Renault’s is launching a new campaign – ‘Rethink. Renault’ – which is designed to drive consideration of the brand among new consumers. As the name of the campaign suggests, it is an explicit call for consumers to reconsider where Renault’s range of vehicles intersects with their own priorities.
It is a repositioning of the brand that seeks to speak to the “upper end of the mainstream”. “We’ve really made no secret about our desire to move up in terms of the segments,” the car brand’s UK marketing director David Isherwood tells Marketing Week. “So in terms of how we position that upscaling of the brand it’s really a lot of new media targeting. We will have wider and wider market coverage, and that will allow us to talk to a wider range of people and connect with them in different ways.”