Peugeot flirts with consumers in DriveSexy campaign

by Alex Brownsell, marketingmagazine.co.uk 30-Jan-09, 15:30

LONDON - Peugeot is rolling out a new creative concept to improve the desirability of its brand. The integrated campaign, entitled 'DriveSexy', will focus on the French manufacturer's new 207 and 308 Verve Special Edition models.

The TV, print and digital activity, by incumbent ad agency Euro RSCG, launches on 2 February, and aims to push Peugeot as positive, flirtatious and cheeky. It will also emphasise that the manufacturer sells high-end cars at affordable prices.

The 207 TV ad hints at an illicit affair between a couple singing along to the Elvis Presley track ‘Suspicious Minds', while the 308 execution shows a customer and salesman engage in flirtatious banter. Both ads end with a set of colourful lips mouthing ‘Peugeot'.

Peugeot is also rolling out an irreverent microsite, Drivesexy.com, which will attempt to convince consumers that driving is fun.