Peugeot
Challenge
Peugeot wanted to invite potential customers to drop into their local Peugeot dealer to test drive the sleek new Peugeot RCZ. Peugeot would then further entice customers with a special lease deal of 299 Euros per month.
Solution
The Peugeot campaign is unique in that it is the first time a major automotive brand is leveraging NAVTEQ’s LocationPoint™ Advertising to connect with potential customers. The ads invite mobile users to detour to their local Peugeot dealer to test drive the sleek, compact Peugeot RCZ—enticing them with a special lease deal of 299 Euros per month. The campaign targets users as they approach one of 428 Peugeot dealers across France.
Results
"The ability to target consumers as they near our dealerships and then guide them directly to the door is very powerful marketing and the results of this campaign were excellent. In addition to those people who chose to go directly to an outlet, our dealerships also received 640 telephone calls enquiring about the RCZ leasing offer."
Marc Giulioli, Marketing Director Peugeot France
The campaign resulted in a click-through rate of 1.25%, more than double the 0.49% average industry response rate for mobile ad performance (Chitika 2010). Of those who clicked through, 29% asked for driving directions to the nearest Peugeot dealer and hundreds clicked to call their local dealer to learn more.
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