Cool and calm Thierry Henry features in online Clio push

LONDON - Arsenal player Thierry Henry is again the focus for Renault Clio's third instalment of its integrated 'Va Va Voom' campaign, which includes a new microsite and e-marketing drive.

The national TV and cinema campaign sees the Frenchman once again considering the meaning of "Va Va Voom" -- defined as exciting, vigorous or sexually attractive by the Oxford English Dictionary.

Renault decides it is found in the Clio's new diesel dCi engine. To support the campaign a bespoke microsite, based on a virtual 'Hotel Bling', contrasts the hectic Las Vegas lifestyle with a cool, calm Thierry, and a quiet Clio dCi engine.

Visitors to the site meet Marty, the hotel concierge, and go on a guided tour round the hotel's casino, nightclub -- where users can chat up anyone they fancy, go shopping and choose a hotel room to stay in. Thierry Henry comments on user's choices and decides if they are "Vegas" or "Va Va Voom".

An expandable skyscraper streams the 40-second commercial with ad placement on Yahoo!, My Village, RWD magazine, Channel 4 and View London sites.

The creative is developed by Publicis Dialog with media planning and buying by Carat and Carat Digital.

The campaign will be aired across terrestrial, digital and cable TV channels and national cinemas.

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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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