Magazine article Marketing

Renault Pitches France against UK in Comic Ads

Magazine article Marketing

Renault Pitches France against UK in Comic Ads

Article excerpt

Car-maker to run tongue-in-cheek campaign as it eyes Megane sales boost.

Renault is rolling out an integrated campaign encouraging British consumers to think more positively about the French car marque.

The revised marketing strategy associates Renault with Gallic culture, akin to its 'Nicole and Papa' ads of the 80s and 90s. The aim of the campaign, created by Publicis, is to improve UK sales of the Megane saloon, which is losing out to the Ford Focus and Vauxhall Astra.

Ads will contrast the Cote d'Azur resort of Menton with Gisburn in Lancashire to establish which has the greatest 'joie de vivre'. The tongue-in-cheek spots will compare a swimming pool in Menton with a puddle in Gisburn, and show a French couple at a sunny seaside restaurant and a British couple outside a pub in bad weather.

A 10-day teaser TV and print campaign, launching this week, will claim Menton contains more than 21 Meganes, while Gisburn has none. …

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