Agency: Publicis Dialog
Renault is launching one of its biggest-ever direct mail campaigns to promote its vehicle test drive bookings to half a million potential customers.
Developed by Publicis Dialog, the campaign, which will include both DM and eMarketing (email and online) components, will guide users to a unique URL summertestdrive.co.uk, where they will be able to book their test drive.
‘Summer Test Drive 2007’ will also offer a Renault-branded picnic backpack to every single customer who takes a test drive.
The eDM drive incorporates a completely integrated approach, including the use of online banners on portals such as Orange and MSN, automotive websites such as WhatCar and Autocar, as well as networks including Ad Pepper, Real Media and Tradedoubler.
Of the target 500,000 audience, sourced from lifestyle and affinity data sets, a predominant number will be consumers who have a Replacement Intention Date (RID) of between August and December 2007 - so allowing the campaign to work additionally as a reminder of Renault's impressive range of cars.
Manager, Customer Communications at Renault, Joanne Caldwell, said, “Renault was keen to generate showroom traffic during this traditionally quiet period and we wanted to build interest in our extensive model range and generate orders in the run up to the September plate change period. A one-for-all incentive was key to helping us achieve our objectives.”
Jeremy Neaves, Renault Brand Director at Publicis Dialog, added: “We didn’t want to use a typical prize draw incentive as we felt offering a reward to every customer would dramatically increase the impact and response to the campaign.
“This is certainly one of the biggest audiences Renault has communicated with compared to any of the previous Summer Test campaigns.”
Summer Test Drive 2005 saw drivers of competitive models targeted through direct mail and email as part of a campaign that presented Renault models as the style icons they have become.
During August 2005, over 4,000 people decided they needed a closer look and took a test drive, exceeding Renault’s target by 167 per cent.