Guerrilla marketing has always been a subject of great interest. Not always because how catchy or even relevant they are but due to the sheer amount of strategic thinking and object-drive approach applied in a seemingly random act.
Wikipedia defines Guerrilla marketing as an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells,to convey or promote a product or an idea.
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Everything about the definition looks fairly simple and seems like basic common sense. But the tricky part is to achieve that. How does one create an advertising strategy that is - Amazingly relevant, reasonably cheap and craftily result oriented.
One such campaign was launched by the French auto-maker, Renault for its car Clio 4.
The campaign was conceived and created by Scorch London’s Director, Steve Jay together with Unruly Media’s Creative Solutions team.
There are three major factors that a marketing campaign like this is based on.
- The context or what
- The objective or why
- The theme or how
The Renault Va Va Voom campaign scored well in all the three aspects and was justly rewarded with more than 3 million views and 78000 shares in the first week of its launching.
Context - Renault was showcasing its Clio 4 car which it claims, is made keeping Va Va Voom in mind. Va Va Voom can be loosely associated with a feeling filled with inspiration, excitement and energy.
Objective - Renault wanted to demonstrate the Va Va Voom attribute of its car through a story that would induce the same feeling in its customers.
Theme - Renault chose a story where it subjected its unsuspecting test-drivers(2 males and 2 females) to a situation which had all the characteristics to instill in them, the Va Va Voom feeling.
Renault invited 2 men and 2 women separately to test drive the new Clio 4. At a stop during the test-drive the car agent asks the customer to press the specially fitted "Va Va Voom" button. The moment the button is pressed the place is transformed into a classical french set-up with aroma of coffee, a kissing couple, motor cycles and the audible french conversations on the st
reet. But the final stroke is yet to come. A few seconds later there appears a group of women dancers for the male test-drivers
and a group of shirtless men for female test-drivers. Each one trying to get attention of the driver in his or her own way. Needless to mention the test-drivers are spellbound and
keep asking for more!
The story does two things in particular.
One, It invigorates the customers with the Va Va Voom intensity which the car is claimed to bring to its driver/owner. The campaign shows how does the car makes its driver feel and takes the driving pleasure and owners pride to an all new level.
Two, Renault puts across its authentic French car-maker credentials in a very subtle manner. In the process it show case the french attributes of romance and pleasure associated with itself and its cars.
Link to the Girls video (Male test-driver)
Link to the Boys video (Female test-driver)
Wikipedia defines Guerrilla marketing as an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells,to convey or promote a product or an idea.
One such campaign was launched by the French auto-maker, Renault for its car Clio 4.
The campaign was conceived and created by Scorch London’s Director, Steve Jay together with Unruly Media’s Creative Solutions team.
There are three major factors that a marketing campaign like this is based on.
- The context or what
- The objective or why
- The theme or how
Context - Renault was showcasing its Clio 4 car which it claims, is made keeping Va Va Voom in mind. Va Va Voom can be loosely associated with a feeling filled with inspiration, excitement and energy.Objective - Renault wanted to demonstrate the Va Va Voom attribute of its car through a story that would induce the same feeling in its customers.
Theme - Renault chose a story where it subjected its unsuspecting test-drivers(2 males and 2 females) to a situation which had all the characteristics to instill in them, the Va Va Voom feeling.
reet. But the final stroke is yet to come. A few seconds later there appears a group of women dancers for the male test-drivers
and a group of shirtless men for female test-drivers. Each one trying to get attention of the driver in his or her own way. Needless to mention the test-drivers are spellbound and
The story does two things in particular.
One, It invigorates the customers with the Va Va Voom intensity which the car is claimed to bring to its driver/owner. The campaign shows how does the car makes its driver feel and takes the driving pleasure and owners pride to an all new level.
Two, Renault puts across its authentic French car-maker credentials in a very subtle manner. In the process it show case the french attributes of romance and pleasure associated with itself and its cars.
Link to the Girls video (Male test-driver)
Link to the Boys video (Female test-driver)
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