In early 2009 Peugeot gave a makeover to the 107, their best-selling city compact. With a stylish ‘new face’, better fuel economy, lower CO2 emissions and upgraded interiors, Peugeot naturally wanted to shout about the new107.
As an urban compact, the 107 has particular appeal to a younger female audience. In the UK Peugeot targeted this group using the Bauer / Channel 4 music channels, the Box TV network. With channels such as Kiss, Q and Kerrang, the Box network offers a very wide range of music programming. We were commissioned to create TV advertisements specially to target this music loving young female audience.
Our ads featured three young women, each from a different music “tribe” (rock, pop or urban) driving a 107 through a computer generated environment. The ads included interaction and competitions to create direct response from the campaign.
Budget was understandably limited for such a highly targeted campaign, but with all the high quality production values required of a mainstream automotive TV commercial.