Type Of Entry: Use of Media
Category: Best Use of Special Events & Stunt/Live Advertising
Title: PICKY HITCHHIKER
Advertiser/Client: PEUGEOT
Product/Service: PEUGEOT
Advertising Agency, City: UNCLE GREY, Aarhus
Country: DENMARK
Media/Advertising Agency, City: UNCLE GREY, Aarhus
Country: DENMARK

Credit Details:

Name	Position	Company
Per Pedersen	Creative Director	Uncle Grey
Michael Paterson	Copywriter	Uncle Grey
Jesper Hansen	Art Director	Uncle Grey

Innovative Media Strategy:

The brief: Make Peugeot owners feel privileged by placing very picky hitch hikers. On big cardboards it reads that they only want to drive a Peugeot.

Creative Execution:

The execution: The Picky hitch hikers were placed in heavy traffic spots in all major cities. This meant high visibility and under the radar communication from an unfamiliar source. The hitch hikers looked and where believed to be real and as Peugeot owners stopped to pick them up they where told that they owned a very nice car and received a box of chocolate from Peugeot.

Target Audience:

The target: All Peugeot owners. And since the market leader Peugeot holds an app. 10% share of all cars in Denmark it made sense to encounter the target on the road.

Effectiveness:

Effect: 89 hitch hikers where on the streets. The campaign ran two times with an estimated 1.21 million car owners (half of all car owners in the Denmark) reached. The campaign was featured in national news as well as nationwide magazines.

The Ambient Advert titled PICKY HITCHHIKER was done by Uncle, Grey advertising agency for product: Peugeot (brand: Peugeot) in Denmark. It was released in the Jun 2008.

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