Peugeot: THE HIP TEE

Credits & Description:

Category: Best Use of Branded Content

Advertiser: PEUGEOT

Product/Service: CARS

Date of First Appearance: May 20 2010

Entrant Company: MEDIA PLANNING GROUP, Madrid, SPAIN

Account Director: Catalina Sánchez (MPG)

Product Manager: Elena Roura (Peugeot)

Media placement: Magazine - Elle Magazine - 20 May 2010



Insights, Strategy & the Idea

- Peugeot needed to position their PEUGEOT 107 as a female and modern design, in order to compete in a segment of more "glamorous" cars.



- Exclusive women. Urban, between 30-45, and/or, up to date with the latest trends. For them, PEUGEOT is not an option among their brands.



- How do we create a modern icon? With the most relevant media, among the it girls of the moment, and the latest fashion brands.



- PEUGEOT 107 needed to become an icon of today to reach this audience. Should get linked to the three actors described above.



Creative Execution

Not to look for media, but for trendy & feminine partners, like ELLE, The Hip Tee, and seven "IT" Spanish women. Not to create messages but content. The Hip Tee customized a brand new PEUGEOT 107 in which, one of the seven "IT" Girls took us monthly to the most fashionable places among the top Spanish destinations. Showing readers the coolest shops, restaurants, beauty salons and shows. As well as this, every month we ran a contest to award the specially designed T-shirt for the story.

Finally we also conducted a special auction for a good cause (with Aladina Foundation for kids). And the customized 107 was sold for €7,500.



- The media partner was ELLE magazine during 7 months. However this media was supported by their on-line version, and their social networks, so that the news was expanded by consumers, generating 9,000,000 million of page views on the Internet.



Results and Effectiveness

The brief campaign of €200,000 boosted by the publicity and the WOM reached 20% of its target. PEUGEOT 107 became the icon of the moment.



- Thanks to the campaign, we generated more than 150% of its value in media publicity on specialized fashion media, trends and news.



- The advertising awareness among the target group grew by 148%. Y no sólo el PEUGEOT 107 se posicionó como un modelo femenino y actual, sino que la marca PEUGEOT, dentro de este target creció en likeability para este target de forma notable.