For the attention of the Dealer Principal, Sales Manager and Marketing Manager

Transcription

1 MARKETING MARKETING LETTER th October 2015 TO ALL PEUGEOT NEW VEHICLE DEALERS For the attention of the Dealer Principal, Sales Manager and Marketing Manager Dear Sir/Madam Q4 NATIONAL AND DEALER MARKETING ACTIVITY Further to GL3173 which announced the Q4 Retail Sales Campaign, we are pleased to confirm an extensive programme of marketing activity to support these strong consumer offers. This communication provides full detail on the key campaigns taking place during the quarter to promote each of our key models, both nationally and locally. Key highlights include: Continuation of the innovative PURETECH campaign across TV / VOD / press / digital Extensive communication of 108 Just Add Fuel with Telematics to younger buyers, including national press and a nationwide local radio campaign featuring Dealer tags Intensive press / Video-on-Demand and digital campaigns for 208/2008 and 308 At the end of this communication is a one page matrix which is a summary of all the national and regional activity planned in Q4. It is important that you understand all of the activity that is taking place at a national level, and on your behalf via the regional up-weight activity, so you can plan your local activity accordingly to ensure a cohesive communications message from Peugeot. Yours faithfully MARK PICKLES MARKETING DIRECTOR Peugeot Motor Company PLC Registered Office: Pinley House, 2 Sunbeam Way, Coventry, CV3 1ND. Registered in England No Tel.: +44 (0) Fax: +44 (0) Peugeot Motor Company PLC is authorised and regulated by the Financial Conduct Authority. Rev (01/2010)

2 Page 2 of MARKETING ACTIVITY To promote 108 with Just Add Fuel, a comprehensive national communication strategy has been developed. This includes the following: 1/ National Press and Automotive Magazines A print campaign will run in national press and auto magazines. Below is an example of the creative: 2/ National Website 108 Just Add Fuel Telematics Landing Page A new 108 Just Add Fuel Telematics landing page ( has delivered more than 40,000 page visits since launch at the end of August. All 108 First Time Buyer communications are directing traffic to this landing page. 3/ Price and Specification Guide The 108 price and specification guide now includes an offers section which highlights the Just Add Fuel telematics offer to younger drivers and includes a click through to the new landing page. 4/ Digital Campaign various formats The following creative has been developed to promote 108 via digital advertising channels:

3 The digital advertising activity will include: MARKETING LETTER 1624 Page 3 of 13 Home page takeovers on MSN, AOL and Huffington Post Digital advertising on Autoexpress, Carbuyer and Whatcar Retargeting visitors to Peugeot.co.uk with web banners promoting 108 Just Add Fuel Digital advertising across a vast array of general lifestyle websites In addition to the above, the following activity will also be taking place during the quarter to promote 108 to first time buyers: Pay Per Click- targeting key words around first time car buyer activity Facebook - targeting year olds with auto interests plus parents of year olds Gmail sponsored posts - targeting year olds / parent audience with first car Yahoo Gemini - native ads across all Yahoo portals WEVE targeting year old using SMS messaging 5/ CRM First Time Buyers E-Communications: A follow-up to profiled parents on BAMAC database (and hand-raisers and prospect pool data sets) will be sent w/c 5 th October to c. 80,000 records. We are also developing a suite of communications which will target c. 80,000 cold prospects targeted at a younger (18-24) audience. More information will be provided under separate cover. Finally, a leaflet has been developed to promote the Just Add Fuel Telematics offer for you to use in your local market place. Each Dealer will be given an automatic allocation of 100 leaflets with additional leaflets available free of charge via Fastant by quoting MCP3799.

4 Page 4 of Dealer Marketing Plans The regional up-weight activity for Dealers in Q4 will focus on 108 Just Add Fuel with Telematics, leading with the message that it includes 3 years insurance and is available from age 18. To support this, we will be running a 2-week Radio campaign with Dealer end-tags starting on 19 th October and continuing through to 26 th October (Thursday Sunday). To complement the radio campaign, we are also planning to run an MMS campaign targeted at the younger audience to further explain this message. 108 Just Add Fuel will continue to feature in the regional Dealer Digital campaigns throughout Q4 in terms of Prospecting and Retargeting and also Pay Per Click for complete consistency. To support the 108 Just Add Fuel with Telematics campaign, there will be a full suite of material made available on Create including: Press templates Fuel pump nozzle templates 48 sheets GDN banners. Livery kits available for download/order Below is an example of the press and templates: Please note that we will also make available 108 PPL press templates.

