Peugeot to Celebrate 'New Car Joy' with 'Drive Away Happy' Campaign

PARIS – Jan 24, 2012: Peugeot today announces the launch of its ‘Drive Away Happy’ campaign. Its aim is to remind people that buying a new car is an exciting and joyful experience.

Currently the car market is awash with cut-price deals and overblown offers. Peugeot is saying something different to the rest of the market. It is placing the feeling of driving with happiness at the heart of its 2012 communications.

Whether it's the experience of buying a new car or the aftersales support Peugeot is committed to making sure its customers ‘Drive away happy.’

Key to this thought is Peugeot’s unique ‘Just Add Fuel’ product. ‘Just Add Fuel’ takes the hassle out of running a car, looking after the customer's insurance, servicing and warranty, road tax and roadside assistance for one fixed monthly amount.

To launch the ‘Drive Away Happy’ campaign and communicate the ‘Just Add Fuel’ product Peugeot has created a new 30 second TV ad.

Creative agency Euro RSCG London worked with Blinkink productions to create the ad. Euro enlisted the help of talented designer Kyle Bean and director Joseph Mann to create a graphic, paper world. The production uses stop frame animation to show a Peugeot avoiding all the hassles that are associated with running a car.

The first TV ad spot is scheduled for January 23rd 2012. Managed by OMD the multi-million pound media campaign will also see radio spots across a wide range of networks beginning in January, supported by a digital and print media campaign. A range of models will be featured.

To strengthen brand identity and resonance with new and existing customers, Peugeot is proud to be bringing on board John Simm, UK TV star of ‘Life on Mars’ and ‘Dr. Who’, in order to enhance consistency across its radio and TV campaigns. Simm’s association with Peugeot will continue throughout 2012 with a view to establishing a longer term relationship.

UK Marketing Director for Peugeot, Morgan Lecoupeur, said: “2012 is set to be a year of regeneration for the Peugeot brand with several exciting new product launches on the horizon including the world’s first diesel electric hybrid car and the hugely anticipated new 208. What better way to start than with an optimistic campaign that emphasises the positive emotions associated with driving a new car. In John Simm we have found a talented, credible and instantly recognisable personality and voice, and we look forward to working with him in 2012 as we move the Peugeot brand forward.”