The success ingredient became real people with real everyday challenges

Peugeot faced several challenges when they partnered with Aller last year; among other things, they wanted help to attract interest from relevant segments - especially families, who were under-indexed compared to the 60+ target group.

In a market where competition is getting tougher and tougher (sales of electric cars and plug-in hybrid cars are increasing, while more people are taking advantage of car agreements without owning a car themselves), this was not an easy order, but account manager Henrik Staib and the team took the challenge in stride.

Entertaining and believable

As the car's features are naturally an important criterion when buying a car, Aller had to create content that was not only original and engaging, but also informative. In addition, it was important to show the car in use. The solution was to build the campaign around "real people with real everyday challenges".

- Readers like the feeling of recognizing themselves in something, so we looked for real families who could show us what they struggled with when, for example, packing the family car before a weekend trip to the cabin," says Henrik Staib.

Aller then produced both films and content articles (each focusing on a specific model; 3008, 5008, and the electric car Partner Tepee) where families were able to solve their challenges in a playful way.

The end result was both entertaining and credible, and Staib points out that research indicates that recipients don't really care whether the content they read is editorial or commercial - as long as it's relevant and "gives them something" in return. The team hit the nail on the head. Of course, it also helped that the selected families offered themselves:

- "It was particularly fun when we presented who we wanted to use in the cases, and Peugeot was able to tell us that 'these are the typical Peugeot buyers! And the customer is always right, as we all know," says Staib, adding that it was fun working on the unique concept.

- Aller delivers quality

Like Staib, Peugeot is also left with a very positive impression of the campaign, and they are pleased that Aller Media delivered on its objectives. Among other things, the display reached 500,000 people, the content articles had 64,400 unique readers (as many as 46% read the articles in their entirety), and a total of 900 visitors were generated to the Peugeot campaign pages.

- "Henrik and his team have done a great job of understanding our needs and coming up with suggestions and ideas that address our issues. They are efficient, go the extra mile and deliver quality," says Stine Hellem, Marketing Manager at Peugeot, and continues:

- "Working so closely with a media outlet is something we haven't done before, but after the results we've had, it's definitely something we'll do again. Håvar Sesseng at Starcom agrees with the praise, and believes the whole process has "gone smoothly".

- The tests that have been carried out show that the communication has worked, as Peugeot improves on all KPIs for those who are exposed. In short, a very good campaign," he exults. Sesseng points out that there are significant differences among those who have not seen ads in the campaign versus those who have seen ads in the campaign; KPIs such as "high quality", "family-friendly" and "innovative and innovative" have between 27% to 30% higher scores in the latter category. These are all among the primary parameters Peugeot wanted to move in the campaign, and which were deliberately underpinned in all communications.