Renault is taking what it calls ‘a cheeky poke’ at Mini with an outdoor ad campaign outside its London West site in Brentford. The Renault dealer is opposite a Mini showroom, you see.
Beneath a billboard with the headline ‘Make your neighbours jealous’, Renault has positioned a 5 E-Tech adorned with a Union Flag on the roof. The French firm is hoping that punters will shun the opportunity to go on a Mini adventure, choosing instead to take a punt on the current darling of the electric car world.
And why not? The Renault 5 E-Tech is the current European Car of the Year, costs as little as £22,995 and, in Petrolblog's humble opinion, is far, far cooler than a Mini. You can even order a Roland Garros edition.
The temptation to reserve one for £99 is VERY strong.
The cheeky campaign in Brentford – home of the mighty Bees – is another example of why the 5 E-Tech is one of the most talked-about electric cars in the UK. It helps that it looks fabulous, but every review I've either read or watched suggests that there's some genuine substance beneath that pizazz. Am I allowed to use the word ‘pizazz’ to describe a car?
One day, in the dim and distant future, when the world and its dog have driven the 5 E-Tech, Petrolblog hopes to get behind the wheel, but in the meantime it will just have to admire it on a trip to the Gtech Community Stadium.
The buzz surrounding the 5 E-Tech reminds me of the sales and marketing push for the launch of the Renault 5 in 1972. Publicis created a memorable campaign focused on the car's friendly face, turning the headlights into eyes and adding a mouth to the bumper. The 5 became the ‘Supercar’, with the message spread via cinemas, bus shelters, advertising hoardings and press ads.
The aim: to ensure everyone in France knew about the Renault 5 within two weeks. Fifty-three years later, this feels like history repeating itself. Your move, Mini.
