Publicis points the way to Renault
The main attraction at this year's Renault exhibition is the built-in navigation system, which comes free with every new car. The advertising agency Publicis is promoting this offer in a campaign that immediately shows you the way to the nearest Renault dealer.
On Saturday, August 29th, all Renault dealers in Switzerland will be holding a simultaneous exhibition of the Renault model range. The big attraction this year is the built-in navigation system that comes with every new car. The advertising agency Publicis dramatized this promise in a campaign which, on the one hand, demonstrates the advantages of a navigation system and, on the other, points the way to the nearest Renault dealer.
The result is a comprehensive multimedia campaign with a 1:39 minute internet spot for the Renault portal. It was filmed at 18 different locations with over 30 people portraying passers-by who show a Renault driver the direct route to the Renault dealer. A 30-second short version of this film will be shown on TV throughout Switzerland on 28.08.09.
The campaign also includes a print campaign, which can be seen as an advertisement in all Swiss newspapers and on the cover of Migros magazine, as well as a 12-page newspaper supplement with a circulation of over 2 million copies, which will be enclosed in all Swiss newspapers with a wide reach this week and will also be sent out as a mailing by dealers. A radio spot, spoken by a navigation system voice, which guides the driver past the competitors' car brands to the Renault dealer, is also on air throughout Switzerland. Individual dealer advertisements, showroom posters and various BTL measures for dealers such as competition cards, urn stickers, window stickers and F12 posters round off the campaign.
Responsible at Renault Suisse SA: Florian Huettl (Marketing Director), Anne Thorens (Head of Advertising/CRM/Internet), Cristina Ravalli (Communications Planner), Pamela Bouvier (Purchasing Manager). Responsible at Publicis: Ralph Halder, Peter Rettinghausen (CD), Dani Kobi (AD), Jan Krohn (text), Sonja Gross, Yeliz Salman, Romeo Bucher (graphics), Isabelle Hettel (strategy), Muriel Asté, Martin Schlatter, Jacqueline Lima, Ingrid Zumkehr (consulting), Deborah Herzig, Vera Schmid, Derya Derdiyok (art buying) Bianca Nehrlich (production), Philipp Läderach (DTP). Production: Stephan Schacher (photographer), Combo Entertainment (film).
The result is a comprehensive multimedia campaign with a 1:39 minute internet spot for the Renault portal. It was filmed at 18 different locations with over 30 people portraying passers-by who show a Renault driver the direct route to the Renault dealer. A 30-second short version of this film will be shown on TV throughout Switzerland on 28.08.09.
The campaign also includes a print campaign, which can be seen as an advertisement in all Swiss newspapers and on the cover of Migros magazine, as well as a 12-page newspaper supplement with a circulation of over 2 million copies, which will be enclosed in all Swiss newspapers with a wide reach this week and will also be sent out as a mailing by dealers. A radio spot, spoken by a navigation system voice, which guides the driver past the competitors' car brands to the Renault dealer, is also on air throughout Switzerland. Individual dealer advertisements, showroom posters and various BTL measures for dealers such as competition cards, urn stickers, window stickers and F12 posters round off the campaign.
Responsible at Renault Suisse SA: Florian Huettl (Marketing Director), Anne Thorens (Head of Advertising/CRM/Internet), Cristina Ravalli (Communications Planner), Pamela Bouvier (Purchasing Manager). Responsible at Publicis: Ralph Halder, Peter Rettinghausen (CD), Dani Kobi (AD), Jan Krohn (text), Sonja Gross, Yeliz Salman, Romeo Bucher (graphics), Isabelle Hettel (strategy), Muriel Asté, Martin Schlatter, Jacqueline Lima, Ingrid Zumkehr (consulting), Deborah Herzig, Vera Schmid, Derya Derdiyok (art buying) Bianca Nehrlich (production), Philipp Läderach (DTP). Production: Stephan Schacher (photographer), Combo Entertainment (film).
