Cannes Lions

THE ELECTRIC TRAFFIC REPORT

DDB OSLO, Oslo / PEUGEOT / 2014

Awards:

2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

In Oslo Norway, electric cars are allowed to drive in the Bus Lane. So when launching the electric car Peugeot iOn, we figured the easiest target would be petrol car owners stuck in traffic jam every morning. These drivers are heavy listeners to radio and eager followers of the traffic reports.

So we teamed up with Norway's largest radio station and created 'The Electric Traffic Report’: A LIVE traffic report broadcast from a Peugeot iOn driving back and forth in the Bus Lane.

Execution

Commuters driving petrol or diesel cars to work in from the neighboorhoods of Oslo will spend an average of 1 - 2 hours in traffic jam every day. So instead of selling the car from an environmental point of view, talking about travel time to work would generate a lot more sales. Stuck in traffic jam these drivers are heavy listeners to radio and eagerly followers of the traffic reports.

Outcome

Obviously, a lot of petrolheads were convinced - The requests for test drives increased with 400% from 1 month to the other.

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