Peugeot launches hyper-local advertising campaign with NAVTEQ LocationPoint
12 April 2011
NAVTEQ, a global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising, has announced that vehicle manufacturer Peugeot is running a first-of-its kind campaign on NAVTEQ LocationPoint, said to be one of the fastest growing hyperlocal mobile ad networks in the world. NAVTEQ LocationPoint delivers ads and offers to on-the-go mobile phone users as they approach local retailers. Ads feature built-in calls to action such as “click to map” to guide consumers step by step to the retailer’s location.
The Peugeot campaign is said to be unique in that it is the first time a major automotive brand has leveraged LocationPoint to connect with potential customers. The ads invite mobile users to detour to their local Peugeot dealer to test drive the sleek, compact Peugeot RCZ—enticing them with a special lease deal of 299 Euros per month. The campaign targets people as they approach one of 428 Peugeot dealers across France.
“The choice of medium reflects the technological spirit of the brand and the campaign complements the overall communication plan for the RCZ,” explained Marc Giulioli, Marketing Director Peugeot France. “The ability of NAVTEQ LocationPoint to generate traffic into the dealerships by targeting and engaging people on-the-go as they near points of purchase is a very powerful marketing tool.”
NAVTEQ has an ad inventory that spans devices, apps, and global regions. Ads are delivered with built-in features such as: “click to map”, “click to route”, “click to call”, which make it easy for consumers to go, shop, buy, or save coupons for later use.
“Peugeot now joins a growing number of global brands from a diverse range of industries which are taking advantage of this compelling and effective advertising medium,” added Bruno Bourguet, senior vice president, EMEA Sales, NAVTEQ. “Our aggressive expansion programme has paved the way for the NAVTEQ LocationPoint Advertising network to provide brand advertisers with large-scale audience reach. It is a great step forward for a leading name such as Peugeot to recognise the exciting new dimension which location brings to mobile advertising,”