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Strategy presentation. Strategy presentation. Presentation Transcript

  • PEUGEOT 3008 TACTICAL BRIEF - 2011 PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008CONTENTS01.01 Your Brief01.02 Strategic InsightRoute 102.01 Insight02.02 Idea02.03 Creative set-up02.04 Execution02.05 TimelineRoute 203.01 Insight03.02 Idea03.03 Creative set-up03.04 Execution03.05 Timeline PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008OUR CHALLENGE - YOUR BRIEFCreate awareness, buzz and excitement aroundthe award-winning Peugeot 3008 crossover.We need to find an original and intriguing way tocommunicate the many features and benefits of thecar that will ultimately lead to test drives and sales. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008OUR CHALLENGE - KEY FOCUS AREASGenerate 300 additional car Make the name 3008registrations by end of year. synonymous with the Peugeot crossover.Increase awareness of the3008 to 10% amongst new Ensuring people experiencecar buyers (Sept 2011). the 3008 first hand.Give a reason to test drive. No TV. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PUTTING IT SIMPLYSTRAIGHT TALKING PROOF LOST CONVERT The Peugeot 3008 is the But has somehow not How can we educate 2010 & 2011 crossover car captured our audience’s consumers about the 3008 of the year. imagination as they do not and give them the reasons understand it. to look, try and buy? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • BUT WHY?ANALYSING THE PRODUCT BRAND PERCEPTION? COMMUNICATION? HERITAGE? LOST PRODUCT PERSONALITY?UNDERSTANDING THE PRODUCT? PRODUCT NAME RECALL? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • BUT WHY?ANALYSING THE BRAND IN A WORDPEUGEOT RESEARCHRELIABLE BORINGVALUE FOR MONEY UNAPPEALINGTRUSTWORTHY LOST OLDSTYLISH PEUGEOT 3008 TACTICAL BRIEF - 2011
  • OUR TASK ACTIONS TO ACHIEVE PEUGEOT RESEARCH BORING > BE EXCITINGUNAPPEALING > BE IRRESISTIBLE OLD > BE REVOLUTIONAL CONVERT PEUGEOT 3008 TACTICAL BRIEF - 2011
  • STRATEGY APPROACHHow our ideas address the key strategic considerations.The 3008 enables exploration. It’s the car for the curious.Our ideas:Give a personality to 3008 crossover through different peoples’interactions with the car. These interactions are an invitation tostimulate the imagination and put the 3008 on the map. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • OUR AUDIENCE WHO IS PRESENTLY BUYING THE 3008? PEUGEOT RESEARCHSUCCESS 18-29 30-39 40-49 50-59 60-69 70+ PEUGEOT 3008 TACTICAL BRIEF - 2011
  • OUR AUDIENCE TARGETING THE CAMPAIGNSUCCESS 18-29 30-39 40-49 50-59 60-69 70+ WE’LL CALL THIS AGE CROSS-POLLINATION PEUGEOT 3008 TACTICAL BRIEF - 2011
  • SO ...We’ve created a nifty device to access our success PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 OUR MEASURE OF SUCCESS100% SUCCESS 0% AWARENESS OF UNDERSTANDING DEMONSTRATIONS ENCOURAGE AIDING BRAND AGE 3008 NAME OF WHAT’S OF THE CAR’S FEATURES TEST DRIVES APPEAL CROSS-POLLINATION A CROSSOVER PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CURRENT EFFECT OUR MEASURE OF SUCCESS100% SUCCESS 0% AWARENESS OF UNDERSTANDING DEMONSTRATIONS ENCOURAGE AIDING BRAND AGE 3008 NAME OF WHAT’S OF THE CAR’S FEATURES TEST DRIVES APPEAL CROSS-POLLINATION A CROSSOVER PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUR SAYPRESENTING OUR IDEASWe know you’re going to have comments throughout this presentation, and wewelcome them. But to make things run smoother, we have a discussions page at theend of each route with a recap to allow us to have a good old natter. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • ROUTEONE PEUGEOT 3008 TACTICAL BRIEF - 2011
