Peugeot RCZ - It Chooses You
To promote the "Envy" Special Edition range of cars in the UK, we had to create a premium and highly integrated campaign across print, radio, TV, digital and social. A key objective was to generate customer data, buzz, and Facebook page likes.
The TV Commercial features a 207 Envy sinking in a swimming pool and sets up the mystery. The other comms drive traffic, and we extended this with an interactive flash video game where consumers are invited to 'unravel the mystery of Whodunnit'. This is done by interviewing the four suspects, searching for clues at the crime scene, and inspecting the culprit's mobiles. An Envy car was won by one of the lucky entrants who guess correctly.
The car sales volumes were hit with the campaign creating a waiting list with production ramped up to meet demand.
+6k Facebook page likes against a target of 3k.
+2k validated email addresses.
A high % of fans came as a result of our seeding work on forums.
The Facebook competition created a lot of online buzz and positivity around the brand in forums and other social media channels such as Twitter and Facebook.
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