Peugeot Norway: Peugeot 308 SW launch

Rapp

ENTRY INFORMATION

Category: Automotive
Country where program ran: Norway
Date program started/ended: August – September 2008

Product Description: Peugeot 308 SW – a new model from Peugeot.

Advertiser/Client Name: Peugeot Norway
Media Channels: DirectMail
Email
Mobile
Print
Web Advertising
Other

STRATEGY

Marketplace Challenge:

Due to the financial crises and a declining market for cars, it was decided to create a separate introduction campaign for Norway in order to sell cars from day one of the launch. The goal was to reach the topp-20 list of Norways best selling cars imideality. This meant we had to sell around 150 cars the first month. While Peugeot internationally emphasizes the French aspect and design, Peugeot Norway wanted to focus on the car's most important properties. At the same time it was important to retain that which has always characterized Peugeot, a distinctive expression.