Client: Renault ‘Twingo’
Publicis is launching an entirely holistic campaign to promote the UK launch of the Renault Twingo which aims to build personality and awareness around the new model.
Predominantly targeting young urban males who are passionate about keeping abreast of the latest things to buy, the through-the-line campaign will involve press, radio, outdoor, digital outdoor and online work.
Incorporating the tagline ‘Twingo. Grrr.’, the campaign aims to position the Twingo as a serious and sexy-looking small car, designed especially for drivers who don’t want to waste time with more frivolous rival models.
Developed around the theme “a small car with a big attitude”, outdoor work includes 48 and 96-sheet posters in major cities including London, Birmingham, Edinburgh, Manchester and Belfast.
Bus mega sides will appear in cities including Birmingham, Edinburgh, Manchester, Liverpool, Bristol, Glasgow, Leeds and Newcastle.
A radio campaign will be followed by press (targeting national newspapers, consumer monthlies & weeklies, sport/motoring titles).
Large digital projections are also set to be beamed onto buildings and landmarks around the UK.
Publicis Dialog will be responsible for the online campaign, which incorporates email, rich media, landing pages, banners and MPUs. Viewers will be led to a unique URL renault.co.uk/twingo
Brand Director, Jonathan Campbell, said the first-ever UK campaign for the Renault Twingo would appeal to a driver’s desire for the latest cool city car, which bucks sector norms by being both a serious and stylish model.
“The small car category has become ridiculed for trying to be too young and quirky,” he said. “This campaign goes against the grain by showing the Twingo to be a very different animal – an unapologetic, serious and intriguing small car with bundles of attitude.”
National Advertising Manager at Renault, Jonathan Wignall, added, “Just one glance at the Twingo proves that Renault has produced a modern, stylish small car that is full of big car features which Publicis has reflected perfectly in the launch campaign.”