The Challenge
The 208 city car and 2008 SUV were two critical all-new model launches for Peugeot
The challenge was to raise awareness of the new models and their ‘power of choice’ line-up – electric, petrol and diesel – among demographics with a low perception of Peugeot (45+ males) as well as 25-44-year-old females
- Increase brand awareness around the 208 and 2008 among the target audience
- Communicate Peugeot’s ‘power of choice’ – EV, petrol, diesel
- Raise awareness of Peugeot’s EV capabilities
- Communicate that Peugeot is a tech leader
- Generate action – hand raisers, deeper Peugeot engagement
The Insight
Insight shows the Car and Grazia audiences are particularly open-minded to electric cars, being 2x and 1.7x the national average in considering an EV for their next car. Research showed that the Grazia female was in-market for buying a car and her lifestyle values of feeling, looking and acting youthful were important to her and would play a part in purchase decision-making.
Insight also told us that:
- Travel is highly important to the Grazia reader +74% more than the UK average
- The Grazia audience is highly influenced by magazine travel features (1.5x national average)
The 30+ male across Bauer’s Automotive brands was also in-market for buying a new vehicle, particularly SUVs and hatchbacks.
The idea
Bauer targeted in-market 25-45- year-old females, car buyers, and automotive influencers.
One idea, executed differently to showcase how the 208 and 2008 met the specific needs of the two different target audiences. Create content that would give the campaign an editorial feel and showcase what the cars had to offer.
Great Grazia Road Trips
A travel series with the 208 and 2008 firmly embedded as part of this content allowed Peugeot to integrate seamlessly with editorial.
Partnership with Bauer’s Automotive brands CAR and Parkers
Take the specific audience of 35+ males who we know are passionate about cars on a journey to tackle the quintessential British road trip – Land’s End to John O’Groats – in a relay of the four new Peugeots. These road trips would firmly showcase what the range had to offer and all its tech capabilities.
Execution
32-page Car print supplement curated the team’s epic road trips in electric, petrol and diesel 208 and 2008 models. Content fed a digital hub, supplemented with videos and Peugeot design stories, which pulled in 61,000+ UK unique users.
Native video and print content as part of the Great Grazia Road Trips, highlighting attributes of the 208 and 2008 that insight told us resonated with the Grazia audience.
Results
>20 MILLION
IMPRESSIONS – THE CAMPAIGN MASSIVELY INCREASED BRAND AWARENESS
16-22 POINTS
INCREASED PERCEPTION THAT PEUGEOT LEADS ON EVS
4 OUT OF 10
GRAZIA USERS WHO SAW THE CAMPAIGN TOOK ACTION AS A RESULT OF THE CAMPAIGN. PERCEPTIONS OF PEUGEOT +20%
6 OUT OF 10
CAR READERS WHO SAW THE CAMPAIGN THINK PEUGEOT IS MODERN (+33%)