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PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008CONTENTS01.01 Your Brief01.02 Strategic Insight
Route 102.01 Insight02.02 Idea02.03 Creative set-up 02.04 Execution02.05 Timeline
Route 203.01 Insight03.02 Idea03.03 Creative set-up 03.04 Execution03.05 Timeline
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008OUR 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 TACTICAL BRIEF - 2011
PEUGEOT 3008OUR CHALLENGE - KEY FOCUS AREAS
Generate 300 additional car registrations by end of year.
Make the name 3008 synonymous with the Peugeot crossover.
Increase awareness of the 3008 to 10% amongst new car buyers (Sept 2011).
Give a reason to test drive.
Ensuring people experience the 3008 first hand.
No TV.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PUTTING IT SIMPLYSTRAIGHT TALKING
PROOF LOST CONVERTThe Peugeot 3008 is the 2010 & 2011 crossover car of the year.
But has somehow not captured our audience’s imagination as they do not understand it.
How can we educate consumers about the 3008 and give them the reasons to look, try and buy?
PEUGEOT 3008 TACTICAL BRIEF - 2011
BUT WHY?ANALYSING THE PRODUCT
LOSTHERITAGE? PRODUCT PERSONALITY?
BRAND PERCEPTION? COMMUNICATION?
UNDERSTANDING THE PRODUCT?PRODUCT NAME RECALL?
PEUGEOT 3008 TACTICAL BRIEF - 2011
BUT WHY?ANALYSING THE BRAND IN A WORD
LOST
VALUE FOR MONEY UNAPPEALING
STYLISH
RELIABLE BORING
PEUGEOT RESEARCH
TRUSTWORTHY OLD
PEUGEOT 3008 TACTICAL BRIEF - 2011
OUR TASKACTIONS TO ACHIEVE
UNAPPEALINGBORING > BE EXCITING
> BE IRRESISTIBLE> BE REVOLUTIONAL
PEUGEOT RESEARCH
OLD CONVERT
PEUGEOT 3008 TACTICAL BRIEF - 2011
STRATEGY APPROACH
How our ideas address the key strategic considerations.
Our ideas:
The 3008 enables exploration. It’s the car for the curious.
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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
OUR AUDIENCEWHO IS PRESENTLY BUYING THE 3008?PEUGEOT RESEARCH
18-29
SUCC
ESS
30-39 50-59 60-69 70+40-49
PEUGEOT 3008 TACTICAL BRIEF - 2011
OUR AUDIENCETARGETING THE CAMPAIGN
WE’LL CALL THISAGE CROSS-POLLINATION
18-29
SUCC
ESS
30-39 50-59 60-69 70+40-49
PEUGEOT 3008 TACTICAL BRIEF - 2011
SO ...We’ve created a nifty device
to access our success
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008OUR MEASURE OF SUCCESS
AWARENESS OF 3008 NAME
SUCC
ESS
100%
0%UNDERSTANDING
OF WHAT’S A CROSSOVER
ENCOURAGE TEST DRIVES
AIDING BRAND APPEAL
AGE CROSS-POLLINATION
DEMONSTRATIONS OF THE CAR’S FEATURES
PEUGEOT 3008 TACTICAL BRIEF - 2011
CURRENT EFFECTOUR MEASURE OF SUCCESS
AWARENESS OF 3008 NAME
SUCC
ESS
100%
0%UNDERSTANDING
OF WHAT’S A CROSSOVER
ENCOURAGE TEST DRIVES
AIDING BRAND APPEAL
AGE CROSS-POLLINATION
DEMONSTRATIONS OF THE CAR’S FEATURES
PEUGEOT 3008 TACTICAL BRIEF - 2011
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.
YOUR SAYPRESENTING OUR IDEAS
PEUGEOT 3008 TACTICAL BRIEF - 2011
ROUTE ONE
PEUGEOT 3008 TACTICAL BRIEF - 2011
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?
STRATEGYINSIGHT
PEUGEOT 3008 TACTICAL BRIEF - 2011
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?
STRATEGYTHE IDEA
PEUGEOT 3008 TACTICAL BRIEF - 2011
CREATIVE SET-UP
PEUGEOT 3008 TACTICAL BRIEF - 2011
THE TEST DRIVEConsumer saturationAs 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
THE TEST DRIVEConsumer interestBy 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?
