Cannes Lions

PEUGEOT 107

AEGIS MEDIA ITALIA, Milan / PEUGEOT / 2007

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Overview

Entries

Credits

Overview

Execution

An integration of activities finalised with dating was key in reaching the target. We represented 107 as a dating facilitator invading 10 cities with real Cupids in hangout areas and universities, guerrilla activities (magnets, stickers, bookmarks…), a cool personalisation of the most famous instant messenger, a competition developed with the most important music TV channel inviting youth to express themselves via web, and finally a free press special edition was distributed on Valentine’s Day.

Outcome

High awareness, involvement and familiarity with contest’s values due to originality of communication. Considerable participation and strong recognition established a deep emotional bond with target.

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