Renault DM MAGNIFYING GLASS 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 November 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: RENAULT
Product/Service: MEGANE
Date of First Appearance: Nov 21 2009 12:00AM
Creative Director: Mark Buckingham (Publicis Dialog)
Senior Writer: Paul Bennett (Publicis Dialog)
Art Director: Stuart Gillespie (Publicis Dialog)
Senior Account Manager: Emma McCrea (Publicis Dialog)
Senior Data Planner: Daniel Hodgkiss (Publicis Dialog)
Media placement: Direct Mailing - Mailing - quantity tbc - 21st November 2008

Describe the brief/objective of the direct campaign.
The designers at Renault put an awful lot of time and energy into refining practically every part of the old Mégane to create the New Mégane. The aim of this brief was to Demonstrate to fleet managers the attention to detail that makes the new Mégane Hatch the most refined car in it’s class. In doing so we would improve brand perception and make fleet managers consider the New Mégane for their fleet.

Explain why the creative execution was relevant to the product or service.
Having undergone an extensive re-design, every part of the New Mégane had been refined to the smallest detail. The most convincing way to communicate this to our customers was to give them the opportunity to see it for themselves. The headline on the brochure introduced this perfectly. The twenty, matt-laminated pages of detailed pictures that followed gave fleet managers more than enough opportunity to get up close and personal using their magnifying glasses. Every car manufacturer claims that their products are the best. We were prepared to prove it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Fleet managers received a box inviting them to take a closer look at the New Mégane. Inside, a photographer’s eyeglass is held precisely over an A4 brochure, magnifying the tiny headline ‘The New Mégane. Refined to the smallest detail.’ The idea is taken the whole way through the brochure, with photographs of the car inviting closer inspection and all type rendered in 4 point. Only the terms and conditions are set at a legible size, titled: “The large print”.

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 4 weeks following the mailing there was an average uplift in visits to the Renault Corporate website of 49%, peaking in week 4 at an 80% uplift.