Category: Cars & Automotive Services
Advertiser: PEUGEOT
Product/Service: PEUGEOT SPARE PARTS
Agency: EURO RSCG WARSAW
Creative Director: Jacek Szulecki (Euro RSCG Warsaw)
Copywriter: Magda Banasik (Euro RSCG Warsaw)
Art Director: Rafal Rys (Euro RSCG Warsaw)
Group Account Director: Agnieszka Wichracka (Euro RSCG Warsaw)
Account Director: Ewa Wolska-Rzewuska (Euro RSCG Warsaw)
Media placement: Ambient Media - Auto Aqua Park Car Wash - 06.03.2012
Describe the brief/objective of the direct campaign.
Peugeot drivers service their cars at authorised dealerships only for the duration of the warranty. After it ends they switch to cheaper garages that never use genuine spare parts. The aim of this campaign was to promote original Peugeot spare parts and encourage consumers to make use of discount coupons included in the offer.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted our target group to experience for themselves that fake parts (‘foreign objects’ in Polish) in their cars, could be a cause of trouble. Every time a Peugeot owner used the Auto Aqua Park car wash, a station employee left a surprise inside the car – a bra (if the driver was male) or a tie (if female) - with a note that read:
‘Foreign objects in your car may cause trouble. Use only original Peugeot spare parts.’
On the other side of the note we printed an individual promotional code, which could be used on the Peugeot website to receive discounts on original parts and accessories.
Explain why the creative execution was relevant to the product or service.
It was a compelling demonstration, of what could happen if ‘foreign objects’ found their way into their Peugeot cars. By using the elements of provocation, surprise and humour we were able to engage consumers with a topic that was usually boring to them.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We left 300 bras and ties in Peugeot cars. 65% of Peugeot drivers who washed their cars at Auto Aqua Park logged on the website and claimed their discount coupon.