PEUGEOT 3008 TACTICAL BRIEF - 2011
THE TEST DRIVESCovering all basesWe 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 demonstrate the benefits of the 3008, we have tailored three very different test drives that should appeal to three broad groups within our target.
JAPAN25 - 35Being more thrilling and wild, this test drive would suitmore of a younger audience,into adventure and sport
AUSTRALIA35 - 45With a wide range of terrains and beach life, this test drive isa bit less testing with fun for allthe family.
LONDON/CANNES45 +With its focus on the finer things in life, this test drive is the most luxurious. This is skewed more towards the older generations.
PEUGEOT 3008 TACTICAL BRIEF - 2011
JAPANMore detailThe 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
SYDNEY TOSUNSHINE COASTMore detailThe 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
LONDON TO CANNESMore detailThe 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
CREATIVE EXECUTION
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
WEBSITE SELLING THE EXPERIENCE ... AND THE CAR (SHHH... THEY DON’T REALISE)
PEUGEOT 3008 TACTICAL BRIEF - 2011
LANDING PAGEWeb
This page cleanly shows our core proposition and creative to quickly grab attention and create a buzz.
PEUGEOT 3008 TACTICAL BRIEF - 2011
HOME PAGEWeb
We clearly offer up the 3 different experiences to the visitor in three 2 minute videos. Below each will be a
brief ‘job spec’ for the prospective applicants and a synopsis of the challenge.
PEUGEOT 3008 TACTICAL BRIEF - 2011
THE CHALLENGEWeb
Each challenge has its own beautifulvideo featuring the Peugeot 3008. Theywill generate excitement by showing some of the landscapes, potential adventures
and exciting activities along the way. Each video will subtly highlight various features of the car and demonstrate its abilities. Essentially these 3 videos are
covert demo adverts promoting the 3008 crossover!
VIDEO
PEUGEOT 3008 TACTICAL BRIEF - 2011
APPLICATIONWeb
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
PEUGEOT 3008 TACTICAL BRIEF - 2011
AMPLIFICATIONSocial Networking
Individuals will have a betterchance of winning by encouraging othersto “like” their audition by posting it onto social networking sites like Facebook.
This simultaneously spreads the wordabout the campaign.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 1 SEEDING THE IDEA
PEUGEOT 3008 TACTICAL BRIEF - 2011
TACTICALADVERTISEMENTSPrintWe 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 andexcitement 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
TACTICALADVERTISEMENTSDigitalWe also place similar adverts on the webin specific car and local sites. These alsowork in a similar way to create intrigue toclick through.
PEUGEOT 3008 TACTICAL BRIEF - 2011
CREATINGCONVERSATIONSSocial NetworkingThe idea in Phase 1 is to createconversations between groups of peopleabout this incredible opportunity! Thenature of the adverts act more like a recruitment drive rather than a WINpromotion.
The best way to create conversation is totarget everybody, and then they shouldseed it themselves.
PEUGEOT 3008 TACTICAL BRIEF - 2011
EXTENDING CONVERSATIONSEndorsementThe 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 2 EXTENDING THE IDEA
PEUGEOT 3008 TACTICAL BRIEF - 2011
FULL COLOURPRESS ADSPrintOnce 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 toa recruitment campaign, we are linking thisexecution more directly with thePeugeot 3008 by heroing the car.
PEUGEOT 3008 TACTICAL BRIEF - 2011
EXPERIENTIALRoad showIn 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
EXPERIENTIALJob BusWe create more theatre around the idea by kitting out our coach as a mobile “education and audition” space.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 3 COMPETITION END
PEUGEOT 3008 TACTICAL BRIEF - 2011
RUNNER UPSUK Ultimate Test DrivesAs we only have 3 winners, we need a way to stay in touch with the rest of our captured audience - the other applicants. So, we create the Ultimate Test Drive (Lite) 3008 at four UK venues. We take over a race-track, throw in some off-road trails,
and an assault course of obstacles to really test your driving skills.
This test drive experience will not be found anywhere else in the world. All runners up are invited to come to their nearest track for some fun.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 4 WHAT WE DO WITH THE CONTENT
PEUGEOT 3008 TACTICAL BRIEF - 2011
THE EXPERIENCEThe best test drive in the worldUsing 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!
