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.


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