Showcase

The Brief
We were tasked with creating an exciting and dynamic integrated communications strategy to engage both customers and prospects - for retail and fleet.

The Challenge
To build brand loyalty, drive website traffic and encourage people to think Peugeot. Moreover, to do this, we needed to increase touchpoints with customers and prospects... while offering Peugeot cost-savings.

Editorial Response
Style, innovation and technology lie at the heart of Peugeot's personality. And we ensure our communications strategy reflects this in a range of premium printed, online and video content. The communications we mapped for Peugeot include:

* Two printed magazines - one for customers with branded lifestyle content, the other for the fleet market with business case studies

* Segmented e-newsletters and ‘lifestyle snacking' email bursts with video and interactive Flash content

Along with promoting the brand with aspirational lifestyle content - and great driving features - we ensure our creative strategy is extremely cost effective for Peugeot. How?  By the intelligent use of content cross-platform. We re-purpose content for the various channels - whether print, online or mobile - and at the same time give material to Peugeot PR, Peugeot Motorsport, Peugeot BTL agencies, and third-party and UGC websites.

Results
Millward Brown research shows that the printed customer magazine is read for 32  minutes - and that readers have a higher brand consideration - up 21% - compared with the control group.

A recent "email burst" had a 60% open rate and generated over 300 test drives.