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