In addition to a massive campaign on TV and in movie theatres, we created an unusual action. We advertised the Clio in a distinctive way on the cover of Brazil’s most important and popular magazines Veja and we did that by using subscriber tags as our media. In partnership with the publishing company, we printed hundreds of thousands of tags shaped like a Renault Clio on the tags, right beside the subscriber’s name, a title read: “so, can you see the Clio was made for you now?” inside the magazine, a double page ad reinforced the concept.

Before the campaign, an average 1,539 units were sold monthly (Q2 2010). At the campaign’s peak, this number almost doubled, reaching 3,007 units monthly (Q3 2010).Although it’s difficult to measure the impact of this single action on sales (that is, the impact of our customized message on the cover of Brazil’s most popular magazine), we can measure the buzz it generated. Several blogs made comments about the action, and it even generated a debate between scholars and journalists about editorial advertising on the magazine’s most premium space. The campaign as a whole was considered the best in Clio’s history in Brazil.