Renault this week begins the second phase of its “Va Va Voom” online campaign for the Clio – with a banner ad that parodies the apparent ineffectiveness of online advertising.
The integrated onand offline campaign was created by Publicis, with media buying by Carat Interactive.
Renault hopes the campaign will continue building awareness in the 25to 35-year-old ABC1 men sector.
The new online campaign features a range of ad formats, including pop-ups, transitionals, Gif banners and Dynamic HTML executions. As with the TV ads, the online creative uses humour to encourage viewers to regain their “Va Va Voom”.
One pop-up invites users to interact by popping virtual bubble wrap against the clock. The DHTML “Lost its Va-Va-Voom” banner plays on the recent decline of banner advertising. Proclaiming that it has “had enough”, it then “jumps” from the top to the bottom of the webpage.