Dongfeng Peugeot new 2008/e2008 SUV online launch

The launch of the new 2008 and e2008 SUVs was a watershed moment for Dongfeng Peugeot, with the electric model spearheading the brand’s strategic development of the ‘new energy’ segment. To grab younger consumers’ attention, the brand opted to take the launch entirely online in May 2020.

engage

Solution

For the broadcast, a general theme of ‘escaping mediocrity’ emphasised the cars’ unique style. Guests discussed fashion while relating the topic to notable facets of the cars’ design. Along the way, Dongfeng Peugeot’s brand leader joined the broadcast from France, adding deeper product and brand information.

The event was broadcast on Douyin, a popular video sharing social platform popular among teenagers and young adults, with the team using Alibaba Cloud’s system to ensure a smooth process and enable the client to obtain the bitstream signal data.

The team and client selected the Pico Creative Centre in Shanghai as the video shoot location. This gave the team the flexibility to customise the venue and arrange the shooting to meet the needs of the client. Grey and white were employed as dominant theme colours to reflect Dongfeng Peugeot’s brand identity and complement the cars’ orange schemes.

Results
  • Accumulated over 9,529,800 views, with 736,700 interactions
  • Attracted 170,000 new followers for the brand on Douyin, a growth rate of 115%
  • 5,351 test drive appointments made online

Client Testimonial

“I was pleased with the Pico team’s layout design for the shooting venue, as well as their execution of whole project” – Mr Ma Lei, Division Chief of Public Relations, Brand Department, Dongfeng Peugeot

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