Context
With over 200 years of heritage, iconic French carmaker Peugeot continues to evolve to meet shifting consumer expectations. Today, it faces a defining challenge: reinventing itself to lead the electric mobility revolution. To accelerate this transformation, the brand ramped up investment in its electric vehicle range—meeting growing demand in key European markets where sustainability is central to purchasing decisions, while focusing on affluent, quality-driven consumers.
On the advice of its agency, Publicis Media, Peugeot called on long-time partner Ogury to roll out a privacy-focused campaign across four strategic markets—Germany, Italy, Spain, and the UK—to drive awareness and consideration for its electric lineup.
Campaign
To bring this vision to life, Ogury and Publicis crafted a bespoke media strategy aligned with Peugeot’s brand DNA. Running from December 16th to 31st, 2024, the campaign tapped into Ogury’s Personified Advertising technology — targeting personas, not people — to accurately identify the interests and behavior of the brand’s key audience instead of relying on user tracking.
Grounded in Peugeot’s core values—Aesthetic appeal (design and art), Excellence (high-tech and business efficiency), and Emotion (nature and sustainability)—Ogury leveraged its ‘Progressive Hedonists’ persona to target affluent, quality-driven individuals who appreciate premium products and are open to online purchases.
To effectively reach this persona across diverse sites and apps—not just automotive contexts — Ogury qualified audiences by directly asking visitors a few questions, like:
- I tend to buy the premium version of products. (Answer: Agree)
- It's worth paying a premium for quality goods or services. (Answer: Agree)
- What is most important when looking to lease or buy a car? (Answer: Style or Image)
Peugeot partnered with Ogury’s Creative Studio to showcase its 12 electric models through immersive creatives tailored by market. Using premium, non-intrusive formats—like Header, Footer, Thumbnail, and In-Article Reveal—the campaign delivered a standout experience that captured meaningful attention.
Results
Peugeot's campaign resonated strongly across all four markets, delivering outstanding results in both media performance and brand impact. A Brand Lift Study conducted by third-party measurer Happydemics further confirmed the campaign's impact.
+50% Positive Brand Image*
Over 50% of users exposed to Ogury personas expressed a positive perception of the Peugeot brand.
+50% Attribution to The Peugeot Brand*
Over 50% of users exposed to Ogury personas identified Peugeot as the advertising brand.
+40% Consideration to Buy a Peugeot*
18% to 41% of users exposed to Ogury personas answered that they would consider buying a Peugeot EV—depending on the country.
Attention Rates Exceeded 98%
And the UK audiences generate 3x higher attention time compared to the industry benchmark**.
* Happydemics Brand Lift Study | **xpln.ai 2024 Benchmark
These results highlight the markets most responsive to the brand's message, as well as areas where further awareness-building efforts are needed:
- Italy: Top recall and strong creative likeability, with significant perception gains in quality and innovation—driving purchase intent.
- Spain: High recall and creative likeability—reinforcing Peugeot’s trendy, innovative image and boosting consideration in a “friendly” market.
- UK: Moderate recall but high creative likeability, with sharp perception lifts in quality and premiumness—sharply increasing consideration.
- Germany: While being the leading market in terms of media KPIs, the country showed lower recall and perception gains—highlighting the need for continued brand-building efforts.
"Consumer engagement is always at the heart of our media strategy. Together with Ogury and our client Peugeot, we worked closely to build a privacy-focused audience with strong brand affinity.
Beyond this audience strategy, the Ogury Creative Studio helped us craft innovative, engaging formats that respected the user experience while delivering standout media performance.
The campaign exceeded expectations from both a media and brand perspective, driving positive brand perception and heightened consideration for Peugeot's electric models among exposed audiences."
Thibault Bailleul, Global Account Director - Peugeot
Publicis Media International