5 208 MARKETING ACTIVITY MARKETING LETTER 1624 Page 5 of 13 To support the 0% APR finance offer, national communications will include: 1/ New 208 Press Campaign A heavy-weight national press and auto-print magazine campaign will run throughout Q4. Please see below an example of one of the creative press executions that will run: 2/ New 208 Video on Demand (VOD) Campaign The New 208 Dragon TV commercial (with Just Add Fuel message) will be aired on ITV player, 4OD, Sky Go and digital VOD channels until 7 th November. 3/ New 208 Digital and Social Campaigns Digital and social advertising using the same campaign creative as above will run via: Home page takeovers Digital advertising on Autoexpress, Carbuyer and Whatcar Retargeting visitors to Peugeot.co.uk with web banners promoting 208 General digital advertising across a vast array of general websites National 208 Pay per Click Campaign (PPC) Social Media - Posts on Facebook, Twitter and Instagram

6 Page 6 of Dealer Marketing Plans Dealer 208 materials will now promote Active level rather than Allure, in response to recent Dealer feedback, providing more competitive Passport and Just Add Fuel offer examples using 0% APR with 500 deposit contribution. Digital banners will also use this new creative, as shown below: Create Dealer Materials To support the 208 campaign, a full suite of material will be available on Create including: Press templates Fuel pump nozzle templates 48 sheets GDN banners. Livery kits available for download/order

7 Page 7 of MARKETING ACTIVITY Existing marketing materials featuring 4.9% APR will now incorporate the 1,200 deposit contribution. 1/ 2008 Crossover Press Campaign A heavy-weight national press and auto-print magazine campaign will run throughout Q4. Please see below an example of just one of the creative press executions that will run: 2/ 2008 Crossover Video on Demand (VOD) Campaign The 2008 VOD campaign will run in October, with Infocards allowing viewers to find our more: 3/ 2008 Crossover Digital Campaigns Examples of 2008 digital advertising activity include: Home page takeovers on AOL, Yahoo and ESPN Digital advertising on Autoexpress, Carbuyer and Whatcar Retargeting visitors to Peugeot.co.uk with web banners promoting 208 General digital advertising across a vast array of general websites 2008 Dealer Marketing We will continue to use the 2008 Active creative in 2008 Re-targeting banners Create materials continue to promote 4.9% with 1,200 initial rental contribution on an Active with Just Add Fuel and PPL. Press formats, , DM, Fuel Nozzles and 48 sheets are available.

8 Page 8 of MARKETING ACTIVITY To promote the strong 0% APR offer on 308, national activity will include: 1/ 308 Press Campaign A heavy-weight national press and auto-print magazine campaign will run throughout Q4. Please see below an example of just one of the creative press executions that will run: 2/ 308 Video on Demand Campaign 308 Perfume with 0% APR message The 308 Perfume TV ad is being updated to include the 0% APR message. This will be aired on broadcast and digital VOD channels during November, with a Find out more button at the top which presents the viewer with 4 information cards where they can learn more about / 308 Digital Campaigns The following creative has been developed to promote 308 via digital advertising channels e.g. retargeting from Peugeot.co.uk, homepage takeovers, banners on automotive and general lifestyle sites. Important note: a separate communication will be issued shortly to announce the exciting plans in place to launch 308 GTi.

