Driving Growth – Renault and The Late Late Show
Client: Renault Ireland
Project: Sponsorship of The Late Late Show
What was the main aim of this campaign?
After the recession, Renault had proposed a strategic plan with their dealer network to be in the top three after five years. Renault wanted to re-establish themselves and resonate with the Irish market in an Irish way.
What was the chosen solution and why?
In order to meet the brief, we composed a solution that would act as a key contributor to building a strong awareness level of the Renault brand while also engaging positively with a uniquely Irish audience. The Late Late Show is the longest running chat show in the world and is a staple in Irish homes on a Friday night, with an average 500k weekly viewers (Sept 2017 to April 2018) and a 40.2% share of viewing (Sept 2017 to April 2018). With The Late Late Show comes strong national exposure which was exactly what Renault needed to meet their campaign targets. The sponsorship was also enhanced with in-show car giveaways, social media activity and clever product placement in The Late Late Toy Show.
What was the result?
Renault has sponsored The Late Late Show now for last three years, and over this time they have experienced remarkable commercial success, growing 1.5x ahead of the Irish car market. One of the key measurements tracked within the company is footfall to their dealership network. The brand association with The Late Late Show highlighted to Renault the strength and scale of the property as it reaches right across all of Ireland. Paddy Magee states, "From our research we can see that the number one driver of footfall for us has been The Late Late Show. This impacts our key decision making for our future strategy and this is why we are renewing our partnership with RTÉ to sponsor The Late Late Show for another three years – up to 2020".
Why did you choose to work with RTÉ?
Paddy states, "We have a great relationship with RTÉ Media Sales, and the teams work very well together. We find that instead of us challenging them, they are challenging us and bringing new and innovative ideas to the table. The way in which the teams work has been one of the key reasons why we have decided to extend this sponsorship".
Bringing innovation to the partnership such as social media events and new platforms has really expanded and brought in a new customer base to the Renault brand. Part of the success of this is that The Late Late Show acts as an immediate platform to the Irish audience, which was a powerful tool when Renault were launching new products to market.
In order to get a view into how this sponsorship was performing for the Renault brand, we enlisted research provider Gfk to conduct online research of viewers of The Late Late Show with non-viewers. This research had a total sample size of 1,000+ and the sub-sample of regular Late Late Show viewers was 200 respondents.
The renewal of The Late Late Show sponsorship by Renault Ireland for an additional three year term, up to 2020 makes this the longest sponsorship partnership the show has had throughout its 56 seasons.
Geraldine O'Leary, RTÉ Group Head of Commercial states, ‘We are delighted to extend the relationship between The Late Late Show and Renault. The renewal of this sponsorship is testament to the strong partnership we have built with Renault over the years and the results that this association has delivered for them. We share the same level of ambition to continually challenge what we can do to amplify the sponsorship. This brings their sponsorship to six continuous years, the longest we have had for the show. We are looking forward to collaborating with Renault over the next three years and are very grateful for this wonderful commitment.’