This is an unusual looking car, ideal for independent-minded show-offs; you wouldn’t buy one if you weren’t interested in getting noticed and appearing different from the herd. We determined early on that whether or not they participated we needed a device whose very attitude spoke of the car’s spirit as well as product benefits. A round table briefing led to several concepts – “the 12 second Strip” was considered strongest with great PR, social networking and live event potential. Digital outdoor and print directed the interested to 12secondstrip.co.uk where they could upload a video of their strip to YouTube.

The client’s target of 80 vehicle sales was smashed, with a whopping 1,549 new Clios purchased (exceeding the target by 1,936%) – representing a sales conversion rate of 3.5% versus the 0.5% client target of 80 vehicles.

In fact, many recipients bought more than one vehicle for their business. At £11,402.50 per Clio this amounted to £17.7 million worth of business for Renault.Renault even received a call from The Driving Institution saying it was “the best thing received regarding advertising for a long time”.