Motoring brand Renault UK has launched its first standalone
microsite as part of the repositioning of the Clio car in Britain.
The site (www.va-va-voom. co.uk) forms part of a marketing mix that
includes TV commercials to make the marque appeal to UK males in the 25
to 35-year-old age group.
It features a rundown of the car itself, plus extras such as games, a
chatroom and entertainment guide. Creator Publicis NetWorks said it
would update content depending on the audience take-up.
The microsite, which is to run for up to 12 weeks, is part of the
biggest UK marketing spend by Renault since the launch of the Laguna, in
February.
An online marketing campaign driving traffic to the microsite has been
planned featuring a number of executions including banners and
transitional ads. Transitionals will appear on MaximNet, FHM.com and
MaxPower.co.uk.
The microsite's web address will feature throughout the overall
campaign, appearing in the TV commercial, press and poster
advertising.
A spokesman for Renault UK said: "The site will run for up to 12 weeks
then it will disappear. Depending on its success, it might be brought
back."
In April, Renault UK's parent company Renault SA picked the UK as one of
the three marketplaces to try out its new site.
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