Publicis targets young drivers for Megane

Renault is attempting to woo more young drivers in a new television initiative, which compares driving its New Megane model to the thrill of driving a sports car.

Publicis has produced the campaign promoting the three-door Sport Hatch and the five-door Hatch models. It aims to celebrate their personalities and the feeling of invigoration they give the driver.

Launched in the UK at the end of last year at the British International Motor Show in Birmingham, the New Megane is intended to sustain and develop Renault's place in the mid-size hatchback market, where it competes against the the likes of the Ford Focus and Citroen Xsara.

Carat is handling media buying for the advertising, which extends the strategy of targeting young drivers already under way using press, posters and the internet.

The new commercial, which breaks on national TV on Monday and in cinemas from April, emphasises the fact that a New Megane driver's bottom is only 55 centimetres above the ground in order to compare the experience to driving a sports car.

Shot on location in Argentina, the film features a spoof lesson in anatomy followed by shots of a range of people wiggling their posteriors to the soundtrack music, Groove Armada's I See You Baby.

It was written and art directed by Noel Sharman and Stephen Glenn and directed through RSA Films by Dawn Shadforth.

The TV and cinema advertising follows extensive internet activity, which was designed to whet young drivers' appetites for the new model before its launch.

The joint initiative by Publicis NetWorks and Carat Interactive ran across automotive and lifestyle sites and offered potential customers the opportunity to join the priority test-drive list.

The latest campaign hopes to build on the success of earlier Megane advertising, which helped achieve more than 215,000 sales of the previous hatchback and coupe models during their lifetime.