Launching a new car is always challenging because of competitive activity, but this was especially true for the 107 as the Toyota Aygo and Citroen C1 were launching in the same month. The answer for Peugeot lay in being clear about the target market: this was young, style-conscious people.

Objectives

• To support the launch of the Peugeot 107
• Raise brand awareness
• Generate interest
• Promote the car as a sexy 'City Bug' that is stylish fun and exhilarating to drive

Why Radio?

Music is a very important part of young aspirant's lives, and the specialist music stations that were selected are very high profile, as are the new digital – only stations like Kiss, Kerrang and Smash Hits. In addition, no one else was launching cars on radio, so the playing field was wide open.

Radio Strategy

The idea was to create and promote a cool, modern image of the Peugeot 107 to young urbanites through a contemporary sounding creative with a space-age edge.

The campaign was based around specific specialist music stations and the award winning creative was based around the energy and environment of the station it was playing on. Ads were booked first in break to maximise its resemblance to an original music track.

The activity aired for 6 weeks and was heavily weighted into the evenings between 7pm and midnight – including Friday Night Kiss at 7-10pm. These timings ensured that Peugeot successfully targeted young trendsetters – excited and ready for their night in the city.

Results

Results were measured using Emaps Insight research to measure listeners 'awareness and opinions' of the 107, pre and post campaign. Peugeot saw significant and positive differences in awareness and attitudes towards the 107 pre and post campaign. The creative was well received with 40% of the sample who were aware of the radio activity spontaneously remembering the reference to 'The City Bug'.

The research revealed some impressive scores – for example, it scored 58% for commercial recognition and 58% also said they'd like to be seen in the car. The ultimate metric is obviously sales – with the 107 outselling both its key rivals combined.

“We created a clear media territory for the 107 within the specialist music programming that we knew our audience turned to for inspiration, and the creative was designed to connect with both the audience and the environment simultaneously.”
Melanie Kent, Media Manager, Peugeot