Renault (Italy) – Modus. Grow up, what for?
Campaign Title Modus Grow Up, what for?Brand RenaultCategory A1 Automotive & Consumer Durables incl. HouseholdMedal BronzeAgency Publicis Dialog
SUMMARY
The campaign targeted future mothers at antenatal classes by distributing a kit with a children's book symbolising the security offered by the Modus (see Figure 1). The book tied the objectives of the Modus with the security worries of a new mother, with the message that if you think as a child, then the only car for you is a Modus.
CHALLENGES...