Branding across Europe Launch of the Peugeot 308 AdLINK Media 3 ViaMichelin Facts and Figures Client: Peugeot Media Agency: MPG-Media Planning Group Campaign: Launch of the new Peugeot 308 Period: 24 th September to 14 th October 2007 Location: 9 countries (Austria, Belgium, France, Germany, Italy, Netherlands, Spain, Switzerland, UK) Communication goals Create the event: build product awareness and communicate its features Deliver eye catching campaign to immediately arouse interest for the new Peugeot 308 Communicate brand values in all countries: easy to drive, road holding, style, technology, personality, security and fiability Position the 308 baseline UK: « Inspired by nature » FR: « Naturellement efficace » DE: « Von Natür Aus Effizient » Create differentiation with the previous 307 model Challenge Target Audience M1 segment customers (Volkswagen Golf, Renault Mégane, Ford Focus, etc&) Users with a high car affinity Context Peugeot 308 is part of the compact car segment This segment is fiercely competitive and accounts for 1/3 of the market No other car segment is as important as this one Objectives Give the new compact model 308 a high-reach, high-attention presentation on the Internet Arouse interest for the new Peugeot 308 among car-interested Internet users in Europe Why ... more. less.
AdLINK Media Specialist for Display Marketing within the AdLINK Group AdLINK Media is the independent Display Marketing Leader throughout Europe Broad-reach and well-branded websites Largest Online Network in Europe Over 87 Mio. Unique User / month Over 4,000 high quality websites Offices in 11 European countries Over 12,000 campaigns per year Why ViaMichelin Homepage Background Video Streaming Format provides interactive experience and emotionalizes; developed by AdLINK Media Video simultaneously runs in the entire background of the homepage and in a Medium Rectangle ad Video format scores top attention values without being perceived as annoying Video format is an especially harmonious way to integrate advertising content that blends in perfectly with the website It reconciles the interests of advertisers and Internet users in a unique manner European presence in 10 countries with 14 mio unique users per month For an online demo please visit: http://18.104.22.168/demos/previews/peugeot_viamichelin/ Campaign Setup ViaMichelin Users with high car affinity An important reach across Europe A bespoke solution on all ViaMichelin sites 2 Brand Days with Homepage Background Video Streaming (24 th September and 1 st October) 2 week advertorials in the Motoring section (1 st to 14 th October) IAB formats campaign: MPU and Leaderboards (24 th September to 14 th October) 9 countries Campaign Effectiveness Methodology The video ad formats effectivenesss was measured using Post test Conducted by Ipsos ASI to evaluate the efficiency of the this campaign Surveying all markets included in the campaign the fieldwork ran post campaign from 15 th to 29 th October 2007 1,800 internet users from the UK, Germany, France, Italy, Spain, Belgium, the Netherlands, Switzerland and Austria were surveyed Sample was composed of ViaMichelin site visitors aged 30 to 60 years old Goals Measured The video ads successfully achieved the campaign goals and consumers acknowledged and commented on the ad formats positive intrinsic qualities a Improved likeability of the campaign a Campaign delivered correct brand image and message to consumers a Substantial interest in the new Peugeot 308 model was achieved We like it!!! The Peugeot Video Leaves and Wave Spots achieved excellent likeability across Europe Almost half of the European internet users emphasised the aspects of AESTHETICS , ORIGINALITY and IMPLEMENTATION in the successful advertising production These qualities in the commercials were particularly appreciated by the users in France (58 %), the UK (53 %) and Switzerland (56 %) 93 96 97 99 100 94 92 92 96 France UK Spain Italy Belgium Netherlands Germany Austria Switzerland Message Breaks Through Ecological Car / Close to nature Car that is part of environment Ecological Car / Close to nature Ecological Car / Close to nature Allows to drive in all weathers Ecological Car / Close to nature Ecological Car / Close to nature Ecological Car / Close to nature Ecological Car / Close to nature Strong understanding of campaign message by consumer Closeness between Peugeot 308 and Nature is recognised Further the general brand image is positive .<br><br> The main image components associated with the 308 are: 1. Personality 2. Appealing design 3.<br><br> Offer real driving pleasure Tell Me More 72 % would like more information on the Peugeot 308 as a result of the campaign 59 % would consider purchasing the new Peugeot 308 after the campaign 82 69 72 86 70 51 57 67 61 France UK Spain Italy Belgium Netherlands Germany Austria Switzerland Would like to find out more 76 52 41 71 59 29 43 55 52 Purchase Consideration Big Results from Brand Days across Europe The Brand Days component of the Peugeot campaign on Viamichelin Homepage achieved a 352% improve across Europe from 0.32% to 1.45% Average VM HP CTR % Increase over Average Clickrate 355% 422% 182% 257% 336% 256% 599% 559% 343% Summary Innovative video ads ensure creative, eye- catching presentation Strong understanding of campaign message by consumer Closeness between Peugeot 308 and Nature is recognised AdLINK Media BrandDays improved the average click-through rate by more than 350 percent Almost half of the European internet users emphasised the aspects of AESTHETICS , ORIGINALITY and IMPLEMENTATION in the successful advertising production 72 % would like more information on the Peugeot 308 as a result of the campaign 59 % would consider purchasing the new Peugeot 308 after the campaign Contact AdLINK Internet Media AG Elgendorfer Straße 57 56410 Montabaur Germany Tel.: +49 (0) 2602 96-2000 Fax: +49 (0) 2602 96-1810 www.adlinkgroup.net email@example.com