Peugeot
2007 Rugby World Cup / 2008 Roland Garros
Since 2007, Ideactif have been accompanying the brand on its major events:
- 2007 Rugby World Cup
- 2008 Roland Garros
Live
RP program management during the Rugby World Cup:
Organization and management for the brand, which was an official sponsor, of 48 VIP reception locations in France, and from Cardiff to Edinburgh including 8.000 VIP guests from all over the world
Creation and management of a dedicated website including into one single tool :
- Guests invitations and follow up
- Ticketing management
2008 Roland Garros Peugeot 308 RCZ VIP Launch
- In order to promote the new 308 RCZ Peugeot car, Peugeot selected Ideactif to organize and manage a VIP cocktail party for the press and opinion leaders in the Roland Garros Village on June 4th, 2008.
- The concept car was the center of attention; exhibited in the middle of the stadium central alley and revealed by Jean-Philippe Collin CEO of Peugeot Automobiles.The car remained in the alley until the finale on June 8th. Many celebrities and sports key figures attended the event.
Result
Ad Campaign Results in “Le Journal de l’Automobile”(Automobile Journal)
Peugeot plays Rugby.
Peugeot renewed its sponsorship for Rugby for the 6th Rugby World Cup, which occurred in France from September 2007. The brand was associated to the worldwide communication of the event. On June 25th, during the handing over of the 280 Peugeot vehicles to the Rugby Committee, Frédéric Saint-Geours, general director of the brand, reminded the tradition of sport sponsoring for the brand with : the 1896 bike race Pans-Bordeaux, since 1928 with the FC Sochaux Soccer Club up from nowadays with automobiles (rallies and races), golf, tennis or Rugby. Peugeot has always been committed to sports where dynamism and performance, esthetic and innovation meet…
Such values imprinted in the essence of the brand according to its general director. The official sponsoring for the 6th edition of the 2007 Rugby World Cup (starting on September 7th, 2007 at the Stade de France) wishes to be representative of such values including also team spirit and cohesion.
An outstanding visibility
Being an official sponsor, Peugeot benefited of a worldwide communication plan including a network of 250 TV channels; the brand appeared during games (Commercial ads on the side of field, rugby player shirts…) but also on the 4 billion TV viewer screens in more than 200 countries.
An unhoped-for home incursion
Currently offered in 150 countries, Peugeot, admitted Fréderic Saint Geours, does not benefit of an awareness level has remarkable as in France. The association to a worldwide sport event as federating can only be beneficial to the brand. In some countries specific actions for the 207 and 2007 Rugby World Cup 307 models were taken in points of sale with the creation and promotion of car accessories on a Rugby theme. The handing over ceremony was held at the Peugeot Champs Elysée Showroom (see picture) in presence of official and sports VIPs.
