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: Renault 19 - Renault 19: Advertising without compromise, evaluated without mercy. The new Renault 19; Number: 1990/204; Brand: Renault 19; Client: Renault; Product Category: Automotive (Motor cars); Agency: Publicis; Author: Katrina Michel; Prize Winners: Third Prize; (Adworks ref: Advertising Works 6)

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