This month Peugeot is launching the all-new Peugeot 308 with App Developer TV Sync in a campaign developed by Vizeum, Snakk Media and with creative by Havas.
TV Sync will serve a bespoke rich media to viewer’s mobile devices, in sync with Peugeot’s TV commercial which will run throughout the month of November.
Using TV Sync, Peugeot is tailoring its messaging to suit each screen and sending these messages simultaneously to amplify the effect of its campaign. Peugeot’s TV Sync content includes, five ‘behind the scenes’ videos of the Peugeot 308 as well as prompts to contact a dealer and book a test drive.
Made possible through Snakk Media’s proprietary technology, TV Sync embraces the synergy between new screen technology and traditional media to offer new levels of engagement in a multi-screen world. Snakk technology detects the Peugeot TVC within seconds of being aired, then triggers corresponding activity in the viewer’s Facebook feed.
Dimitri Andreatidis, Peugeot’s national marketing manager said: “The launch of the all-new 308 is a pivotal moment this year for Peugeot, and it has never been more important to maximise each of our paid, earned and owned channels – not only as separate assets but also as inter-related platforms. We’re very excited that this campaign is moving us a step further in capitalising on the cross-consumption opportunity which mobile and TV present.”
Nick Behr, managing director of Vizeum in Sydney said: “TV Sync will maximise the impact of Peugeot’s TV commercials by providing a rich, interactive brand extension on smartphones and tablets. With more than 80% of smart phone and tablet owners turning to their devices while watching TV, this is a pioneering step for the industry, placing Peugeot at the forefront of the multi-screen evolution.”
“It’s important that new consumers have the new 308 at their fingertips, and this execution provides an interactive platform to explore the look, feel and specifications of the model via mobile and tablet.”