Cannes Lions

PEUGEOT

OMD UK, London / PEUGEOT / 2004

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Overview

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Credits

Overview

Execution

Integration was total – designed to enhance the movie experience. Idents stylishly recreated moments from blockbuster movies. Peugeot cars were integral characters in each movie scene. Each ident fitted with a specific movie genre, featuring the most relevant model for each audience. For example: Male, action (The Matrix) 206 GTi 180-'The Good, Bad and The Ugly', 307CC-'Terminator'.

Outcome

FIVE movies reached 36 million adults in 2003, +15% YoY–making it 50% cheaper than TV spot advertising. Intention to purchase Peugeot increased hugely, from 46% (Nov-‘02) to 63% (Nov ‘03). Amongst viewers, FIVE movies was the most recalled TV sponsorship by a motor manufacturer. Viewers had an average of 49% higher awareness of featured models.Perceptions of style increased by 15% YoY. 52% of respondents had a more positive perception of Peugeot YoY.

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