Renault targets sports car enthusiasts with viral push

Renault has launched a viral campaign to promote its sporty Megane Renaultsport 225 as part of an online push across its entire range.

The viral video (www.testof character.co.uk) shows a rally driver crashing during a fast-lap at Brands Hatch. The action replay then reveals he was distracted by a spectator lifting her top to show her chest. Users can click through from the video to a bespoke landing page.

The work is based on the above-the-line push by agency Publicis with the tagline 'It's a test of character'.

John Sinke, internet marketing manager at Renault UK, said: "It's a very niche, sporty car and it's difficult to target this audience of 25 to 40-year-old males who are into sports cars. A viral was effective. As a niche model, we have a limited marketing budget to promote this car."

The viral and landing page were created by agency Them (formerly headtohead).

Renault is also working with its agencies, Publicis Dialogue and Carat Digital, to plan a new rich-media campaign for June, which will aim to drive motorists who are interested in sports cars to a dedicated microsite (www.renaultsport.co.uk).

The June promo will target a traditional mainstream audience to raise awareness of the 225 and create a good impression of the whole Megane range. It also aims to generate sales leads among sports-car buyers.

Mid-October will also see a rich-media push around the launch of the new Renault Clio, targeting a young audience. The campaign will include a micro-site (www.vavavoom.co.uk) and online banners will be used to support an above-the-line promotion that builds on the 'Va Va Voom' theme.

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