French automobile brand Peugeot packs a bit of clout in Europe, with them being the second largest car maker in Europe and schtuff. The issue however is that their world ranking of seventh largest manufacturer does not look like it is set to improve due to an over-reliance on the European market . Their biggest growth market (China) is where this European giant remains pretty dormant (perhaps i have volcano’s on my mind) with a miniature slice of the market at 3%.
Simply put Peugeot has lost its pizazz that once was the corner stone of this brand, an expression echoed by the Economist post interview with Jean-Marc-Gales the head curio at Peugeot. The introduction of the RCZ is acclaimed by Jean-Marc’ “to announce a return to the virtues that made Peugeot great in the 1980s—class-leading handling combined with pert styling—but which it carelessly mislaid for much of the past decade.” This marks the point of departure for a strategy that aims, according to Gales, to increase the 3% China share to 8% by 2015. The strategy, an introduction of 14 new models over the next two years.
Enough of that tho, the RCZ is what caught our eye here…
….at ePoch Marketing, why you ask…..well…
…beacuse of its multi-platform launch campaign off-corse. A campaign that aims at “keeping [the public] interested and excited, using street-casted online ads, viral videos, emails, and then using online ads featuring real entrants among all entries to win the stunning RCZ.” - Andy Godall (Peugeot UK, internet marketing manager).
What’s all the excitement about…the “it chooses you campaign”: “If you’re not having two pennies to rub together, but think you have a creative mind, than this might be your chance of winning one Peugeot RCZ sports coupe. To coincide with the UK launch of the new RCZ this month, the ‘It Chooses You Campaign’ launches on Facebook“
and what does one have to do to reap the reward (other than live in the UK)…put on your creative hats and submit an ad using ad generator. Submissions are loaded to an advert gallery and there’s a facebook fan page, not to mention the Twitter page.
It all culminates on the 11 June where the RCZ chooses it’s owner. Then there’s the 150 not so lucky ones that get tickets to The Goodwood Moving Auto Show.
All in all a good [not technically] crowd sourcing campaign.
Cheers,