  • STRATEGYINSIGHTWhen thinking about purchasing a car there are many factors that you need toconsider. What will I be using it for? What about other passengers? Can it handlelong distances? Does it perform well? Style? Safety? The list goes on and on.Then once you whittle down your most important must-haves you may considera test drive.These are tiresome and inconvenient. Does navigating the streets of MiltonKeynes or Hull really demonstrate the amazing versatility of the 3008?What if we could offer the most amazing test drive ever? Would that changeconsumers’ minds? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • STRATEGYTHE IDEAWe want to subvert the meaning of a test drive. We want to recruit test drivers toreally trial the 3008 crossover. People of all ages and walks of life can apply forthis ‘job’: The ultimate test drive. The question is, are you up for it? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CREATIVESET-UP PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THE TEST DRIVEConsumer saturationAs consumers, we are constantlybombarded with WIN competitions.As a direct effect of this we have turned offfrom these types of messages.Who actually knows any of these winners?With a simple tweak to the mechanic itcan all seem a lot more optimistic and the‘prize’ more achievable. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THE TEST DRIVEConsumer interestBy making the mechanic more of a game,with specific criteria tailored to the prize,then consumers are far more likely to feelthey have a chance. DO YOU HAVE WHAT IT TAKES FOR THE ULTIMATE TEST DRIVE? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THE TEST DRIVESCovering all basesWe have a fairly varied target audience,ranging from 25-55 years - somewith families, others moreindependent.Most importantly, we have a feature-richcar - a 3-in-1, combining an SUV,MPV and saloon.To allow us to capture our full potentialaudience, generate buzz and still clearly JAPAN AUSTRALIA LONDON/CANNESdemonstrate the benefits of the 3008, 25 - 35 35 - 45 45 +we have tailored three very different test Being more thrilling and With a wide range of terrains With its focus on the finer thingsdrives that should appeal to three broad wild, this test drive would suit and beach life, this test drive is in life, this test drive is the mostgroups within our target. more of a younger audience, a bit less testing with fun for all luxurious. This is skewed more into adventure and sport the family. towards the older generations. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • JAPANMore detailThe winner will be flown to Tokyo, andembark upon a 1000km, 4 day road tripnorth to the world-famous Niseko skiresort, for a uniquely Japanese adventure.Our test driver will utilise characteristic3008 features, from the boot capacity foryour ski gear, GPS for navigation, to thesuperior handling capabilities to negotiatethe snow-covered roads. Culminating in2 days skiing as a bonus for all your hardwork. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • SYDNEY TOSUNSHINE COASTMore detailThe successful applicant will drive fromSydney south following the beautifulAustralian coastline, tackling some of thecounty’s diverse terrains - from desert totropics, with activities from surfing tokangaroo spotting. The perfect test drivefor a family. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • LONDON TOCANNESMore detailThe winning applicant will start in Londonon their journey to the Cannes film festival- 900 miles over 4 days. Along the wayyou’ll stay in 5 star châteaux, visit winegrowing regions, traverse mud tracks andmountain roads, and as a grand finale,show the 3008 has style when you pull upto the red carpet at the Film Festival. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CREATIVEEXECUTION PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 TACTICAL BRIEF - 2011
  • WEBSITESELLING THE EXPERIENCE ...AND THE CAR (SHHH... THEY DON’T REALISE) PEUGEOT 3008 TACTICAL BRIEF - 2011
  • LANDING PAGEWebThis page cleanly shows our coreproposition and creative to quickly grabattention and create a buzz. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • HOME PAGEWebWe clearly offer up the 3 different brief ‘job spec’ for the prospectiveexperiences to the visitor in three 2 applicants and a synopsis of the challenge.minute videos. Below each will be a PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THE CHALLENGEWebEach challenge has its own beautiful and exciting activities along the way. covert demo adverts promoting the 3008video featuring the Peugeot 3008. They Each video will subtly highlight various crossover!will generate excitement by showing some features of the car and demonstrate itsof the landscapes, potential adventures abilities. Essentially these 3 videos are VIDEO PEUGEOT 3008 TACTICAL BRIEF - 2011
