Strategy presentation.

PEUGEOT 3008 TACTICAL BRIEF - 2011

PEUGEOT 3008
CONTENTS
01.01 Your Brief
01.02 Strategic Insight
Route 1
02.01 Insight
02.02 Idea
02.03 Creative set-up
02.04 Execution
02.05 Timeline
Route 2
03.01 Insight
03.02 Idea
03.03 Creative set-up
03.04 Execution
03.05 Timeline


PEUGEOT 3008
OUR CHALLENGE - YOUR BRIEF

Create awareness, buzz and excitement around
the award-winning Peugeot 3008 crossover.
We need to ﬁnd an original and intriguing way to
communicate the many features and beneﬁts of the
car that will ultimately lead to test drives and sales.


PEUGEOT 3008
OUR CHALLENGE - KEY FOCUS AREAS

Generate 300 additional car Make the name 3008
registrations by end of year. synonymous with the
Peugeot crossover.
Increase awareness of the
3008 to 10% amongst new Ensuring people experience
car buyers (Sept 2011). the 3008 ﬁrst hand.
Give a reason to test drive. No TV.


PUTTING IT SIMPLY
STRAIGHT TALKING

PROOF LOST CONVERT
The Peugeot 3008 is the But has somehow not How can we educate
2010 & 2011 crossover car captured our audience’s consumers about the 3008
of the year. imagination as they do not and give them the reasons
understand it. to look, try and buy?


BUT WHY?
ANALYSING THE PRODUCT

BRAND PERCEPTION?
COMMUNICATION?

HERITAGE? LOST PRODUCT PERSONALITY?

UNDERSTANDING THE PRODUCT?
PRODUCT NAME RECALL?


BUT WHY?
ANALYSING THE BRAND IN A WORD
PEUGEOT RESEARCH

RELIABLE
BORING
VALUE FOR MONEY
UNAPPEALING
TRUSTWORTHY
LOST OLD
STYLISH


OUR TASK
ACTIONS TO ACHIEVE
PEUGEOT RESEARCH

BORING > BE EXCITING
UNAPPEALING > BE IRRESISTIBLE
OLD > BE REVOLUTIONAL CONVERT


STRATEGY APPROACH

How our ideas address the key strategic considerations.
The 3008 enables exploration. It’s the car for the curious.

Our ideas:
Give a personality to 3008 crossover through different peoples’
interactions with the car. These interactions are an invitation to
stimulate the imagination and put the 3008 on the map.


OUR AUDIENCE
WHO IS PRESENTLY BUYING THE 3008?
PEUGEOT RESEARCH
SUCCESS

18-29 30-39 40-49 50-59 60-69 70+


OUR AUDIENCE
TARGETING THE CAMPAIGN
SUCCESS

18-29 30-39 40-49 50-59 60-69 70+

WE’LL CALL THIS
AGE CROSS-POLLINATION


SO ...
We’ve created a nifty device
to access our success


PEUGEOT 3008
OUR MEASURE OF SUCCESS
100%
SUCCESS

0%
AWARENESS OF UNDERSTANDING DEMONSTRATIONS ENCOURAGE AIDING BRAND AGE
3008 NAME OF WHAT’S OF THE CAR’S FEATURES TEST DRIVES APPEAL CROSS-POLLINATION
A CROSSOVER


CURRENT EFFECT
100%
SUCCESS

0%
A CROSSOVER


YOUR SAY
PRESENTING OUR IDEAS
We know you’re going to have comments throughout this presentation, and we
welcome them. But to make things run smoother, we have a discussions page at the
end of each route with a recap to allow us to have a good old natter.


ROUTE
ONE


STRATEGY
INSIGHT

When thinking about purchasing a car there are many factors that you need to
consider. What will I be using it for? What about other passengers? Can it handle
long distances? Does it perform well? Style? Safety? The list goes on and on.
Then once you whittle down your most important must-haves you may consider
a test drive.

These are tiresome and inconvenient. Does navigating the streets of Milton
Keynes or Hull really demonstrate the amazing versatility of the 3008?

What if we could offer the most amazing test drive ever? Would that change
consumers’ minds?


STRATEGY
THE IDEA

We want to subvert the meaning of a test drive. We want to recruit test drivers to
really trial the 3008 crossover. People of all ages and walks of life can apply for
this ‘job’: The ultimate test drive. The question is, are you up for it?


CREATIVE
SET-UP


THE TEST DRIVE
Consumer saturation
As consumers, we are constantly
bombarded with WIN competitions.
As a direct effect of this we have turned off
from these types of messages.

