Peugeot: Peugeot 3008 Airplane Mode Targeting

 
Campaign Summary

By using Android mobile targeting technologies, Peugeot reached users getting ready to take flight, as its latest 3008 SUV was inspired by the design of planes. After targeting consumers who had their devices on flight mode the brand was able to retarget them and begin a messaging sequence designed to drive new leads.

Strategy

Objective and Context:

Many design elements of the new Peugeot 3008 SUV were inspired by the cockpit of a plane. The auto manufacturer wanted to develop a campaign to showcase the chrome buttons and “i-Cockpit” design of its newest vehicle.

Target Audience:

Peugeot targeted affluent millennials and baby boomers.

Creative Strategy:

The brand wanted to reach users on planes, where they would be the most receptive to the features of the car that were inspired by a plane. The most effective way to do this was via mobile, using the “flight mode” on smartphones as an indicator the consumer was getting ready to take flight.

Execution

Overall Campaign Execution:

Using flight mode targeting technology, Peugeot sent push notifications to consumers on planes who turned their device’s flight mode on. This was the best opportunity created via targeting technologies. The same users were also retargeted later to complete the communication of the campaign by detecting same users on different mobile applications with the help of the finger printing technology.

Mobile Execution:

Rich media banners were shown to the users in a serial sequence, progressing the brand’s story with each interaction. Push notifications were sent to users who turned their devices’ flight mode on. Users who clicked on the push notifications saw the messages showcasing the Peugeot 3008. The campaign continued through retargeting on mobile sites and apps.

Results (including context, evaluation, and market impact)

More than 60,000 push notifications were sent during the campaign. Click-through rates for information request forms were 3.5 times higher than standard mobile banner campaigns.

Thanks to the retargeting mechanism, the rich media unites had interaction rates 2.5 times higher than usual.


Categories: | Industries: | Objectives: Innovation | Awards: Finalist