Renault is running “4+”, an advertising campaign promoting the Renault 4+ Package which involves a 4 year warranty, 4 years servicing, 4 years roadside cover as well as a range of finance options, including a 4 year 0% APR representative package. The featured commercial follows a young man as he graduates, gets his first job, meets up with friends, meets a woman, marries her and becomes a father.
As time – and their needs – progress, the car featured changes from a Renault Clio to a Renault Scénic, illustrating both how so much can change in four years and how the offer is fully transferable free of charge. The ad reveals how no matter where life takes you, Renault will be there along the way to smooth the journey. Click on the image below to play the Renault 4+ video in YouTube (HD)
The campaign includes 10 second TV spots, brand and tactical press, a 64-page mailer which replicates the TVC through animation when flicked through, and digital activity including YouTube, rich media, pre-roll, online banners, mobile website and landing page.
The 4+ campaign was developed at Publicis UK, London and Team Renault by executive creative director Adam Kean, creative director Dave Sullivan, digital creative director Alix Pennycuick, art director Marc Allenby, copywriter Nadia Doherty, copywriter Paul Bennett and art director Stuart Gillespie (direct marketing and eDM and customer relationship marketing), account director Kelly Grindod, planner Julian Earl, agency producers Colin Hickson and Verity Saunders.
Media planning and buying was done at OMD UK by Tom Cocker.