Peugeot

Peugeot Germany moved its company headquarters to Cologne and at the same time gave a new face to the small car segment with the Peugeot 208. moccamedia was tasked with developing the following objectives for both of these occasions:

1. Increasing sales figures at the Cologne location by 7.5 percent compared to the previous year.
2. Creating acceptance towards Peugeot as a new resident in Cologne.

moccamedia drew up an engaging and emotional campaign, the focus of which was a competition with a strong local flavour. With local content such as “Kölsche Sproch”, “de Effzeh” and “dat Kölsch”, moccamedia reached inhabitants of Cologne on an emotional level. Cross-media flights that were closely interlinked and mutually reinforcing provided suitable touchpoints.

Print ads in the local daily newspapers, radio ads on the local radio and regionally managed online advertising as a quick booster, created reach and prompted inhabitants of Cologne to sign up for a test drive. Campaign days at the PoS, live reports from well-known Cologne bloggers and advertorials in local media consolidated the communication and increased involvement with the Peugeot brand.

The highlight of the campaign was a far-reaching poster campaign with the winners as the faces of Cologne. Once again, this enabled Peugeot to gain additional sympathy points for itself and the Peugeot 208 city cruiser.

For Peugeot the campaign was a resounding success: 61 percent growth rate for registrations when compared with the same month in the preceding year and Cologne’s commitment to the Peugeot brand. The objectives were surpassed!