From June 2004, all elements of a multi-stage pre-launch campaign disseminated the “Modus spirit” (no car shown, no brand named), led via various response mechanisms to www.modus.de and encouraged direct dialogue. In this way an extensive database was built up.The creative idea “Grow up. What for?” was to awaken the play instinct in people, inviting them to minor breakaways from rigid conventions. Visualised by cheerful colour splashes in all elements: teaser ads, 5 TV and cinema spots, postcards, posters, Internet banners, and a three-phase mailing route. Details could be found at www.modus.de with direct links to the dealerships.

This refreshing campaign and its involving and activating claim rapidly generated interest and awareness for the model: 7.7% spontaneous ad awareness, excellent mailing response (25% in cigar mailing), more than 734,000 visitors on www.modus.de and well over 97,000 entries in the contact database within less than three months – the best-generated Internet traffic of all Renault new launches in Germany. On launch day, 173,700 visitors came to Renault Dealers. Over 13,000 people registered for test drives, and 8,161 Renault Modus units were sold by the end of December – making Modus Renault’s overall bestseller in Germany to date.