  • APPLICATIONWebTo apply for one of the test drives you willhave to record a 1 minute video answeringspecific criteria for the role. RECORDING QUESTIONS PEUGEOT 3008 TACTICAL BRIEF - 2011
  • AMPLIFICATIONSocial NetworkingIndividuals will have a better This simultaneously spreads the wordchance of winning by encouraging others about the campaign.to “like” their audition by posting it onto social networking sites like Facebook. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 1SEEDING THE IDEA PEUGEOT 3008 TACTICAL BRIEF - 2011
  • TACTICALADVERTISEMENTSPrintWe place our recruitment ads in theclassified sections of local newspapersnationwide, including car magazines, localnewsagents’ windows, supermarket noticeboards, gyms, social clubs etc.These low-fi, but high-impact executionsare designed to create intrigue andexcitement about the test driving “jobs”.The consumer takeout will be – theysound amazing PLUS you get paid for it!These teasers are noticeably Peugeotbranding free, apart from our designedlock-up, and our website address. Thisfurthers the interest to find out more. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • TACTICALADVERTISEMENTSDigitalWe also place similar adverts on the webin specific car and local sites. These alsowork in a similar way to create intrigue toclick through. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CREATINGCONVERSATIONSSocial NetworkingThe idea in Phase 1 is to createconversations between groups of peopleabout this incredible opportunity! Thenature of the adverts act more like arecruitment drive rather than a WINpromotion.The best way to create conversation is totarget everybody, and then they shouldseed it themselves. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • EXTENDINGCONVERSATIONSEndorsementThe idea in Phase 1 is to reach out tolocal radio and news to further seed theamazing offer.Ideally we would seek to plug thecampaign, rather than place traditionalradio adverts. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 2EXTENDING THE IDEA PEUGEOT 3008 TACTICAL BRIEF - 2011
  • FULL COLOURPRESS ADSPrintOnce word-of-mouth has naturally doneits thing, we hammer home the messageby launching our press campaign. Theseare beautiful full-colour ads for nationalpress placement.By this point consumers should already beaware of the campaign to some degree,and this will simply reinforce the call toaction.Being a more conventional approach toa recruitment campaign, we are linking thisexecution more directly with thePeugeot 3008 by heroing the car. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • EXPERIENTIALRoad showIn shopping malls and high streets, webring the idea to life with installationsshowcasing the car, whilst promotingthe campaign. Three distinct sections,represent each ‘job’, with a car in each,will screen the promotional videos. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • EXPERIENTIALJob BusWe create more theatre around the ideaby kitting out our coach as a mobile“education and audition” space. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 3COMPETITION END PEUGEOT 3008 TACTICAL BRIEF - 2011
  • RUNNER UPSUK Ultimate Test DrivesAs we only have 3 winners, we need a and an assault course of obstacles toway to stay in touch with the rest of our really test your driving skills.captured audience - the other applicants.So, we create the Ultimate Test Drive (Lite) This test drive experience will not be found3008 at four UK venues. We take over a anywhere else in the world. All runners uprace-track, throw in some off-road trails, are invited to come to their nearest track for some fun. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 4WHAT WE DO WITH THE CONTENT PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THE EXPERIENCEThe best test drive in the worldUsing the wealth of content gatheredfrom the road trips we can further extendthe campaign. Remember this wasn’t awalk in the park… more like a trek throughparadise.All trials and tribulations - the agony,ecstasy, and family dramas were capturedon camera.This has potential for online promotion asa true test drive tale, or even editedinto a full length reality TV documentary.One thing’s for sure, the 3008 will bethe star of the show, even if thedrivers and passengers are not! PEUGEOT 3008 TACTICAL BRIEF - 2011
