PEUGEOT: 207CC Launch
Be seen
Car launches have been primarily male-oriented ever since the first Model Ts rolled off assembly lines in Detroit a century ago. But how do you launch a car that’s not aimed at your typical man’s man?
As the pioneers of the Coupe Cabriolet market, and following the runaway success of the 206 CC, Peugeot wanted a big idea to launch their new 207 CC. With a target audience that was predominantly female, we felt that we needed a different approach to typical male-orientated car launch marketing. So we took them shopping.
The site emulates the tone and visual language of women’s lifestyle and fashion magazines to reflect the head-turning appeal of the 207cc and position the car as this season’s must-have item.
The website invites women to enter a virtual shopping competition. Participants are asked to choose four designer items, they then get to watch a customised film that shows a young women driving around various fashionable shopping locations in London as she buys the items selected. The user can also create a shopping experience for their friends.
The winner, selected at random, will receive the four designer items they selected, a London shopping trip with a top fashion editor, £500 and a Peugeot 207cc.
Awards:
DMA Award - Gold
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