Renault spot launches Modus into UK market

Renault is introducing its new small five-door hatchback, the Modus, into the UK with advertising emphasising the model's user-friendly appeal which asks: "Grow Up. Why?"

Publicis has produced the multimedia campaign to introduce the Modus, which will sit between the Clio and the Megane in the car-maker's portfolio.

The campaign, which launches in the UK this week with a 60-second TV and cinema ad, will also embrace press, direct mail, e-mail and viral gaming. It has been developed by Publicis Conseil in Paris and Publicis Dialog.

Set in an office, the film features workers disrupting meetings and wrestling with each other in a race to get to the car park for a game of Tic Tac Toe using their cars.

The Modus will complement both the Clio and Twingo, but is claimed to be roomier and more versatile. Developed as an alternative to the traditional B-segment hatchback, it will compete directly against models such as the Vauxhall Meriva and Fiat Idea.

The Modus, built in Spain and launched at the Madrid Motor Show earlier this year, is based on the next generation Clio supermini and is the smallest of the Renault people carrier range alongside the Scenic and the Espace.

Carat London is planning and buying media for the initiative, which targets young couples, young families and empty nesters.

Renault claims the Modus fits in with its philosophy of producing models that combine style with driving pleasure. The car's technology includes swivelling headlights and a rear bench seat that can be switched to create an alternative seating layout.

Chris White, Renault UK's manager for marketing communications, said: "The idea is to show the Modus as the small car with a big heart and build a strong personality for the brand."

The ad was art directed by Patrick Samot, written by Georges Mohammed Cherif and directed by Sam Larson and Mats Lindberg at Traktor.

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