Agency: Publicis | Author: 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...