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. On the first weekend , the ad generated over 1.500 visits to Renault´s dealerships and 910 test drive sessions.

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

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

The new Renault Clio was with 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.