Cannes Lions

TOTS' WEEKS PROMOTION

RENAULT DEUTSCHLAND, Bruehl / RENAULT / 2005

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Overview

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Overview

Description

In keeping with the umbrella idea for all promotional offers, the visual depicts the target group: families with lots of children. Combined with the offer’s slogan “one hefty rebate per child”, it ensures a direct, easily understandable and fast deal communication. The Tots’ Weeks slogan communicates the action’s name in an appealing way. The claim “expect everything” serves as a bracket within the framework of the general promotional strategy. The clock showing the period of the deal symbolises the offer’s time limit.All of these elements appear in various communication channels which are co-ordinated with regard to both content and visuals, thus ensuring the offer’s rapid penetration of the target group.

Outcome

The integrated Tots’ Weeks campaign lured over 102,000 visitors to the website within six weeks. Visitors checked out and calculated 50,000 individual offers. Renault dealers registered a noticeable increase in visits and demand at their dealerships. Over 51% of the dealers traced this high demand back to the campaign. Over 40% of the visitors who came because of the campaign were new customers. The business community is calling it the most successful campaign of 2004. During its run, observers noted an above average conversion rate, ie over 3,600 vehicles.

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