Peugeot: YOU CREATE THE CAR

Credits & Description:

Type of Entry: Product & Service


Category: Cars & Automotive Services


Title: YOU CREATE THE CAR


Advertiser/Client: PEUGEOT MOTORS COMPANY


Product/Service: PEUGEOT


Entrant Company: OMD UK London, UNITED KINGDOM


Media Agency: OMD UK London, UNITED KINGDOM


Creative Credits


Name Company Position


Garrett O' Reilly Omd Uk Communications Planning Manager


Tom Darlington Omd Uk Communications Planner


Anthony Mouskoundi Bauer Media Group Account Director


Sheree Blades Bauer Media Strategy/Solutions Project Manager


Eugenie Channell Elle Promotions Director


Elena Buckland Elle Business Development Manager


Andrew Wynd Omd Uk Press Manager


Pauline Kho Omd Uk Digital Associate Director


Ben Barker Omd Uk Head Of Radio


Nadine Lloyd Omd Uk Associate Communications Planning Director


Chrissie Deakin Omd Uk Associate Communications Planning Director


Details


Results and Effectiveness:


This level of collaboration between a car manufacturer and media owners was unprecedented. 32,000 individuals helped design the ELLE 207CC car; a level of engagement six times bigger than any in ELLE’s history. 81% of readers considered it a stylish and fashionable car, twice that of competitors. Demand for the special edition led to the production quota being doubled. The 207CC was 2008’s highest selling convertible car. The KISS 107 special edition increased 107 sales by 43% y-o-y in the month of its launch, and 9% overall, demonstrating the halo effect that co-created models have on the main models.


Creative Execution:


Finding the Partner for Co-creation, 107 sales data revealed buyers to be young, aspiring urban females. Music plays a role in their lives, offering inspiring social currency. Kiss FM was the perfect fit. With the 207CC, style is key. ELLE, as the home of fashion, offered the perfect opportunity to access style-conscious females. Making it Happen A year-long sponsorship of Kiss FM’s flagship shows saw promotions combined with updates on DJ’s websites detailing the co-creation of the eagerly awaited 107 Kiss model. Personalisation and consumer involvement were taken even further on 207CC. ELLE identified Style Influencers across its platforms inviting them into the design process. Stimulus, including behind-the-scenes footage from London Fashion Week was provided, with readers asked to vote for their favourite to be used in new product development. By creating a bespoke couture 207CC, we delivered a true reflection of what today’s car buyer wants.


Insights, Strategy and the Idea:


Peugeot’s core strength rests in the small car sector. Their flagship models sit at either end of the spectrum; the 107 is dynamic and economical whereas the 207CC is the aspirational convertible. The marketplace was commoditised with competitors launching 3 models per year and category media spend increasing 6% y-o-y. In this innovation-driven category and with no new product development, we needed to create news to fuel desire and breathe life back into Peugeot. Strategy: To address the commoditisation challenge, we looked to the fashion industry. Faced with the trend for ‘affordable luxury’, brands realised that luxury is synonymous with scarcity. Moreover, they have small groups of highly influential loyalists who stimulate the masses to create trends. Idea: Create limited edition cars to trigger must-have desirability, and identify the 107 and 207CC’s Style Influencers, transforming them into advocates willing to amplify our message via their personal networks.