PEUGEOT

I. TARGET CUSTOMER: The achievers

● Demographic:
- Male 30-45 years old
- A, A+ income
- Early mid-career/ Mid-career
- Mostly holding senior/ managerial positions/ entrepreneurs
- Mostly newly-weds/ married with 1 child
- Live in urban areas (Hanoi, HCMC, Da Nang,...)
- They are tech-savvy, young and dynamic
● Behaviors:
- Those who buy European cars would be second-time car buyers
- Satisfy their ego and personal feeling
- Take great care of the car; View them as a second home/ wife
- Prioritize driving experience
II. DEVELOPMENT PLAN:

Awareness & Inspiration Position & Engagement Amplification

Objectives Raise awareness of the Position Peugeot as Increase Brand Loyalty and
issue “living life to the “emotional driving experience” Brand Love for Peugeot
fullest”, associated with through engaging experience, Encourage Test Drives
the driving experience in rooted in the brand’s French
Peugeot core values: History,
Experience and Design

Message Holding back emotions Elevate the usual driving Make every moment in your
would only prevent you experience into something life an emotional one
from living life to the fullest unique and sensational

Key hook Video Series: #ChasingEmotions Activation #EmotionGifts programs in

#DontHoldBack Series throughout Hanoi, Peugeot’s showroom
Saigon and Danang

Brand role/ Peugeot cares about
note every moment in your life,
and wants driving to be
one of the ways for you to
live every moment to the
fullest
Peugeot unleashes your Peugeot helps you live life to
emotions through immersive the fullest in everyday
experience, taking inspiration journey
from the brand’s core values

Supporting Social Media, PR Articles, Social Media, OOH, Press Social Media, KOLs, POSM,
channels KOLs, Seedings, Microsite Coverage, KOLs, PR Articles Sponsorship, TVC, iTVC
III. PHASE 1: AWARENESS & INSPIRATION:
Key hook: “Don’t hold back” video series
Desired response: Understand the importance of expressing emotions in achieving life
fulfillment and how driving helps you do so.
Supporting tactics: KOLs, PR Articles: Raise discussion on the messages in the video
series
Suggested KOLs:
 - Shark Dung: influential in business with his risk-taking decision
- Singer Ha Anh Tuan: influential in music industry with nostalgic and emotional
perfomance
- Chef Luke Nguyen: artistry and passion in culinary
- Actor John Tri Nguyen: passion for cinema and risk-taking attitude
IV. PHASE 2: POSITION & ENGAGEMENT:
Key hook: “ChasingEmtion” Nationwide tour with Peugeot - Hành trình cảm xúc
(Chasing Emotions)
Unleash Vietnamese men’s deepest emotions through elevating the usual driving
experience
#HANOI EVENT #CHASINGNOSTALGIA
Digital art exhibition on Vietnam-France vintage landscape arts
Activities: Apart from viewing the artwork standing still, visitors can also choose to sit in
Peugeot cars as the digital artworks move around, immersing in a “time-traveling
experience” through Hanoi architecture. Test drive signups are available afterwards.
Collaborations: VCCA (8-10/5/2020), L’espace, French Embassy, Sofitel Metropole
Legend
Why? - French architecture (and culture, in general) still holds great impressions in the
memories of Hanoians, relating to a sense of calmness and elegance.
#HCMC EVENT #CHASINGPASSION (16-17/5/2020)
Arcade-style Peugeot’s technology showcase
Activities: Experience 100 years of Peugeot’s forward-looking technology via interactive
booths
Eg: Experience the New i-Cockpit via a VR booth imitating flying experience,etc.
Why? - French technology reflects the sophistication and passion of its creator in how it
always looks forward, which serves as an inspiration for Vietnamese men.
#DANANG EVENT #CHASINGROMANCE (24/5/2020)
Drive-in beachside orchestra music concert
Activities: Test drive before the event
Audience will be seated in the cozy and intimate drivers’ cabins of Peugeot cars.
Why? - Da Nang is regarded as with the coastal city vibes often associated with relaxation,
connection,... relaying to the concept of music and romance.
V. PHASE 3: AMPLIFICATION:
Key hook: #EmotionGift Program
Exclusive PeugeotXGuerlainParis perfume bottle for every new buyer during the program
VI. SUPPORTING TACTICS:
- Social contest: “PeugeotXEmotion” for customers who check-in and review their
test-drive experience at the showrooms, competing for a weekend at Sofitel
Metropole, two-way tickets to Paris (France) and Cartier jewelry
- Trade event in shopping malls: Showcase Peugeot SUV 3008&5008 + Interactive
driving experience through VR
- Film branding: Sponsor hit film series on VTV, provide reassurance and continued
sense of pride
- TVC and I-TVC: Focus on Peugeot’s feature related to #ChasingEmotion
- Recap Video: #ChasingEmotion Activation Series
VII. TIMELINE:
 APRIL MAY JUNE

