Submitted by Mike Grenville on Mon, 25 Jul 2005 12:59

The Peugot TV campaign for the new 1007 car offers SMS as the only contact channel

Under the umbrella creative by Euro RSCG, Peugeot's TV campaign for the launch of the 1007 has the only call to action at the end of the advert is to text the word 'easy' to 81007.

The campaign was designed, built and delivered by Marvellous as part of its continuing role within Vodafone Target. Paul Berney, Director at Marvellous said that "the campaign goes further into mobile than any other car brand has so far".

By texting the branded shortcode, 81007, respondents can access a mobile portal for the car, where more information and entertainment can be accessed. Customers can book a test drive, order a brochure, see animated mobisodes of key 1007 features, download screensavers and ringtones, and preview the 1007 ad two weeks before it was launched on TV.

"We are still mid-campaign," said Berney "but the results from the Buzz/environmental marketing are very promising, with well over 1,000 respondents so far, and a higher than average conversion to brochure order and test drive."

http://www.1007.peugeot.co.uk