Agency: McCormick Publicis | Author: Chris Mitchell |
The Renault 5: Renewing an old Acquaintance
THE TASK
The task was to assess the contribution made by advertising in the successful launch of the new Renault 5.
Proving that advertising works in the car market is not easy, as the decision-making process leading to eventual purchase is complex and drawn out over a longer period of time than is the case with most other markets. The conventional advertising powers of stimulating and generating a high degree of impulse purchase do not therefore work to the same degree in this market,...