“The campaign effectiveness study showed a shift for Renault from 9th to 4th in the consideration list for the Auto Express audience, which exceeded expectations. We look forward to building on this in year two of what will be a long running, genuine partnership.”
Ed Preston, Head of Marketing Communications for Renault and Dacia
Renault’s Pro+ brand covers LCVs (light commercial vehicles), with a number of Pro+ dealerships offering specialist services to business owners and van drivers. Renault Vans is also the official logistics partner of the Renault Sport Formula 1 team.
The campaign aimed to use Renault’s Formula 1 association to create intrigue around what Renault vans do for Formula 1, and the associated benefits for van customers and their businesses.
Working with Renault’s agency, Manning Gottlieb OMD, Dennis developed an idea for Renault based on the 50,000 responses to its Driver Power survey and a bespoke research study with Join The Dots to get under the skin of the vans market.
The research looked to prove the hypothesis that 'White Van Man' was no longer the sole driving force of the market, and that the proliferation of SME businesses meant that the profile of a van driver was changing. The results highlighted that Renault needed to create content not just for the traditional van driver but also to engage and attract a new audience who were interested in using vans in new and varied ways.
Renault partnered with both Dennis and The Telegraph, with Auto Express as the focal point for a mixture of written and video content that was driven by the research insights.
The films were housed in a bespoke area of the Auto Express Vans channel, alongside a mix of campaign content and relevant editorial content.
In addition, a 'slider unit' was constantly optimised with the strongest content from Auto Express and The Telegraph, running across the Dennis network and The Telegraph platforms. The content was supported by a co-branded media campaign consisting of van channel roadblocks, targeted large formats, social media and subscriber marketing.
Auto Express over-delivered on all media KPIs:
- Renault reviews on Auto Express increased by 28.1% YOY
- 107,450 unique users visited the content, +179% above the target
- 629,741 video views, +126% above the target
- 81% exposed to the campaign had read or intended to read the content
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