CASE STUDY: Peugeot target young urban females with Kiss FM
Provided by Bauer Media
Peugeot use Kiss Fm bring to life the fun personality and generate excitement around the 107.
What was the Challenge / Background of the Campaign?
Peugeot were looking to target young urban females to bring to life the fun personality and generate excitement around the 107. They also wanted to communicate the affordability of the model. We used insight to prove that Kiss was the ideal brand to bring 107 to life. Kiss is an aspirational brand to our listeners. With cars, they are especially style conscious, yet still concerned with affordability.
What was the Campaign Objective?
To target young urban females to bring to life the fun personality and generate excitement around the 107
What was the Solution?
A series of limited edition Kiss Peugeot cars were built. Peugeot then sponsored Friday Night Kiss and Saturday night Floorfillers presented by award winning DJ Steve Smart. The strapline 'Move to it with Peugeot' was promoted, with the Kiss limited edition cars as a central point of the activity. Four promotions ran throughout the year. The main promotion gave away a limited edition Peugeot on air, which recorded the highest numbers of entries for any promotion on Kiss in the last two years.
What were the Results?
- The limited edition car sold out (550 models made)
- Over 5000 entries across a week to win the limited edition Kiss Peugeot 107. Web traffic to Steve Smart's homepage increased by 156% from the beginning of the sponsorship - Half of listeners said that they were more likely to consider buying a Peugeot as a result of the activity
- Spontaneous awareness of the 107 rose amongst listeners 100% pre to post campaign
- Post campaign 63% of listeners thought the car was 'fun to drive' compared to 46% of non listeners.
What were the Key Learnings of this Campaign?
"We have really enjoyed working with the Kiss team due to their creativity and flexibility that has allowed us to deliver a true partnership on air and off air."
Helen Bradshaw, Marketing Manager, Peugeot