Advertising trade
Makes sense: Have craftsmen advertise a car for craftsmen.
To turn the target group into customers, the right approach is needed. The Peugeot Expert has a clearly defined target group: tradesmen and other professionals who need a large, practical car.
The idea that the Amsterdam agency Havas Boondoggle came up with was somehow obvious - yet no one had (presumably) come up with it before: tradespeople use their skills to produce advertising boards. And thus advertise the car that their colleagues are supposed to buy. A tiler, a plasterer and a locksmith have created three unique OOH boards in the Dutch capital. And probably appealed to their colleagues better than some cleverly written and impressively illustrated advertisements. (hae)
