Together with Google and PEUGEOT, Havas Worldwide has launched a world-first interactive test drive mobile banner. Audiences could tap a mobile banner on a leading Australian car website and using Google Maps API they could virtually test drive a PEUGEOT 308 GTi, for their chance to win the car for the weekend.
In a depart from traditional automotive advertising, the campaign put users in the driver’s seat, giving them a rare opportunity to test drive the speedy PEUGEOT 308 GTi.
A simple tap of the banner on CarAdvice.com.au seamlessly lead users to a PEUGEOT dealership, using Google Maps API, and started their virtual test drive.
Drivers navigated a PEUGEOT 308 GTi using their phone’s accelerometer and had the opportunity to test 308 GTi features like ‘sports mode’. If drivers found the hidden location they were invited to enter the draw to win the car for the weekend.
The application also captured user data to be leveraged in on-going communications between local dealers and potential leads.
Havas Worldwide Australia co-executive creative director Stuart Turner said, “Most people have their mobile phone with them at all times. With access to Google Maps API we could solve our problem, of getting more people to test drive the car, by adapting technology they use every day in a smart, useful way.”
PEUGEOT head of marketing Dimitri Andreatidis said, “The 308GTI is the latest hot hatch from the PEUGEOT family and represents the motion and emotion of our performance DNA. This Havas Worldwide and Google initiative brings elements of the product to life in an engaging and relevant way.”
The technology, a first of its kind, can be applied across virtually any brand or category, using the viral trend of gamification to engage consumers on a competitive and fun journey.
Mineral water brand Evian has cleverly cashed in on a marketing opportunity presented by Cristiano Ronaldo Earlier this week. The Soccer superstar’s decision to remove a bottle of Coca-Cola from his table at a Euro 2020 press conference and tell people to “drink water” instead delivered a big financial blow to the soft drink giant. […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]