Renault uses Victoria as the backdrop for its latest advertising campaign via Big Red

Renault is proving it is a big player in the SUV market in a new advertising campaign developed by Melbourne-based agency Big Red, which features prime Victorian locations in supporting roles to its star performer, the Koleos.

The fully-integrated campaign including TV, outdoor, social and digital is the first to be produced locally by the French car brand.

The campaign, which carries the theme ‘Big’, was 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.

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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, Big on Features and Big on Space, despite its place in the medium car market.

Says Terri Golder, GM marketing communication, Renault: “The objective of the new Koleos campaign is to encapsulate the essence of the Renault brand and appeal to a broader audience.

“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.”

She said despite being one of the biggest automotive brands globally, Renault was still perceived as being ‘quirky little French cars’ by Australian consumers.  

But the Koleos is an affordable European alternative to the mainstream brands with premium specs, and provides drivers the opportunity to live a big life.

Whether it’s enjoying extra legroom on a big trip, or using the 2-tonne towing capacity to tow your big boat, it’s the perfect vehicle for those wanting to make the most out of life.

Sitting in the largest and fastest-growing medium SUV segment, Koleos provides a perfect opportunity for Renault to attract a new mainstream audience, Golder said.

Renault managing director Andrew Moore said Koleos sets a new benchmark in positioning the brand as a key European player in Australia.

Says Moore: “Being in the largest and fastest growing medium SUV segment, Koleos provides a great opportunity for Renault to attract a new mainstream audience and build the brand on the back of its success.

“Koleos is already a top seller for Renault and stacks up very well against the competition on both spec and value.”

Client: Terri Golder, GM Marketing Communications

Editor: Michael Houlihan