OMD UK campaign
No-one launches cars on radio but we did and it worked.
Last summer three different car manufacturers launched near identical small city cars off the same production line.
With no relevant creative for the vital youth market and a budget of just £300k our task was to create a differentiated identity for the Peugeot 107 amongst this 17-25 group.
Our solution was about getting closer to the audience through a unique collaboration between creative, media owner and media agency.
We took a new approach to radio advertising. By building a genuine 360 degree understanding of the audience, their listening habits and the radio environment we were able to produce a bespoke territory and creative message for the 107 on radio.
Through ROAR, OMD & Emap’s continuous 10 year study into the lives of 15-24 yr olds, we identified the crucial attitudinal group called Aspirants whose behaviours motivate the mainstream.
Aspirants are passionate about music with radio stations and programming brands being a real source of inspiration to them.
The strategic approach was to get on their radar by infiltrating this passion point with the 107. Radio was the optimal channel to deliver this strategy and was a place where the 107 could really stand-out to its audience. We took the use of radio up a level to make this happen.
Team 107’s combined efforts addressed the fact that Aspirants felt removed from a lot of advertising which didn’t speak to them in their language, on their terms.
We created a media territory for the 107 by pinpointing specific areas of radio output that were most loved by Aspirants, and then designed messaging specifically to fit seamlessly within this space.
We got the inside track by working with Emap programmers and DJs and listening to lots of content to make sure we were focusing closely on the right stations and the most desirable areas of their output.
Their youth music market expertise was vital to build a plan around specific dance shows, specialist live broadcasts and clubbing environments where the top DJs would be playing - the upcoming, coolest and most credible music brands around.
We also concentrated on the various digital and internet platforms that the audience were so close to.
EURO RSCG were immersed in this media content too and this drove their creative brief. The 107 creative messaging was designed specifically to speak to Aspirants on their level, and make it synonymous with their appointments to listen.
This ‘programming feel’ together with longer format ads and a buying strategy of first-in-break connected with the audience and environment simultaneously so that the 107 became an interwoven part of the stations’ output.
Team 107 took this package to the Peugeot client, pitching the 107 message in context - not just an ad in isolation, so they encountered the complete listening experience that the audience would have.
Independent research proved this collaboration worked to create a distinct identity for the Peugeot 107. Aspirants liked the way the 107 was featured in airtime and thought the campaign was easy to understand, up-to-date and memorable.
As a result the majority agreed the 107 was stylish, for people like them and ‘cool to be seen in’ - plus over half would consider buying one.
Crucially, the 107 also outsold the rival launches from both Toyota and Citroen combined! A greater proportion of cars were sold to the 17-25 age group than many of the best selling small cars in the market.
This was only feasible by Team 107 overcoming traditional siloed ways of working and learning from each others specialist areas. We put the audience and media context first to deliver brilliant integrated media and creative thinking.
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