PARIS - Renault and its Publicis advertising agency are putting safety first in the new campaign for the Megane. The French advertisements use the slogan 'Take care of yourself,' while 'Stay beautiful' is the catchline in the UK.
Safety was pinpointed as an important factor for car buyers when Renault carried out a marketing study in several different European countries.
'Safety is a major concern for customers throughout Europe,' said Patrice Clipez, Renault vice president for advertising. 'They rank safety at the top of their expectations.'
In a Euro NCAP (New Car Assessment Program) carried out in May 1998, the Megane - along with the Volvo S40 - was awarded a top rating for passive safety in frontal and side impacts.
Euro NCAP is an independent consortium of European public bodies and associations. It evaluates the crash performances of vehicles through regular test programs.
'The result of the Euro NCAP test convinced us to use safety as a main argument for the Megane campaign,' said Clipez. 'It also proves that all the effort we put into the development of this vehicle has paid off.'
He said the Megane campaign is targeted at the growing number of people who want to enjoy a healthy way of life. Renault believes the same concern - watching out for your health - should exist when people drive their cars.
The safety message for the Megane is being used throughout Europe, but Clipez said Renault
didn't do it that way to save money.
'Eighty percent of our budget is spent on buying advertising space,' he said. 'It is relatively inexpensive to make different films for television or create special advertisements for newspapers and magazines.'