Historically, the first quarter of the year is very important and competitive for brands in the motor sector with the majority running advertising and looking to capitalise during this key sales period. PSA Group (Citroen, DS and Peugeot) was looking for opportunities that would deliver positive impact amongst its target audience of affluent adults and provide the opportunity for longer brand storytelling compared to other AV channels – with the ultimate aim of increasing model awareness and consideration.
Plan
‘Awards Season’ was the perfect fit for PSA, running from January to March it provided the opportunity for PSA to engage with upmarket audiences and align its three key brands with the highest quality content on the big screen in the lead up to the Oscars and BAFTAs. PSA Group bought the Gold Spot (the most prestigious spot in the reel) in a selection of Oscar and BAFTA contenders including Stan & Ollie, Green Book, The Favourite and Vice.
Utilising the full selection of films bought across the period PSA Group decided to rotate copy and advertise a series of different models.
Results
Aligning its brands with the high-quality content of ‘Awards Season’ helped PSA Group deliver significant additional impact at a key time of year across its three major brands.
