MULTITASKERS.COM by Ehs 4d for Peugeot

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MULTITASKERS.COM

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Ehs 4d
Creative Director Mike Watson, Mike Eggers
Art Director Brett Gascoigne
Copywriter Matt Price, Caroline Baude Truffaut
Designer Simon West, Pete Aston
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PEUGEOT
Product/Service: PEUGEOT 3008 CROSSOVER
Agency: EHS 4D GROUP
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: EHS 4D GROUP, London, UNITED KINGDOM
Entry URL: http://www.awards-entry.co.uk/peugeot_3008/
Creative Director: Mike Eggers (Euro Rscg 4d)
Creative Director: Mike Watson (Euro Rscg 4d)
Art Director: Brett Gascoigne (Euro Rscg 4d)
Copywriter: Matt Price (Euro Rscg 4d)
Copywriter: Caroline Baude Truffaut (Euro Rscg 4d)
Designer: Simon West (Euro Rscg 4d)
Designer: Pete Aston (Euro Rscg 4d)
Account Director: Xavier Blairon (Euro Rscg 4d)
Project Manager: Dan John (Euro Rscg 4d)
Technical Architect: Toby Powell-Blyth (Euro Rscg 4d)
Media placement: Integrated Viral And Phone - www.multitaskers.com - 01 November 2009

Describe the brief/objective of the direct campaign.
Built for multitaskers everywhere, the Peugeot 3008 Crossover combines the features of three vehicles: an SUV, a people carrier and a family hatchback. In keeping with the spirit of the above-the-line campaign, Peugeot asked us to create a microsite that would drive home the multitasking nature of the vehicle. The objective of the site was to build awareness amongst our existing customers and to create a database of potential prospects (our target was set at 10000 new email addresses and phone numbers).

Explain why the creative execution was relevant to the product or service.
The Peugeot 3008 was created to offer you all of the versatility you need as life gets busier and you need to multi-task more and more. Our creative solution highlights the fact that the 3008 makes life a little easier by taking on the job of multitasking for you. It also gathers valuable data for Peugeot.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our approach was to create an experience that people would want to forward to their friends (and possibly their mothers). Dr Cross, a three-armed multitasking therapist who tested your ability to do more than two things at once was born. The doctor gives you three tasks to perform. The first is a simple balancing game. The second asks you to carry on with the first task while you undertake a second. Using an interactive voice response system, Dr Cross calls you on your mobile phone to undertake the third test while you continue to perform the first two.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The part of the site which appealed to people the most was the ability to set up your friends, all you had to do was input their email address and phone number, then sit back and watch as they tied themselves in knots trying to multitask. With a limited seeding budget of £10000 that covered B3TA, Popbitch, Daily Mash, Kontraband and Rapport we received 120000 unique visitors in less than a month. Of these 14000 signed up to receive more information about the Peugeot 3008 which works out to be an 8% conversion rate.