NO ROAD CAN RESIST
RENAULT laguna
Issue 24 | October 2012
Agency
ORBITAL PROXIMTY
Creative Team
Creative Directors: Pilar de Giles, Sara Mansouri Services Account Director: Silvia Corominas Art Director: Cristina Luna Copy: Jose Cope Account Supervisor: Estefanía Piñeiro Executive Account 8: Pilar Paniagua Production Manager: Gemma Selga
Other Credits
Client, Media and Advertising Manager: Juan Francisco Gómez Álvarez-Arenas
Date
March 2011
Background
Renault launched 4CONTROL, a 4-wheel steering system that provides better grip and stability on curves and sharper handling. The target for the sedans in Spain expects cars to have the latest innovations like this but don't want to deal with “technical” information. This target is particularly loyal to the “sedan” models, which means that they had an opportunity to reach their current Laguna owners.
Idea
They wanted to let their database people interested in Sedans, (with cars 7/8 years old and highest renewal potential ) know about this technological innovation, … So, how could they communicate the advantages of 4 CONTROL without being “too technological”? The task was clear: it was imperative to transmit the advantages of such a powerful system in a really simple way. The strength of the creativity is its simplicity, they used the mailing design itself to make a live demo! The client opened the envelope to find a flat piece where only a sinuous road was visible. But much to his surprise, the mailing was opened to reveal that the snaking road turned into the easiest thing in the world to drive: an open stretch of road. It's that simple: with 4CONTROL NO ROAD CAN RESIST.