Who actually knows any of these winners?

With a simple tweak to the mechanic it
can all seem a lot more optimistic and the
‘prize’ more achievable.


THE TEST DRIVE
Consumer interest
By making the mechanic more of a game,
with speciﬁc criteria tailored to the prize,
then consumers are far more likely to feel
they have a chance.

DO YOU HAVE WHAT
IT TAKES FOR THE
ULTIMATE TEST DRIVE?


THE TEST DRIVES
Covering all bases
We have a fairly varied target audience,
ranging from 25-55 years - some
with families, others more
independent.

Most importantly, we have a feature-rich
car - a 3-in-1, combining an SUV,
MPV and saloon.

To allow us to capture our full potential
audience, generate buzz and still clearly JAPAN AUSTRALIA LONDON/CANNES
demonstrate the beneﬁts of the 3008, 25 - 35 35 - 45 45 +
we have tailored three very different test Being more thrilling and With a wide range of terrains With its focus on the ﬁner things
drives that should appeal to three broad wild, this test drive would suit and beach life, this test drive is in life, this test drive is the most
groups within our target. more of a younger audience, a bit less testing with fun for all luxurious. This is skewed more
into adventure and sport the family. towards the older generations.


JAPAN
More detail
The winner will be ﬂown to Tokyo, and
embark upon a 1000km, 4 day road trip
north to the world-famous Niseko ski
resort, for a uniquely Japanese adventure.
Our test driver will utilise characteristic
3008 features, from the boot capacity for
your ski gear, GPS for navigation, to the
superior handling capabilities to negotiate
the snow-covered roads. Culminating in
2 days skiing as a bonus for all your hard
work.


SYDNEY TO
SUNSHINE COAST
More detail
The successful applicant will drive from
Sydney south following the beautiful
Australian coastline, tackling some of the
county’s diverse terrains - from desert to
tropics, with activities from surﬁng to
kangaroo spotting. The perfect test drive
for a family.


LONDON TO
CANNES
More detail
The winning applicant will start in London
on their journey to the Cannes ﬁlm festival
- 900 miles over 4 days. Along the way
you’ll stay in 5 star châteaux, visit wine
growing regions, traverse mud tracks and
mountain roads, and as a grand ﬁnale,
show the 3008 has style when you pull up
to the red carpet at the Film Festival.


CREATIVE
EXECUTION


WEBSITE
SELLING THE EXPERIENCE ...
AND THE CAR (SHHH... THEY DON’T REALISE)


LANDING PAGE
Web
This page cleanly shows our core
proposition and creative to quickly grab
attention and create a buzz.


HOME PAGE
Web
We clearly offer up the 3 different brief ‘job spec’ for the prospective
experiences to the visitor in three 2 applicants and a synopsis of the challenge.
minute videos. Below each will be a


THE CHALLENGE
Web
Each challenge has its own beautiful and exciting activities along the way. covert demo adverts promoting the 3008
video featuring the Peugeot 3008. They Each video will subtly highlight various crossover!
will generate excitement by showing some features of the car and demonstrate its
of the landscapes, potential adventures abilities. Essentially these 3 videos are

VIDEO


APPLICATION
Web
To apply for one of the test drives you will
have to record a 1 minute video answering
speciﬁc criteria for the role.

RECORDING QUESTIONS


AMPLIFICATION
Social Networking
Individuals will have a better This simultaneously spreads the word
chance of winning by encouraging others about the campaign.
to “like” their audition by posting it on
to social networking sites like Facebook.


PHASE 1
SEEDING THE IDEA


TACTICAL
ADVERTISEMENTS
Print
We place our recruitment ads in the
classified sections of local newspapers
nationwide, including car magazines, local
newsagents’ windows, supermarket notice
boards, gyms, social clubs etc.

These low-fi, but high-impact executions
are designed to create intrigue and
excitement about the test driving “jobs”.
The consumer takeout will be – they
sound amazing PLUS you get paid for it!

These teasers are noticeably Peugeot
branding free, apart from our designed
lock-up, and our website address. This
furthers the interest to find out more.


TACTICAL
ADVERTISEMENTS
Digital
We also place similar adverts on the web
in speciﬁc car and local sites. These also
work in a similar way to create intrigue to
click through.


CREATING
CONVERSATIONS
Social Networking
The idea in Phase 1 is to create
conversations between groups of people
about this incredible opportunity! The
nature of the adverts act more like a
recruitment drive rather than a WIN
promotion.

