Client: KW Bruun AB
Year: 1998
Brand: Peugeot
Campaign: Launch of the Peugeot 406, generation 2 (D9)
Agency: EURO RSCG Worldwide
 

Target groups

Drivers and passengers of SAAB, Renault and Ford about to change their cars.

Background

In 1998 Peugeot were in third place in the magazine Auto Motor and Sports’s list of worst car brands. The market share was negligible. The company had ordered hoardings (billboards) including the metro. However these were originally meant for the 206 GTi.

Assignment

Launch the updated Peugeot 406, named D9 internally. Build up the brand name of Peugeot in Sweden and create more sales.

Solution

I remember writing my idea on a serviette for my client. He was reluctantly persuaded to change the hoardings in the metro to the 406 in place of the 206 as originally planned. Reason: I felt that the 206 GTi drivers did not travel on the metro, But that prospective 406 drivers and passengers did. The opinion of these passengers, husbands and wives, daughters and sons, are decisive when the driver comes to choose his new car.

Result

In 1999 Peugeot found itself again in the third place in Auto Motor and Sport. But this time in the list of the best car brands. I really believe that this campaign helped to put them there.

Undertakings

Senior Creator.

Media

Hoardings (big billboards), especially in the Metro. Advertising in the daily papers and motor magazines. Complemented by dealers own advertising and sales promotion materials.
 

Advertisement

Peugeot 406 – Billboards (PDF)
Peugeot 406 – Direct Mail (PDF)
Peugeot 406 – Advertisements (PDF)