Publicis Dialog has created a campaign that builds on consumer press activity by using the idea of acronyms to highlight the Laguna's attributes.
The campaign includes consumer and business press, direct mail to fleet managers and inserts in targeted press. The creative focuses on the performance of the Laguna dCi in light of new company car tax laws which tax car drivers on levels of CO2 that the car emits rather than mileage.
Creative, using the Laguna strapline "Serious playtime", includes a series of acronyms such as "BHP...SATNAV... CC...CD to communicate the benefits of the Laguna diesel. Activity targets two key audiences: small business and company car drivers and fleet managers running fleets of more than 25 cars.
Carat has handled the targeted media strategy for Renault. It involves press ads in publications including Time, The Economist, Golf World, and in supplements such as The Times magazine, Guardian Weekend, Telegraph Magazine and Observer Life. Inserts appear in What Car?, Diesel Car, Autocar, Auto Express, BBC Top Gear and Car.
The campaign was art directed by Mike Cavers and written by Paul Kendall.
Jonathan Wignall, the Renault manager, national advertising, said: "Publicis Dialog has produced a very simple, but effective, campaign that clearly communicates the major benefits of the Laguna dCi range of engines. The creative is an extension of the already effective Laguna advertising, which has contributed to a 275 per cent rise in Laguna dCi sales in the first six months of this year."