To revolutionize ‘Potentials’ behaviour, a revolutionary solution was needed. MPG secured groundbreaking deals with TV stations to run 1’45” infomercials, explaining the on -line buying process and benefits. These were presented as news features, giving ignificant credibility to on -line buying. Press/posters acted as a reminder of website location, using a low, internet-only price as bait. On -line, MPG developed an innovative ‘expandable banner’ which carried Yahoo branding and therefore looked nothing like normal banner advertising.

In a country with under-developed e-commerce, the campaign generated an amazing 10,000,000 online impressions, converting to 100,000 clicks – twice the market average conversion of 0.5%. There were also 210 online car orders in the first 45 days, which exceeded Renaults expectations.