Renault Brings Touch Of Small Screen Glamour To Cyberspace

The New Renault Website

renault Clio 182

Renault UK has launched a brand new website www.renaulttv.co.uk dedicated to showcasing some of the company’s finest creative work, both past and present, and with particular emphasis on its fascinating collection of television ad campaigns from around the globe.

Unquestionably the site’s best feature is its catalogue of 34 videos and TV ads showing on the daily ‘Playlist’ and video archive, with the site regularly updated to take account of any new campaigns or interesting old footage. The ads in particular provide an intriguing insight into how the different cultural and social attitudes in each country affect the humour and overall tone of each production, with examples from countries as diverse as France, Italy, Netherlands and Spain.

Two of the finest examples of Renault’s contemporary ad style come in the form of two offerings from Renault’s marketing teams in France and Italy. The former provides a very tongue-in-cheek take on the rather unexpected benefits of the Megane Coupe-Cabriolet’s folding glass roof from a little boy’s point of view, while the latter, whose title loosely translates as "The Ideal Family Car", follows a ‘Mafia’ family making the most of a Megane Sport Tourer’s load-carrying ability but for a slightly more unusual reason than most...!

Other highlights on the new website include a witty, animated German re-working of the classic Snow White and Seven Dwarves tale, the company’s first ever global advertising campaign for the Renault F1 Team, "Feel It", which shows people from countries as diverse as Brazil, France and Japan shaking and moving around as if they are "feeling" the driving sensations of a Formula 1 car, as well as a variety of other visuals to commemorate the evolution of the four generations of Espace as part of its twentieth anniversary this year.

Renault is renowned for its avant-garde design, safety expertise and catchy commercials, so as the first company subsidiary to launch a website such as this, Renault UK is aiming to reinforce this view as well as raising its overall brand profile.

Renault currently has six cars (Megane Hatch and Coupe-Cabriolet, Scenic, Laguna., Espace, Vel Satis) with five-star Euro NCAP crash test ratings – more than any other manufacturer, so to underline its safety credentials as part of the overall brand awareness exercise, the site has a specific Safety section designed to educate the public. Available in this area are a selection of the company’s own crash test recordings and safety equipment educational videos, plus some fascinating TV recordings, including those of an old Espace and the safest car on the road today - the current Espace, being driven into each other head on, and a Mégane Hatch being crashed into another car by a real person.

continues... | Part Two
Published 23 July 2004 Melanie Carter

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