strategy presentation

PEUGEOT 3008 TACTICAL BRIEF - 2011



PEUGEOT 3008CONTENTS01.01 Your Brief01.02 Strategic Insight

Route 102.01 Insight02.02 Idea02.03 Creative set-up 02.04 Execution02.05 Timeline

Route 203.01 Insight03.02 Idea03.03 Creative set-up 03.04 Execution03.05 Timeline


PEUGEOT 3008OUR CHALLENGE - YOUR BRIEF

Create awareness, buzz and excitement around the award-winning Peugeot 3008 crossover. We need to find an original and intriguing way to communicate the many features and benefits of the car that will ultimately lead to test drives and sales.


PEUGEOT 3008OUR CHALLENGE - KEY FOCUS AREAS

Generate 300 additional car registrations by end of year.

Make the name 3008 synonymous with the Peugeot crossover.

Increase awareness of the 3008 to 10% amongst new car buyers (Sept 2011).

Give a reason to test drive.

Ensuring people experience the 3008 first hand.

No TV.


PUTTING IT SIMPLYSTRAIGHT TALKING

PROOF LOST CONVERTThe Peugeot 3008 is the 2010 & 2011 crossover car of the year.

But has somehow not captured our audience’s imagination as they do not understand it.

How can we educate consumers about the 3008 and give them the reasons to look, try and buy?


BUT WHY?ANALYSING THE PRODUCT

LOSTHERITAGE? PRODUCT PERSONALITY?

BRAND PERCEPTION? COMMUNICATION?

UNDERSTANDING THE PRODUCT?PRODUCT NAME RECALL?


BUT WHY?ANALYSING THE BRAND IN A WORD

LOST

VALUE FOR MONEY UNAPPEALING

STYLISH

RELIABLE BORING

PEUGEOT RESEARCH

TRUSTWORTHY OLD


OUR TASKACTIONS TO ACHIEVE

UNAPPEALINGBORING > BE EXCITING

> BE IRRESISTIBLE> BE REVOLUTIONAL

PEUGEOT RESEARCH

OLD CONVERT


STRATEGY APPROACH

How our ideas address the key strategic considerations.

Our ideas:

The 3008 enables exploration. It’s the car for the curious.

Give a personality to 3008 crossover through different peoples’ interactions with the car. These interactions are an invitation to stimulate the imagination and put the 3008 on the map.


OUR AUDIENCEWHO IS PRESENTLY BUYING THE 3008?PEUGEOT RESEARCH

18-29

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30-39 50-59 60-69 70+40-49


OUR AUDIENCETARGETING THE CAMPAIGN

WE’LL CALL THISAGE CROSS-POLLINATION

18-29

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30-39 50-59 60-69 70+40-49


SO ...We’ve created a nifty device

to access our success


PEUGEOT 3008OUR MEASURE OF SUCCESS

AWARENESS OF 3008 NAME

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OF WHAT’S A CROSSOVER

ENCOURAGE TEST DRIVES

AIDING BRAND APPEAL

AGE CROSS-POLLINATION

DEMONSTRATIONS OF THE CAR’S FEATURES


CURRENT EFFECTOUR MEASURE OF SUCCESS


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100%

0%UNDERSTANDING



AIDING BRAND APPEAL




We know you’re going to have comments throughout this presentation, and we

welcome them. But to make things run smoother, we have a discussions page at the

end of each route with a recap to allow us to have a good old natter.

YOUR SAYPRESENTING OUR IDEAS


ROUTE ONE


When thinking about purchasing a car there are many factors that you need to consider. What will I be using it for? What about other passengers? Can it handle long distances? Does it perform well? Style? Safety? The list goes on and on. Then once you whittle down your most important must-haves you may consider a test drive.

These are tiresome and inconvenient. Does navigating the streets of Milton Keynes or Hull really demonstrate the amazing versatility of the 3008?

What if we could offer the most amazing test drive ever? Would that change consumers’ minds?

STRATEGYINSIGHT


We want to subvert the meaning of a test drive. We want to recruit test drivers to really trial the 3008 crossover. People of all ages and walks of life can apply for this ‘job’: The ultimate test drive. The question is, are you up for it?

