Renault is to shake-up its entire pan-European advertising with a new strategy to focus on its brand rather than individual car models. As part of the new strategy, Renault UK will sponsor Channel 4’s season of drama in a deal worth an estimated &£3m.
The French carmaker is to launch advertising created by Publicis in Paris, under a new strapline: “Créateur d’automobiles”. The new ad is a move away from Renault’s traditional product advertising, such as its famous “Papa and Nicole” ads for the Clio.
Renault will have slots at the start, during, and at the end of each programme on C4. In line with Independent Television Commission regulations, the slots will not feature any Renault models, but will carry the new strapline. The sponsorship will start with a new series of the “Sopranos”, on October 12. The new ad campaign will break on October 17.
A spokesman for Renault UK says: “The C4 audience is cutting edge and open minded – the type of people we are appealing to.”