Media: Strategy Analysis - Selling small cars to the inner child.(advertising campaign of Renault U.K. Ltd. by Publicis Ltd.)

 
Brand: Renault Modus 
Client: Jonathan Wignall at Renault UK 
Brief: Launch the new Renault Modus in the UK by building strong 
awareness and developing a fun personality for the car 
Target audience: Upmarket families 
Budget: pounds 6.5 million 
 
AGENCIES 
Media: Julie Blake and Dino Ioannou at Carat 
Creative: Publicis 
Ambient: Posterscope 

The launch of the Renault Scenic in 2003 was recognised for its innovative use of ad-funded programming. Carat was asked to top this in 2004 with the launch of the Renault Modus, a fun, affordable, small car designed with ample space.

The campaign had to build a personality for this new brand, as well as achieving high levels of awareness across the UK. Carat's goals required moving far beyond the high volume of ratings or posters that car launches traditionally rely upon. Building an endearing, childlike personality for this fun car was crucial.

The TV creative drove this personality with the strapline: 'Grow up, what for?' Carat based communications around the idea of 'brightening your day', bringing colour into people's lives to make them feel positive about the car.

EXECUTION

- Television: On the eve of the launch weekend, the TV activity kicked off with a one-hour TV roadblock. The 60-second spots aimed to optimise awareness and lay the groundwork for the colourful days ahead.

After the launch weekend these were replaced with shorter executions that would run for three weeks, with periodic bursts for a further two months.