Advertisement mistakes lesson 1 – Renault Twingo

How to spend lot of money and successfully alienate people?

Renault twingo – newspaper advertisement

This is the full page advertisement in today’s (14th September, 2015) national newspapers for Renault’s new small car Twingo. I wonder who wrote this clever, creative and utter waste of an advertising piece. I wonder which creative editor approved this to go to print

Must be one of those overpriced Paris/London/Madrid based creative agencies who are just paid for their expensive time (with no accountability for their work whatsoever).

Let us dissect some points from this masterpiece:

Go anywhere, Go everywhere – What does it even mean? a clever way of saying “GET LOST”?

5 doors as standard for easy access – Are you really serious? You are trying to sell your 5 door feature with the full frontal picture of a 3 door car.

R&Go smartphone navigation app included – How sad? Don’t you have any other feature other than a smartphone app to sell your wonderful new car?

Renault summer season – Are you kidding? Today is 14th of September. Not 1st of April. It is almost autumn.

Here is the best bit:
Renault Twingo: Top gear magazine awards 2014, city car of the year – The only best bit about the car is carefully hidden so that nobody ever get to see it.

Whoever wrote/approved this ad can be consulted for how to waste other people’s money and successfully alienate/insult/infuriate people (potential customers). I wonder if this work is the result of Renault’s internal marketing department or an external agency?

My advice to Renault: Please assign a straight thinking, practical person (not a clever, twisted geek) to VET/Approve your advertisements before it goes to print.

Rajesh Velayuthasamy

Raj is the managing director at Integra. He lives in Berkshire, UK. He knows how to start a business, how to get a foothold, how to steer it steady and finally how to grow it big. He shares his experience via articles and videos. Feel free to get in touch with him to say hi or to ask any specific question.

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