Cannes Lions

PEUGEOT BRANDING/MOTIVATION DIALOGUE

BBDO PROXIMITY , Oslo / PEUGEOT / 2003

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Overview

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Overview

Description

To convert 'dull strategies' to real action we decided on a delicate mix of theory and entertainment. The brand must be brought to life.Solution: A direct dialogue to each employee dealing with 'how to live the brand'. 4 steps:• 1: Introduction and invitation.• 2: 'The art of listening'; a CD with remarkable real-life examples on how and how not to render service and test.• 3: 'The art of opening your eyes'; a comic-book with focus on seeing opportunities and test.

• 4: 'Once upon a time…'; a fairytale on how to succeed in life and test.

Outcome

The main purpose of the programme is to strengthen knowledge about, and ownership of, Peugeot´s core values.Post-programme analysis shows, among others:77% awareness of programme.Significant increase regarding sense of involvement and understanding of the brand.92% pinpoints brand-essence accurately.71% take great pride in their work.98% say they make a difference when it comes to customer experience.Areas in need of special attention in the coming years.Regarding programme-content: 77% say it´s very goodRegarding programme-execution: 87% say it´s very good The client is very happy and will continue the programme in 2003.

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