The greatest exploit of marketing is convincing people that it does exist. As Madonna sang once upon a time, we are living in a material world, so marketing execs are always trying to discover new ways to promote their products –and keep their high-end salaries and bonuses intact.
When it comes to cars, things get tricky: the target group isn’t always clearly defined like in other products. That’s because, even though automobiles are considered more of a male hobby, both men and women buy and use them.
Moreover, traditional means of advertising no longer attract the new generation. Social media is where it’s at. And Renault UK agrees launching a Facebook competition in which it calls users to take a test drive and win a £11,000 Clio and a chance to meet Renault-sponsored pop artist Rihanna.
Va Va Voom, indeed. Or will they also change their slogan to “Cheers (Drink to That)”? Nah, the seventh single’s title from Rihanna’s latest album would not bond well with the “don’t drink and drive” campaign…
