Peugeot engaged BD Network to create a high quality mobile experience that would express their brand repositioning as a premium family car manufacturer. Peugeot has previously used mobile to generate awareness and customer engagement, and was one of the first brands to use mobile applications as part of a marketing campaign, back in 2006.
Peugeot Head Office commissioned us to build a Global Mobile Website that would be rolled out in all its core territories. We were presented with two core requirements;
1. The best experience possible on as wide a device range as possible – but with a focus on high-end devices.
2. All content being managed and hosted on the existing central CMS system, allowing local implementation of a series of global templates.
Audience analysis had shown that, while high-end touch-screen was a key target device, a much wider reach was required.
Our mobile web app incorporated a detection mechanism that would determine what type of Smartphone is capable of rendering the content and as such always presents the best possible experience accross the known device range.
The design and User Experience concept was to have an app like experience within the mobile browser for phones that supported this type of interaction, and a more linear/verticle design on those that didn’t.
The site was built by integrating with Peugeots existing web platform. We ensured that the site worked with the first editions of the iPhone and Android models to even the iPad, which sits between the Mobile and Desktop device worlds.
Initial results were so good that the year’s mobile sales targets were reached in the first six weeks, and Peugeot claimed that the mobile engagements were three times more effective than the equivalent desktop internet sites.