Molotov selected two roadies so they could witness first-hand the allure of the new 207. We searched for them in open and pay TV, radio, print media, guerilla, digital media and YouTube. All media directed users to the brand’s Facebook page where our target scheduled test drives at Peugeot’s dealerships.

Our brave roadies endured the band’s broken-down tour bus, rough weather, heavy gear-lifting and rock star-sized egos to get the job done. They learned how to tune guitars, set-up a drum kit, and solve unforeseen difficulties while the band was on stage. After each gig, they had to pick the pieces and gather back the gear in time for the next show.

Fans in Mexico followed every step of the journey, thanks to Peugeot live reporting: YouTube videos, tweets and Facebook updates, our roadies showed off to their friends and families that they were surviving Molotov, but just barely.

First and foremost, Peugeot stayed in Mexico•The first shipment of cars sold out in only three weeks, increasing dealership traffic increased by 40% •Sales continued growing, surpassing the objective by 23%•Facebook 'likes' + 360% and over 100,000 YouTube views •ROI: 47 times more efficient than previous launch•Share of market: + 3.6 % during product launch vs 1.5% in 2010. These are the same levels achieved by the 207 Sedan in 2009, which had ten times the budget. 9% of preferred brand growth vs 0.4% in 2010, an increase of 125%