The car is the star

DESCRIPTION

An ongoing challenge for Peugeot 206 was to differentiate itself and increase awareness among young adults. In a category where strong TV presence is deemed essential, Peugeot wanted to use TV in a genuinely distinctive way.
Its solution was to develop a long-term partnership with leading terrestrial Channel 13 programme “Argentines Par Su Nombre”, a cutting-edge show characterised by its fast-paced content in which host Andy Kusnetzoff travels around Argentina reporting live from different locations and interviewing stars in the car.
The show was chosen because it had a huge young following, with Kusnetzoff particularly known and liked amongst 20-45 higher income consumers, who comprised the 206’s core audience.
For a run of 27 shows across an eight-month period, a Peugeot 206 became the host’s car and accordingly became an integral part of the show. The car was customised with six interior cameras, making it was the focal point throughout, from the opening sequence to the final frame.
Peugeot was thus able to showcase itself in a highly dynamic way, effectively positioning it as the “star” of the show and delivering a strong branded presence which could never have been achieved as effectively using traditional TV advertising.
For the cost of a single 30-second spot during the ad break, it was present throughout more than the 80% of the show, in 27 consecutive episodes.

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