The Brief
Our bullseye consumer was a mid-twenty-something looking to buy their first car. This was an audience who Peugeot had no relationship with
and who also were more likely to buy on price than they were on brand. Our challenge was to generate up 1,600 test drive leads and
recruit a millennial audience.

The Solution
We created Let Your Body Drive, a dance-themed campaign inspired by the cars ergonomic and intuitive design. We launched the activity with an unbranded piece of film content designed to become a viral hit. We worked with Pete Tong to select a track destined to become a summer anthem by the (then!) emerging artists Rudimental. We recruited YouTube phenomenon Non Stop to create ‘The Body Drive’ – a jaw-dropping display of body-popping and locking. The video launched the campaign which was supported by a social media lead, consumer promotion where we asked our audience to let their body drive by and share with us their own dance to win a trip to Ibiza. We also created a national roadshow which culminated at The Goodwood Festival of Speed.

The Results
1,680+ prospects signed up for test drives

81%+ of stand visitors now more positive towards the brand
80%+ of consumers interviewed now more likely to buy a Peugeot in future
WOM score - 59% of visitors interviewed told 4.6 people about the activity
8.5 million+ views of launch video on YouTube (the second most viewed UK ad on YouTube in 2012)
3 million+ views of launch video between campaign launch date of April 10 – June 24
55,000 Facebook interactions
Rudimental’s track went straight to Number 1 in the Official Charts and iTunes Charts
(Campaign created at Initials Marketing under creative direction of Nick Presley)
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