During Peugeot's 70th anniversary in Australia, the French marque will launch its first-ever local brand campaign featuring its distinctive vehicles and the personalities that drive them.
The new campaign, titled 'Know Who You Are', is underpinned by a new localised brand strategy, which celebrates the fact Peugeot offers beautifully designed products to people who have a strong sense of self-identity and who are confident in being themselves.
Ben Farlow, Managing Director of Peugeot Australia, said the launch of 'Know Who You Are' is a defining moment for the iconic French brand and signals the next chapter in the marque's local turnaround.
"With 208 years of experience it's fair to assume that Peugeot knows who it is. However, our brand activities have rarely reflected the relationship Australians have with our brand," Mr Farlow said.
"Peugeot is a brand whose history is well established locally, though for the next chapter, we must stand out, stand up and be celebrated for what we are.
"The timing of our communications coincides with the 70th anniversary of Peugeot's presence in Australia, but more importantly, it punctuates the beginning of a new era of product underpinned by award-winning drivetrains, platforms and designs. It's an exciting time for Peugeot."
Launching on free-to-air television on Sunday, February 24, 'Know Who You Are' will be supported by out-of-home, social and digital media, cinema, catch-up TV and PR and will run throughout the year.
Devised in conjunction with creative agency The Works, this will be the first and only branding activity to be produced for a local market outside of France in recent history, demonstrating the importance of the Australian market.
The concept was born from a deeper customer understanding that suggested previous brand activities were not distinctive enough and, when presented alongside the near-saturation levels of automotive marketing, did not stand out or apart.
Peugeot Australia's General Manager of Marketing, Amy Slade said, "'Know Who You Are' is about celebrating the style and attitude of our vehicles and the people who drive them, but in a self-deprecating way. It's the effortless style and attitude of the French that makes them unique, and we think this is our main point of difference."
"We are hoping to remind people to have the confidence to be themselves, to be bold and live life how they see fit rather than following the crowd," Ms Slade added.
'Know Who You Are' was shot in the greater Sydney area and is set against a variety of locations including; Maroubra Beach, Eveleigh's historic Carriageworks, Redfern, Farrah Place, Sydney and Connells Point, all bringing to life Peugeot's exciting range of SUVs and passenger vehicles.
'Know Who You Are' will be supported by online, digital, out-of-home and print executions, each with their own creative edge and style that links back to the hero of the campaign, a sixty second commercial that will spawn a series of shorter 15 and 30 second executions.
Set to the the unmistakable 1984 Gloria Gaynor anthem 'I am what I am', the commercial features a range of characters undertaking elements of their daily life in their own way, with their own style.
Paul Swann, managing partner at The Works added: "The success of the Peugeot brand globally is testament to a clear business and marketing strategy which we have adapted and optimised for the Australian market. The campaign is a statement about the self-confidence of the brand and its drivers, which is exemplified by the use of Gloria Gaynor's iconic hit."
Copies of the commercial and other assets are available to download from: https://we.tl/t-doqxlzIDYo
CREDITS:
Client: Peugeot Australia
Managing Director: Ben Farlow
General Manager of Marketing: Amy Slade
Marketing Manager: Dee Wescombe
Creative Agency: The Works
Managing Partner: Paul Swann
Chief Strategy Officer: Adam Donnelley
Creative Lead: Guy Patrick
Art Director: Marijke Spain
Copywriter: Erin Franken
Creative Project Lead: Jen Hird
Creative Project Manager: Erin Morrey
Executive Producer: Alistair Pratten
Producer: Bill Doig
Print Producer: Tom Harrison
Designer: Chris Hall
Digital Designer: Steve Brown
Social and Content Strategy: Ruth Haffenden and Vanessa Hartley
Social Content Creation: Daresay
Director: Melvin Montalban
Producer: Chris Seeto
TV Production Company: Infinity Squared
Post House: White Chocolate
Music Composition: Sonar
Photographer: Juli Balla
Producer: Zabrina Wong
Photography Production: The Kitchen
Media Agency: Starcom