  • EFFECTOF THIS CAMPAIGN PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CAMPAIGN OUR MEASURE OF SUCCESS100% SUCCESS 0% AWARENESS OF UNDERSTANDING DEMONSTRATIONS ENCOURAGE AIDING BRAND AGE 3008 NAME OF WHAT’S OF THE CAR’S FEATURES TEST DRIVES APPEAL CROSS-POLLINATION A CROSSOVER PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUR SAYRECAP ON THE NEXT PAGE PEUGEOT 3008 TACTICAL BRIEF - 2011
  • Launch tactical ads Create conversationPlaced as B&W in Incourage social medialocal papers unbranded Amplify interest Radio plugs Launch Press ads Branded campaign Experiential Get a photo, and enter competition Experiential The Bus Test Drive Home Runner ups get Test Drives recorded test drive UK Partner and air experience. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 TACTICAL BRIEF - 2011
  • ROUTETWO PEUGEOT 3008 TACTICAL BRIEF - 2011
  • STRATEGYINSIGHTWith a car that has so much to offer in terms of technical capability and features,it can be a challenge to present these in new and interesting ways. Often adscommunicate on a purely rational level. A spacious boot is demonstrated byfitting luggage and kids’ toys for a holiday. Or the roof reveal is illustrated with alight and airy scene. Although this approach shows the benefits clearly, it lacksemotion, personality, and therefore, brand recall.What if we could show the benefits in an extraordinary way? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • STRATEGYTHE IDEAWe want to create viral videos highlighting each feature and ability in an original,irreverent and engaging way. By employing eccentric characters to executeobscure tests we can educate viewers about these features with quirky, excitingor even bizarre humour. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • 3008GO PL AY PEUGEOT 3008 TACTICAL BRIEF - 2011
  • BUT HOW IS THISRELEVANT TO THE 3008? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • GORATIONAL BENEFITGRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CURRENTLY EXPRESSED ASGO SAFELYRATIONAL BENEFITGRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CURRENTLY EXPRESSED ASGO ANYWHERERATIONAL BENEFITGRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CURRENTLY EXPRESSED ASGO WITH THE FAMILYRATIONAL BENEFITGRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF3 POSITION BOOTSPACIOUSUPRIGHT SEATING PEUGEOT 3008 TACTICAL BRIEF - 2011
  • GO PLAYRATIONAL BENEFIT EMOTIONAL BENEFITGRIP CONTROLHEAD-UP DISPLAYPEUGEOT CONNECTBOLD DESIGNCEILO GLASS ROOF ENABLES A FUN DRIVING EXPERIENCE3 POSITION BOOTSPACIOUSUPRIGHT SEATING PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CREATIVESET-UP PEUGEOT 3008 TACTICAL BRIEF - 2011
  • WHO WE RESPECTTop GearThese guys are some of the mostentertaining in our industry. And we trusttheir opinions. They perform all kinds ofmadcap tests that we would never dreamof that clearly demonstrate the features ofthe vehicle - good and bad. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CAR VIRALSWE LOVEJust searching the web, we findthousands of incredible stunts performedusing cars. Some so amazing that youwonder how the hell they did it. But theyhave, and they have gone viral.Could we own this territory in a uniqueway that entertains, whilst highlightingthe benefits of the 3008? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • WHO MAKESUS LAUGHThere have been many well-lovedinteresting and eccentric characters on TVover the years. Many are old, and somesimply odd.They are funny because they representpreconceived stereotypes, making it allthe more amusing when they attempt thecrazy things that they do. But we holdthem in affection and empathise with theirmisadventures. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • INTRODUCING THE3008CREW PEUGEOT 3008 TACTICAL BRIEF - 2011
