2. 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
3. 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
4. Test group are more likely to be aware of a
recent launch of a Peugeot car
36%
+89%
19%
Control
Source: Research Now Peugeot Research, May 2013
Test
5. Awareness for a Peugeot launch is now joint first
Source: Research Now Peugeot Research, May 2013
6. Test cell rank Peugeot more positively
Control
Confident
Test
49%
Trustworthy
Leaders
34%
43%
43%
17%
Cutting Edge
Successful
41%
47%
36%
37%
18%
47% Clear
Memorable
32%
40%
21%
30%
27%
Exciting
29%
23%
35%
43%
29%
40%
Attention Grabbing
36%
41%
Different
Source: Research Now Peugeot Research, May 2013
Innovative
Interesting
7. 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
8. Consideration for Peugeot is higher for those
exposed to the advertising
30%
+76%
17%
15%
+114%
7%
7-10
8-10
7-10
Control
Source: Research Now Peugeot Research, May 2013
8-10
Test
9. 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
10. 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
11. Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics
