Renault Print PLACES by Publicis Madrid

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PLACES

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Industry Cars, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Spain
Agency Publicis Madrid
Creative Director Arturo Lopez
Art Director Javier Ferrera
Copywriter Aurora Pintado
Account Supervisor Natalia Marín
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: RENAULT ESPAÑA COMERCIAL
Product/Service: FINANCIAL PROMO
Agency: PUBLICIS COMUNICACIÓN ESPAÑA
General Creative Director: Alexandre Okada (Publicis)
Creative Director: Arturo López (Publicis)
Art Director: Javier Ferrera (Publicis)
Copywriter: Aurora Pintado (Publicis)
Account Supervisor: Natalia Marín (Publicis)
Client Supervisor: Luis Subías (Renault)
Media placement: Guerrilla Marketing - Bars In Spain - 21 April 2012
Media placement: Free Post Cards - Renault Concesionaries - 21 April 2012

Describe the objective of the promotion.
Communicate in an effective way the different prices of the vehicles of the brand, adapting each message to its segment of the public.

Describe how the promotion developed from concept to implementation.
We wanted to raise the following question among the public: Why pay for a flight ticket, when with a Renault I can get wherever I want and for less money?
In order to make the public think about it, we used the habitual code of the travelling offers, using as the main lure: 99€, linking it to a destination you could also get to by car. The resulting piece was a card for the Postalfree circuit and the brand dealers, with a teaser that talked of destination within 99€, and another one with the complete offer of the vehicle.

Explain why the method of promotion was most relevant to the product or service.
Using the Postalfree circuit allowed us to segment the public by the entertainment venue they usually attend, offering information on one vehicle or another one depending on the venua/target group.
On the other hand, taking the cards to the dealers allowed us to surprise with a different kind of communication than the usual in this environment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion had a favourable reception, achieving the objective: initial surprise at the trip prices, and the resolution of the message, presenting the vehicle with an element of enjoyment and escape.