Agency: Publicis | Author: Robert Tansey |
How Clio advertising helped regenerate the Renault marque
INTRODUCTION
This paper shows how model advertising for the Clio helped regenerate the Renault marque. Such a feat represents a remarkable reversal of the standard marque-model relationship, where it tends to be the marques that boost the fortunes of their models.
Most car advertising in the 1990s has focused on one model within a particular marque's offering. This is especially true of all generalist manufacturers, such as Ford, Vauxhall, Rover, Peugeot and Renault, whose models range from superminis through to people carriers. The differences in...