Title	THE NEW PEUGEOT EXPERT FOR THE EXPERT
Brand	PEUGEOT NEDERLAND N.V.
Product/Service	INTRODUCTION OF THE NEW PEUGEOT EXPERT VAN
Category	B03. Use of Outdoor
Entrant	HAVAS BOONDOGGLE AMSTERDAM, THE NETHERLANDS
Idea Creation	HAVAS BOONDOGGLE AMSTERDAM, THE NETHERLANDS
Media Placement	JC DECAUX Amsterdam, THE NETHERLANDS

Name	Company	Position
Menno Schipper	Havas Boondoggle Amsterdam	Executive Creative Director
Nils Taildeman	Havas Boondoggle Amsterdam	Executive Creative Director
Chris Onsman	Havas Boondoggle Amsterdam	Creative
Niels Buwalda	Havas Boondoggle Amsterdam	Creative

The Campaign

Low-wage independents and cheap craftsmen from abroad are giving small and medium-sized businesses a hard time. To make matters worse: real craftsmanship is often underrated. We wanted to connect the values and qualities that define a craftsman to the Peugeot Expert. So we developed an idea to support true experts in their field. We asked three craftsmen, a tiler, a plasterer and a metal worker, to literally build a billboard. We documented the whole project and seeded it via social media and traditional media. And in doing so we introduced the new Peugeot Expert in highly relevant way for its target group.

Creative Execution

- JC Decaux supported this project with 3 A-class billboard locations in the heart of Amsterdam and technical support; - In close collaboration with a tiler, plasterer and metal worker 3 billboards prepared and hand build the billboards in week 37; - We captured video content from the preparations and the actual building of the billboards; - We developed 1 general and 3 dedicated making-offs focusing on the experts; - Starting from week 40 we started a targeted Rich Media campaign including billboards and HPTO targeted; - Also starting from week 40 the dedicated films we’re pushed on YouTube and Facebook using Canvas banners; - In terms of PR we pushed press releases and material to journals; The total budget for this campaign was 60.000 euros, which we divided in 25k production and 35k for media.

We established a relevant and true connection with its target group. It goes beyond ‘just a billboard’ and reflects a very uncommon use of the standard outdoor medium. It’s a salute to all craftsmen working hard and as such is something that they really can relate to. And it establishes a connection between a passion for detail, a trust in good material and a quest for a great end result that defines a craftsman and the new Peugeot Expert. The second part of this campaign, the roll out in earned and paid media, is just out so we don't have adequate figures yet.

We used traditional outdoor in an unorthodox way. When advertising a van, outdoor media is often used. But most of the time it is nothing more than a nice image and a smart headline. We wanted to establish a true connection between the new Peugeot Expert and craftsmen. And by doing that, we created more than extraordinairy billboards. The billboards were the subject of content, which we used to reach our target audience via bannering, PR and social media.

Insights, Strategy and the Idea

The new Peugeot Expert is built for true craftsmen. But low-wage independents and cheap craftsmen from abroad are giving sour target audience a hard time. With the standard outdoor approach that is common in the light commercial van market, it's hard to establish a true connection between the new Peugeot Expert and its target group. So to connect the values and qualities that define a craftsman to the Peugeot Expert, we asked three craftsmen, a tiler, a plasterer and a metal worker, to literally build a billboard. These billboards were the proof that the Peugeot Expert is the van for craftsmen. The billboards generated PR in the relevant environment. We created content of the whole process of making the billboards. Content that we spread via earned (online) and paid (online) media. So with three unconventional billboards, we reached the whole target group in a relevant and surprising way.