Peugeot planned to launch its 308 model in style, paralleling the car’s premium quality. Media agency, OMD, and online advertising network, Advertising.com, were briefed to:
- Target and engage the notoriously hard to reach 25 – 44 year old male demographic through a pre-roll campaign
- Raise awareness and associate the brand with a premium environment
- Capitalise on Peugeot’s sponsorship of the Rugby World Cup 2007
Even with Peugeot’s sponsorship of the Rugby World Cup to leverage, OMD and Advertising.com were still faced with a heady challenge. With 12 per cent market share in 2007 according to the IAB, the automotive industry is one of the UK’s largest online advertisers, second only to recruitment, so competition from rival brands was sophisticated and fierce.
In addition to captivating an audience who are traditionally difficult to involve, Peugeot’s campaign also needed to create real impact and stand out in the competitive environment.
OMD and Advertising.com devised a pre-roll campaign that would showcase the new Peugeot 308 across Advertising.com’s premium network.
Pre-roll provided OMD and Advertising.com with the flexibility to really bring the Peugeot 308 to life. Using 12 different 10-second creatives, which mirrored the humorous TV sponsorship idents produced by Euro RSCG, the team ensured that their audience remained engaged. As well as warding off audience lethargy, this tactic cut through other car manufacturers’ advertising where only one pre-roll was made available.
A walled garden of quality publisher sites, weighted towards men under 45 years old, was created from Advertising.com’s network to ensure that the campaign would run across the most relevant and effective sites possible.
The 3.1 million Peugeot 308 pre-rolls delivered across Advertising.com’s campaign network produced outstanding results. Generating more creative led to a higher performing campaign and the shorter ten-second pre-roll length spurred a record setting 90.7 per cent audience view through rate (VTR).
The campaign delivered even more success for Peugeot, driving 0.46 per cent of the audience – an impressive total of 14,795 clicks – to visit the Peugeot website.
National Media Manager for Peugeot, Helen Bradshaw, said, “Cars are heavily researched on the internet, so generating an engaging and innovative online campaign is critical.
“The pre-roll campaign that OMD and Advertising.com ran was precisely targeted and the idea to use a range of creatives that tied in to our above-the-line plan ensured that we held the attention of our audience – proven by the campaign’s exceptional VTR.”
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