Campaign: The Peugeot 1007

Lorraine Francisco looks at how fashion, fitness, hairdressing and hands-on experience all had a role to play in stoking up interest in the latest small car.

To create a buzz around its upcoming 1007 car, Peugeot embarked on a six-month experiential marketing campaign in February. Targeting a core customer base of 20 to 40-year-old "aspirational, independently minded urbanites", and aiming to build significant interest ahead of a launch this summer, it hired marketing agency Sledge to run the live element of the campaign.

The promotion got off to a flying start with a winter collection fashion show in London by FrostFrench, sponsored by Peugeot. Designers Sadie Frost and Jemima French designed an interior for the car along with limited edition fashion items.

Then in May, the word of mouth element was launched, targeting 18 to 35-year-old women through Toni & Guy hair salons, and 20 to 40-year-old gym members via the health club operator Fitness First.

At Toni & Guy, staff wore black T-shirts with the slogan 'One Thousand and Seven: It's Easy to Look Good' and were briefed about the car so that they could answer customers' basic questions.

Posters, leaflets and stickers appeared in 165 Fitness First clubs and featured the satirical character Clayton Quince - loosely based on breakfast television's Mr Motivator - as a Peugeot 1007 'Fitness Buddy'. The leaflets offered a chance to win prizes associated with the 1007 and all entrants received a mobile phone text invite to attend a nationwide roadshow scheduled for June to July.

Jonathan Goodman, former UK marketing director at PSA Peugeot Citroen explains: "The 1007 is a new and unique concept, one we characterise as the biggest innovation in the small car segment since the introduction of the hatchback. We were keen to incorporate a new and innovative approach to taking it to the market and sought ways to grab people's attention in places that our target audience frequent. Fitness First and Toni & Guy offered this. Equally we wanted to put the product in front of them in a provocative, useful and engaging way, fitting in with our 'Life Shouldn't Be This Easy' strategy."

A guerrilla campaign in May left messages on car windows extolling the virtues of having more room to manoeuvre with the 1007's sliding doors.

It hit Manchester, Bristol, Birmingham, Leeds, London, Brighton and Glasgow and offered cash prizes of £1,007 by logging onto the 1007 website.

A roadshow - allowing people to experience the 1007 first-hand - started in Nottingham on 18 June and visited shopping centres in Glasgow, Newcastle, Birmingham, Bristol, London and Brighton until the middle of July. During the campaign, consumers could enter a text-to-win-a-1007 competition.

A larger, integrated campaign included extensive press and TV coverage as well as direct marketing.

Sledge sales and marketing director, Ian Irving, says: "Initial results show great success. We are measuring response every step of the way to try and make this new area more accountable and to demonstrate that it is worth the spend."

The agency will measure its success in qualitative and quantitative ways.

It will track the different URLs for each piece of activity to measure traffic to the websites in question, and will also track keywords for each inbound text message.

Qualitative feedback will be taken from the immersion days in Toni & Guy and Fitness First and at the individual roadshows.

The information as a whole will be used to compare the level of interest shown by people who heard about the 1007 during the pre-launch and by those who became aware of it through the above-the-line launch activity.

GETTING READY FOR THE ROAD

Pro-Ex was approached last December about providing the roadshow's trained brand ambassadors. Pro-Ex account manager Kim Hylands says the 10 candidates put forward to Sledge for consideration "were selected for casting simply on their prior experience with Peugeot". Two women and one man were then chosen in March ahead of the roadshow in June.

Sledge creative director Neil Mason was in charge of the construction of the stand, which had to simulate an alfresco contemporary gallery. He worked closely with new company Anarchitect, which manufactured furniture for the stand, creating pieces in the classic style of Chesterfield sofas and leather loungers. Anarchitect creative director Steven Jenson says: "We designed a sofa-bed sprayed with Seamless which makes it soft, waterproof and fire resistant." Continuing the theme of 'The Art of Easy Living', five 12sqm gilt frames were created to frame the 1007 cars and the sofa-bed. Mason says the aim was to create a "slick, contemporary exhibition with crazy cool furniture".


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