Renault SA is set to launch its biggest marketing campaign ever in two decades when it introduces the new Clio subcompact and the Zoe electric vehicle next year, the company’s global marketing chief Stephen Norman told Automotive News Europe in an interview at the Cannes Film Festival. The company has been an official partner of the film festival for the past 28 years.
According to Norman, the difference of this campaign is in the products themselves, which are “radically different” from anything that the company has done in years.
In addition, Norman also talked about the company’s plans to reinvent its brand, which is also a part of the automaker’s new mid-term strategy.
Fiat explained the elements of the campaign for the Clio subcompact – a poster campaign with the vehicle in metallic red on a red background with a tag line that entices readers to buy the car for its safety and quality.
On the other hand, Norman said that the campaign for the Zoe encourages the audience to switch to electric vehicles.
The campaigns will be largely digital, he added, explaining 80 percent of the people who visited the company’s showroom have also been to its website. Norman has been vital in the success of the marketing plans for the Fiat 500 while he was still working for the Italian automaker.