The MediaShop ran different campaigns in five leading female magazines: heat, Elle, Top Billing, Rooi Rose and Cosmopolitan. The heat team went the extra mile, pulling up their sleeves and actually designing creative.
Virginia Hollis, Joint Managing Director, says: "The MediaShop's philosophy and attitude ensures we react rapidly to media opportunities. Challenged by Peugeot to draw the successful, 'living-life-to-the-full' female market's attention and fascinate them with the flexible seating, look and functionality Peugeot 1007 offers, we in turn, urged several publications with readers in that demographic, to add creative media offerings to their readers. The result was outstanding."
First in was weekly magazine heat, featuring a five-week campaign. Each edition carried a series of teaser ads carefully positioned in the TV Supplement section. Saatchi & Saatchi selected and highlighted TV programmes in broad felt-tip ink strokes leading readers to a Peugeot 1007 strip advert page bottom.
In the Monday programme line up, 'Going Nowhere Slowly' was circled with an arrow to the Peugeot ad, straplined 'on the other hand, if you want to go places fast, may we recommend the 85kw Peugeot 1007', - linking programme names to the 1007.
heat's fifth campaign issue included a gate-folded back page demonstrating three stages of the 1007's unique doors opening, with the payoff, 'it takes more effort to open this magazine than it does to open this car'.
Elle magazine manually placed handwritten stickers on advertisements for travel (Pack that extra pair of shoes), wrist watches and anti-wrinkle cream (A brand new look in under 15 minutes). Paging through Elle, readers' curiosity was assuaged by a full-page "Life has never been this easy" Peugeot 1007 ad.
Virginia says: "Creative media placement means persuading magazines to do something they don't do! The challenge was to achieve media creativity on the innovative Peugeot and build recognition and positive feedback, and at the same time take cognisance of the publishers' responsibilities to their stakeholders."
Advertising Manager Peugeot SA Jean-Marie Riviere says: "We asked MediaShop, our media agency, to be exceptionally creative for the 1007 and to come back with ideas never seen before. The job done was awesome, visible for the public, astonishing for our competitors; and created a lot of noise, within a constrained budget.
"We are real partners with this agency, as they came with automotive media planning, creativity and an innovative idea that differentiates our product from the rest."
