Renault has started its first advertising campaign in Western Europe, destined exclusively to the Dacia Logan. The campaign will start in France, but the Renault bosses declared that it will also be expanded in the neighboring countries. The slogan of the campaign is “Be logical, Be Logan”. Renault has the intention of spending for this car just 10% of what is usually spent for publicity on a normal Renault car, which means a video spot for Dacia Logan will be of only 15 seconds, not so much compared with the 40 second standard.
Jan Ptacek, marketing director for the Dacia Logan, says that Renault will not spend too much money on publicity. “The campaign “Be Logical, Be Logan” will cost only 10% of a normal budget, like Megane had.”, explains Ptacek.
The spot for the Dacia Logan will not be aired in prime time, because such an expense would be useless, said the Renault bosses. Another interesting direction will be buying space in the newspapers that deal with second-hand vehicles, but only a quarter of a page, instead of a full one like most Renault models get.
The Renault strategy wants to promote the Dacia Logan model, with 5 or 7 seats, that has a starting price in Western Europe of 10.500 euro. Two of the toughest competitors for the Dacia Logan MCV are the Renault Kangoo and the Opel Zafira, but those are not even close to the price of the Dacia Logan. The Renault Kangoo sells for 21.000 euro (double!!!) and the same goes for the Zafira.
The french specialists consider that the profile of the Dacia Logan buyer enters that of the buyers interested in second-hand cars.
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