CAMPAIGNS: Launch Event - Birmingham showcase for Peugeot 307

Client: Peugeot UK

PR Team: Immedia TV Communications

Campaign: Experience 307

Timescale: June 2001

Budget: part of pounds 1m launch



Peugeot claims the 307 is the most important new car in the company's

history, and it is confident the model will conquer the Ford Focus,

Vauxhall Astra and VW Golf to boost its market share.



Objectives



To reflect the scale and importance of the new car and the company's

confidence in it with the Peugeot dealer body and centralised support

staff as its audience.



Strategy and Plan



Immedia fashioned the 'Experience 307' live event, which took over the

whole of Birmingham city centre at the beginning of June.



The event achieved a number of firsts for live events, becoming the

first ever to occupy every hall of the magnificent International

Conference Centre (ICC), while Centenary Square, Chamberlain Square and

Brindley Place were all used for product displays, test-drives,

competitions and live entertainment for the general public.



A gala concert in partnership with the Prince's Trust in the Symphony

Hall was also held. Acts included Jools Holland and Paul Young. The

artists hosted musical workshops throughout the week.



The on-stage show that accompanied the management presentations and

interviews used a complex combination of rigging and theatrical setting

devices to 'fly' several 307s in free space from within a futuristic

neon pyramid structure, to dramatic effect. Live, on-screen projection

of the event used digital technology.



The event reached its peak with a mass drive-away of hundreds of new

Peugeot 307s from Centenary Square.



Measurement and Evaluation



Every attendee filled in an evaluation form, giving a complete picture

of each audience's reaction. A detailed follow-up phone survey has

provided additional qualitative data to ensure all aspects of the event,

from presentations to logistics, met the audiences requirements and

expectations.



Results



The evaluated feedback was positive, recording a 98 per cent confidence

rate in the success of the new model. The campaign continues with the

showcasing of the new 307 in Peugeot dealerships throughout the summer.



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