Peugeot

Concept: Website Extension

Situation Profile

• Research shows that people who want to buy a car often go to the Internet before they have even decided on a brand.
• The recent TNS/ Google automotive consumer study (June 2007) showed 86% of new car buyers used the internet to help make their decision, with over 50% using the internet at the start of their research process.
• With the UK launch of the Peugeot 207 GTi, Peugeot became the first automotive company in Europe to use Google gadget ads.

Campaign Marketing Objectives

• Typically, the challenge for automotive advertisers using online advertising is to reach their target audience, drive traffic through to their site and encourage engagement with key areas within the site, including; configurator pages, finance offers, ordering brochures and booking test drives.
• Creative agency EuroRSCG 4D Digital provided the concept and designed the ads, incorporating three distinct features:
• A racetrack video to bring the car's agility to life.
• A 360 spin to highlight its aesthetic appeal.
• A page where users could customise the car by changing its colour.

Campaign Strategy

• The gadget ad campaign ran for six weeks from early June 2007.
• The key objectives were to give potential customers an opportunity to visualise the car and to boost awareness of the model, by creating additional online engagement.
• Peugeot's gadget ad ran on sites within the Google content network reflecting the interests of potential customers, primarily men aged between 20 and 30 years of age.

Results

• Generating more than 2,300 interactions, the campaign boosted the visibility of the product. Each interaction indicated an active interest in the car. The functionality of the Peugeot gadget ad remained within the unit, and any interaction had to be initiated by the user, not interfering with their online browsing experience.

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