Peugeot is taking visitors on a Gravity Drop ride at Goodwood Festival of Speed (26 – 29 June 2014) to celebrate its 125th automotive anniversary with event activation led by Initials Marketing.
The Reaching New Heights concept, created by Initials in partnership with Peugeot UK, gives Goodwood visitors the chance to get a panoramic view of Goodwood from 40 feet up. The Peugeot Gravity Drop ride provided by M&D, Scotland’s Theme Park, will be the central experiential feature of Peugeot’s main stand. The activity will be carried through online and encourages visitors to share pictures of their ride via social media.
Initials is driving the activation including creative look and feel, stand build, production and staffing. This is the third year the agency has led Peugeot's presence at the Festival of Speed. Campaign objectives are to increase brand awareness, improve customer perceptions and generate vehicle demonstrations and brochure requests from interested drivers.
Peugeot will have a range of cars on show including the Exalt Concept Car, just back from making its debut at the Beijing Motor Show, and the 308 Hatchback – 2014 European Car of the Year. The stand will also feature the 208 HYbrid FE Concept and the 308 R Concept Car: a vision of a possible extreme sports hatchback model.
Victoria Scargill, Manager Brand Advertising, Partnerships & Sponsorship at Peugeot, said: “The Goodwood Festival of Speed is one of the most prestigious events in our calendar. We’re celebrating 125 years in the automotive sector this year and want to invite visitors to celebrate our many successes from the last 18 months and see how the brand has developed. Initials has once again delivered experiential activity that will leave a lasting impression on Goodwood visitors and get the Peugeot brand into the top three of people’s minds.”
Phil Norris, senior communications director at Initials, added: “Following on from last year's success of the Peugeot Flowrider Surf Machine at Goodwood, we want to carry the theme through to 2014 but with a whole new experience. Our aim is to make Peugeot a destination brand by offering face-to-face experiential elements and get visitors to spend time with the cars. The Gravity Drop ride will give visitors the best view of some great displays on the Peugeot stand and is sure to drive footfall.”view more - Creative