Week 1 2 3 4 5 6 7 8

“Don’t hold back” series

#ChasingNostalgia 8-10

#ChasingPassion 16-17

BTL #ChasingRomance 24

VR in shopping mall

Social Contest

Film Sponsorship

Microsite

OOH

ATL PR & KOLs

The press

TVC

TRADE Emotion gift

I. PRODUCT UNDERSTANDING:
● USP: All modern integrated amenities available generated with them of ALL IN
ONE, which give special European standard driving pleasure and enhance the
driving comfort.
● SWOT:
- W: Navigation system map
Shock absorbers
Anti-lock Braking System (ABS)
View camera
- S: Unique PEUGEOT i-COCKPIT Interior
All Available Integrated amenities
Exterior design
22+ showrooms with 3S
After-sales services
- O: Market trends
Handling manners and stability of European cars
Integrated amenities and safety innovations as must-have features
Preferential policies
- T: Prefer German cars
Price is higher
Fierce competition
II. TARGET AUDIENCE:
 CHARACTERISTICS REASONS TO CHOOSE

AGE Affluent millennials and gen X (Age 30-50) Mature enough to care for family life, desire
to enhance spiritual life, effect on the next
generation

INCOME Personal income 50+ millions VND/month Afford to buy & maintain a private car

FEATURES Discerning urbanities Care about the operational feeling when

Willing to pay under 1,6 billions VND for a driving
car
Have driving experiences

LOCATIONS 6 big cities Strong distribution systems

- Attitudes: Family-oriented
Open-minded, love French/ European culture and have a sense of art
Work stress can be a challenge for home life
- Behaviors: Work under high pressure
Have specific must-have features when buying a car
III. INSIGHT:
● Company Truth:
- Incorporate the most modern and comfortable technologies
- Culture of French through elegant, sophisticated and luxurious design
● Customer Truth:
- Feel exhausted and have no energy to take care of family
- A car providing comfort and convenience can solve it
● Category Truth:
- Near luxury-car
- The feeling and driving experience are always top priorities
⇒ Insight: I always wish to enjoy the warmest and most comfortable atmosphere whenever I
come home. However the negative and inhibited emotions after a tiring and stressful working
day exhaust me physically and mentally.
IV. EVALUATION:

KPIs EVALUATION METHODS

BUSINESS IMPACT An increase in Brand Preference and Feedback on Social Media Channels
Brand Loyalty ARPU indication
Measuring social shares
Mark the second visit retention rate

Qualified Leads: 10.000+ leads Measured by metric calculation tools

Test drive: 4000+ turns Sale Report
Sales increase 25%

CAMPAIGN IMPACT 1.500.000+ views in iTVC Database from activation

1.250.000+ owned channels traffic Statistics on social media
5.000+ target engagement in contest Statistics from Youtube’s report in Month
 & activation activities
SOCIAL IMPACT > 70% TA are touched
300+ moments are shared
Take first step to spread out
Deployment Plan Awareness
(2 weeks)
Objective Attract attention and raise
awareness by revealing a
fact that every man deals
with daily pressure by
having an affair
Message Peugeot is the best
second lovers me can get
Key hook - TVC “My New Lover”
- Video Series
Support tactics - KOLs share their own
“having an affair” story
- PR articles, Seeding
- Landing Page
- Social Media
Budget 2.8 million VND
Channel - Awareness: Digital news
website (Vn Express, Dân
trí)
- Micro-site (Digital
touchpoint)
- Social Media (Fb,
Youtube, Zalo)
Statistics Research
Usual observation
Assessment Survey
Engagement Amplify
(4 weeks) (2 weeks)
Deliver brand core Encourage target customers
values to prove that to share their own
Peugeot is “the perfect experience with Peugeot to
second lover” others so as to increase
brand preference
Peugeot brings With Peugeot, it’s okay to
marvelous experience have an affair
On-ground activation - World Record on landing
“Business Trip” Party page
- Viral video based on prank
- Social Media - Print-ads “But in the end, I
- KOLs still love you”
- PR articles, Seeding - Print-ads “Sorry my dear”
- SEM - Seeding
- OOH - KOLs
- SEM
5.8 million VND 1.9 million VND
- Research: Social - Purchase: Social Media
Media (Fb, Youtube, (Fb, Youtube, Zalo)
Zalo) - WOM (Physical touchpoint)
- Evaluate/Test: POSM - Service
(Physical touchpoint)