“Are you ready for a new car?” Teaser campaign hit the streets 5 days before the 407 unveiling. We blitzed the market with high target affinity TV, outdoor and unique front page newspaper units. We reached opinion leaders and media the day of the unveiling, by changing all creative simultaneously during the launch party. Later that night, we penetrated deeper with guerilla marketing and attached 407 car-hangers to all luxury cars parked in upscale neighbourhoods. No escaping the 407!

We exceeded all expectations and made the 407 one of Peugeot’s most successful launches! Awareness goals were achieved by week 6 of the campaign. Awareness levels peaked 40% higher than the goal. Sales exceeded all projections. Goals were achieved one month before Peugeot expected and sold 44% more cars than anticipated.