Renault UK launches its second TV advert in support of its new customer package Renault 4+, created by Publicis ‘Team Renault’, in Saturday’s Britain’s Got Talent (April 7).
The spot, ‘The Kid’, again shows how much life can change in four years, and how wherever life takes you, Renault will be there along the way to smooth the journey. It tells the four-year journey of a forty-something single to the life of a modern-day family man and will air in 60-second, 40-second and 10-second cuts.
The first spot, ‘Fate’, aired first in February and showed a young man from graduation up to the birth of his first child.
The integrated campaign has also featured brand and tactical press, a 64-page mailer and digital activity including a new Facebook application, 4 Years in 4 Pictures, which has been designed to coincide with Facebook’s decision to move all profiles to the Timeline layout.
The app allows users to create a unique Timeline ‘cover’ image, which together with their profile picture, becomes the first thing someone now sees on their page. All Facebook profiles were automatically switched to Timelines on March 31. The concept supports the new Renault 4+ customer care package by encouraging users to reflect on their last four years through their most ‘liked’ Facebook photos.
Renault 4+ was launched by Renault UK earlier this year and is designed to give buyers peace of mind in cash-strapped times. Renault 4+ includes four years warranty, roadside cover, servicing and finance package included on any vehicle across Renault’s range.
Media planning and buying for the TV ad is through OMD UK. The production company is Rattling Stick, with post production through The Mill.
Credits Client: Phil York, Renault UK Marketing Director
Project: Life in 4 years
Execution: “The Kid”
Creative agency: Publicis London/Team Renault
Executive Creative Director: Adam Kean
Creative Director: Dave Sullivan
Digital Creative Director: Alix Pennycuick
Art Director: Marc Allenby
Copywriter: Nadia Doherty
Account Director: Kelly Grindrod
Planner: Julian Earl
Agency Producer: Colin Hickson/Verity Saunders
Media planning and buying: OMD UK
Media Planner: Tom Cocker
Production Company: Rattling Stick
Director: Pete Riski
Producer: Kelly Spacey
DOP: Jean Noel Mustonen
Production Designer: Clare Clarkson
Post Production: The Mill
Editors: Cut & Run
Editor: Eve Ashwell
Soundtrack: The Trailer Trash Traceys