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.
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
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.