Renault Trafic and Master 'One Small Step Ahead'

Chris Mitchell and Colin Chambers

1984 campaign for a range of Renault vans, first launched in 1981 when the market (described) was weak.
Agency: McCormick IntermarcoAuthors: Chris Mitchell and Colin Chambers

Renault Trafic and Master 'One Small Step Ahead'

THE TASK

The task was to prove that advertising had made a quantifiable contribution to the success of the Renault Trafic and Master range of vans. It is therefore necessary to attempt to isolate the effects of advertising from other factors in the marketing mix.

Although the Trafic and Master range has received advertising since its launch in April 1981, its actual contribution to growth up to 1983 had been unquantifiable as a result of other elements in the...

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