Feature

Campaign Media Awards 2007: Best Automotive, Aerospace and Marine Campaign

WINNER
Title: Clio RS Film
Media agency: Carat
Media director: Julie Blake
Media planner: Satin Reid
Creative agency: n/a
Creative director: n/a
Account planner: n/a
Client: Renault
Brand: Clio
Marketing director: Jonathan Wignall
Media brand manager: n/a

Renault had the challenge of launching the latest model Clio with the need to target two very different groups: female "empty nesters" and young men. Research found that to reach these men, the campaign would need to talk about Clio's technology and innovation. A 100-second film was developed and screened in stand-out environments, such as in solus spots at film previews of Casino Royale, and in a complete takeover of the first ad break on the relaunched Film4. Awareness among young men who had seen the "male" advertising showed greater perception of the Clio as being sporty and innovative.

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