NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world has released the results of its first hyperlocal mobile ad campaign for a major automotive brand in Europe, Peugeot.
Peugeot tapped NAVTEQ’s LocationPoint™ location-aware mobile ad network to target mobile users as they neared one of 428 Peugeot dealerships across France. The ads invited consumers to drop by their local Peugeot dealer to test drive the sleek new Peugeot RCZ—and further enticed with a special lease deal of 299 Euros per month. The LocationPoint network’s built-in features such as click to map, click to route and click to call make it easy for mobile consumers to go, shop, buy or save coupons for later use.
The result? The campaign scored a 1.25% click-thru rate, more than double the 0.49% average industry response rate for mobile ad performance (Chitika 2010). Of those who clicked through, 29% asked for driving directions to the nearest Peugeot dealer and hundreds clicked to call their local dealer to learn more.
“The ability to target consumers as they near our dealerships and then guide them directly to the door is very powerful marketing and the results of this campaign were excellent,” said Marc Giulioli, Marketing Director Peugeot France. “In addition to those people who chose to go directly to an outlet, our dealerships also received 640 telephone calls enquiring about the RCZ leasing offer.”
“We are extremely pleased that Peugeot chose NAVTEQ to explore new ways to promote its vehicles,” added Bruno Bourguet, senior vice president, EMEA Sales, NAVTEQ. “Location is changing the face of mobile advertising; this campaign was a resounding success, validating the promise that when location is at play, ads become much more relevant to consumers.”
NAVTEQ is the leading global provider of location content in the form of maps, traffic and places data that enables navigation, location-based services and mobile advertising around the world. NAVTEQ supplies precise, comprehensive location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 5,600 employees located in 213 offices in 50 countries.
For more information on NAVTEQ Media Solutions, please visit navteqmedia.com or follow us on Twitter at @NAVTEQMedia.
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Present in 160 countries with 10,000 contact points, Peugeot combines rigorous standards and exciting ideas all over the world. In 2010, its bicentenary year, Peugeot consolidated its position as the leading French car maker worldwide and moved up a place in the global league table of car makes (9th) selling 2,142, 000 cars. Peugeot is the only make to deploy an overall mobility offer with passenger and utility vehicles, scooters, bicycles and a wide range of services including its "Mu by Peugeot" free choice mobility service.