Renault managing director Andrew Moore says Koleos sets a new benchmark in positioning the brand as a key European player in Australia.
Renault has taken its latest campaign on the road, visiting various Victorian locations for its new ad promoting the Koleos.
The campaign, developed by Melbourne-based agency Big Red, is the first to be produced locally by the French car brand.
It follows research that found Renault is still perceived as being 'quirky little French cars' by Australian consumers, a perception the company was looking to move away from for the Koleos.
The ads were shot entirely in Victoria at locations including Point Nepean, Sorrento, Kew House, the advertising company’s St Kilda Rd Office, the Bolte Bridge and ‘rainbow’ tunnel, and Melbourne’s city streets.
The Renault Koleos is one of the car brand’s biggest sellers, with the campaign designed to highlight that the SUV is big on power, features and space, despite its place in the medium car market.
“The objective of the new Koleos campaign is to encapsulate the essence of the Renault brand and appeal to a broader audience,” Renault GM marketing communication Terri Golder says.
“The French design of our vehicles make them very distinctive on the road. We want our advertising to reflect this attribute by being stylish and distinctive in the cluttered automotive landscape. We wanted the campaign to be warm with a sense of joie de vivre to appeal to people’s emotional drivers. The Koleos is the enabler in a series of stories rather than the hero. We hope it is relatable and makes people smile.”
