The six-week campaign centres around the strapline ‘New Style Leaders’, and is designed to highlight the 108’s stylish, chic and personalised features to a predominantly young female audience. It’s the first time Global and Hearst have ever worked together, with the partnership providing an exciting and fresh new approach to a multi-platform ad campaign.
The campaign will run across Global’s Capital network, reaching 7.3 million listeners across the UK, and on capitalfm.com, which has more than 2.6 million highly engaged unique users, and Hearst UK’s brands, ELLE, Company and Cosmopolitan, reaching more than 3.6 million women in print, more than five million on Facebook, 1.1 million via Twitter and 331k via Instagram, says Hearst.
Ambassador Bloggers, commissioned by ELLE, Company and Cosmopolitan, will create stylish content including videos, street style tips, playlists, articles and festival coverage, inspired by the new Peugeot 108. Each blogger - Mademoiselle Robot (ELLE), Love Cloth (Cosmopolitan) and I Want You To Know (Company) - along with Capital presenter Max, will also guest edit the iconic ‘Hot List’ on Capital’s website throughout the campaign.
Hearst has created bespoke hubs to house the content and visitors to these sites (see ELLE, Company, Cosmopolitan) will also get the chance to win a new Peugeot 108. A dedicated microsite within capitalfm.com will also give listeners the chance to win 108 different prizes, including weekend breaks, technology prizes and iTunes vouchers.
The campaign is supported by DPS print advertorials in all three Hearst titles plus a six page section in ELLE magazine.
The Peugeot ad campaign was 'co-created' and brokered by OMD.
Ella Dolphin, Commercial Director, Hearst Advertising, Hearst Magazines UK says: “This collaboration between Hearst and Global for the new 108 campaign is a unique media first and we are delighted Peugeot has chosen an enviable combination of print, online and radio to deliver its launch messages to a key female audience.”
Mike Gordon, chief commercial officer at Global, said: “The campaign has a significant sponsorship and promotion element, which allows us to create really compelling content. The Capital brand and its audience is a great fit for the new Peugeot 108, and Max, known for her great sense of style as well as her interviews with the world’s biggest music artists, is the ideal person to front the campaign.”
Melanie Kent, Head of Media & Integration at Peugeot UK, said: “This integrated activity gives us the best opportunity to engage with our existing and potential younger customers for the launch activity of the new Peugeot 108.”
