Client’s objectives: To raise the profile of the new ergonomically designed 208 model and to generate vehicle demonstrations from interested drivers.
Target market: Previous and new Peugeot owners, with a targeted approach to consumers in their late 20s.
The campaign: Entitled 'Let Your Body Drive', the campaign encompassed experiential, digital and promotional activity. It kicked off with a viral film seeded on YouTube featuring Dubstep dancer Marquese Scott dancing to the Rudimental track Feel the Love.
The clip was followed by a national roadshow in seven shopping centres including Bristol’s Cabot Circus, Birmingham’s Bullring and London’s Westfield during April and May, to showcase the car to consumers. At each destination, the 208 stand was brought to life with street dancers performing to the Rudimental track, to reinforce the Let Your Body Drive messaging.
All elements of the activity directed consumers to where they could view the Marquese Scott video in full and upload their own Bodydrive video. Everyone who uploaded their own video was entered into a prize draw to win a VIP week in Ibiza with seven friends.
Was the campaign part of a wider marketing strategy? The campaign was followed by a series of TV adverts, timed to appear during the EURO 2012 matches, as well as further digital activity and outdoor advertising.
The client says: "We are incredibly pleased with the results from the Bodydrive campaign. The new 208 represents a huge step in the evolution of the ‘20’ series for Peugeot and we needed a campaign that targeted a younger audience who might not be familiar with the heritage of the brand.
"The buzz around the viral has been unbelievable and with the roadshow has resulted in high levels of interaction with the 208. The Bodydrive campaign was an important landmark for the brand which has reignited and established fond relationships between the Peugeot brand and drivers throughout the UK."
Nick Crossley, Brand Advertising, Partnerships & Sponsorship Marketing manager, Peugeot.
Evaluation: The video clip has been viewed almost four million times to date, while the campaign site has had five million visits. More than 890 test drives were booked as a result of the roadshow. The number of Facebook interactions so far sits at around 55,000, with more than 20,000 ‘likes’.
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