Campaign Summary
- Celebrate the Renault Clio: This campaign aimed to commemorate the Clio’s 30th anniversary, solidifying its position as a beloved and long-lasting car.
- Showcase Evolution: It aimed to highlight the car’s continuous development and adaptation to changing times, showcasing its journey alongside cultural and societal shifts.
- Connect with Audiences: By focusing on emotional storytelling, the campaign sought to connect with viewers on a personal level and forge an emotional attachment to the brand.
In 2019, Renault launched a heartwarming campaign titled “30 Years in the Making” to commemorate the iconic Clio model’s three decades of success.
This campaign wasn’t just about celebrating a car; it was a nostalgic trip down memory lane, weaving together the evolution of the Clio with the changing social and cultural landscape of the past three decades.
Evoking Memories, Celebrating Milestones: A Look Back at Renault’s Clio Journey
The Power of Storytelling: A Love Story Takes Center Stage
The campaign’s core element was a beautifully crafted television commercial. Set to the iconic “Wonderwall” by Oasis, the ad depicts the story of two young friends who met during a school exchange program in the 1990s.
The narrative follows their lives over the next 30 years, with each stage marked by a different iteration of the Renault Clio. We see them navigate life’s milestones – first jobs, marriages, and starting families – with the Clio serving as a constant companion in their journey.
“Renault brings people’s passion for life a little closer through our cars. We wanted to humanise and celebrate, not just thirty years of progress of the Renault Clio, but also the progress made within culture, society and life in that time. The Renault Clio is as in tune with the times today as it always has been.”
Adam Wood, Marketing Director at Renault UK
Beyond the Car: Celebrating Societal Progress
The brilliance of the campaign lies in its ability to transcend the realm of car advertisement. The ad subtly yet effectively showcases the cultural and societal changes that have transpired over the past three decades.
From fashion trends and hairstyles to the evolving gender roles and family dynamics, the commercial delicately captures the essence of each era. This creates a sense of connection and nostalgia for viewers who can personally relate to the depicted stages.
“Britain has had a love affair with the Renault Clio since the 90’s halcyon days of Papa & Nicole and wind up windows. Many things have changed in those thirty years. While technology, design, attitudes and culture will always shift and change, one thing will always stay the same as long as humans have hearts. The love story. This is a simple and universal tale of two souls on their own enduring journey of life, love and passion”
Dave Monk, Executive Creative Director at Publicis•Poke
A Multi-faceted Campaign: Reaching Audience Beyond the Screen
The “30 Years in the Making” campaign wasn’t just confined to television commercials. It extended to other media platforms, including outdoor advertising.
These displays focused on the car’s technological advancements through the years, highlighting the evolution of features like safety, infotainment, and design.
This multi-pronged approach ensured the campaign reached a wider audience, catering to both those drawn to the emotional narrative and those interested in the technical aspects of the Clio’s development.
A Lasting Impact: A Celebration of Life and Progress
Renault’s “30 Years in the Making” campaign was a resounding success. It resonated with audiences by weaving a human story into the celebration of a car’s legacy.
The campaign not only evoked a sense of nostalgia but also served as a subtle reminder of the societal progress made over the past 30 years.
By effectively combining emotional storytelling with strategic marketing, Renault successfully cemented the Clio’s position as a car that has been by our side through life’s journey, evolving alongside us and adapting to the changing times.
