Thursday August 14, 2014: Hearst Magazines UK and Global’s Capital have joined forces in a media first to promote the new 108, Peugeot’s latest compact city car.
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.
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 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.”
To see the new Hearst/Global online Peugeot 108 ad campaign, go to:
www.elleuk.com/peugeot108
www.company.co.uk/peugeot108
www.cosmopolitan.co.uk/peugeot108
http://promo.capitalradio.co.uk/peugeot
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About Hearst Magazines UK
Hearst Magazines UK is the trading name of National Magazine Company Ltd, established in 1910 by William Randolph Hearst, and is a wholly owned subsidiary of Hearst Corporation.
Hearst Magazines UK comprises 20 magazines and 26 websites including media super brands, Cosmopolitan, Digital Spy, ELLE, Esquire, Good Housekeeping and Harper’s Bazaar. It is the UK’s largest digital magazine publisher and reaches 12.1 million adults in print and 43 million unique users online every month. Hearst Magazines UK has interests in two joint ventures in partnership with some of the world’s best publishers: Hearst Rodale UK: A 50:50 joint venture with Rodale Inc, which focuses on health and wellbeing. Hearst-Rodale publishes Men’s Health, Women’s Health and Runner’s World, their companion sites and pureplay sites (triathletesworld and fetcheveryone); and COMAG: A 65:35 joint venture with Condé Nast, one of the U.K.’s largest magazine distributors. www.hearst.co.uk
About Global:
Global’s radio stations include the three biggest commercial radio networks – Capital, Heart and Classic FM – as well as Capital Xtra, LBC, Smooth, XFM and Gold. Alongside its radio business, Global runs two 24-hour television services, Capital TV and Heart TV, a fast-growing talent business with a roster of international recording artists and a highly successful music publishing business. Global designs, builds and operates market-leading websites for each of its radio brands and develops its own direct-to-consumer digital audio and video products, services and apps in-house. Global is led by Founder and Executive President, Ashley Tabor, Group CEO, Stephen Miron and Director of Broadcasting, Richard Park. It is chaired by Lord Allen of Kensington.
About PEUGEOT
The PEUGEOT Brand can trace its roots back to 1810, and it was in 1889 that it began producing automobiles, thus in 2014 it celebrates 125 years of vehicle production with over 60 million sold. Conveyed through its brand signature ‘Motion & Emotion’, PEUGEOT is present in 160 countries with some 10,000 Franchised Dealers and recognised for its Excellence, Allure and Emotion.
In 2013 PEUGEOT sold 1.5m vehicles worldwide, represented in the majority of markets around the world with a strategy to continuously move the Brand up-market.
The UK is currently the 3rd largest market for PEUGEOT vehicles. Recent models in the eight-car line-up that include the expanding 208 range with the emblematic performance GTi and luxurious XY versions, supplemented by the new 2008 Urban Crossover and the new class-leading 308 – 2014 European Car of the Year, available in Hatchback and SW estate body styles. The new 108 – available in Hatchback or 108 Top! Cabrio is the Brand’s latest model, introducing new levels of style, technology, efficiency and personalisation to the compact car sector.
PEUGEOT has a reinvigorated range of high quality products and services. These provide and combine a refined design with great attention to detail, and a unique driving experience delivering the satisfaction and emotion identifiable with every PEUGEOT product.
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