Renault DM BIP BIP by Publicis Brussels

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Industry Cars
Media Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Aurore De Boncourt - Gilles De Boncourt
Copywriter Eric Becker - Marko Leus - Willem De Geyndt
Released April 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: ESPACE 25TH
Date of First Appearance: Apr 1 2010 12:00AM
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Copywriter: Eric Becker (Publicis Brussels)
Art Director: Gilles de Boncourt (Publicis Brussels)
Production Director: Christ Lannoy (Publicis Brussels)
Account Director: Myriam Baya (Publicis Brussels)
Account Manager: Nico Cornelis (Publicis Brussels)
Media placement: Stickers - Poles Behind Vehicles Around The City - 1 April 2010
Describe the brief/objective of the direct campaign.
Announce the launch of the Renault Espace 25th with Rear Parking Assist as standard. Create a buzz around this limited edition and its equipment.
Explain why the creative execution was relevant to the product or service.
The parking assistance system is particularly attractive for a large vehicle. Moreover, this equipment was exceptionally offered as standard on this limited edition. It was therefore interesting to accompany a more general campaign with this kind of equipment-oriented promotion.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created stickers to symbolise the parking assist system. We placed them very visibly on poles behind vehicles around the city, especially in the car parks of offices, fairs and exhibitions, near schools, in office areas, etc.
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.
Passers-by showed their curiosity about this campaign and the brand. They found the promotion very attractive and original. Dealers noticed a renewed interest in this model.