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12 Second Strip

Issue 18 | March 2011

Background

Renault, known for sexy cars, was launching Wind Roadster, an all-new vehicle in a new segment for them – the small convertible category.

Its most notable feature was a clever foldaway roof which retracted in just 12 seconds, but the car had many other benefits which Renault wished potential buyers to be aware of, so web visits were important.

Budget was modest and client was unsure of a precise target market since no competitor model was strictly comparable.

The task was to attract fun-loving people to take a good look at the car with an idea that suggested the car’s spirit as well as talked about its product benefits.

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