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FMBX News
Posted: Jun 14, 2011
Peugeot enacts Quality Time with road users
Peugeot has launched a marketing initiative for the Peugeot 508 in RoadChef motorway outlets. The campaign is the first to be created for Peugeot by the experiential division of its marketing communications agency INITIALS Marketing, newly appointed to the Peugeot agency roster.
Drivers calling at service stations are invited to visit a specially designed Peugeot 508 display fixture and make a pledge for some quality time. The campaign complements the Quality Time advertising proposition by getting consumers to enter a pledge on an interactive touch screen linked to a Twitter feed. To inspire them further, another screen features the things people might like to do with more of their own quality time.
On completion of their pledge, drivers receive a complimentary Costa coffee voucher and are incentivised to take a test-drive at their local dealer. Those completing the test drive will receive a £50 Virgin Experience voucher to help realise their personal quality time pledge.
Nick Crossley, manager - brand advertising, Partnerships & Events at Peugeot explained:
“We have been looking to break the mould of car promotions in the UK and this is an example of how below the line activity can reflect and enhance the brand’s advertising proposition.”
Head of INITIALS Experience, Chris Wareham said:
“We are delighted to have been appointed to Peugeot’s agency roster and are looking forward to launching our first activity for the brand.”
The Peugeot 508 Quality Time experiential campaign is ran through May and continues through June.
