Peugeot wanted to dispel perceptions that the brand was outdated, following customer insights indicating this was the case. With the launch of the new Peugeot 308 Hybrid, they wanted to convey the allure of the model in an impactful and creative way. Peugeot’s media objectives were to land the new 308 model as upmarket and the embodiment of the new brand vision, and ultimately driving consideration and leads.
Plan
Peugeot bought into a Film Pack for Top Gun: Maverick due to the film’s mass appeal across different audiences. The film’s release date also meant the campaign was live in cinema before any other media isolating the impact cinema had. To drive further cut through and resonance as part of the ad reel in Odeon cinemas, Peugeot also ‘took over’ one of the core exhibitor spots - taking it’s escapist AV copy and weaving this in with the cinema’s ‘Turn Your Phone Off’ messaging.
Results
The isolated activity clearly demonstrated the value of adding cinema to an AV mix in helping to drive key campaign objectives.
+17%
uplift in leads from May to June ’22 with cinema the only media live during this period.
