Direct choice: Renault Magazine

When Renault's customer magazine landed on my doormat I realised what a great job the automotive giant is making of appealing to its wide customer base. It is notoriously difficult for car companies to communicate with all their customers because different models within a marque attract different demographics. The Renault Megane Coupe-Cabriolet, for example, appeals to the young professional, but would be inappropriate as a family car.

Renault Magazine succeeds because it is essentially a lifestyle magazine offering news about the different models and an eclectic mix of features, including interviews, driving experiences, recipes and city guides. It is also packed with celebrity personalities, making it extremely readable; Grand Designs presenter Kevin McCloud weighs up the value of sustainability, while chef Michel Roux cooks up a storm. It's like picking up a consumer title from a shop, but without the hassle.

I tend to skip the road test bits (too technical for me) and my partner wouldn't dwell for too long on some of the 'girly' features. But the point is, we both get something out of it.

Renault Magazine is a smart, effective and sophisticated method of communicating directly with the company's customers, ensuring that they feel valued while the brand is kept front of mind.

- Direct agency: Publicis Dialog.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel