Renault airs Euro ad for HK launch

<p>HONG KONG: European marque brand Renault launched its Clio Sport </p><p>with an edgy European television campaign, which was adapted to drive </p><p>home the excitement and power of the car to local audiences. </p><p><BR><BR> </p><p>Using television as the main medium and print as the support media, the </p><p>30-second TVC features the gear shift symbol to rally sports car fans </p><p>who appreciate the driving power a Clio Sport's 2L engine can </p><p>deliver. </p><p><BR><BR> </p><p>Publicis Ad-Link adapted the campaign in line with distributor Jebsen </p><p>Motors' twin objectives of widening its customer base of under </p><p>35-year-olds, with an emphasis on men; and to attract non-Renault owners </p><p>to the brand. </p><p><BR><BR> </p><p>Peter Oesch, senior account director at Publicis Ad-Link, said: "In Hong </p><p>Kong, the positioning is about the power of the car and the driving </p><p>excitement." </p><p><BR><BR> </p><p>The TVC shows several people going about their life, with one boxing, </p><p>another going to his job at an airport and a third clubbing. What they </p><p>have in common is a print of the gear shift symbol on their hand, </p><p>demonstrating the underlying message of the local campaign's theme of </p><p>uniting people who share the passion for driving power. </p><p><BR><BR> </p><p>Jebsen senior manager for marketing and communications, Mabel Wong, said </p><p>the distributor would focus on the Clio Sport for the remainder of the </p><p>year as it was the best-selling Renault model in Europe, and best </p><p>represented the Renault brand. </p><p><BR><BR> </p><p>The Clio Sport campaign is Renault's first television splash since the </p><p>late 90s when it launched the four-door family car, the Megane. </p><p><BR><BR> </p><p>On top of television, Renault is using print as a support medium, from </p><p>Chinese-language dailies to car and lifestyle magazines. The agency has </p><p>also developed a direct mail campaign targeted at existing Renault </p><p>owners. </p><p><BR><BR> </p><p>Despite Hong Kong's grim economic outlook, Wong said European cars </p><p>enjoyed an edge with Hong Kong's brand-conscious car owners. </p><p><BR><BR> </p><p>But with just four per cent of the population owning cars, she said </p><p>Renault was in competition with most car brands. "With just one car </p><p>parking spot, buyers have to decide what their needs are when buying a </p><p>car," she said. </p><p><BR><BR> </p>