STRATEGYTHE IDEA


CREATIVE SET-UP


THE TEST DRIVEConsumer saturationAs consumers, we are constantly bombarded with WIN competitions. As a direct effect of this we have turned off from these types of messages.

Who actually knows any of these winners?

With a simple tweak to the mechanic it can all seem a lot more optimistic and the ‘prize’ more achievable.


THE TEST DRIVEConsumer interestBy making the mechanic more of a game, with specific criteria tailored to the prize, then consumers are far more likely to feel they have a chance.

DO YOU HAVE WHAT IT TAKES FOR THE

ULTIMATE TEST DRIVE?


THE TEST DRIVESCovering all basesWe have a fairly varied target audience, ranging from 25-55 years - some with families, others more independent.

Most importantly, we have a feature-rich car - a 3-in-1, combining an SUV, MPV and saloon.

To allow us to capture our full potential audience, generate buzz and still clearly demonstrate the benefits of the 3008, we have tailored three very different test drives that should appeal to three broad groups within our target.

JAPAN25 - 35Being more thrilling and wild, this test drive would suitmore of a younger audience,into adventure and sport

AUSTRALIA35 - 45With a wide range of terrains and beach life, this test drive isa bit less testing with fun for allthe family.

LONDON/CANNES45 +With its focus on the finer things in life, this test drive is the most luxurious. This is skewed more towards the older generations.


JAPANMore detailThe winner will be flown to Tokyo, and embark upon a 1000km, 4 day road trip north to the world-famous Niseko ski resort, for a uniquely Japanese adventure. Our test driver will utilise characteristic 3008 features, from the boot capacity for your ski gear, GPS for navigation, to the superior handling capabilities to negotiate the snow-covered roads. Culminating in 2 days skiing as a bonus for all your hard work.


SYDNEY TOSUNSHINE COASTMore detailThe successful applicant will drive from Sydney south following the beautiful Australian coastline, tackling some of the county’s diverse terrains - from desert to tropics, with activities from surfing to kangaroo spotting. The perfect test drive for a family.


LONDON TO CANNESMore detailThe winning applicant will start in London on their journey to the Cannes film festival - 900 miles over 4 days. Along the way you’ll stay in 5 star châteaux, visit wine growing regions, traverse mud tracks and mountain roads, and as a grand finale, show the 3008 has style when you pull up to the red carpet at the Film Festival.


CREATIVE EXECUTION


WEBSITE SELLING THE EXPERIENCE ... AND THE CAR (SHHH... THEY DON’T REALISE)


LANDING PAGEWeb

This page cleanly shows our core proposition and creative to quickly grab attention and create a buzz.


HOME PAGEWeb

We clearly offer up the 3 different experiences to the visitor in three 2 minute videos. Below each will be a

brief ‘job spec’ for the prospective applicants and a synopsis of the challenge.


THE CHALLENGEWeb

Each challenge has its own beautifulvideo featuring the Peugeot 3008. Theywill generate excitement by showing some of the landscapes, potential adventures

and exciting activities along the way. Each video will subtly highlight various features of the car and demonstrate its abilities. Essentially these 3 videos are

covert demo adverts promoting the 3008 crossover!

VIDEO


APPLICATIONWeb

To apply for one of the test drives you will have to record a 1 minute video answering specific criteria for the role.

RECORDING QUESTIONS


AMPLIFICATIONSocial Networking

Individuals will have a betterchance of winning by encouraging othersto “like” their audition by posting it onto social networking sites like Facebook.

This simultaneously spreads the wordabout the campaign.


PHASE 1 SEEDING THE IDEA


TACTICALADVERTISEMENTSPrintWe place our recruitment ads in the classified sections of local newspapers nationwide, including car magazines, local newsagents’ windows, supermarket notice boards, gyms, social clubs etc.

These low-fi, but high-impact executions are designed to create intrigue andexcitement about the test driving “jobs”.The consumer takeout will be – they sound amazing PLUS you get paid for it!

These teasers are noticeably Peugeot branding free, apart from our designed lock-up, and our website address. This furthers the interest to find out more.


