Campaign UK

Re­nault tar­gets non-buy­ers in new mar­ket­ing strat­egy

- By Si­mon Gwynn

Re­nault will put half of its me­dia bud­get by 2019 into tar­get­ing con­sumers not ac­tively look­ing for a car, up from just 10% cur­rently.

Bastien Schupp, vice-pres­i­dent for global brand strat­egy and mar­ket­ing com­mu­ni­ca­tions at Re­nault, told Cam­paign that the pre­vi­ous strat­egy fo­cused al­most en­tirely on the 4% of con­sumers who are “in-mar­ket” at any given time. This had caused se­ri­ous dam­age to Re­nault’s brand, which was per­ceived as hav­ing “lost its soul”.

The new ap­proach in­tends to make the brand more rel­e­vant and mean­ing­ful to con­sumers.

Re­nault ran high-pro­file cam­paigns in the 1990s and 2000s fea­tur­ing the Papa and Ni­cole char­ac­ters and Thierry Henry.

The new cam­paign, by Publi­cis Con­seil, launched in Re­nault’s home mar­ket of France last week. It is the cul­mi­na­tion of seven years of work to over­haul the ve­hi­cle range and brand iden­tity. Re­nault will roll out the cam­paign – com­pris­ing TV, out­door and dig­i­tal – in the UK later this year. The out-of-home ads are de­signed to have a pre­mium feel, with Re­nault brand­ing not im­me­di­ately ap­par­ent.

The com­pany’s pre­vi­ous car de­signs were seen as so bland, Schupp said, that in some mar­kets the main rea­son for pur­chase be­came value for money. He ad­mit­ted that when he joined Re­nault sis­ter brand Nis­san ten years ago, there were no Re­nault mod­els that he would have cho­sen to drive him­self.

Con­vinc­ing the board, deal­er­ships and his own mar­ket­ing col­leagues of his new strat­egy had been “a mas­sive task”, Schupp said. This is be­cause it was “much more re­as­sur­ing to put a big dis­count on TV to hit your sales num­bers” than to cre­ate mar­ket­ing that de­vel­ops the brand.

The same was true of dig­i­tal chan­nels, Schupp added: “We all say ‘the agency’s not dig­i­tal enough’ but the way we work makes it eas­ier for the agency to come to us with a TV script.”

Get­ting peo­ple to reap­praise Re­nault meant tack­ling what Schupp called “vol­un­tary blind­ness” – where con­sumers “have such a fixed im­age of Re­nault that they don’t no­tice we’ve changed, so we needed to send a wake-up call”.

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 ??  ?? Re­nault: new cam­paign shows over­hauled ve­hi­cle range and new brand iden­tity
Re­nault: new cam­paign shows over­hauled ve­hi­cle range and new brand iden­tity
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