Multi-channel marketing

Of course there are plenty of businesses in the automotive industry which would seek to profit from my current problems with an unreliable car.  One of them is Renault who have been running an advertising campaign across a range of media, both old and new.  My interest was piqued by prominent advertising on the sides of buses where I live, promoting a short film entitled the Megane Experiment which had been awarded just one star, out of five, by the Daily Mail.  I wonder if this is based on real demographic data, suggesting that people living close to route number 43 in London would look more favourably on a product if the Daily Mail didn’t like it.

However it turns out from that Renault, and their advertising agencies, might not be as expert in their use of new media as they’d like to think.  In any case the campaign, successful or not, is an interesting case study of how businesses can combine web 2 with other tools for marketing.

As it happens my first car was a Renault 5, which was smooth and comfortable to travel in.  But my joie de vivre associated with it did evaporate, along with much of the engine coolant, one morning when the radiator sprung a leak as I was driving through Shepherd’s Bush


3 Responses to “Multi-channel marketing”

  1. Peter Says:

    I would not fully agree with your opinion. I think that Renault and the agency have done a great job of integrating their advertising on TV, print and social media. Admittedly, it wasn’t as neatly done as The Old Spice Guy, but I still found it quite humorous and effective! And as per the increasing integration of online tools in marketing, there was a very interesting article about it in today’s FT, I highly recommend that you have a look. Regards, Peter

    • martinrich Says:


      To be fair, I agree that the creative side is excellent and, as you say, it works well across channels. My reading of the eConsultancy criticisms is that this is a sign of how different the detailed practical problems facing advertisers are once you start working with new media.

      But the real test of a campaign such as Renault’s is whether it tempts people to buy their product. And it’s still remarkably difficult to determine what sort of response exists to advertising using web 2. Whereas advertisers have a very good idea of the demographics of the people who get to see 30 seconds on ITV1 at 10pm, or a poster on the side of a number 43 bus, it’s much less certain who is seeing advertising on Facebook

  2. Peter Says:

    Here is a link to the article:

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