Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: PEUGEOT
Product/Service: PEUGEOT 107
Agency: DDB OSLO
Creative Director: Stefan Gustafsson (DDB Oslo)
Copywriter: Julian Hagemann (DDB Oslo)
Creative Account Manager: Anders Foss (DDB Oslo)
Copywriter: Torkild Jarnholt (DDB Oslo)
Account Manager: Yngve Holtberget (DDB Oslo)
Media placement: In Store Marketing - Deli De Luca Stores - 4. March. 2011
Describe the objective of the promotion.
Communicate to young people in Norway that they can afford to lease a Peugeot 107.
Describe how the promotion developed from concept to implementation.
We teamed up with Deli de Luca (Norway's largest convenience store chain) and used their designer to implement our offer on their in-store advertising surfaces.
Explain why the method of promotion was most relevant to the product or service.
In Norway new cars are ,in general, expensive. The daily cost of leasing a new Peugeot 107 is about the same amount of money as young people spend in convenience stores every day (coffee, pizza, sandwiches).
Describe the success of the promotion with both client and consumer including some quantifiable results.
Increased attention from younger buyers, and a 43% increase in 107s leased out.