Challenge:

The new Renault Clio had a unique promotional price for the city of São Paulo, the lowest in the market for hatch entry segment. With a limited budget, we needed to impact consumers in an especially creative way to get their attention and increase the flow of qualified prospects to Renault dealerships.

Feather Ad.

As light* as the price of a Clio.

*The word light (leve) in Brazil can be used to convey both weightless and inexpensive.

We created a special ad, focusing on the promoting differential: the price. For this, we produced a piece that had the promotion details printed on a feather as to convey the concept that the Clio’s price was so weightless on the consumers’ pockets as the feather itself

The media release was strategically chosen. As the campaign was only for the city of São Paulo and the goal was to increase the flow of qualified consumers to Renault’s dealers ; we placed the ad in Destak newspaper, distributed free of charge on the streets. To increase the call to action affect the special ad was only distributed nearby Renault dealerships.

The distribution of the Feather piece in the outskirts of Renault dealerships generated immediate empathy with the target audience. Consumers were approach when they were in their cars close to dealerships. This action increased the flow of consumers into to the Renault dealerships and hit the promotional sales goal. The feedback couldn´t have been better.

The media outreach strategy, together with the ad message achieved all of Renault’s goals:

a differentiated promotional piece able to call the attention of consumers;

increase the flow of qualified customers to dealerships;

sales goals for the action were accomplished and even surpassed.