The best way to create conversation is to
target everybody, and then they should
seed it themselves.


EXTENDING
CONVERSATIONS
Endorsement
The idea in Phase 1 is to reach out to
local radio and news to further seed the
amazing offer.

Ideally we would seek to plug the
campaign, rather than place traditional
radio adverts.


PHASE 2
EXTENDING THE IDEA


FULL COLOUR
PRESS ADS
Print
Once word-of-mouth has naturally done
its thing, we hammer home the message
by launching our press campaign. These
are beautiful full-colour ads for national
press placement.

By this point consumers should already be
aware of the campaign to some degree,
and this will simply reinforce the call to
action.

Being a more conventional approach to
a recruitment campaign, we are linking this
execution more directly with the
Peugeot 3008 by heroing the car.


EXPERIENTIAL
Road show
In shopping malls and high streets, we
bring the idea to life with installations
showcasing the car, whilst promoting
the campaign. Three distinct sections,
represent each ‘job’, with a car in each,
will screen the promotional videos.


EXPERIENTIAL
Job Bus
We create more theatre around the idea
by kitting out our coach as a mobile
“education and audition” space.


PHASE 3
COMPETITION END


RUNNER UPS
UK Ultimate Test Drives
As we only have 3 winners, we need a and an assault course of obstacles to
way to stay in touch with the rest of our really test your driving skills.
captured audience - the other applicants.
So, we create the Ultimate Test Drive (Lite) This test drive experience will not be found
3008 at four UK venues. We take over a anywhere else in the world. All runners up
race-track, throw in some off-road trails, are invited to come to their nearest track
for some fun.


PHASE 4
WHAT WE DO WITH THE CONTENT


THE EXPERIENCE
The best test drive in the world
Using the wealth of content gathered
from the road trips we can further extend
the campaign. Remember this wasn’t a
walk in the park… more like a trek through
paradise.

All trials and tribulations - the agony,
ecstasy, and family dramas were captured
on camera.

This has potential for online promotion as
a true test drive tale, or even edited
into a full length reality TV documentary.

One thing’s for sure, the 3008 will be
the star of the show, even if the
drivers and passengers are not!


EFFECT
OF THIS CAMPAIGN


CAMPAIGN
100%
SUCCESS

0%
A CROSSOVER


YOUR SAY
RECAP ON THE NEXT PAGE


Launch tactical ads Create conversation
Placed as B&W in Incourage social media
local papers unbranded
Amplify interest
Radio plugs

Launch Press ads
Branded campaign

Experiential
Get a photo, and enter
competition

Experiential
The Bus

Test Drive Home

Runner ups get Test Drives recorded
test drive UK

Partner and air
experience.


ROUTE
TWO


STRATEGY
INSIGHT

With a car that has so much to offer in terms of technical capability and features,
it can be a challenge to present these in new and interesting ways. Often ads
communicate on a purely rational level. A spacious boot is demonstrated by
fitting luggage and kids’ toys for a holiday. Or the roof reveal is illustrated with a
light and airy scene. Although this approach shows the benefits clearly, it lacks
emotion, personality, and therefore, brand recall.

What if we could show the benefits in an extraordinary way?


STRATEGY
THE IDEA

We want to create viral videos highlighting each feature and ability in an original,
irreverent and engaging way. By employing eccentric characters to execute
obscure tests we can educate viewers about these features with quirky, exciting
or even bizarre humour.


3008
GO PL AY

BUT HOW IS THIS
RELEVANT TO THE 3008?


GO
RATIONAL BENEFIT

GRIP CONTROL
HEAD-UP DISPLAY
PEUGEOT CONNECT
BOLD DESIGN
CEILO GLASS ROOF
3 POSITION BOOT
SPACIOUS
UPRIGHT SEATING


CURRENTLY EXPRESSED AS

GO SAFELY
RATIONAL BENEFIT

GRIP CONTROL
HEAD-UP DISPLAY
PEUGEOT CONNECT
BOLD DESIGN
CEILO GLASS ROOF
3 POSITION BOOT
SPACIOUS
UPRIGHT SEATING



GO ANYWHERE
RATIONAL BENEFIT

GRIP CONTROL
HEAD-UP DISPLAY
PEUGEOT CONNECT
BOLD DESIGN
CEILO GLASS ROOF
3 POSITION BOOT
SPACIOUS
UPRIGHT SEATING



GO WITH THE FAMILY
RATIONAL BENEFIT

GRIP CONTROL
HEAD-UP DISPLAY
PEUGEOT CONNECT
BOLD DESIGN
CEILO GLASS ROOF
3 POSITION BOOT
SPACIOUS
UPRIGHT SEATING


GO PLAY
RATIONAL BENEFIT EMOTIONAL BENEFIT

GRIP CONTROL
HEAD-UP DISPLAY
PEUGEOT CONNECT
BOLD DESIGN
CEILO GLASS ROOF ENABLES A FUN DRIVING EXPERIENCE
3 POSITION BOOT
SPACIOUS
UPRIGHT SEATING


