WEB BEHAVIOUR TARGETING CM by Tokyu Agency for Renault

Adsarchive » Promo » Renault » WEB BEHAVIOUR TARGETING CM

WEB BEHAVIOUR TARGETING CM

Pin to Collection
Add a note
Industry Cars
Media Promo & PR
Market Japan
Agency Tokyu Agency
Director Tetsuya Tanaka
Creative Director Kazuto Mochizuki
Released March 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: RENAULT JAPAN
Product/Service: TWINGO
Agency: TOKYU AGENCY
Date of First Appearance: Mar 5 2009 12:00AM
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Entry URL: http://www.yahoo.co.jp/
Creative Director: Kazuto Mochizuki (Tokyu Agency Inc.)
Director: Tetsuya Tanaka (Fra.films.inc.)
Media placement: WEB Campaign -3 Spots - Yahoo!Japan - 5 March 2009

Describe the objective of the promotion.
Triggered by the global recession, advertising budget of RENAULT JAPAN was cut to 1/3 of the previous year. The client decided to abandon TVCF but still wished to enhance the presence of the Renault brand in Japan.

Describe how the promotion developed from concept to implementation

Based on the strong aspiration for France of the Japanese, this execution was designed to strengthen the image connection between France and Renault. With the simple message of "Renault is the leading car in France", we appeal to the aspiration for France of the Japanese and communicate directly to online users who are interested in France.

Describe the success of the promotion with both client and consumer including some quantifiable results
Although the budget was cut down by 2/3, number of access to Renault web site increased by 7 times, from 20,000 to 150,000 unique users. This promotion was also widely introduced in various media.

Explain why the method of promotion was most relevant to the product or service
Behavior targeting, combined with optimum advertising execution can create extreme power. Unlike the traditional mass media communication, in which you pay the media cost for 95% of the audience in order to reach 5% of the total, with Web behavior targeting, you only spend the amount necessary to reach 5% of the interested audience, and therefore, this proves to be extremely cost effective. Furthermore, with high accuracy for effectiveness verification, it is possible to plan optimum level of media weight and creative execution. It is also easier to select optimum media, primary target audience and creative execution.