Claudio Carillo/Creative DirectorRicardo Chester/Creative DirectorValdir Bianchi/Creative DirectorLaurent le Merce/Media Group DirectorJoao Oliveira/Media DirectorMiguel Nobrega/Account DirectorBravlio Kuwazara/Art Director To give continuity to communication strategy: working on brand and product image even throw retail approach.To communicate the Peugeot 206 with free air conditioning.And also: To empty 2001 Peugeot 206 stocks.To create traffic on Peugeot dealer’s.To increase brand and product awarenessTo improve consumers empathy with the brand Target:Men and women 18-34 AB (mainly living in Sao Paulo and Rio de Janeiro states). We didn’t had much time to cover the seaside with Peugeot’s sampling teams and spread the message. So, above the normal media planning, Media department had a special attention regarding target media habits in holidays and beaches areas to create the best environment for message comprehension and to ensure the receptivity of the consumers to sampling teams. That’s why the campaign was aired on important local magazines (Rio de Janeiro and São Paulo) making sure that they were read on holidays and weekends.That’s why complementary media, as airplane, was also used to support it at seaside. This has been a team work’s job. Starting on creation team with the concept and creation, using a prized Popsicle to communicate the Peugeot 206 with free air conditioning . Media team created a new challenge to strength the main idea: to turn it into a business idea and create a real Peugeot Popsicle. The objective was to reach the consumers at the right places (beaches) and right time (Carnival holiday). Account and production teams worked together to reach the right suppliers to turn it real.

This operation is far of being a simple promotional action. Different suppliers (examples: one for ice cream and other one for the sticker); a complex logistics (freezing trucks, 45.000 Popsicles, 45 people on sampling teams, around 150 km of seaside in 2 different states, 45.000 bags to keep the beaches clean)… and just one weekend to do it.With this operation Peugeot reached 45.000 consumers and increased its sales in 100% in comparison with same period in last year. The Popsicles and all sampling summertime operation has to be seen as a media. Peugeot used it to communicate the special offer in a Brazilian way. Communication on sticker’s Popsicles was not invented by Peugeot. Brazilian Popsicle makers usually use this kind of promotion to reach their summer and brand image goals giving consumers various prizes as CDs, CD Players, Frisbees and other summer stuffs.

But never car brands. That was the unexpected performance. As well as the fact that the Popsicle was an offer and it was a real Peugeot Popsicle with a “surprise stick”.

This has been a team work’s job. Starting on creation team with the concept and creation, using a prized Popsicle to communicate the Peugeot 206 with free air conditioning . Media team created a new challenge to strength the main idea: to turn it into a business idea and create a real Peugeot Popsicle. The objective was to reach the consumers at the right places (beaches) and right time (Carnival holiday). Account and production teams worked together to reach the right suppliers to turn it real.