Va Va Voom - Renault Takes Test Driving To The Next Level
Advertising campaigns and marketing tools continue to get stranger and wilder every year, and the advertising for the car industry is no exception. Renault, the French automotive giant, has taken various unique and sexy approaches to its' ad campaigns in recent years, and many of them have become wildly popular on the internet for a number of reasons. Renault's latest attempt at marketing brilliance comes as a new chapter in its' Va Va Voom campaign, transplanting ordinary test drivers to the streets of Paris, then giving them a sexy treat of either hunky men or beautiful women surrounding the car in various states of undress.
Although the logistics to get this all planned out must have been quite extensive, the end result is very cool, and I doubt there are many drivers who wouldn't sign on the dotted line after the wildest test drive of their life.The test drive begins normally enough, but the salesman eventually prompts the driver to press the "Va Va Voom Button" on the control panel, and things start to get interesting.
The scene in front of the driver changes, and a backdrop of Paris, complete with the Eiffel Tower in the distance, falls into view. The driver is suddenly on a Parisian street with kissing lovers blocking the way, or a waiter taking orders at an outdoor cafe. The surprise teleportation to Paris closes with a group of burlesque-style ladies or well-muscled hunks coming onto the scene for a sexy finish.
Although many say that reality TV has already peaked and begun the inevitable decline to wasted airtime, reality advertising is still quite popular and effective. Whether or not we as consumers believe that the test driver is in on the joke, it still makes for a persuasive and unforgettable marketing ploy, as well as a hilarious commercial.
Renault has been upping their game in terms of outside the box advertising for some time, and has been adding some big-time names to their marketing payroll, including football (soccer) star Thierry Henry, burlesque icon Dita von Teese, and even rock legend David Bowie. They have also started holding elite publicity events in underground clubs, making Renault a weird blend of both the mainstream and hipster styles.
As the old adage goes, "sex sells", but Renault is treating their recent CLIO model releases with as much pomp, mystery, and buildup as if they are preparing to reveal Chanel's Spring line in Milan. I'd say they are doing something right due to the popularity of their commercials, but Renault still remains in 9th place in the global ranking of automobiles.
So, whether you like cars, French women, or clever advertising, what do you think? Is this the next step forward in reality marketing? And more importantly, would it work on you?
Source: Feel Desain