Brand owner: Dongfeng Renault Automobile Co. Ltd.
Lead agency: MediaCom Beijing
Contributing agencies: GroupM
Country: China, France, Germany, United Kingdom
Industries: SUV, 4x4s
Media channels: Competitions & contests, Mobile & apps, Outdoor, out-of-home
Budget: 1 - 3 million
French multinational automobile manufacturer Renault unveiled its new C-SUV, the New Kadjar, at the end of 2018.
In early 2019, Renault launched a sustaining campaign focused on creating an emotional bond with consumers and increasing sales of the New Kadjar.
The campaign generated around 29 million impressions and 1,412 qualified leads.
Market background and cultural context
Although Renault has been one of the European market's top auto brands, its JV brand Dongfeng Renault (with Dongfeng Automobile Co. Ltd) struggled to move away from being a minority brand with low market share in China (0.1% compared with Volkswagen's 13.7%) and a sales performance that's just 'okay' compared with the European market.