Peugeot - The Lion's Share
By integrating lion-shaped EV chargers into urban settings, Peugeot creatively combined environmental sustainability with wildlife conservation. This approach not only promoted eco-friendly technology but also engaged the public in a meaningful cause, aligning with Peugeot's lion emblem and commitment to preserving its namesake species.
In partnership with the UK-based charity Born Free, Peugeot launched the "Powered by Lions" digital campaign at the 2024 Paris Motor Show. This initiative featured lion-shaped electric vehicle (EV) chargers installed on the streets of Paris for two days, each representing a lion rescued by Born Freee�King, Thea, Dadou, and Saida. Passersby could read about these lions and scan a QR code to donate, with all funds supporting their care at Born Free's Shamwari Conservation Centre in South Africa.
- environmentally conscious consumers
- Wildlife conservation supporters
- Peugeot Customers and automotive enthusiasts
- General public interested in innovative campaigns
TARGET AUDIENCE
About the
Campaign -
By integrating lion-shaped EV chargers into urban settings, Peugeot creatively combined environmental sustainability with wildlife conservation. This approach not only promoted eco-friendly technology but also engaged the public in a meaningful cause, aligning with Peugeot's lion emblem and commitment to preserving its namesake species.
Core Theme of the Campaign -
1. Campaign Launch: Peugeot introduced the "Powered by Lions" campaign at the 2024 Paris Motor Show to raise awareness about lion conservation.
2. Lion-Shaped EV Chargers: The campaign featured lion-shaped electric vehicle chargers installed in Paris, symbolizing rescued lions and promoting eco-friendly technology.
3. Interactive Donations: Each charger included information about a specific rescued lion, allowing the public to scan a QR code to donate directly to Born Free's conservation efforts.
4. Solidarity Advertising: Peugeot invested in a solidarity advertising campaign, donating 60% of its budget to Born Free, further supporting lion conservation initiatives.
5. Educational Partnership: As an official education partner of Born Free, Peugeot supports projects like building beehive fences and predator-proof bomas in Kenya to promote human-wildlife coexistence.
6. Vehicle Support: Peugeot provides Born Free with Landtrek pickup vehicles for daily field operations, enhancing the organization's conservation capabilities.
7. Public Engagement: The campaign's unique approach attracted public attention, encouraging individuals to learn about lion conservation and contribute to the cause.
8. Brand Alignment: By leveraging its lion emblem, Peugeot reinforced its brand identity while advocating for the protection of its symbolic animal.