Peugeot Argentina launches a 400-unit limited edition of its successful model 308. The biggest challenge is that the model does not present any big changes, and is part of a highly competitive segment –with many new competitors in 2014– in an industry currently shrinking due to macroeconomic reasons (sales are expected to decrease by 30%, as compared to 2013).

Our consumers expect the brands to help them achieve a better quality of life, not only with their products, but also through other contributions that make them feel better, entertain them, and give them reasons to feel proud and happy. Given that tennis and its players receive a lot of attention from the public, and considering that Roland Garros is one of the main worldwide tournaments, we decided to create a brand experience. In order to make a connection with our audience, we resolved to focus on the content and what people want to see: the story of our champions.

• Launching a new vehicle is always a challenge that takes 2 to 3 years of planning. In our country, due to the current recession, this is a huge challenge, and successfully overcoming it by selling the 400 units in only 2 months is a categorical success.

• In terms of communication, the decision to use content that was interesting and relevant for the people paid off: we achieved a 300% audience increase in the ESPN time slot, tripling the average ESPN rating for such time slot one day before the beginning of the tournament.

• On YouTube’s channel, we’ve counted 49,000 views of the documentary so far.

• Engagement: the web traffic increased by 45% in comparison with the annual average.

• The post-test revealed that the advertising campaign surpassed GFK’s standard for the country by 7 and 8% in model and brand awareness, respectively.

• In our street event, we surprised over 200 passers-by who interacted with the tennis players, filmed videos and even played with them. This generated the following in social media:

? 353 unique references of the hashtag #VilasYGaudio

? 805 references in total (RT, replies or mores tweets from the same person)

? 6.6 million impressions

? #VilasYGaudio was a National Trending Topic