THE GRAIN OF SAND CAMPAIGN by Uncle Grey Norway for Peugeot

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THE GRAIN OF SAND CAMPAIGN

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Industry Cars
Media Direct marketing
Market Norway
Agency Uncle Grey Norway
Released March 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PEUGEOT
Product/Service: AUTOMOBILE
Agency: UNCLE GREY OSLO
Date of First Appearance: Mar 14 2011
Entrant Company: UNCLE GREY OSLO, NORWAY
Art Director/General Creative: Anders Foss (DDB Oslo)
Copy/General Creative: Frank Nystuen (DDB Oslo)
Client Manager: Yngve Holteberget (DDB Oslo)
Prosject Manager: Jorun Wold (DDB Oslo)
Managing Director: Eirik Fjellaksel (Good Morning)
Designer/Creative Director: Jørgen Winsnes (Good Morning)
Programmer: Johan Lindquist (Good Morning)
Design TVC: Gimpville (Gimpville)
Account Director: Jakob Skåltveit (Gambit Hill and Knowlton)
Account Manager: Ole Emil Johnse (Gambit Hill and Knowlton)
Music: Marius Bruvold (Video Workshop)
Interactive Sound Design: Dinah Moe (Dinah Moe)
Account Director: Andreas Askehagen Kroken (Confetti)
Media placement: TV Campaign - 1 Spot - TV2, TV3, TVN - 19.03.2011
Media placement: E-DM - - 17.03.2011
Media placement: Facebook Fanpage - Facebook - 14.03.2011
Media placement: Banner Ads - Dagbladet.no - 19.03.2011
Media placement: Campaign Site - Sandkorn.no - 14.03.2011

Describe the brief/objective of the direct campaign.
There were two main objectives for the campaign. Firstly we wanted to increase people's awareness of the Peugeot 508 prior to its launch. Secondly, we wanted to tell friends of Peugeot that they now were able to share their enthusiasm with each other on Peugeot’s new Facebook page.

The challenge was to get people to spend time on a car that most people in Norway normally would not consider. Our strategy was to let the audience take an active part in the countdown by creating a competition that was easy to join, created commitment and was fun to participate in.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to turn people´s facebook profiles into grains of sand in an hourglass counting down to the launch. To achieve this we created a Facebook fanpage for Peugeot Norway and a campaign site using Facebook Connect.

On the campaign site people could explore the car, book a test drive and avoid falling out of the hourglass by shaking it. Those who spent a lot of time on the site, would (of course) also increase their chance of winning the car. To secure followers on the fan page, all participants had to "like" the page to gain access to the competition.

Explain why the creative execution was relevant to the product or service.
In our communication we were required to use the 508s international campaign theme: Quality Time. So we created an event that offered people quality time with the car.

With the creative line "worth waiting for" we did something new and fresh with one of the oldest symbols of time, an hourglass. By turning people into grains of sand in an hourglass, we gave them the opportunity to win the new Peugeot 508. We also got people to explore, book test drives and dream about a car they normally would not consider - and share their experience.

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.
Peugeot 508:
• 560% more test drives booked compared with the last benchmark
• 350% more 508’s sold compared with the last benchmark
• The most successful launch in Peugeot Norway’s 110 years history (BOS)

Facebook:
• Europe´s largest Peugeot fan page (second to the official page)
• 24.000 fans
• 245.000 unique visitors
• 24.525 likes and comments
• 2.724.952 newsfeed impressions

Campaign site:
• More than 250.000 hits
• 18.650 participants
• More than 3.000.000 shakes of the hourglass

All achieved within 4 weeks, in a country populated by 4.5 million people.