TACTICALADVERTISEMENTSDigitalWe also place similar adverts on the webin specific car and local sites. These alsowork in a similar way to create intrigue toclick through.


CREATINGCONVERSATIONSSocial NetworkingThe idea in Phase 1 is to createconversations between groups of peopleabout this incredible opportunity! Thenature of the adverts act more like a recruitment drive rather than a WINpromotion.

The best way to create conversation is totarget everybody, and then they shouldseed it themselves.


EXTENDING CONVERSATIONSEndorsementThe idea in Phase 1 is to reach out to local radio and news to further seed the amazing offer.

Ideally we would seek to plug the campaign, rather than place traditional radio adverts.


PHASE 2 EXTENDING THE IDEA


FULL COLOURPRESS ADSPrintOnce word-of-mouth has naturally done its thing, we hammer home the message by launching our press campaign. These are beautiful full-colour ads for national press placement.

By this point consumers should already be aware of the campaign to some degree, and this will simply reinforce the call to action.

Being a more conventional approach toa recruitment campaign, we are linking thisexecution more directly with thePeugeot 3008 by heroing the car.


EXPERIENTIALRoad showIn shopping malls and high streets, we bring the idea to life with installations showcasing the car, whilst promoting the campaign. Three distinct sections, represent each ‘job’, with a car in each,will screen the promotional videos.


EXPERIENTIALJob BusWe create more theatre around the idea by kitting out our coach as a mobile “education and audition” space.


PHASE 3 COMPETITION END


RUNNER UPSUK Ultimate Test DrivesAs we only have 3 winners, we need a way to stay in touch with the rest of our captured audience - the other applicants. So, we create the Ultimate Test Drive (Lite) 3008 at four UK venues. We take over a race-track, throw in some off-road trails,

and an assault course of obstacles to really test your driving skills.

This test drive experience will not be found anywhere else in the world. All runners up are invited to come to their nearest track for some fun.


PHASE 4 WHAT WE DO WITH THE CONTENT


THE EXPERIENCEThe best test drive in the worldUsing the wealth of content gathered from the road trips we can further extend the campaign. Remember this wasn’t a walk in the park… more like a trek through paradise.

All trials and tribulations - the agony, ecstasy, and family dramas were captured on camera.

This has potential for online promotion as a true test drive tale, or even edited into a full length reality TV documentary.

One thing’s for sure, the 3008 will be the star of the show, even if the drivers and passengers are not!


EFFECTOF THIS CAMPAIGN


CAMPAIGNOUR MEASURE OF SUCCESS


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AIDING BRAND APPEAL




YOUR SAYRECAP ON THE NEXT PAGE


Launch tactical adsPlaced as B&W inlocal papers unbranded

Create conversationIncourage social media Amplify interest

Radio plugs

Launch Press adsBranded campaign

ExperientialGet a photo, and entercompetition

ExperientialThe Bus

Test Drive Home

Runner ups gettest drive UK

Test Drives recorded

Partner and airexperience.


ROUTE TWO


With a car that has so much to offer in terms of technical capability and features, it can be a challenge to present these in new and interesting ways. Often ads communicate on a purely rational level. A spacious boot is demonstrated by fitting luggage and kids’ toys for a holiday. Or the roof reveal is illustrated with a light and airy scene. Although this approach shows the benefits clearly, it lacks emotion, personality, and therefore, brand recall.

What if we could show the benefits in an extraordinary way?

STRATEGYINSIGHT


We want to create viral videos highlighting each feature and ability in an original,irreverent and engaging way. By employing eccentric characters to execute obscure tests we can educate viewers about these features with quirky, exciting or even bizarre humour.

STRATEGYTHE IDEA


3008GO PLAY


BUT HOW IS THIS RELEVANT TO THE 3008?


RATIONAL BENEFIT

GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING

GO


RATIONAL BENEFIT


CURRENTLY EXPRESSED AS GO SAFELY


RATIONAL BENEFIT


GO ANYWHERE

CURRENTLY EXPRESSED AS


RATIONAL BENEFIT


GO WITH THE FAMILY

CURRENTLY EXPRESSED AS


RATIONAL BENEFIT


EMOTIONAL BENEFIT

GO PLAY

ENABLES A FUN DRIVING EXPERIENCE


CREATIVE SET-UP


WHO WE RESPECTTop Gear These guys are some of the mostentertaining in our industry. And we trust their opinions. They perform all kinds of madcap tests that we would never dream of that clearly demonstrate the features of the vehicle - good and bad.