PEUGEOT 3008 TACTICAL BRIEF - 2011
EFFECTOF THIS CAMPAIGN
PEUGEOT 3008 TACTICAL BRIEF - 2011
CAMPAIGNOUR MEASURE OF SUCCESS
AWARENESS OF 3008 NAME
SUCC
ESS
100%
0%UNDERSTANDING
OF WHAT’S A CROSSOVER
ENCOURAGE TEST DRIVES
AIDING BRAND APPEAL
AGE CROSS-POLLINATION
DEMONSTRATIONS OF THE CAR’S FEATURES
PEUGEOT 3008 TACTICAL BRIEF - 2011
YOUR SAYRECAP ON THE NEXT PAGE
PEUGEOT 3008 TACTICAL BRIEF - 2011
Launch tactical adsPlaced as B&W inlocal papers unbranded
Create conversationIncourage social media Amplify interest
Radio plugs
Launch Press adsBranded campaign
ExperientialGet a photo, and entercompetition
ExperientialThe Bus
Test Drive Home
Runner ups gettest drive UK
Test Drives recorded
Partner and airexperience.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
ROUTE TWO
PEUGEOT 3008 TACTICAL BRIEF - 2011
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?
STRATEGYINSIGHT
PEUGEOT 3008 TACTICAL BRIEF - 2011
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.
STRATEGYTHE IDEA
PEUGEOT 3008 TACTICAL BRIEF - 2011
3008GO PLAY
PEUGEOT 3008 TACTICAL BRIEF - 2011
BUT HOW IS THIS RELEVANT TO THE 3008?
PEUGEOT 3008 TACTICAL BRIEF - 2011
RATIONAL BENEFIT
GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING
GO
PEUGEOT 3008 TACTICAL BRIEF - 2011
RATIONAL BENEFIT
GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING
CURRENTLY EXPRESSED AS GO SAFELY
PEUGEOT 3008 TACTICAL BRIEF - 2011
RATIONAL BENEFIT
GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING
GO ANYWHERE
CURRENTLY EXPRESSED AS
PEUGEOT 3008 TACTICAL BRIEF - 2011
RATIONAL BENEFIT
GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING
GO WITH THE FAMILY
CURRENTLY EXPRESSED AS
PEUGEOT 3008 TACTICAL BRIEF - 2011
RATIONAL BENEFIT
GRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING
EMOTIONAL BENEFIT
GO PLAY
ENABLES A FUN DRIVING EXPERIENCE
PEUGEOT 3008 TACTICAL BRIEF - 2011
CREATIVE SET-UP
PEUGEOT 3008 TACTICAL BRIEF - 2011
WHO WE RESPECTTop Gear These guys are some of the mostentertaining 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
CAR VIRALS WE LOVEJust searching the web, we findthousands of incredible stunts performedusing 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 LAUGHThere 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
INTRODUCING THE
3008 CREW
PEUGEOT 3008 TACTICAL BRIEF - 2011
3008 CREW STORY
Bernard and Kathleen Stewart are old. They live in Sunnyvale Care Home. They have a lot of friends there, in fact some are ex-colleagues...
Life at Sunnyvale is pretty dull. Things run like clockwork. Nothing goes wrong, nothing exciting ever happens, and this is the way the staff like it.
But for Bernard, Kathleen and their friends this makes them wish they could live a bit more on the edge - just like when they were young. This is because, unknown to the carers, they are retired stunt people!
So, to satisfy their love of adventurethey have created a gang. This gang is called the 3008 Crew!
Bernard and Kathleen discover that the manager John Adams owns a rather fetching Peugeot 3008. And often while he is busy ensuring the smooth running of the home, or watching bowls on the BBC, he leaves the keys to his car on his desk…
Driven by their need for adrenaline, the 3008 Crew have been “borrowing” John’s car to go perform some cool tricks. It’s the perfect motor for it!
And if you keep your eyes peeled you will stumble upon their stunts on the web.
Just don’t tell John!
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
(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 usefulmedium to communicate our message and support our values: That appearances can be deceptive. The 3008 may seem like a contradiction - a crossover with multiple capabilities, full of surprises.
This is underpinned by the brand truth that this car brings out the playful side of everyone - even those who we thought didn’t have one! It makes people feel young through opening a world of possibilities.