9 Page 9 of 13 Dealer Marketing Plans The Dealer 308 retargeting digital banners have been updated to promote 308 GT Line with 0%, in line with the national communications. These banners target people who have been to the 308 offers section of Peugeot.co.uk, and then take them to the 308 page on your e-dealer website. Dealer Create Materials 308 GT Line and 308 Active Create materials promoting the 0% APR offer and the 500 deposit contribution on Passport will be made available w/c 5 th October in the following formats: Half page and Full page press and Direct mail templates Fuel Pump Nozzles 48 sheet template Livery kit GDN banners

10 Page 10 of 13 PURETECH CAMPAIGN Marketing Newsletter 1623 provided full detail on the PureTech Advertising Campaign. As a reminder, the following activity is currently taking place: PureTech TV and VOD Campaign Running until 20 th October PureTech National Press Campaign Running until w/c 26 th October to coincide with the Rugby World Cup please see below an example of a press execution that is running PureTech Digital Campaign Running until the end of October PureTech Experiential Campaign As advised in Marketing Newsletter 1623, a PureTech Experiential Roadshow will be held across 4 major shopping centres in the UK, supporting the National PureTech advertising activity. Please see below the dates and venues: Average Weekly Dates Region Venue Footfall 16 th Oct 18 th Oct South/London Bluewater/ Lakeside 540, rd Oct 25 th Oct North West Manchester Arndale 800, th Oct 1 st Nov Midlands Birmingham Bullring 700,000 6 th Nov 8 th Nov (tbc) Intu Milton Keynes / South/London 330,000 Watford

11 Page 11 of 13 The stand will have 208 and 308 GT Line on display, and we expect 500k plus shoppers will see the Brand / Product / PureTech message, delivering c.22k interactions and over 2,000 Dealer Leads. The theme of the stand was developed to reinforce the national advertising PureTech campaign, celebrating the Engine of the Year award and demonstrates how in the modern world Powerful things come in Small Packages. Please see below an artist s illustration of how the stand will look:

12 Page 12 of 13 General Dealer Marketing Updates CRM / Loyalty Communications The following activities will continue across all models within the Peugeot range: Repurchase: mailed weekly throughout Q4 to current/lapsed customer base. Mailing lists uploaded weekly onto PLP throughout the quarter. Motability: mailed monthly through Q4 to current/lapsed customer base. Mailing lists uploaded monthly onto PLP. Passport and Just Add Fuel communication: mailed monthly. Follow-up activity via e- Master. Social Media Assets/Support We have now made available a suite of images, links to video content and guidelines available on Create under the Downloads section which can be used to support your Social Media Activity. Please take a look on Create to see what assets are available and contact the Dealer Marketing Service if you have any questions. There are also places still available on the Social Media Training courses being held by the Dealer Marketing Service Team please contact them to find out more and to book your place. Children in Need Materials We will confirm more in a further communication, but over the coming weeks we will ensure there are Children in Need materials available on Create. Please don t hesitate to contact the Dealer Marketing Service should you have any questions or require any assistance with your Q4 Marketing (option 1) or peugeotteam@rbh.co.uk.

13 Q4 NATIONAL, REGIONAL & LOCAL MARKETING PLANS National PureTech TVC National TV 208 JAF National 208 VOD National 2008 VOD National 308 VOD National Press & auto print National Digital Activity National & Dealer PPC Dealer Retargeting Dealer Digital Prospecting Dealer Premium Direct Buy Dealer Radio Campaign Dealer MMS Campaign Suggested Local Digital Suggested Local Radio* Suggested Suggested Press Suggested Fuel Nozzles/Outdoor* OCT NOV DEC 28th 5th 12th 19th 26th 2nd 9th 16th 23rd 30th 7th 14th 21st 28th PureTech TV 208 TV 208 VOD 2008 VOD 308 VOD Rotating 108, 208, 2008 & 308 in national press titles and auto-print magazines Retargeting from Peugeot.co.uk, Digital advertising on auto-sites & general lifestyle websites and high impact home page takeovers Always on and across all models Retargeting from Peugeot.co.uk to e-dealer websites for 108, 208, 2008, & 308 Automotive and lifestyle sites promoting Dealer and Peugeot range Digital advertising on selected premium automotive related websites promoting 108 JAF Telematics 108 Radio 108 MMS & & & & & 308 *Campaign booking deadlines are fast approaching, please contact Universal McCann urgently if you wish to proceed (option 2)