CATEGORY C – DIRECT APPROACHES Entry title: Launch of Peugeot 207SW Advertiser: Peugeot

CATEGORY C – DIRECT APPROACHES Entry title: Launch of Peugeot 207SW Advertiser: Peugeot Entry maker: PHD, Parsek, Futura DDB

Launch of Peugeot 207 SW in Slovenia Ljubljana, 5.11.2007

BACKGROUND • Peugeot 207 SW is important part of whole range of Peugeot 207 family. • There’s increasing competition in small medium car segment. • Potential target group was found among young active families.

TASK • Achieve high awareness among target group (TG). • Create and build personality of the car. • Narrow targeted communication to be used. • Focus on Internet and BTL. • Increase E-mail list database. • Reach target sales.

INSIGHT • Active young families, age 25-35 yrs. • Target group (TG) are core internet users as demographic segment. • TG is active – they spend their free time together, preferably outside. • TG have special shopping habits, visit stores for kids. WE NEED TO CATCH THEM IN THE RIGHT TOUCHPOINTS – IN RIGHT MOOD AT THE RIGHT TIME

SOLUTION • REACHING YOUNG ACTIVE FAMILIES TOUCHPOINTS • Reach young families in their everyday life and in the right mindset. • Engage families to strenghten the link between consumers and Peugeot 207 SW. • Choose wide range of touchpoints to increase model recognition and create a buzz among core target group.

STRATEGY • Three steps campaign was created. • REACH our target group in the right touchpoints; • INVOLVE them into our communication through right kind of events to establish deeper connection with the brand; • We wanted to ENGAGE them through our prize winning game.

CAMPAIGN • We created wide range of communication channels. Each channel had its own role. • Positioning, awareness and sales are driven by synergy effect of all communication combined. Synergy

SOLUTION • WEBSITE • www.stirjebajsi.si launchedwith three special animal characters + 207SW. • Web site included: character profiles with videos and voting, internet game, event calendar. • Prize winning game with ZOO tickets prizes was done. • Later in time photos from the events and a presentation of 207 SW was included. Character profiles and voting Presentation of characters in “children language” Events calendar Presentation of 207SW

SOLUTION • INTERNET GAME • Simple Internet game that can be played by young children. • Winners get tickets to the ZOO where marketing materials are present.

SOLUTION • LEAFLET WITH PRIZE WINNING GAME • 75.000 copies distributed: • Prize winning game coupon: • SEARCHING FOR A TEST DRIVER

SOLUTION • E-MAILING • We choose Email list of Ringaraja.net. • Ringaraja is most comprehensive slovenian web site for young parents. • Its Email list consists of 22.000 conscious parents. • We choose it to invite families to events in ZOO Ljubljana.

SOLUTION • EVENTS IN LJUBLJANA ZOO • 3 Events created to invite and engage young families. • Events took place in pre-school relaxing period. • Car was present to increase awareness at entrance of ZOO at the time of the events. • 3 posters with main characters were present in ZOO. • Leaflets were distributed. • 3 EVENTS IN ZOO Ljubljana • Hosteses, drawing workshops, photo sessions with kids and 3 main animal characters, clown creating vivid characters with baloons • 7758 visitors visited ZOO • We handed out: • 1350 baloons • 920 badges • 1500 drawings • 746 photos – 170 of children and animal characters • 500 promo leaflets

SOLUTION • PRESENCE AT OTROŠKI BAZAR 07 • Otroški bazar is a anual 3-day children fair in Ljubljana. Atracts more than 15.000 visitors –from all over Slovenia. • Peugeot 207SW presence: • Cars was present to increase awareness. • Leaflets were distributed to engage target group.

SOLUTION • CONNECT WITH BABY CENTER • Baby center is Slovenia’s leading retail chain for Children with more than 70% market share. • ADs were present in: • Promo catalogue distributed to 120.000 Slovenian households; • Winter catalogue distributed to 90.000 A-customers. • Posters were present at the counters. • 50.000 Leaflets were distributed at the counters throughout Slovenia. • Car was present in front of flagship store in Ljubljana BTC to increase awareness.

SOLUTION • TARGETED PRINT ADVERTISING • ADs were present in: • Moj malček – leading young parents magazine; • Za starše – popular children magazine’s supplement for parents; • …

RESULT • Deeper connection with target group WAS established. • We communicated directly to specific audience cathing them in the right mindsets. • Target segment successfully reached on the internet • Average visit more than 6 minutes long with more than 10 pages visited. • 881 coupons returned to dealers. • Sales plan reached within two months after launch. • Campaign a success!

CATEGORY C – DIRECT APPROACHES Entry title: Launch of Peugeot 207SW Advertiser: Peugeot