WHO WE RESPECT
Top Gear
These guys are some of the most
entertaining in our industry. And we trust
their opinions. They perform all kinds of
madcap tests that we would never dream
of that clearly demonstrate the features of
the vehicle - good and bad.


CAR VIRALS
WE LOVE
Just searching the web, we ﬁnd
thousands of incredible stunts performed
using cars. Some so amazing that you
wonder how the hell they did it. But they
have, and they have gone viral.
Could we own this territory in a unique
way that entertains, whilst highlighting
the beneﬁts of the 3008? PEUGEOT 3008 TACTICAL BRIEF - 2011

WHO MAKES
US LAUGH
There have been many well-loved
interesting and eccentric characters on TV
over the years. Many are old, and some
simply odd.

They are funny because they represent
preconceived stereotypes, making it all
the more amusing when they attempt the
crazy things that they do. But we hold
them in affection and empathise with their
misadventures.

INTRODUCING THE
3008
CREW

3008 CREW
STORY
Bernard and Kathleen Stewart are old. They Bernard and Kathleen discover that the
live in Sunnyvale Care Home. They have a lot manager John Adams owns a rather fetching
of friends there, in fact some are ex-colleagues... Peugeot 3008. And often while he is busy
ensuring the smooth running of the home,
Life at Sunnyvale is pretty dull. Things or watching bowls on the BBC, he leaves
run like clockwork. Nothing goes wrong, the keys to his car on his desk…
nothing exciting ever happens, and this is the
way the staff like it. Driven by their need for adrenaline,
the 3008 Crew have been “borrowing” John’s
But for Bernard, Kathleen and their friends this car to go perform some cool tricks. It’s the
makes them wish they could live a bit more on perfect motor for it!
the edge - just like when they were young.
This is because, unknown to the carers, And if you keep your eyes peeled you will
they are retired stunt people! stumble upon their stunts on the web.

So, to satisfy their love of adventure Just don’t tell John!
they have created a gang. This gang is called
the 3008 Crew!


(AN IMPORTANT QUESTION
YOU ARE PROBABLY THINKING)
“OK , so far so bizarre, but are we saying
that our audience are old fogies?”
Not at all. These guys are just a useful Often, animals and babies are employed
medium to communicate our message and as tools to penetrate the hardened
support our values: That appearances can be consumer’s “safeguard” against advertising -
deceptive. The 3008 may seem like a unashamedly leveraging the cuteness factor.
contradiction - a crossover with multiple
capabilities, full of surprises. For our demographic, this feeling of affection
can be applied to our OAPs, as long as they
This is underpinned by the brand truth that are represented in a non-patronising,
this car brings out the playful side of or derogatory way.
everyone - even those who we thought
didn’t have one! It makes people feel And remember, this is viral, not TV. The rules
young through opening a world of are… there are no rules!
possibilities.


THINK


You see what we mean?


PHASE 1
CREATING THE VIRALS


HEAD-UP DISPLAY
One advantage of the head-up display is
to allow the driver to gauge the distance
between you and other cars.

We bring this feature to life in an engaging
and unusual way. Cameras linked up to
the car show the HUD, while others are
strategically placed to capture the action
at the same time.

The 3008 Crew will execute a daredevil
stunt parking manoeuvre in the care home
car park.

Opening with a bit of banter they suddenly
speed up, apparently in pursuit of a visitor,
only to suddenly wheel-spin and slide into
an impossibly tight space.

This clip ends with the visitor climbing
out of his car and gazing back in genuine
disbelief at what he just witnessed.

The 3008 Crew casually walk away
from the car, continuing their mundane
conversation.


CEILO GLASS ROOF
The panoramic glass roof allows you to
have complete surround vision of your
environment.

The 3008 Crew have devised a crazy
experiment to highlight this feature.

Despite his advanced years, Bernard
has somehow blagged his way onto the
bungee jump at the local fair.

