TOP WHEELS by Cmw for Peugeot

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TOP WHEELS

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Cmw
Creative Director Jamie Bell, Iain Hunter
Art Director Nick Bowring
Copywriter George Leaney
Designer Lloyd Shiers, Holly Slade
Typographer Shaun Rogers
Released October 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: PEUGEOT
Product/Service: PEUGEOT 3008
Agency: CMW
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: CMW, London, UNITED KINGDOM
Creative Director: Jamie Bell (CMW)
Creative Director: Iain Hunter (CMW)
Copywriter: George Leaney (CMW)
Art Director: Nick Bowring (CMW)
Designer: Lloyd Shiers (CMW)
Typographer: Shaun Rogers (CMW)
Account Manager: David Hustwit (CMW)
Account Director: Simon Walker (CMW)
Planner: Erminia Blackden (CMW)
Designer: Holly Slade (CMW)
Media placement: Direct Mail - Addressed Mailshot - 1.10.09

Describe the brief/objective of the direct campaign.
The Peugeot 3008 is the first true Crossover. Not an SUV, MPV or hatchback, but with the best features of all three, we wanted to show that with the 3008 Crossover you no longer needed to compromise on the car you choose. With this in mind, the brief was to create a DM piece that would appeal to the target audience – young families with an active lifestyle. The target audience consisted of Peugeot drivers and drivers of competitive vehicles.

Explain why the creative execution was relevant to the product or service.
The Peugeot 3008 is the first true crossover: a fusion of SUV, MPV and hatchback - which is a tricky proposition for consumers to get their head around. So instead of just explaining what the car was capable of, we identified a situation that we knew all parents with young families could identify with – having to compromise. Then we dramatised how, with the multipurpose 3008, they at last no longer had to compromise on what they drove – they could have car that really does do it all.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We identified that today’s drivers don’t fit into neat little groups, and they need a car as flexible as their own lifestyles. To dramatise that unlike other vehicles the 3008 can’t be neatly pigeonholed into a category, we created a 3008 toy car pack - with the car missing. On opening the piece, the missing car was explained with the headline ‘SUV? MPV? HATCHBACK? The versatile 3008 Crossover is one car you can’t put in a box’. Sales target was 462 sales, generating £9.1 million of income.

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.
Conversion to sales exceeded the target with 160% of expected orders and sales occurring within 4 weeks of the campaign launch. (Versus industry standard of 80% in 8 weeks.) Total cost of our activity £146,451. 744 unit sales, an income of £14,625,224, were attributed to this mailing at an average cost of £19,671 per vehicle. Generating a substantial ROI of 99.93 to 1. Moreover, the campaign also generated enquiries from people who wanted the toy car. Seizing the opportunity we commissioned genuine toy 3008s for hot prospects and generated a further 43 test drives.