2015 Winners & Shortlists

The Brief

Lacking awareness and purchase consideration in the region, amongst much car advertising clutter, Peugeot’s new 508 launch needed a different approach. Our idea focused on the driver rather than the car - to promote Character Within the 508 via a distinct tone and visual look. A Character that inspires you to make different choices, to think again. A Character to establish the 508 as the car of choice, to test-drive and buy. By using a series of reflective videos, we created an experience to inform consumers about the 508, question their choices, what defines their Character Within and consider Peugeot.

Describe how the promotion developed from concept to implementation

Inspirational endorsements and visual identifiers are often used to attach a product proposition to the mindset of an audience, as a reflection of the product and its representative lifestyle So to promote the Character Within we videoed 10 regional inspirators across craft and design that would reflect the 508’s character, whose lives are driven by the choices they make and whose individuality drives their art. They were our ‘Characters in Others’ and we asked them what about their Character Within. We created www.DriveWithCharacter.com, a microsite communication platform to launch and host the 508’s ‘Character Within’ campaign, videos and inspire consideration.

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

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.

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

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.