Customers are told ‘You should always know in advance what you’re going to pay for’
Publicis Conseil has produced two new spots for Renault that aim to reinforce the attractiveness of the vehicle company’s after-sales service.
The marketing objective for the campaign was to retain and regain Renault clientele, by highlighting the vehicle manufacturer’s fixed, legible and competitive rates.
The two new spots focus on the end statement ‘you should always know in advance what you’re going to pay’. Literally this refers to Renault’s prices of after-sale car care, but the two ads bring a refreshing spin to the company’s message. Portraying seemingly ordinary ‘life-changing’ moments within two blissfully happy couple’s lives, we watch as happiness turns to horror when the potential pitfalls and unexpected costs of their actions are outlined to each.
‘The Wedding’ shows a young couple standing at the altar, about to seal the deal. The vicar begins to read out a list of prospective post-marriage costs; definitely not part of the groom’s plan. It ends with imminent divorce settlement payments, as the horrified couple hesitantly say ‘I do’.
In the second spot, ‘The Doctor’, two young lovers attend a pre-natal appointment. The couple’s joy at their baby-to-be’s wellbeing is short-lived… their physician delightfully explains to them the very long and expensive list of expenditure that will hit them during the first 25 years of their child’s life. From school fees, dental braces, down to the three steaks a week that mummy-to-be should be consuming, the doctor turns their beautiful smiles upside down and they’re both left frowning and terrified.
The end message? There are no surprises when dealing with Renault, everything is mapped out from the beginning.
The films will be subject to international broadcasts (excl France) as part of a web service.
Jacques Daniel, Francois Thuilleur, Laure Le Maréchal