  • 3008 CREWSTORYBernard and Kathleen Stewart are old. They Bernard and Kathleen discover that thelive in Sunnyvale Care Home. They have a lot manager John Adams owns a rather fetchingof friends there, in fact some are ex-colleagues... Peugeot 3008. And often while he is busy ensuring the smooth running of the home,Life at Sunnyvale is pretty dull. Things or watching bowls on the BBC, he leavesrun like clockwork. Nothing goes wrong, the keys to his car on his desk…nothing exciting ever happens, and this is theway the staff like it. Driven by their need for adrenaline, the 3008 Crew have been “borrowing” John’sBut for Bernard, Kathleen and their friends this car to go perform some cool tricks. It’s themakes them wish they could live a bit more on perfect motor for it!the edge - just like when they were young.This is because, unknown to the carers, And if you keep your eyes peeled you willthey are retired stunt people! stumble upon their stunts on the web.So, to satisfy their love of adventure Just don’t tell John!they have created a gang. This gang is calledthe 3008 Crew! PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 TACTICAL BRIEF - 2011
  • (AN IMPORTANT QUESTIONYOU ARE PROBABLY THINKING)“OK , so far so bizarre, but are we saying that our audience are old fogies?”Not at all. These guys are just a useful Often, animals and babies are employedmedium to communicate our message and as tools to penetrate the hardenedsupport our values: That appearances can be consumer’s “safeguard” against advertising -deceptive. The 3008 may seem like a unashamedly leveraging the cuteness factor.contradiction - a crossover with multiplecapabilities, full of surprises. For our demographic, this feeling of affection can be applied to our OAPs, as long as theyThis is underpinned by the brand truth that are represented in a non-patronising,this car brings out the playful side of or derogatory way.everyone - even those who we thoughtdidn’t have one! It makes people feel And remember, this is viral, not TV. The rulesyoung through opening a world of are… there are no rules!possibilities. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THINK PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THINK PEUGEOT 3008 TACTICAL BRIEF - 2011
  • You see what we mean? PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CREATIVEEXECUTION PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 1CREATING THE VIRALS PEUGEOT 3008 TACTICAL BRIEF - 2011
  • HEAD-UP DISPLAYOne advantage of the head-up display isto allow the driver to gauge the distancebetween you and other cars.We bring this feature to life in an engagingand unusual way. Cameras linked up tothe car show the HUD, while others arestrategically placed to capture the actionat the same time.The 3008 Crew will execute a daredevilstunt parking manoeuvre in the care homecar park.Opening with a bit of banter they suddenlyspeed up, apparently in pursuit of a visitor,only to suddenly wheel-spin and slide intoan impossibly tight space.This clip ends with the visitor climbingout of his car and gazing back in genuinedisbelief at what he just witnessed.The 3008 Crew casually walk awayfrom the car, continuing their mundaneconversation. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CEILO GLASS ROOFThe panoramic glass roof allows you tohave complete surround vision of yourenvironment.The 3008 Crew have devised a crazyexperiment to highlight this feature.Despite his advanced years, Bernardhas somehow blagged his way onto thebungee jump at the local fair.Kathleen is behind the wheel of the 3008,with a passenger, Gerald, to actas cameraman.The moment Bernard jumps, Kathleenspeeds across the green. With the 3008’snippy acceleration and nimble moves,Gerald is in position to take a photothrough the glass roof of a descendingBernard, almost within centimetres oflanding on the car - before Kathleenspeeds off. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • TRACTIONCONTROLWith its multi traction control, the3008 can handle all manner of terrain.Unfortunately for our Crew, offroadtesting ground is hard to find in suburbanSunnyvale…A peaceful cul-de-sac. Residents arewalking dogs, gardening, and gossipingover fences. Suddenly, the 3008 Crewcome tearing into the street, mount thepavement and across the carefully tendedlawns!The all-terrain mode makes child’splay out of rockeries, flower beds andfishponds, before the 3008 Crew make aswift exit.Bewildered residents can only gawp instunned silence - hosepipes dribblingunattended, dogs escaping with leadstrailing. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PILOT SEATTo properly demonstrate the Upright Seat,and convey that Pilot feeling, the 3008Crew decide to make the car fly like aplane.Three of them position themselves at thefoot of an Evel Knievel style ramp, whilstBernard, in full WWII fighter-pilot regalia,performs a death-defying leap.Kathleen films the whole stunt from theside lines, with the other angle capturedby one of the three crew-members belowthe ramp. