Use the classroom blackboard as media.Senior year classrooms in São Paulo city high schools were selected.

In these classrooms, an illustrator created a chalk version of PEUGEOT’s print media ads, with text alluding to the university entrance exams.The teachers erased the ads right in the beginning of the class to be able to use the blackboard, leaving the students with a memorable and original message.

Although this type of action is difficult to measure, during the campaign period there was no other Peugeot 207 communication active, and sales grew by 44% when compared to the same month in the previous year. Now Peugeot's marketing department is analysing ways to amplify the action with more sophisticated models, this time in graduate level university classes and courses for professionals and senior company executives.