'Beware of the consequences of Envy' campaign asks people hunt for clues across TV, Radio and newspapers and then solve the crime online
Russ Lidstone, CEO, Euro RSCG London said "This is a fully interactive campaign designed to demonstrate the attractiveness of the special edition Envy".
The campaign centres on the idea that people become extraordinarily envious when they see all the added extras you get for free when you buy the Envy special edition car. Envy is a powerful emotion and can drive people to extreme measures...
The TV ad, which broke on February 1st, with spots in Coronation Street and Law and Order on ITV and Shameless on Channel 4, shows the evil crime being committed. The victim, a Peugeot 207 Envy, is pictured making its graceful journey to the bottom of a swimming pool having been pushed in by a neighbour who is consumed by envy.
But who is the culprit? This is the exact question that consumers will be teased into hunting out online. With the help of Peugeot's Facebook page which launches on February 21st www.facebook.com/peugeotuk visitors can weigh up the evidence and vote for a series of suspects. Those picking correctly will be entered into a prize draw to win their own Peugeot 207 Envy.
The campaign was written by Ben Clapp and Russ Schaller and was directed by Lynn Fox and produced by Blink. Facebook and digital content were created in participation with Euro RSCG 4D.
Christian Stein, Peugeot Marketing Director said “This has developed into an intriguing campaign, beautifully mixing the appeal and desire of our product range with the who, how and why questions that come from this most powerful force we know as Envy. I know our competitors will be watching…”
About EURO RSCG London:
We are a top five UK integrated communications agency with a client roster including Air France, Alberto Culver, Chivas Regal, Citroën, CityJet, Comet, Credit Suisse, Dulux, Disneyland Paris, EDF Energy, Evian, Kraft, Nutricia, Mateus, Peugeot, Reckitt Benckiser, and Yakult.
Euro RSCG London includes Euro RSCG PR (formerly Biss Lancaster) and we are the biggest UK agency to integrate conversational media into the core of the agency, alongside channel strategy, digital, Social Media and advertising. We also have offices in Manchester and Edinburgh.
Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices in 77 countries throughout Europe, North America, Latin America and Asia Pacific. Our ambition is to help clients get to the future first.
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