Renault 19: Advertising Without Compromise, Evaluating Without Mercy

Launch of Renault 19. Objective: to help build a perception of the brand as a good quality car. Media: TV, supported by press and posters. Burst strategy. Evaluation: major objective - to build up impressions of the marque compared with main competitors - was achieved. Over 100% of intended target sold by year end. Successfully built brand equity.