Case Study for new Peugeot 308 - Car of the Year Driving Experience. Special execution to generate high interest, visibility and a maximum of test drives.

1. Peugeot 308 Case Study phd Switzerland Ltd., Zurich

2. Launch of new Peugeot 308 in October 2013
To date, no great interest in test drives have been generated for this particular model
Voted «Swiss Car of the year» and «Car of the year 2014»
CONDITIONS
CLIENT’S REQUEST
Generate high interest and increase visibility of the new Peugeot 308
Generate a maxium of test drives and push sales
Focus on biggest German-speaking cities Zurich, Bern and Basel
Show digital excellence
SPOC for all Marketing activities
Develop a multi-device website
phd Switzerland Ltd., Zurich & Geneva – phdmedia.com/switzerland
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3. Future-oriented scroll-site for multiple devices owned media
•Development of responsive design HTML site
•HTML5/PHPH and Java Script technology used
•Search engine friendly programming(sitemap, content, etc.) as well as conducting changes in real-time (e.g. uploading pictures and content, adding users)
•Compatible with iOS (from version 6) and android (from version 4) and all browser versions
•Dwelling time, return rate as well as decreased bounce rate indicate seamless and user-friendly visualization
•Implemented Tools for competition: geo- location, picture sharing, drag- and drop functionality as well as on- and offline mode.
phd Switzerland Ltd., Zurich & Geneva – phdmedia.com/switzerland
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4. Precise Geo-targeting with relevant creatives
User identification in www
Automated media buying
via Programmatic Media System PMS
across devices (Desktop & Mobile)
Ad delivery with strong connection to location
REAL TIME MEDIA PROCESS
Budget
Time
Region
Geography
Frequency
Ad creative
Zurich, Basel, Bern
Radius 20km
Negative
WWW
PMS
Operating System
phd Switzerland Ltd., Zurich & Geneva – phdmedia.com/switzerland
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5. Optimisation levers and impact on business performance
•The campaign delivered 62% accumulated net reach
•Display/Mobile: High-Quality Traffic was delivered to the page through targeted, programmatic Campaign- and Creative Delivery
•Display/Mobile: An added-value versus market of 58.2% was achieved
•Display/Mobile: 74.4% Viewability; Adview Time 27.7 sec  comparable to high-end premium bookings (IAB Recommendation Viewability 50:1)
•Paid Search: Due to regular optimizations and automated bidding we managed to increase the click volume by 26% and decreased the CPC by 17.86%
•Social: As a result of our optimization techniques we were able to deliver a 40% lower CPC than the benchmark, consequently the click delivery also increased significantely
phd Switzerland Ltd., Zurich & Geneva – phdmedia.com/switzerland
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6. 14X MORE TEST DRIVES THAN MONTHLY AVERAGE
167
167 TEST DRIVES IN ONLY 9 DAYS
RESULTS
14x
95%
COST PER TESTDRIVE DECREASED BY 95%
4:1
ROAS
20 CONVERSIONS
phd Switzerland Ltd., Zurich & Geneva – phdmedia.com/switzerland
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