Cannes Lions

3008

EURO RSCG BRUSSELS, Brussels / PEUGEOT / 2010

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

What was the creative strategy solution?To hit this ‘open to innovation’ target required an original creation. Using a spectacular 3D situation, describe the main feature of the car - its road holding due to the Grip Control®, while maximising the visibility of the model number 3008.Describe the different channel(s) and how they worked together to maximise the campaign.

For the media, we chose the outdoor 36m² Clearchannel (in addition to a classic launch media plan - TV, magazine and online).This presentation featured in the 5 major cities (Brussels, Antwerp, Gent, Liège and Charleroi) over a 6-month period using 13 sessions of 15 days from July to December 2009.

Outcome

What happened as a result of the communication activity?

We obtained major coverage of the 30-50 year age group living in the 5 major centres (349 GRPs, 54% coverage @1+ and 6.5 OTS) for this high impact campaign.

Commercial results:In 7 months (campaign period) 3,159 orders.A result well beyond the objective (1,601 cars).By the end of March 2010, the Peugeot 3008 had achieved second place in the segment with 2077 registrations against 2388 for the Nissan Qashqai.

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