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Renault targets young car buyers with campaign for Kadjar SUV via Big Red

Big Red had created an ad for Renault Australia’s new Kadjar medium SUV under the brand’s ‘Make the Move’ platform

In an effort to position the vehicle as aspirational for younger consumers, the TVC features a young lusty couple exploring the country, from coastal to rural areas and visiting the Mornington Peninsula’s Jackalope Hotel.

The ad is set to the track ‘Catch me if you can’ by Melbourne group, Desert Belle.

The TVC was directed by CKOL’s by Jessie Oldfield and Adam Murfet. Still photography was done by Andrew Vukosav.

The film will appear on TV, social media and cinema, and will be accompanied by OOH and digital campaigns.

The photography for the OOH elements, executed by Isamu Sawa, treat the vehicle with neon light to capture its design. Post production for the OOH was completed by DBG Digtial.

The OOH execution

Terri Golder, GM of marketing communications at Renault Australia, said the campaign was just the start of a big year for the brand.

“2020 is going to be a big year for Renault Australia, as we have an almost completely new line-up coming across the range. The launch of the Kadjar is just the beginning,” Golder said.

“This is a brilliant campaign, beautifully shot in a way that really captures the Kadjar’s distinctive European flair, Apple Car Play and premium audio amongst many other features.”

Credits

Client: Renault Australia
Managing Director: Anouk Poelmann
Marketing Director: Felix Boulin
GM Marketing Communications: Terri Golder
Agency: Big Red Communications Group

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