Agency: Publicis Dialog
Client: Renault Scénic Conquest
Publicis Dialog is launching an exclusively online campaign for the Scénic Conquest to increase awareness of the latest model.
This will be the first time that Renault has advertised the model, with the campaign predominantly targeting, “the active family man who likes to stand out from the crowd”.
The push will also position the Scenic Conquest as a necessity for those drivers who want to be different.
Developed around the theme “It’s a city country thing” the campaign, which breaks this week and runs for two months, also aims to highlight the car’s position as an MPV different to anything else currently on the market.
The campaign encourages web users to ‘enjoy the best of both worlds’ by allowing them to create their own virtual urban/country landscapes using a drag and drop function.
The national online campaign will feature expandable MPU placements on portals (MSN, AOL and Virgin), automotive (Autotrader, Parkers, Ebaymotors and Via Michelin), route planner (The AA, Multimap), financial (Moneysupermarket) and entertainment (Virgin Radio) sites.
Manager of CRM Projects at Renault, Joanne Caldwell, said, “The campaign works fantastically well at appealing to potential buyers with outdoor lifestyles.”
Brand Director at Publicis Dialog, Jeremy Neaves, added “The first UK campaign for the Scénic Conquest will help to position the car as a unique model with no other true competitors in the market.”
Media planning and buying is being handled by Carat.
The Scénic Conquest is a 2x4wd MPV which is intended to look like a 4x4, offering SUV characteristics such as higher driving positions and modified suspension to cope with rough terrain. The model has also been given an electronic stability programme and traction control.
Trim includes rear parking sensors and roof bars and options include interior bike rack, additional storage units, a compartmentalised boot box, opening tailgate window, panoramic glass sunroof and sliding centre storage unit.