Our challenge was to raise awareness of the Renault Mégane and position the car as ‘anti-bland’. Statistical research pointed to a powerful thought: Mégane was a bringer of joy. Towns with more Mégane had more joie de vivre. And the most powerful way to promote this thought was to put it to the test through a real experiment: could an English town with no Mégane vehicles embrace the French way of life and the car that epitomises it?
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