COUnTRy: JaPan seCTOR: aUTOmOTiVe
The writing’s in the
Wallpaper or Peugeot
A bold creative idea and an innovative new ad format combined to put users
creative instincts into top gear, and deliver impressive levels of engagement for
Peugeot. Innovative eye tracking technology, which records the time users spend
looking at different areas of the screen, captured the full impact of the new
‘wallpaper’ format on Peugeot’s ‘Original Story Maker’ campaign.
Key faCTs
ClienT:
Peugeot
media agenCy:
Starcom Worldwide
Japan, a division of
beacon communication
k.k
TaRgeT aUdienCe:
Auto researchers
Key Channels:
MSN Homepage
The Brief
l Launch the new Peugeot 308SW
l Increase brand awareness
l Promote the ‘Original Story Maker’ campaign
message and drive visitors to the campaign site
l Promote sales and increase visits to dealerships.
The Campaign
The ‘Original Story Maker’ campaign invited
consumers to unleash their inner novelists by
writing a story and then sending it to a friend
as a gift, with printed, illustrated versions of the
stories available through Peugeot dealerships.
Microsoft Advertising’s new Wallpaper AD format,
surrounding a web page with rich media, gave the
creative idea the perfect canvas for creating impact
– and engaging visitors with the storytelling idea.
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