With such a great selection of hugely competitive offers across the range, we need to generate interest, intrigue and a sense-of-urgency to visit our Dealer-network to find out more. A secondary challenge was to create an idea to be embraced by the Dealer-network, and developed within their local-marketing.

Renault looked to Publicis & Publicis-Dialog to succinctly communicate these offers in order to generate significant footfall into the Renault-Dealer-network to support Q4 sales-objectives and develop a significant order bank for early Q1-2008.The Client looked to us to create some over-arching idea/theme/mechanic, creating significant intrigue around this array of offers

How do we communicate numerous offers across the range. With too many offers to communicate in one advert/communication, the idea was to create the following thought: "With so many great offers on the Renault-range, we bet you can't get our Dealers to say NO to a deal". The idea was developed to create 'an event'. The countdown mechanic in press/radio and online-advertising, created a sense-of-urgency, that these offers were so good they would only last for a period, leading up to a Dealer weekend event where customers were challenged to get a Renault-Dealer to say "No".... which was impossible with such great deals.

Anecdotal feedback from the Dealer network, was that they saw a significant amount of increased footfall into the Dealer network around the offer weekends.Renault order bank saw a shift during the course of the initial activity, which resulted in two similar campaigns running in early Q1 of 2008.Web traffic from the online advertising for this creative saw an uplift versus historic tactical activity.Dealers were seen to actively embrace the idea, with unprecedented numbers of Dealers, taking the creative idea into their very own local marketing activities, in Press and local direct marketing campaigns.