Renault pushes sporty Clio test drives

LONDON - Renault is running an integrated campaign for its Clio Renaultsport 197 using direct mail and online work created by Publicis Dialog.

The direct mail campaign targets 15,000 current and lapsed Renaultsport customers and warm enquirers with details of the cars features.

Selected recipients will find a driver pit pass in a VIP mailer, giving them the chance to be one of the first to take a test drive by booking over the phone or online.

In a second phase next month, the pack will be sent out to 200,000 cold prospects.

The online element of the campaign includes a microsite, which includes footage of the car in action and a driving game to be downloaded to a mobile phone.

The microsite is being advertised online with creative showing a strict and sexy mistress walking across the screen and beckoning the viewer to click on the ad.

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