Peugeot has appointed London-based digital and eCRM agency, Underwired, to create and produce the new digital campaign to promote the launch of the forthcoming Peugeot 308.
The teaser microsite and email campaign, featuring brochure request and 24 hour test drive registration, will be followed by a major online advertising push to coincide with the launch of the 308 in mid-September 2007.
The campaign focuses on the 308's selling points of style, quality and efficiency, with campaign executions based on an abstracted theme of 'Inspired by Nature'. Key messaging is around high quality build, environmentally friendly design with low CO2 emissions, fantastic road holding and stylish interior and exterior pillars.
Ollie Griffin, Peugeot’s manager of new media, comments: “Our aim is to get people talking on-and-offline about the forthcoming 308 launch in September. We appointed Underwired to this task because of its experience at producing proven sites and online campaigns for brands such as LA Fitness, Virgin Megastores and Virgin Holidays.”
Planning, creative and production is by Underwired with media buying through OMD.This is the second campaign by Underwired for Peugeot following its debut work on the 207CC online ad campaign earlier this Published 29 August 2007