2016 Bronze Automotive

Agency Publicis London

Client Renault

Campaign summary

A map of all the places this car will take you

Campaign overview

Introduce the all new Renault KADJAR in a standout way, given it was the 27th crossover model to be released in the UK in a highly competitive market.
Renault had to get their target audience to notice and consider buying a KADJAR, as well as rethink the overall brand.

Strategy

With 27 competitor models on the market Renault needed their new 4x4 to stand out. They targeted ‘Hero Dads’, the kind of people satisfied with their current lifestyle, young at heart, unwilling to compromise their individuality.

Anyone who enquired about the KADJAR (or registered interest) entered a hyper-targeted CRM programme designed to enhance the existing Renault database. This would warm prospects for specific models who could could then be selected to improve sales.

The database featured five key elements:

1. CAMEO: a postcode segmentation tool enabling data to link with panel insights.

2. Third party data to improve audience targeting (i.e. income, kids at household, automotive propensities).

3. A ‘Hero Dad Household’ finder, identified through CAMEO/Experian.

4. SMMT + SUV preference, using new vehicles’ registrations.

5. Experian Lifestyle data to match ‘Hero Dad’ profile.

Creativity

The tease phase sent out eye-catching eDM, revealing key features of the car and encouraging prospective customers to register interest.

Renault kept news coming with stories and updates each month until the car launched. Content ranged from invites to special events (to see the KADJAR up close) to revealing trim levels and pricing. They then invited people to ‘book a test drive’.

Finally, an eye-catching DM pack with a clear envelope and real-sized Ordnance Survey map was sent to those likely to purchase. It was designed for the recipient to feel like they were ‘unpacking’ the elements of the car, learning about the features in an engaging way.

As well as conveying product information, the map itself was useful, suggesting trips that would be possible with this car. The reverse featured Snowdonia National Park with recommendations of where to go on an adventure.

Results

The creative was developed with some key objectives in mind.

Firstly to increase awareness and consideration of the KADJAR in a challenging market. Secondly to push this new and top-of-the-range model in Renault’s portfolio to promote positive opinion of the brand, with knock-on effects for other core Renault models. Thirdly by working closely with a data agency to create a model to target the KADJAR audience using intelligent insight gathering, Renault focused their message and communications to appeal to people’s sense of individuality and adventure, with a car to accompany them through everyday life.

Tangible results included:1,629 vehicles sold, generating incremental sales of 337 units (based on the Control Group data). 39% of sales were recipients of the DM. When combined with email, the conversion rate was double of those only receiving email.

Team

Dave Sullivan (Creative Director) • Dan Kennard (Art Director) • Ben Smith (Copywriter) • Amber Faulkner (Business Director) • Meera Sanghvi (Account Director) • Sophie Kuropatwa (Account Manager) • Ramiro Amaral (Strategy Director) • Andy O’Brien (Client Partner) • Mark King (Stra- tegic Planning Director) • Ian Skinner (Head of Data Science) • Tim Cook (Senior Analyst) • Satvir Mundi (Senior Data Planner) • Anissa Horts- mann (Senior Account Director) • Karen Da Silva Lam (Account Manager) • Julien Regis (Manager- Brand Communications) • Andy Breese (Head of Design) • Dave Stansfield (Senior Designer)

Contributors

Charterhouse (Print Production)