Often, animals and babies are employed as tools to penetrate the hardened consumer’s “safeguard” against advertising - unashamedly leveraging the cuteness factor.
For our demographic, this feeling of affection can be applied to our OAPs, as long as they are represented in a non-patronising,or derogatory way.
And remember, this is viral, not TV. The rules are… there are no rules!
PEUGEOT 3008 TACTICAL BRIEF - 2011
THINK
PEUGEOT 3008 TACTICAL BRIEF - 2011
THINK
PEUGEOT 3008 TACTICAL BRIEF - 2011
You see what we mean?
PEUGEOT 3008 TACTICAL BRIEF - 2011
CREATIVE EXECUTION
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 1 CREATING THE VIRALS
PEUGEOT 3008 TACTICAL BRIEF - 2011
HEAD-UP DISPLAYOne 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
CEILO GLASS ROOFThe 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, Bernardhas 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 actas 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
TRACTION CONTROLWith 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PILOT SEATTo 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 belowthe ramp.
PEUGEOT 3008 TACTICAL BRIEF - 2011
GPSThe 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
BOOT EXITTo showcase the spacious boot, Bernard and Kathleen climb inside quite comfortably.
But to make this a compellingvideo, 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
FACEBOOK PAGEThe 3008 Crew Facebook page will host funny photos and videos of our characters. Fans can comment and engage in conversations.
PEUGEOT 3008 TACTICAL BRIEF - 2011
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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PHASE 2 LINKING BACK
PEUGEOT 3008 TACTICAL BRIEF - 2011
YOUTUBE CHANNELA Youtube channel allows easier access to our created content, and notify users when a new video is uploaded. This also makes it easier to create conversations around
the 3008 Crew.
PEUGEOT 3008 TACTICAL BRIEF - 2011
THEIR SITEChallenge them
On the website users can suggest new challenges for the 3008 crew to try... as long as it involves the car. This enables data capture, and makes the Crew more
accessible to their followers and their user-generated stunts more real.
PEUGEOT 3008 TACTICAL BRIEF - 2011
PRESSLeveraging the concept
PEUGEOT 3008 TACTICAL BRIEF - 2011
PRESSLeveraging the strategy
PEUGEOT 3008 TACTICAL BRIEF - 2011
EXPERIENTIAL BRING IT TO LIFE
PEUGEOT 3008 TACTICAL BRIEF - 2011
YOUR STUNTSLIVEJoin in
PEUGEOT 3008 TACTICAL BRIEF - 2011
YOUR STUNTSLIVEJoin in
PEUGEOT 3008 TACTICAL BRIEF - 2011
VIEW THE 3008 AND HAVE A GOOur 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.
PEUGEOT 3008 TACTICAL BRIEF - 2011
MERCHANDISEOnce we have a substantial fan-base we can develop kitch collectables, initially as giveaways at experiential shows and promotional gifts.
PEUGEOT 3008 TACTICAL BRIEF - 2011
TEST DRIVEPUSH TO THE FORECOURT
PEUGEOT 3008 TACTICAL BRIEF - 2011
WIN YOUR OWN ACTION STUNTNow 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:
ZorbingTrapoliningTree top walkingSegway experienceQuad bikingParachutingBungee jumpAdvanced driving lessonsWater skiing
PEUGEOT 3008 TACTICAL BRIEF - 2011
CAMPAIGNOUR MEASURE OF SUCCESS
AWARENESS OF 3008 NAME
SUCC
ESS
100%
0%UNDERSTANDING
OF WHAT’S A CROSSOVER
ENCOURAGE TEST DRIVES(DIRECTLY)
AIDING BRAND APPEAL
AGE CROSS-POLLINATION
DEMONSTRATIONS OF THE CAR’S FEATURES
PEUGEOT 3008 TACTICAL BRIEF - 2011
YOUR SAYRECAP ON THE NEXT PAGE
PEUGEOT 3008 TACTICAL BRIEF - 2011
Launch Virals
Create FB pages
Launch Website/Youtube page
ExperientialSee you stunts
Test DrivesWin a stunt
ExperientialTest Drives
Merchandise
PEUGEOT 3008 TACTICAL BRIEF - 2011
PEUGEOT 3008 TACTICAL BRIEF - 2011
THANK YOU
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