Peugeot guerrilla campaign in order to promote the launch of a new model: 308. This campaign was divided in three different actions:

1-Truck
As a Teaser to promote the launching of the new Peugeot 308, two vehicle-transport trucks circulated throughout the country, carrying three giant “308” logotypes, matching the size of the car; and the text “It’s arriving!”. The trucks stopped by the Peugeot dealers, enticing the curiosity of those passing by, and creating a rush of “word-of-mouth” about Peugeot’s new car.

2-Boxes
58 wooden boxes were “parked” in the main Portuguese cities – including the Azores and Madeira Islands. Built to match the 308 size, these boxes were made to entice the curiosity of the people passing by. A hole teased people to peep through it. Inside, a message invited everyone to go to nearest Peugeot dealer, after September 28th.

3-Airport
In order to promote the launching of the new 308, the 4 main Portuguese airports were the stage for three different actions.

3.1- A “Travel Agency Driver” was at the arrivals gateway, showing a signboard saying
“308- Get ready for the arrival of the new Peugeot”.

3.2- Advertising board on top of the departures/arrivals information screens, with the words “It has arrived! 308”.

3.3- Transportation boxes were placed by the luggage belt, with “It has arrived! 308” printed on it.

Agency: Torke Stunt, Lisbon, Portugal