Renault DM NO ROAD CAN RESIST by Cp Proximity - Red Pentamark Spain

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NO ROAD CAN RESIST

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Industry Cars
Media Direct marketing
Market Spain
Agency Cp Proximity - Red Pentamark Spain
Creative Director Pilar De Giles, Sara Mansouri
Art Director Cristina Luna
Copywriter Jose Cope
Account Supervisor Estefanía Piñeiro
Released March 2011

Awards

Caples Awards 2011
Direct Mail & Print Direct mail, flat (10,001 to 100,000 pieces) Bronze

Credits & Description

Category: Flat Mailing
Advertiser: RENAULT
Product/Service: RENAULT LAGUNA
Agency: CP PROXIMITY - RED PENTAMARK
Creative Director: Pilar de Giles (Orbital Proximity)
Creative Director: Sara Mansouri (Orbital Proximity)
Client Services Director: Silvia Corominas (Orbital Proximity)
Art Director: Cristina Luna (Orbital Proximity)
Copywriter: Jose Cope (Orbital Proximity)
Account Supervisor: Estefania Piñeiro (Orbital Proximity)
Executive Account: Pilar Paniagua (Orbital Proximity)
Production Manager: Gemma Selga (Orbital Proximity)
Media And Advertising Manager: Juan Francisco Gómez Álvarez-Arenas (Renault España Comercial)
Media placement: MAILING - CLIENTS - MARCH 2011

Describe the brief/objective of the direct campaign.
Renault launched 4CONTROL, a 4-wheel steering system that provides better grip and stability on curves and sharper handling.
The targets for the sedans in Spain expect cars to have the latest innovations like this but don't want to deal with ‘technical’ information. This targets are particularly loyal to the ‘sedan’ models, which means that we had an opportunity to reach our current Laguna owners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to let the people on our database interested in sedans, (with cars 7/8 years old and highest renewal potential ) know about this technological innovation. So, how could we communicate the advantages of 4control without being ‘too technological’?
Our task was clear: it was imperative to transmit the advantages of such a powerful system in a really simple way.

Explain why the creative execution was relevant to the product or service.
The strength of the creativity is its simplicity; we used the mailing design itself to make a live demo!
The client opened the envelope to find a flat piece where only a sinuous road was visible. But much to his surprise, the mailing was opened to reveal that the snaking road turned into the easiest thing in the world to drive: an open stretch of road.
It's that simple: with 4control No Road Can Resist.

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 mailing was sent to 41,000 Renault clients, selecting those potentially interested in sedans.
A total of 102 people purchased a vehicle from the new Laguna line over the course of the campaign. A significant figure considering current automobile market conditions in Spain.