Cannes Lions

RENAULT CRM

PUBLICIS DIALOG, London / RENAULT / 2009

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Overview

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Credits

Overview

Execution

The first mailing thanks them for choosing Renault and includes some stickers to make sure everyone respects their new car!The second is sent weeks later. To heighten their excitement we send a specially designed pack of cards to recognise their impatience and give them an idea of the rich-heritage they're buying into.

The Welcome Pack is sent once they have their new Renault. Understanding how protective they’ll be about it there’s a shammy to keep it looking new; a booklet on what makes a Renault a Renault – past/present/future.Time to replace - we send a test-drive invitation with an ‘Eau-de-new-car’ air-freshener – they can try it, but it just won’t give them the same exhilaration as ‘My new Renault’ all over again.

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