The win, which follows a comprehensive 18-month, six-way pitch, coincides with the appointment of INITIALS Experience as Peugeot’s preferred experiential shop.
INITIALS will work with a cross-agency team that includes Euro RSCG, Euro4D, OMD and CMW for the 208 pre-launch initiative. Specific details of the push are currently under wraps, but the multichannel Bodydrive activity will be rolled out across digital, social media, experiential and ATL platforms.
Nick Crossley, Peugeot’s manager of brand advertising, partnerships and sponsorship marketing, said: “INITIALS showed admirable consistency combined with creativity during a gruelling and comprehensive competitive pitch process. The agency and its people demonstrated not only an appreciation of the automotive space, but coupled this with a deep understanding of the Peugeot brand. Peugeot is on an exciting journey and INITIALS will play a lead role in making 2012 a momentous year for the Peugeot brand.”
Chris Wareham, director and head of INITIALS Experience at INITIALS, added: “The core campaign idea builds on the extensive research we carried out into Peugeot’s target market as part of the pitch process. It is set to put the 208 at the forefront of the minds of the consumer using the global ATL theme of ‘Bodydrive’, fusing both new and traditional media to deliver a compelling call to action.”
The Bodydrive push is expected to roll out in April.