We recorded the in-cabin noise of the Peugeot 3008. The main variables were speed and terrain. Since more than 90% of the roads are asphalt, we picked asphalt, and we picked the highest speed possible in city which is 90 kph. After careful testing, we set a standard for calibration so that when the radio was on air, the users would adjust the volume for a fair comparison. The idea was simple: If the noise of your car smothers the noise of your radio when the sound of 3008 is on, then your car is noisier.

We aired the spot at the three specific times we expect our audience to be driving home from work. 17.45 for those who break at 17 hrs, 18.30 for those who leave at 18 o'clock and 20.10 for those who work till late.

More than 6000 test drives achieved, around 2500 Peugeot 3008 sold.

We used a conventional medium like radio, to perform a live test to convince the potential consumers that the new Peugeot 3008 was more silent than the car they were driving at the time of the airing. By creating an interactive connection with the consumer, we changed the negative perception of the brand.

Due their prices, the natural target audience for the SUV's are considered to be A and B plus SEC people. They reside mainly in big cities with Istanbul leading the pack with a population that is almost a quarter of the entire Turkish population. So we picked the major radio channels in Istanbul that would appeal to this specific segment.

Due to some notorious models like 307 and 208 in the past, the Peugeot in Turkey suffers from a bad reputation about in-cabin noise. Many still remember the brand as the "rattling car". The phrase "as noisy as Peugeot" still lingers in the minds of people.

Since those days, despite the line up has changed immensely, the "noisy" perception is still there affecting the sales and brand recall. When the new 3008 came out, user verbatims and online monitoring showed that the consumers were really impressed by how silent the car was. With such a Peugeot model finally out there, we decided to use this aspect of the car to eradicate some of the negative "noisy" perception.

The radio spot would at least prove how confident the brand is with their car. And it aimed to drive consumers to dealers where a test drive would really prove our point.