Renault: LABEL RENAULT CLIO

Credits & Description:

Advertiser: RENAULT
Product/Service: RENAULT CLIO
Agency: NEOGAMA/BBH
Date of First Appearance: Aug 18 2010
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama/BBH)
Creative Director: Márcio Ribas (Neogama/BBH)
Creative Director: Wilson Mateos (Neogama/BBH)
Art Director: Kleyton Mourão (Neogama/BBH)
Copywriter: Pedro Guerra (Neogama/BBH)
Group Account Director: Luiz Tosi (Neogama/BBH)
Account Director: Thais Pedro (Neogama/BBH)
Account Supervisor: Diego Passos (Neogama/BBH)
Executive Media Director: Luciana Schwartz (Neogama/BBH)
Media Director: Cristiano Cesar (Neogama/BBH)
Media Manager: Graça Brandão (Neogama/BBH)
Planning Director: Luciano Eugênio (Neogama/BBH)
Art Buyer: Maria Bayeux (Neogama/BBH)
Art Buyer: Janaina Lacerda (Neogama/BBH)
Producers: Daniel Terlizzi/Kiyoshi Takahashi (Neogama/BBH)
MKT Director: Frederic Posez (Renault)
MKT Director: Cássio Pagliarini (Renault)
MKT Manager: Andrea Costa (Renault)
Advertiser´s Manager: Marcella Campos (Renault)
Senior Advertiser´s Analyst: Elaine Tarrit (Renault)
Media placement: Magazine- Label - Veja Magazine - 18 August 2010
Insights, Strategy & the Idea
Our main challenge was to create a campaign for a car that’s been on the market for 10 years; that’s got no major design changes; that’s being repositioned as an affordable car; and that’s been experiencing a decrease in sales. The Renault Clio had never been seen as an entry-level model. We needed to let people know that “The Renault Clio now fits your budget”. We challenged people to think about the new Clio in a different way and repositioned the product with an integrated media strategy. We created an unprecedented action in Brazil’s most important and popular magazine Veja. Instead of being rectangular shaped, the tag containing the subscriber info was shaped like a Renault Clio. 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. We created a new media format where the message was carried out in a customized, direct way. This format was also consistent with the goals for the Clio’s communication efforts.
Creative Execution
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.
Results and Effectiveness
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.