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • GPSThe 3008 Crew drape a checked picnicblanket, or lace tablecloth over the frontwindscreen, completely obscuringthe driver’s vision.Our Kathleen gets behind the wheel andhooks up the GPS.Now she really puts it to the test bynavigating a public road and then hitting aramp at the perfect angle to drive on twoside wheels, before landing smoothly andscreeching to a halt.Startled onlookers are further bemusedwhen Kathleen’s grey head pops out thewindow with a grin and a wave. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • BOOT EXITTo showcase the spacious boot,Bernard and Kathleen climb inside quitecomfortably.But to make this a compellingvideo, in keeping with our stunt theme,two of their mates hop in the front andtake them on a ride over a bridge, wherethey suddenly spin around so our bootcrew are in just the right place to basejump from the moving car. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • FACEBOOK PAGEThe 3008 Crew Facebook page will hostfunny photos and videos of ourcharacters. Fans can commentand engage in conversations. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • WOW, THAT’S EXCITING,FUNNY AND DIFFERENT, BUTI FEEL A LITTLE NERVOUSGood.The best and most original ideas makeyou feel that way! Just embrace it. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PHASE 2LINKING BACK PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUTUBECHANNELA Youtube channel allows easier access to the 3008 Crew.our created content, and notify users whena new video is uploaded. This also makesit easier to create conversations around PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THEIR SITEChallenge themOn the website users can suggest new accessible to their followers and their user-challenges for the 3008 crew to try... as generated stunts more real.long as it involves the car. This enablesdata capture, and makes the Crew more PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PRESSLeveraging the concept PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PRESSLeveraging the strategy PEUGEOT 3008 TACTICAL BRIEF - 2011
  • EXPERIENTIALBRING IT TO LIFE PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUR STUNTSLIVEJoin in PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUR STUNTSLIVEJoin in PEUGEOT 3008 TACTICAL BRIEF - 2011
  • VIEW THE 3008AND HAVE A GOOur 3008 Crew will have their ownFacebbok and Twitter feeds, thatconstantly reveal detail of their ironicallyfascinating daily lives.This facilitates consumer interaction andkeeps the conversation alive. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • MERCHANDISEOnce we have a substantial fan-base wecan develop kitch collectables, initiallyas giveaways at experiential shows andpromotional gifts. PEUGEOT 3008 TACTICAL BRIEF - 2011
  • TEST DRIVEPUSH TO THE FORECOURT PEUGEOT 3008 TACTICAL BRIEF - 2011
  • WIN YOUR OWNACTION STUNTNow we have given the 3008 a more excitingproposition and creative platform, we canleverage GO PLAY instore. We’ll offer alucky-dip Action Stunt with every test drive.Scaling from low drama to action packed,even if it is too much for you, you will knowsomeone up for the challenge that willappreciate the experience as a gift.Once on your test drive you will realise thatyou are driving a rather exciting car that livesup to the hype!Ideas are:ZorbingTrapoliningTree top walkingSegway experienceQuad bikingParachutingBungee jumpAdvanced driving lessonsWater skiing PEUGEOT 3008 TACTICAL BRIEF - 2011
  • CAMPAIGN OUR MEASURE OF SUCCESS100% SUCCESS 0% AWARENESS OF UNDERSTANDING DEMONSTRATIONS ENCOURAGE AIDING BRAND AGE 3008 NAME OF WHAT’S OF THE CAR’S FEATURES TEST DRIVES APPEAL CROSS-POLLINATION A CROSSOVER (DIRECTLY) PEUGEOT 3008 TACTICAL BRIEF - 2011
  • YOUR SAYRECAP ON THE NEXT PAGE PEUGEOT 3008 TACTICAL BRIEF - 2011
  • Launch Virals Create FB pagesLaunch Website/ Experiential Experiential MerchandiseYoutube page See you stunts Test Drives Test Drives Win a stunt PEUGEOT 3008 TACTICAL BRIEF - 2011
  • PEUGEOT 3008 TACTICAL BRIEF - 2011
  • THANK YOU PEUGEOT 3008 TACTICAL BRIEF - 2011