Renault gained eight top grades in the Euro NCAP – more than any other car manufacturer. A multi-channel campaign should demonstrate Renault’s overall safety competence. This outstanding performance should be used to upload the image and, as well, promote the offer for the Renault 5-star car range.

If you build the safest cars, but nobody knows, an awareness generating TV & cinema campaign needs to be introduced: One image commercial builds the base for a promotional campaign. Different kinds of foods are put to the test in a detailed reconstruction of the original Euro NCAP experiment: a Bavarian veal sausage, a Japanese sushi role, traditional Swedish crisp bread and a baguette. Each of them represents a certain car brand. All bar one are smashed to pieces; the message is short and simple: The safest cars are French. Later a Renault replaced the baguette to promote a special offer for the five-star car range.

The perception of Renault’s safety competence was raised by 9% within only ten weeks (Sofres Market research). Altogether, the complete campaign attracted 1,258,279 people to visit www.sicher.de in just three month. In total, 615,379 customers informed themselves online about the promotional offers. Just alone in the first flight of nineteen days 5,184 prospective consumers registered online for a test drive or contacted a dealer via a web formula.