The Drive Away Happy campaign is a bid to cut through the cut-price and “overblown” deals being offered by rivals to tempt consumers to buy new cars by “saying something different”.
The car marque believes that by putting happiness at the heart of its communications in 2012 and celebrating “new car joy” it will win over consumers. Its European sales fell 8.8% in 2011.
Peugeot is also promoting its “Just Add Fuel” added value product designed to simplify the process of getting a new car on the road by arranging and combining insurance, servicing and warranty, road tax and roadside assistance into one fixed monthly payment.
The ad campaign, created by EURO RSCG London and Blinkink productions includes a 30 second TV ad created through stop frame animation. The multi-million pound campaign also includes radio, digital and print.
Morgan Lecoupeur, UK marketing director for Peugeot, says: “2012 is set to be a year of regeneration for the Peugeot brand with several exciting new product launches on the horizon. What better way to start than with an optimistic campaign that emphasises the positive emotions associated with driving a new car.”
The ad will be voiced by Life on Mars and Dr Who star John Simm.
The tactic comes after Honda’s latest campaign “Your Honda, Your Way”, which allows drivers to choose from a range of services to create a bespoke package that suits their specific needs, in a bid to differentiate from rivals offering “one size fits all” packages as car manufacturers look to boost sales following the lowest new car sales since a decade last year.