Peugeot, part of Groupe PSA, is a French car manufacturer. The family business that preceded the current Peugeot company was founded in 1810, and manufactured coffee mills and bicycles. Modern-day Peugeot has received a number of international awards for its vehicles, including five European Car of the Year awards. In 2013 and 2014, the company ranked the second lowest for average CO2 emissions among generalist brands in Europe.
Peugeot has been involved in motor sport for more than a century. Peugeot Sport won the World Rally Championship five times, the Intercontinental Le Mans Cup twice (2010, 2011), surpassing Toyota and Audi, the World Endurance Championship twice (1992, 1993), and the Intercontinental Rally Challenge Championship three times.
Out of all the adults in Britain, 18-25 year olds are the least likely to buy a new car. Partly it’s because they can’t afford big payments; equally it’s because new car insurance for young adults is incredibly expensive. That’s why so many of them end up getting the bus or driving dodgy old bangers, when they (and their parents) would prefer them to be driving a safe, reliable new car.
In 2016 Peugeot introduced a super-easy finance package called ‘Just Add Fuel’, aimed squarely at 18-25 year-olds. With Just Add Fuel, all car costs are covered in one monthly payment: finance, servicing, tax, roadside assistance – and insurance. Telematics technology monitors the way you drive, meaning insurance costs are lowered dramatically – and new cars are suddenly within the range of young drivers.
But when both young drivers and their purse-string holding parents believe that a brand new car is completely out of their reach – and when our budget was extremely limited – how could Peugeot get on their radar?
Your average 18-year-old is completely uninterested in the ins and outs of finance deals. They’re excited by the freedom and status they’d get with a new car. Their parents? Well, they’re a bit past all that, and finance is actually pretty relevant to them. When Peugeot turned to customer engagement agency STACK, its answer was a two-pronged attack.
For our young adults, STACK produced a humorous, high energy content campaign, delivered via Peugeot’s Facebook and Instagram feeds and depicting the terrible, life-altering consequences of not having a new car. For parents, the agency developed an eCRM campaign that set out the Just Add Fuel facts – promoting the safety of a new car, together with the financial benefits of the package. So that when junior came along, cap in hand, they’d be safely prepped.
From a combined media and production spend of under £60,000 STACK generated 4.7 million video views on Facebook and Instagram. Its parents eCRM campaign achieved a sales conversion of 5.14% – double what it had expect for a new car launch, let alone a new finance package.
STACK also achieved Peugeot’s highest-ever under 25s sales-rate of 1.83%. And a staggering 81% of them were conquest sales – brand-new customers with a lifetime of Peugeot purchases ahead of them.