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Peugeot guerrilla campaign in order to prommote the launch of a new model: 308. This capaign was divided in three different actions:
As a Teaser to promote the launching of the new Peugeot 308, two vehicle-transport trucks circulated trhoughout the country, carrying three giant â€œ308â€ logotypes, matching the size of the car; and the text â€œItâ€™s arriving!â€. The trucks stopped by the Peugeot dealers, enticing the curiosity of those passing by, and creating a rush of â€œword-of-mouthâ€ about Peugeotâ€™s new car.
58 wooden boxes were â€œparkedâ€ in the main Portuguese cities – including the Azores and Madeira Islands. Built to match the 308 size, these boxes were made to entice the curiosity of the people passing by. A hole teased people to peep through it. Inside, a message invited everyone to go to nearest Peugeot dealer, after September 28th.
In order to promote the launching of the new 308, the 4 main Portuguese airports were the stage for three diferent actions.
3.1- A â€œTravel Agency Driverâ€ was at the arrivals gateway, showing a signboard saying â€œ308- Get ready for the arrival of the new Peugeotâ€.
3.2- Advertising board on top of the departures/arrivals information screens, with the words â€œIt has arrived! 308â€.
3.3- Transportation boxes were placed by the luggage belt, with â€œIt has arrived! 308â€ printed on it.
Agency: Torke Stunt