Convincing millennials (and their parents) that with Peugeot’s Just Add Fuel® scheme a brand new car is no longer beyond their means.
With Just Add Fuel® all new car costs (insurance, servicing, road tax) are covered. So all you need to pay is one monthly fee plus your fuel costs – perfect for students whose previous transport options were 'doing up an old banger', or relying on public transport.
We developed a two-pronged attack targeting parents with a CRM campaign that dramatised the safety benefits of a brand new car; a social media campaign aimed at millennials with funny content that dramatised the ‘life ruining’ potential of not buying a new car.
From a combined media and production spend of under £60K we generated 4.7 million views on Facebook and Instagram.
Our parents eCRM campaign achieved a sales conversion of 5.14% - double what we’d expect for a new car launch, let alone a new finance package.
We 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.
The ROI on the campaign was 91:1