The New Peugeot Expert for the Expert

The crafted billboards were more than met the eye. They gave us online campaign material and helped us to find the right experts. The making of the billboards, the spectacular end result and the reactions in the street all generated great content to fuel our social media campaign. This enabled us to significantly leverage billboard exposure.

This celebration of craftsmanship not only resulted in three unique, spectacular billboards. Their impact went beyond the streets. With over 40K video views on YouTube, we more than doubled our target of 20,000 views. The accumulated reach on Facebook throughout the different stages approached 500,000. Whenever Peugeot let the experts shine, they did a terrific job introducing The new Peugeot Expert. For the Expert.

We created a concept in which three craftsmen were given a platform to show what they’re really capable of given the opportunity. A metalworker, a tiler and a plasterer created unique billboards for the new Peugeot Expert at three busy A-class traffic locations in the heart of Amsterdam.

With months of preparation, our experts literally tiled, plastered and forged true works of art related to the visual of the new Peugeot Expert.

The expertise used by our craftsmen to build these unorthodox outdoor materials for the new Peugeot Expert establishes a relevant and true connection with its target group. It goes beyond ‘just a billboard’ and reflects a very uncommon use of the standard outdoor medium. It’s a salute to all craftsmen working hard and as such is something that they really can relate to. And it establishes a connection between a passion for detail, a trust in good material and a quest for a great end result that defines a craftsman and the new Peugeot Expert.

By giving a platform to experts we showed that the new Peugeot Expert is the van for experts.

Peugeot introduces the new Peugeot Expert: a high-quality, spacious van, made for ‘the expert’. The van market is a uniform market. There are virtually no differences between the products. It’s the brand that makes the difference. And guess who ends up on top, year after year? Who else but the Germans… Volkswagen and Mercedes-Benz own a quarter of the market. So Peugeot – a high-quality, stylish but slightly more feminine French brand – faced quite a challenge when introducing its new Expert in this tough category. We really had to break that mould to make a dent!

Communications about vans are product-oriented, with a touch of classic ‘average Joe football humour’: funny at best, condescending at worst, but never seriously proud. The car is the hero. So we thought: why not turn that around? That would give us a differentiating angle.

The zzp-er/MKB-er is under pressure. East European competition and online sites, like ‘werkspot’, are shifting the focus onto the price. Craftsmen feel that their crafts are being undervalued. Just as people would have difficulty recognising the craftsmanship that has gone into the Peugeot Expert. That’s where we found our window of opportunity. We decided to celebrate the craftsmanship of both the Peugeot Expert and the experts for whom it is made.