Client:

Olympian Automotive Group. A main Renault dealer in the South. (The group is also responsible for retailing Fiat, Nissan, Subaru and Isuzu.)

The Brief:

Launch the radically shaped Renault Megane to the local market. Client not happy to use Renault’s national advertising approach.

Who Needs To Know?

Renault research profiled targets as predominately male, mid 20’s – early 30’s, mostly single and demonstrably individualistic.

How:

• Local press and radio
• Place product in familiar/local location to: a. Single difference form national advertising and b. Pull harder by situating the product in the local area rather than a picture of it in some unknown location (in France) by using the manufacturers photography.
• Use copy style and tone to project smart, young target audience.
• Use vital wit to engage/target audience.
• Communicate strong retail offer.
• Use full colour wherever possible to sell aesthetic virtues of product.
• Overall theme of press and radio celebrated the radical styling of the Megane.

Result:

• Established awareness amongst target group and generated targeted showroom footfall.