Agency: Publicis Dialog
Publicis Dialog has developed one of its most inventive campaigns yet for the launch of the new Renault Laguna hatchback model which is set to hit UK streets next month.
The campaign marks the first time Renault has launched a promotional push in which the media is so fundamentally linked - with the DM packs including a USB stick which automatically launches directly onto the most up-to-date versions of the New Laguna microsites – two bespoke versions which have been designed by Publicis Dialog, for Renault’s retail and fleet customers and prospects.
The experiential microsites are truly interactive, offering multiple video content about the original design and testing of the New Laguna, along with vox pops from fleet and retail customers who were invited to Millbrook, to put the New Laguna through its paces.
Incorporating the tagline “New Renault Laguna. You can never be too demanding”, the campaign will target both fleet and retail audiences and is built around the message that Renault’s latest model is one of the most reliable, well-built cars on the road.
The campaign, which ties in with the ATL launch campaign, will also push the Renault Laguna’s unique product offerings, including a 100,000 mile/three year warranty (rival models only offer a 60,000mile/three year warranty).
The online campaign will run on websites including Virgin, AOL, Autotrader, Whatcar?, Parkers and Fleet Directory as well as eDM using Fleet News’ e-data, followed by a takeover on the Yahoo! homepage.
Print work will run in B2B titles including ‘Fleet News’, ‘Fleet World’, ‘Business Car’ and ‘Management Today’.
The accompanying eDM campaign, targeting both retail and fleet customers, links audiences through to their corresponding standalone microsites: newlaguna.co.uk and newlaguna.co.uk/fleet respectively.
Manager, CRM Team at Renault, Philip Aggrey, added: “Renault is being very bold in terms of its positioning with the Laguna. The new model will sit among the top three in its segment both in terms of product and service quality, and the campaign has been designed to reflect that.”
Brand Director at Publicis Dialog, added, “The product offering is unique and the campaign needed to reflect this. Although Renault has previously embraced the integrated approach in all of its marketing campaigns with us, this is the first time it has launched a campaign using media so intrinsically linked.”
A Renault Laguna Sport Tourer model is set to be launched in January 2008.
Carat is handling B2C media planning and buying with Just Media responsible for B2B