Renault DM RADIO RECORDED IN THE BOOT by Lowe Ginkgo Montevideo

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Industry Cars
Media Direct marketing
Market Uruguay
Agency Lowe Ginkgo Montevideo
Director Martín Rodríguez
Creative Director Fernando De Clemente, Sebastián Mir
Art Director Pelayo Soria
Copywriter Jorge Gonzalez
Producer Patricia Churi, José Pedro Urrestarazu
Released June 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: RENAULT
Product/Service: RENAULT SYMBOL
Date of First Appearance: Jun 13 2009 12:00AM
Entrant Company: LOWE GINKGO, Montevideo, URUGUAY
Entry URL:
President / Chief Creative Officer: Gabriel Román (Lowe Ginkgo)
Creative Director: Sebastián Mir (Lowe Ginkgo)
Creative Director: Fernando De Clemente (Lowe Ginkgo)
Copywriter: Jorge González (Lowe Ginkgo)
Art Director: Pelayo Soria (Lowe Ginkgo)
Chief Digital Manager: Marcelo Montes de Oca (Lowe Ginkgo)
Producer: José Pedro Urrestarazu (Lowe Ginkgo)
Producer: Patricia Churi (Lowe Ginkgo)
Account Manager: Pablo Quartino (Lowe Ginkgo)
Account Manager: Gonzalo Gestoso (Lowe Ginkgo)
Director: Martín Rodríguez (REC)
Media placement: Radio Spot - Radio Carve CX16 - 13 June 2009
Media placement: Website - - 13 June 2009

Describe the brief/objective of the direct campaign.
The Renault Symbol is a sedan with a big 506 litre boot. To announce its arrival to Uruguay, the client requested we only do a radio spot due to their limited media budget.

Explain why the creative execution was relevant to the product or service.
Through the radio spot we caught the attention and curiosity of the public to enter the website, where they could know and see the car better.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We recorded the radio spot inside the boot and put the video up on . Note to the jury: The website is still online to see the complete video.

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.
37% of the audience reached by the radio spot entered the website. 52% shared the video. Already in the very first week all the available cars were sold. During the first month the reservations exceeded the total estimated sales for the whole semester.