2016 Bronze Best launch campaign

Agency Stack

Client Peugeot

Campaign summary

Two ads: one for the parents buying the car, one for the young drivers

Campaign overview

18-25 year-olds hardly ever buy new cars. Peugeot’s Just Add Fuel® finance is designed to be affordable for young drivers (and their parents).

But how to make car finance interesting to young drivers even when they weren’t looking at new cars?

Strategy

Young adults don’t buy new cars because they can’t afford to. Many end up driving dodgy old bangers, when they (and their parents) would prefer them to be driving a safe, reliable new car.

In 2015 Peugeot introduced a finance package called Just Add Fuel® aimed at 18-25 year-olds: all car costs covered in one monthly payment. With Telematics technology to monitor the way you drive, insurance costs lower, making it more affordable to drive. But young people have no idea they’re in the market, so how could Peugeot build one from scratch?

They launched a twin-pronged proposition: to target both young drivers and their parents. Your average 18-year-old is uninterested in finance deals, they’re excited by the freedom they’d get with a new car.

Their parents? Well, finance is pretty relevant to them so the strategy became telling both groups the Just Add Fuel® truths they most wanted to hear.

Creativity

A twin-pronged proposition meant twinpronged creative. For young drivers, a content route. Two films targeted social channels, revealing the benefits of owning a new car - by showing what happens when you don’t.

When you’re young, everything takes on tremendous importance, especially the terrible, life-altering consequences of driving an old banger or relying on public transport (How easy it was to drive a Peugeot and ‘Just Add Fuel®’ instead).

For parents a second film introduced the super-sensible safety benefits of Just Add Fuel® with Telematics.

Web content and smart emails targeted parents with older children in Peugeot’s existing customer base, showcasing the emotional safety benefits of Just Add Fuel® with Telematics, a tool which enables young adults to drive solid, reliable new cars - complete with roadside assistance - but ensures they drive safely, too.

Results

With a media budget of under £40k, the campaign won 17.3 million impressions on Facebook and Instagram - which turned into 4.7 million video views.

The parental audience sales rate hit 5.14% in the first four months, doubling expectations for new model launches - let alone forecasts for a new finance package.

Under-25s generated a sales rate of 1.83%, the highest Peugeot has ever seen - and 81% of them were new conquest sales: brand new customers with a lifetime of car purchases ahead of them.

In all, Peugeot saw 1,706 directly attributable sales from the activity.

Team

Iain Hunter (Executive Creative Director) • Dan Smith (Copywriter) • Natalie Sutton (Art Director) • Caroline Kimber (Data Strategy Director) • Ellen Buckingham (Strategist) • Nicola Nimmo (Head of Account Management) • Maxine Gregson (Head of Design)

Contributors

Agile Films