2011 Winners & Shortlists

The Brief

Since 2005, Peugeot has experienced some turbulent times in the Middle-East, falling from 5th in the market to 14th. Two high profile technical malfunctions had left negative perceptions in the mind of car buyers and trust in the brand remained low. The task was to revive the brands fortunes after a communications absence of 15 months with the launch of the all-new 308. With 2010 a World Cup year (inflated media costs); the challenge was find cost-efficient alternatives to bring the 308 to life.

Describe how the promotion developed from concept to implementation

Research told us that the decision-making purchase of a car buyer involves various stages of research and short-listing based on model spec. Given our small budget, a World Cup year and digitally savvy audience, our strategy was to share the 308’s impressive spec through a nine-part branded web series. In each 15min episode of ‘The Peugeot Challenge’, popular MBC presenter Aline Watfa gave 8 teams various unconventional challenges - all designed to showcase the 308’s features. Videos were posted on a 308 microsite as well as profiles of contestants, behind the scenes footage, forums and competitions.

Describe the success of the promotion with both client and consumer including some quantifiable results

Key to launching the new Peugeot 308 would be to ensure that all its featured were communicated so that perceptions of poor technical quality could be changed. By developing branded content we could successfully showcase the 308’s varied model spec in an entertaining and engaging way. More importantly, by creating branded content and developing a 308 microsite it would allow us to create a dialogue with new car buyers and reconnect them with the brand – something that had not happened for some time.

Explain why the method of promotion was most relevant to the product or service

Over 41,000 people watched the Peugeot Challenge online and spent an average of 3min browsing the Peugeot content. Through 86,000 fans on Facebook we’ve witnessed significant increases in positive brand sentiment. In fact, half of people stated they are now more positive towards the brand, whilst 59% now trust Peugeot more, compared with a year ago. The test drive application generated over 2,000 enquiries from new car buyers keen to experience the 308. Sales increased by 3% in the Levant, 7% in the GCC & 30% in Egypt. More importantly, the brand has maintained its market share after years of decline.