Peugeot looked to organise an ‘open day’ type of event in all of its French dealerships, allowing the public to test the new 308 range (saloon, estate, SW and GT) under VIP conditions.
With this project, Peugeot aimed to go beyond basic and traditional test drives encouraging customers to spend a special time discovering the vehicles thanks to one-to-one meetings with a true expert/demonstrator of the range. In order to maximise the impact of this project, Peugeot asked to associate its brand image with that of L’ÉQUIPE, major French player in the automotive and sports sectors.
For each test-drive taken in French dealerships, participants were invited to write a detailed report. 2 months later, the 10 best budding journalists participated in an exclusive on-track testing-day, supervised by two famous reporters from l’ÉQUIPE.
Additionally, l’ÉQUIPE contributed to the promotion of the tour, ensuring important media coverage and making use of all of its own resources (advertising space in the newspaper, homepage on lequipe.fr and TV advertising on channel l’ÉQUIPE 21).
How the event worked:
media campaign months