Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a...
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![Page 1: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/1.jpg)
Peugeot
May 2013
![Page 2: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/2.jpg)
Key Campaign information
Environment Key Campaign Objectives
Illustrate how a Euston motion campaign can amplify brand awareness and strengthen perceptions
Show that outdoor can convey a key campaign message
Show that the campaign can increase consideration and/or recommendation for a car brand
Source: Research Now Peugeot Research, May 2013
![Page 3: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/3.jpg)
New geo-fencing technology
Test group have the questionnaire pushed to their smartphones when they enter the geo-fenced area around Euston Station
Source: Research Now Peugeot Research, May 2013
![Page 4: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/4.jpg)
Test group are more likely to be aware of a recent launch of a Peugeot car
Control Test
19%
36%
+89%
Source: Research Now Peugeot Research, May 2013
![Page 5: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/5.jpg)
Awareness for a Peugeot launch is now joint first
Source: Research Now Peugeot Research, May 2013
![Page 6: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/6.jpg)
Test cell rank Peugeot more positively
43%41%
36%
32%
30%29%
29%23%
27%
21%
18%
17%
49%
43%
47%
47%
43%
41%36%40%
35%
40%
37%
34%
Control Test Confident
Trustworthy
Successful
Clear
Innovative
InterestingDifferent
Attention Grabbing
Exciting
Memorable
Cutting Edge
Leaders
Source: Research Now Peugeot Research, May 2013
![Page 7: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/7.jpg)
Those exposed to the advertising are more likely to think Peugeot:
“Make stylish cars” +58%
“Make cars with personality and character” +74%
Source: Research Now Peugeot Research, May 2013
![Page 8: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/8.jpg)
Consideration for Peugeot is higher for those exposed to the advertising
Control Test
17%
30%
7%
15%
+76%
+114%
7-10 7-108-10 8-10
Source: Research Now Peugeot Research, May 2013
![Page 9: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/9.jpg)
1 in 3 respondents in the Test Group would recommend Peugeot
+57%More likely to
recommend Peugeot
+89% more likely to highly
recommend Peugeot
Source: Research Now Peugeot Research, May 2013
![Page 10: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/10.jpg)
Summary
• Increased awareness of the launch of the RCZ amongst Euston commuters
• Commuters passing through Euston are more aware of RCZ advertising activity and are most likely to have seen it on OOH formats
• Test call are more likely to rank Peugeot positively
• This has led to an increased likelihood to both recommend and consider Peugeot in the future
![Page 11: Peugeot May 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how a Euston motion campaign can amplify brand awareness and.](https://reader035.fdocuments.net/reader035/viewer/2022062620/551b32c9550346cf5a8b61d4/html5/thumbnails/11.jpg)
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics