Popular French automotive brand Peugeot was excited to tell drivers about the Peugeot 508, its sleek new sedan. To increase awareness about the Peugeot 508, Peugeot partnered with Waze to boost the effect of its out-of-home campaign on mobile and connect with on-the-go French Wazers in the market for a sedan car.
Tethering Traditional Out of Home to Digital
Peugeot’s new 508 sedan was very well received at the Geneva Motor Show. The brand wanted build on that success during their media launch by connecting with on-the-go French Wazers through a new marketing model that brought out-of-home billboards and Waze together.
A versatile ad experience
To zero in on this on-the-go audience, Waze and Peugeot ran a geo-targeting study that helped them select the 4,000 billboards that would best reach Peugeot’s target audience. These billboards were then incorporated with mobile so that whenever drivers passed by a billboard location and their car was at a full stop, Waze triggered a Takeover ad unit with the “Remind Me” CTA. Additionally, drivers could use Pins and Search in Waze to see every Peugeot dealership in France, either as they passed by in their car or when they searched a term like “auto dealer” in the search bar.
The synchronization between the billboards and Waze aimed to increase the message’s impact in Peugeot’s target audience. We ran a geo-marketing study of a specific area, cross referenced with socio-demographic indicators, in order to select 4,000 billboards that would best reach our target. Brand recall was three and a half times higher. Navigation share of Peugeot went up one point, and the ad frequency rose by over 2.7 points for people exposed to the billboards and Waze.
Geoffrey Galabert, Chief Product Officer, Peugeot
More reinforcement, more brand recall
Peugeot’s partnership with Waze led to a 50% increase in ad recall when drivers were exposed to two types of ads (Waze + out-of-home), compared to one media type only (Waze only or out-of-home only), and a 58% increase in navigation rate among drivers who saw both ad types. After this campaign, orders for the Peugeot 508 were 3x higher year over year and brand recall was 3.5x higher. The impact was clear: bringing Waze and out-of-home together brought more drivers to Peugeot dealerships.
