Advertiser: RENAULT
Agency: PUBLICIS BRUSSELS
Category: Corporate Image & Information
Advertising campaign: RENAULT COURTESY AD
Copywriter: Eric Piette (Publicis Brussels)
Advertiser's Supervisors: Aline Hoffmann (Renault Belgique Luxembourg)
Designer: Jens Wolfs (Publicis Brussels)
Account Manager: Julie Oostvogels (Publicis Brussels)
Advertiser's Supervisors: Miguel Aguza (Renault Belgique Luxembourg)
Advertiser's Supervisors: Xavier Laporta (Renault Belgique Luxembourg)
Executive Creative Director: Paul Servaes (Publicis Brussels)
Art Director: Alain Janssens (Publicis Brussels)
Client Services Director: Denis Henet (Publicis Brussels)
Account Director: Francis Lippens (Publicis Brussels)
Strategic Planner: Henk Ghesquière (Publicis Brussels)
Execution
In 2013 we wanted to take it a step further: not telling people how they should behave, but acting as a role model instead in our own courtesy campaign. Renault ceded its place for other car brands, like on the road, but now offering its media space. The Renault ads in the European Week of Courtesy on the Road (18-24 March) advertised other car brands, like Nissan and VW. What better way to promote road courtesy than by giving away its own media space to other brands?
Strategy
The car business is suffering. Brand image communication cedes places for hard-selling promotional ads, desperately trying to get rid of overstock. In times like these, the only way to build brand image is through corporate social responsibility.Belgium is the country with the most traffic jams in Europe. Every Belgian on average spends 55 hours per year in a jam. This leads to more aggression on the road, increasingly resulting in fights and injuries.For this reason Renault continues to pay special attention to the European Week of Courtesy on the Road. In 2012 Renault created an awarded series of radio commercials about two car brands fighting for media space, like car drivers fight for space on the road.
Effectiveness
We cannot tell if people showed more kindness on the road than before. But we saw proof of the law of reciprocity. As a result of our ads, main challenger Volkswagen showed respect too, by returning the favor and offering their media space to Renault. Such a proof of courtesy was never seen before in Belgian advertising history. So if all drivers would follow the example of Renault, the road would definitely be a nicer place.