CAR VIRALS WE LOVEJust searching the web, we findthousands of incredible stunts performedusing cars. Some so amazing that you wonder how the hell they did it. But they have, and they have gone viral.Could we own this territory in a unique way that entertains, whilst highlighting the benefits of the 3008?


WHO MAKES US LAUGHThere have been many well-loved interesting and eccentric characters on TV over the years. Many are old, and some simply odd.

They are funny because they represent preconceived stereotypes, making it all the more amusing when they attempt the crazy things that they do. But we hold them in affection and empathise with their misadventures.


INTRODUCING THE

3008 CREW


3008 CREW STORY

Bernard and Kathleen Stewart are old. They live in Sunnyvale Care Home. They have a lot of friends there, in fact some are ex-colleagues...

Life at Sunnyvale is pretty dull. Things run like clockwork. Nothing goes wrong, nothing exciting ever happens, and this is the way the staff like it.

But for Bernard, Kathleen and their friends this makes them wish they could live a bit more on the edge - just like when they were young. This is because, unknown to the carers, they are retired stunt people!

So, to satisfy their love of adventurethey have created a gang. This gang is called the 3008 Crew!

Bernard and Kathleen discover that the manager John Adams owns a rather fetching Peugeot 3008. And often while he is busy ensuring the smooth running of the home, or watching bowls on the BBC, he leaves the keys to his car on his desk…

Driven by their need for adrenaline, the 3008 Crew have been “borrowing” John’s car to go perform some cool tricks. It’s the perfect motor for it!

And if you keep your eyes peeled you will stumble upon their stunts on the web.

Just don’t tell John!


(AN IMPORTANT QUESTION YOU ARE PROBABLY THINKING)“OK, so far so bizarre, but are we saying that our audience are old fogies?” Not at all. These guys are just a usefulmedium to communicate our message and support our values: That appearances can be deceptive. The 3008 may seem like a contradiction - a crossover with multiple capabilities, full of surprises.

This is underpinned by the brand truth that this car brings out the playful side of everyone - even those who we thought didn’t have one! It makes people feel young through opening a world of possibilities.

Often, animals and babies are employed as tools to penetrate the hardened consumer’s “safeguard” against advertising - unashamedly leveraging the cuteness factor.

For our demographic, this feeling of affection can be applied to our OAPs, as long as they are represented in a non-patronising,or derogatory way.

And remember, this is viral, not TV. The rules are… there are no rules!


THINK


You see what we mean?


CREATIVE EXECUTION


PHASE 1 CREATING THE VIRALS


HEAD-UP DISPLAYOne advantage of the head-up display is to allow the driver to gauge the distance between you and other cars.

We bring this feature to life in an engaging and unusual way. Cameras linked up to the car show the HUD, while others are strategically placed to capture the action at the same time.

The 3008 Crew will execute a daredevil stunt parking manoeuvre in the care home car park.

Opening with a bit of banter they suddenly speed up, apparently in pursuit of a visitor, only to suddenly wheel-spin and slide into an impossibly tight space.

This clip ends with the visitor climbing out of his car and gazing back in genuine disbelief at what he just witnessed.

The 3008 Crew casually walk away from the car, continuing their mundane conversation.


CEILO GLASS ROOFThe panoramic glass roof allows you to have complete surround vision of your environment.

The 3008 Crew have devised a crazy experiment to highlight this feature.

Despite his advanced years, Bernardhas somehow blagged his way onto the bungee jump at the local fair.

Kathleen is behind the wheel of the 3008,with a passenger, Gerald, to actas cameraman.

The moment Bernard jumps, Kathleen speeds across the green. With the 3008’s nippy acceleration and nimble moves, Gerald is in position to take a photo through the glass roof of a descending Bernard, almost within centimetres of landing on the car - before Kathleen speeds off.


