2015 Winners & Shortlists

Creative Execution

A hybrid parallax video-based microsite, mobile and desktop accessible, immersed the user into the world of Peugeot 508 - Made with Character - to explore: Character Within (performance, drive, design), Crafted with Character (craft, innovation, features) and Character in Others (inspiration, aspiration, reflection). Users were asked to book a test-drive to ‘Win A Trip to Paris’ – a city full of character. For people who visited the showroom, they were handed a coded card to double their chances. Content, social and paid media calendars utilised video assets to promote the microsite and competition, with fans viewing, sharing and discussing the 508.

Our UAE and Lebanon audience only constituted 15% of Peugeot’s Facebook fans. Yet in four weeks we achieved: DrivewithCharacter.com • 437,000+ video views • 14,300 unique users • 16,000 visits Facebook • 281% monthly interaction increase (10,000 - 38,108) • Contributed to 20% of 2014’s overall interactions • 114% increase month-to-month fan growth • Highest shared video ever - Character in Others: Manal Al Dowayan • Most liked video ever - Character in Others: Ayaad Damouni • Engagement increased by 363% • Video views increased 4600% (1,000 views per video to 47,000) • But most importantly we converted just under 600 dealer and test drive page visits during the campaign period.

Lacking awareness and purchase consideration in the region, amongst much automotive advertising clutter, Peugeot’s new 508 launch needed a different approach. Our idea focused on the driver rather than the car - to promote the 508’s Character Within via a distinct tone and visual look. A Character that inspires you to make different choices, to think again. This Character had to identify with our audience in order to establish the 508 as the car of ‘choice’ to test-drive and buy. Using a series of reflective videos, we created an online experience to inform consumers about the 508, to question their choices, their Character Within and consider Peugeot. To promote the 508’s Character we chose 10 regional entrepreneurs and craft inspirators to reflect the 508’s characterful design, whose lives are driven by choices and whose individuality drives their art. They were our Characters in Others and DriveWithCharacter.com was our communication platform.