The Situation
Eight months prior to the release of the Peugeot 308, Peugeot wanted to ensure that the existing model of the car (the 307) maintained its popularity. The 307 had already become Peugeot’s most popular car, and the company wanted an email-led campaign to focus on the 307’s successful status. They needed to:
• Have customers’ request a new 307 from their dealers.
• Provide dealers with extended insight into their customers’ likes and dislikes.
Our Solution
Guava’s solution to this challenge was a concept for integrated dialogue based on a ‘no-one escapes’ strategy and spread over various media (online and offline). The concept was executed and administered by a well-managed marketing machine that provided customers, dealers and Peugeot Denmark with access to interactive features on a website.
The campaign included frequent interaction with Peugeot 307’s target audience, who were offered a number of incentives on different levels. This ensured that results were measurable to the very last detail.
The Results
Peugeot acquired a turnover of more than 200 million DKK from the more than 1000 cars sold when counting the direct and indirect sales generated by the campaign - all for a marketing investment of about 890,000 DKK. It was also announced as one of the winning cases at the Advertising Effectiveness Awards 2007.
For more information please contact: Jeppe Hartmann Berggreen jeppe.berggreen@guava.com