AIRBAG by Loducca for Peugeot

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AIRBAG

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Industry Cars
Media Film
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Jose Augusto Guga Ketzer, Marco Aurelio Monteiro
Art Director Roberta Moraes, Daniel Poletto
Copywriter Rodrigo Senra, Andre Godoi, Wolfgang F. Covi
Account Supervisor Juliana Tomas
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Print Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Advertiser: PEUGEOT
Product/Service: PEUGEOT 408
Agency: LODUCCA São Paulo, BRAZIL
Advertiser PEUGEOT
Product PEUGEOT 408
Entrant LODUCCA São Paulo, BRAZIL
Type of Entry: Use of Media
Category: Best Use of Print
Title: AIRBAG
Advertiser/Client: PEUGEOT
Product/Service: PEUGEOT 408
Entrant Company: LODUCCA São Paulo, BRAZIL
DM/Advertising Agency: LODUCCA São Paulo, BRAZIL

Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Daniel Poletto (Loducca)
Art Director: Roberta Moraes (Loducca)
Copywriter: Rodrigo Senra (Loducca)
Copywriter: Wolfgang F. Covi (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Account Group Director: Clineu Junior (Loducca)
Account Director: Luiz Tosi (Loducca)
Account Director: Cláudio Leal (Loducca)
Account Supervisor: Juliana Tomás (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Manager: Reinaldo João (Loducca)
Media Supervisor: Ana Maria Piassi (Loducca)
President: Guillaume Couzy (Peugeot)
Marketing Director: Frederico Battaglia (Peugeot)
Communications Manager: Gislaine Matano (Peugeot)



Results


This ad was introduced along with a full product launch, so it highly contributed to the overall media strategy.
Peugeot owners’ perception of safety increased over 11% and sales of the 408 increased over 40% in the following months.



Creative Execution


We inserted 50,000 mini airbags in Brazil's main business magazine where, by hitting the ad, readers would make it inflate instantly. We directed the action to a restricted mailing, to reach only our target audience.




To promote among executives over 35 years-old the Peugeot 408, which features 6 airbags with 8 protection points.