nationwide action
The purpose of this site was to have the general public "actively" participate in testing the new Peugeot 308 accompanied by a sports journalist from the newspaper l'Equipe at Peugeot dealerships in France.
Peugeot France
Peugeot 308 tests campaign
the Context
PSA France wanted the general public to actively participate in testing the new Peugeot 308 accompanied by a sports journalist from the newspaper l'Equipe. It was necessary to motivate candidates and Peugeot dealers throughout France to take part in these exclusive tests. By having them fill out a questionnaire relating to their trial but also having them write and publish the full report of their experience in the sports newspaper L'Equipe. Then select and win the authors of the best reports in more advanced tests on the circuit.
means
FOR THE PUBLIC
• Create a simple and easily accessible site. (responsive).
• Use the geolocation system to locate the nearest dealers by giving the possibility of finding the dealer based on the name of the city or a postal code.
• Sending an email informing them of the selection for the tests, the place, the day and the time of the appointment.
• The day before the appointment for the test, remind the place and time of the appointment by SMS and personalized email.
• The day after the test, thank for the participation and invite to write a report via an on-line interface.
• Confirm that the content has reached the newspaper l'Equipe and keep them informed of their selection or not as to the publication of their report in the newspaper.
• Communicate in a personalized way to the winners and announce to them the practical details concerning their test on the circuit.
FOR THE CAR DEALERS
• Share the action via e-mailing.
• Create for each of them access to a personal space on the action site.
• This space shows them their appointment grid with the names, age, sex, email, telephone and current vehicle of the test candidates. This appointment grid fills up in real time.
Challenge
FOR THE PUBLIC
• Create a site dedicated to the action (responsive to be able to register at any time, not only in front of your computer) to allow the public to register for the trials in a short time and give them the possibility of making an appointment at the nearest dealer.
• Communicate with candidates whether or not they are selected for testing. Ask them to prepare for this day. Remind them of the place and time of the appointment the day before their test.
FOR THE CAR DEALERS
• Schedule the appointments of the candidates and give them the possibility of consulting their schedule of appointments in real time.
• Allow dealers to communicate with registrants through the site for trials.
• Empower dealers to complete candidate post-test questionnaires.
Results
TOTAL SUCCESS OF THE ACTION
Our client was able to follow the conversion rates in real time, ie the entries on the site via a button "I participate" compared to the participations via the filling of the time slots of the appointments. Global statistics, by region, by department and by dealer.
• He was also able to consult the stats relating to the post-test questionnaires according to numerous criteria (overall satisfaction rates and for each point of the questionnaire and this also by region, department, etc.)
• He was also able to estimate the effectiveness of this action on the basis of click rates (site visit statistics, per page, per clicks on such and such a button on the forms, the bounce rate, etc.) in short, analyze the entirety of the behavior of visitors to the dedicated site that we have created for it.
