Renault: A map of all the places this car will take you

Agency: Publicis London

Introduce the all new Renault KADJAR in a standout way, given it was the 27th crossover model to be released in the UK in a highly competitive market. Renault had to get their target audience to notice and consider buying a KADJAR, as well as rethink the overall brand.

Strategy

With 27 competitor models on the market Renault needed their new 4x4 to stand out. They targeted 'Hero Dads', the kind of people satisfied with their current lifestyle, young at heart, unwilling to compromise their individuality.

Anyone who enquired about the KADJAR (or registered interest) entered a hyper-targeted CRM programme designed to enhance the existing Renault database. This would warm prospects for specific models who could could then be selected to improve sales.