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When our client Olympian called us in to discuss the retail advertising
for the newly launched Renault Mégane, the agency was faced with a
special challenge. Our eyes fell to the front of this new car and
everything seemed quite normal. Nice, but normal. Our gaze finally
reached the car’s rear end. “Ouch!” This wasn’t samey or me-too. This
was radical.
To be honest, the vote on its attractiveness was split.
But then, this perfectly reflected the manufacturer’s pre-launch
research. This car was going to create a stir with the UK car-buying
public, but by no means would everybody want one. So, we set about
creating advertising ideas aimed at those, according to Renault’s
profiling research, who would.
Unlike the manufacturer’s own launch
advertising that asked the consumer to “admire its curves”, we went to
the heart of the product’s difference.... well, to be frank, its rear.
The region’s local press and radio were selected as the media channels
for this retail launch.
It was but a few months later that Renault
took the same approach and the “shaking that ass” commercials made their
first, high impact appearance on our TV sets. Coincidence?
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