Peugeot Scooters- Brand Launch into Vietnam
The Brief: To establish Peugeot Scooters as a premium brand in Vietnam to be considered in the 25 and 35 A & B’s consumer shopping list
Our Challenge: Peugeot focus target group in Vietnam are the savvy young progressive between 25 and 35 A & B’s. The problem is most have never heard of Peugeot Scooters and don't even know how to pronounce ‘Peugeot' to social media savvy circle of friend.
Consumer Opportunity/Insight: Young Vietnamese ‘Status Seekers’ are continuously strive to achieve a higher status within their peers by being the person to first find something cool and new or travel somewhere new that lets them stand out from the rest. They also hold anything coming from Europe as a premium.
Our Solution: Peugeot Scooters ‘French Passion’ comes from 120 years of motorcycle heritage. More importantly Peugeot Scooters had a heritage of being a premium brand in Vietnam once before with the 1953 S55 scooter. This just happened to be the inspiration hero scooter to be launched in Vietnam, The retro Django.
let's leverage something that already exists in Vietnam history “The iconic 1953 S55 Peugeot Scooters. Let Vietnamese know that just like Peugeot Scooters have done over the years, passion can takes you places.
The Idea: La Passion en Motion - The concept defines what Peugeot means by ‘Motion & Emotion’, by showing how if you have passion in life it can takes you places.
The transformative power of Peugeot in your life, La Passion en Motion. This gives meaning to young ‘Status Seekers’ Vietnamese wants & needs but also connects to Peugeot’s international statement ‘Motion & Emotion’.
Creative Execution:
The Seeding: Peugeot Adventures
with a PR, Vietnamese/French KOL, Digital lead conversation around showing how if you have passion in life it can takes you places. We used the iconic pictures of the 1953 S55 Peugeot Scooters so highly prized Vietnamese in the 1950’s as being the inspiration of 2 Frenchmen to now take the new Django inspired by the S55 from Paris to Vietnam. #DjangoAdventure #LaPassion - A story about 2 Passionate FRENCH GUYS & their Scooters traveling from Paris to Vietnam. We created Digital Content around our 2 guys and their passionate travel across many countries to get to Vietnam on Peugeot scooters. Not only did we use Facebook, Instagram and Youtube to tell their story, we also got local KOL’s to keep track of our Peugeot Scooter riding Frenchmen’s trip, but all the time also say how excited they were Peugeot Scooters where coming back to Vietnam.
The Brand Launch - Peugeot Scooters - La Passion en Motion
We timed 2 Passionate FRENCH GUYS & their Scooters traveling from Paris to arrive in Ho Chi Minh City at the same time as the biggest event in Auto in Vietnam, The Saigon Auto Show. Where we Launch the brand with the Peugeot Scooters - La Passion Experience Event. We invite Press and fans to meet our 2 French Guys and the local KOL’s at the event. Were we showed of Peugeot Scooter heritage with the real S55 scooters, the new inspired Django that made it all the way from Paris and our new range. We then asked consumer to share their passion’s and they could win a road trip on a new Django with the 2 passionate French Guys up to the Hanoi Brand Store opening. We also created a digital pre-sales iPad app to capture potential customers and preorders at the show and later in-store. At this time we where also going to launching the new TVC.
Amplification & Presales - Peugeot Scooters - La Passion en Motion
Consumer competition [ KOL’s ask people to show there La PASSION in life ] Show your la passion and win a Django. We challenge people to post videos, selfies, groupies, image via Facebook & Instagram to show their “La Passion”
Mechanics - Post on facebook or Instagram to enter - Users/fans vote by ‘FB likes’ for top 20 - KOLs draw winners at a live draw at one of our ’Brand Stores’ We then create a video around how Peugeot Scooters help the the winners take their passion places. Creating lots more ongoing Digital Content for the brand.
Channels: PR, Experiential, Social Media, Digital/Content, Mobile, App, TV, OOH