The solution: We recommended creating an integrated campaign with TV, print and digital components all supported by a microsite at the heart of the communication. The campaign idea was “Forget your real age, you are young enough to have this car”. We developed a competition with a test drive with the Le Mans winner in a Peugeot 908 prototype in France and two more valuable prizes for test drive participants. Each test drive participant got a gift pack with L’Oreal facelift cream and a miniature 207. The campaign made use of the following components:
- ATL TV spot, radio, print and online banner
- Central microsite with Test drive order form, product and competition information www.nasedneteomladnete.cz
- Microsite with application “What is your real age?” running on www.skutecnyvek.cz with PPC campaign
- Facebook application “What is your real age?” with Facebook flyer campaign
The “What is your real age?” application mechanics were simple – the user filled out a simple survey with humorous questions, resulting in the assignment of “mental age”. Based on the visitors mental age, Peugeot 207 test drive was recommended. The same mechanics was employed for both Facebook and skutecnyvek.cz.
