'Vive la Clio' - How image leadership created a long-term success story: 1991-95

Continues the story of the Renault Clio (the 1991 launch campaign was featured in no. 4458).
Agency: PublicisAuthor: Michael Ellyatt

Vive la Clio – how image leadership created a long-term success story: 1991-95

THE CLIO STORY BEGINS - 1991

The Renault Clio was launched into the small sector of the UK car market in April 1991 in competition with cars like the Ford Fiesta and the Vauxhall Nova.

The 1992 submission, 'Adding Value During A Recession'1, showed that advertising had contributed to a remarkably successful launch. It helped establish a premium-priced small car from Renault, complementing its well established 'value' offering: the Renault 5.

It also began a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands