CLUNKER BONUS by Publicis Zurich for Renault

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CLUNKER BONUS

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Industry Cars, Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Switzerland
Agency Publicis Zurich
Creative Director Ralph Halder
Art Director Daniel Kobi
Copywriter Jan Krohn
Released June 2009

Credits & Description

Category: Ambient: Transit
Advertiser: RENAULT SCHWEIZ
Product/Service: RENAULT BONUS PROGRAMME
Agency: PUBLICIS ZÜRICH
Creative Director: Ralph Halder
Copywriter: Jan Krohn
Art Director: Daniel Kobi
Account Manager: Muriel Asté/Martin Schlatter/Ingrid Zumkehr
Advertiser's Supervisor: Anne Thorens
Other Credits: Graphics: Sonja Gross
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: PUBLICIS ZÜRICH, SWITZERLAND

Description of Ambient execution
In April 2009, Renault implemented the Clunker Bonus programme: from now on, each car that’s at least 8 years old is automatically worth 2,000 swiss francs. In order to get this message across, we used a beat, battered, torn and rusty Trabant, and put a box on top with a message on each side, so that everyone could see. Then, we drove it around the ever clean and quiet streets of Switzerland, where it obviously caught the attention of everyone that saw it. Which turned out to be a great thing for, as a result, Renault jumped from 5th to 2nd place in the ranking of the most sold car brands in Switzerland.