The Renault Duster has been the highest seller for Renault for the past five years, yet with the new upgraded model launch, consumers weren’t aware that this is a new improved model.
The campaign model launched late in Q4 2018, with a refresher campaign released again in January 2019. The results were steadily declining campaign over campaign making it more apparent that something had to be done to fix the situation for the Renault Champion Model.
Post deep diving into our consumer we found many actionable attributes that we could tap into in order to drive addressable advertising. We looked at these consumers interests and behavior on the net to be able to find areas to tap into from a creative perspective and to which the consumer would have a high affinity against.
We wanted to create a personalized connection with each consumer.
Interest: Consumers interested in Renault have shown to have high affinity towards travel, news, outdoor enthusiast.
Behavioral: Consumers interested in Renault are also clustered under value shoppers, fast food lovers and Chinese brand mobile users.