intimately understood and intuitively related to. Cleverly appropriated to describe the benefits of the Clio, the personalised form delivered on the clipboard, added cut-through and authenticity.

When removed the form folded out to reveal all necessary details and directed to a dedicated portal to arrange a test drive.

We engaged with our audience instead of interrupting them, by talking in a way that told them we understood who they were and what was important to them; spending their lives in their cars was better done in a Clio.

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.
The client’s target of 80 vehicle sales was smashed, with a whopping 1,549 new Clios purchased (exceeding the target by 1,936%) – representing a sales conversion rate of 3.5% versus the 0.5% client target of 80 vehicles.

In fact, many recipients bought more than one vehicle for their business. At £11,402.50 per Clio this amounted to £17.7 million worth of business for Renault.

Renault even received a call from The Driving Institution saying it was “the best thing received regarding advertising for a long time”.