Kathleen is behind the wheel of the 3008,
with a passenger, Gerald, to act
as cameraman.

The moment Bernard jumps, Kathleen
speeds across the green. With the 3008’s
nippy acceleration and nimble moves,
Gerald is in position to take a photo
through the glass roof of a descending
Bernard, almost within centimetres of
landing on the car - before Kathleen
speeds off.


TRACTION
CONTROL
With its multi traction control, the
3008 can handle all manner of terrain.
Unfortunately for our Crew, offroad
testing ground is hard to find in suburban
Sunnyvale…

A peaceful cul-de-sac. Residents are
walking dogs, gardening, and gossiping
over fences. Suddenly, the 3008 Crew
come tearing into the street, mount the
pavement and across the carefully tended
lawns!

The all-terrain mode makes child’s
play out of rockeries, flower beds and
fishponds, before the 3008 Crew make a
swift exit.

Bewildered residents can only gawp in
stunned silence - hosepipes dribbling
unattended, dogs escaping with leads
trailing.


PILOT SEAT
To properly demonstrate the Upright Seat,
and convey that Pilot feeling, the 3008
Crew decide to make the car fly like a
plane.

Three of them position themselves at the
foot of an Evel Knievel style ramp, whilst
Bernard, in full WWII fighter-pilot regalia,
performs a death-defying leap.

Kathleen films the whole stunt from the
side lines, with the other angle captured
by one of the three crew-members below
the ramp.


GPS
The 3008 Crew drape a checked picnic
blanket, or lace tablecloth over the front
windscreen, completely obscuring
the driver’s vision.

Our Kathleen gets behind the wheel and
hooks up the GPS.

Now she really puts it to the test by
navigating a public road and then hitting a
ramp at the perfect angle to drive on two
side wheels, before landing smoothly and
screeching to a halt.

Startled onlookers are further bemused
when Kathleen’s grey head pops out the
window with a grin and a wave.


BOOT EXIT
To showcase the spacious boot,
Bernard and Kathleen climb inside quite
comfortably.

But to make this a compelling
video, in keeping with our stunt theme,
two of their mates hop in the front and
take them on a ride over a bridge, where
they suddenly spin around so our boot
crew are in just the right place to base
jump from the moving car.


FACEBOOK PAGE
The 3008 Crew Facebook page will host
funny photos and videos of our
characters. Fans can comment
and engage in conversations.


WOW, THAT’S EXCITING,
FUNNY AND DIFFERENT, BUT
I FEEL A LITTLE NERVOUS
Good.
The best and most original ideas make
you feel that way! Just embrace it.


PHASE 2
LINKING BACK


YOUTUBE
CHANNEL
A Youtube channel allows easier access to the 3008 Crew.
our created content, and notify users when
a new video is uploaded. This also makes
it easier to create conversations around


THEIR SITE
Challenge them
On the website users can suggest new accessible to their followers and their user-
challenges for the 3008 crew to try... as generated stunts more real.
long as it involves the car. This enables
data capture, and makes the Crew more


PRESS
Leveraging the concept


PRESS
Leveraging the strategy


EXPERIENTIAL
BRING IT TO LIFE


YOUR STUNTS
LIVE
Join in


VIEW THE 3008
AND HAVE A GO
Our 3008 Crew will have their own
Facebbok and Twitter feeds, that
constantly reveal detail of their ironically
fascinating daily lives.

This facilitates consumer interaction and
keeps the conversation alive.


MERCHANDISE
Once we have a substantial fan-base we
can develop kitch collectables, initially
as giveaways at experiential shows and
promotional gifts.


TEST DRIVE
PUSH TO THE FORECOURT


WIN YOUR OWN
ACTION STUNT
Now we have given the 3008 a more exciting
proposition and creative platform, we can
leverage GO PLAY instore. We’ll offer a
lucky-dip Action Stunt with every test drive.

Scaling from low drama to action packed,
even if it is too much for you, you will know
someone up for the challenge that will
appreciate the experience as a gift.

Once on your test drive you will realise that
you are driving a rather exciting car that lives
up to the hype!

Ideas are:

Zorbing
Trapolining
Tree top walking
Segway experience
Quad biking
Parachuting
Bungee jump
Advanced driving lessons
Water skiing


CAMPAIGN
100%
SUCCESS

0%
A CROSSOVER (DIRECTLY)


Launch Virals

Create FB pages

Launch Website/ Experiential Experiential Merchandise
Youtube page See you stunts Test Drives

Test Drives
Win a stunt


THANK YOU


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