Renault Clio: Vive la Clio - IPA Effectiveness Awards Case Study 1996

Brief Description: After the launch in 1991 this paper shows how Clio maintained its position as image leader. Sale and volume share increased annually despite much competition, with Renault almost doubling its share 1991-1995. Success attributed to brand personality and strong image. Continued to use TV but used other media as well. Different from other car advertising due to consistent creative approach. Investment more than justified by improvement in Renault UK's profits and sales. Met campaign objectives of motivating dealers, reaching a wider market and increasing likeability and recall ;---(TAGS)--- Full Title: 'Vive la Clio': how image leadership created a long term success story 1991-1995 ; Number: 1996/306 ; Brand Name: Renault Clio ; Client: Renault ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Publicis ; Author: M. Ellyatt ;