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PEUGEOUT iOn

PEUGEOT iOn

100% ELECTRIC CAR ZERO CO2 EMMISONS

Charging 6 hour complete charge with 220 volt supply

Quick Station location with 380 volt supply 50% in 15 minutes 80% in 30 minutes

150 kilometer range

81 km/hour top speed

4 door

3.48 meter length

Lithium Oxide Batter Developed by Lithium energy in Japan as a co-op with Mitsubishi

A-QUAD

ATTRIBUTES ATTITUDES

Compact size

Rides smoothly

Sleek design

100% electric

Zero CO2 emissions

 

Nimble

Comfortable

Mobil

Environmentally aware

Compact

Calm

ALLIES ADVERSARIES  Mitsubishi

Green Seal

US Environmental Protection Agency

Go Green Initiative

Lithium Energy Company  

   

All green technology vehicles Hybrid, alternative fuel

Other Electric Cars Nisan Leaf Citroë C-Zero

CREATIVE WORK PLAN

PROBLEM

Although the Peugeot brand is well-known, their soon-to be released iOn has been promoted little. The car must not only stand out among other green vehicles—electric cars in particular—it must stand out among other Peugeot models.

BIG IDEA

ELECTRIFYING ENVIRONMETAL RESPONSIBILITY

CALL TO ACTION

Come in and test drive the 100% electric Peugeot iOn. See how great saving the environment feels.

BRAND STRATEGY STATEMENT

The French car brand Peugeot is part of the second largest European carmaker PSA Peugeot Citroen. Since its establishment in 1882 the company has been know for its innovation and experience.

CURRENT

As a one of Europe’s top car brands, Peugeot is viewed as a pioneer in electric development as seen through the success of Peugeot 106.

FUTURE

With the iOn comes the ability both increase brand awareness among young professionals and strengthen the link between Peugeot and exhibiting an environmental conscious.

CONSUMER PROFILE

DEMOGRAPHICS

PRIMARY TARGET

25-35 years old French Newly established career Gender neutral Minimum of undergraduate degree Median income Urban or suburban living Zero children or starter family

SECONDARY TARGET

Institutions with large vehicle fleets Government transportation Car sharing companies Public Sector

Leasing at £415 a month, with a four year contract, the car will be targeted at young professionals looking to make an environmentally conscious decision. The iOn’s small size is ideal for the primary target.

CONSUMER PROFILE

PSYCHOGRAPHICS

THINKERS They consider new ideas and look for functional, durable products.

Targeting the socially responsible, new iOn to this group will resonate with their mature decision making and need for responsibility and knowledge.

Environmentally concerned Moral consciousness

Open to new ideas Educated

Accountable Trendsetters

INTEGRATED MEDIA STRATEGY

ELECTRIFYING ENVIRONMETAL RESPONSIBILITY

LANDING PAGE

The Peugeot iOn webpage will be expanded to include a tab labeled ELECTRIFY. This page will outline the positive environmental impact the iON has on the environment and educated on the importance of alternative energy vehicles (Carbon footprint diagrams, map of charging stations, social network links, links to “green” organizations). Measurement: number of hits on ELECTRIFY page, monitor traffic SOCIAL NETWORKING

Facebook, Twitter, and Flickr will be utilized to spread knowledge of the iOn, environmental tips of the week, and links back to landing page. Measurement: number of followers and fans (goal of 100,000 Facebook followers in one year span) CONTEST Peugeot will sponsor a contest titled ELECTRIFY, which will award 25,000 dollars to the French company that presents the best green initiative business plan. Entries will be submitted to the landing page, promoted through social networking, and voted on by the public. Measurement: amount of entries (goal of 200)

INTEGRATED MEDIA STRATEGY

PARTNERSHIP

Peugeot will partner with Green Mountain Energy, who is an electric provider with business practices focusing on environmental sustainability. This partnership is important because electric car and alternative energy companies are dependent upon one another. Links on each other's web site, promoted through social media Measurement: Sales figures for both the iOn and Green Mountain Energy, focus groups for partnership recognition ONLINE COMMERCIAL

Commercials linking the iOn’s to environmental responsibility will play as pre-roll to online televisions on sites such as Hulu and ABC. The end of the commercial will end with a link back to the landing page.

Measurement: click-on rate at end of commercial EDUCATION

ELECTRIFY is not only about selling cars; it is about creating better environmental knowledge. Peugeot will sponsor educational programs at French companies to inform consumers of the iOn and better environmental choices in general. Flyers will be distributed with links to the landing page and social media sites. Measurement: survey satisfaction at the conclusion of each seminar

OVERALL SUCCESS

GOAL 1: Sell 10,000 Peugeot iOn cars in the first year of release Measurement: Sales figures of car and business analysis

GOAL 2: Increase brand awareness of Peugeot among the demographic

Measurement: Focus groups and surveys sent to Facebook and Twitter fans GOAL 2: Targeted public’s knowledge of campaign slogan and success of

ELECTRIFY Measurement: Focus groups and surveys sent to Facebook and Twitter fans