Peugeot 208
Although less popular in North America, French Automobile Brand Peugeot has been renown as one of the most aesthetic brands, and has been successful in Europe for a long time. In Czech Republic, however, Peugeot was suffering from negative brand image that its cars fell behind in terms of technology. Because this negative brand image, Peugeot was slowly losing its market share in Czech, and in 2012, it was looking forward to reverse this trend by launching new ‘Peugeot 208.’
Peugeot decided to launch a digital marketing campaign targeting urban, early adopters in their 30’s, with a goal of improving its brand image–inducing people to think that Peugeot is a technologically advanced brand. Peugeot developed a virtual web-cam technology capturing people’s motion to drive its new Peugeot 208. And this campaign, called “Motion and Emotion,” instantly grabbed attention of thousands of early adopters in Czech through Social Media . People were amazed with the idea that you can drive a car remotely using imaginary handle and facial expression to control acceleration, regarding it it as a “revolutionary technology.”
There were 60,000 unique visitors just within 20 days, and 130,000 within 30 days of the campaign, and this led to immense increase in sales of Peugeot 208.