Renault touts space in cheeky derriere TV ad

Its launch is supported by a television campaign featuring the soundtrack 'I see you baby (shakin' that ass)', a track from dance duo Groove Armada.

The TVC - which had a permanent ban slapped on it by the television watchdog in Britain after viewers complained about 'wiggling bottoms' and the word 'ass' being used in the ad - shows the rear view of the car and those of some female dancers. It was developed by Publicis in the UK and localised for the Hong Kong market.

Mike Rushworth, general manager at Jebsen Motor, said: "We got the car to Hong Kong and had to introduce the five-door hatchback in a four-door saloon market. In the '70s, the hatchback was the rage. It has changed to saloons now.

"It had to a hatchback and for this we had to change the minds of consumers, so we launched the 'Shake it' British campaign here and in the showrooms because we wanted to show that the (car's) backend was very attractive and exciting."

The 30-second TVC is running on TVB Pearl and on Cable TV, supported by quarter page ads in key Chinese-language dailies and the English-language South China Morning Post, as well as backdrops and posters at the Renault showroom.

Publicis' senior account director ' Peter Oesch said: "The existing print ad did not strongly enough create synergies with the TVC and Publicis Hong Kong was therefore tasked to develop a print ad that would support the commercial better."

Renault recently set up its Asia-Pacific operations in Japan, covering China, Taiwan, Hong Kong, Australia and New Zealand. It will launch other models in the coming months, with the aim of securing 30 to 40 per cent of sales in Hong Kong.

According to Rushworth, car sales figures for August were down almost 34 per cent over the same period last year, while September figures fell nearly 29 per cent. "That means over the year the market is down 28.15 per cent. Last year was not a good year, so this is not good. Sars and the economic crises are affecting sales in Hong Kong," said Rushworth.

However, he added that a pick-up was expected in the fourth quarter.

"The retail business is improving and the stock market is improving, while the property sector is showing that it is panning out. Mercedes, BMW and Porsche are doing well. It shows that the upper market is enjoying more free cash than the mass sector."