TRACTION CONTROLWith its multi traction control, the 3008 can handle all manner of terrain. Unfortunately for our Crew, offroad testing ground is hard to find in suburban Sunnyvale…

A peaceful cul-de-sac. Residents are walking dogs, gardening, and gossiping over fences. Suddenly, the 3008 Crew come tearing into the street, mount the pavement and across the carefully tended lawns!

The all-terrain mode makes child’s play out of rockeries, flower beds and fishponds, before the 3008 Crew make a swift exit.

Bewildered residents can only gawp in stunned silence - hosepipes dribbling unattended, dogs escaping with leads trailing.


PILOT SEATTo properly demonstrate the Upright Seat,and convey that Pilot feeling, the 3008 Crew decide to make the car fly like a plane.

Three of them position themselves at the foot of an Evel Knievel style ramp, whilst Bernard, in full WWII fighter-pilot regalia, performs a death-defying leap.

Kathleen films the whole stunt from the side lines, with the other angle captured by one of the three crew-members belowthe ramp.


GPSThe 3008 Crew drape a checked picnic blanket, or lace tablecloth over the front windscreen, completely obscuring the driver’s vision.

Our Kathleen gets behind the wheel and hooks up the GPS.

Now she really puts it to the test by navigating a public road and then hitting a ramp at the perfect angle to drive on two side wheels, before landing smoothly and screeching to a halt.

Startled onlookers are further bemused when Kathleen’s grey head pops out the window with a grin and a wave.


BOOT EXITTo showcase the spacious boot, Bernard and Kathleen climb inside quite comfortably.

But to make this a compellingvideo, in keeping with our stunt theme, two of their mates hop in the front and take them on a ride over a bridge, where they suddenly spin around so our boot crew are in just the right place to base jump from the moving car.


FACEBOOK PAGEThe 3008 Crew Facebook page will host funny photos and videos of our characters. Fans can comment and engage in conversations.


WOW, THAT’S EXCITING, FUNNY AND DIFFERENT, BUT I FEEL A LITTLE NERVOUS Good. The best and most original ideas make you feel that way! Just embrace it.


PHASE 2 LINKING BACK


YOUTUBE CHANNELA Youtube channel allows easier access to our created content, and notify users when a new video is uploaded. This also makes it easier to create conversations around

the 3008 Crew.


THEIR SITEChallenge them

On the website users can suggest new challenges for the 3008 crew to try... as long as it involves the car. This enables data capture, and makes the Crew more

accessible to their followers and their user-generated stunts more real.


PRESSLeveraging the concept


PRESSLeveraging the strategy


EXPERIENTIAL BRING IT TO LIFE


YOUR STUNTSLIVEJoin in


VIEW THE 3008 AND HAVE A GOOur 3008 Crew will have their own Facebbok and Twitter feeds, that constantly reveal detail of their ironically fascinating daily lives.

This facilitates consumer interaction and keeps the conversation alive.


MERCHANDISEOnce we have a substantial fan-base we can develop kitch collectables, initially as giveaways at experiential shows and promotional gifts.


TEST DRIVEPUSH TO THE FORECOURT


WIN YOUR OWN ACTION STUNTNow we have given the 3008 a more exciting proposition and creative platform, we can leverage GO PLAY instore. We’ll offer a lucky-dip Action Stunt with every test drive.

Scaling from low drama to action packed, even if it is too much for you, you will know someone up for the challenge that will appreciate the experience as a gift.

Once on your test drive you will realise that you are driving a rather exciting car that lives up to the hype!

Ideas are:

ZorbingTrapoliningTree top walkingSegway experienceQuad bikingParachutingBungee jumpAdvanced driving lessonsWater skiing


CAMPAIGNOUR MEASURE OF SUCCESS


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100%

0%UNDERSTANDING


ENCOURAGE TEST DRIVES(DIRECTLY)

AIDING BRAND APPEAL




YOUR SAYRECAP ON THE NEXT PAGE


Launch Virals

Create FB pages

Launch Website/Youtube page

ExperientialSee you stunts

Test DrivesWin a stunt

ExperientialTest Drives

Merchandise


THANK YOU

strategy presentation

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understanding demonstrationsencourageaiding brandage3008

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