Lacking awareness and purchase consideration in the region, amongst much car advertising clutter, Peugeot’s new 508 launch needed a different approach. 

 

Our idea focused on the driver rather than the car - to promote Character Within the 508 via a distinct tone and visual look. A Character that inspires you to make different choices, to think again. A Character to establish the 508 as the car of choice, to test-drive and buy.

 

By using a series of reflective videos, we created an experience to inform consumers about the 508, question their choices, what defines their Character Within and consider Peugeot. For the campaign, we created key visuals to promote the idea offline and online using a microsite. 

Our UAE and Lebanon audience only constituted 15% of Peugeot’s Facebook fans. Yet in four weeks we achieved:

 

 

   

But most importantly we converted just under 600 dealer and test drive page visits during the campaign period.