Initials Marketing in experiential campaign for Peugeot

Initials Marketing has launched an experiential campaign for motoring giant Peugeot's 508 model in Roadchef motorway outlets.

The campaign, which started yesterday (17 May) and will run throughout May and June, will encourage drivers stopping at the motorway road service stations to visit a specially designed Peugeot 508 display and make a pledge for some quality time on an interactive touch screen linked to a Twitter feed.

On completion of their pledge, drivers will receive a complimentary Costa coffee voucher and are incentivised to take a test-drive at their local dealer. Those completing the test drive will receive a £50 Virgin Experience voucher to help realise their personal quality time pledge.

Peugeot manager brand advertising, partnerships and events Nick Crossley said: "We have been looking to break the mould of car promotions in the UK and this is an example of how below the line activity can reflect and enhance the brand’s advertising proposition."

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