Agency: Publicis, UAE | Role: Associate Creative Director
Renault Duster Special Edition Campaign
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The objective: Introduce the new Duster Special Editions - Urban and Sports, to stimulate interest and demand and as a result boost sales.
The target audience: With this campaign we are only targeting settled Indian families and local Saudis. As thrivers, they are value optimizers and value for money driven, opportunistic, and in customer facing positions. They are influenced by brands and current trends but also influenced by word of mouth from their relatives.
The rationale: We all like to feel special. We often try to showcase our identity by adding little twists to our appearances or opting for unique hobbies, all because we want to differentiate ourselves from others and express our unique selves in front of them.
The product role: Renault Duster understands this special need. By adding distinctive features to the well-equipped Renault Duster 4x2 and 4x4, we introduce the Urban Edition and the Sports Edition for you to feel special.
The campaign line: Feel Special.
The deliverables for this campaign include Dynamic Creative Optimization (DCO) ads covering the different funnels pre-category, category, brand and current lapsed. We developed banners, YouTube bumpers, static and dynamic posts, stories and LinkedIn ads. We also created the visual for the OOH, lampposts and LED screens.
