Autovisie Ideal Partner to Create Enthusiasm for Renault Clio RS among Target Audience

Who: Renault
What: Renault Clio RS 
Objective: To create enthusiasm for the sports version of the Renault Clio among the target audience.
Target audience: Young, macho men

 

 

Jos van den Bergh, Marketing/Communication Manager at Renault:
‘The Renault Clio is a perfect fit for the young, fast and somewhat brazen world. By means of its partnership with Autovisie and the use of a campaign on Renault’s social media channels, the Renault Clio’s story is told via the power of owned, paid, as well as shared media.’

Situation Overview

Renault is going down a new path as a means of drawing attention to the Renault Clio RS. To reach a young and trendy target audience, Renault is launching an online platform, www.renaultprivatepitbox.nl, where visitors can customise their own Renault Pitbox. During the campaign, the social influencers start by creating branded content in which the Renault Clio RS comes to the foreground. The influencers, STUK TV and Autovisie, show the target audience how they experience the car and share this experience with their community during the campaign.

Objective

To create enthusiasm for the sports version of the Renault Clio among the target audience of young, macho men. Renault invites the target audience to participate in the private Pitbox at www.renaultprivatepitbox.nl for this purpose. No less than 20,000 people participate and share this via social media on a large scale.

Concept

In the role of influencer, Autovisie is a good partner with well-substantiated journalism who creates enthusiasm for the sports version of the Renault Clio among the target audience of young, macho men. Autovisie is an authority in the automotive field and knows the value of the sportive versions of the Renault Clio. STUK TV, the other partner, has an extended reach among the target audience via its own YouTube channel and makes the lifestyle of young, macho men visible in the items they produce.

Media Choice

  • 4 x branded content page in Autovisie (2x spread) about the Renault Clio RS;
  • 2 x a 1/1 advertising page in Autovisie with a call to participate in the Pitbox;
  • Branded content special about the Renault Clio RS in De Telegraaf’s iPad app, inclusive of driving the special by means of advertorial and medium rectangle on the iPad;
  • Online use of TMG network: autovisie.nl, Autovisie newsletter, telegraaf.nl, dumpert.nl, geenstijl.nl, etc;
  • The making of the video produced by Video Media.

 

 

 

Results

Allowing the Renault Clio RS target audience to design its own Pitbox works: a respectable 20,000 people participate in the design competition. The best participant wins a day at the race track with his/her friends in the Pitbox of his/her own design.

23 Oct
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