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Peugeot
May 2013
Key Campaign information
Environment Key Campaign Objectives
Illustrate how a Euston motion campaign can amplify brand awareness and strengthen perceptions
Show that outdoor can convey a key campaign message
Show that the campaign can increase consideration and/or recommendation for a car brand
Source: Research Now Peugeot Research, May 2013
New geo-fencing technology
Test group have the questionnaire pushed to their smartphones when they enter the geo-fenced area around Euston Station
Source: Research Now Peugeot Research, May 2013
Test group are more likely to be aware of a recent launch of a Peugeot car
Control Test
19%
36%
+89%
Source: Research Now Peugeot Research, May 2013
Awareness for a Peugeot launch is now joint first
Source: Research Now Peugeot Research, May 2013
Test cell rank Peugeot more positively
43%41%
36%
32%
30%29%
29%23%
27%
21%
18%
17%
49%
43%
47%
47%
43%
41%36%40%
35%
40%
37%
34%
Control Test Confident
Trustworthy
Successful
Clear
Innovative
InterestingDifferent
Attention Grabbing
Exciting
Memorable
Cutting Edge
Leaders
Source: Research Now Peugeot Research, May 2013
Those exposed to the advertising are more likely to think Peugeot:
“Make stylish cars” +58%
“Make cars with personality and character” +74%
Source: Research Now Peugeot Research, May 2013
Consideration for Peugeot is higher for those exposed to the advertising
Control Test
17%
30%
7%
15%
+76%
+114%
7-10 7-108-10 8-10
Source: Research Now Peugeot Research, May 2013
1 in 3 respondents in the Test Group would recommend Peugeot
+57%More likely to
recommend Peugeot
+89% more likely to highly
recommend Peugeot
Source: Research Now Peugeot Research, May 2013
Summary
• Increased awareness of the launch of the RCZ amongst Euston commuters
• Commuters passing through Euston are more aware of RCZ advertising activity and are most likely to have seen it on OOH formats
• Test call are more likely to rank Peugeot positively
• This has led to an increased likelihood to both recommend and consider Peugeot in the future
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics
