Renault 19: Advertising Without Compromise, Evaluating Without Mercy - IPA Effectiveness Awards Case Study 1990

Brief Description: Launch of Renault 19. Objective: to help build a perception of the brand as a good quality car. Media: TV, supported by press and posters. Burst strategy. Evaluation: major objective - to build up impressions of the marque compared with main competitors - was achieved. Over 100% of intended target sold by year end. Successfully built brand equity. ;---(TAGS)--- Full Title: Advertising without compromise, evaluated without mercy. The new Renault 19 ; Number: 1990/204 ; Brand Name: Renault 19 ; Client: Renault ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Publicis ; Author: Katrina Michel ;