Peugeot summary

transcript

Peugeot

May 2013

Key Campaign information

Environment Key Campaign Objectives

Illustrate how a Euston motion campaign can amplify brand awareness and strengthen perceptions

Show that outdoor can convey a key campaign message

Show that the campaign can increase consideration and/or recommendation for a car brand

Source: Research Now Peugeot Research, May 2013

New geo-fencing technology

Test group have the questionnaire pushed to their smartphones when they enter the geo-fenced area around Euston Station

Test group are more likely to be aware of a recent launch of a Peugeot car

Control Test

Awareness for a Peugeot launch is now joint first

Test cell rank Peugeot more positively

43%41%

30%29%

29%23%

41%36%40%

Control Test Confident

Trustworthy

Successful

Innovative

InterestingDifferent

Attention Grabbing

Exciting

Memorable

Cutting Edge

Leaders

Those exposed to the advertising are more likely to think Peugeot:

“Make stylish cars” +58%

“Make cars with personality and character” +74%

Consideration for Peugeot is higher for those exposed to the advertising

Control Test

7-10 7-108-10 8-10

1 in 3 respondents in the Test Group would recommend Peugeot

+57%More likely to

recommend Peugeot

+89% more likely to highly

recommend Peugeot

Summary

• Increased awareness of the launch of the RCZ amongst Euston commuters

• Commuters passing through Euston are more aware of RCZ advertising activity and are most likely to have seen it on OOH formats

• Test call are more likely to rank Peugeot positively

• This has led to an increased likelihood to both recommend and consider Peugeot in the future

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics

Peugeot summary

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